Okay, back up—what’s a ‘value proposition’?
Think of your value proposition as the reason your reader should care about investing their time in your page. Importantly, think about this from your reader’s perspective (not yours). Once you can name it, use your headline to articulate it. Why? Because this is what your supporter needs in the split second it takes them to decide whether spend time on your page or someone else’s.
For example, a headline could promise...
Weak propositions fail to promise value in exchange for your reader’s attention. They might simply be too vague. Or, they might highlight a problem without identifying that the page exists to help solve that problem. Most readers will be willing to confront something upsetting, if they’re assured upfront that the emotional expense won’t be in vain.
“He was ‘cooked alive’ on a live export ship. Take action!” (says: hopeless situation ahead; it’s too late — this victim is beyond saving; I’ll just upset myself if I read more)
“Stop live exporters ‘cooking animals alive’ on ships!” (says: animals are in danger but I can help them if I read this)
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