What to do if your prospects don't understand your value proposition

Has it ever happened to you? A potential client sends you an inquiry: Them: Hi, I have this problem. But I'm not sure if that's something you help with. Could you please tell me more about what you offer? You (to yourself): Ugh. Can't you read? It's all there, on my website #eyeRolle🙄 About that... One time, I signed up for a mini course on value proposition (I was doing some research for my own online course [on finding your unique value proposition](=.bCSO5n6XssTaBJpqpkgqgplLUb39MhZEj2EL1zFDUxY)). I was pretty excited to check it out, since it was from a famous course provider. Instead, I rage-quit their course. And because quitting didn't feel like an adequate expression of my feelings about it, I also deleted my account with them. Why? Because about 3 minutes into the course, to test my newly acquired knowledge about value propositions, they showed me this banner: [A-B test] ... and asked me this question: ❓ Based on what you see on this graphic, what value proposition are they trying to communicate? My first reaction was... longer power cords? A way to charge phones without a cord? But the only answers for me to select from were: - great battery life - power saving features - being lazy So I was like... great battery life? "INCORRECT!", said the course app. "If you said great battery life and power saving features, you'd be right." 😡 #deepBreath #countTillTen Fun fact: if your prospects don't understand your value proposition, it's YOUR fault, not theirs Dear website owners, It's not the job of your prospects to correctly interpret your ambiguous visuals and copy. Or to spot the main message in the tiny font. If they don't understand your copy, it's your fault, not theirs. Your prospects cannot possibly be "incorrect." 3 important lessons you can learn from this banner disaster, aka... What to do if your prospects don't understand your value proposition: - Make sure your prospects cannot possibly miss the copy that carries your main value proposition => Make all parts of your UVP visually prominent and easily readable. - Be super clear => Make sure 100% of your target audience understand your value proposition in the same way. - A visual that can be interpreted in different ways adds to confusion => Make your visuals as unambiguous as possible. Thank you for coming to my TED talk 🎤😎 [A-B test] This would be all from me for the week. Sunny greetings from Germany ☀️😎 Gill [Website review](=.ZGozSu_B4w7aPrQWnec6ef5xgd5sIoGKaeF_ddch5Hw) | [Copywriting](=.lKlbh1BNkjK34rLzT6WX894nCL5hNhJfbBzD3HxeVvY) | [📙 My book](=.EWMwN-l31YO1hnh8o4clgPfDwyn8eDJvFoZdtE_9GCQ) | [🖥️ My course](=.G7QnGtADbOllN8jYdpzLj9NKMKMfprrhtOpa4hTNa3U) P.S. This email may contain typos, and I'm fine with them because cloning humans is, unfortunately, still impossible. Spending more time proofreading my emails would mean I'll have to share fewer tips with you. And sharing more and better tips is more important to me than sharing tips that are grammatically perfect. I hope that's fine with you, too. [Gill Andrews] [gillandrews.com](=.Z-GFhtsxfPYx38pKVkGeiJ9mefANnpZHEGhzqPWdjWU) [Share to Facebook](=.TdOSc3RQnwllmYD6cZYymFRud7Iugeg3U6nLXNndkaU) [Share to Facebook](=.5cA7d1mD-Npo0rJY8hPBAD0ccWFvGT5gTd-_NHq2gD4) [Share to Twitter](=.f-9hfph2jPj3Mi3vPUXIwCvwQP2mnovHsYAB-G5zgRQ) [Share to Twitter](=.UwrW9_HphSYnlY7ugXP4zORPTpQ2vDEzRlw4TTSC7JQ) [Forward email](=.94utUg1qppmFn-OdoXmB37ebEtg8TVEeKfQxE4OXAks) [Forward email](=.MXpg-FCNexCy1xcpB7pafv53XBik6dTCK_OIyX5N-9I) Gill Andrews You received this email because you signed up to my updates. Changed your mind? No problem. Unsubscribe using the link below. [Unsubscribe](=.PvHcEqRWreQhxZrJkW_e9r5KJkOhglY5ja7rqaGUVsA)