“In one day Samson killed one thousand Philistines with the jaw-bone of an ass. Each day ten thousand sales are killed with the very same weapon.”
I’m sure you agree that’s a pretty clever quote. Here’s another quote…
“We have a vertically integrated solution. We’re able to reach a large number of potential key decision-makers in your target markets”.
Not so clever.
But the amazing thing here is the second is an actual transcript of a young, eager, cold-caller trying to persuade me to buy a mailing list. Speaking like that is never going to persuade me to do anything.
How Can This Improve Your Web Content?
If your website is speaking to your customers using the same language as a bad cold-caller, it’s going to get the same bad result.
Here are three tips to improve your web content (and if you have a call centre, your sales calls).
Speak to people like people.
Do you know what a ‘vertically integrated solution’ is? I’m not really sure I do. Your website should use simple language. Make it easy to read. Use short sentences. Long unbroken paragraphs filled with confusing corporate jargon are scary.
Talk about benefits not features.
Using the mailing list example; instead of saying, “reach a large number of potential key-decision makers”. Try, “I can help you sell more products by giving you the contact details of 500 people who buy your product on a regular basis”.
Keep it relevant.
The cold caller knew my name and what business I’m in. So why say, “Your target markets”. You know your customers and what they are interested in. Your website should talk about this specifically. If you sell flowers and your customers buy flowers, your website should be talking about flowers!
Using the tips above, here’s what the call should have sounded like…
“I can help you find more small business owners looking to build a website in the next couple of months. We’ve got a list of 500 names. And because we personally keep our lists up to date, you won’t be wasting your time on people who don’t want to hear from you.”
So What Does Your Website Sound like?
Are you talking to your customers in the right way? Is your website helping you to find more customers? Or is it a good looking but bad cold-caller?
We can help you find out. Contact us and ask for a free content critique.
We’ll show you how to improve your website’s content for better online results. And of course, there is no cost for the initial critique. You can book your website content critique by clicking here.
Or call me on 0845 625 0175
