One of
biggest problems with Web sites is that very first page on site is turning people away.Why? Because most Web site owners talk about themselves instead of talking about their Web site visitor.
You know what I mean. How often have you visited a Web site that starts off with big bold heading "Welcome to XYX Company"?
And it only goes downhill from there.
The next paragraph says something like "XYZ Company has worked for 40 years in manufacturing, testing and selling ABC products to businesses around North America and world. Blah blah blah ... who cares ... Yawn!"
That sort of introduction is almost guaranteed to lose you business!
But why is it so common? I think it's because people don't know what else to write!
So in this article I'm going to give you a formula for writing compelling text on your home page.
Here's formula in a nutshell: BAD, WORSE, GOOD, HOW, YOU.
Here's how it works ...
1. Show them what's BAD in their business/life. 2. Show them that it's WORSE than they thought. 3. Show them how GOOD it could be. 4. Show them HOW to fix it. 5. Tell them how YOU can help.
I'm going to expand on these in a minute. But first notice that first four are all about THEM, and you only start talking about YOU in very last step.
OK, let's look at each of these in turn ...
1. Show them what's BAD in their business/life.
What is your customer's biggest problem? What are they most worried about? What causes them to stay awake at night, tossing and turning?The first step is simply to state that problem. That immediately gets rapport because it shows that you understand them. And it engages them as well.
For example, suppose you're a realtor looking for new clients, and you know that most vendors are worried about getting best price for their house. You might start like this:
"Selling your home is one of biggest financial decisions that you will make in your life. How can you be sure that you're getting best price for it? And how can you be sure that your realtor is getting best deal for YOU, not just best commission for themselves?"
2. Show them that it's WORSE than they thought.
OK, you've got their attention, but do they really understand how bad problem is? What are consequences of having this problem? If you dig a little deeper, you'll uncover real costs associated with it.For example, you might go on to say:
