Stories are powerful. We not only remember them long than we remember facts, they engage us, appeal to our imagination and when done right, cause us to become emotionally invested.
Imagine if you could cause this same reaction in your target market after they read your website or promotional material? How many more enquiries would you get? How many more sales would you convert? To help you, here are five questions that once answered will help you tell the story of your products and services and emotionally engage your target market.
1. What is your target market’s biggest need, frustration or problem?
People always move faster away from pain then they do towards pleasure, so pain is a good place to start your story. What problems do your target market experience without your product? What limitations do similar products or services have (without naming and shaming) that could be causing your target market frustration?
What is keeping them up at night? What is costing them money, time or limiting their growth that can be related to not having or using your product or service?
2. Why haven’t they been able to solve it?
Once you’ve established their pain, look at why they haven’t been able to solve it until now. Was it due to a lack of time, money or knowledge? Have options or availability been limited until you or your new product or service has come along?
3. What would their life be like if their problem was solved?
Paint the pleasure. Describe the life of your target market once their problems have been solved, their ideal “imagine if…” scenario. How much more effective, efficient or profitable will their business be? How much easier and happier will their life be?
4. How does your product or service solve their need?
Once you’ve taken them to a place of pleasure and hope, show them how you or your products or your services make it possible. How are your products or services different? How have they helped others achieve the same ideal scenario?
5. What do they need to do now?
Now it’s time for your call to action. What steps do they have to take now to start making their ideal scenario a reality? Is it to call, email or buy now? Do they need to go to another web page, book a consultation, request a quote or download something?
Work out exactly what action you want them to take then call them to do it while offering them an incentive or emotional pull.
By taking your target market through this process, you allow them to have an emotional experience with your product or service before they even try it, a very powerful marketing technique that will result in more enquiries and conversions.
The words on your website can be the difference between a website browser and a new customer. With more and more potential customers heading online to find and buy products, your website copy has never been more important.
To make your words count, here are seven questions to ask when you are writing or reviewing your website copy.
1. Does your copy appeal to your target audiences?
Are you writing for your target market or about you? Good copy is all about your target market, it addresses their frustrations, solves their problems, gives them the benefits and answers their question “what is in it for me”?
Once you have written your copy, read through it and count how many “you’s” you have versus how many “we’s”. You should be talking about your customer at least twice as many times as you are talking about your business.
2. Is there a benefit driven or emotionally appealing headline on each page?
Don’t underestimate the power of headlines. With 5-10 seconds to capture the attention of your target market, your headline will help you make an impact and connect with your reader, and if done correctly, encourage them to keep reading.
3. Are sub-headlines easily identifiable and do they guide readers through the page?
Most of your website readers aren’t readers at all, they are scanners. This means they will be scanning through parts of your copy to find what is relevant or of interest to them. Sub-headlines are great for drawing attention to certain parts of your copy and make it easier for scanners to find what they are looking for.
4. Is the critical content above the fold?
In sales copy your most hard-hitting, benefit-driven information needs to be first, with as much appearing above the fold (where your reader doesn’t have to scroll down) as possible. When your reader lands on your website they want to know “what’s in it for me?”, good copy will always give them the answer straight up.
5. Are testimonials or case studies used to prove the value?
To back up claims you make in your copy, include testimonials that demonstrate benefits and results you have generated for past and present customers. Remember, no-one sells your business better than a happy customer.
If you claim your products or services can boost sales or minimise expenses by a certain percentage within a particular timeframe, provide a testimonial or case study that proves your claim. You will add credibility and build trust with your readers if you do.
6. Is there a call to action on every page?
Are you creating a sense of urgency by giving a compelling reason to act now on every page? Your website should be an extension of your sales team and be converting readers into leads and buyers. To do this, each page needs to have a strong call to action.
When establishing your call to action, ask yourself “what do I want my reader to do once they have finished reading this page?”
7. Is there a way to capture your readers contact information?
Have you provided an irresistible offer that compels your reader to give up their contact information? In addition to wanting your reader to respond to your call to action, you also want to get their contact details. This way, you are in control of how regularly they hear about your business.
To do this, you need to offer them something of value. It could be a checklist, an e-book, a cheat sheet or a template of some sort. Whatever you choose, make sure it is easy to sign up for, if there is too much effort involved you may limit your sign-ups.