In this world of Internet business, your website is your chance to put your best foot forward and sell your product. Consider it your storefront and head salesman all in one. Today’s requirement is that you must grab your potential customer’s attention and instill in them a desire to see and learn more.
This article concentrates on the text aspect of your marketing. Your sales pitch is an important component. Fancy graphics and flashy designs mean nothing if you do not have the right text to secure the sale. Once you have their attention, you must keep it and convince your surfer that you have what they are looking for and need.
There are a few simple mistakes that I see everywhere on the Internet that can make a difference to your overall sales if they are avoided. Too many times, webmasters do not realize nor understand the importance that these little mistakes can cost them.
Let’s run down a few:
Spelling Mistakes and Improper Grammar
These two indiscretions run rampant on the Net. Applying a spell-check program over your page/site is helpful but it is not enough. This program only catches spelling errors - not the improper use of words or their correct meaning. Take for example, it will tell you that you have the word “therr” spelt wrong - but it will not tell you that the correct word would have been “their”. It also does not catch most misuses of proper grammar.
Your site text is important! Mistakes and improper use of the language shows a lack of professionalism in your image and product. Your surfers will not have the trust they need to further buy into your sales pitch. This lack of detail can significantly hurt your business. Take the time to thoroughly go over your finished text or have someone proofread it for you. This is your image - make sure it’s professional and on target.
Too Wordy
Be direct, short and crisp with your text. Less is better. Too many words mixed in with your pitch will take away from the point you are making and have your surfer lost in a mountain of jumble.
Keep your text clutter free. You are selling a specific product or service - do that. If your message is not stated and understood clearly in the first couple lines - your surfers will not read any further and a sale could be lost.
Overuse of !!!
Exclamation marks can be annoying and they lose their importance if they are over-used. Use the bold feature to stress individual words or important parts of your text. Save the exclamation mark for when you really want to drive your point home.
Where’s the Pitch?
You have their attention, now where’s the pitch? This is an extremely important element of your business; do not neglect it. Too many times I have seen well-intentioned sites but know that the majority of surfers will have no clue what it is they are about or what they, as potential buyers, are supposed to do. What a loss of a market.
Take your surfers by the hand and make it very clear what you have for them and what you want them to do. This is easily done with a well thought out and working design and sales pitch. The three main highlights of any sales pitch should be: grab their attention, keep their attention, and then reward them for staying with you.
Who Me?
You are targeting your surfer so make it personal. Talk to them. Bring them into your fold instead of just being a cold flashing screen. Get to know them - understand them. Find out who they are and what they want - then offer it to them. The best salesmen are the ones that show you personal attention; that little something more - be that to your surfers. They will reward you for your efforts.
Treat your website like a business. Be professional and know your market. Also, be aware of the simple mistakes that can cost you in the end. If you can not write descriptive or convincing sales text, there are many Companies and services to help you do so. Remember, this is business; it’s the bottom line that counts. |
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