If you’re reading this post, chances are great that you’ve had a hard time turning your website visitors into customers?
So, you’ve read all the web copywriting tips from the experts and you’ve applied them all! You used a catchy headline that promises the reader a strong benefit. Your opening paragraph is killer hot. Your subheads include good keywords. You wrote the Home page as if you were speaking to one person. You remembered to set off the key stuff with bullets points and bolding. You didn’t forget the compelling call to action. You even posted a video and have a sign-up box offering a valuable freebie, blah, blah, blah.
Still, customers are not beating down your virtual door to get in. And you’re asking yourself, well, why the heck not? What am I doing wrong?
Here’s the deal. In my experience, after working with clients who have had this very issue, this is what I’ve learned:
When your potential customers go online in search of companies that sell your product or that offer the type of services you do, they come across a bizzillion businesses that do what you do. These companies, just like yours, have websites that follow the same canned blueprint. So, how is a potential customer supposed to choose you over your competitors when you look just like they do? How will they ever know that you really ARE the best life coach, networking group or real estate lawyer.
To increase the likelihood of turning your website visitors into leads, getting that customer to nod their head “yes” and hit that “click here” button, or call your 800 number or fill out that contact form, YOU MUST:
Target Your Ideal Customer
Take a look at your features. Then take a look at your benefits. Write them down in a list. Then look at the customers you currently market to. Is there a subset of that group that you could target? If you are a daycare center and you are targeting all parents, you’re jeopardizing your chance of attracting a higher number of customers. Why, because your messaging will be too general and diluted. The magic, the pull is in specificity, not in vaguely talking to everybody who might consider your services. If you only serve vegetable entrés, don’t market to all people who eat in hopes that carnivores will be hungry enough to consider dining at your restaurant . . . Market to vegetarians and vegans!
. . . , which brings me to the next requirement.
Select Your Ideal Target Audience in Your Marketing Headline
Your message will be much more effective if it’s clear that you are speaking directly to a subset of that group – working parents. Why? Babysitters can target all parents. Daycare centers are ideal for working parents. When your headline does not select your target, the folks who really need to hear you in great numbers don’t because you are not singling them out. If you are talking to tax payers, say so. If you are talking to students, say so.
Are You Looking For a Good Paying Part-Time Job While You’re In College?
Are Your Children Safe, Secure and Happy While You’re at Work?
Is It Time for You to Be the One Who Decides What Time You Will Be Reporting to the Office?
Why does this matter? It matters because, when you’re not specific, it’s sort of like shouting something on a crowded street that could apply to anybody walking down that street. What happens is, some people may turn around. Most won’t. However, if you call out, Hey Michael, there’s almost a 100% chance that everybody named Michael is probably going to turn around. And then the Michaels will be anxious to hear the next thing you are going to say because “he” wants to know if it applies to him or to some other Michael who’s nearby.
The more specific you are, the more likely the audience whose attention you’re trying to get will notice and be impacted by your headline . . . and will then listen to the next thing you have to say, which brings me to last requirement:
Nail the Hook
Come up with a hook that captures the essence of your service or product or your brand’s promise that your ideal customer finds irresistible. The idea is to create a hook that’s not a rehashed generic promise that many of your competitors make. Many life coaches tend to do this with headlines such as “Live Your Best Life Now,” “Find Your Passion,” Have What You Desire.” To the Internet shopper who’s looking for color, it’s like looking into a big sea of beige. Every business looks the same to them. You want your business to be the lime green in that sea of beige!
A marketing hook is an element about your benefits that captures the potential customer’s attention and reels them in. It’s a message that strongly, directly and unequivocally resonates with your potential customer’s emotions. For example: In that earlier example talking to working parents about their kids, the words “safe, secure and happy . . . while you’re at work.” All daycare centers offer arts and crafts, nap time, field trips, snack time, music instruction, etc. But how many broadcast to you that the primary benefit is that they are, in essence, going to be your clone while you’re away. It doesn’t get any better than that for the parent whose eyes can’t be on their baby at all time because they have to work! All that other extracurricular stuff fine and dandy, but it’s secondary to a mommy or daddy.
Marketing to your ideal customer, selecting the ideal customer in your headline and a including a compelling hook in your message are 3 MUSTS if you plan to attract a greater number of customers and kick your competition’s ass!
P.S. I would love to hear your website tips as well. Hit me up.