Writing eye-catching LINE@ messages starts with refining a unique value proposition

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In recent years, I have often had the opportunity to teach (opens in a new tab) in companies, public sectors or universities. In addition to talking about copywriting and content marketing, social media marketing is also a very popular topic.

Therefore, people often ask me: “Teacher, how should I write Facebook posts and LINE@ messages to be eye-catching?”

Just by chance, I saw the first message sent by Greenvines’ LINE@ official account (opens in a new tab) today. I think it’s very suitable to use it as a case study and share with you how to write LINE@ messages so that they are attractive.

As we all know, LINE@ messages are worth a thousand dollars. If you want to write a powerful message, you must fit it (opens in a new tab). But it’s not enough to tell consumers what they want to hear. We also have to refine a Unique Value Proposition (opens in a new tab).

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The unique value proposition of Green Vine Vitality

Judging from the information released by Greenvines Vitality today, there is no doubt that “pure maintenance” is their unique value proposition.

Luteng believes that skin problems are never caused by giving too little. Maybe you don’t need lotion and wearing sunscreen is just the third option; therefore Green Vine has created a “non-essential ingredient list” with thousands of ingredients… Because of purity, there is always a better way to treat yourself and the environment you live in.

——Just like Airbnb’s unique value proposition is “Welcome home”, and Google Drive’s unique value proposition is “immediate access to files no matter where you are”… Green Vine Life uses the above paragraph to fully explain its business philosophy and the importance of “pure maintenance” to consumers.

Use of value proposition (opens in a new tab) is to let the target group of the company or product quickly understand what value they can get. Because the key to improving the conversion rate is to “let the target group quickly understand” and “get value”. So, next time you want to write a LINE@ message or social post, you might as well start by refining your unique value proposition!

How to define your unique value proposition

As for how to define your company’s unique value proposition (opens in a new tab), you can first think about the following aspects:

• Identify all the benefits your company’s products can provide.

• Clearly describe what makes these benefits valuable.

• Find out the customer’s main problems.

• Connect to customers’ problems to demonstrate value.

• Seek to position your company as the preferred provider of this value.

That’s right! I would also like to remind everyone here that the standard way of playing abridged number (opens in a new tab) is ”⋯⋯”, anything less will not work!

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★ Photo Credit: Xiaolong Wong (opens in a new tab)