Tag Archives: communicating your message

3 things I learned at Your Business Mojo

Yesterday I attended an event called Your Business Mojo with Arvee Robinson, Joe Nunziata and Kelly Flint. It was a worthwhile free event that I recommend you check out if you’re going to be in Southern California or New York during one of the other dates it will be held. […]

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Use the Right Perspective

perspective Believe it or not, your website isn’t about you. It’s about your target market and the benefits they gain from working with you.

So your copy needs to be focused on your target market and what they want … not on you and what you want.

I know, I know. It can be tricky sometimes to do this, but it is essential to the success of your website and your business.

You see, one of the six questions your website needs to answer, if it is going to convert visitors to subscribers or buyers, is “What’s in it for me?”

People are always on the look out for personal benefit … whether consciously or not. So why not give it to them in plain English?

What benefits do your services offer your clients? What do they get out of working with you? If you can convey that hiring you or buying your services will benefit the visitor in one of the core desires below, you will be able to convert at a higher rate.

All humans seek to satisfy certain core desires and they are:
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What’s In It for Me?

what's in it for me? As I’ve mentioned in a previous post this month, the fifth deadly mistake of home page design is poor use of copy and copy optimization techniques. And the biggest mistake I see entrepreneurs and small business owners doing in this area is not focusing on the benefits.

Of course, this is in part due to the fact that it can be easy to confuse the difference between a feature and a benefit. So, I’ll share with you a simple guideline to help you know and understand the difference.

A feature is what your product or service has.

  • It is red.
  • It is divided into five modules.
  • It comes with downloadable mp3 files.

A benefit is the results your customer will get out of using that feature.

  • They won’t loose it because the red color makes it easy to see.
  • They’ll be able to avoid overwhelm and digest the information because it is broken up into five modules.
  • They can conveniently listen to the audios in their car, while walking … any where they can take their iPod because the files are in mp3 format.

What’s so cool about benefits is that one feature can offer many benefits. So, when you’re listing the benefits of your features, don’t stop at one. Ask yourself, what is the benefit of that benefit?

For example, your feature might be downloadable mp3 files. What are the benefits of providing your product in this way? Here’s what I came up with in a short brainstorming session:
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Attracting Ideal Clients with the Right Home Page Copy

Attracting Ideal Clients with the Right Home Page Copy One of the five deadly mistakes of home page design is poor use of copy and copy optimization techniques. When your home page says the right things in the right way, it will attract and convert more members of your target market. There are areas of home page copy that you need to think about and work on until it is optimized for your ideal clients. Here are some starter guidelines for each one:

Headlines

Your headlines are going to be the first text a visitor to your website will read. It needs to be strong and compelling:

  • It can mention the most desired benefit of working with you.
  • It can arouse curiosity about what you’ll say next.
  • It can be authoritative, commanding the visitor to take a specific action.

You can find plenty of advice on headlines online. I recommend these resources:

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Attracting Ideal Clients with Understanding

Attracting Ideal Clients with Understanding One of the six questions your home page, landing page, squeeze page or sales page must answer is “Do you understand my needs?”

Basically, they want to know that you understand them … if you can illustrate that you do, then they’ll opt in to your list, buy your products and hire your services. But if you can’t show them that you understand their needs, they’ll click away and find someone who does. So, how does a web page answer this question?

Through it’s words:
Do you speak your target market’s language? Do you use the same words, phrases and idioms that they do. For example … does a doctor have customers? No. They use the word “patients.” Does a coach have customers? No. They use the word “clients.” Each group of individuals develops their own “group language” … so be sure you’re using the right words to speak to that group.

Through it’s imagery:
If you were a woman business owner, which image would tell you that a website was meant for you? A professionally dressed man at a computer, a casually dressed teen at a computer? Or a nicely dressed woman at a computer? All three people are at a computer, suggesting that the website might be about computers or the Internet or online business. But the person at the computer also suggests the target market.
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