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Write B2B copy that sells
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Module 3
Crafting the Core Message & Value Proposition
1
"From Features to Benefits: Speaking Your Buyer's Language"
Translate product features into tangible business outcomes that matter to a specific buyer persona.
2
Competitive Messaging Analysis
Analyze competitor messaging to identify gaps and unique positioning opportunities.
3
Crafting Your B2B Value Proposition
Write a clear, jargon-free value proposition statement for a B2B product or service.
4
Tailoring Value Propositions for Diverse Buying Committees
Differentiate a value proposition for different stakeholders in the same buying committee (e.g., CFO vs. technical user).
5
Crafting Your Core Message: Headline to Proof
Apply a messaging hierarchy that connects a headline promise to supporting proof points.
6
Transforming Your B2B Value Proposition
Evaluate and rewrite a weak B2B value proposition using a before-and-after analysis.
Previous module
Voice of Customer Research
Next module
Writing Attention-Grabbing Headlines & Hooks