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posted on:
5/25/2012 6:35:55 PM EST
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6 Secrets to Make Your Web Site Pre-Sell
website, web site, building a web site, pre-sell
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I read a very informative article by Mr. David Frey called 6 Secrets to Make Your Web Site Pre-Sell. In the article, Mr. Frey says that there is no better medium to pre-sell your prospects than your web site. He describes 6 “secrets” in creating a web site that pre-sells – here are secrets #1 and #2.
Pre-Selling Secret # 1
The ultimate pre-selling sin is to talk about how great your small business is. That may sound counterintuitive, after all, isn't that why prospects visit your website? On the contrary, people visit your website to get more information. During the initial stage of the buying process people are information hungry.
That is why the first secret is to give away useful information for free. Well, not totally for free. Make the visitor to your website give you their email address in exchange for your information. In fact, this is so important that it should be the primary objective of your website – to get your visitor's contact information. Once you have their email address you will be able to send your marketing message to them again and again at no cost.
Offer visitors to your website interesting special reports or email courses on topics that position you as the expert and set you business apart from the competition. Your report could include buying tips, questions you should ask before buying, what to look for in a when buying, or how to know if the person you're doing business with is legitimate. This information will not only educate your prospect, but also endear them to you because you are trying to help them make an educated decision.
Pre-Selling Secret # 2
People are so tired of being "sold to" that they are enormously skeptical. They become even more skeptical when you begin to sing your own praises. But, when other people who have no vested interest in your success sing your praises it has a magical effect. That is why testimonials are so powerful.
You should be an avid collector of customer testimonials. They are perhaps the single most powerful, overlooked marketing tool in your arsenal. You should have them all over your website. But don't make the mistake of placing them all on one page titled, "Testimonials." That is too predictable.
Sprinkle your customer testimonials all over you site. Here are several great locations to place your customer testimonials:
• As captions under photos of your customers using their pool or hot tub.
• Next to bold claims and promises
• Under specific products or services
• Along the margins of the different pages on your website
The testimonials you use on your website do not have to come from customers. Your testimonials can also come from industry experts. For instance, if you won an award, why not ask one of the judges to give you a testimonial that you can use on your website.
Perhaps your business was given a local award. Instead of displaying the award, use positive comments made about your business from the award sponsor as testimonials on your website. How about charities you have donated resources to, or excerpts from newspapers articles that may have covered your pool and hot tub business, these are good testimonials too.
In fact, the quotes you use do not have to be specifically about your business. Why not place quotes on your website from noted authorities who make positive comments about the benefits of your product or service? Also, make sure you take advantage of any newspaper articles and press releases written by your manufacturer about the benefits of your product?
I hope you enjoyed the first two "secrets" and I will blog the next two "secrets" in a couple of days.
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