It’s where a visitor lands after they click on:
- a link in an email,
- or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter,
- or similar places on the web.
No one ever made a decision because of a number. They need a story.
The director-general looked at the numbers and said, “10 percent increase?—that is a small difference.” Danny was stunned: If a 10 percent increase in the chances of full-scale war with Syria wasn’t enough to interest the director-general in Kissinger’s peace process, how much would it take to convince him? That number represented the best estimate of the odds. Apparently the director-general didn’t want to rely on the best estimates. He preferred his own internal probability calculator: his gut.
They describe a problem and a solution. They don’t jump right into why you should buy the product or why the product is great. They focus on the customer’s problems first. By focusing on your customer first and how you can provide value to them, you capture their attention right away.
Figure out the customers' pain points. Example: sending a survey to your email list and creating a customer persona.
- How will your customer’s lives be easier with your product?
- How will it help them?
- Will your customer be more successful, or credible after they purchase your product? Will it help them take the next steps in their career?
- Will it help save them money or time? If so, how much might it save them in time or money? Will it save them a significant amount of time?
- Where will your customer be in a year?