Masters of Marketing - Lifecycle Performance Pros

Now let’s develop your Concept Keyword into a "Valuable
PRE-selling Proposition" ("VPP"). What’s a VPP? It’s the
affiliate equivalent of a merchant’s "Unique Selling
Proposition." A merchant sells goods or services. An
affiliate PRE-sells by offering high-value information.
Your VPP answers, in VERY few words and hopefully with just
a touch of character, THE two critical questions about your
Site Concept...
1) *WHAT* SPECIFIC and HIGH-VALUE information does your site
deliver?
2) *WHAT* is your unique positioning for this delivery
(i.e., what is your angle of approach)?
A good VPP transmits these answers loud and clear to your
visitor. Why does this need to be stated in "VERY few
words"? One BIG reason...
K-I-S-S -- When a reader hits your site, she must be
easily/immediately able to understand what your site is all
about. And the single best way to do that?...
Include your VPP in your domain name! Yes, your VPP should
BE your domain name!
There’s no room for "cleverness" or subtlety here. Leave
that to the money-losing dotcoms. Including your Concept
Keyword in your VPP and add a "marketing angle/theme" to it.
That way, your concept is clear to your visitor, and your
Concept Keyword is clear to the Search Engines (the engines
will rank your site a touch higher for your Concept Keyword
if it is included in your domain name).
Now let’s look at a few possibilities for our first Concept
Keyword example, "pricing"...
> i) pricingadvisor.com, or THEpricingadvisor.com
VPP = "pricing advisor." It says that you are delivering
pricing information (your Concept Keyword must, of course,
be included in your domain). And the "advisor" part
establishes you as THE expert -- it tells your visitor that
you’ll be delivering some great pricing advice!
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