When a potential buyer is considering his options, he looks at two essential criteria:
- Maximum Benefits: This means, for the amount of money he is going to shell out, what value of benefits is he getting in total? A part of it might be what the competitors provide as well. A part of it might be unique to your value proposition. He wants to judge whether the product is worth the money charged or not.
- Relevant/Unique Benefits: Some features are more valuable to him than others. Maybe the product he is using now does not satisfy his need properly. So, if your product does a better job satisfying that need, your product is more valuable than the other one. Rule of thumb: not everyone values every benefit the same.
When creating a landing page, keep in mind the following three points:
Points of Parity: These are the features you offer that are important to your prospects and that you share with your competitors. Most marketers spend their time here, loudly trumpeting how they can do what their competitors do too, only *better*! That’s a strategy to fail.
Points of Difference: These are the features that make your product stand out from the rest. These are important to your target audience and are not available from the competitors as well as they should.
Points of Irrelevance: These are features that do not matter to your prospects. For example, you might spend a couple of thousand dollars to beautify the interface of a tool. But your prospects loved the old, clunky one instead. (Like Craigslist and Wikipedia.)
TAKEAWAY: Your landing page should ideally talk MOST about what matters the MOST.