The webinar discusses how to leverage a company's value proposition in marketing. It covers identifying the target audience, where they are located, what messaging to express to them and how to express the value proposition. Key advice includes testing the value proposition, as the points of value that resonate most with customers are not always obvious. Expressing the value proposition requires more than just copying the statement and should be customer-focused, with congruent imagery, videos and other elements on the page.

1. Value Proposition:
How to leverage your company’s most valuable asset in your marketing
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2. Speakers
Tony Doty
Daniel Burstein
Associate Director of Optimization
MECLABS
@TheRealTonyDoty
Director of Editorial Content
MECLABS
@DanielBurstein
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3. We’re sharing on Twitter!
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4. Daniel Burstein, Director of Editorial
Content, and Tony Doty, Associate
Director of Optimization, MECLABS,
discuss how you can discover your
company’s value proposition.
Watch it now
Access our other webinars
#SherpaWebinar

5. Speaker
Tony leads the Optimization Team at MECLABS and is responsible
for guiding test strategy and design for many of MECLABS’
Research Partners.
Tony Doty
He has extensive experience managing and supporting
optimization projects from experimental design through results
interpretation for Partners with varying levels of testing
experience.
Associate Director of Optimization
MECLABS
@TheRealTonyDoty
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6. Related Resources
• Value Proposition: 4 questions every marketer should ask about value prop
• Marketing Strategy: How you can use emails to test your value proposition
• Discovering Your Value Proposition
• Marketing Research Chart: Top platforms for testing value proposition
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7. Value Proposition
How to turn that shiny new value
prop into a high-performing page
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8. What have we heard?
“The logical step that is missing is to
show how this value proposition is
used to craft marketing collateral.”
“A single statement by itself is unlikely to
provide sufficient detail for someone to buy
or take the first step in a sales process.”
“I know this page is not
properly communicating
our value proposition, but
I need some help getting
the message out!”
“I need help
implementing the
value proposition
strategies.”
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9. Now that I have a value proposition statement …
What do I do next?
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10. Why should I buy from you rather
than your competitors?
PRIMARY
PROSPECT
BUTTON
PRODUCT
10
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PROCESS

11. Primary – Why should I buy from you
rather than your competitors?
PRIMARY
Prospect – Why should a specific
prospect group buy from you rather
than your competitors?
PROSPECT
Product – Why should I buy a specific
product from you rather than your
competitors’ products?
BUTTON
Process – Why should I take a specific
action on your site?
PRODUCT
11
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PROCESS

12. Why should this prospect
group buy from I buy from you
Primary – Why should you rather than
your competitors?
rather than your competitors?
PRIMARY
Prospect – Why should a specific
prospect group buy from you rather
than your competitors?
PROSPECT
Product – Why should I buy a specific
product from you rather than your
competitors’ products?
BUTTON
Process – Why should I take a specific
action on your site?
PRODUCT
12
#SherpaWebinar
PROCESS

13. PRIMARY
PROSPECT
BUTTON
PRODUCT
13
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PROCESS

14. PRIMARY
PROSPECT
Why should I buy this product
from you rather than your
competitors’ products?
BUTTON
PRODUCT
PROCESS
14
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15. PRIMARY
PROSPECT
BUTTON
PRODUCT
15
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PROCESS

16. PRIMARY
PROSPECT
BUTTON
Why should I take this action
on your site?
PRODUCT
16
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PROCESS

17. PRIMARY
PROSPECT
BUTTON
PRODUCT
17
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PROCESS

18. We are answering …
Why should [Prospect A] buy from you
rather than any of your competitors?
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19. How to Express Your Value Proposition
Who is the target audience?
Where are they?
What do you express?
How do you express it?
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20. Who is the target audience?
Before you think about where you will express your statement
and what you’re going to say, you need to answer …
Who am I talking to?
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21. Who is the target audience?
Identify the high-level prospect group for your statement.
For example, does it target:
• IT professionals?
• College students?
• B2B marketing managers?
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22. Where is your target audience?
Now that you have identified your target audience …
Go find
them!
(Hint: They’re not always on your homepage or landing page)
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23. Where is your target audience?
Identify the channels the prospect group is coming from:
• A targeted email campaign?
• A PPC campaign?
• Branded or non-branded?
• Display ads?
• Referral sites?
• Social media?
Visitors coming from different channels will have different motivations.
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24. Where is your target audience?
Identify the pages they visit:
• Landing pages?
• Product pages?
• Informational pages?
• Checkout pages?
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25. What do we express?
Infuse continuity
• Communicate value through every step of your funnel
But don’t be repetitive
• Different value points will be more relevant at different stages
in the funnel
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26. What do we express?
Each step of your funnel serves a specific purpose in the buying cycle.
Increasing Granularity
PPC Ad
Product Page
Features Page
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Shopping Cart
Checkout

27. What do we express?
Each step of your funnel serves a specific purpose in the buying cycle.
Examples
• Location: Homepage
• Messaging: Briefly introduce your company and direct visitors to the page
they need
• Location: PPC ad/Display ad
• Messaging: Capture attention and elicit a click to get them on a landing
page
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28. What do we express?
Each step of your funnel serves a specific purpose in the buying cycle.
Examples
• Location: Product page
• Messaging: Give visitors enough product information to complete the callto-action
• Location: Checkout
• Messaging: Reduce friction and counteract anxiety while providing
process-level value to get users through the process
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29. What do we express?
Choose one page at a time to focus on.
• Don’t overwhelm yourself by trying to optimize your entire funnel at
once
Concentrate your messaging on your value proposition statement.
When [Prospect A] leaves this page,
I want them to know X, Y and Z
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TEST IT!

30. What do we express?
Choose one page at a time to focus on
• Don’t overwhelm yourself by trying to optimize your entire funnel at once
If everything is a priority,
Concentrate your messaging on your value proposition statement.
then nothing is a priority.
When [Prospect A] leaves this page,
I want them to know X, Y, and Z
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TEST IT!

31. What do we express?
Back up your claims with evidentials.
• Evidentials are “proof points” that add credibility
Evidentials incorporate:
• Specification
Ex. Holds certifications in Cisco CCDE & CCIE
• Quantification
Ex. We have analyzed over 5 million calls
• Verification
Ex. 2013 JD Power Award for Best Customer Service
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32. How do we express it?
The value proposition statement is a guide, not a template.
A single
statement by itself
is unlikely to
provide sufficient
detail for someone
to buy or take the
first step in a sales
process.
• The expression is an interpretation of the statement
• Expression will change based on where you are communicating it
• The claims you emphasize
• The tone you use
• The amount of detail
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33. How do we express it?
The value proposition statement is a guide not a template
• The expression is an interpretation of the statement
• Expression will change based on where you are communicating it
• The claims you emphasize
• The tone you use
• The amount of detail you go in to
Do not copy and paste your
statement onto a page.
A single
statement by itself
is unlikely to
provide sufficient
detail for someone
to buy or take the
first step in a sales
process.
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34. How do we express it?
Turn your company-focused statement into customer-focused
communication.
• Your features do not matter if the customer does not understand how it
benefits them.
Example:
Company-focused: Babies R Us has over 872 store locations and an online store.
Customer-focused: Babies R Us offers convenient online and in-store shopping so
friends and relatives can easily buy and send the right gift directly to the expectant
parents.
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35. How do we express it?
Express your value proposition with more than just copy.
• Congruence: Every element on the page supports your value proposition.
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36. #SherpaWebinar

37. Next Steps
Interested in a demo?
Call +1 (877) 530-1555
Email sales@act-on.com
Web www.act-on.com
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Need it today
www.act-on.com | @ActOnSoftware | #ActOnSW

38. How do we express it?
Express your value proposition with more than just copy
• Congruence: every element on the page supports your value proposition
But your value proposition is not just
copy!
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39. How do we express it?
Express your value proposition with more than just copy.
• Congruence: Every element on the page supports your value proposition.
• Other elements include:
•
•
•
•
•
Imagery
Videos
Navigation
Slideshows or product tours
Lead gen form intro copy
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40. How do we express it?
But this …
Not this …
“Our new modular and
manufactured homes
are the cutting edge in
housing; they're
spacious, modern and
contemporary.”
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41. How do we express it?
But this …
Not this …
“Browse our huge
electronics inventory
and select from
thousands of
products.”
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42. How do we express it?
But this …
Not this …
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43. How do we express it?
But this …
Not this …
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44. How do we express it?
Not this …
But this …
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45. How do we express it?
Not this …
But this …
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46. How do we express it?
But this …
Not this …
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47. How do we express it?
But this …
Not this …
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48. How do we express it?
But this …
Not this …
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49. Now that we know what we’re supposed to do …
What does it look like?
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50. #SherpaWebinar

51. #SherpaWebinar

52. Expression Process Recap
1
Who is the target audience?
2
Where are they?
3
What do you express?
4
How do you express it?
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53. The Rest of the Process
5
TEST IT!
6
Test it.
7
Keep testing it.
8
And again …
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54. Testing Value Proposition
Why do we test value propositions?
• We are not the average consumer
• You cannot assume what points of value will resonate most with your
customers
You will need more than one test!
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55. Testing Value Proposition
Why do we test value propositions?
• We are not the average consumer
You do not create your value proposition …
• You cannot assume what points of value will resonate most with your
customer
You discover it.
You will need more than one test!
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56. Thank you!
Tony Doty
Associate Director of Optimization
MECLABS
@TheRealTonyDoty
Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein
#SherpaWebinar

57. Daniel Burstein, Director of Editorial
Content, and Tony Doty, Associate
Director of Optimization, MECLABS,
discuss how you can discover your
company’s value proposition.
Watch it now
Access our other webinars
#SherpaWebinar