Caught your eye? That’s what it means to be Above the Fold.
Build a perspective. Share it early and often. Demonstrated value is where the money is.
'Above the fold' refers to the section of your site that first greets users when they land on a page. Ideally, it should convey what an organization does and its associated benefits. - HubSpot Blog
Value Marketing
phrase , n.
focus on the one thing that gets a prospect to convert: undeniable value, now.People don’t buy things the way they used to.
Despite its appealing shape and metaphorical tidiness, the traditional purchase funnel paints an inaccurate picture. And businesses bend themselves out of shape trying to set up revenue programs around it.
Humans make purchase decisions agnostic of a framework. They can become prospects and buyers through education on a problem space as often as through exposure to product functionality — no matter what they already know about your brand.
Keep It Simple
Value marketing ignores the blanket statements* and instead generates pipeline by working backwards from your target buyer’s current situation: What problems are they facing right now, and why is your brand the one to solve them?
You might need to prove your brand’s relevance in a thought leadership press piece (brand). But maybe a free trial does that faster (go to market). Closed/won and closed/lost analyses could help you make that decision (customer). Or, your total addressable market could need to learn a new concept first (integrated campaigns). The right focus becomes obvious when you know your customer and own your value.
People aren’t grains of sand, rice, or pasta. They don’t make purchase decisions down a funnel graphic sketched in 1898. They buy in when you focus on the one thing that gets a prospect to convert: undeniable value, now.
* Blanket StatementsNever sell features
Only focus on ROI
Always start at the top of the funnel
No hard-selling, ever
Activate every channel
Lead volume is everything
ABM is over