The real reason customers buy from you (or not)...
My wife and I have a problem:
An annoying, round bright spot on our LG TV screen—all the time.
It’s like there's a flashlight inside the TV, pointed right at the sofa!
Watching “1883” last night, it looked like a glowing UFO was hovering over Sam Elliott’s shoulder while he yelled at those poor immigrants in the wagon train.
I know. This problem is not the end of the world. Just the end of that flat panel TV.
We’ll buy a new one, maybe tomorrow. (Woohoo, Christmas in July!)
So, how will we decide which TV to get?
Price will be a factor. (Hard pass on the Samsung 146” Wall Lux model that sells for $572k.)
Brand will also play a role. (Not really in the market for a “HiValue” or “Samdo” TV.)
But what will really seal the deal is the words we read and hear.
To solve our TV problem, we’ll do the same thing you’d do, same thing that every customer does: Go online and read reviews. Talk to friends. Go to the store and ponder the descriptions on assorted TV boxes.
It's the words that make us buy the things we buy. Every sales transaction comes down to words.
Because this is true, take a minute to look at your website. Or re-check that marketing email you’re about to send out. Ask yourself two questions:
Are the words here clear and simple?
Do they paint a compelling picture of how a customer’s life could be better if they bought my product?
If not, fix them…and make that sale!