Harvard Business School Professor emeritus Theodore Levitt once said, "People don't want a quarter-inch drill, they want a quarter-inch hole."
The visitors to your website don't want a product, they want a solution. How do you find their needs? Normally you have a dialog and ask questions to uncover their needs. On the web you may not be speaking face to face but you can still provide the answers to their questions through a "frequent questions" page or by just directly integrating those answers within your text.
It's not about what you're selling--it's about how what you're selling can help the customer. Focus on benefits. Give your visitors a reason to do business with your company by showing them the value behind your product or service.
The visitors to your website don't want a product, they want a solution. How do you find their needs? Normally you have a dialog and ask questions to uncover their needs. On the web you may not be speaking face to face but you can still provide the answers to their questions through a "frequent questions" page or by just directly integrating those answers within your text.
It's not about what you're selling--it's about how what you're selling can help the customer. Focus on benefits. Give your visitors a reason to do business with your company by showing them the value behind your product or service.
Labels: common sense, copywriting, customer evangelism, visitor conversion
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