13 Feb 12
12 Oct 12 5:12 pm
What you're talking about is deciding on a UVP (Unique Value Proposition) and how to express it in your headlines and subheads. Your UVP is so critical (the foundation of your whole online business for that site) that 45 minutes on it is like nothing. People spend days on getting their UVP just right - it's that critical.
Your UVP expression has to:
* Be very clear ("Clarity beats promotion in selling")
* Be short and immediately understandable (you have just a few seconds)
* Support the AIDA sales process (Attention/Interest/Decision/Action) It must grab attention and start Interest. Otherwise it won't get visitors to continue from the head to the subhead and then to the ad copy.
* Lead naturally into the next ad copy
* Be believable and be substantiated. Nobody believes ad claims, you have to prove them - near the claim itself. The best proof comes from 3rd parties (statics charts, testimonials, polls, etc. Again, nobody believes what what the advertiser themselves say about their product).
"Believable" means you can't exaggerate too much. For example "Thousands of dollars in overnight web profits on autopilot - nothing you have to do, no experience necessary" Is not a believable claim. Neither is "How to win the lottery each and every time you play!" One sees a lot of these incredible claims and dismisses them out of hand.
I recommend some study at http://www.MarketingExperiments.com
by searching there for "value proposition".
Hope this helps....