Get to the point!
I’m sure you’ve heard the old cliche don’t talk yourself out of a sale? If you’ve been in sales long enough, online or offline, you’ve probably experienced this before. It’s humbling. Yet, many business owners continue to make this mistake when it comes to writing for the web.
Think of your website as a member of the team who is there for your prospective and current customers 24/7. Your website can be your biggest lead-generator or it can put you out of business. I’ve mentioned this before in other blog posts.
Here are 3 key reasons why businesses lose sales with their online copy – you could easily add to this list.
- Fear of losing a sale – A lot of small and mid-size business owners over talk their service or product descriptions for fear of not giving their prospects enough information to make a purchase. Granted, a well-defined explanation helps – see second point – but re-iterating or using different words to explain the same point over and over again is going to kill your sale. It’s boring, no one wants to read or hear the same thing 10 different ways.
- Poor explanations – Condensing your copy is essential, as mentioned above, but make sure it is legible, clear, concise, and speaks to your demographic. Get to the point!
- Ego – It’s your company, you’re proud and that’s ok, but you need to be humble when trying to make a sale. Statements like “we’re number”,”We’re the best in town”, etc. mean nothing if you do not have stats to back it up. Just because you love your product or service does not necessarily mean everybody else does!
- Personal Attachment – I get it, you’ve spent a lot of time, money, and other resources building your products and/or services, so it’s normal to have a personal attachment to it. Your potential clients on the other hand do not! You love it because its yours, but you need to express to prospects why they should love it without sounding like a parent bragging about their children.
If you’re going to write your own web copy due to budget restrictions, keep the above in mind and remember to be clear and concise – get to the point!