What are the information requirements of website visitors?
February 18, 2009
Welcome back!
Different people and different types of people have different information needs.
Your prospects have different types of information requirements as well.
Does the content on your website satisfy their information needs?
Some of the prospects who visit your site are:-
Results Oriented, so they want case studies or testimonials.
Process Oriented, so they like to see things like lists of services, how you work, and what they need to do.
Information Oriented - They love facts, and love reading articles, blogs etc.
Status Oriented - They love to see lists of clients, awards, press clippings etc.
Relationship Oriented - They want to know about your background, and more about you.
Does your content adequatley fulfil the information needs and requirements for these different types of prospects?
Sometimes, even when we supply them with the information they want or need….
…it’s often in the wrong communication medium that we use to deliver the information they want.
Long Copy v Short Copy - Which works best?
February 18, 2009
Ever wondered why some people have very long copy websites?
Ever wondered why some direct mail letters run to 20 pages and contain no photos?
It’s actually because many of them follow a copywriting formula…that works!
1. Attract their attention
2. Identify their problem
3. Provide them with a solution
4. Present your credentials, and why you’re the person to solve the problem
5. Explain the benefits
6. Testimonials convert sales. Fact.
7. Keeping your offer simple
8. Offer a Money Back Guarantee
9. Ensure you include a deadline
10. Give me the order by Credit card, by Cheque or by Paypal.
11. Reality check
12. Always, always, always include a “P.S.”
Granted it does vary from offer to offer, but the structure is pretty much the same for most products sold via direct marketing.
Why do you think people create ads, sales letters or websites following that formula?
Like it or not, the formula has proven to work and generate hundreds of millions of pounds/dollars /euros of sales for a diverse range of products and services in a number of different industries..
Consider this.
