

#Elementor decided to inject my feed with their ads.
So I decided to tear down their sales page into Conversion Copy.
The biggest dilemma before writing a sales page is:
Should you start your sales page with benefits over features?
Not necessary.
You don’t have to force benefits out of the page when the benefits don’t want to come.
What does that mean?
Look at the Elementor sales page screenshot below.
It looks like they were hell-bent on leading with benefits and in the process, the message sounds blah..
Alternatively, fluff-free positioning and features list looks like this, in that order:
Go over these options and compare it to the copy in the screenshot.
What’s the difference?
The point is — to state the facts and speak the truth straight instead of mincing your words.
So every time you sit down to write sales page copy, do this one thing:
Go apply the above DON’Ts to make your copy pop out and shine.
And if you need help with copy audits, reach out to me at roshni@contentprimer.com
– Roshni
Because you’re undecided in your head.
You don’t know how to value your services.
You don’t know how to evaluate the value of what you do.
You don’t know the impact you’re creating with your work.
If you can articulate the impact, they’ll never question your price.
But..
If a price objection comes up and you dilly your way by matching up the price to the time you’re spending, the creativity you’re using or years of experience you’re carrying — it doesn’t cut it!
Because what’s your client gonna do with your experience? Creativity? Time spend?
How’s it beneficial for them?
Noo – it isn’t!
Show them what’s of value.
Show them WHY they should hire you instead of your competitor sitting in the adjacent browser tab.
Because your creativity, experience, and time is NOT a measure of the outcomes they’re expecting.
The same shit applies to online sales as well.
Your copy should just CONVERT – by stating the VALUE your work brings to the table.
Not the hours you’re pouring into the project.
And if you’re finding it hard to articulate the value of the work you do, I help you do just that.
Love,
Roshni
Premature positioning without translatable proof crashes your credibility.
The job of a value proposition is to gravitate your prospects towards your business.
You’ve got to define your brand the very first time they hear about you so that they remember you.
Humans are constantly looking to benefit. If you don’t take that to your advantage, you’ll be just another brand screaming for attention instead of making heads turn.
If you can write your value prop in 3 words – just 3 simple words, it means that you’ve achieved the clarity you need to lead your content.
So in this blog, I’m going to show you the value props of several websites and also tell you the first probable question that pops up in the reader’s mind when they land on a web page.
We’ll also talk about what not do while writing a value prop.
Ready? Cool.
The above value prop is clearly braggy.
Also, I had never heard of Cypher learning until now. So, I’m assuming it’s not an omni brand either. And omni brands rarely call themselves the best. They’re uber specific.
Adjectives like best, world-class and high-quality mean nothing.
High-quality just means high-quality. There’s no other way to say it or measure it. Because the one thing that defines this word is “quality” which is subjective.
That is why your value proposition should never depend on adjectives to define it.
Adjectives can never communicate the real value your business offers. Behead the adjectives out of your value prop so that you can focus on bringing the outcomes to the forefront.
Few days back, Peep Laja, the founder of ConversionXL tweeted how the concept of USP is obsolete and I agree with him.
Because in 2020, it’s impossible to be running an extremely unique business.
Especially, if you’re in a SaaS market – you know how crowded this industry is. So describing your brand as unique in 2020 is definitely not a good idea.
My first thought goes – how do you make your results colorful? Colorful pie chart? Colored graphs? Rainbow data?
I feel confused and I start wondering about what the product actually is.
Unfortunately, it’s a web development company.
Solution: They could have actually spoken about the approach they mention in the CTA and position their brand with a clarified message.
Nobody actually needs more data in this world saturated with data.
So saying “Need more data” in one of the headings is
And having data is not a benefit. It’s actually a liability to deal with if you don’t know how to tackle the data overflow problem every company faces today.
So if you’re a company offering a solution to analyze, organize, optimize and monetize your data, you should as well state this fact in your value prop and lead with it to bring in conversions.
Otherwise, you confuse your readers like this company does. And confused readers get off the wagon ASAP.
Lesson: Lead your value prop with your biggest benefit
Again, here’s another value prop starting with an adjective. We know what the problem is. So let’s talk about the UX here.
The goal of a business website is to make your reader’s job easy.
You start with clean websites. The screenshot of a login portal to the left is meaningless. It doesn’t add any value in elevating the message.
The objective of your message is to take your reader from one awareness stage to a deeper, better understanding of your brand.
When you add screenshots like these, that make the reader think hard, you leave them disappointed.
Conclusion: The reader doesn’t understand what this company is about until they read the tiny text that uses two keywords (AI and data analytics) in an unnatural sentence.
Solution: A hero section with no image is better than having a confusing, deviating image with an unclear value proposition.
Don’t come across as narcissistic brands by stating your own name in the value prop.
Instead, take this opportunity and use your online real estate to own your message, connect with your audience and bring them closer to your brand.
Any questions? Ask me in the comments.