Read any copywriting manual or article, and it’ll tell you that the headline is the most important part of your sales copy. That’s true.
Unfortunately, the advice that follows is often originates from snail-mail sales letters from the 1950s. I researched 500 headlines of successful online businesses and figured out which formulas work today.
“How do I come up with a unique value proposition? What I sell isn’t unique.”
If you’re working on improving your business, you know there’s no shortage of information about why you need a unique value proposition.
You’ve probably even seen a handful of solid examples, but when you go to write your own, you hit a wall.
You’ve got too many competitors, they’re selling the same stuff, and it looks like all the good value propositions are taken.
What can you do? What should you differentiation strategy be?
Conversations with prospects or customers can improve practically every metric or user state model you’re aiming for.
There are already a bazillion resources out there that spell out how to “craft the perfect value proposition.” In fact, the whole concept of “unique value propositions” (UVPs) is — at least at first glance — really Marketing 101 material.
So why keep talking about it? For one very good reason:
Most courses & books on value propositions FAIL to show you how to actually create value proposition through empirical, quantified research.
Persuasive writing skills are among the few things in life that can give you massive returns. If you want to know how you can become better at writing persuasively, keep reading.
![Testing the Presenter’s Paradox – Do People Really Average (Not Sum) Object Values? [Original Research]](https://cxl.com/wp-content/uploads/2017/10/DSL-w-freebie-320x160.jpg)
This study examines people’s tendencies to average, not sum, values of items in a list or presented as package deals.
We provide 3 perspectives: 1. we outline what products and lists two academic studies have tested, 2. we duplicate a product and list test with a larger sample size to try and replicate the findings, and 3. we then apply the test to six new products, three experiential products (travel package, hotel night, massage) and three physical products (camera, printer, kitchen mixer).
Copywriting and UX go hand-in-hand.
Think about it. Design and copy add up to equal the user experience, right?
If either element falls short, so does the overall UX. So, it just makes sense that copywriters should have an understanding of UX and design basics.
That starts with wireframes.
There’s no such thing as a perfect email subject line. No one can give you a formula that will work every time.
However, you can follow these principles, which will guide you closer to writing email subject lines that are perfect for your audience.
Here’s a common phrase that perhaps you’re familiar with: “Don’t raise your voice, improve your argument.”
As an optimizer, you’re in the business of arguing. You’re constantly arguing with your visitors about whether they should leave their email or not, buy something or not.
Improving your argument, even just a little bit, can have a huge impact on your conversion rate. That’s where rhetoric and persuasion come in.
The best UX is the one you’re not aware of, the one you don’t even notice. That’s what makes a site truly intuitive.
Each time UX falls short of intuitive, cognitive load increases. As cognitive load increases, your conversion rate begins to suffer.