Theres a golden rule when thinking about how your site should look or even when writing content for your site. Think about your customer tuning into WII FM (Whats In It For Me).
WII FM isnt a radio station but a smart reciever inside your customers head. Your customers WII FM reciever is a smart bit of technology:
It tunes out:
- Information about your company
- Your capabilities
- The services you provide
It tunes in:
- How does this help me
- Will it make me feel better
- Is it going to solve my problem
Sometimes its easy to forget this simple sales principle. People buy to meet needs or solve problems. To get them to buy from you we need to clearly address which of these two things matters most to them.
How about an example
Spax Competition Suspension is a great british brand in with an awesome history in motor racing. Its real race suspension that has been modified to offer great performance for road cars too.
Pushing the message that Spax “gets you round corners quicker” resulted in sales increases of over 15%. This change made enough difference to sales that we actually decided to make it the biggest piece of text on the whole site, resulting in even bigger increases. Established in 1970 does not solve my problem.
Remember:
If your looking at your site, an advert or an article remember to picture youself as your customer, look at it and say “Whats In It For Me?”
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[...] Its wrong to use your site to tell people how great you are and how great your products are. Its been proven a million times before that talking in terms of your customer works better. Look at your site or the products and ask “Whats in it for me?” [...]