Does your website increase confusion or reduce 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 customer. That doesn’t mean your web copy
you can’t or shouldn’t educate your customer, only that web
the content should not be a pure sales pitch.
A great example of this is a white paper. a white paper
provides your customers with the information to understand what
needed
They need to understand how your product benefits them, how
solve your problem. Your white paper can 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 your website. Where a white paper can address a
entire topic and take up several pages, the articles cover a
topic-specific piece.
Dividing the theme into segments allows you to make the most 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 establish your expertise.
- Educate your customers.
- They continue to work long after you post 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
the paper the reader should be able to say “I have the same
issue. If it worked for that person, it should work for me!”
The saying “People buy on emotion and then justify with logic”
It is true. However, logic can be used to prime 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 look at a product, but
could not find it after reaching the company’s home page.
Don’t do this to your clients, take them where they need
go, and then ask for the sale. Yes, ask them for 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.
- Lastly, ask for the sale.
Get all the sales you deserve!
