The Value Prop is the opposite of the

Landing Page Headlines - Border Buddy Image courtesy of Border Buddy. 3. The Value Prop (AKA the Promise) Agitator. With this headline formula, the focus is on the value prop or unique selling point, rather than any of a customer’s pain points or problems. The idea here is to introduce the benefits and highlight your offer. Depending on your landing page and campaign goals, this type of headline can be results-focused or value-focused.



It’s similar to the “how-to” formula discussed above in that Fax Lists the emphasis is squarely on the solution—but there’s even less reference to whatever problem you might be solving for your customers. So, rather than a headline like “Say Goodbye to [X Pain Point]”, a more value-focused headline would be “Say Hello to [X + Y Benefit]”. Or simply, “Achieve [X, Y, Z].” Here are a couple examples of landing pages built with Unbounce to show you how it’s done: Alps & Meters “Upholding the Tradition of Classic Alpine Sport” This succinct headline tells us a lot about the luxury ski wear brand Alps & Meters.





Following the Value-Prop Headline formula, it makes an implicit promise (we’re committed to manufacturing high-quality ski wear out of respect for the sport itself) while elevating the brand above mediocre ski wear. Landing Page Headlines - Alps & Meters Image courtesy of Alps & Meters. Cameo “Famous Faces on Demand” This headline is a comprehensive description of the product, but it’s also short, punchy, and value-driven. Even if you somehow arrived at this page without knowing a thing about Cameo, you’d figure it out pretty quick.