Value chasm occurs when the product copywriter creates a gap in the reader’s mind by connecting a product or product feature to an outcome that doesn’t effectively represent the product’s primary value proposition.
For that reason, the reader is unable to visualize a desired outcome through the product, which can hurt conversion.
For example:
If you’re describing the AI feature of a contract management software and you say the feature will help the reader “boost growth and profitability,” you’ve just created a value chasm.
Why?
Because the gap between “the benefit of AI-powered contract management” and “boosting growth and profitability” is vast.
It takes a collection of software, processes, and strategy to achieve “growth and profitability.”
When you put the burden of that outcome on a tiny product feature, you’ll leave the reader guessing and asking “how.”
And because you don’t have enough time within the content to backtrack and explain exactly how that happens, your reader is unable to visualize a desired outcome through the product because they are trying so hard to fill that chasm in their mind.
I read dozens of BOFU blog posts every week.
And I see this problem every single time.
It’s even worse with AI-generated BOFU blog posts because the software always defaults to describe every product outcome from a productivity perspective.
>> Because you use this product, you can streamline your process and become more productive <xtagstartz<
