CXL Scholarship Week 4 Review
Your business’s value proposition is arguably the most important element of your overall marketing messaging. A value proposition tells prospects why they should do business with you rather than your competitors, and makes the benefits of your products or services crystal clear. Product messaging should clearly state and paint a picture of how you solve their problems in a way that your customers wish to be spoken to. The ultimate goal of your customer is to feel like they are understood by the company in order for them to feel confident doing business with you. Ultimately, copy gives us quick and easy ways to test in conversion rate optimization and bring more clarity to our product.
In week four of CXL Institutes conversion rate course, we went overvalue proposition breaks out the experience in both a consumer in product tone of messaging. The product side explains the benefits features in the experience of a hole and what to expect where the customer sign explains the ones in needs the consumer is asking for in order to feel confident to buy your service or product.
- Which customers are you going to serve?
- Which needs are you going to meet?
- What relative price will provide acceptable value for customers and acceptable profitability for the customer?
We help (X) do (Y) by doing (Z).
Use Blank’s intuitive template to come up with your own value proposition. Remember that the first thing that comes to mind may be the best. Your gut instinct could be spot on here, and that’s what makes this simple solution so valuable.
After doing some more research I found an example I wanted to keep for my records. “Your local coffee shop may have a value proposition that’s similar to this one:
We help our local customers to feel good and do good by fueling them up with artisanal coffee in a community-focused space.”
I enjoyed how this course specifically broke the lesson into two different parts. Part one, finding your key messages and part two, defining the organization of your website messaging in determining what flow of copy resonates best in what order for customers. How we speak in the messaging we choose to use, then the order of how we speak directly impacts how well a customer resonates, trust, and processes a company and brand.
This lesson specifically goes over a tactic called the teardown tactic. By practicing copy teardown it allows you to look at your current sales page copy and get a relatable view of how successful your sales copy will preform. The copy teardown also allows you from start to finish to conduct an analysis how to create and test into winning copy that speaks directly to your target audiences. I love the psychology behind persuasive selling verbiage and found a lot of these tactics shown in this course to be extremely beneficial.
One tactic that caught my attention specifically was called message mining. Message mining is a practice of finding highly converting copy from competitors or from other data sources when you don’t have enough data points to reference yet in your own company. Extremely beneficial for start up companies or new online but the business presence is in general.
Joanna Weber, the original conversion copywriter quotes, in parentheses instead of writing your message on a blank page, just steal it. Steal it directly from the mouths of your prospects. Because the reality is most of the time, your customers are way more effective at recognizing and explaining what the value of your product or solution is than you are.”
My first impression of Joanna’s quote give me a slight head tilt, but she has a valid point. The best way to gain trust with your customers is by explaining to them we understand their main pinpoints and challenges with the product itself.
By understanding how your competitors speak to your customers directly impacts how you should communicate your company’s advantages over your competition.
By using messaging mining and asking users in surveys, polls, one-on-one interviews, and user tests, we can use messaging and how our customers speak about our product and incorporate them into our sales copy. How we set up these questions in the surveys and polls is crucial to leading the user into developing sales copy for us. Conversion messaging is broken out into three categories:
- Motivation – What motivates a user to purchase, what pain points and problems they have, and what outcome do they want to achieve by using our product/service?
- Value – How do we stand out from the competition? What problem do we solve and at what cost is it to the customer? What needs do we HAVE to meet in order for the customer to think we deserve their business?
- Anxiety – What are my main risks involved if I do business with this customer? By calling out anxiety, we should always spin the content into a positive and focus on how we solve their anxiety, not add to. Positive copy, vs. negative or wishy-washy copy.
The most successful product messaging experience paints the picture of what the user looks like before your product.. the middle man, or choosing your product… and the end goal of what your customer will be able to do now that he has solved his/her problems/pain points with your product,
My favorite portion of this course was creating unique value propositions and the tone in how we choose to speak to our customers. A value proposition is the most influential element we can control. In simple terms, it’s just a plain old reason to buy a product. Why should a customer choose to use you, over a competitor?
C = 4M (Motivation—the only thing we can’t influence for a user) + 3V + 2(I-F) – 2A
I enjoyed this course. Especially the emphasis on how important it is to do one-on-one customer interviews. There are so many benefits that we can learn more about our customers by speaking directly to them in a one on one setting. I feel like this so far was the hardest information to retain because this is farther away from my specialty. This would be great information to pass along to our writing team and start the conversation there.