Essentials for Sales on your page #2
In the professional sales world there is a techniques called ‘killing off the competition.’
Depending on your product, there are lots of ways to do this. However a better way of thinking about this step is to show somehow that you KNOW what else is out there, and that the way you are offering it, the product you’re offering, the service you are giving, is better than almost anyone else’s.
It is easier to do this sitting face to face with people, and so to some degree, your page needs to give people a little bit of that ‘face to face’ feeling.
The most effective way to do that is to write your page as if someone IS sitting in front of you, someone you care about, and your text is what you are saying to THEM. This is called a ‘conversational style’.
Therefore, a copy/paste of someone else’s text is the LAST thing you want to do on your page!
How you do this, demonstrate your knowledge of your product/field/industry can take a few different forms. One very successful way on a webpage/ Squidoo lens is alternatives.
What is the need you are trying to meet?
Example:
“You could buy heavy wooden outdoor furniture that is difficult to move, or you could get this light, beautiful and easy to store, easy to take care of recycled plastic outdoor furniture”
“You could take a chance that your downloads are illegal and cause you problems later, or you could download from this secure site, knowing that you’ve done this securely, legally, and honestly.”
Understanding the problems people run into in your topic area, and addressing them genuinely, even if briefly, goes a very long way to gaining an emotional connection with you and your potential customer.
The ONLY customer that is important is the one visiting your page, right now.
Great point. Writing for the web is so different from writing anywhere else. You really have to breathe your personality into what you are writing so people can relate to it.