E-Psychology: Increasing Your Sales On-Line - On or offline...
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On- or off-line, asking for the business is the only way to achieve any greater result than educating prospective clients about your industry and product or service.
Writing For The Web
The foundation of any purchase decision is the desire for a product or service, usually based on a pre-existing need or want. Selection of a specific product or service provider begins when a consumer identifies a company that offers a value most compatible with the consumer’s perception of value.
Start by writing your web site’s content to elicit the general value the product or service provides. Introduce solutions generated by having the product or service, based on the typical ultimate desires of the target market. For example, the benefits of developing a web site for a small business may include increased sales, expanded credibility, and a 24/7 on-line purchase option.
Next, build on this general foundation by introducing the features, benefits and value of your own company. Remember that surfers tend to do less reading on-line, so you’ll need to accomplish a great deal in each line of text. Each sentence must:
* Convey the tangible and intangible value of your product or service
* Include key terms and phrases effectively describing your industry and products/services
* Promote prospect-to-client conversion
* “Hook” the surfer, encouraging further reading
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