Removing buying obstacles
October 02, 2008 |
Ever wondered why your competitor sells more of what you both sell than you do? It may be that you?ve inadvertently set up barriers that keep your customers from wanting to take that final step to purchase from you.
You know your product so well that it?s hard to keep from sharing everything, but everything, about it. This is a pretty costly mistake in that space on printed pages has become expensive real estate. But even with a Web site, too much explanation leads to your product looking more complicated than it really is.
People don?t want complication to garbage up their lives; they want things that make life more fun, more reasonable, less complicated and just plain easier. And frankly, if you look like a complicated solution, they?ll look for something that does the same thing, but doesn?t look as difficult to deal with.
The word here is simplify. Take your longest copy blocks and pare them down to this: What will it do for the customer? What is the benefit for them. Then follow up with what?s different about it. Bullet points are great, but keep it down to the top five to seven ideas. No one wants to read a dozen.
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