I’m here at the MECLABS Landing Page Optimization Certification Course on the last day of the 2017 MarketingSherpa Summit.
In the second session today, Flint McGlaughlin, Managing Director, MECLABS, lectured on the value proposition.
“A value proposition is an ultimate reason,” he said. “It is the answer to the question posed in the customer’s mind, ‘If I am the ideal customer, why should I purchase from your organization rather than any of your competitors?’”
If the answer to that question is not an ultimate reason, your business or product does not deserve to exist. If someone else can serve your set of ideal customers better, then you are simply surviving on pockets of ignorance.
How do you know if your landing page’s value proposition is an ultimate reason?
The offer on the page should answer these four cognitive conclusions in the mind of the customer…
- I want it.
- I can’t get it (exactly like this) anywhere else.
- I understand it.
- I believe it.
If the offer on your landing page does not answer these four conclusions, its value proposition is not an ultimate reason.
Here’s an example from the course to explain what I mean.
The Control and Treatment:
The Value Proposition:
In the example treatment above, we have an ultimate reason in the new copy and design.
The answer to the question for the company in the experiment is: “Because we have the most comprehensive¹ and accurate² lead database.”
1. It includes access to over 210 million U.S. consumers, 14 million U.S. businesses and 13 million executives.
2.We have a team of 600 researchers who verify the data daily and make over 26 million verification calls a year (80,000 calls a day).
By plugging this reason into the copy, the page achieved a significant result.
Because of this ultimate reason, the page achieved a 201% increase in leads.
I’m writing this just as we’re finishing up here, and it’s been a packed day. If you’d like to learn more about our training, check out our education menu here.
You might also like:
Download the free 30 Minute Marketer: Value Proposition
Download the Executive Series: The Web as a Living Laboratory