Choose value messages to communicate with customers.
It’s not about what you are most proud of, but what customers truly care about and only you can prove.
A strong core message lies at the intersection of three things: what your customers truly value, what you do better than your competitors, and what you can prove with concrete evidence. Express that message in the language of your customers, not in internal jargon or self-praise. A core message that is consistently repeated across all channels is far more powerful than a long list of equal benefits.
- tight budget, needs customers to remember one thing only
- selling B2B with high value, requires supporting messaging layers
- has multiple message candidates, needing to interview customers to select
- stuffing many equal messages dilutes the impact
- use internal jargon that clients do not understand or find irrelevant
Many business owners choose brand messages by listing their proudest achievements and stating them all. The result is that customers do not remember anything after hearing it because nothing truly stands out. The core value proposition is not a summary of all your strengths, but a single point that lies at the intersection of what customers value, what you do better than competitors, and what you can prove.
Three conditions for the message to truly hold value
Sinh Vũ uses Osterwalder's Value Proposition Canvas to check whether a message is worth communicating. This framework connects two sides: one side is the jobs, pains, and desires of customers, and the other side is what the business creates to address or amplify those. The core message lies in the clearest match between the two sides, expressed in language that the customer understands.
Three necessary conditions:
- Address customer pain points: The message must resonate with what the customer is concerned about, not what you are proud of internally.
- Verifiable differences: What you do better than competitors and can prove with real evidence, not vague promises.
- Customer language: use the words customers commonly say, not industry jargon or internal marketing language.
Without any of the three elements above, the message will sound like ordinary advertising.
Exclusion test: how to check if the message is distinct enough.
Once you have a candidate message, perform a simple check: read that sentence again and ask whether a direct competitor could say the same thing. If the answer is yes, the message is not unique enough and does not represent your core value.
Keller refers to this as points of difference: the message must be important to customers and uniquely yours. Phrases like "high quality," "dedicated service," and "good price" do not pass this test because any competitor can claim them, and customers have no reason to trust one side over the other.
When to choose one message, when to add an additional layer
A single message: Suitable when the communication budget is tight and you need customers to remember just one thing. Every channel, every post, every meeting revolves around that. This is the right choice for most small and medium-sized businesses in the foundational stage.
Supplementary messaging: suitable when selling to enterprise customers (B2B) with large contract values, where buyers need many reasons to persuade internally before signing. Supplementary messages do not compete with the core message but support it.
Regardless of the chosen direction, the positioning principle in the mind remains the same: the customer's mind only holds one simple position for each brand. The core message must occupy that position first, and other elements can follow.
Common mistakes when choosing the message
- Choose self-praise: listing what you like most about the product without checking if clients value those aspects.
- Using internal jargon: expressing in industry language or internal processes that customers find irrelevant to their issues.
- Stuffing too many equal messages: Listing five or seven parallel benefits makes none stand out, and customers remember nothing.
- Stating value without evidence: A good message but lacking case studies (real examples), data, or customer testimonials makes it sound like an empty promise.
The viewpoint of Sinh Vũ
In practice with clients, Sinh Vũ recognizes a recurring insight: the best messages often do not come from the business owner themselves, but are drawn from what past clients say when introducing the business to acquaintances. This is raw, unedited language, but it is the most accurate regarding what clients truly value.
Therefore, before finalizing the message, Sinh Vũ suggests that you gather at least a few sentences like this, whether from messages, reviews, or reasons that past customers often mention. This is foundational data to make the right choice, and also serves as evidence that the message not only sounds good but also holds up when customers check.
The core message must be important to the customer and unique to you. If a competitor can say it, then it is not a core value.
Keller, points of difference, interpreted in practice by Sinh Vũ.
Decision checklist
Topic: Choosing which core value message to communicate to customers. Sinh Vũ guide, sinhvu.com
Select each item you find appropriate, then print or save as PDF to take with you.
If you have marked most of the signs above, this is the time to discuss in more detail. Sinh Vũ can help you review and propose a direction.
References
Alexander Osterwalder, Value Proposition Design (Value Proposition Canvas). Kevin Lane Keller, the concept of points of difference (core differentiators). Sinh Vũ Studio, practical experience in branding processes and marketing content.
Frequently asked questions
My brand has many strengths; why is only one message chosen?
The customer's mind can only hold a simple position for each brand. When you cram too many messages at the same level, customers forget them, and the brand becomes blurred. Remaining strengths still play a role: they stand in the second tier, supporting the core message rather than competing with it.
How can you tell if your chosen message is distinct enough from competitors?
Use the exclusion test: read that message again and ask if a direct competitor could say the same thing. If the answer is yes, then the message is not unique enough. The core message must be important to the customer and exclusively belong to you, not generic phrases like 'high quality' or 'dedicated service'.
I do not have a budget for formal customer interviews, is there an alternative?
Yes. You can review past evaluations, messages, or reasons why old customers referred others, and then record their exact words. This is good raw data to recognize the language and real concerns of customers, even without any formal interviews.