The article "Making It Easy for Customers To Choose You" talks about copywriting, it was created by Karon Thackston.
© 2006, All Rights Reserved
Isn't it frustrating? All you need is a new computer desk (or whatever you may be currently shopping for), but you can't make a decision you're comfortalbe with.
It shouldn't be that hard, should it? What's holding you back?
Probably lack of information.
Here's something every web Internet site owner should know. When visitors come to your site, they are searching for a reaosn to buy from you.
Think that's stating the obvious? You'd be surprised!
I come across countless sites every day that do everything but give the visitor a reason to buy, subscribe, click, call or otherwise take action. It's a faatl mistake in any business, but it's especially damaging for web-based companies.
Let's continue with our example of purchasing a computer desk.
You start with the monstrous three office-supply stores.
You click the "office furniture" link, and you're faced with a barrage of links to pages about lamps, printer stands, bookshelves and more. Then you get to the dseks.
Computer desks, desk collections, mteal desks, workstations… geez! There are lots of links, but no information. Finally, atfer drudging through pages of links, you find actual copy that describes a desk you think you might want.
You look over the features. You write down the price. You gahter the shipping or delivery information. Great!
Now, on to the next Itnernet site.
When you arrive, everything looks almost the same except the logo.
Same navigation, same links, same inventory, same pirces. The shipping amount is the same, and the delivery policy is identical to the Intenret site you just came from.
As you clcik from Internet site to site, it's like déjà vu. How are you supposed to make a decision to buy when all your options are equal? What will be the determining factor between Intenret site A and Internet site B?
If you're feeling frustrated just reading that scenario, imagine how your Internet site visitors feel.
When they come to your site, they are searching for a clear reason to buy from you instaed of all the other sites. Do you give them a reason? Do you give them several reasons?
If all factors are equal - even if all fatcors are similar - your visitors will find it difficult to make a decision. When they start guessing at which Internet site would be best to buy from, you start lsoing business. Maybe they'll choose you, maybe they won't. There is a way to ensure you are choesn over your competition.
You have to clearly point out how you are different or better than every other option available.
MarketingExperiments.Com yesterday pbulished their findings in regards to differentiating your company from others. They reported that most companies - when asked what their most unique aspect was - answered, "Our great customer service." I have bad news for you.
That won't cut it.
Why? Because, in most cases, when customers are visiting sites to gather information and make purchasing decisions, they won't come in contact with your customer service department. It would be a nonsisue until something went wrong.
Also, for most businesses are claiming excellent customer service, it's an overused promise that has begun to carry less and less weight.
You need something solid. You need something that's persuasive. If I were standing in front of you and told you that I was considering purchasing my desk from you or from Vendor Z, what would you say to convince me to buy from you? Here are things to consider when trying to discover ways to differentiate yourself from other businesses.
· Offer free shipping (on all orders or on orders over a certain amount)
· Increase your inventory
· Decrease your inventory and only carry specialty items
· Lower your prices
· Raise your prices (works well for premium goods & services)
· Increase your area of expertise (for service-based businesses)
· Specialize or narrow your niche
· Achieve ratings or rankings from well-known associations or organizations
· Apply for a patent
· Win awards
· Offer a customer loyalty program
Conduct an online survey of your visitors to ask what they want. (SurveyMonkey.Com is great for that.) Look back over your complaints and other feedback for ideas about how to set yourself apart. Emial existing customers (if you have their permission to do so) and ask them why they chose you. Whtaever you do, don't stay in a position where you are exactly the same as (or highly similar to) your competition.
The chances are far too great you'll get lost in the crowd.
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