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Want Compelling Copy? Then You Need Core Values.

Reading Time: 3 minutes

“You’ve got to stand for something, or you’ll fall for anything. You’ve got to be your own man, not a puppet on a string…”

What may seem like some nice, inspiring words from a well-worn 90s country tune is really the #truthbomb we all need to hear today. As a business owner and individual, simply floating by won’t get you far. You’ve got to stand for something. And that something is defined by your core values.

Inspiring content doesn’t come from a place of stagnation or complacency. It comes from being passionate about who you are, what you do and why you do it. That’s where your core values swoop in, lace up their Wonder Woman boots and save your content’s day.

Start by Defining Your Core Values

Let’s take it back to business basics for a second. What are core values? They’re the traits, qualities and beliefs that are the foundation of your business. They’re the framework you use to help realize your business’s mission.

If you’ve not yet defined your core values, then start by following these steps.

1. Ask Yourself, “What Do I Want to Accomplish?”

Your core values are a natural extension of your mission. If you haven’t yet defined your mission, decide what it is you want your business to accomplish on behalf of those you serve.

For example, here at CCS, our mission is to help professionals connect with their audience through copy. We aim to foster the same connection within our team. To help us reach that goal, one of our core values is “Seek Connection.”

2. Brainstorm

Take time to brainstorm values that fit your mission and core beliefs. You may end up with a pretty long list; that’s okay. You may find that you’re stuck and need to look to the internet for some inspiration; that’s ok, too. Right now, the goal is to get your thoughts out on paper.

3. Finalize Your List

Sit on your list for a while. Revisit it in a few days or so. Let it breathe. When you’re ready, slowly winnow your list down to around five core values.

Don’t toss out the values you set aside. You may find that some that were lower on your list may work their way up to your top list as time moves on. Slight shifts in core values are ok, as they all come from the same place—YOU.

How Do Your Core Values Play Into the Content You Create?

Around 63% of surveyed global consumers prefer to purchase products and services from companies that stand for a purpose that reflects their own values and beliefs. Even more fascinating, they’ll avoid businesses that don’t.

This means you’re not just selling your services—you’re selling your mission. Read that again. Your customers want to be a part of something bigger. If you can inspire them, you’ve got them.

Communicate Your Mission & Values Through Content

The way you communicate your mission and values is through your online content. Before you publish anything, examine it through the lens of your values. The content you create should be cohesive with what you believe.

This is simple to do once you have clear values to follow. For example, maybe one of your values is continuous learning. If so, are you delivering educational content to your audience?

Maybe one of your values is embracing authenticity. Are you showcasing what makes your business unique in your copy? Or are you playing it safe? Your audience will know the difference.

Inspire Your Audience by Showing What You Stand For

You’re not like anyone else and neither is your business. It’s time to embrace what you stand for to inspire your audience to choose you. Core values and content go hand in hand. If you need some help, we’re just a phone call away. Or, you can send us a quick message.

Erin Larson