Module 2: INTRO TO THE CLARITY EQUATION

Question 1

What is your Value Proposition or Elevator Pitch?

Answer 1

It’s what makes you different or special

Question 2

What are the 7 Principles of the Clarity Equation?

Answer 2

1. Distraction
2. Expectation
3. Readability
4. Visual Identification
5. Immediacy
6. Specificity
7. Hyperbole

Question 3

7 Principles of the Clarity Equations In-Depth

Answer 3

Distraction- everything on the page that’s distracting readers from the Value Proposition

Expectation- does the post-click match the pre-click?

Readability- can people read/understand your VP from a written & visual perspective

Visual Identification*-* can your hero image stand alone and tell people what the product, service or website does when isolated?

Immediacy- can people understand your value proposition within the first few seconds?

Specificity- details

Hyperbole- exaggerated statements, claims, or hype.

Question 4

What does DERVISH stand for?

Answer 4

Distraction

Expectation

Readability

Visual Identification

Immediacy

Specificty

Hyperbole