What's In It For Me?
That is what every visitor to your website has in mind.
Does that make them shallow, greedy or mean? No, of course not! A visitor to your site is on a mission. They might be looking for information, want to solve a problem or to buy something. It is your job - the job of your website - to provide that information, solve that problem or encourage a purchase of your products or services.
Makes sense, right? But how do you get them to buy from you and not your competition? You have to give them a reason to buy from you! Let them know why YOU are the best solution.
How do you do that? Look at your business through the eyes of your prospective customer and create a website with their experience in mind. You look at your business everyday and probably take some things for granted. Look at your business through their eyes and think about what's in it for them. What would you want in that situation? What do you offer that your competition doesn't?
Then tell them in plain English. What would you say to them if they were standing there and you were talking face-to-face? Let the real you shine through.
What's In It For You?
Too often we try to be all things to all people. Your business is unique. You are not just a store or a restaurant or a service. Every business has something about it that makes it stand out from the rest.
But sometimes we try to cover all the possible scenarios instead of spelling out what makes us special. We are afraid of losing business, but what we are actually doing is not connecting with customers that we could really help.
Not everyone is your customer. Emphasize what makes you better than your competition. It's not bragging, it's just fact. How will they know if you don't tell them?
There is an added benefit too - you will spend less time on people that are not right for you and will have more time to serve the customers who are a perfect fit!
On a lighter note -- Marketing would be so much easier if we could just market to our dogs!
|Adopt a pet commercial, Super Cool Guy|
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