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Friday, November 2, 2007
Seven Steps to Pre-selling your Product
You need to buy a new car. There are two car showrooms in your neighborhood, so you go along to showroom A.The moment you appear in the forecourt, an eager assistant darts out, grabs you by the lapel and proceeds to apply the hard sell. All you can think of is escaping before you are forced to sign anything.
You then go along to showroom B. A pleasant staff member greets you and invites you to sit down. He talks through with you your interests, aspirations and requirements. He then discusses the pros and cons of different cars that might meet your needs, and lets you wander round and look at different models.
Which showroom are you more likely to buy from? Salesman B knows that at this stage its information you are looking for. The last thing you want is to be pushed into buying something before you are ready.
Almost every new web marketer makes the mistake of jumping straight into selling?the product. You take your visitors straight to a sales page and wonder why you arent making any sales. Those who learn to PREsell find an immediate jump in their sales figures.
Why? Because visitors to your site arent looking to be sold something. They are looking for information. So give it to them. Make them welcome and let them relax and browse.
The lesson is: write to PRESELL, not to sell.
1. Check what your visitors see when they first arrive at your site. Make sure it has a clean, simple look, with an easy-to-read font and easy navigation from one page to another. Make your visitors feel that the site is for THEM and you really want them there.
2. This step is really important. Build a picture in your mind of your target customer. WRITE DOWN the description: male or female? What age group? What socio-economic group? What sort of occupation? What sort of family? What sort of interests? The more detailed you make it, the more vivid your picture of the customer will be. Then keep this person in your mind as you write your copy. Address it to them as if they were standing in front of you. Gauge their reaction. Are you getting through to them? Do they like what youre saying ?if not, change it!
3. Use a simple and direct style. This has been said so often. Yet copywriters still seem to think that obscure words and long involved sentences are more impressive. Maybe they are! Its just that people wont read them! Just keep remembering how easy it is for the visitor to click the back button and return to the search page. If you bore them, they certainly will.
4. Provide information. Your visitor has come here for information. So provide it. Your aim is to show that you know about your subject. The more information you provide, the more the visitor will come to respect your expertise, and the more CONFIDENCE you will build up.
5. Show your PASSION. If you have a passion for what youre writing about, let it show through. Your delight and enthusiasm will make you a real person as nothing else will. It has been said Passion is the best pre-seller? It creates a bond straightaway between you and your customer.
6. Over-deliver. Your customer is looking for information so over-deliver it. Dont just provide facts and figures. Show that you care about their best interests. Think what their needs are and meet them, over and above what they expect. Think what their dreams, desires and aspirations are and fulfill them. Remember people are driven by emotion not logic. Tap into their emotions. Think of why you bought your house. Its more likely to be because you fell in love with it, than because of its list of features. Make them fall in love with the idea you are putting across to them.
7. Be honest. If you arent, none of steps 1-6 will be any use. Present both sides of a product or service. Lyrical blah-blah just washes over people. They know that no product or service is perfect so they will respect you for pointing out the imperfections. All they want to know is, that the benefits TO THEM outweigh the downside. This way, your recommendation will carry so much more weight.
If you have done all this right, your visitors will:
?have TRUST in you as a genuine person;
?have CONFIDENCE in you as an expert;
?form a BOND with you as a friend.
They will feel you have their best interests at heart, and will believe you when you recommend a product to them. You wont have to apply the hard sell.
If you presell successfully, your sales will take care of themselves.
Elaine Berry is the owner of Bizwrite, the Good Writing Site. Bizwrite provides copywriting, ghostwriting, article writing and proofreading services, and also provides help and tuition in all aspects of writing. Visit http://www.bizwrite.co.uk for a FREE e-course on copywriting.Stop Smoking Chicago Quit Smoking Chicago Permanent Laser
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