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Articles Index >> Marketing
3 Tips For Writing Content That Will Make
You Sales
by Michael Cheney
Content is king. Without content your website is an empty shell, a skeleton
with no flesh, an empty vessel. Content can redeem the worst designed website.
The right content can make your phone ring off the hook and flood your inbox
with people wanting your product or service. Content is the most important ingredient
in the recipe for your website's success. If you have engrossing, valuable and
relevant content you are onto a winner..
Tip 1 - Keep It Customer-Focused - What You Like Is Irrelevant
I land on the homepage. I want to buy a bathroom from this company. I want
to know what bathrooms they have available. I want to know how much it will
cost, when they can deliver, if they have any special offers and what their
previous customers have said about them. Instead, upon landing on the homepage
I get the following all-time classic;
"Welcome to ABC Bathrooms. Our company was formed in 1985. Our Managing
Director John set up the company at the age of 25 after spending thirty years
in the position of.."
Who cares?! I want to know exactly what you sell and how much it will cost
me. I have 10 spare minutes today to find this information out and if I don't
see it on your site in a few seconds I will click off to your competitors so
don't bore me with the life story of your managing director. I do not care.
Give me content that I like - not what you THINK I would like. Key difference.
Tip 2 - Sell Benefits, Not Features
Potential customers do not want to know how your product was built, how old
the production manager is or what colour the wallpaper is in the production
plant - they want to know how buying it will enrich their lives. They want to
see evidence for the benefits of owning your product or using your service.
People don't buy things - they buy benefits and they buy feelings. People buying
a Ferrari are not buying a mode of transport they are buying prestige, luxury,
envy, success - they are buying a symbol, a way of life.
Think about your product or service from a customer's point of view - what
are the real, measurable and provable benefits to them of buying from you? Include
these over and over in your content and it will bring more sales for you.
Don't be afraid of blowing your own trumpet - stick the benefits right on the
homepage for a start!
Tip 3 - Include Calls To Action - Everywhere!
Excellent - you've written killer content and people are coming back to your
website time and again for the information. Your traffic figures are shooting
through the roof. It's brilliant! You can't believe you've cracked it. And then
you look at the number of orders placed last week - zero. Oh. What happened
there? Better to have one person visiting your site each month who actually
places an order or produces a sales lead rather than have 1000 people who do
neither.
If you don't have clear benefit-focused calls to action peppered throughout
your content people will not get in touch with you or place that all-important
order. You hook them in with the winning content and then you offer them more
information vial email or a free quotation if they phone you - anything! You
must have calls to action present throughout your site - combine this with the
other two tips and you are on the way to having content that actually makes
you sales.
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