General
Understanding your client’s values is crucial for successful marketing. So is also knowing how to use them aptly in your marketing content. Fortunately, AI can help us with this.
This blog explores how to leverage AI and human expertise to identify your target audience’s core values and craft messaging that resonates deeply. This will help you improve your marketing content for your LSP and establish deeper and more meaningful relationships with your clients.
Values are the guiding principles that shape our decisions and actions. When your marketing content aligns with a client’s values, you create a powerful emotional connection and trigger clients to take action. And action is what we want.
Here’s why understanding client values is essential:
🟣 Increased brand loyalty: Clients who feel their values are respected by a brand are more likely to become loyal advocates.
🟣 Improved marketing effectiveness: Tailoring your message to specific values leads to more engaged leads and conversions.
🟣 Stronger emotional connection: When you address what truly matters to your clients, you forge a deeper, emotional bond with them.
For example, a client who values efficiency might be most interested in your fast turnaround times, while another who prioritizes accuracy might focus on correct translations only. But bear in mind: Each client has different values because each company and each person is different. And at a different stage of growth. And they all have different needs or wants. That is why it is crucial to consider all these aspects when preparing your marketing content.
Many LSPs struggle to articulate the true value they offer beyond simply describing their translation services and talking about topics that are mostly interesting to their translation peers. Such as grammar and spelling rules.
Here’s how to tap into the core value proposition – ask your potential customers insightful questions and don’t just rely on website inquiries.
Go beyond by asking questions like:
● What are your current challenges in terms of translation?
● What’s most important to you about translation?
● How can translation help you get what you want?
● What don’t you want to happen?
● What do you want instead?
Example:
Imagine a client, an IT startup needing app localization, approaches you. Here’s the difference between generic and value-based questioning:
Generic: “What kind of app localization services do you need?”
Value-based: “How does a well-localized app help you achieve your global growth goals?”
Logical levels illustrate how we categorize information into more general or more specific, thus what we find valuable. The higher we go on the list of levels, the more general and value-driven our communication becomes. Because we talk about things business people with no translation background understand such as increased revenues, increased brand awareness, profitability, etc.
The lower we go on the list of levels, we become more specific and often less clear to clients when we mention notions such as post-editing distance, transcreation, and the like. We need clarity and simplicity to connect with a message, especially in this fast-paced world bombarded with marketing messages on every social media.
Take a look at the value creation examples for the translation services in the image below.
Think of translation services. They can be described in specific terms such as transcreated marketing materials, software localized, or post-edited content. Or broadly in terms of benefits and values of translation services such as increased brand awareness, improved safety, business growth, or cost savings.
What terms will resonate with a marketing manager looking for translation services? What do you think?
Highlighting the higher-level benefits and values resonates more deeply and eventually helps you charge more for your services. Because the recipient of the message understands it immediately and knows that you are the right solution for their needs.
Let’s practice! Here’s an exercise to help you identify the core values of your clients:
1. Select five existing or ideal clients and put them in five columns.
2. Create a table with rows for:
● What did they order?
● What were their challenges?
● What’s important to them about your service?
● What’s even more important?
The image below shows how you can do it. By answering these questions, you will understand their values as related to your service. Then, you can craft marketing messages that connect on a deeper level using the reframing technique.
Reframing allows you to see your services from a different perspective, highlighting how they align with client values.
Here are some reframing questions that can help you reframe your original content:
● How does your translation deliver value?
● What else could translation mean to my clients?
● How could translation be a positive thing or resource?
● What’s the true purpose of translation?
You can apply it in simple phrases or entire sentences, for example:
Now, let’s explore how AI can enhance this process. You can utilize large language models (LLMs) like Gemini or ChatGPT to generate reframed marketing statements based on client values.
You (the human expert) can refine the prompts and craft compelling marketing messages.
Example:
Your services: we offer translation, proofreading, and voiceover services
Client values: brand awareness, revenue increase, reliability
Gemini or ChatGPT prompt: Act as a marketing expert and write a one-sentence reframing for the following offering: “We offer translation, proofreading, and voiceover services,” by adding the client values: ” brand awareness, revenue increase, reliability.”
The result from the AI is: Get the message right, every time and amplify your brand globally with our translation, proofreading, and voiceover services designed to boost revenue and build reliability.
How does this sound now? Is it more compelling and persuasive?
This collaborative approach leverages the strengths of both AI and human expertise to create powerful value-driven marketing messages you can use on your website and socials.
Ready to take the next step? Start by identifying your ideal clients and their core values. Experiment with reframing prompts and see how AI can help you unlock the full potential of your marketing message.
If you need a helping hand, you know where to find us.😊