The website equivalent of your elevator pitch: your value proposition

Love is certainly in the air in our eCom bubble.

So I’m allowed to start off by saying: your products are heart stoppers. Truly

But if you cannot explain their awesomeness to a stranger on the internet, in approx 7 seconds, only your friends, your parents and a few loyal ones will keep buying them.

I know this isn’t you.

Well certainly not after reading this email.

I’m going to help you identify what us marketers call your brand‘s value proposition.

In over 7 years of testing and optimising sites, this has had THE MOST impact across 100s of tests. So you want to give it some thought.

The simplest way to describe a value prop is to answer 3 key questions:

1. Relevancy. How do your products solve customers’ problems or improve their situation (or even life)?

2. Value. What specific benefits do your products deliver?

3. Differentiation. Why should someones buy from you and not your competition?

This should be clear as soon as someone lands on your homepage. And be supported with scatterings across the rest of the site.

Let’s look at some together:

Strapsicle: a 3/10 for me

• Too much going on between the background and the image diluting the punch

• Cool limited edition of a viral book but no mention of what the product is

• Shop Now is a bit keen. It would be better as View the Range

Brez: an 8/10:

• ADORE - the image and copy compliment each other

• It’s crystal clear what it is and how it helps

• The animation and maximimalist branding quickly communicate who they’re appealing to

• The 2 points I’ve knocked off? Lack of accessibility - you can’t read the subheader. It blends in with dark on dark

• BONUS points for the CTA copy

OVER TO YOU

Here’s how you’re going to stand out from your competitors.

You don’t have to be radically different but you MUST have an edge in your potential customers mind.

These few quick tasks will help:

1. Write down all of the ways that make you different / better / cheaper / more luxe than the competition

   a) Use this prompt in ChatGPT: “Give me 5 angles that I could use as a value proposition for a [insert your product category here, e.g sofa, make up etc.] brand. Consider price, luxury, differentiators, quality, must-haves, status, daily routines”

2. Ask your customers why they buy from you using a survey or dare I say it, a quick call.

3. Download an export of your reviews, stick them in ChatGPT and ask it to look for the common themes of why people love and buy from you

4. Look at your competitors reviews and see why people DO and DON’T like them. Use this to emphasise how you overcome their gripes

Once you’ve built a solid idea of what to lean into, craft a compelling headline and subheadline that reflects this.

The image or video you pair it with is KEY to supporting it too.

Testing it in the wild is the BEST way to see if it performs.

How your customers react to it is the only way to gauge if you’re now hotter than a Rhode campaign.

Paid ads, socials, landing pages and your homepage are the ideal spots to test.

BIGGEST MISTAKE TO AVOID:

Whatever you do, don’t use a carousels like this - the attack on the senses as it spins is enough to invoke spinning teacups nostalgia.

Not in the good way. In the I want to hurl way.

Brands that do this are trying to say too much at once and they RARELY outperform static.

One of my FAVOURITE things is to help with val props - reply with your brand and I will send some ideas

Maison Pearson and their £350 heritage brushes. Through the power of TikTok, they’re becoming a status symbol. A must-have in the world of aesthetically pleasing everyday things.

They are my IDEAL client. Just look at the shake up their website needs.

*Adds to vision board and tracks down Founder on LinkedIn*

Go ahead and give your products a better angle.

Your sales will thank you for it.

Laura 

P.S. what are you eyeing up for Valentine’s?