Apart from the testimonials billboard being torn down (thankfully), what other differences do you notice about the new version above?

Everything above the CTA is the same, but below there are a few additions.

The page is designed for lazy people

The best value propositions make it seem like you do everything for the prospect to get them what they need.

Nimble’s value prop removes the 3 main types of required investment:

1. Effort: “hassle-free”, “no paperwork”, and “need a helping hand?”

2. Time: “paid in 60 minutes”

3. Payment….

As you can see, there’s no mention of how much the prospect needs to pay.

At this stage of awareness, the customer doesn’t need to see this. Including the payment info too early can block conversions. It can encourage the visitor to consider shopping around when they might already be sold.

💡 Genius tip:list out the things your prospect needs to do to get your product or service. Then write out some 2-3 word taglines that communicate how you take away or reduce those things to make it easy to get started.

It gives the prospect no choice but to say “yes”

The real scenario that’s painted by the copy is cleverer than it looks: “When the dentist calls or the plumber needs to visit”

Talking about a situation that’s out of the prospect’s control takes the decision out of the prospect’s hands…

Because when the plumber comes, you need to pay them!

💡 Genius tip:list out the reasons your prospect needs your product or service. See which reasons are out of their control and force them to use your product or service. These are your strongest selling points!

It takes the words right out of their mouth

You might have noticed the 3rd testimonial on the original landing page:

“Have used Nimble on a few occasions when I needed cash ASAP money has been transferred within minutes”

The copy answers this burning desire in the prospects with simple clarity. No words are wasted on the how: 

“Cash loans, paid in 60 minutes once confirmed”

💡 Genius tip: Notice how in the testimonial the customer says “I needed cash”, not “money” or “a loan”. Use the exact words your customer uses to show you have what they need.

It shoots down objections with sniper bullets

Legendary copywriter Parris Lampropoulos (who ironically has the most difficult name to spell) constantly lauds bullets as a copywriter’s most powerful tool.

Ben Settle famously wrote entire paper newsletters in bullets. And David Deutch calls bullets “the keys to the kingdom”.

Why? Because they pack the highest amount of impact in the shortest amount of copy.

They’re easy to digest. And they’re quick to read.

💡 Genius tip: list out the biggest selling points in bullets. In fact, write out your entire landing page in bullets! You’ll quickly see why they’re called “bullets”.

Nothing We’ve Just Covered Matters If You Don’t Do These 2 Things…

1. Separate the means from the end

Talk about the end result, not how you get them the result. Focus on the customer’s experience of the value.

If you show the payment amount, flip it into the value. E.g. instead of “$89”, say “Save 70% compared to other services”

2. Make what your offering exclusive

The landing page above emphasizes exclusivity with “60-minute approval” (which is pretty unique in the niche.)

One of these elements without the other is limited in power because anybody can target them individually. When you get both, you have a solid value prop.

But Nimble Wasn’t Working With Much…

Their landing page was pretty basic.

That’s the main reason they were able to see such an outsized return from a basic change. If you have highly optimized pages, then you’ll likely need to go deeper into your value proposition, e.g. tinker with the subtle language you use or change the color shading of the CTA.

These are the steps to identify your “fast & easy” value prop

1. Remove the perceived time, payment, and effort requirements

2. Communicate how you can help your customer

3. Break down what you’re offering into bullets

4. Show exclusivity of your product or service

5. Talk about the ends, not the means

That’s it for today’s Deep Dive. Hope you enjoyed it!

Inspiration for today’s Deep Dive from Marketing Sherpa.