Is your website earning its keep?
Is it generating sales leads, prompting phone calls or producing sales?
If not, you may want to take a look at the formula you’re using to attract attention, create interest and compel your reader to take the next step in your selling process.
Huh? You don’t use a formula?
If that’s the case, this little article is going to provide you with a structure you can use that should have an immediate impact on your bottom line!
Before we get going, please don’t make the mistake of thinking this won’t work for your business.
The following 4-step formula, commonly referred to as AIDA, is based on a timeless selling structure that is lining the pockets of those who implement it.
Why? Because, it works.
Don’t be fooled by its simplicity.
Step 1 Attract Attention. Your ability to grab your prospect’s attention when he arrives on your website is critical for effective communication.
The most effective way to do this is to use a headline that offers a benefit to your reader. Some kind of promise. This is where many marketers fail to even get to the starting line.
You should be able to sit 6-7 feet away from you home page or landing page and have the main benefit you offer clearly stand out among everything else.
Step 2 Develop Interest.The key to getting your reader interested in your copy is to show you understand him.
Develop a message demonstrates you know what your ideal prospect’s pain points are. You want to evoke emotion – not list all the stuff you sell. That comes later.
Your reader isn’t interested in you until you demonstrate you are interested in him. The exciting part is that so many of your competitors DO NOT do this. It will be easy for you to stand out.
Step 3 Create Desire. Your prospect has a need or a problem. He wants it addressed – sooner than later. That’s why he’s on your website in the first place.
When you show you can make problems disappear, you elevate your prospect’s sense of urgency.
Think about what your current ideal customers are actually buying from you. It’s not WHAT you sell that creates desire, it’s WHAT IT DOES that fans the flames.
And often, there is a deeper benefit to your prospect. Make sure your copy refers to it.
Step 4 Ask your prospect to take Action. A “call to action” (CTA) begins with a verb that tells the customer what to do.
This is your opportunity to invite your prospect to do what you WANT him to do.
That could be downloading a free report, signing up for your webinar or buying your product or service.
The more urgency you can create behind this action, the better. Put a deadline date in for your offer. Say there are only so many spots available.
If you have done an effective job of getting your prospect’s attention, building interest and creating desire, this is a natural last step but you have to ASK your prospect to take it.
One of the primary reasons the AIDA selling formula has, and continues to be, extremely effective is because it takes your prospect by the hand and leads him through a natural process.
P.S. As we head into April, are your sales results where you want them to be? If not, consider taking advantage of this special offer that expires April 10 – that’s this Friday.
My “Website Sales Booster” service is designed for business owners who want to jumpstart their sales. It gives you a chance to get my input – for a fraction of what you’d pay if you hired me to do it – on some very critical website marketing elements. Check out what you get here.
I am offering a 17% discount off this service if you sign on no later than April 10. And it comes with a 100% Unconditional Money Back guarantee. The risk is all mine.
Make an investment now that will pay off the rest of the year.