Why You Need a Benefit Focused Web Site to Get Prospects
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Do you know what your prospect really cares about? If so does your website and marketing material show you do?
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Do you know what your prospect really cares about? If so does your website and marketing material show you do?
A quick look at many websites talking about visions, goals, philosophies and the like would indicate that many companies don't really know what their prospects care about, or if they do they don't really care. Here are some tips for writing a website that will get you more prospects more often.
Your strategic vision isn't that important to your prospect
Prospects have problems. They want a solution for this problem and when they arrive at your website they want to find answers. They really don't care about your vision, commitment to excellence, customer service declarations or strategic mission statement. So park these things somewhere other than your home page.
Don't talk product features
It's easy for businesses to talk about their product features. The problem is your prospect is only interested in product features to the extent they meet your prospect's precise needs. So you must focus on that need and what meeting that need means to them. In other words - benefits. Prospects care more about the benefits of a product or service than a long list of features.
Do talk benefits
What is a benefit anyway? Think of it as how the prospect's life will be changed. For example, a feature of your product, (let's call it detergent) may be that it's concentrated. Benefits would be that it lasts longer, washes more dishes, leaves them shinier and saves you money (because you use less of it).
A benefit generally meets some common desires. Some are rational, most are emotional. So instead of listing your products features on your website think of your target customer and ask yourself how your product or service will:
- Make them more admired
- Help them look good to their friends, boss, or peers
- Get them that bonus, raise or promotion
- Help them save time
- Help them make money
- Help them save money
- Reduce risk when they use or buy your service
- Eliminate fear of looking foolish
- Help them sleep at night
From the prospect's point of view, the benefit is simply "WIIFM" or "What's In It for Me" if I purchase this product or service?
Review your website. Does it clearly answer the above question? If not you could be losing prospects, because that's the only question they really care about. Shift your focus to their point of view. Then, whatever you're offering, say what's in it for them.
Customers and prospects care about themselves, not you. They care about getting rid of their problems and they are looking for real answers to two very real questions - "How can you improve my life?" and "What's in it for me?" Be sure to answer them and you will have easily turn prospects into life-ling customers.
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