How to Raise Your Value Proposition from the Dead. A flashy red button here, a rotating image there, a little video here…cool, right? It has become easier and easier to fancy-up your home page with little to no effort or expertise. This is not necessarily a good thing.
All that fancy footwork merely serves as a distraction, rendering your value proposition DOA and effectively buried; never to be heard from again. Take a look at this simple example from Marketingprofs.com:
Where does your eye go? Most often to the smiling faces rather than the copy, which is the value proposition; that is what you want your visitors to see instead. This is just a “simple” image – imagine the impact if the people were actually moving! Movement and image bells and whistles aren’t the only potential problems. Too much copy and messaging can also kill your value prop. The more you force feed content on your web page, the harder it becomes for the visitor to find what’s most important.
So, if you think your value prop is currently doomed to fail for whatever reason, here are some dos and don’ts to help you resuscitate and invigorate:
- Make your value prop stationary and obvious 1
- Eliminate extraneous information
- Don’t be afraid of white space1
- Be brief – 10 goals are as bad as none1
- Use customer language – forget buzzwords and acronyms2
- Make your value proposition clear and precise1
- Focus on a single benefit3
- Be specific3
- Create a sense of urgency3
- Mitigate buyer’s risk3
- Make it about an outcome, not a process3
- It should elevate you above your competitors3
We are increasingly bombarded with information from more and different channels. That makes it even more important to make your value proposition concise, compelling, and to have it stand out. Now, start the New Year out right, go resurrect your value proposition!