If you need to drive traffic to your website to generate sales, one surefire way to get your numbers surging upward is with compelling content. Content is what you write for your blog, email newsletter, LinkedIn, Facebook, Twitter, and anything else digital. Writing powerful content is about having the right vision in your head and the right attitude before you even write one word.
Write content well and you've cemented your success with sales. Here are a few pointers I've put together for you. Be sure to stick to each one because one without the other will tank the entire project.
- Your customers have a problem only you can solve. Identify the things that make your customers cringe. Present the benefits of working with you. It could be, "We handle that for paperwork for you." or, "Our clients have often received 25% more sales from our consulting." The customer will think, "I want a 25% increase!" Now you have their attention.
- Focus on one product or one service at a time. Do not, under any circumstances, list 10 products and expect to win sales. It's actually easier for you to write information about your products when you feature just one.
- Have a conversation. Imagine your ideal customer is sitting across from you at a cafe or restaurant. The words and phrases you would use during that coffee or lunch are the same ones you should use when writing your copy. It's about a conversation, not stuffy facts and figures. Be chill. It will relax your prospect and make them more open to what you have to say.
- Keep the copy short and to-the-point. There's no need to write the Magna Carta here. State the benefits of what you offer. Follow up with features. Include testimonials from happy clients, rinse and repeat.
- Focus on what makes you stand out in your industry. Be sure to relay a special technique or addition to a product no one else in your industry offers. It's amazing how that one key element of your content can be the difference between an "I need this right now!" and a "Maybe I'll buy next quarter when we get the new budget."
- Ask for the sale. Just as with face-to-face sales calls or sales presentations, there comes a time when you have to go for it. Always include a clear way for your prospect to become a customer. It could be clicking a link, replying to an email, or giving you a call. Make sure you give only one option, though. You want the prospect to take immediate action, instead of deciding which way to get in touch with you.
- Monitor your results. Some people only have eyes for their profits and loss statement. You know better than that. Proper positioning of your offers leads to more sales, so be sure to keep an eye on how many people are visiting certain pages on your web site. Note how long they're staying there and then you can make key decisions on which products or services to feature in the future.
I can sum up every one of these seven steps in one sentence: Write knowing who you are, who your customer is, which problem you're going to solve, and how you will ask for the sale. If you do those things, you will get a positive response from your prospects and existing customers.