Less is more, if you strike a nerve
Jun 2, 2012 / 11:00 am
It’s been said that consumers buy emotionally and justify intellectually. So before someone buys something, they need to have an emotional reason to do so, then they will process and justify the decision to purchase it intellectually.
The secret is connecting with the buyer on an emotional level first.
Most businesses will bombard a visitor with all the features and benefits they can think of, dropping jargon bombs like no ones’s business. It’s the ‘more is better’ philosophy, a race to one-up the competitor and make their offering look and sound better. The more information and pages you have on your site, the more weight you have in being perceived as the expert.
The problem with this approach is that the visitor is left to try and make sense of it all. They have to take all this info and try to process it to decide if it fits their needs. Of course, that’s assuming the visitor is going to navigate to the right pages within the website in the first place.
Don’t start with the solution, start with the issues they are facing. This is where you will make the connection and start to build trust with the visitor. If you understand their needs, you can start to guide them down the right path by taking them into the heart of the issue and then make the proper recommendation on how to solve it.
Does that mean you should abandon all your features and benefits and stick to the issues? Not necessarily, but there are several do’s and don’ts if you need to provide a few more details of your offers.
Here are a few things to keep in mind:
Staying up to date
The more information and detail you provide on your products and services, the more likely things will get out of date as changes are made.
Relate to the prospect
You may present your products and services in the wrong light. Features and benefits may distract or even push away prospects if presented from a point of view they don’t relate to.
Short and concise
Presenting a lot of detail will certainly be welcomed by your competitor, but may overwhelm your prospect.
Dangle the carrot
Instead of just giving it all away, think of ways you can use the details as a carrot to get the prospect to give up their contact details or get in touch.
The prospects agenda, not yours
Feature and benefit writing should always keep the prospects issues at heart, not yours.
Buyers justify their emotional decisions intellectually and the facts you provide will be the ammo they use. Provide only the details required to get the prospect to contact you. Everything else is a distraction. Your site will be considerably smaller, but more effective as a sales tool.
Stick to the issues.
Matt Gomez is a Business Developer with Acro Media (www.acromediainc.com), a web design and online marketing company based in Kelowna, BC. Matt helps businesses who want to leverage the web and see returns from their online investments. He enjoys watching soccer, reading Wilbur Smith novels and eating candy. He does not enjoy cat videos … not in the slightest.
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