Chapter 13 - Unique Value Proposition - Campaign Proposition

[Diamond Website Conversion]

It doesn’t necessarily follow that you must address each buying modality on every page of your site. It is vital, however, that no matter what page a visitor lands on, he can immediately understand what your business does and why you are the best company for him to do business with. Known as your unique value proposition, or UVP, this idea should be communicated in a concise, direct statement that enables customers who have never heard of you to recognize immediately what the purpose of your business is. Chapter 13 offers ideas about how to determine your UVP and how to communicate this idea clearly on your landing page.

[Anne]

"Why should I do business with you and not someone else? What is the hook, the emotional benefit to the visitor for engaging with the site? Would someone who has never heard of the site understand the site or the offer within 4 to 8 seconds?"Questions to be asked of each page and each campaign indeed.

Outside of price, arriving at a Unique Campaign Proposition is very challenging. New is easy. But, keeping things fresh - hmm, how to do this while still meeting the tried and true marketing saying of repeat, repeat, repeat? What if I point out different benefits with each campaign? Eventually a visitor will relate to the "latest" problem/benefit and convert.