Why Break The Rules Of Selling?
Recently, in a high circulation daily business newsletter, I
followed the thread of a discussion on ways to maximize
visitor/sales conversion rates of Websites.
Here's my contribution .....
It saddened me when I read the suggestions and comments of
so many experienced Internet Marketers, regarding the
maximizing of conversion rates.
Or should I say it's what I DIDN'T read that caused dismay.
Hardly a mention of the single overriding factor that can
dramatically increase conversion rates in any form of
advertising - on or off the Web....
The right WORDS!
The accumulated experience of successful marketers over the
last 8 decades, proves overwhelmingly that it's the WORDS
that sell the product. Why else do traditional bricks and
mortar sales operations employ sales staff?
If the presentation of their goods in verbal or written form
was of secondary importance, wouldn't they find it easier
and cheaper to simply display their goods and wait for the
customer to buy?
Wouldn't Insurance companies, Auto manufacturers and house
builders simply advertise the price and technical
specifications to their prospects, and wait for them to
thrust their check books in their faces?
Yet on the Web, that's exactly what many of the SAME
businesses attempt. Then they wonder why their conversion
rates are so low.
Sure, they spend time and money driving traffic to their
sites. They employ highly skilled designers to improve the
site's appearance. And they frantically introduce every high
tech gizmo that hits the market .
But the idea of employing a professional Copywriter seems to
fall well down the list of priorities.
Yet offline, these same companies would never dream of
writing their own Sales materials!
Do they think that when someone visits a Website, her needs
and buying habits miraculously change? Does she strangely
have a new set of needs and wants as soon as she sits down
in front of her monitor.
And miraculously, it would seem that she longer wants
detailed information about the products being offered to
If this sad state of affairs was not so endemic amongst
Internet marketers, there would have been no demand for
myself and Ken Evoy to publish 'Make Your Words Sell'.
Yet the huge demand for this book proves beyond doubt that
there are more and more savvy marketers out there who are
beginning to see the light...Hallelujah!
Graphics, gizmos, search engine software and the rest can
have a measurable impact on sales. But only the right WORDS
will persuade a visitor to buy! Nothing else. And I defy
anyone to prove otherwise!...Now there's a challenge!
My new Website at http://www.newbieclub.com is the result of
9 months research into the needs and wants of PC and
Internet Newbies. And it has become a massive hit. Why?
Because the site speaks to the Newbies at their level, and
in their language. No Techie-Speak, no jargon, and in a fun,
laid back atmosphere. The Newbies LOVE it!
But our Affiliate sub-site talks a different language. Here
we are speaking to business people, so we speak to them with
a business voice, at their level, in business surroundings.
And Affiliate subscriptions have surprised even us..
BOTH sides of the business have been wildly successful. And
the success is due the choice of WORDS used. Not the
sophisticated software we employ behind the scenes. Who
cares about that? Certainly not our visitors!
In short, putting up a high-tech and gizmo-laden glossy site
does nothing to improve conversion rates, unless the most
important ingredient of all is present ....
The right WORDS!
Copyright 2003 by Joe Robson * All rights reserved
Joe Robson is co-author of 'Make Your Words SELL' with Ken
Evoy. Joe and Tom Glander own The Newbie Club which is
bulging with unique NET and PC Newbie tutorials and eBooks.
CLICK ON OVER to http://newbieclub.com/ and look at their
very professional Affiliate Program. It's BIG! Joe's
Copywriting site is at http://www.adcopywriting.com
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