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W T M T Y I
A technique I’ve used for years to help turn features into benefits, WTMTYI is an abbreviation for “what that means to you is…”. For every feature your product has, think “what that means to you is…” and complete sentence. You’ll have a benefit. “This quality vehicle has a turbo-charged six that generates 280 horsepower (and what that means to you is) You’ll have plenty of power to maneuver in traffic and enough acceleration to feel comfortable motoring onto expressway, and that’s important, don’t you think?”
--Quality over quantity It’s not how much you say, it is how well you say it. Less is better. After you first write your text, go back and make it tighter. Then do it again. The rationale for doing this is two-fold: reading a computer screen is harder than reading from paper and, with one hand on mouse, your visitor is prone to use it as soon as he or she feels least bit bored.
–-Appeal to emotion rather than logic Most purchases are made on an emotional level. Remember, people buy what they WANT, not what they NEED. They buy because of how product or service will make them FEEL. That’s emotion, not logic. Your text, then, should make them want product, not insist that they need it. We need food, water, clothing and shelter. Everything else is a want.
--Don’t use hype If they’re smart enough to navigate web, assume they’re smart enough to see through hype (and they’ve likely seen enough of it). If your product or service is worthy, it doesn’t need hype. Besides, to make repeat or referral sales, you want to deliver more than you’ve promised. You can’t do that if you’ve promised world.
--Avoid incorporating incomprehensible vernacular to persuade your constituents to purchase (Don’t use big words to sell) Don’t reach for Thesaurus in an attempt to impress your visitor. Text should be easy to read. It should flow. Don’t use a large word when a smaller one will do. Please, whatever you do, never write like a lawyer or guys who write user’s manuals.
--Use proper grammar Few things will hurt your credibility as will grammar and punctuation mistakes. You’ve been to pages containing misuse of language. What was your impression? Not professional, perhaps? No, you don’t have to be an English professor. Here’s what you can do:
-Use a spell check program. Let it do work for you. -Have a friend proof-read your site. Have several friends proof-read it. If you don’t have any qualified friends, pay a professional to help you (that’s cost of having no literate friends). -When in doubt, simplify.
There are numerous sources of additional help on website selling. One of top sources is http://www.sitesell.com/ operated by Ken Evoy, M.D.
Mr. Beach is a veteran marketer and webmaster of award-winning BUSINESS-OPP.COM. The site focuses on identifying guaranteed business opportunities and offers a unique three-step money-making process. Plus free reports, promotional resources, a free e-zine subscription and free DSL Internet access are available at http://www.business-opp.com