Welcome to the second episode of Three Minute Marketing, where we do micro interviews with some of the world’s leading growth experts and condense it all into value bomb-style content. Today, I’m super-duper excited to have Peep Laja on the show.
He’s best known for CXL.com, which started as the top namesake CRO blog and evolved into an agency. He’s the ultimate entrepreneur and unicorn.
I modeled my question for him after a book called The One Big Thing by the guy that started Keller Williams Realty.
What is the one big thing that brands can do to make everything else easier (or even unnecessary) when it comes to conversion optimization?
This is the exclusive, “extended cut” video.
- A value proposition is a promise of value to be delivered.
- Most companies have poor value propositions that make them commodities rather than unique. Don’t choose a value proposition that everyone else is using (e.g., “We build WordPress websites” makes you a commodity.)
- Focus on positioning yourself in a unique way to solve problems that users are struggling with.
Bonus discussion after the recording:
- Ask yourself what you can do that others can’t easily replicate.
- Rather than describing yourself in a vanilla fashion, you can build a brand with a strong personality or something quirky about yourself.
- If you describe yourself by your job, you’re a commodity. For example, if you say you’re an SEO consultant, you become replaceable. But if you say you’re the best in the world, that’s hard to replace.
- Peep followed this branding approach to become the best in the world at CRO. He spoke at every conference and podcast. You couldn’t miss him.
- Write ten different value propositions and show them to your friends and family to find out what is best. If you have money, pay for a service like Wynter.com to get professional feedback from your ideal personas.