I run into this quite a bit – a client who wants to improve conversions on their website (which is good), but during our conversation they’ll say something like “I can’t seem to get people to pay for this” Huge warning flag! If people aren’t willing to pay for your product or service then you’re either 1) charging too much or 2) don’t fulfill a need or 3) aren’t explaining things in a way that makes sense to the customer. Upon further investigation, it often is #3, which is good, since that’s not too difficult to fix.
Since most small businesses write their own marketing and website copy, they’re often thinking about what they think is valuable about a product. The problem is, customers don’t care about what you think is valuable. They want to know what’s in it for them. What benefits to the customer does your product provide? What needs does it fulfill? Specs and features and dimensions are all well and good – if the customer cares about those sorts of things. You have to explain everything in a way that makes sense to the customer.
If you’re having difficulty with selling your products or services online, try re-writing your text and marketing message to focus on the customer needs. Once you’ve rewritten it, try asking some customers what they think (you can do that at any point – and should). Sometimes the best way to improve something is to ask those it’s intended for.
Still stuck? Try filling in the blank: Our product will help you ____ by _______.
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Technorati tags: customer service, usability, customer experience, business, marketing strategy, marketing