Added Value in Texts: How Does That Actually Work?

You read about it everywhere. Everyone wants to have it. It's super cool. And actually, no one really knows what it is. We're not talking about Pikachu or Superman, we're talking about added value.

Hordes of online marketers, text trainers, and authors pay homage to it. Today, every text should offer added value; no article can do without it. But what is added value? What makes it so valuable? And what exactly does it look like?

Has anyone seen the added value?

It has no special color, no fixed shape, no special sound, and it doesn't smell like lemon (at least not usually). But added value can be experienced. Probably every reader has read a text and thought, "Wow! That was really good! So helpful and interesting! And entertainingly written!" Anyone who ends a text with such thoughts has almost certainly just enjoyed a bit of added value. Content that brings us a gain in knowledge, that inspires or enchants us. Paragraphs without unnecessary blah-blah, sentences without superfluous words but with words that express exactly what moves the reader - these are the basic ingredients for texts with added value.

The Duden defines added value like this:

(economy) increase in value generated by an enterprise.

(Marxist) value in excess of wages produced by the labor force.

This is a pointer in the right direction. But the most important meaning probably comes from the sense of the word itself: Something that contains surplus value is worth more. It carries an additional benefit or profit.

Why added value is so valuable

In short: added value is fun. Texts with added value can simply make everyone happy: the customer, the search engine, the Textbroker editors and - most importantly - the reader. Whether information, purchase or entertainment is the driving force behind the need to read: added value can make for happier readers, better user or customer loyalty, more sales in online stores and increased perception as an expert.

Actually, it's totally normal

When you write texts in your areas of expertise or do in-depth research, you usually automatically write texts that offer the reader a certain added value. This is because an author who is familiar with a topic is able to give the reader an understanding of the material, highlight new aspects and prepare it in such a way that the reader is enthusiastic about it. Usually, when you enjoy writing your text, you inherently feel the need to inform and entertain the reader in the best possible way.

But what if you want to add a little more value? What if it's not your top expert favorite topic? Or what if there's not quite as much time for research?

Be flexible. Good copywriters usually adjust quickly to their assignment. They can apply their learned schemes to new topics and have the right tools at hand even for texts in subject areas that are unfamiliar to them. With our checklist for added value, we would like to provide you with a little additional help that you can use as a guide so that you can quickly deliver added value in an emergency.

What you should generally keep in mind to generate added value

In principle, there are a few simple rules that make a text valuable. Most of them are well known and generally accepted as basic rules of good writing. Good writers usually follow them anyway. Nevertheless, they should be mentioned briefly here:

1. Delete superfluous words and sentences: Especially sentences that are actually meaningless don't belong in your text. Cut out filler phrases and unnecessary things.

2. Always keep the target group in mind: A text is always written for a specific group of readers. Only if you have the reader, his concerns and needs in mind, you can address him appropriately.

3. Think about what the reader absolutely needs to know: This is the be-all and end-all of added value. If the reader finds the desired information in a text and is subsequently smarter than before, he perceives the article positively.

4. Prepare the text appropriately: How a text is laid out can be crucial for real added value. A good and clear structure that follows a common thread makes it easier for the reader to find the desired information. This includes clear and meaningful headings, lists and sensibly structured paragraphs. Often, a small conclusion or a (particularly highlighted) summary can also be helpful.

More value in product descriptions

Time and again, you see phrases like this in online stores:

"With different clothing, you can adapt to different weather conditions."

Such a phrase has no message. At best, it leaves the reader with the question of what information the author has actually just provided. To spare the reader that, consider the following:

• First and foremost, be aware of who needs the product. Who is the target audience you are writing for?

• The text is a substitute for the sales pitch. Think about what you would ask the salesperson and what you absolutely need to know in order to form an opinion about the product. What are the features that make the product particularly valuable or useful?

• Don't just describe, think of a scenario and put it in front of the reader. Ask yourself the questions: Why and in what situation does the customer need the product? What problem does he need to solve and how can the product help him? Support your statements with good and valid arguments that result from the product's features.

• Give practical tips that will benefit the user. For clothing, tips for elegant combinations are suitable; for technology, you could recommend useful accessories.

• As a rule, product descriptions should be written in a timeless way. If the reader sees that the product refers to outdated data and information, this clouds an initially positive impression. The fact that a smartphone was already introduced at a trade show two years ago or that the shoes are from last season's collection can put customers off.

• Remember that there are often several variants or versions of individual products. It can be very helpful for the reader to have a direct comparison in front of his eyes. Whether the TV model described has integrated WLAN in contrast to the smaller equipment can be a decisive purchase criterion.

• If possible, research original sources. If tangible data is to supplement the product description - and it should - the manufacturer's specifications on performance or technology are best suited.

How to make your travel texts more valuable

Even in travel texts you can offer the reader a plus of information or entertainment:

• Use words to paint a picture of the destination for the reader. Your text should show the reader where he or she could go on vacation. However, avoid hollow phrases and platitudes.

• Research in particular: What MUST the reader see when he travels for the first time to the place your text is about? What do they NEED to know when they get there? Does he need a passport or other documents? What vaccinations are recommended? What is the local political situation? Are there any special local regulations or cultural customs? Your reader should be best prepared for his trip at the end of the text.

• When writing travel texts, pay special attention to the target group you want to reach. Many resorts or hotels specifically target a certain group of vacationers. For example, you shouldn't necessarily recommend a family hotel with a children's program to couples looking for a romantic beach vacation, while active vacationers probably won't do much with an all-inclusive hotel on the beach.

What advice an advisor should give

You're an expert on a certain topic and want to share that with the world? Great! Write it down and put your best tips and tricks into advice articles. But make sure you add value. The following can help make a good advice article even better:

• The foundation: again, think about: who is the reader? What does he want? And which of his problems can you solve with your article?

• Whoever reads an advice article needs information to make a decision for or against something. Think about what the necessary decision criteria are and illuminate each of them in your text from as many sides as possible.

• Used sensibly, trustworthy data and manufacturer specifications also provide a stable basis for your text.

• Often other experts have already explained or summarized an aspect of your topic or a related topic very well. In this case, further links can be a real help for your readers.

It really is worth more in the end

Added value can be achieved in many ways. Often, a text can be made so valuable with just a few small tips and additional information that it stands out from the crowd. In addition, a sensible layout and a clear structure contribute to a positive reading experience. If you then manage to entertain and captivate your readers, you have written a text with real added value. Your readers will thank you for it.

What does added value mean to you?

We look forward to your opinion in the comments!