Day 17: You’re making the headlines!
I bet you’re feeling more confident about the potential of your business after our last lesson!
Did it take you long to discover what’s unique about it and how you’re going to dominate your niche?
Now it’s time to spread your message and let the world know you’re on the rise.
This last lesson and the whole of part 4 are going to be getting that message nailed down so you can start a movement and grow your customer base.
In the previous 3 lessons, we’ve discussed what a value proposition is and how to discover your niche differentiator.
Today, we’re going to turn that knowledge into a killer headline that will set you apart from all your competition.
How? We’re simply going to fill in this sheet.
Don’t let the simplicity of this task fool you, because you’re going to leave this lesson with your perfect headline that will grab the attention of all your leads.
Let’s take a look how to fill this in, step-by-step.
In column A, you want to list all your features. If you have a lot of features, you can just list your top 5. You could even add your product/service, if it’s unique.
In column B, leave a ‘Y’ or ‘N’ (Yes or No) to denote whether that feature is unique in your industry. If the way you use that feature is unique, then you can mark ‘Y’.
In column C, see if you can match the pain points you extracted from your customer data, to that feature. For example, if the feature is an online account where customers can keep all their information, that feature solves the pain of the customer having to organize their own information.
In column D, this is how strong the pain is to the customer. How much pain it causes in their lives.
In column E, this is how often customers mention the pain.
The ‘Total’ in column F is the ‘Severity’ and ‘Frequency’ scores added together.
In column G, you note down what the customers desired outcome from using your feature is. Is it that they have more time to work on other areas of their business? Whatever benefit they get from using that particular feature.
The next half is where you write your value proposition headline. But we’ll come back to this in just a moment.
First, we’re going to give you a fill-in-the-blank formula for structuring your headline.
If you jump over to the second page on the spreadsheet, you’ll notice some headline formulas.
Let’s breakdown how to use them:
[Achieve Outcome] = what did your customers say they want to achieve using your product/service? Do they want a lower CPC for their ads? Do they want their products shared on social media? – this has to be directly related to what your service helps the customer achieve. Avoid vague promises like: “Get more time”. You should look back through your customer research sheet and customer avatar for this one.
[Product Type] = this is one of the features you listed in the first page.
[Does Valuable Unique Thing] = what’s one of the qualities of your product/service that none of your competitors have? What did your customers tell you they liked most about your product/service? You can offer a common service, e.g. accounting, but you must identify something unique about how you offer that service. It could even be that you’ve won the most awards, or you have the biggest selection of products online – anything you have, that no-one else does.
[Eliminate Pain] = what did customers tell you drove them to you? What pain were they trying to overcome? Were they wasting time with a menial task they can’t do? Look at the first page and see what pains you’ve listed.
Right, back to the first page. You’re going to start writing!
In column H, you’re going to copy and paste your chosen formula, and fill in the blanks using the info in the previous columns.
Once you’ve created your headlines, you’re going to rate them on a scale of 1-10 (10 being the best).
- Specificity = does the headline talk about something specific? Or is it vague?
- Uniqueness = could any of your competitors use this headline for their business?
- Desire = how much would your leads want this?
- Clarity = is it understandable what you’re offering?
- Succinctness = the headline should be no more than 15 words. Fewer the words, higher the score.
Then tot up those numbers and add the total to the ‘Final Score’ column.
In theory, whichever ranks highest, is the best headline. But it’s up to you to consider which is your favorite and why.
Which one will stop a passer by in their tracks and make them want to find out about who you are and what you do?
Choose your killer headline, add it to your site or landing page, and track its performance with your analytics.
That’s all for this lesson.
Next time, we’re moving on to Part 4, which is all about writing that captivating message.