Does your website increase confusion or does it reduce confusion.
Remember confused people do not buy; they go looking for more
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
You do this by providing factual, focused web content and web
copy. What’s the difference between web content and web copy?
Web copy is the sales pitch, while web content educates or
entertains your customer. That doesn’t mean that your web copy
can’t or shouldn’t educate your customer, just that web
content shouldn’t 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
They need to understand how your product benefits them, how it
solves their 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
published on your website. Where a white paper may tackle a
complete subject and take several pages, articles cover a
specific piece of the subject.
Breaking the subject into segments allows you to fully exploit
each angle of the story, keeping your customer’s attention
while doing so. Short focused articles are perfect for the short
attention spans of our web patrons.
Some of the benefits of articles and white papers are:
When posted online they can help drive traffic to your
- Help establish your expertise.
- Educate your customers.
- They keep on working long after you post them.
Say you have a white paper explaining how your product works and
how it solved a problem for a previous customer. By the end of
the 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”
is true. However, logic can be used to prime the emotional pump.
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
can go directly to your product without going to the home page.
You did include a link, didn’t you?
How many times have you wanted to look at a product, but
couldn’t find it after you arrived at the company’s home page.
Don’t do this to your customers, take them where they need to
go, and then ask for the sale. Yes, ask them for the sale!
Tell them what you want them to do, and they’ll do it.
- Use logic to identity a problem.
Then emotionally build on your customers’ need for
your product or service.
- Finally, ask for the sale.
Get all of the sales you deserve!