Imagine this: You enter a brick and mortar store and the sales person comes up to you and recites, “We have books, clothing, housewares, electronics featuring a sale on cell phones, a real coffee bar featuring freshly baked coconut muffins, superior customer service, with great prices, fast delivery and…”
How quickly do you interrupt?
You know what you want and the rest of the sales person’s monologue is irrelevant. Now let’s take that concept to the written word. If you want to customers to read your writing, you should never start with a monologue on “what we do and why we’re great at it.”
Putting the Customer First
As I’ve often said, “We can solve your problem” is the most powerful promise a business can deliver to a customer. But to deliver that promise, you have to listen before you speak. Let customers tell you what their problem is–a new dress, a home renovation, a drop in sales–and then offer your solution.
Remember, there is always another web or brochure page, blog post, success story, or article that you can write. Don’t pack everything into one toss of the printer. You are better off targeting and serving a single type of customer than trying to pull in everyone at once.
Even very large online companies, like Amazon, provide a way for customers to quickly move from their website’s first page to the information they are really interested in. If Amazon can start with the customer’s problem, so can you.
How Navigation Bars (and Subtitles) Help or Hinder
On websites, one of my pet peeves is the ubiquitous “Services” or “Products” category on the navigation bar. That may be justified if you provide many different services or products. But if you have a few specialties, consider mentioning them directly on the navigation bar. (By the way, the same applies to subtitles in marketing and technical copy–lots of precise subtitles make everything more readable!)
For example, one of my clients is a sales consultant whose original navigation bar and home page focused on “Services.” But once we determined that she excelled in three main areas, we changed the navigation bar to read “Generate Leads,” “Increase Revenue,” and “Close More Sales.” We also made sure the home page text centered on those three services, with individual links to later pages. As a result, customers immediately felt that the consultant understood and offered a solution for their most pressing problems. And each customer could go directly to the page that mattered most. The faster readers get to the information they want, the more likely they are to stay and buy.
Ready to change a boring monologue into a helpful conversation? Contact TWP Marketing & Technical Communications today.