Create a Primary Argument
Creating a primary argument means providing an answer to the question, “Why should I purchase this item from you and not one of your competitors?” You need to recognise that this is a very valid question and provide a credible, easy to understand answer.
Identify Claims of Value
You need to identify at least five different claims of value. These claims can be related to the high quality of your product, its looks and appearance or its low price tag. What matters is that these claims are true and will appeal to those you want to reach.
Consider the Appeal of Each of Your Claims
Go over your list of “value claims” and see what type of individual would be attracted by any given claim. For example, a claim that a product uses cutting edge technology would likely attract young people who are well versed in using such technology. On the other hand, a claim that a product is simple and easy to use may attract the elderly or parents looking for children’s products. Considering the appeal of each of your claims will enable you to identify your ideal target audience.
Create a Long and Short Product Description
Using the information above, create a long product description and a short product description. A long product description (consisting of 400 to 700 words) is ideal for customers who are seriously considering doing business with you but want to know more details about what you have to offer. A short product description (no more than 300 words) targets those who want to know, in a nutshell, what you are offering and why it is worth their hard earned cash.
Enhance Your Credibility
All companies like to state that they are the best in their particular field. This is why you need to back up your claims of superiority with cold, hard facts. There are three ways in which you can do this:
Be specific. Share specific facts that show that you are indeed more experienced, more qualified and/or more competent than your competition. Quantify your claims. Charts and pie graphs are great tools that will help you make your point clearly and concisely. Have others verify your claims. Positive reviews from former and present customers can do more for your business than a great sales pitch. Depending on your area of expertise, you may also want to seek some form of endorsement from top professionals, or even celebrities, in your field.
If you want turn your site traffic or business visitors into customers, then you need to present them with a well-written value proposition. This proposition should include a sales pitch, hard facts and testimony to back up the sales pitch and a list of product advantages that will appeal to your target audience. If you take the time to craft a value proposition of this nature, you will see your sales increase both in the short term and long term.
