It’s been said that the medium is the message.
Just as your choice of advertising medium can communicate and reinforce your advertising message, so do the choices in your communication design and content give cues to your Value Proposition.
Your Value Proposition is the full set of perceived costs and benefits of your products, services and calls-to-action. There’s a reason it is the central component of our conversion optimization framework, the LIFT Model.
Ralph Waldo Emerson said, “Who you are speaks so loudly, I can’t hear what you’re saying.”
Are your customer touchpoints reinforcing or detracting from your intended Value Proposition?
Consider for a moment the effect of trust and credibility in the unfortunate case of Steve’s Detailing in Manhattan, New York. As a “detailing” shop, you may assume that “attention to detail” is an important part of their value proposition. Do you think they instill confidence in their attention to detail when their sign is misspelled, “Detaling”?
Just like for Steve, what you say can be less important than how you say it.
Everything counts. Your prospects are looking for clues in every area of your business to either make a decision whether to buy or reinforce their decision post-purchase.
How do you reinforce your value proposition?
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