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There is so much information about creating web pages that rank well, but so little about writing persuasive content that actually converts visitors. Think about it. What is it that really inspires a visitor to patronize your site? Yes, powerful audience-focused content. It doesn’t matter if your site is receiving a million visitors. Unless a respectable portion converts you really won’t make any money from the traffic. Worse still, you will be paying for bandwidth.
Site messaging, done right, fulfills the role of a virtual salesperson and does everything its human counterpart would do — pitching, positioning, convincing, motivating, answering questions, easing concerns, and most importantly, closing the deal.
As an experienced netpreneur, I have reviewed thousands of marketing documents. Unfortunately, most of these documents are written from the company’s perspective and not much attention is given to the reader’s needs.
So, how does one create content that not only ranks well but also drives sales? Consider the following tips:
Define goals and deliver a targeted message
What is the goal of the web page or marketing document? Is it to generate leads? Drive mailing list subscriptions? Generate sales? Provide information?
Surprisingly, even savvy marketing professionals make the mistake of writing standard, almost boilerplate material, for each of these goals. The same document is burdened with pushing the sale, gathering e-mail addresses, and informing the customer — all at the same time, and in a rather confusing fashion. The result is a confused visitor who often takes no action and, worse still, moves on to a competitor’s site.
With all the clutter that pervades cyberspace, the only way to capture visitor attention and interest is by writing content that is customized to suit audience demographics and the site’s goals.
Gain an edge by developing a compelling positioning strategy
Pick a few successful brands. What common theme can you visualize? A solid differentiation strategy that positions the brand as being unique and a cut above the competition. Right? Marketers spend a lot of time and money to identify a branding strategy that fulfills consumer needs, but once this strategy has been identified multi-million dollar campaigns revolve around just that central theme. Site owners, too, can adopt the same strategy.
A certain site, for example, may position its strategy around cutting-edge products, while another may focus on super-fast delivery time. Still another company may position its products as being most cost-effective or suitable for multiple purposes.
It is not enough to describe your offerings. Go a step further and explain how your products or services will benefit the visitor. I will offer the fictionalized example of an online graphic design service to illustrate this concept.
“Our designers can create perfect graphics.”
“Over the past ten years, we have created eye-catching graphics that drove the success of thousands of marketing campaigns. We can guarantee our designs will captivate your clients and improve response rate by at least 10%.”
As humans, we are conditioned to draw conclusions based on past behaviors and experiences. This aspect of the human psyche can be leveraged advantageously. Wherever possible, provide hard data (about business accomplishments), case studies, and testimonials demonstrating how your product or service benefited past customers.
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