Even if your visitors can understand your writing … even if they can use your website … and even if you offer what they came for … they may not understand ❌—or like—your value proposition. What is a value proposition? The seller’s perspective: ⮑ Value Proposition = Benefits − Costs The buyer’s perspective: ⮑ Value Proposition = Pros − Cons Three ways brands fail to communicate their benefits (the pros)—and several ways to fix the problems 1. Many companies don’t make it clear what the product or service does "Plain language almost always beats branding waffle." When products are sold using vague language, the results can be disastrous. The visitors don’t understand what they’ll get. For example: 🟥 Branding waffle: “Music, Meet Home.” 🟩 Plain: “The world’s leading speaker system: Play any song in any room from any phone.” Another example: 🟥 Branding waffle: “Introducing the oases of freshness: The Aquaris, the Tritona, the Anapos.” 🟩 Plain: “Drink pure, freshly-filtered water every day (and avoid single-use plastic).” Many marketers aren’t aware that their website has this problem. The problem goes beneath the radar because visitors seldom report that they are “struggling to understand the value proposition.” Instead, they say things like, “I’m still researching.” Also, most unclear descriptions aren’t as obviously bad as the ones above. The best way to identify unclear benefits is through user testing (explained in previous post). During user tests, listen for clues that the users haven’t understood the product or service. For example, you may find that a user’s objections to buying don’t make sense. Or that the user has gone quiet. 2. Some companies forget to mention valuable benefits For Example, a mobile company gave away a high-quality travel adapter with every travel phone they sold—but never mentioned it ❌. When they added the adapter to the website, sales increased ✅. So they added it to the offline marketing campaigns too. This was one of the many factors that allowed us to triple their sales in one year.

Which Book is Best for Beginners "Copywriting Secrets" by Jim Edwards Or The Ultimate Sales Letter" by Dan Kennedy?

Hey is there anyone that learned copywriting before funnel building?

Hey team! I'm working for a client who brought in a trainer to record a course, but the trainer doesn't speak the same language as the audience. Trainer is Spanish but I'm tasked with a funnel for a Romanian speaking audience. The trainer isn't super good at selling on video either. What would your ideas be on how to do this? Some ideas I already had: - Video with a switch between the trainer giving value (with subtitles) and the academy owner explaining and selling the course - Some type of interview setting - Sales video with subtitles (they tried something like that, I didn't review the content but it didn't convert well)

What are the best books that really help to understand copy and advertising?