Are your customers confused?
Does your website add to the confusion or reduce the confusion?
Remember that confused people don’t buy; they are looking for more
information.
Your job is to give them that information, or at least enough
information to give them the confidence to buy your product.
You must convince your customers that your product will solve
your problem
You do this by providing objective, fact-based web content.
Copy. What is the difference between web content and web copy?
Web copy is the sales pitch, while web content educates or
entertain your client. That doesn’t mean your web copy
You cannot or should not educate your client, only that website
the content should not be a pure sales pitch.
A great example of this is a white paper. a white book
provides its customers with the information to understand what
needed
They need to understand how your product benefits them, how
solve your problem. Your white paper may even identify a
problem they didn’t know existed.
If your white paper has identified a need, your web copy can
make an emotional appeal for the sale.
Another example of this is a targeted marketing article.
posted on their website. Where a white paper can address a
full topic and take up several pages, the articles cover a
theme-specific piece.
Dividing the topic into segments allows you to get the most out of
every angle of the story, keeping your customer’s attention
while doing it. Short focused articles are perfect for the short
attention spans of our web patterns.
Some of the benefits of articles and white papers are:
- When posted online, they can help drive traffic to your website.
- Help sets your experience.
- Educate your customers.
- They continue to work long after you publish them.
Let’s say you have a white paper that explains how your product works and
how you solved a problem from a previous customer. At the end of
paper the reader should be able to say “I have the same
problem. If it worked for that person, it should work for me!”
The saying “People buy on emotion and then justify with logic”
It’s true. However, logic can be used to prepare the emotional bomb.
White papers and articles are great tools for this! Show them
they have a problem and then show them how to fix it.
Because you included a link to your landing page, the customer
you can go directly to your product without going to the home page.
You included a link, right?
How many times have you wanted to look at a product, but
couldn’t find it after reaching the company’s home page.
Don’t do this to your customers, take them where they need to be
go, and then ask for the sale. Yes, ask them about the sale!
Tell them what you want them to do and they will do it.
- Use logic to identify a problem.
- Then emotionally build on your customers’ need for your product or service.
- Lastly, ask for the sale.
Get all the sales you deserve!