Want to really hit your sales prospects’ hot buttons? Sell the sizzle instead of the steak, as the old saying goes.
Think about it. If you’re a certified financial planner, you don’t sell financial products – you sell security and peace of mind. If you’re a computer networking consultant, you don’t sell computer services – you sell efficiency and a worry-free work environment.
Visualize your ideal sales prospects, then figure out which of the following big benefits they’re really looking for:
Previously, we talked a bit about what a well-crafted website can do for your business: boost visibility and credibility, get you more referrals from colleagues and customers, even shorten the sales cycle by putting key information where prospects can easily find it. Of course, those aren’t the only reasons—you may have more, depending on your business.
So, now that you know what a great website will do for you, you’re ready to start putting it together, starting with your home page. Right?
Well, maybe not.
For a site to be truly client-attractive, it has to answer — very clearly — the basic questions for your prospects. Only then will they find your services compelling enough to give you a call.
To make sure you cover all your prospects’ questions, I’ve adapted the classic “Five W’s and an H” formula and applied it to the process of making a website into a client magnet. Over the next several months, we’ll take a look at these questions and how the answers translate into great web copy.
During last month’s “Building a Client Attractive Website” seminar, one of the attendees asked me a question that, coincidentally, tied rather nicely into this month’s commandment.
Briefly, she wanted to know why the copy on the website (which was designed to attract clients for a local business coach) used “I” and “me” rather than referring to the website owner in the third person by her first name or “she.” She felt the approach a bit too casual, not professional enough.
So why did I disagree – with confidence?
Publishing an ezine can sometimes be a lonely business. You wonder if you’re delivering the kind of content your readers are really responding to. I occasionally get emails from readers saying they really enjoyed a particular issue or article. But I know that not everyone can take the time to give direct feedback.
So, what’s an ezine publisher to do?
Whew! We’ve covered a lot of territory over the past few months, and we’re down to the last three commandments. This month’s is a bit lighter (in more than one sense of the word): It’s all about letting your personality show through your ezine!
If you want your ezine to be a great marketing tool, it has to serve your overall marketing objectives. Staying in touch with your market is important, but the information you give them should always be tied to a specific goal, whether it’s driving awareness of your newest (or most lucrative) offerings, publicizing a sales-boosting special offer, or showing off whatever unique expertise you have that sets you apart from your competition. Remember, you have their permission to market to them because they expect something useful from you.
And, thus, we come to our next commandment:
Last month, we talked about the importance of focusing your ezine’s content on a well-defined subject (or set of subjects). But how much self-promotion can you do? Quite a bit, actually – but, yes, there is a limit. Now we’re going to talk about what’s called the “40% Rule.”
Last month, we talked about the importance of publishing regularly and how simple, repeatable systems (like an editorial calendar) can help. Now, it’s time to get focused.
Last month, we did some thinking about how your readers would use your ezine, which in turn determines what format will meet their needs. This month, we’re hitting the issue of consistency – why it’s important, and how to achieve it.