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#21 Value Proposition Credibility: 3 ways to help people instantly believe your message

Topic:Lectures, Webinars, Method
Posted on:Jun 22, 2022
Length:00:11:23
Published by:Jane

Value Proposition Credibility: 3 ways to help people instantly believe your message

In Session #21, Flint McGlaughlin teaches how you can help your customers conclude that your marketing message is believable

You can see resources related to this Session #21 video at https://meclabs.com/course/lessons/va...

In Session #21, Flint McGlaughlin teaches how you can help your customers conclude that your marketing message is believable. Here are some of the most important insights from this class:

• The world does not need “expert” marketers; the world needs marketers who are expert at thinking like consumers.
• Let the WHY drive the WHAT in the prospect's mind.
• Do not make claims; foster conclusions.
• There are three keys to communicate your value proposition with organic credibility – specification, quantification, verification.

You can watch the full video above, or jump ahead to these key takeaways:

0:00 Value Proposition Credibility: 3 ways to help people instantly believe your message.
0:50 A value prop is an ultimate reason that must produce four conclusions – APPEAL: I want this now (see FastClass #19), EXCLUSIVITY: I want this now from you (see FastClass #19), CLARITY: I understand this (see FastClass #20), and CREDIBILITY: I believe this (taught in this FastClass).
4:20 How can we communicate our value proposition in a way that people will naturally, instantly believe?
6:25 If you need help building a value proposition codex, email F.McGlaughlin@MECLABS.com
10:37 Have you substituted general descriptions with specific facts? Have you supported your message with numbers and data? Have you let someone else do your bragging?

To get immediate help with your marketing challenges, just contact Flint and his team: F.McGlaughlin@MECLABS.com.

This is session #21 from the online training "Become a Marketer-Philosopher: Create and optimize high-converting webpages" – https://meclabs.com/course/. This free digital marketing course is fully underwritten by MECLABS, with no monetary cost to participants.

#20 Value Proposition Danger: If you make this mistake your offer’s value does not matter

Topic:Method, Webinars, Lectures
Posted on:Jun 10, 2022
Length:00:12:13
Published by:Jane

You can see resources related to this Session #20 video at https://meclabs.com/course/lessons/va...

In the previous session, you learned about appeal and exclusivity. In Session #20, Flint McGlaughlin teaches a third concept you can use to ramp up the force of your company’s value proposition.

Here are some of the most important insights from this class:

• Your offer’s net force must have sufficient power to produce a conversion.
• The task of the marketer is to maximize PERCEIVED value and minimize PERCEIVED cost.
• Conversion optimization does not occur on the page. It occurs in the mind.
• A value proposition is a monopoly in the mind.
• People need to understand before they believe. People need to believe before they will receive.

You can watch the full video above, or jump ahead to these key takeaways:

0:00 Value Proposition Danger: If you make this mistake your offer’s value does not matter.
0:45 Leverage the Psychological Calculus of your value proposition.
2:19 Practical example from the health insurance industry.
7:21 What is the “because factor” in this example, and what is wrong with it? Write your answer in the YouTube comments section of this video in the next seven days, and Flint will interact with you so you can learn.
7:45 Enforce the absolute Clarity of your message.
8:11 Case study for subscription product.
9:00 Ecommerce example with steps.
10:32 Example from travel industry.

To get immediate help with your marketing challenges, just contact Flint and his team: F.McGlaughlin@MECLABS.com.

This is session #20 from the online training "Become a Marketer-Philosopher: Create and optimize high-converting webpages" – https://meclabs.com/course/. The course is fully underwritten by MECLABS, with no monetary cost to participants.

#19 Value Proposition Power: 3 ways to intensify the force of your value proposition

Topic:Lectures, Webinars, Method
Posted on:Jun 1, 2022
Length:00:07:41
Published by:Jane

Value Proposition Power: 3 ways to intensify the force of your value proposition

You can see resources related to this Session #19 video at https://meclabs.com/course/lessons/va...

In Session #19, Flint McGlaughlin teaches the first two of four conclusions that precede every decision to purchase.

Here are some of the most important insights from this class:

• Refine your value prop until it becomes a reason...the summation of a rational/emotional argument.
• Separate the means from the end. Focus on the customer's experience of the value.
• The art of the marketer is to position the offer with Appeal and Exclusivity.
• Conversion doesn't happen on the page. Conversion happens in the mind.
• Value that is not perceived will not be received.

You can watch the full video above, or jump ahead to these key takeaways:

0:00 Value Proposition Power: 3 ways to intensify the force of your value proposition.
1:20 Let us help – write down a value proposition, then put it in the YouTube comments for this video. If you do so in the next seven days, Flint will give you ideas for optimizing that value prop.
4:24 Your objective is to win Micro-Yes 5: Yes, I want this now (see the Landing Page Blueprint – https://meclabs.com/course/blueprint/).
4:29 “I'm referencing the Micro-Yeses is in a different order than I will in the end, but we're going to focus on this order to help you learn best.”
4:38 Three ways to strengthen your value proposition
6:37 Marketer, is your answer to the ultimate value prop question an ultimate reason?

To get immediate help with your marketing challenges, just contact Flint and his team: F.McGlaughlin@MECLABS.com.

To get further help with your value prop, you can join us on June 1st for “How to Craft Your Value Proposition: A live, working session with Flint McGlaughlin” (https://meclabs.com/course/how-to-cra...). There is no cost to attend.

This is session #19 from the online training "Become a Marketer-Philosopher: Create and optimize high-converting webpages" – https://meclabs.com/course/. This free digital marketing course is fully underwritten by MECLABS, with no monetary cost to participants.

#18 Value Proposition Definition: Optimize your conversion rate with this powerful question

Topic:Method, Webinars, Lectures
Posted on:May 18, 2022
Length:00:09:48
Published by:Jane

You can see resources related to this Session #18 video at https://meclabs.com/course/lessons/va...

In Session #18, Flint McGlaughlin teaches a single question you can use to amplify the power of your company’s offer.

Here are some of the most important insights from this class:

• The crucial element is not the length of our copy. The crucial element is the articulation of sufficient value.
• A value proposition focuses on a specific customer segment.
• A value proposition is an ultimate reason – the reason why; it is the culmination of a careful argument supported by evidentials.
• A value proposition must differentiate you from your competitors. In at least one way, you must have an “only” factor.
• You are fundamentally answering a first-person question posed in the mind of your customers.

You can watch the full video above, or jump ahead to these key takeaways:

0:00 Value Proposition Definition: Optimize your conversion rate with this powerful question
0:10 Quiz yourself, which landing page will perform better?
1:58 Let us help. Write down your company’s value proposition, then put it in the YouTube comments. Flint will help as many people who reply in the next seven days as he can.
3:50 A quick look at the MECLABS Institute Net Value Force Heuristic
4:30 A three-point dialog to help foster an empathetic customer with your marketing copy
5:55 An ultimate question (challenge) marketers and entrepreneurs must grapple with
6:20 Flint diagrams this ultimate question

To get immediate help with your marketing challenges, just contact Flint and his team: F.McGlaughlin@MECLABS.com.

This is session #18 from the online training "Become a Marketer-Philosopher: Create and optimize high-converting webpages" – https://meclabs.com/course/. The course is fully underwritten by MECLABS, with no monetary cost to participants.

#17 Above-the-Fold Optimization: How to improve conversion with powerful bullet points

Topic:Leadership, Method, Webinars
Posted on:May 2, 2022
Length:00:10:06
Published by:Jane


In Session #17, the final session of the “YES, I will engage deeper” section, Flint McGlaughlin teaches how to leverage the power of succinct bullet points to engage prospects deeper in your message.

Here are some of the most important insights from this class:

• To look is a skill. To see is an art. We must help our prospective customer see.
• Overcome negatives.
• Emphasize positives.
• Prioritize reasons over claims.
• Start with a key word phrase and then expand on it.

You can watch the full video above, or jump ahead to these key takeaways:

0:00 Above-the-Fold Energy: How to engage the prospect’s mind with carefully crafted bullet points.
0:34 How can we use succinct bullet points to win deeper engagement from our prospect?
2:42 Example of bullet points that have been used to overcome anxiety.
3:38 Example of bullet points that emphasized the positives of a product.
4:39 Example of using bullet points for ecommerce music brand.
5:01 Go to https://www.tenbythree.org/ and read about this nonprofit. Then write three to five bullet points and put them in the YouTube comments.
5:54 Three principles of crafting essential bullet points.
6:24 Before and after bullet point examples for nutrition product.
7:22 Example of bullet points for email marketing product.
7:45 Example of bullet points for ecommerce fitness product company.
8:20 Before and after bullet point examples for tax product

To get immediate help with your marketing challenges, just contact Flint and his team: F.McGlaughlin@MECLABS.com.

This is session #17 from the online training "Become a Marketer-Philosopher: Create and optimize high-converting webpages" – https://meclabs.com/course/. The course is fully underwritten by MECLABS, with no monetary cost to participants

#16 Above-the-Fold Energy: How to engage the prospect’s mind with a carefully crafted opening

Topic:Lectures, Webinars, Method
Posted on:Apr 18, 2022
Length:00:07:23
Published by:Jane

In Session #16, Flint McGlaughlin teaches how to craft the opening paragraph to complement your sub-headline.

Here are some of the most important insights from this class:

• Foster conclusions with specific, quantifiable facts.
• The headline is the molecular unit of marketing.
• The problem you address with your marketing copy must be (1) Relevant, (2) Important, (3) and Urgent.
• Direct the eye-path with six elements: Position, Size, Color, Motion, Shape, and Sound.
• The Marketer needs meaningful work and meaningful relationships.

You can watch the full video above, or jump ahead to these key takeaways:

0:00 Above-the-Fold Energy: How to engage the prospect’s mind with a carefully opening.
2:11 Four powerful types of sub-headlines.
4:03 Five critical questions we may use to discipline the data.
4:10 You can learn, and you can help. The community voted for a headline – “Get a beautiful, handcrafted gift and rescue a family from poverty” and sub-headline “Over 8,000 artisans have been lifted out of poverty by people like you.” Now you can develop a three-sentence paragraph to complement the Ten by Three sub-headline written by your peers and put it in the YouTube comments for this video. This practice will help your copywriting while also helping a worthy nonprofit. Flint will respond to your ideas and take the best paragraph along with the best sub-headline and best headline and put it on the Ten by Three website.
4:50 Learn how to craft the opening paragraph that compliments your sub-headline.

To get immediate help with your marketing challenges, just contact Flint and his team: F.McGlaughlin@MECLABS.com.

This is session #16 from the online training "Become a Marketer-Philosopher: Create and optimize high-converting webpages" – https://meclabs.com/course/. The course is fully underwritten by MECLABS, with no monetary cost to participants.

#15 Above-the-Fold Strategy: 4 ways to write powerful sub-headlines

Topic:Leadership, Webinars, Method
Posted on:Apr 7, 2022
Length:00:09:55
Published by:Jane

You can see resources related to this Session #15 video at https://meclabs.com/course/lessons/ab...

In Session #15, Flint McGlaughlin teaches three penetrating questions that can help you craft high-impact sub-headlines.

Here are some of the most important insights from this class:

– Even a weak headline, if powered by a strong sub-headline, can win.
– Best is better than better, but better is still better than bad.
– Encapsulate the essence of the offer in the top four inches of the page.
– Give them just enough content at the top of the page to help win their engagement with the rest of the page.

You can watch the full video above, or jump ahead to these key takeaways:

0:00 Above-the-Fold Strategy: 4 ways to write powerful sub-headlines.
1:52 How do we develop a sub-headline that amplifies the power of our opening?
3:13 Which one of these four aims will best help achieve Micro-Yes 2?
3:53 Three questions to help craft your sub-headline.
4:55 Live example so you can see the principles put into action.
8:08 Vote for the sub-headline that you think will work best and put your thoughts in the YouTube comments.
A (clarity): With your help we empower artisan-entrepreneurs to sell their product all over the world
B (credibility):Winner of the United Nations Award for Intercultural Innovation
C (appeal): Over 8,000 Artisans have been lifted out of poverty by people like you
D (exclusivity): Your purchase helps our artisans earn at least 250% more than the market wage

TEXT BANK

Here is the text bank for the live example. Feel free to review it and see if it inspires you to improve any of these sub-headlines or create your own sub-headline for the live example. If you create a sub-headline, leave it in the comments section of this YouTube video.

Testimonial

“My girls are safe Thank you to Ten by Three for restoring my family. When you found me, poverty had already forced me to send my oldest girls to the street. I prayed every night that they would find a way to survive. After you started buying my baskets, I was able to rescue my girls and bring them home. Now everyone is safe, finishing school, and our stomachs are full. Thank you for making us a family once again." – Afaama Asariga

Awards

– Intercultural innovation Award - United Nations – Olin Cup Washington University in St. Louis (December 2004)
– Developing Innovative Solutions Award from Focus St. Louis (May 2005)
– Social Entrepreneur of the Year Award by SSDN in St. Louis, MO (January 2006)
– The Global Growth Award by St. Louis, MO World Trade Center (September 2007)
– Women Influencing Now Award (April 2008)
– St. Louis Award (December 2008)
– Woman on the Rise Award 2009 by the Illinois State Treasurer’s Office (May 2009)
– Madison County Illinois Recognition (2010)
– Social Enterprise Day Declaration (September 2011)
– Humanitarian of the Year SIUE (March 2013)
– 25 Most Influential St. Louis Business Journal (August 2013)
– Emmy Award St Louis Mid America Chapter (October 2013)
– YWCA Non-Profit Leader (December 2013)
– PR Daily Best Re Branding (June 2015)
– GS1 Supplier Excellence Nominee (July 2015)
– 100 Most Influential Global Leader (Nov. 2015)
– GS1 Small Business Standards Success Award (June 2016)
– Emmy Award St Louis Mid America Chapter (October 2016)
– Queen Mother of Development Zaare, Ghana Enskinning (October 2016)

Snippets

– Graduate from Poverty® Model
– They have received a lifesaving Prosperity Wages® payment for their work.
– Prosperity Wages are delivered in the form of mobile money paid right to the artisan’s cell phone.
– They sustainably exit poverty through our Graduate from Poverty® Model
– The idea behind this exclusive model is to empower entrepreneurial minded artisans by providing them access to the global market.
– As a 501(c)(3) nonprofit, the proceeds from your purchase are reinvested into the lives of our artisans.
– Beautiful and unique, each item we offer has been meticulously crafted by hand.
– By purchasing hand woven Ten by Three® products, you empower families around the world not just to exist, but to thrive.
– Our exclusive Prosperity Wage® model ensures artisans receive at least 2.5 times fair trade for their handicraft.
– This beyond fair trade model creates the working capital our artisans need to start businesses independent of our work and sustainably exit poverty.
– Every child raising their hand has a voice thanks to supporters of Ten by Three... (You can see the rest of the text bank at https://meclabs.com/course/lessons/ab...)

To get immediate help with your marketing challenges, just contact Flint and his team: F.McGlaughlin@MECLABS.com.

This is session #15 from the online training "Become a Marketer-Philosopher: Create and optimize high-converting webpages" – https://meclabs.com/course/. The course is fully underwritten by MECLABS, with no monetary cost to participants.

#14 Above-the-Fold Psychology: How to optimize the top 4 inches of your webpage

Topic:Leadership, Webinars, Philosophy
Posted on:Mar 30, 2022
Length:00:08:25
Published by:Jane

You can see resources related to this Session #14 video at https://meclabs.com/course/lessons/ab...

After teaching how to improve the headline in previous FastClasses, in Session #14 Flint McGlaughlin teaches you how to get the next three elements right.

Here are some of the most important insights from this class:

• A relationship is built with a commitment continuum.
• Structure an engagement continuum that attracts people with varying degrees of motivation.
• Remember the prospect is a person. Do not talk AT them; talk TO them.
• Engage them in conversation and then guide them towards an inevitable conclusion.
• Long paragraphs have the same negative impact as a person who talks too much.

You can watch the full video above, or jump ahead to these key takeaways:

0:00 Above-the-Fold Psychology: How to optimize the top 4 inches of your webpage.
0:23 How would you improve the top of this webpage?
1:38 Leverage the power of the sub-headline (an element that will help you engage your prospect).
3:10 Leverage the power of the opening paragraph (an element that will help you engage your prospect).
4:45 Go to the About page for nonprofit Ten by Three (https://www.tenbythree.org/about-us/), write a headline and sub-headline for this page, and submit your best ideas in the YouTube comments for this video. Flint will try to read and respond to every comment over the next seven days and share the best ones with Theresa, the founder of the nonprofit.
5:35 – Leverage the power of three to five essential bullet points (an element that will help you engage your prospect).

To get immediate help with your marketing challenges, just contact Flint and his team: F.McGlaughlin@MECLABS.com.

This is session #14 from the online training "Become a Marketer-Philosopher: Create and optimize high-converting webpages" – https://meclabs.com/course/. The course is fully underwritten by MECLABS, with no monetary cost to participants.

#13 Headline Formulas: A step-by-step process for radically transforming your copywriting

Topic:Lectures, Webinars, Philosophy
Posted on:Mar 24, 2022
Length:00:11:21
Published by:Jane

In Session #13, Flint McGlaughlin teaches you key headline-writing principles by improving working headlines submitted by students. This session ties together the last three sessions and integrates them into a step-by-step process for creating and optimizing headlines.

Here are some of the most important insights from this class:

•Use a spreadsheet to compare your headline’s grammar with your competitors.
•Every headline has a process-level value proposition (we will teach this in future classes).
•Value-proposition-based headlines are powerful for use on a homepage.
•Load the front of the headline with appeal; pack the back of the headline with value-proposition-related distinctive.

You can watch the full video above, or jump ahead to these key takeaways:

0:00 Headline Formulas: A step-by-step process for radically transforming your copywriting.
1:10 Running test headlines through an online headline analyzer and comparing them to experimentation results.
3:00 How can we learn to see our headlines through customer eyes?
3:21 Three steps to improving working headlines.
3:25 Providing feedback to a course student’s headline.
4:28 Comparing the headline to competitors.
5:57 Optimize your headline with the six principles of headline development.
9:10 Which one of these predicates will produce the most attention and engagement?
10:04 Help a member of this community by writing your best headline for this website – https://www.illyakitchens.com/ – and adding in the comments section of this video. Flint will try to respond to every comment received during the next seven days.

If you would like a chance to get optimization advice from Flint on your landing page or other marketing in an upcoming session, just contact Flint and his team at F.McGlaughlin@MECLABS.com. You can see an example in this week’s session.

This is session #13 from the online training "Become a Marketer-Philosopher: Create and optimize high-converting webpages" – https://meclabs.com/course/. The course is fully underwritten by MECLABS, with no monetary cost to participants.

#12 Headline Examples: 3 ways to load your predicate with value

Topic:Leadership, Webinars, Method, Lectures
Posted on:Mar 16, 2022
Length:00:09:59
Published by:Jane

You can see resources related to this Session #12 video at https://meclabs.com/course/lessons/he...

In Session #12, Flint McGlaughlin teaches you how to structure the second half of your headline.

Here are some of the most important insights from this class:

• You must learn to predicate customer value
• Make the object of your headline the psychological driver of the offer
• Nouns form the substance of appeal
• Synchronize the gain with the thought sequence
• Choose words which clarify or intensify

You can watch the full video above, or jump ahead to these key takeaways:

0:00 Headline Examples: 3 ways to load your predicate with value
0:19 Check out the comments section of the YouTube video for Effective Headlines: How to write the first 4 words for maximum conversion (https://www.youtube.com/watch?v=FIQ5I...) to see headline optimization suggestions for a newspaper marketing experiment from members of the community
0:45 The winning headline of the newspaper marketing experiment (which helped produce a 181% increase in conversion)
1:26 Position the customer’s “gain” as the direct object of the sentence
4:25 Structure a “receive” or “become” predicate
6:15 Take a headline you are currently working on and put it in the YouTube comments for this video. If you can do so in the next 30 days, Flint and other members of the community will provide conversion optimization ideas.
6:30 Select modifiers to amplify the impact of your message
9:04 Six principles of headline development

To get immediate help with your marketing challenges, just contact Flint and his team: F.McGlaughlin@MECLABS.com

This is session #12 from the online training "Become a Marketer-Philosopher: Create and optimize high-converting webpages" – https://meclabs.com/course/. The course is fully underwritten by MECLABS, with no monetary cost to participants.