Is your ad copy missing something?
Chances are, it just might be missing a crucial component that can make or break a campaign.
It's a unique value proposition. Do you have one?
Ads and marketing materials need a value proposition. What does your product or service do for your customers?
You need something specific.
Don't use vague language for this kind of thing. You also need a value proposition that's truly unique.
What can your company do that no one else can? What elevates you above the competition? What attributes can help you stand out in the crowd?
If you can give some hard numbers, or specific examples, that's even better.
Vague value propositions make for bland ads and bland copy.
You've got to be memorable. You need to stick out and get into people's heads.
In a recent blog post, Marketing Experiments talks about how unique value propositions are the most effective.
They offer two examples of bland, forgettable ads that are missing this key component.
An effective value proposition is a unique value proposition
One key element of all of these value propositions is that they have an “only” factor.
So, here’s an example of value propositions that are not unique. Can you tell the difference between HP and Epson?
[image source: Marketing Experiments]
Epson says, “Where there’s business, there’s Epson.”
HP says, “HP: everywhere you do business.”
And then goes on to say, “HP provides the products, services and solutions that help you simplify IT. Because your business is everywhere you are.”
This is an example of what I like to call blandvertising. A copywriter put those words together, and they sound vaguely businesslike and professional, but they also just kind of wash over you.
What do they really mean?
I don’t blame the writer; I blame the marketer.
If you’re working with a freelance writer or agency, you need to make sure they are empowered with a clear and forceful value proposition.
Or else, the writing you get back will be well-formulated and sound professional but also be fairly meaningless to prospective customers.
Here's a good example:
Even when Delta has to convey a more generic message — essentially, “we’re big” — it uses evidentials and specificity to convey a more forceful value proposition.
[image source: Marketing Experiments]
You can find more great examples of value propositions — good and bad — in the full article over at Marketing Experiments.
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