The Value Proposition Development Process
Bulletproof Funnel Framework Level 1 Review Part 4
** The Value Proposition Development Process is the fourth and final email in this review sequence (although you could well have more or less), a sequence that optionally follows the main Action Guide Sequence to target only those subscribers that have not taken key actions, such as visiting/downloading certain Action Guides or made certain Tripwire purchases. Specifically, this last email is only sent to those that have not visited The Value Proposition & Customer Avatar Action Guide or have not purchased The Value Proposition Workbook. It’s always best not to give too many choices – each email should have one core objective/page to click-thru to – but you can make these links conditional on which tags are/are not present for each contact. So for example here, if a tag such as “action-guide-visit” does not exist for a particular contact, then we use the Action Guide Link and if it does exist – because we don’t want to send them back to a blog post/action guide they’ve already visited and because they should now be well primed for it- we’ll use The Value Proposition Workbook Landing Page Link instead. This does involve a bit more work, as you have to create separate conditional blocks of text – which usually have to be edited to make sense – for each link and if you have several CTA’s/links then you have to repeat this each time. So, a little extra work (and testing) yes, but it does mean you have two (or more) targetted objectives for (almost) the price of one, which should – theoretically – improve click-thru rates.
Example of tag dependent conditional blocks in Active Campaign As ever, suck it and see… You can if you wish, browse all emails in this sequence here. **
Final Review… The Value Proposition Development Process
Landing Pages with high bounce rates are reportedly a common problem, but it’s also a problem that can often be quite easily fixed.
If I was only allowed to share one insight about Landing Page bounce busting to you, it would be something like this:
If you fail to quickly and clearly align your deeds with your visitors needs, you will fail to connect and when you fail to connect, you won’t just be looking at a fond “farewell”, an “adios” or an “au revoir”…
What you’ll be looking at is…
A goodbye forever. An end. A full stop.
If your Landing Page is buzzing with hard fought (or bought) for traffic, but 95% of it quickly exits, never to return (very common), then – unless you have very deep pockets – you’ll soon have to address the sunken time, money, blood sweat and tears invested in advertising, content marketing or SEO, because: traffic comes at a cost. A cost that if not brought under control, really could lead to…
A full stop. An end. A goodbye forever.
And so…
To have a fighting chance of getting > 5% of those first-time visitors into your Funnel…
Firstly – you need to attract more of right the kind of visitors, the type of visitors that want, need and are actually willing to pay for the products and services you provide. This is where developing a Customer Avatar comes in, by providing an effective way to better understand who your target customer really is and what really matters to them.
Secondly – to avoid those first-time visitors immediately hitting the back button and waving bye-bye, you must find a way to connect; simply, clearly and quickly. A highly effective way to do that, is to ensure the very first thing your targeted Landing Page visitors read is of relevance, value and specific interest to them.
Which is where the last foundational step: Creating Your Value Proposition comes in.
An effective Value Proposition is a clear, simple statement that prioritises and focuses on:
Them (over you).
Solutions to problems (over products and services).
Benefits of solutions (over bells & whistles features).
Ideally, also communicates:
Who your ideal customer/target demographic is.
Specific, tangible benefits to them.
How you’ll deliver the product or service.
And for bonus points, also gets across:
What makes your offering so unique or different?
Which boils down to this…
The Value Proposition Statement Process is a simple, reliable, quick and consistent way to effectively reduce the back button bounce and boost conversions, for all your Lead Magnets, Tripwires or Core Products, simply by ensuring all your Landing Pages open with a simple statement that clearly, quickly and succinctly communicates what the product or service does, how it does it, who it does it for and the tangible outcomes it can deliver.
And so, just because certain lousy Landing Pages have a problem engaging their first-time visitors, doesn’t mean yours will, simply because…
Once you have your Awesome Avatar nailed and a clear Value Proposition process to follow; it is, actually, quite easy to do.
So, what’s not to like?
If you’re ready to write Introductions to Landing Pages that are really relevant, crystal clear and can quickly connect visitors needs with your deeds for more sign-ups, conversions and ultimately sales, then all you have to do is…
Check Out The Complete Workbook: 3 Steps To A Simple, Succinct Value Proposition Statement Here
Problem solved. 👍
Nick
PS: In this new blog post…
I explain exactly how I use the Avatar & Value Proposition Processes together, to firstly attract the right kind of visitors and then quickly, meaningfully connect with those visitors, so they stick around long enough to actually enter my Funnel and be guided towards a sale.
Gotta be in it to win it, right?
Check it out here:
How To Create A Value Proposition & Customer Avatar With The BFFW Processes, Workbooks & Checklists
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Significant projects in the past have included running a record label and setting up a charitable education & welfare program.
He works both from his home in the UK and - when the weather takes a predictable turn for the worst - remotely from warmer climes.
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