Photo by Nick Morrison on Unsplash

You know how you visit a landing page, and the headlines and sales copy get you moving towards completing the call to action, because of how persuasive it is? There’s a science to it. There’s a science to creating such fascinating copy that’s persuasive. So, I’m going to show you how to construct a killer value proposition for your product with some strategically collected voice-of-customer data. Then show you how you can use Google Spreadsheets to instantly transform really dry, sort of messy, survey response data into a complete messaging hierarchy for almost any sales page.

In the famous words…


There’s been a lot of fuss about what unique value propositions are, and how they affect the business; unfortunately, a lot of landing pages are not optimized to reflect these. So, why don’t we talk about how to sharpen our understanding of what unique value propositions really are and why they’re critical to any sales narrative — online and offline; recognize the way value propositions fundamentally change with the product type and audience awareness; and finally, devise strong value propositions for virtually any product — even niche/new products — using a logical, repeatable framework.

Remember the Heuristic Formula for conversion…


Imagine if you could get your customers to literarily tell you what they want to see on your landing page, and how to convince them to complete the product goal on your landing page; well, it’s a possibility, and I’m going to tell you how.

Now, if you read my last post, where I talked about Message Mining, you’d have a background on the basic approach to mining product messages from customers. Some of the big ways to extract/mine messages from customers are surveys, polls, one on one interviews, user tests; but unfortunately, most of these out there are not…


Photo by Marvin Meyer on Unsplash

Message Mining: How to Eavesdrop on the Internet and Steal Killer Copy

Thinking of the right copy to use for your landing page or product, can really be tiring, heck, it might even come with a headache, as you find the right words that your target audience vibe to. But what if I told you there’s a better way to do it? What if I told you that you don’t have to go the long route of thinking about what the copy should look like? What if I told you that you could literally get your target audience to give…


Photo by Kelly Fournier on Unsplash

There’s no magic behind conversion, especially when it comes to landing pages. Just the same way a measured set of food ingredients, added in sequential order makes a nice dish, that’s the same way certain protocols, when followed, will increase the chances of conversion. I must admit, up until this class, I had been going about the business of building landing pages in the wrong way. There’s indeed a science to these things. So briefly, let’s talk about how to increase your chances of conversion through your landing page, using a page teardown.

Mind you, this’s not a guaranteed way…


You know, traditionally, the moment you begin to build a product, one of the first things you do is build a user persona for your intended market. While this is good, it’s not so great, as it fails to capture the fluid nature of the customer’s anxiety (pain points), motivations, and goals. A User Persona is static, in that it only captures in time, the user’s wants, in essence, we’d say that it’s a snapshot in time of the user. A user’s process towards fulfilling a need with the product, changes over time, as it’s a journey. And so, requires…


PRIORITIZATION

Impact/Effort Graph

Prioritization is a word that cannot be over-emphasized in Product Marketing, as it’ll not only help you run efficient campaigns but also cut down costs, resources and get you the required results. But how then do you prioritize? How do you ensure that the surveys you’re carrying out will generate the right data you want? Well, here’s where Gerry McGovern comes in with his innovation — Top Tasks Analysis. So many times, we run ads with too much information, design landing pages with grotesque arrangements, carry out surveys fielding the wrong type of questions, and all these affect the…


User-centric Marketing

Search has redefined the way people acquire both products and services. It has created a bit of nightmare — choices. We’re so spoilt for choices most times, that we are overwhelmed with our decision-making process. Also, in the same vein, access to digital media has amplified our reach and availability of these choices. On one hand, as a startup, you’re able to compete and even displace incumbents, on the other hand as a user/customer, you can literally reach anyone, have your voice heard by anyone at any time, galvanize people to your cause(s).

As part of my course requirement, I’d…


Growth Marketing

Oftentimes, startups are compared to incumbents in the industry, making comparisons on their growth curves, and what they’ve done or not done to grow to the stage which they’re; but what is not talked about, is the difference in the tactics these companies have chosen to use to run their campaigns; though strategies are discussed in broad terms, the tactics is where the magic is made. So, in the next few paragraphs and over the next 12 weeks, and more, I’d be sharing my thoughts, and takeaway from the course — Growth Marketing Minidegree Program by CXL Institute, as part…


“Attention!”

C.O shouting orders at his men

Their CO (Commanding Officer) shouted. From a distance, you could hear their feet coming together in a halt as they all snapped to their feet. Infact, if you were blindfolded, you would think someone just shook a big mango tree and the fruits were falling with a loud ‘thud”, but two seconds later, there was no more sound. Most of them in their army fatigues and combat boots, others, still fully dressed as they had just returned from patrolling the nearby village. …

Samuel Arua

Product/Project Manager | Growth Marketer

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