MarketingSherpa Video Archive

Value Proposition: How to turn a shiny new value proposition into a high-performing page

Daniel Burstein, MECLABS, and Tony Doty, MECLABS

In this MarketingSherpa webinar, watch as Daniel Burstein, Director of Editorial Content, and Tony Doty, Associate Director of Optimization, both of MECLABS, discuss how to turn your value proposition into a high-performing landing page.

At MarketingSherpa we receive many questions from marketers asking where to go after crafting a value proposition, how to apply that to your marketing efforts online, and then communicate the value prop effectively.

This webinar dives into the four different levels of a value proposition:
  1. Primary

  2. Prospect

  3. Product

  4. Process

Overall, marketers must answer the question: "Why should [Prospect A] buy from you rather than any of your competitors?"

To incorporate your value proposition into the website, you must identify who your target audience is and where they are, find what you need to express in your value prop, and finally, determine how to express it.

"We always talk about quantification, specification and verification, and the more that you incorporate that into your messaging to kind of get that credibility across, the better you're going to be," Doty said.

Learn how to incorporate your value prop into your messaging as well as hear your peers' questions on:
  • The differences between framing a value prop for a nonprofit versus a profit organization

  • Separate value propositions for different product groups

  • Taglines and adjusting them for target markets

  • How the unique selling point varies from the value proposition

  • The length of an effective value proposition

  • And much more

Download the slides to this presentation

Related Resources

Value Proposition: 4 questions every marketer should ask about value prop

Marketing Strategy: How you can use emails to test your value proposition

Marketing Optimization: 4 steps to discovering your value proposition and boosting conversions


Video Transcription

Burstein: Hello and thank you for joining us for today's MarketingSherpa webinar. Today we are going to be talking about your company's most valuable asset in your marketing. Your value proposition and how to better leverage that. To do that, I have with me today Tony Doty, the associate director of optimization at MECLABS. Thanks for joining us, Tony.

Doty: Thanks, Dan. Glad to be here.

Burstein: So Tony runs our optimization team at MECLABS, which means, functionally, he is involved with dozens and dozens of test over the year where he is testing value proposition, expressing value proposition, learning about value proposition. Is that correct, Tony?

Doty: Yeah. Absolutely. In my role I get to kind of see and dabble with all the tests that we kind of run as an organization across all of our different partners that we work with. So, a wide range of exposure, B2B, B2C, different parts of the funnel. Everything like that.

Burstein: Yeah. And so, we brought him in here today to answer your questions. He works on, like I said, B2B, B2C, even some nonprofits, big companies, small companies. All different types of companies. And so, what you're going to see on today's MarketingSherpa webinar, probably different from a lot of webinars you see. We do not have a slide deck that we have to get through in any sense to present a certain amount of information.

We are simply answering your questions. So if you want to know something, you can use #SherpaWebinar to ask your questions on Twitter. #SherpaWebinar. You can also use #SherpaWebinar to share what you've learned with value proposition. And basically, so some slides, we are going to go through super quick. If you haven't asked a question about it, some times we will take our time and make sure that we have answered your questions.

Something else you can see on #SherpaWebinar is some related resources that we are going to be tweeted through that we've written and researched a lot about value proposition. Going there is going to help you get some more ideas on better communicating your value proposition. So, with that let’s jump into it.

So, what we're going to do today is help you learn how to take that value proposition you have and turn it into a high performing page, right? Because we get a lot of questions after we teach about how to create a value proposition: "What do I do now?"

"I have this value proposition thing, I have this internal statement, how do I communicate it?" We are going to help you understand what to do next. But first, we did have a few questions about crafting a value proposition in and of itself. So I want to start here with this question from Michael. He is an owner of his own company. He says "How do we develop a value proposition to differentiate ourselves from our competition?"

Now Tony, in fairness, that could be an entire webinar in itself. And we have hours and hours and hours of teaching about that. If can some it up in a minute or two, can you give him an idea of?

Doty: I mean the biggest thing is like the question on the screen states. You know why should I buy from you rather than your competitors? And so, we really want to understand what's appealing about you, about your company, about the products you offer, the solutions you offer. And one of the best ways to do that is to really talk to the people that closest to your customers.

Talk to your sales team, talk to your customer service to really understand why is somebody actually making that ultimate yes, to say yes I chose you over somebody else. And, another key component of the value proposition is your exclusivity. So, that's the "why would I do this instead of anybody else?" And so, really making sure that you have a good grounding in kind of your competitive intelligence, competitive research.

I mean, there might be things that are appealing and that exclusive to your offering that you just don't know about because you might not of done the groundwork seeing what other substitutions and other products are out there that are kind of competing in the same space. So really looking at the appeal and the exclusivity.

Burstein: And we also have a question from here. Rich, he is the president of his company. He says, "What differences are there in framing a value prop for a nonprofit group? A religious group? An association for example, versus a for-profit one?" And what Rich and these questions are talking about is really that primary level value proposition. We are going to tell you about all four levels of value propositions. So what should companies think when they are framing their value proposition and how might that change among companies?

Doty: I mean it's less important in my opinion as to are you a profit or a nonprofit? But what we really want to understand is why would a customer or why would somebody take this action with you instead of somebody else?

And so, whether that is purchase a product, download an ebook, volunteer, donate, you know whatever the action is that you're asking somebody to take, whether it's profit or non-profit, that's where you need to understand why would they do this with you instead of somebody else? So volunteering as an example.

Why would they volunteer with your organization instead of other organizations in the area? What is the appeal factor? What makes it different? And really kind of tie to those sorts of components.

Burstein: Now lets talk about there are four different levels of value prop. Prospect level of value prop. And this is where we dive in a little. Where people aren't usually thinking about these different levels. They're usually just thinking about the overall value proposition.

So we have this question here from Cynthia. She is in marketing. She says "We have two major product groups. Each having a slightly different audience. Do we create two value props?"

And so, I think the answer, Tony, is no. You have that primary value prop, you want to say how maybe she needs to create two different prospect level value propositions.

Doty: On this one I would probably be a little more because I know that she mentioned that they have slightly different audiences. But two different product groups. And so, you would definitely want to make sure that you are looking at well why is this product group appealing to that audience? Versus product group B.

So I would really look at that as possibly some prospect. But very product level value proposition. A good example of that that I can think of just because we have the slide here for Apple, you might have a very similar audience, but between lets say, an iPad and the iPhone, two very, very different sort of product groups. Very different.

So you want to understand kind of what are the competitions for money, the competitions for the market place for those two product groups. But ultimately, they all kind of unify under one primary level value proposition that kind of goes into all of their products and all of their marketing and all of their collateral.

Burstein: O.K. Let’s get into product level value propositions just for a moment.

So you talked about product level value proposition. We have a question here from Steven, he is a founder. "Which value prop do you articulate if you have 20 different products?" So tell us about product level by propositions, how they fit in.

Doty: Well, that's always a fun question. I know that it's a challenge that a lot of organizations have. What you really want to look at is where are you in the funnel, as to where you are actually expressing this value proposition.

So, as an example, on your homepage, that might be where you would express your primary level of value proposition. Why would I do business with you as a company, and you have all of these solutions. But as you start getting deeper and deeper, let’s say you have a comparison chart or a comparison tool that says this is how you can look at our different products, which product is right for you?

And that's really when you need to start talking about well, why is product A better for this person or this solution. Why is product B better for this person or this solution. And then, you can really start kind of digging into it as you go deeper. And ultimately to lets say like a product page, where you can focus very heavily on the product level value proposition for this one key product. Why would I buy this one product instead of any other ones, or take this one action instead of any of my other competing action?

Burstein: And then we also have the fourth level of value proposition. The process level as you mentioned: Why should I take this action? Why should someone open your email, click through your email, click through your pay-per-click add? You need a value proposition for that as well so they can understand why they should take that process. Why they should click on that button.

So essentially, we are answering this question, why should, and this is prospect level,why should prospect A buy from you rather than from your competitors. Kathy, a marketing manager, had an interesting question here. "Should you change your tag line per target market? Or is this too confusing?" What are your thoughts on that, Tony?

Doty: It really kind of depends on what are you trying to establish. What are you trying to communicate with your tag line? I mean if you really know that you have target markets that have very different aspects of appeal. You have certain features, certain benefits, certain messaging that really appeal differently to your different target audiences, I mean that's the most important thing is speaking to them, having relevant information, messages that resonate with them.

So, as long as you're targeting them appropriately and you're actually delivering the content and the messages that are appealing to that audience, I think it's absolutely fine to have different messages for them. You just want to find some way of how do you unify that together as kind of your primary level value proposition so that things are-they're still kind of cohesive and tied together and not very kind of sporadic.

Burstein: Got it. So we have a question here from Julie. "I ultimately want to sell my company. How do I develop a value prop that's not focused on me?" And that's very interesting; I've seen this with a lot of the small companies, especially a lot of Web companies. The value proposition is tied to a specific individual, right? Because that's where they have to get the credibility first when a company is new.

So, you're going to say as a company evolves and gets maybe some of its own credibility, some of its own appeal. As we talk about how to express your value proposition, what should Julie be looking for?

Doty: I think one question the first things I would certainly do is with your current clientele, with people who actually already believe you and already kind of bought in, why did they chose to do that? What did they find appealing? What sort of success stories do they have? What sort of solutions have you provided? What sort of problems do they have that we have now solved together as an organization? And to be able to kind of take it from just I am the reason or you are the reason why somebody would work with you. But, we offer these levels of appeal. We have these solutions. And, they're different from other people in the marketplace. Sort of to make sure you're looking at what the competing options are and is going to like why are you different from them?

Burstein: Yeah. We have a question here from Sun, she wants to know "What do you use to measure a good value prop? What are the metrics to consider?" And she asks that question on #SherpaWebinar. So as we look at some of the basics of the value prop, first you want to who you're talking to, who your target audience is. How can you get a sense of are you talking to that target audience? Is this successful? As Sun asked, what metrics can you use?

Doty: I mean most of my experience is obviously in the online market place. And so as an example, we will get to this a little bit later but like PPC testing is a great place to test value proposition messaging. Try to understand which elements are appealing to an audience. You can target based on certain keywords. You can discover and see people that are in this realm what really is interesting them? What appeals to them? And use kind of different PPC campaigns.

You can use just a lot of your basic analytics of online metrics, and really understand is is the message that I'm delivering to somebody getting them to take that next action. Getting them to click the CTA. Getting them to progress in the funnel and if so, then that means that you are doing a good job of the messaging, helping with that kind of the micro-conversions through the page and really appealing to them.

So I mean, I don't think you have to create new metrics, it really comes down to your traditional metrics, but as you're changing messaging, as you're testing things on the page, how does that sway your different kinds of conversion metrics and what really seems to be impacting to your customer? And then that's kind of how you discover really what you should be messaging, and use your value proposition should be.

Burstein: Yeah and that customer focus seems very important, really understanding the target audience. And we have two questions here from two different types of businesses that I thought might make sense to ask together. Bradley, who is an owner of his own business, he says, "What value prop can use in the construction business?" Narita, I believe it is, an owner and marketing strategist, wants to know, "How do you craft a good value prop for an e-commerce site?" So there is B2B, it's construction, or there is e-commerce, it seems to come back to the target audience, right?

Doty: Absolutely. I mean if you don't know who you're talking to, you're never going to be able to find an effective way to communicate to them. You're not going to understand their problems and challenges and be able to really find the messages that is to the core of their problem, what is the most appealing? As an example, the construction business, asking questions, who is my target audience? Who is my prospect? Is it commercial? Is it residential?

And, once you kind of narrow that down, is it people within a specific geographic region? Is it nationwide? Start to hone in on who is the group that I'm really trying to speak to. And then, you can really start to understand what are their problems that they're facing, and what sort of competing options do you have kind of targeting that audience.

Burstein: And we're going to just go pretty quickly through some of these slides, and then get to some of your more questions. So as Tony said, you really got to find that target audience. You have to understand what channels are going to work, email, PPC, could be different channels for different types of audiences.

Doty: Absolutely.

Burstein: And then, find out where they are visiting on your page. Are they going to the landing page? Or the product page? It could be a home page. And then also you want to make sure that there is continuity throughout that entire process of where you first come communicate with them, to where they get to your actually landing page or your homepage. And there's, as you can see here, there is different steps that people tend to take through your funnel.

So let’s say, the beginning of their PPC ad to the final checkout, make sure you have continuity in your value prop there. And then, when you're expressing each step of your funnel, you have to have a specific purpose for that. Don't just throw something in there, right? The PPC ad is probably bringing people into the funnel in general. The homepage might also be bringing people into the funnel, but then get them to the right place, which could be a landing page, could be a product page, it could be a checkout page. And then, product page and checkout page are other examples like you said.

But, let's dive in now, we have another question from Raydo, he is a marketing specialist. "How can I distinguish between influences over conversion generated by different factors?" I think what Raydo is trying to get at is sometimes there is a lot of different things that can influence conversion. How can he be for sure which of these elements is influencing conversions? I'd say is it the value proposition influencing conversion. Or is it something else?

Doty: Well I mean, I love this question because it really comes down to what we do, or what I do on a day to day basis, which is to test it. And really understanding, you can isolate your variables, you can say, "Hey, I have numerous PPC ads and I'm just changing three different appeal factors. Why would somebody buy A, B and C?" And really, in order to understand well this message seems to be more impactful than this one.

You can work it on landing pages, the rest of the way through your funnel, and as long you're kind of isolating the variables and the changes that you're making, you can really understand oh, is this impact that I've now created due to this change in messaging? Is it do to kind of an outside influence or historical effect? Is it to "Hey, I just needed to reduce friction and anxiety in this process because of that was existing kind of on the page and the customer's mind."

So as you can isolate these variables, you can really start to see did changing your headline to three different headlines really make an impact? Or is it really about the body and the meat of the page and the way that you're displaying your products, and how you display that expression that really kind of makes more of an impact? So it's kind of testing and isolating the variables is key to really know what exactly is influencing that decision.

Burstein: Yeah. And as you say, if everything is a priority, then nothing is priority. So you really need to focus. And that ties into our next question. We have another question here on #SherpaWebinar from Ron. "What's the average value prop length? It should be no longer than ... ?" I think that's where you get to the point of saying what are the priorities in the value prop?

Doty: Right. And I mean, I get that question a lot. The value prop shouldn't be any longer than this, or any shorter than this. Really, it just has to be as long as it takes to differentiate yourself and answer that question why would I buy from you instead of somebody else?

A lot of times when we kind of go through our value prop workshops, we try to distill these things down into maybe three primary appeal factors. Because that's what you're really going to want to be expressing on your page. That's one kind of common misconception we run into, that sometimes is that once I have a value prop I just copy and paste that and I put it through my funnel.

We don't want to do that because a lot of times your value prop is written for us, on this side of the table, but it's not necessarily the thing that is going to be clearly expressed to a customer if they read that. So, hit those three main appeal factors, have some quantifiers, some specifics in there, the evidentials to back it up. I've seen effective ones be 15 words, 10 words or 35 words. It's not really limited by a word count, more just how impactful it can be.

Burstein: And we have a question here now from Tim. He is a founder. "How does value prop compare with USP? Or are they one in the same?" That's a great question. I actually talked to Austin or Carl who works here at MECLABS as well, who have done a ton of value prop research for us, and we were talking about that. And so USP and value prop, there are a lot of similarities, if you are not familiar with USP, it's the unique selling proposition.

There are a lot of similarities there, right? I mean with the USP, you're looking for how you're exclusive; you are looking for how you appeal to your customer. But, we have on the screen now is one of the biggest differences probably between value proposition and USP is that credibility is the evidentials, it's how you are proving it.

But, when you think about it it makes sense. USP came out a while ago from Rosser Reeves. The time where people were less skeptical, where you could have that big sales message and people would buy it more. Now as we are getting into value prop, people are a lot more skeptical. You really have to prove why and exactly how, you have a credible claim to your audience. You can’t just assume you have a claim.

I think another key point of difference is USP is really aimed I know at I know when I used USP being in the ad agency business. It's really aimed at ad agencies, it was aimed at individual ads, it was aimed at individual messages, it was aimed at individual campaigns.

Value proposition really comes more from the business world and is a little more holistic. You're looking at what is the overall value that my company can deliver? Right that's that primary value prop which was that overall value my company can deliver in exchange, that value exchange, for getting a customer, for getting a payment, for doing something.

So, when you are thinking of value proposition, you’re thinking of more of the over all business. Definitely more from the side marketer side of what can I do for my company to help create that value. And it's more strategic, if that makes sense. Then, USP, which tends to be focused ad or a campaign or something like that. Hope that helps. At the end of the day, these are both business terms. They are not scientific terms.

As with any business term, people tend to use similar terms differently and different terms similarly. So, it's hard to nail down exact definitions, but that's just from our experience and the way we have used these turns. I don't know if there are any other thoughts about that, Tony.

Doty: Works for me.

Burstein: So then, you get down to how to express it. And so what we are talking about with expressing it, it is important to understand your value proposition is a statement, as you said, and you have to have an interpretation of that statement of your actual page.

How you put it on your page, how you put it in your emails, you don't simply copy and paste that statement. It's how you express it. And when you're expressing it, for example you want to take us through this example of the company focus versus a customer focus value proposition for Babies R Us?

Doty: Yeah. Yeah. Sure. And so this was something that we put together kind of as part of an internal training. And one of the things that we looked at for Babies R Us, it was just a random site that we looked at, and some of their big components were that we have over 872 store locations. We have this online store as well. These are just a few appeal factors that we pulled out and not necessarily proposition that we want.

But, when you say company-focused as we are big and we have these things. But what does that really mean to the customer? And that's what we want to try to understand because they're the ones who are ultimately going to be on the site, and the ones who are making the purchase decision. And so, we kind of asked around the office here and say well what does that mean to you? Oh, 872 store locations, that means there is convenient online and in store shopping. And the next level of that is so friends and relatives can buy, send the right gift directly to the expected parent. So, it's by using this specific number, this "We have lots of store locations." But, that by itself isn't a benefit to the customer.

It's through that that we are able to actually kind of complete the circle, or that allows us to get things to people where they are supposed to be faster by leveraging that sort of number. So, we would say, "Hey, the messaging I would want on the page is much more closely aligned with we offer convenient online and in-store shopping, and we get the right stuff to the right people at the right time."

Like, that's great. And we support that with, “Oh, we have all these stores, and we have this great shipping policy, and we have online shopping, and these are the things that support what the customer is actually looking for.”

Burstein: Just another point we want to make sure it's congruent. Every element on the page is supporting that value proposition. We have a question from Diana. "Slides are going way too fast. What the heck?" So if you missed it at the beginning Diana, this is not some presentation that we created that we have to present every single slide in a certain fashion. We are simply here answering your questions, when there are slides we don't have a lot of questions on. We're zooming past them, because we want to focus on slides where we do have questions that we can answer for you, for the people that are taking the time to be with us here, live today.

One of those questions is from Bruce. Tony, Bruce wants to know, "If you want to ID your value prop do the speakers ever start by just asking their most valuable customers and use that as a starting point for PPC A/B testing rather than just picking elements like appeal factor to test?"

So don't answer that just yet. I want to give a chance to think about that. First, I want to let the audience know that if you do want to learn more about developing your value proposition we have a Value Proposition Development Online Course. If you are looking to improve or create your company's value proposition, this is your chance. As a webinar attendee we want to give you an exclusive discount on MECLABS' Value Proposition Development Online Course.

You can save 33% by December 1st by using the promo code right their on your screen. 492-OC-3005. You can visit and get professionally certified in value proposition development. If you want that promo code and didn't have a chance to write it down, you can email me, That's

I also want to thank our sponsor for today's webinar, Act-On. Act-On software is integrated marketing automation sweet is a foundation of successful marketing programs from simple and direct to sophisticated and globally executed campaigns. Act-On is a cloud-based marketing platform that enables marketers to tie inbound, outbound and nurturing programs together in a single dashboard.

It's scalable and intuitive, Act-On supports sales as well as marketing and is fast to implement, easy to use, and powerful. And we thank Act-On for making today's webinar free to you. And once you have that value prop you're excited to express it, maybe use a tool like Act-On to express it. But anyways Tony, lets get into that question that we had about IDing the value prop. What about asking the most valuable customers as a starting point for…

Doty: Well, The short answer is absolutely. That's the best place that you can start. I mean, asking customers is going to be much more effective than having me and Dan and Luke and some people here in the office just sit around a table and deciding why people are buying your product. Why they are taking their action.

I can't stress highly enough how important it is to do your voice of the customer research. To look at surveys, to talk to the sales team, to talk to the customers, to talk to the customer support. The people who are dealing with the customers and the customers themselves.

The closer you can get to actually the customer, and if they're willing to talk to you and provide that information, great, but the closer that you can get to them and why they ultimately said yes and try to figure that out, you're just infinity more likely to kind of be successful as start going through the journey of kind of crafting and discovering your value proposition.

Burstein: Yeah. Jeff is the first vice president of marketing. He wants to know, "How do you encourage a sales team to embrace a proposition based on value rather solely on price?" And this seems to tie into also getting close to your customers, because sales would be a group that could really get close to your customers.

Doty: Right. And so I think that's actually the way to think about it. Instead of saying, "Let's encourage the sales team to embrace this value proposition. I mean I would love to be asking them what are the things that really make a difference.

Well how do you actually communicate the benefits of this product or a service to your customers and the marketing team should be then taking from the sales team and turning into the online collateral, that into the offline collateral, that into kind of the training videos and everything you need. Because the group that's closest to the customers, they are going to know so much more than the person who is building the web pages and just looking at the analytics. Get as close to the customers as possible.

Burstein: So now, let’s get into the how do we express it and let’s get into some examples here. And before we go into these examples, I have a few comments I love. Melody said, "Darn, I already paid the full price for the value proposition course. It's a good course though, thanks, Melody." Rob says,
"Can you email slides and attachments? I'm having trouble signing into SlideShare using LinkedIn login." You shouldn't have to sign in to SlideShare to use that, but pay attention to, we're going to have a full video replay of this webinar posted so you can see the full video, you can see the slides, and you can share it with your team if you find it helpful. One of the things they might find helpful are some of these examples. So, what example are we seeing here about expressing your value proposition?

Doty: I love this example. This is actually one of the Partners that we had a couple of month’s age. And so, I read to you our new modular and manufactured homes are cutting edge in housing. They're spacious, modern and contemporary. We pass it around the office; we took it to our peers. Like what does that mean? Your modular and manufactured homes? Everyone has a preconceived notion of what they're going to see. And, we have the not this, but this.

Like this beautiful interior of home, that when we showed it to people they're like, "Oh, is that a luxury in home? Is that a-you know what is that? I want to live there." And I'm like, "Oh, that's actually just an entirely different way to express the same value proposition." These are cutting edge, they're spacious, they're contemporary, and it just tells you it's so much more impactful seeing it than just reading it.

Burstein: Yeah, I love that idea. Think of every element on your page. How are you ... because a lot of people just use stock photos. I think they probably just grab the random stock photos. But, how is that really expressing the value proposition? This is a great example. You don't need to say it and copy. Show it. Show it, don't say it.

Doty: Yeah, if you can, show it.

Burstein: This is another; take us through this example, Tony?

Doty: Yeah, I mean it's a very similar style example. I mean browse our huge electronics inventory. Instead of just saying we have thousands of products, show them you have thousands of products. Show them the massive selection they have when they kind of walk into your store. I mean if that's really what makes you appealing, people are going to much faster, much more quickly resonate with it if it's visual, if it's imagery. Colors, shapes, all that sort of stuff than just here is the text to explain why this thing is so important.

Burstein: Let’s look at one visual versus another. Why is the one on the right better at expressing value prop?

Doty: And so this one is, we really want to be able to give people a quick understanding of what the product actually is, what the benefit is. So the one on the left is just a very generic, there is a person on what looks like a tablet and some spreadsheet software. But the shot on the right, the photo on the right is very, you can tell exactly what is going on.

This is probably the square reader, this is something that they actually can accept payment on, they are out and about. There is just a lot more kind of specificity even to the image to understand what is the value of this thing, instead of just the generic kind of image on the left.

Burstein: And Diana wants to know, "Would you caption these photos?"

Doty: You could, you could not. I don't think there is actually a right or wrong answer to that. I mean I would think that if you have good enough imagery that expresses what you're trying to express, you're absolutely fine not doing it. But, if you think that the image that you have needs a little bit of explaining, needs a little bit of clarification, you can go ahead. I mean the simplest answer is really to test it to see if it makes an impact at all for the image you're you have.

Burstein: And here is another example. Cynthia wants to know, "Any examples for services?" I know we don't know exactly, I'm not sure if this is exactly for services but it's a great example of something you could use for services. While on the right, you're getting a sense of this is a conversation going on between two people over could be the service of that the company is offering as opposed to on the left, right? It's just a random person.

Doty: Right. And then, kind of like the question about captioning. This one actually has one, this is what you're going to get. Very, very briefly in the video. The conversation about you have a little bit of an idea of what you're going to get in exchange for this click. You're going to have this conversation, not just this woman on the left talking to you about who knows what.

Burstein: Here is a B2B example. Couldn't only be used for B2B but I think it shows a case study, right? It's a much better way to show the value of watching a case study, perhaps.

Doty: Right, right. So a lot of these are just aligned with just kind of the process level. Like why would I watch this video giving a little bit more information? Kind of peak the interest and explain what you're going to get instead of just expecting your customer just to watch a video for the sake of watching a video because they're bored and have nothing else to do.

Burstein: Then, when we had some questions earlier about actually what metrics should you use, how do you know it works, we have a question here from John, he is a president of his company, "Can we use pay-per-click to test value proposition?" That sounds like a great idea, Tony?

Doty: Yeah. It's a great place to do it because you can very rapidly iterate in the PPC arena. And especially because you can target groups that don't have any brand loyalty yet. Kind of like unbranded key terms. You can kind of start getting a feel for people who don't who you are that unbiased audience what sort of words, what sort of specifics, what sorts of features are appealing to them and really start crafting that into what's the actual value and appeal for your product or your service.

Burstein: And why specifically is the pay-per-click ad on the right? Why does that express a value proposition better in this example?

Doty: That adds a few things. I mean even just the specificity, the number one on demand; you might believe it you might not. But the number of clients really adds a layer of credibility to it. And then its award winning, we're not sure what those awards are but fully integrated doesn't really have the same level of value.

So I would say adding that kind of specificity. We always talk about quantification, specification and verification, and the more that you can kind of incorporate that into your messaging to kind of get that credibility across, the better you're going to be.

Burstein: Then buttons. People always want to know what makes an effective button so we talked about value proposition. We started by saying there is the primary value proposition for your entire company. A very big thing but it comes to even the value proposition for the process is like clicking on a button. So what makes a good button?

Doty: Whatever makes them click. I mean really the answer is it's going to depend on how motivated they are already to get through the process. But you want to still be offering some value. What am I going to get in exchange for doing this action? And so in this case you see not just submit the form, because who wants to do that.

Learn more. I mean obviously people are still going to do that depending on the rest of the page, but see the case study, get the access, download my free ebook now, access my webinar. Like whatever these things that actually have a tangible value, kind of on the other side in exchange for the click.

Burstein: Well, I hope this webinar clicked for you today. Thank you for joining us, Tony, and sharing all of your knowledge about value proposition.

Doty: Thanks for having me.

Burstein: Thanks for all you for tuning in and asking your questions. And please, before, when you tune out you're going to have a survey that's going to come up. Please, fill out that survey to help us improve the value proposition of these webinars to serve you better. Thank you for joining us.