Welcome to this week’s Marketing Minute Tip. Do you know what this #1 mistake even is?
In case not, the #1 mistake that business owners make when creating, revamping or just updating their websites is this. Telling instead of SELLING! They go on and on about how wonderful their customer service is, how dedicated they are to client satisfaction, how terrific their products are and how many enviable awards they’ve won. No doubt you’ve seen this personally. You may even know people who have been guilty of it.
And here’s the issue with this approach. Who really cares? For sure your prospects don’t because they don’t know you that well since they have not had time to build a relationship of trust or see these things for themselves. Even if they are well on the path to this point you certainly don’t want them to have to slog through a boring website filled with this self proclamation. Remember this; what they’re really more interested in is what you are actually going to do for them SPECIFICALLY. What kind of discount, deal, special service, hard-to-find-item, etc. are you going to provide?
That being the case, these become the unspoken questions you must answer on your website? And this can be accomplished by avoiding these 2 classic blunders…
1. Injecting every bit of useful, free information you can find about your field and generously populate it all over your website. This may set you apart from the “image advertisers” but it probably doesn’t put more money in your pocket. The reality is that web surfers are loyal to no one. Just because you gave them lots of free information, it doesn’t mean they’re going to choose you. It’s kind of like leaving your front door unlocked and then being surprised when thieves take every valuable thing you own without so much as leaving a calling card.
2. Providing a list of third party links of “interest.” It’s a nice gesture and I know you want to be perceived as being helpful. But, what you are really doing is injecting distraction that will take the prospect away from his or her main mission. And this mission is to digest what you can do for them and opt into your website so YOU get the lead and can start working with them. No doubt the surfer will appreciate your helpfulness, but it won’t pay your bills, will it?
Instead, try giving them just enough valuable content to get them involved and then GET SOMETHING IN RETURN i.e. their name and contact information so you can continue marketing to them indefinitely. It’s like the old adage goes, “Tell me and I’ll forget. Show me and I may remember. Involve me and I will understand.” SO, use your website to get your prospects involved with you! And once you have them involved, they will begin to understand why you’re the ONLY one of your kind they should do business with.
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To your marketing success,
Automated Marketing Solutions