Have a clear value proposition

It sounds so obvious, doesn’t it? Even easy. As marketers, we know our own product or service so well that we’re never at a loss for words or reasons why it’s so great. Value propositions abound and sometimes it’s even hard to stop talking about it. I can relate. But in this eagerness to share our passion with the world, it’s easy for the most important quality—the one that may truly set you apart from the competition—to get lost in a sea of praise. A clear value proposition is the golden ticket for any marketing campaign…emphasis on the word ‘clear.’

 Time to step into your customer’s shoes for a moment, or just imagine your own reaction when you click on an ad and are suddenly bombarded with a tidal wave of pitches and promises all competing for your attention. Information overload. Customers are forced to sift through the messages and find a reason to engage. Other landing pages rely on design to do the heavy lifting (a picture’s worth a thousand words, right?), but even the slickest design falls short without a clear value proposition to prove you have more to offer than just another pretty (inter)face. If respondents are left wondering ‘what’s the point?’, then what is the point?

To win conversions in online marketing, landing pages need to focus on a distinct and compelling value proposition—preferably the same one that prompted the click—and communicate it in the simplest language possible: ‘Lowest price.’ ‘Biggest selection.’ ‘Best technology.’ You get the idea. There might be a few noteworthy benefits in your arsenal, but the key is not to unload the entire list; less is more in the world of landing pages. I know it’s tempting to highlight several features, something for everyone. But that’s the point of testing headlines and messaging on your landing pages, or where segmentation comes into play. Whatever you choose, choose wisely. Your value proposition is not only the hook to reel in conversions, it’s a reflection of your brand and sometimes the first impression.

Make it a good one.