Tuesday October 17, 2017
When people want to buy something, they have lots of options. According to Internet Live Stats, there are over 1,250,240,286 websites in the world today - and the number kept growing even as I looked at the page.
Obviously, not all of these websites are your direct competitors, but even if you just look up your specific industry in your geographical area, you'll probably find at LEAST three or four other people doing the same thing you do.
And that's assuming people are even sure they want a product in your field. They might just decide not to buy from anyone at all!
That being the case, it's vital to make it easy for people to buy your product, and not make them do any extra work in order to make the transaction.
I recently saw a conversation that perfectly exemplifies what NOT to do.
A little while ago, I witnessed an online conversation between a business owner and the host of a business group, and it left me cringing a little. Actually, it left me cringing a LOT, with some violent internal facepalming to go with it.
I'll leave identifying information out for the sake of courtesy, but here's what the participants said:
Group host: "What products/services are you selling?"
Business owner: "Food."
Me: That's unhelpfully vague.
Group host: "If you really desire to sell, you have to be more specific. What type of food are you selling? Are you selling online? Do you have links so people can learn about your products and make purchases?"
Me: Good, someone's asking the right questions. If he gives that information, he'll be in a much better position to make some sales.
Business owner: "Yes."
Me: ...What. *Violent internal facepalm* You did NOT just say that. Dude. At this point, people can't buy from you even if they WANT to.
If you want people to buy from you, you have to do more than make it easy.
When you're trying to make a sale, the LAST thing you want to do is make your potential clients work to pry the necessary information out of you.
If getting the data they need is like pulling teeth, most people will leave rather than spend time playing 'dentist'. And even if they DO make a purchase, the tedious and frustrating buying process will probably deter them from coming back.
If you want to make sales, you need to do more than make it easy - you need to hold their hand through the whole process.
Tell them which button you want them to click, where on the page the button is, and what they'll get when they click that button. Make the button big, obvious, and a color that stands out from its surroundings.
If you're scheduling an appointment, don't say "let's have coffee sometime" - say "let's meet for an hour at Tim Horton's next week. Here are the dates and times when I'm available - which one works for you?"
On your website, put all the important links in the navigation bar, and label them clearly. Don't count on people scrolling to the bottom of every page, especially if some of those pages are long, cluttered, or both.
Remember, people are busy, and they have lots of options - including just not buying at all. You have only a few seconds to get their attention, and a strong need to KEEP that attention by making the process as easy and enjoyable as possible.
Do you know what information you need to give people to get them to make a purchase?
If you don't, you aren't alone - many business owners struggle to describe their products and services in a way that makes sales.
If people's faces go blank when you describe your offer, and you want those faces to light up with interest instead, you need to talk about the right aspects of your product - the aspects many business owners forget to mention in their marketing and sales.
Fortunately, I've got a really easy way for you to figure out what to say when you're talking about your product, so people can see why they need it and why they should buy it right away.
Not only will this ebook walk you step by step through the process of creating product descriptions that get sales, but it will also tell you how to get other people to promote your products for you, so you can make more sales with less work.
Click the big, brightly colored, easy-to-find button below to get the details about the book, and if those details look good to you, click the button on that page to get your copy.
(And also, once you've bought it, actually read it. It does you no good sitting unread on your hard drive. ;) )