Why do you buy stuff?
Why do you go online and buy things? Why do you buy things in stores? If you break it down, what information do you really want and need to hit that final “Buy Now” button.
Does it depend on what you are buying? The cost? Do you like really detailed specs or is just a summary fine?
What is it that tips you over the edge to say in your head “OK, I have enough information, I’m ready to buy?”
If you go through this process in your mind when you buy things, don’t you think most other people do too?
You see, this is the essence of marketing online (and marketing in general). Giving people the information they need to make a decision to buy.
Screaming “BUY, BUY, BUY” on your site simply DOES NOT WORK. It’s like a used car salesman and totally turns people off.
I have been guilty of it and so are about 99% of online marketers out there. Why is this?
Well, I think it’s because when you first get into marketing online, that’s most of what you are exposed to, you don’t know any better. All of the slick sales letters, and being exposed to all of the other crap that other new marketers are putting online influences you to do the same thing.
But you have to STOP. People DO NOT want to be sold to, they want to find answers to their questions and solutions to their problems. Your ONLY job is to answer those questions and offer those solutions, simple as that.
It’s hard to do, believe me.
One way I have trained myself to take this approach is to NOT think about selling anything on my site. I put myself into the shoes of my visitors and ask myself some questions:
- If I were looking for this information, what would I want to know?
- What questions would I ask?
- What questions should I ask?
- How would I want this information shown to me?
- How much is it?
- How much is it compared to other alternatives?
- How do the different ones compare in reliability and price?
- What would make me hit the “Buy” button?
Brainstorm a little bit and put yourself in the shoes of your visitors.
So, if you are having problems converting visitors into buyers, step back and examine your copy.
Are you screaming “BUY, BUY, BUY” or are you truly trying to help people find a solution to their problem.
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