Email subscriber Jennifer recently wrote to us saying, “I’m a big fan of MECLABS and your value proposition work. I’d love to see a story with specific examples of five great value propositions.” Well, Jennifer, let’s dive right in. The first example of what a value proposition should look like is from the University of […]

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A good marketer is aware of the need for a clear value proposition and states this in the first few inches of the landing page. However, the value proposition must continue at the process level where you ask for a response from your customer. If you are like many businesses, you are probably slammed with […]

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You might have read about The BairFind Foundation in USA Today Sports Weekly magazine recently: Minor league ballpark signs raise awareness on missing kids. We helped optimize the signs discussed and pictured in that article, and I wanted to share our thinking behind those changes so you can get ideas for applying the Conversion Sequence […]

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Think of your homepage as a large house. Your visitors arrive and should be warmly greeted and drawn inside. Then you guide them to the room in the house where they should go and ensure they feel at home. But if your guests feel at all unwelcome or are left to wander about the place […]

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When potential customers click on a webpage, they ask themselves — either consciously or unconsciously — three important questions: Where am I? What can I do here? and Why should I be here? If you don’t answer all three within the first four to six inches of the page, you are losing customers — and […]

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The moment prospects decide to engage with your webpage, they begin to communicate with you — your webpage is a conversation. It is our job as marketers to get into the conversation and speak to those prospects the right way. When designing a page, choose words and images wisely. The quality of the conversation your […]

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As a marketer, you are faced with two fundamental challenges before you ever make a sale. Of course, you have to get your prospects’ attention and interest to start a conversation. But it’s just as important to keep that conversation going until they (not you) ultimately decide they are ready to purchase. The former is […]

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I’m here at the MECLABS Landing Page Optimization Certification Course on the last day of the 2017 MarketingSherpa Summit. In the second session today, Flint McGlaughlin, Managing Director, MECLABS, lectured on the value proposition. “A value proposition is an ultimate reason,” he said. “It is the answer to the question posed in the customer’s mind, […]

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There is no such thing as a brand promise — only a brand expectation — after the experience of the value proposition. Brands make promises all the time, and most of them ring empty and hollow on the ears of a prospect — even if the brand can actually keep its promises. There is, inherent […]

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How long do you have to know someone before helping them move? I don’t know about you, but I wouldn’t invest that kind of time without having an existing relationship with a person. As I listened to my father, Flint McGlaughlin teach in today’s Email Messaging Workshop at MarketingSherpa Summit 2017, I recalled an episode […]

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