E's everything

  全文詳見 iSell

此書中提到的三個銷售上可能的錯誤，值得參考

1) Your marketing talks about WE – and doesn’t engage THEM

Pretty much most of the websites I see are written in a manner that research suggests is not engaging enough for the reader. Lots of time and money gets spent on search engine optimisation and traffic generation.

Yet, if you’re guilty of this mistake, there’s a good chance you’ll be turning these people away, losing leads and sales in the process.

So what’s the mistake? Writing in a style that just talks about ‘We do this…’ ‘We do that’, ‘we’re great at that’, ‘we won awards for this’. It’s called ‘we’ language and too many companies are ‘weing’ all over their sales as a result! So whether it’s your website, landing page, squeeze page, readers just glaze over and move on. Sales you achieve will probably be despite the website not because of it.

Solution? Change it to ‘YOU’ language. So if it currently says ‘we supply the finest work wear…..’ change it to ‘If you’re looking for work wear that…’.

Instead of ‘We offer…..’, it should read ‘You will get…’.

So make sure your copy is written in YOU language, from initial advertising, email campaigns, landing pages, order forms, confirmations, follow ups and the rest. You’ll find the levels of engagement increase with your enquirers – and you’ll convert at a higher level.

E隨意翻譯:

多數商家都在強調「我們這個產品」的好處，反而忘了注重「你」。
作者說，同樣的一句話「我們家的衣服很耐洗」，改成「『你』將買到一件非常耐洗的衣服」。
這樣的整個設計、整個文宣更能夠說服消費者。

Onto mistake number 2…

2) They don’t buy for the reasons you think they do

So – if we’ve established that you might not have been engaging your target readers because you weren’t aware of the need for YOU language, what else could be wrong?

Something else that could have been sabotaging your sales is not realising why they buy, not knowing what their real motivation is.

Marketing prose will usually be written in the style of the person who writes it – written by them, aimed at people just like them. It’s natural.

So for example if the person writing it are themselves very goal focused, looking ahead at specific targets and how they’ll get there, their writing will reflect this and will contain talk about all of the gains that the prospective customer will have when they purchase your products.

But what about your prospective customers who aren’t goal and gain focused? What about those who are on your site because they’re looking to solve some pain that they’re experiencing? They’re trying to get away from a situation they find themselves in. They couldn’t care less about moving towards a goal, they just want to get away from their pain.

The problem is, if all your copy is goal focused, you won’t be very appealing to those who want to move away from pain. And there are an awful lot of people like them. And people in pain buy more quickly than those who aren’t.

Solution? Make sure your promotional copy reflects both camps – those in pain and looking to move away from it – and those goal focused individuals looking to get ahead and achieve their particular target. So if a gain orientated sentence reads ‘double your processing speed with the zyz drive …..’, then the pain orientated equivalent sentence would read something like ‘if you’re sick and tired of painfully slow process speed, you can avoid all that with the zyz drive…’.

Make sure you know what the most common pains and gains are amongst your target market. If you’re not absolutely sure, find out. List these and use these in your material before going on to explain how you would ease their pains.

E隨意翻譯: 

消費者買下的「理由」，和店家的行銷人員所認知的不一樣！
重點是要真正的去了解「為什麼大家會買下這個東西？」
文中小細節很碎，有興趣的朋友請自己看

Mistake number 3

3) You make it hard for them to buy!

Yes. Hard to believe. But true in many cases. When people visit your site they have at least started their journey towards making a purchase. By the way the phrase ‘time wasters’ is banned – barely anyone has got time to waste flicking through websites without some level of interest and purpose. It’s up to you to engage them.

When I visit some website I’m surprised they sell anything. It’s as if they’ve placed a ‘closed’ sign on their shop door.

Often it’s not clear what the customer is supposed to do, there’s no clear call to action, confusion reigns and for these reasons and those covered in mistake 1 and 2, people abandon their browse or worse, browse someone else’s site.

Here are a few pointers you might want to check your own site against.

Firstly, make it abundantly clear what you want people to do on each page – and make that call to action very visible without them having to scroll down to find the instruction. After all, isn’t it still a fact that a web page gets about 8 seconds to make an impression? Don’t complicate matters.

Your call to action might be to place an order, it might be to call a number, it might be to leave their contact details in return for free information. Decide on your call to action and make it unmissable on the page. If it’s a specific landing page/squeeze page, have no other distractions on the page that might potentially tempt them away.

We’ve talked above about the language to use and avoid. In addition, don’t talk about ‘price’ or ‘cost’, talk instead of ‘amount’ or ‘sum’. Instead of ‘Buy’ or ‘Submit’ on the button, put something like ‘Claim’ or ‘Join Up’ or ‘Yes, send me the…’. And while we’re on the button, so to speak, research tells us the best colour of a buy button is orange and the best colour for an order form/sign up box is green. Instead of saying such as ‘when you buy’, consider using ‘when you own’ instead.

Have a short, lively video on the page. This adds to the overall attractiveness and crucially will appeal to those who’d rather watch a short video that brings things to life than read a paragraph of prose.

Make sure you’ve got at least one powerful testimonial on each page, named and used with the permission of the person who commented. Testimonials are far more powerful than any creative copy writing.

Depending on your product, offer a money back guarantee. Too dangerous say some, yet those who offer it say that rarely if ever is this taken up and hardly ever abused as an offer. Yet very powerful and a deal breaker if your number one competitor does not offer one.

If you’re guilty of any or all of these mistakes, make it a priority to eliminate them and install the suggested solutions in their place. You’ll be sure to increase engagement with your site visitors, your conversions –and your bottom line.

E隨意翻譯:
改善以上兩點後，重點就是要讓消費者立刻得知「哪裡可以買的到」
而「哪裡可以買的到」，也必須要是顯而易見的。