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3 Tips For Writing Content That Will Make You Sales
By Michael Cheney, magnet4web.com (c), Sat Dec 10th
Content is king. Without content your website is an emptyshell, a skeleton with no flesh, an empty vessel. Content canredeem the worst designed website. The right content can makeyour phone ring off the hook and your inbox with peoplewanting your product or service. Content is the most importantingredient in the recipe for your website's success. If you haveengrossing, valuable and relevant content you are onto awinner.. Tip 1 - Keep It Customer-Focused - What You Like Is Irrelevant I land on the homepage. I want to buy a bathroom from thiscompany. I want to know what bathrooms they have available. Iwant to know how much it will cost, when they can deliver, ifthey have any special offers and what their previous customershave said about them. Instead, upon landing on the homepage Iget the following all-time classic;
"Welcome to ABC Bathrooms. Our company was formed in 1985. OurManaging Director John set up the company at the age of 25 afterspending thirty years in the position of.." Who cares?! I want to know exactly what you sell and how much itwill cost me. I have 10 spare minutes today to find thisinformation out and if I don't see it on your site in a fewseconds I will click off to your competitors so don't bore mewith 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 wasbuilt, how old the production manager is or what colour thewallpaper is in the production plant - they want to know howbuying it will enrich their lives. They want to see evidence forthe benefits of owning your product or using your service.People
don't buy things - they buy benefits and they buyfeelings. People buying a Ferrari are not buying a mode oftransport they are buying prestige, luxury, envy, success - theyare buying a symbol, a way of life. Think about your product or service from a customer's point ofview - what are the real, measurable and provable benefits tothem of buying from you? Include these over and over in yourcontent and it will bring more sales for you. Don't be afraid ofblowing your own trumpet - stick the benefits right on thehomepage for a start! Tip 3 - Include Calls To Action - Everywhere! Excellent - you've written killer content and people are comingback to your website time and again for the information. Yourtraffic figures are shooting through the roof. It's brilliant!You can't believe you've cracked it. And then you look at thenumber of orders placed last week - zero. Oh. What happenedthere? Better to have one person visiting your site each monthwho actually places an order or produces a sales lead ratherthan have 1000 people who do neither. If you don't have clear benefit-focused calls to action pepperedthroughout your content people will not get in touch with you orplace that all-important order. You hook them in with thewinning content and then you offer them more information vialemail or a free quotation if they phone you - anything! You musthave calls to action present throughout your site - combine thiswith the other two tips and you are on the way to having contentthat actually makes you sales. Michael Cheney Sales & Marketing Director, magnet4web.com About the author:Michael Cheney is the Author of The Website Marketing BibleTM: "High five Michael! Your bible is superb! The world needs toread it and learn from it." - Jay Conrad Levinson, Author of"Guerrilla Marketing" http://www.websitemarketingbible.com
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