We frequently receive questions from our newsletter subscribers by e-mail ask for marketing advice. Instead of hiding these responses in a one-on-one communication, we occasionally post edited excerpts from some of these conversations here on the MarketingSherpa blog so they can help other readers as well. If you have questions, Let us know.
Dear MarketingSherpa: Hi Daniel. Hope you have a good week.
About 10 days ago I commented on a three-part study you posted on the homepage redesign sure your Linkedin post.
I asked you for additional resources and you sent a some links that I have examined.
If you don’t mind if I ask a direct question, could you give me your comments on that?
Here is the thing. My client is a SaaS case management platform, who wants a redesigned website. So we started to work and initially the goal was to make the homepage less technical and more business oriented.
I’m working on the homepage value and we discussed two options, both suggested by me:
Option 1: manage cases with ease
Option 2: Manage more cases with less stress.
The internal team leans heavily towards option 1 because it looks cleaner, and I’m pulling the other way because option 2 better identifies the wants and pains of the target audience, and with more impact emotional.
I’d love to hear your two cents on this. When the homepage competes with $ 50 million per year companies and the audience is the public sector and businesses serving the public sector, how smart is the idea to use these more “emotion-driven” slogans?
Founder / CEO
Dear reader: Hi Igor,
I can’t say which is the best value accessory for the business. It takes a lot of work. If you haven’t already, I suggest conducting a valuable accessories workshop with them. Here is an example – B2B value proposition: How a tech startup used a valuable accessories workshop to prepare for a public offering (4 takeaways for your brand)
As for your question between the two options, your best bet is to test.
Personally my spontaneous response (hope it doesn’t sound too harsh) they will both be underachieving as they have no credibility. I know you wouldn’t say to me « Handle fewer cases with more stress », so why would I believe you if you said to me « Handle more cases with less stress? »
As for « emotionally driven », it can work. Remember, you are not selling to businesses or government agencies, you are selling to people. If you get the right emotion from them (and I don’t know them and I can’t tell if you have) it can be very effective, but again, it has to be believable.
Hope this can help.
Dear MarketingSherpa: Hmm… interesting point, about credibility. I did not return this rock. Obviously.
We had no interview / planning with the client. They just asked that we redesign the site, and the deadline is New Years. So we are cutting corners in a lot of places in order to meet the deadline.
That being said, what do you suggest as a quick and easy way to add credibility to the valuable accessory?
By the way, thank you for your comment. It’s very useful!
Dear reader: Glad I was able to help, Igor. Fast and easy? It’s hard. I suggest calling them on the phone, discussing the claim they like, and then challenging them. “OK I believe you. But why should anyone else believe that? They’ll have three more tabs open with websites for your competition. Why would they believe that line?
Here are some specific things that can help build page credibility – Credibility: 9 things that help make your marketing claims more credible.
Dear MarketingSherpa: Thanks for the resources. I really appreciate that.
If there is anything I can do for you, please let me know.
You can follow Daniel Burstein, Senior Director, Content & Marketing, MarketingSherpa and MECLABS Institute, on Twitter @DanielBurstein.
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Categories: Value proposition conversion optimization, copywriting, headlines, homepage, value proposition workshop