We’ve all been there. That dreaded “bad date”….or in my case… “play date” with a fun new mom-friend that quickly goes south when they monopolize the entire conversation by talking only about themselves! They go ON AND ON about their job, their kids, their house, THEIR great life… never once turning it back to us to learn more about our life, our kids, our job, OUR interests!
We’ve all suffered through them. And if you’re like me, you probably never called that person again for another date (or play date) and you were glad when they never called you.
And this happens to us ALL the time on the web, right? We’re looking for that company, that “exciting new connection” who’ll have the solution to our problems or product that's the answer to our dreams! But…. 30 seconds into the site... and they lose us. Sentence after long boring sentence…littered with "I" and "We" and "Our". We know they’re not really interested in US... and it goes South.
But unlike that bad date, we’re not forced to suffer through. Just a click and we’re out of there ...never to be heard from again!
But here’s some GOOD NEWS! You don’t have to drive your customers away from your website with self-serving copy. Follow these 5 tips and they’ll know that you’re interested in THEM And they’ll come to rely on your business…time and time again!
So Let’s get started….
1. Know Who You're Talking to.
Have you clearly identified your target customer or customer groups? Make sure your web copy aligns with your overall marketing plan to reach them! What keywords will answer their questions…solve their problems? Keep those words first and foremost in your headings. ALWAYS, ALWAYS lead with their NEED!
2. Remember That it's Not About You....it's About Them!
You finally get that website up and you’re anxious to share all the wonderful things that make your business unique and special! Or... WHY you love to do what you do.
But guess what? Your customer DOESN’T CARE! They only care about THEMSELVES and how you’re going to solve their problems or answer their questions. And remember those 30 seconds? That’s about all you’ve got. So take all those great features of your product or service and turn them into COMPELLING, attention-grabbing BENEFITS that mean something to your customer.
3. Be Conversational.
Don’t bore your customer with BIG words and long sentences. They don’t want to be impressed by your good grammar and extensive vocabulary. They just want to know if you can solve their problems! So talk as if you’re having a conversation over lunch! (And yes…it’s ok to start a sentence with “And” and “But!” It’s not high school English class!)
4. Don’t Talk ABOUT Your Customer….Talk TO Them!
Instead of saying “we help our customers” say “we help YOU!” Again…..it’s a conversation….and while they’re reading your website or web content, they need to know you care about THEM and nobody else!
And last but NOT least…..
5. Entice Them with an Offer.
We love a good offer and we love the word FREE! So offer a FREE estimate, FREE newsletter subscription, FREE report! Or offer 10% off or a $10 discount to increase your leads!
So now go take another look at your website. What conversation are you having with your customer? Is it about your business or is it about THEM? Armed with these 5 tips, hope you feel ready to get your customer’s attention and start racking up those leads!