Post by account_disabled on Feb 17, 2024 9:03:06 GMT
the concept of framing has been shown to affect decision making and attitudes in various other contexts. The big takeaway? Use your About Page copy to tell visitors how your product or service will be able to benefit them. Keep bragging rights to a dull roar and think about framing everything you’ve accomplished in a way that will positively impact your customers. Take a look at Copyblogger’s About page. They do a terrific job of framing their story within the context of providing value added to their readers and customers. copyblogger They tell you how the company came to be and why they’re experts – without losing sight of what’s in it for you, the visitor. It makes taking that next step towards joining their email list or buying one of their products much smoother.
Value Propositions Aren’t Just For Home Pages Value propositions, or as I like to call Buy TG Database them, “reason for being” statements (raison d’etre en Francais), are your chance to tell your visitors clearly and concisely what’s on offer and why they should care when they land on any given page. They are your primary headlines – your opportunity to grab people’s attention, tell them how you’re going to solve their problems and make it worth their while to read on. Don’t make your headline “About,” “About Us,” or any variation on the theme. Provide a better reason for your visitors to move down the page and do it in a way that gets to the point while still being compelling. Remember, people have very limited attention spans, not to mention time. If you force them to think too much about what they’re looking at, chances are they will move on. Here’s Help Scout’s headline and sub-headline for their About page. helpscout The crux of their value proposition is the importance of customer service to business success. Not terribly unique. But they combine that with the fact that they have created a product along with free content that can help other businesses with customer service.
Suddenly it’s a lot more intriguing to keep reading down the page. I also love the conversational aspect of this About page copy – how the sub-headline responds to the headline, preventing the value proposition from sounding trite. A Little Personality Can Go A Long Way People often make decisions based on their emotions and then justify them with reason after the fact. To demonstrate this, researcher and neuroeconomist Paul Zak presented study participants with a short, sad story about a father and son. Zak found that the story produced the neurochemicals Cortisol and Oxytocin in the subjects and that the release of these chemicals, which are associated with distress and empathy, increased the degree to which individuals were willing to make a charitable donation. The people being studied were not aware that these chemical changes were occurring or that they influenced their decision-making. But they did. Does this mean you should be telling sad stories to sell your products? Probably not. But, by infusing your About page copy with an element of emotional storytelling you can create a connection with your visitors.
Value Propositions Aren’t Just For Home Pages Value propositions, or as I like to call Buy TG Database them, “reason for being” statements (raison d’etre en Francais), are your chance to tell your visitors clearly and concisely what’s on offer and why they should care when they land on any given page. They are your primary headlines – your opportunity to grab people’s attention, tell them how you’re going to solve their problems and make it worth their while to read on. Don’t make your headline “About,” “About Us,” or any variation on the theme. Provide a better reason for your visitors to move down the page and do it in a way that gets to the point while still being compelling. Remember, people have very limited attention spans, not to mention time. If you force them to think too much about what they’re looking at, chances are they will move on. Here’s Help Scout’s headline and sub-headline for their About page. helpscout The crux of their value proposition is the importance of customer service to business success. Not terribly unique. But they combine that with the fact that they have created a product along with free content that can help other businesses with customer service.
Suddenly it’s a lot more intriguing to keep reading down the page. I also love the conversational aspect of this About page copy – how the sub-headline responds to the headline, preventing the value proposition from sounding trite. A Little Personality Can Go A Long Way People often make decisions based on their emotions and then justify them with reason after the fact. To demonstrate this, researcher and neuroeconomist Paul Zak presented study participants with a short, sad story about a father and son. Zak found that the story produced the neurochemicals Cortisol and Oxytocin in the subjects and that the release of these chemicals, which are associated with distress and empathy, increased the degree to which individuals were willing to make a charitable donation. The people being studied were not aware that these chemical changes were occurring or that they influenced their decision-making. But they did. Does this mean you should be telling sad stories to sell your products? Probably not. But, by infusing your About page copy with an element of emotional storytelling you can create a connection with your visitors.