| Copyright © 2006 Here's one of your biggest | | | | you've got to educate your customers. There's no |
| opportunities to outflank the competition online. Use | | | | getting around it. |
| your website as a Direct Marketing vehicle, in the | | | | What exactly does that mean? |
| classical sense. Have a very tightly defined action that | | | | It means you've got to make a commitment to getting |
| you want people to take, and focus all of your efforts | | | | your complete story out. And in that story, you've got |
| on getting people to take that action. | | | | to address all of the concerns that are going on in the |
| Few websites operate under this cardinal rule of Direct | | | | minds of your customer. It sounds simple, but there's a |
| Marketing. | | | | catch. |
| As a result, all too many business people labor under | | | | You have to do it in a way that holds their attention. |
| the fatal assumption that their prospects will make | | | | Learn to write benefit driven direct marketing style |
| buying decisions based on minimal information. They | | | | copy, or hire a professional copywriter to do it for you. |
| assume that if someone is interested, they will take the | | | | Then decide how you will communicate that story in a |
| next logical step. | | | | way that is at once effective & cost efficient. On the |
| Not so. | | | | web, there is never an excuse for vague generalities. |
| Minimal information might work for ultra low-ticket | | | | You've got all the room in the world for meaningful |
| items, but chances are, what you're selling takes more | | | | specifics. Can you think of a better, or less costly |
| explaining than you think. | | | | place to tell a clear concise, and complete sales story? |
| Like any good Direct Marketing piece worth it's salt, | | | | Name another advertising medium where it doesn't |
| your website should actively "anticipate" and address | | | | make a cost difference whether you put one word on |
| all of the questions your prospects are likely to have | | | | a page or 10,000. |
| about your product or service. | | | | Make a commitment to learn all you can about your |
| Questions like, | | | | customer's buying process. What are they thinking |
| How do I know your product or service does what | | | | when they have a problem you can solve? What's |
| you say it does? | | | | running through their minds when they need what |
| Why should I believe your claims? | | | | you've got? |
| How do I know your product or service will work for | | | | You've got to answer those questions. |
| me? | | | | Don't gloss over this. It's really important! |
| How long will it take for me to start making a profit | | | | And then forget your fear of telling your prospects too |
| with my purchase? | | | | much on your web site. Concentrate on telling all of the |
| How much effort will it take for me to begin using your | | | | facts, in a way that captivates their interest & |
| product? | | | | attention. Once you have that, you qualify for their |
| Where can I get it cheaper? | | | | desire & action! |
| If your price seems low, why is it low? If it seems high, | | | | Direct marketing readership tests prove that with well |
| why is it high? | | | | written copy, readership doesn't fall off dramatically |
| I could go on & on, but you get the picture. | | | | until about 300 words, & then stays constant right up |
| Now let me ask you, do you know the top ten | | | | to about 3000 words, before dropping off again |
| questions that are running through your prospects mind | | | | significantly. |
| when they visit your website? Are you answering | | | | Most advertising is hollow. Educate your customers |
| those questions in the copy, or are you waiting, hoping, | | | | with panache, & articulate the reasons why they |
| and praying they'll ask? | | | | benefit uniquely from purchasing from you. Then sit |
| If you're serious about growing your business | | | | back & watch your business grow & your profits soar! |
| exponentially & marketing your products for big profits, | | | | |