A powerful value proposition instantly tells your potential customer the benefit from using your product or service, and why it’s unique from your competitors. It’s the reason why they should do business with you.
Customer testimonials work. Why? Because they give credibility and confidence to the service or product you’re offering.
Think of it as a recommendation by someone who’s experienced the same anxieties your potential customer is now facing. A great testimonial will show the benefit of using the product or service by painting a “before” and “after” scenario.
Only your customer is able to give you a testimonial and there are five questions to ask your customer to help them construct a perfect testimonial for you.
People are more likely to read bullet points than a paragraph. The hallmark of a great bullet point is brevity plus a promise.
Brevity means short bullets that can be read at a glance and keeps your reader moving through your article. The promise is the tease or hook you’re making to your reader that can benefit them.
Bullet points serve to break-up the text by highlighting specific aspects of your copy. The scanner slows down to read, going from one bullet point, then onto the next, and so on.
Overall, bullet points make your article far easier to read.
Subheadings serve to summarize your article by breaking it up into readable sections.
This allows for the person that’s scanning to get a quick and easy guide to see what’s going on with your article and if of interest, to stop, look and read.
How you write subheadings follows the same principle as those for crafting a headline. Importantly you want them to be descriptive, show a benefit for your reader, and be short.
The opening first sentence of your article must be short and with plenty of punch to keep your readers attention.
Achieve that and the reader will want to read the next sentence, and then the next and so on. Just like a cascading waterfall.
Remember, the headline captures your reader’s attention. The first sentence keeps it.