There's probably been one million trillion
articles and books written that address the issue of stressing
benefits to consumers in your sales material.
But it seems that either people aren't reading
this material or they're ignoring the contents because the
number of "pitches" that lack any (or very little) mention
of how the customer will benefit are staggering.
The Internet stands head and shoulders above
all the rest in the dearth of effective sales messages. Most
likely the reason is because the Internet allows everybody
and his/her brother to create a web site and "start a business"
on the Web. Many of these people are looking to make that
"fast buck" while spending as little money as possible.
What this generally means is that the "average
Joe" is the one writing the sales proposal. And while Joe
may know how to write and Joe may even know how to sell, Joe doesn't know how to write to sell.
So for the many "Joes" that are reading this,
here are a few things to keep in mind as you put together
the words to make your web site a "million dollar" success.
As you begin to write, put yourself in the
customer's place. Think about the reasons that would make
you reach for your wallet and pull out your credit card.
Keep in mind that customers don't buy products
or services, they buy what these products or services will do for them. They're interested in how their life will improve if they make this purchase.
Some of the things they want to know are:
Will your product or service ...
make them feel secure?
help them to make or save money?
add more spice to their life?
increase their energy?
give them more time?
provide fun and entertainment?
create better relationships?
make them smarter?
In other words, how will they personally benefit if they purchase your product or service?
Of course, there are many more elements in
writing the winning sales message, but if you focus on the benefits, you'll be well on your way to bringing in
the bucks.
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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