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You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing by Chris Goward

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Chapter 5

Optimize Your Value Proposition

Don’t bunt. Aim out of the ball park. Aim for the company of immortals.

—David Ogilvy

Your Value Proposition is the first, and most important, of the six conversion factors in the LIFT Model.

  • It’s the driver of your conversion-rate potential.
  • It’s the reason your customers buy from you.

The value proposition is often approached as a logical exercise to determine your most important costs and benefits, but it also must include the emotional attributes of your company and product. The intangibles are just as important as your tangible appeals and detractions. Your brand essence plays just as much of a role as the features of your product or service.

Consider for a moment the effect of trust and credibility ...

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