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Solution

Your value proposition is a site advertisement that must persuasively articulate your company's uniqueness. Use team brainstorming to develop ideas, and refine the best ideas into a list of top ten candidates. To determine the very best value proposition, ask your customers to rate each promise on importance and uniqueness. Place the value proposition next to your homepage's logo for quick scanning and maximum exposure.

Figure C2.4. A customer's positive impression starts with a clear value proposition in the form of a persuasive and unique promise. By fulfilling the promise through a valuable Web site and trustworthy business practices, you can continue to build customer loyalty and word of mouth.



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