When I talk to prospects, many have a common complaint.
“I’m not getting any website sales leads.”
When I hear that, I visit their website and, in almost all cases, can immediately spot the problem.
There’s no compelling online message.
By compelling, I mean a message that connects up with where their prospects are in their BUYING process.
Twenty-five years ago when the internet was ‘really neat’, prospects HAD to contact a company to learn more about the features of products and services they were interested in. Why? Because the internet was in its infancy and information that WAS available online was often vague and incomplete.
Prospects were forced to call up and open themselves up to some mind-numbing, cheesy sales pitch in their effort to get more information.
Today’s prospect has all the product information she needs.
And many marketers – primarily the ones singing the blues about poor website sales leads – haven’t adapted.
By the time today’s prospect hits your website, she is loaded with product or service information. She’s done her homework. She doesn’t need more basic information about your product or service.
So what IS she looking for?
Pull in your chair cause what I’m about to tell you could change everything!
Almost every prospect that visits your site arrives with the following conversation taking place in their mind and it revolves around two central points:
There’s a problem they have that they don’t want…and there’s a solution they want that they don’t have.
Think about that.
Your prospect is looking for a solution to her problem. And she’s willing to give you a few seconds to suggest to her with your messaging that you understand WHERE she’s at in her buying process.
To do that, you must show you understand the conversation that is already taking place in her head when she arrives on your website.
And pushing a bunch of product or service information at her ain’t gonna cut it. In fact, it’s the sales opportunity kiss of death.
Here’s a 4-Step formula to give your prospect what’s she’s looking for and you can apply it to any situation where you find yourself in a selling situation – online or offline.
Step 1: Use a headline.
Your headline is the first thing someone sees when they visit your website, read any of your marketing collateral or hear you speak. When someone asks you what you do, it’s the first words out of your mouth. And it MUST address the problem your prospects have that they don’t want.
Why? Because that tells your prospect you ‘get it.’ You understand her. You know what she wants. That gets her attention. Let your competitors drone on about features and blah blah.
Step 2: Use a sub-headline.
Your sub-headline is the second thing your prospect sees or hears. What’s its job? It MUST address the solution or result your prospect wants but hasn’t found yet.
Step 3: Make your case.
Provide information – in your copy or verbally – that presents evidence to your prospects that you and your product or service are superior in every way to your competition.
Step 1 and Step 2 have earned you the attention of your prospect so that you are communicating to someone who WANTS to know how you can make a difference in her life.
Step 4: Make an offer.
It’s important to create and make a compelling offer that a prospect will find hard to resist. But here’s a critical, fundamental marketing truth you need to be aware of.
Most first-time visitors to your website or attendees that hear you speak will not buy from you. Why? Because they want to get to know you before they reach into their pocket to give you their hard-earned money.
Here’s what to do…create a non-intimidating offer that gives them a chance to get to know you and the value you offer. A free report, guide or online course. Anything of value that earns you a chance to get their email address so you can keep the marketing relationship going.
You can see the 4-steps “in action” by visiting my website
Step 1: The problem my prospects have that they don’t want.
Frustrated By Marketing That Isn’t Generating The Results You Want?
Step 2: The result they want but they don’t have.
Identify The Leaks In Your Current Customer Attraction Process And Watch How Quickly Things Turnaround
Step 3: Some evidence that I can deliver.
I talk about the fact that I have 25 years of successful sales experience under my belt as a foundation for my marketing consulting/copywriting business.
Note: I also have, in plain view, client testimonials revealing the results I have produced.
Step 4: A useful, non-intimidating offer that gives prospects value
“7 Questions Your Online Prospects Want Answered BEFORE They’ll Buy”
The great thing about the 4-step process detailed above is that it’s based on timeless, proven strategies and fundamentals – not the “latest” guru BS somebody has trotted out.
Get your prospects attention, show you are the real deal and make an irresistible offer.
That’s the key to generating more website sales leads.
Now, apply what you’ve just learned against your website. If your messaging isn’t following the formula, change it so that it does.