Hey, it's Csaba, and welcome back! In this lesson, we're going to discuss how to find the right value proposition for each visitor segment!
There are lots of ways to improve the efficiency of your messaging, but there's one aspect that stands above all: the customer has to care about the message.
If the main essence of your message—whether it's an offer or an explanation of your value proposition—doesn't resonate with the visitor, any tactic you try to increase conversions will be like putting lipstick on a pig.
That's why understanding your customers and figuring out what their pain points are, and how you could better help them, matters so much.
Given that basic understanding, here are a couple of rules of thumb to help you create messages that really resonate with the user:
Rule no. 1 is to **talk about the visitor's problem.** Everyone has a problem. There may be no better way to get someone's attention, than starting with a recognition of their problem and pushing their "buttons".
Rule no. 2. is to **give a compelling offer.** If you want your visitors to take some action, you need to give them a compelling enough reason to do so.
Rule no. 3 is to **make the visitor feel special.** Messaging that makes the user feel more special will improve both your results and customer experience.
Rule no. 4 is to **increase the fear of missing out (FOMO).** While trying to rush someone who isn't ready to make a purchase is generally not a good idea, giving a reason for product- or fully-aware users to buy now rather than later is one of the most efficient psychological tools in an online marketer's arsenal.
And finally, it always helps to **put some fun and/or surprise into your messaging.** It can be as simple as a witty headline, or you can use a suite of gamified messages like Lucky Wheels, scratch cards, or Pick-a-gift campaigns.
Hopefully, you've come up with a few new ideas for your value proposition. In the next lesson, we'll discuss how to refine these ideas into a high-converting message. I'll see you there!
