Your headlines are the first part of your marketing that your customers will read so they need to make them want to read on. How? By waking up their chimp and prompting them to take action.
But what do I mean by ‘waking up their chimp’?
In The Chimp Paradox, Professor Steve Peters talks about what he calls the ‘chimp brain’. This is the primitive part of the brain which is solely geared towards keeping us alive. It’s constantly on the lookout for danger, and, as soon as it wakes up and realises that there's danger present, it takes action to protect us.
I had a conversation this week with a fellow business owner about those offer deadlines and red flashing countdown timers, that pressurise customers into buying. If you’ve been on the internet in the last 5 years, I’m sure you’ve seen the ones I mean.
There's no denying that tactics like this work in the short term, but does that mean it's a good idea? Does a quick sale lead to more profits in the long term?
A value proposition is your answer to the question, “what value do you deliver to your customers?”
A strong value proposition is not necessarily the messaging you’ll use in your marketing. Rather it’s a tool for you to use internally to create powerful messaging that will resonate with your buyers.
A lot of people know exactly what they do, but they don’t articulate the real value to their buyer. If your buyer has to work out the value for themselves then that makes it harder for them to buy from you.
My definition of marketing is simply making it as easy as possible for people to buy from you. So if your customers have to work out for themselves what value they’re going to get from buying your product or service then you’re not making it easy for them.
It’s important to tell your customers not just WHAT you deliver but also HOW you deliver it and WHY it is important.
So how do you create a value proposition?
The aim of marketing is to support customers through their buying journey. Therefore every single piece of marketing should have a call to action that leads your customers on to the next step. If you're not clear on why, read my previous blog, "Have you planned your customer's next step?"
Crafting an effective call to action is easier said than done. Here are the three things to keep in mind:
The answer is both, but at different times of the sales process.
I’ve talked about the sales funnel before, and about how a deconstruction of the model forms the backbone of the Watertight Marketing methodology (in which I am Accredited and licenced). But when we start talking about logical and emotional messaging in marketing, it’s imperative to understand where in the sales funnel your buyer is at the moment that they encounter your message.
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