We’re walking through a step-by-step tutorial on how to write, publish and market an eBook campaign to generate leads. We’re currently in Phase #3: Creating Your Campaign. Today we are on Step #11: Make the Value Proposition Clear.Explicitly sell the value of the conversion to your audience. It should be clear why your eBook is worth signing up for. Does your eBook solve a problem? Explain something unclear? Let’s look into this handy equation that Marketing Experiments has crafted. Where C = Conversion, the other sequence elements refer to:
- m – the match between the offer and visitor Motivation.
- v – the clarity of the Value Proposition.
- i – Incentives used to counter Friction.
- f – the level of Friction in the sales process.
- a – Anxiety caused by the process.
Describe what the reader will learnHere is an awesome of a good list of benefits by Spiraling Up Book. The list is clear cut, bulleted, and easy to read. The title, “Here’s what you’ll learn”, creates motivation to entice readers to download the ebook.
Use testimonials to show that other value your contentAsk a figure of authority or even someone appearing as an average joe to say a few words about your eBook. According to Conversion XL, adding testimonials to your landing page can increase your conversion rate by 34%. For our first eBook, we had Shonali Burke and Elizabeth Stewart say a few kind words to help our readers feel more comfortable.
Another good example comes from Colin Klinkert’s Facebook eBook page. An image of Mike, a description of his company, and a heartfelt positive review of his content create a sense of trust in the visitor.