Thought some of you might find this useful…
https://blog.louisnicholls.com/advice/product-to-value-based-messaging/
Thought some of you might find this useful --> a short blog post on how to significantly boost sales by moving from product- to value-based messaging...
You're right, it's a super common mistake and one I am well aware of, but fall self-victim to over and over again ;) I like the real examples you put in, and this kind of feedback for people is amazing!
Great post, Louis! A million times yes. As developers, we often focus only what we're selling and too little on how it helps our customers. Most users have trouble connecting with a feature list alone. As always, Stripe does this well. So does Framer.
If anyone wants more before/after examples, see my post on Johan Lejdung's IH thread: indiehackers.com/tallkotten/post/f6a6b0ec1f
Edit: To make this work even better, be a parrot. Talk to customers with the same phrases they use to talk to you. For example, if they call your main feature an "email blast", use "email blast" in your marketing instead of "bulk messaging". Really simple, but you'll see a boost on conversions.
Thanks for the feedback and extra examples!
very good as usual
Why do you focus on value in the headline/beginning of the message vs pain? (See pain dream fix framework)
Good question.
Pain dream fix works really well for B2B sales and some consumer/prosumer software.
I don't worry about including the pain explicitly on the landing page as step #1 for two reasons though:
To get to the landing page, visitors will have clicked from somewhere else (an email, advert etc) - that is where I talk about the pain.
Often, you don't have much time to grab the visitor's attention. The 'value' I talk about in the headline is normally a mix of pain and dream, but in just a few succinct words.
Hope that makes sense :)
This comment was deleted 7 years ago