I’m astonished by the number of websites written by people who are clueless about what their target audience is looking for. Instead of focusing on what visitors to their sites get, they seem frantic to prove they’re “all that”–the full meal deal, the only provider on the planet anyone should be thinking of using. The site is all about the provider! They “we we” all over themselves and then wonder why their site stinks, why too few browsers become buyers!
Memorize this: Your site isn’t about you. Your ABOUT page can be about you. That’s fine. Some of your blog posts can be about you– about a problem you’ve solved for someone, or an accolade you’ve received. (These should be few and far between. No one visits blogs to be hammered with your awesomeness.) But the rest of the site? It should all be about YOUR WEB VISITOR.
What pain, problem or predicament does he or she have?
Who is he/she? Age? Income level? Fears? Wants? Needs? Desires? (as these relate to what your product or service can do for them)
Too many website owners (or their copywriters) use the shotgun approach: “My product or service benefits everybody! My target audience is everyone!”
No it isn’t. Unless you sell toilet tissue…and even then, it isn’t for the diaper set or, apparently, for most of the human race, for that matter! (Don’t even ask. I just looked up “alternatives to toilet tissue” and got way more information than I was ready for.)
After you’ve identified your Ideal Client (just one, not hordes)–his or her wants, needs, desires, fears, frustrations, pain, problem, predicament and ability and willingness to pay for whatever it is your offer–then (and only then) can you present your solution in ways that will resonate and help them realize that you really do know them, care about them, and want to help them.
Only then can you know what to put on your website, in your brochures, and in every other branded piece you present to the public.
Only then do you have what you need to know to focus on what they get…as opposed to what you do.
What do people get from your product or service?
Here are a few examples (talking points, not full-blown, hypnotic copy), to bring the point home…
Auto repair…
Customers get a reliable, safer vehicle to drive. They get peace of mind knowing they can rely on their wheels to get them to work, to the hospital, to their chosen vacation spots.
Customers get prompt, courteous service they know they can trust because their grandparents and parents brought their vehicles to you for repairs (if you’ve been in business for decades).
The testimonials on your site affirm that you’re the full meal deal. You don’t have to bend over backward extolling your own virtues. It’s what others say about your auto repair abilities that matters most. So seek out and publish the testimonials you get, too.
Child Care
Your child will get one-to-one care and guidance, a safe environment in which to explore and grow, activities that stimulate and encourage curiosity and learning, field trips that delight, meals that nourish, and an early introduction to STEM (science, technology, engineering and math) concepts during play time.
Start-up Business Owners
You’ll learn how and where to get qualified leads, how to grow your business revenue, who your ideal client is, and ways to keep the Looky Lous/tire kickers/intrigued-but-not-yet convinced in the loop so that when they’re ready to buy, they’ll come to you.
Get the idea? Go thou and do likewise.
