Tuesday July 10, 2018
I recently read a sales page that perfectly exemplified how important it is to put the right information in your marketing materials - because this page definitely didn't.
Let's see if you can spot the problem before I point it out.
This sales page informed me that:
1. Their CBD oil was produced using a cold method of CO2 extraction, which produces the highest quality and best flavor.
2. The oil was quality tested and analyzed using cutting-edge equipment.
3. It was safe and ethically sourced.
4. It was 100% natural, plant-based, vegan, gluten free and non-GMO, and filled with "canna goodness".
5. They used high-performance liquid chromatography to get an accurate breakdown of each component in their phytonutrient-rich hemp extract and final product.
...and that was about it.
Can you see the problem here?
By the time I was done reading that sales page, I had a hard time imagining anyone buying the product unless they already knew about the nature and purpose of CBD oil through a source other than that page, for one simple reason:
The page told me NOTHING about the effect this oil was supposed to have on my body!
Was it a rash treatment? An antidepressant? A laxative?
If the Facebook post that led me to the page hadn't told me it helps people sleep, I'd have had no clue.
It doesn't matter how good your product is if your readers don't know what it does.
Should the information I listed above have been on their sales page? Absolutely - it helps to differentiate them from their competition, and to reassure their clients that the product is safe and high-quality.
But that info should have come AFTER an explanation of what CBD oil does, what problems it solves in your body, and what health benefits you can expect from taking it.
Your audience doesn't care how good your solution is until they know that it's relevant to a problem they have or a benefit they strongly desire.
First, tell them what the product will do for them. Then, after they know why they should be interested, tell them why your solution is better than the alternatives.
It's a basic rule of thumb that I've shared before and will share again: don't waste your audience's limited attention span on a piece of information until they know why they should care about it.
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