We all do it. It is such a natural thing to do. We know how hard we worked and how excited we are with what we offer and we want to share it with everyone who comes to our web site.
But wait, what’s wrong with that picture.
People only want to know what’s in it for them
Isn’t that a bummer. All the why’s and wherefores of how we have created our business is not important to them. All they want to know is how it will solve their problem or make them feel better or do better or be more successful. And that’s exactly what we have to tell them on every page of our web site.
People want to know they will feel better after using your product or service
One of the most interesting aspects of marketing is to know that you are most successful when people feel good about the decision they make. They must be able to feel and imagine how different their life will be after they make the purchase. They must have a positive kinesthetic response to the idea of using your products or services.
Always make promises you can keep
What can you assure people will happen to improve their business or their life if they purchase from you? Will they make more money? If so, how much? Will they feel better? If so, how soon? Will they know more? If so, how much? You get the picture. Give them measurable results that they can expect from what you have to offer.
Emphasize your benefits
Keep the phrase “so that” handy as you write your benefit copy. Start with the list of the benefits you offer people. Then add “so that” to help further clarify the benefit. For instance:
“I help you write compelling copy so that you can convert more visitors on your web site.”
“I help you focus your services so that your target market can easily understand your offerings and want to purchase them.”
These might then turn into bullet points like
• Convert more visitors on your web site
• Earn greater profit by laser focusing your services
You see, the visitor doesn’t care how I might go about doing that for them, as in helping them write compelling copy or focusing their services, they want the bottom line, the end result. They want to know what’s in it for them.
When you finally do talk about yourself keep it relevant
After you have written about the benefits of your services and listed some of the features, which are the form your offering takes, then you can add your credentials for being the right person to deliver the results. Don’t go back to your early life, don’t go through your process of arriving at this business; speak instead of your unique skill or talent or training that is relevant for producing the results you are offering. Even when you write for your media page, keep your bio relevant to the subject you are an expert on.
It’s hard when we’ve put so much into it
I know this goes against every grain. We’ve worked so hard and studied so much and put our hearts into our offering. But we have to be satisfied that we know what it has meant to us. We have to focus on the other person, the visitor to our web site. It’s not about us, it’s about them. That’s how to have a successful web site.
Cara Lumen, The Vision Distiller, specializes in internet content strategy. Through her Magnetic Marketing Method, she offers innovative, inexpensive, and impactful ideas for the proactive entrepreneur. Subscribe to The Success Magnet Emagazine at www.caralumen.com
I have to agree that keeping your promises earns you respect and that this is one of the keys to success.
Posted by: Squeaky | January 28, 2008 at 11:58 PM