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Selling
Online Is All About
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But to answer that question, you have to understand your customer’s MINDSET. Then, deliver what they want. When you look around online, you will notice that too many sites concentrate on selling the features that their products or services offer. Actually, if you searched the Web in depth, you'll find that there aren't many differences among sites on the same subject. About the only things that vary are layout (graphics and design) and maybe the selling price of the products and services offered. Now, you can gain a distinct EDGE over the competition. Because, after completing this lesson, you'll know exactly what the customer really wants and how to deliver it to them. In other words.. You will be able to answer, "What's in it for me?" in a way that gets their attention! So, how do you start? For this section, we won’t consider “how” the potential customer got to your site. That’s covered under targeted traffic, later. Your goal here is once the potential customer arrives, you want to slow them down long enough to DELIVER your sales message. And the best way to do that is to have a HEADLINE that really grabs their attention as soon as they arrive. Agreed? But, the fact is… HYPE does not begin to get the job done! Your customers have already learned to recognize the UNBELIEVABLE for what it really is. Therefore, hype has no place in serious marketing on the Internet. Remember, all of your online selling efforts are answering the potential customer’s most pressing question… ”What’s in it for me?” And that means… BENEFITS! BENEFITS! BENEFITS! You’ve got to figure out a way to tell that potential customer that they're in the right place. You've GOT what they seek, and you UNDERSTAND their needs. Let’s see how you can do it… Start by hitting them with the most important benefit you offer to them. Right in your "Headline." This is your "Unique Selling Proposition" (USP). Your headline has to scream BENEFITS! Well, maybe not SCREAM exactly. But at least draw the potential customer’s attention to the most important “reason” to read your copy. First, you have to think about what’s the most important FEATURE your product or service will give the customer. Then… Turn your most important feature into a headline that shows an absolute “Benefit” to the customer (Your USP). Something that answers their question, “What’s in it for me?” For example… If you were selling a book online about potential problems your readers should look out for when building a new house, here is how you might arrive at a killer headline. Think about the major FEATURES of the book. It…
Maybe 10 or 15 total things in all. -- This is a small book. :-) So how do you slow them down long enough to read your copy? Tell them how your book's most compelling feature (USP) can help them! Maybe like this… Eliminate
Costly Mistakes! In this case, we assume our product's USP was "Saving time and money by pointing out mistakes to avoid." Now that you have the idea, I’m sure you can improve on this one. Here's the KEY... No hype, just benefits. After you’ve gotten their attention, you can now turn each “feature” of our book (or any other product or service you offer) into benefit-laden sub-headlines and copy that delivers the potential customer to your “Most Wanted Response.” Which could be to...
In other words, whatever your "Most Wanted Response" might be. So, remember… For your product or service, it’s the WORDS on your Web pages that gets the sale. And… Your words, if they talk about BENEFITS to the customer, will… ”Sell With Deadly Efficiency!” Actually when you do it right, you are PREselling, because if the benefits of your products and services match your customer's needs... they just simply buy and never FEEL SOLD!
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