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A proposition is prospect-centered. It is all about them. Either it states their current situation, and 'ain't it awful', or it reveals a dream they have about what their life could become: 'If only...'
Go back to roots of product or service you are offering. Why does it exist in today's world, and what good does it do for people? Ask yourself why you are involved with it. Be idealistic. The proposition section of your home page sets up a kind of vacuum, which you are about to fill with...
A benefit is anything that will make your customer's life better by using your product or service. This is payoff, and crucial section of your home page where you must deliver goods. Take a good look at what you are promoting, and then...
Write down each and every benefit you can, with no thought about which is most important. You'll order them later. Write down everything that can possibly do your customer some good. Everything.
After finishing this 'brain dump', go back and prioritize. Don't prioritize as you go, because that will inhibit you. List first, order second. When writing your home page, companion pages, and sales letter, begin with benefit one, then two, three and so on down to least significant.
The MUST-HAVE Button: Your Benefit-Rich Sales Letter
The one button you absolutely must link to from your home page is your benefit-rich sales letter.
A good home page is already a clear call to action. But it also can't go on for too long or you will put visitors off. The analogy of your home page as an interesting magazine index is a good one. You should offer enough provocative information that any visitor absolutely must go deeper into your site. They just can't hold themselves back.
Remember, it is benefit-rich sales letter that always closes sale.
Scott T. Smith of Copywriting.Net. Generate MORE sales with your Web site copy. For a free consultation visit http://www.copywriting.net or call 1.800.798.4471 (toll-free in the US).