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Make it easy for people to buy what you're selling

Updated: Jan 15

Have you ever walked into a store, looked around for a while, and then left with no idea what the business even did or what they were selling?

Chances are, you haven't. (Most) brick-and-mortar stores are designed to have clear displays, descriptive marketing, and helpful staff so that even if you weren't sure what the business was when you walked in, you left with a clear understanding.

Unfortunately, the online world can be a bit different. Have you ever went to a website, clicked through the pages, and had no idea what the business model was, or what the person did, or how to buy what they were selling?

The chances of that happening are more likely.

Online, people tend to use non-descriptive words ("you're a coach, but I have no idea what type of coach you are"), general language ("your business offering is too broad, so I'll click on the next website that I feel speaks directly to me"), and don't advertise their specific services to avoid pigeon-holing themselves ("it just says 'Work with Me,' but I want to know what it is that you can do for me, before contacting you").

So how do you fix this? Make it easy for people to buy from you/hire you!

Remember, a potential customer is on your website for a reason: They're interested in what you're selling.

How to Get Started:

1) Tell them exactly what you do. Be clear!

Here's an example template you can use:

My/Our "insert Adjective here" (one word that describes how your product or service is different. For example: effective, unique, organic, etc.) "insert Your Product or Service here" (what you offer. Be sure to keep it short. For example: web design, photography, soy candles, catering, massage therapy, etc.) "insert Short-Term Benefit here" (what the customer will get from your product or service. For example: "captures the most important day of your life," "saves you time," etc.) so you can "insert Long-Term Benefit here." (how your product or service will change your customer's life. For example: "relive the memories forever," "live your healthiest and happiest life," etc.)

My own example: "I specialize in creating user-friendly websites with strategic copy-writing, so you can build a brand story that speaks directly to your ideal customers, and help them find exactly what they're looking for."

Make your website's homepage has one clear, specific sentence in an obvious place (i.e., above the fold) that doesn't take long to read.

2) Don't be afraid to get specific.

I repeat this to myself all.the.time: "If you try to be something for everyone, you end up being nothing for no one." What I mean is, if you try to please everyone and you bend and shape-shift and attempt to be something that everyone likes... well, chances are you'll be passed over. People want something that feels special, not something that feels generic. Get specific on your ideal customer, and market to them. Get specific on your unique offering, and focus on that. Get specific on your goals, and stay on track.

3) List your services.

People can't buy from you if they don't know what you're selling. List your services and packages, list your products or product brands, list the workshops you can offer, list the topics you can speak about, etc.

My own example.

You can see that I've clearly listed what I offer, and give plenty of opportunities for my clients to contact me.


What's Next?

Integrate these changes into every single customer touch-point (your website, social media, email newsletters, print advertising, etc.) so you stay cohesive, build trust, and make it easy for people to buy what you're selling!

Let me know if you have any questions!

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