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Module 2

E-Commerce Essentials & Offer Creation

Digital Marketing & AI Launchpad

Phase 1: Foundation

Duration: 1 hour

Learning Objectives

  • ✅ Differentiate product vs. service models
  • ✅ Design effective checkout/conversion flows
  • ✅ Understand basic PCI compliance
  • ✅ Craft a compelling USP
  • ✅ Use AI for product descriptions

Product vs. Service Models

Products

  • Physical/Digital goods
  • Easier to scale
  • Inventory required
  • Per-unit pricing

Services

  • Skills/expertise/time
  • Limited by capacity
  • No inventory
  • Per-project pricing

The Customer Journey

🎯 AWARENESS
Ad/Post
💡 INTEREST
Landing Page
❤️ DESIRE
Product Page
🛒 ACTION
Checkout
🔄 RETENTION
Follow-up

What is a USP?

"Why should I buy from YOU instead of anyone else?"

The Formula

Target Audience + Problem Solved + Unique Benefit

Famous USP Examples

  • Domino's: "30 minutes or it's free"
  • FedEx: "When it absolutely has to be there overnight"
  • M&Ms: "Melts in your mouth, not in your hands"

Nepal-Focused USPs

  • Coffee Shop: "The only Himalayan single-origin roastery in Kathmandu"
  • Digital Agency: "Nepal's first AI-powered marketing agency"
  • Tour Company: "Local guides, authentic experiences, zero tourist traps"

🤖 AI Integration

USP Generator Prompt

I run a [business type] in [location].
Target customers: [description]
What makes us different: [differentiators]

Generate 5 USP options that are:

- Under 10 words
- Focus on customer benefits
- Differentiate from competitors

Landing Page Anatomy

The structure of a high-converting page.

Hero Section Elements

  1. Headline: Clear benefit (5-10 words)
  2. Subheadline: Supporting details
  3. CTA Button: Action-oriented
  4. Hero Image: Relevant visual

CTA Best Practices

❌ Weak ✅ Strong
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The FAB Framework

Features → Advantages → Benefits

Example: Coffee Subscription

  • Feature: Single-origin beans from Ilam
  • Advantage: Freshly roasted weekly
  • Benefit: The freshest, most flavorful coffee every morning

🤖 AI Product Description

Write a product description for [product].

Details:

- Features: [list]
- Target audience: [who]
- Tone: [professional/casual]

Format:

1. Attention-grabbing headline
2. 2-3 sentences of compelling copy
3. 3-4 bullet points
4. Strong CTA

Payment Compliance Simplified

Use trusted payment processors to handle PCI compliance

  • Stripe - Global standard
  • PayPal - No card data on your server
  • eSewa/Khalti - Nepal local payments
  • Fonepay - Bank integration

No-Code Tools

Platform Best For Cost
Carrd Landing pages Free
Canva Visual pages Free
Notion Info pages Free
WordPress Full sites Varies

Hands-on Activity

"The Storefront" - 45 minutes

  1. USP Development (15 min)
    Define audience + use AI for options
  2. Copy Creation (15 min)
    Headline, benefits, CTA
  3. Page Building (15 min)
    Build on Carrd.co and publish

Deliverables

  • ☐ Written USP (under 10 words)
  • ☐ Landing page headline + subheadline
  • ☐ 3 benefit bullet points
  • ☐ Live landing page URL

Key Takeaways

  1. Know your model - Product, service, or hybrid
  2. USP is everything - Why you, not them?
  3. Benefits > Features - Customer-focused
  4. CTA clarity - One clear action
  5. Use payment processors - They handle compliance

Next Module

Content Strategy & Copywriting

Master the Hook-Value-CTA framework