Broadcasting
5 Ways to Write an Engaging Value Proposition for Your Website
When it comes to selling newspapers, persuasive and relevant “above-the-fold” content has always been a necessity. The top half of the newspaper—the only part that can be seen from newsstands, is what is commonly referred to as “above the fold.” For newspapers to sell out, this above-the-fold content needs to be compelling and enticing.
The same is true of websites. On a website, this is the part visitors and prospects see immediately, without having to scroll. Also known as the “headline”, this section should carry your business’s value proposition. How well you communicate the core value and qualities of your product/service here will make the visitor want to keep scrolling, learn more about you, and ultimately choose you over other competitors.
Your headline and sub-headline should answer these questions, as briefly as possible:
● What does your company do?
● What pain points does it address and what problems does it solve for your visitors and prospects?
● Why should prospects choose you over your competitors?
In other words, a good value proposition knows its target market and through the above, it immediately lets visitors know if they are in the right place or not.
Here are five ways to ensure you get your value proposition right:
1. Speak to your customer about your entire offering
A good value proposition invites visitors to focus on their needs as well as other aspects of their requirements that they may miss out on considering otherwise. Try to capture the whole essence of your offering instead of talking about one specific aspect. For instance, take a bed and breakfast (B&B) that also includes add-on services like experience packages and guide bookings. The headline and sub-headline together should succinctly inform the visitor that it’s a B&B that not only offers a relaxing stay but also a range of add-ons. A benefits-focused copy always goes a long way.
2. Emphasise your difference
Showcase your product/service’s remarkable qualities that will pique your visitor’s interest. If it’s a CRM software, how is your offering different from the scores of other CRM software in the market? Is it top-rated in the market? Is it recommended by industry experts? Is it priced the best? Is it tailor-made for a certain segment like large enterprises or SMEs?
3. Show them a problem-free and delightful future
Your copy should encourage your visitor to envision a future that will be ‘all the more better’ for them because of your product/service. Say you provide a digital note-taking application. It’s a good idea to portray the pain-points solved as well as the delights offered by the application. The headline and sub-headline could jointly communicate that while the visitor finds it easy to remember things, the note-maker additionally helps them become resourceful and accomplish more by keeping track of their thoughts and ideas in the form of organized lists. Also, while visualizing the relationship, it’s important to use a copy that’s simple and jargon-free to reinforce the benefits in a more impactful way.
4. Get clever (but not too clever)
Wordplay can be a hit or a miss in copywriting – sacrificing clarity for cleverness in your copy more often than not does not create an impression as powerful as the simple but clear copy that you discarded earlier. Whenever you’re using wordplay or less-common words in your copy, use a light hand. Remember, the goal is to show the customer exactly how your product or service will improve their life.
5. Use hero images and CTAs
If you’ve noticed, most headlines and subheadings on websites are placed in the hero image. What’s more, each sub-headline is directly followed by a call to action (CTA). However, both of these items—the hero image and CTA, should only be the second and third elements you consider for your website’s above-the-fold space. First, try to summarise your business value proposition in a copy that’s simple, clear, and brief.
Additionally, go through the websites of some of your favourite businesses, and see how they are using this valuable real estate. Come up with as many headlines and subheadings as possible. Mix and match them, and get input from other people to make the most of this space.
Nigeria Union of Journalists (NUJ) has criticised the National Broadcasting Commission (NBC) over a recent directive to broadcast stations, describing it as a threat to free speech and press freedom.
In a press release signed by Achike Chude, national secretary, the union said it viewed the NBC’s notice released on 17th April with “grave concern and utter disappointment.”
It said the directive, which warned broadcasters to ensure “strict and uncompromised compliance,” was “nothing short of a veiled attempt to gag the media and institutionalise censorship.”
The union argued that the NBC’s warning against anchors expressing “personal opinions” interferes with newsroom decisions.
“Journalism, particularly in the realm of current affairs and political analysis, requires robust engagement,” the NUJ said.
It added, “To strip presenters of their right to analyze and contextualise news is to reduce the Nigerian media to a mere mouthpiece.”
The NUJ also faulted what it called vague rules and harsh penalties.
It said classifying such actions as offenses punishable by fines or suspension creates “a chilling effect.”
According to the statement, “This regime of fear encourages self-censorship, where journalists are too afraid to ask tough questions.”
Citing Section 39 of the 1999 Constitution, the union stressed that freedom of expression includes “the freedom to hold opinions and to receive and impart ideas and information without interference.”
It added, “The NBC Code cannot and must not be used to override the supreme law of the land.”
The NUJ called for dialogue instead of threats and urged journalists to remain “resolute, professional, and fearless.”
It said, “The media is the watchdog of society, not the lapdog of the government.”
Fela Anikulapo-Kuti, simply known as Fela, legendary Nigerian musician, has made history as the first African artist to be inducted into the Rock & Roll Hall of Fame.
Fela
This is coming after he was posthumously honored with the 2026 Grammy Lifetime Achievement Award, becoming the first African artist to receive this prestigious special merit recognition.
Fela will be honoured in the early influence category this year, along with Queen Latifah, rapper MC Lyte, country rocker Gram Parsons, and Cuban singer Celia Cruz at this year’s Rock and Roll Hall of Fame event.
The honorees were revealed on Monday night in the US, during an airing of American Idol.
Sade Adu, Nigerian-born British singer, will be honoured in the performance category.
However, Shakira, Mariah Carey, Lauryn Hill, New Edition, and Pink, missed out on the final cut despite being nominated.
Over 1,200 artists, historians and music industry professionals voted to decide the honorees.
The induction ceremony will be held on 14 November at the Peacock Theatre in Los Angeles.
National Broadcasting Commission (NBC) is set to launch so-called FreeTV, with over 100 channels for news, sports, education, entertainment and children’s programming in multiple Nigerian languages.
The launch is scheduled for May 15.
Charles Ebuebu, director-general, NBC, who disclosed this, said the new platform will offer free-to-air access with no carriage fees, leveraging hybrid satellite and internet delivery via NigComSat-1R.
The new plan is not an upgrade, the NBC stressed. This is a rebuild, according to Ebuebu .
FreeTV will be true free-to-air – no encryption, no set-top box barrier.
Any DVB-T2/S2 television will work. A mobile app will extend reach to phones and tablets.
The platform will launch with over 100 national, regional and state channels across sports, news, children’s programming, education, entertainment and cultural content in Hausa, Yoruba, Igbo, Tiv, Ijaw, Edo, Fulfulde, Ibibio, Efik and Nupe – all in HD.
Crucially, the NBC has partnered with a Bulgarian firm, GARB (operating since 2006 and recognised by the European Broadcast Union), to deliver a 94 per cent-accurate audience measurement system using return-path data, app analytics, demographic panels, and Artificial Intelligence (AI).
To qualify broadcasters, must commit their channels, produce a minimum of 60 per cent local content, and promote FreeTV until January 2029.
After that, a regulated tiered rate card takes effect.
According to NBC, the strategic rationale is simple: build viewers first, monetise later.
The document further revealed that six regional production hubs in Lagos, Abuja, Port Harcourt, Enugu, Kano and Benin would function as local content factories, expected to generate 500 to 1,000 jobs per zone within two years.
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