Are your customers confused?
Does your website increase or reduce confusion?
Remember that confused people don’t buy; they are going to look 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.
It does this by providing web content and fact-centric web content.
Copy. What is the difference between web content and web copy?
Web copy is the sales pitch, while web content educates or
entertains your customer. That does not mean that your web copy
cannot or should not educate its client, only that the web
the content should not be a pure sales pitch.
A great example of this is a white paper. A white paper
provides its customers with the information to understand what
it is necessary.
They need to understand how your product benefits them, how
solve your problem. Your technical report can even identify a
problem they didn’t know existed.
If your whitepaper 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
complete the topic and take several pages, the articles cover a
specific piece of the topic.
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. Focused short articles are perfect for shorts
attention lapses of our web users.
Some of the benefits of articles and white papers are:
- When published online, they can help drive traffic to your website.
- Help establish your experience.
- Educate your customers.
- They keep working long after you publish them.
Let’s say you have a whitepaper that explains how your product works and
how you solved a problem for a previous customer. At the end of
the paper, the reader should be able to say “I have the same
trouble. If it worked for that person, it should work for me! “
The saying “People buy with their emotions and then justify themselves with logic”
It’s true. However, logic can be used to activate 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.
Since 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 see a product, but
could not find it after reaching the company home page.
Don’t do this to your customers, take them where they need it
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 build emotionally on your customers’ need for your product or service.
- Finally, ask about the sale.
Get all the sales you deserve!