Day 16: What makes you so great? Huh?

Last lesson we talked about how to clear up your website message so your visitors know what you do.

How did the user testing go?

Were you surprised by people’s reactions?

You may have found that people know exactly what you do and who for, or they have a pretty good idea.Or you may have found people struggling to understand what you do – not good.Now there is an exception to this rule.

If you have a particularly complex product/service, and you know from research you have that the visitors of your website understand what you do and who for, then that’s Ok.

As long as it’s clear to them. And to someone who is a novice in their field of expertise. This is considering the audience’s stage of awareness.

Have you taken a look at the Apple website recently?

Notice how they just state what the product is upfront.

They don’t have to educate people about what an iphone is and how it’s different to other mobile phones – everyone knows what an iphone is. They just state what it is, how much it costs, and provide an option to buy.

Why get in people’s way when you already know they want to buy your product? Unfortunately, you and I aren’t in this fortunate position, so we have to do a bit more than that.

We won’t dwell too much on stages of awareness in this lesson, as it could be its own course. But if you want to find out more, check out this helpful article that breaks down what it is.

All you need to know right now, is that you need to consider how much of the world knows you. If you’re brand new, then you need to outline who you are, what you do, who for, and why you do it better/differently to everyone else.

If you’ve got a bit of a fan base, you can go right into what you do, who for, and why you’re better. Let’s assume you’ve been established a couple years now and you’ve gotten some good results for quite a few clients – this is the stage most businesses are in.

However, you need to convince people who visit your website, what you do, who for, and why you’re better than alternatives they’ve tried before/are considering trying.

You want people to know all of this just by reading your headline and subheading. If you can get it in your headline, fantastic. If your product/service is quite technical, then sharing the message collectively in your headline and subheading is fine.

So, how do you do this succinctly, yet in an informative way, in just one line?

You first need to figure out what it is about your service that is most appealing to your audience.

  • Do you save people a lot of time? Maybe avoiding them doing something the old fashioned way.
  • Do you make people money by optimizing a part of their service? Maybe you streamline their operations.
  • Do you make their life more enjoyable and fun in some way? Maybe you sell electric skateboards to someone like me.

You need to capture that one thing that people love about you most. You could have 1-2 other things that are directly related and stand you out from the competition, and it’s fine to include those in your subheading.

You might already have that one thing in mind right now. But I want to challenge you to look through the customer data you collected and see what pops out to you.

If there’s a couple, jot them down.

You should also jot down how you meet that customer desire, and if you help them avoid doing anything painful while doing so.

And that’s your homework for this lesson!