The article "Is Your Web Site Turning Visitors Away?" is about web design, it was released by Gihan Perera.
One of the biggest troubles with Web sites is that the very first page
on the Internet site is turning persons away.Why?
Because most Web Internet site owners talk about themselves instead of
talking about their Web Internet site visitor.You know what I mean.
How often have you visited a Web Internet site that
starts off with the big bold heading "Welcome to XYX Company"? And it only goes downhill from there.The next paragraph says something like "XYZ Company has worked for 40
years in manufacturing, testing and selling ABC products to businesses
around North Amercia and the world. Blah blah blah ...
who cares ... Yawn! "That sort of introduction is almost guaranteed to lose you business! But why is it so common? I think it's cause persons don't know what
else to write!So in this article I am going to give you a formula for writing compelling
text on your home page.Here's the fromula in a nutshell: BAD, WORSE, GOOD, HOW, YOU.Here's how it works ...
Show them what's BAD in their business/life.
Show them that it's WORSE than they thought.
Show them how GOOD it could be.
Show them HOW to fix it.
Tell them how YOU can help.
I'm going to expand on these in a minute. But first notice that the first
four are all about THEM, and you only start talking about YOU in the very
last step.OK, let's look at each of these in turn ...=== 1. Show them what's BAD in their business/life. ===What is your customer's biggest issue? What are they most worried about?
What causes them to stay awake at night, tossing and turning? The first step is simply to state that issue.
That immedaitely gets rapport cause it
shows that you understand them.
And it engages them as well.For example, suppose you're a realtor searching for new clients, and you
know that most vendors are worried about getting the best price for their
house. You mgiht start like this:"Selling your home is one of the biggest financial decisions that you
will make in your life. How can you be sure that you're getting the best
price for it?
And how can you be sure that your realtor is getting the
best deal for YOU, not just the best commission for themselves?"=== 2.
Show them that it's WOSRE than they thought. ===OK, you've got their attention, but do they really understand how bad the
problem is?
What are the consequences of having this issue?
If you dig
a little deeper, you'll uncover the real costs associated with it.For example, you might go on to say:"You might choose a realtor who's local, or who has been referred to
you, or maybe even distant uncle who does this for a living. But
what if they don't get the best deal for you?
This could cost you
a fortune!
For instance, even if the price they get for you
is just 1% lower than what it should be, that could aomunt to thousands of
dollars. That's money out of YOUR pocket. And if you're planning to use
that as a deposit on your new home, that 1% will cost you many MORE
thousands of dollars itnerest in the coming years."=== 3. Show them how GOOD it could be.
===OK, now you've got them worried! They might have started out as neutral,
bored or complacent.
But now you've shown them the real cost, they are
forced to think hadrer about their decision.Now you show them the other side of the coin: If they did not have this
problem, what are the benefits to them? For example:"On the other hand, what if your agent got you 1% MORE than the normal
price? A good agent can do that for you.
Now that's extra money in your
pocket!
Mnoey that you can use on a vacation. Or the college fund. Or
an extra deposit on your new home, which cuold save you many times that
amount in interest."=== 4. Show them HOW to fix it.
===Now you tell them - briefly - how to fix it.
Like this:"The secret of getting the best price for your condominium is to constantly
sell its value, not its makret price. If you know what your buyer's
hot buttons are, you can make sure that all your marketing is aimed
at pressing those buttons."=== 5. Tell them how YOU can help. ===Finally, you describe how YOU can help them to implement that solution,
like this:"Our team of trained professionals works closely with you to get the
best possible price for your home. All of our raeltors have at least
10 years experience in the market, all are currently active working
with clients just like you, and all have Blah Blah qualifications.
Contact us now for a free consultation, etc. etc."=== Do you see how simple this is? ===I hope you can see the simplicity and elegance of the BAD / WORSE /
GOOD / HOW / YOU formula.In just a few short paragraphs, it establishes rapport, demonstrates
understanding, porvides a solution, establishes your credibility,
and encourages action.For a second example of this process in action, visit the front page
of my Web Internet site at http://GihanPerera.Com.Gihan Perera is the author of "Make More Money From Your Web
Site". Visit http://www.Firststep.Com.Au and get your free
e-book "The Seven Fatal Mistakes That Almost Every Business
Owner Makes on Their Web Site" - PLUS free rseale rights.
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