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Alex Rahr
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@copyhackers thanks for taking the time to respond in such detail. This has helped greatly!
I can see how I can modify the value proposition benefit as the user continues through the stages of the buyers journey on my site! Copywriting K.O on the way :)
Hey Joanna,
Have purchased your starter bundle and learnt so much already!
Still a bit confused about value propositions though.
There seems to be a lot of conflicting information online about what a value proposition should and shouldn't include.
For example Step 5 of http://conversionxl.com/landing-page-optimization/ states that a value proposition should:
- Directly address who the customer is.
- State what the product does
- Tells why your unique
- Shows the end benefit
...yet even the examples for each one don't do all of these.Should a value proposition do all of these or just some of these and how do you prioritize which to include in headings/subheadings?
In regards to benefits, how do you know when to use a direct benefit or a larger indirect benefit? (i.e "saves you money on hotels" vs. "spend more on experiences rather than hotels".)
I've also read http://nathanbarry.com/step-by-step-landing-page-copywriting/ which recommends talking to the users problem in the headline rather than the benefit. What do you think of this approach?
Thanks!