It's been said that we are sometimes so close
to a situation that we "can't see the forest for the
trees."
For many small and home-based business owners,
this axiom may ring truer than you realize.
You undoubtedly possess a clear picture of
your business and what you provide, but it's important to
realize that consumers may not always see it with the same
clarity. They may have a general idea of what you do, but
unless they are fully informed about what you offer,
they are not going to spend a dime.
What this means is that if you want your
prospective customers to become buying customers, you must
take a step back. Look at your business through a stranger's
eyes.
Would you buy from you with the information
that's provided?
This is probably more true on the Web than
anywhere else. People are not going to spend their precious
time trying to figure out what your site is about. If it isn't
made clear to them within the first few lines, they're gone!
That's why it's absolutely imperative that all of the consumer's questions be answered -- up
front. You cannot expect someone to pick up the phone
or send you an email asking you to explain your business.
It just won't happen.
Probably the surest way to know that your
message is clear to your potential customers is to have a
disinterested third party look at it. No doubt it's easier
to turn to family and friends for their opinions, but truth
be known, few of them will give you an unbiased opinion. Not only
because they don't want to hurt your feelings, but also because
they know you and what you're trying to accomplish. It's quite
natural for them to "fill in the gaps."
Consumers do not -- cannot -- know your
business as well as you do. Help them by providing all the
information they need to make an informed decision. They may
not always choose to buy, but at least they won't walk away
with unanswered questions.
Nan Yielding has nearly 10 years experience as an online business owner. She is the owner of Writing-Etc.com and offers internet marketing services and assistance to help website owners attract more customers and increase sales.
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