WHAT DO YOU MEAN, “PREP FOR ONLINE PROSPECTS?”
For many industries, people browsing online exhibit different browsing behaviors than they may do in person. Many times, there are more distractions or a lower barrier of entry to shop elsewhere. Below area few ways to prep your product for online decision makers.
1. Portray As A Solution To A Problem
Most of the time, when a customer is searching for your product or service, it’s to relieve a pain point, fulfill a need, etc. You might say, “Well yeah, and it’s the same in the real world, too” and that might be true.
The difference is, you need to portray that idea very quickly.
For instance, if you’re a mortgage broker
and you’re describing a refinance, you might want to either title and describe it, “Express Cash-Out
Refi, 45-Day Start-To-Finish Avg. Closing Time”, then add a little more to the description below,
specifically pointing out immediate benefits to the customer.
Online, “what’s in it for me?” needs to be addressed immediately and often.
2. Consider What You Can Give Away
It doesn’t have to be much, but remember: you’re competing online with people inside and outside of your industry. Think of how you’ve been trained to use awesome services for free, like amazing search engines like Google, free email like GMail or Hotmail, free and unlimited video services like YouTube… the list goes on and on. People expect free.
The good news is, you don’t have to give away much. What you’re reading right now is an example of a free giveaway that provides some really solid value. Be honest in your willingness to give something
away, even if it’s a discount, some time, etc. It’ll be worth it.
Tip: Amazon’s profits grew exponentially when it started offering FREE shipping to Prime members.
I’m going to keep all of these pretty short. Spend some time thinking about how you can apply these to your business. If you need any help, or would like to help others, leave how you’re applying these in the comments below!