Is Your Web Site Direct
Copyright © 2005 Daniel Levis
Here’s one of your biggest opportunities to outflank the competition
online. Use your website as a Direct Marketing vehicle, in the classical
sense. Have a very tightly defined action that you want people to take,
and focus all of your efforts on getting people to take that action.
Few websites operate under this cardinal rule of Direct Marketing.
As a result, all too many business people labor under the fatal
assumption that their prospects will make buying decisions based on
minimal information. They assume that if someone is interested, they
will take the next logical step.
Minimal information might work for ultra low-ticket items, but chances
are, what you’re selling takes more explaining than you think.
Like any good Direct Marketing piece worth it’s salt, your website
should actively “anticipate” and address all of the questions your
prospects are likely to have about your product or service.
How do I know your product or service does what you say it does?
Why should I believe your claims?
How do I know your product or service will work for me?
How long will it take for me to start making a profit with my purchase?
How much effort will it take for me to begin using your product?
Where can I get it cheaper?
If your price seems low, why is it low? If it seems high, why is it
I could go on & on, but you get the picture.
Now let me ask you, do you know the top ten questions that are running
through your prospects mind when they visit your website? Are you
answering those questions in the copy, or are you waiting, hoping, and
praying they’ll ask?
If you’re serious about growing your business exponentially & marketing
your products for big profits, you’ve got to educate your customers.
There’s no getting around it.
What exactly does that mean?
It means you’ve got to make a commitment to getting your complete story
out. And in that story, you’ve got to address all of the concerns that
are going on in the minds of your customer. It sounds simple, but
there’s a catch.
You have to do it in a way that holds their attention. Learn to write
benefit driven direct marketing style copy, or hire a professional
copywriter to do it for you.
Then decide how you will communicate that story in a way that is at once
effective & cost efficient. On the web, there is never an excuse for
vague generalities. You’ve got all the room in the world for meaningful
specifics. Can you think of a better, or less costly place to tell a
clear concise, and complete sales story?
Name another advertising medium where it doesn’t make a cost difference
whether you put one word on a page or 10,000.
Make a commitment to learn all you can about your customer’s buying
process. What are they thinking when they have a problem you can solve?
What’s running through their minds when they need what you’ve got?
You’ve got to answer those questions.
Don’t gloss over this. It’s really important!
And then forget your fear of telling your prospects too much on your web
site. Concentrate on telling all of the facts, in a way that captivates
their interest & attention. Once you have that, you qualify for their
desire & action!
Direct marketing readership tests prove that with well written copy,
readership doesn’t fall off dramatically until about 300 words, & then
stays constant right up to about 3000 words, before dropping off again
Most advertising is hollow. Educate your customers with panache, &
articulate the reasons why they benefit uniquely from purchasing from
you. Then sit back & watch your business grow & your profits soar!
Daniel Levis is a top marketing consultant & direct response copywriter
based in Toronto Canada. Recently, Daniel & world-renowned publicist &
copywriter Joe Vitale teamed up to co author “Million Dollar Online
Advertising Strategies – From The Greatest Letter Writer Of The 20th
Century!”, a tribute to the late, great Robert Collier.
Let the legendary Robert Collier show you how to write words that
sell...Visit the below site & get 3 FREE Chapters!