There is a problem on the Internet — one that all of us are all vividly aware of. The percentage of productive hits to websites (the number of hits that end in a purchase or subscription) is dropping. This means that more and more people are browsing our websites and leaving without buying.
We all know that it happens, but the problem is getting worse. And the solution to this problem is far more straight-forward than most people think.
What is our normal response when sales drop? Getting more traffic normally comes top of the list. Specifically, getting more “laser-targeted” traffic, and this has lead to the rise of the “traffic machines, software promising to deliver millions of precisely matched hits to your website through the use of opt-in lists, free e-zine advertising and an assortment of other automated marketing tools. However, before you start looking to other people to solve your customer woes, check your own dvertising and website to make sure youre not overlooking the basic rule of marketing:
You are sending a message to your potential customers.
I”ve spent many years of my life studying and teaching communication, and yet my first few ventures into online business were sluggish for the most obvious of reasons: I
was forgetting this most basic rule. It”s becoming easier and easier to get lost in the technology and sizzle of the Internet, to assume that gadgets and software can solve all marketing problems. But after applying my knowledge of communication to my site and advertising, my business happily boomed, because I was finally *talking* to my customers. Taking just five minutes to plan your message from the customer”s point of view can turn bog-standard “seen it all before” website text into hugely persuasive
sales copy.
The bottom line is this: a customer will buy from your website if you have persuaded them to. This requires you to send a clear and persuasive message that is suitable for your audience. The vast majority of sites on the Internet today are putting customers off with confusing layout, ambiguous wording, un-professional phrasing and spelling mistakes. All of these factors can quickly make your site seem unappealing to the customer because your credibility will be seriously damaged.
I drew up this checklist after consulting with several successful Internet marketing experts about the importance of customer-led advertising. It”s saved me a lot of headaches by asking questions that most people skip over in the rush to get a product advertised.
1) Write down the outcome you want to achieve. Focus on the fact that you want to persuade each person to at least find out more about your product or service.
2) Who is your audience? What do they already know about the subject you”re talking about? What other marketing do these
people respond to? Check sites that sell similar products to yours and adapt what”s good for your own use!
3) Make a list of what you need to say and another of what you want to say, in order of importance. This will allow you to keep on track when you”re writing, and will also help when you edit your work.
4) Plan how you”re going to send this message: through words, images, customer comments, product reviews. Make sure that you don”t use any single method too much.
5) Be clear, concise, courteous, constructive, correct and complete — the six important C”s of communicating
effectively.
This is just a start, but I know from experience that taking a little time to check your site for the basics of effective communication, making sure it really speaks to your customers is worth a hundred traffic-machines. Once you remind yourself that selling anything is all about persuasion, not just numbers, then your sales will boom. Discovering more about effective and persuasive communication will be time well spent and money well saved, whatever your business.
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