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The accumulated experience of successful
marketers over the last 8 decades, proves overwhelmingly that
it's the WORDS that sell the product. Why else do traditional
bricks and mortar sales operations employ sales staff?
If the presentation of their goods
in verbal or written form was of secondary importance, wouldn't
they find it easier and cheaper to simply display their goods
and wait for the customer to buy?
Wouldn't Insurance companies, Auto
manufacturers and house builders simply advertise the price and
technical specifications to their prospects, and wait for them
to thrust their check books in their faces? Yet on the Web, that's
exactly what many of the SAME businesses attempt. Then they wonder
why their conversion rates are so low.
Sure, they spend time and money driving
traffic to their sites. They employ highly skilled designers to
improve the site's appearance. And they frantically introduce
every high tech gizmo that hits the market . But the idea of employing
a professional Copywriter seems to fall well down the list of
priorities.
Yet offline, these same companies
would never dream of writing their own Sales materials!
Do they think that when someone visits
a Website, her needs and buying habits miraculously change? Does
she strangely have a new set of needs and wants as soon as she
sits down in front of her monitor.
And miraculously, it would seem that
she longer wants detailed information about the products being
offered to her.
If this sad state of affairs was
not so endemic amongst Internet marketers, there would have been
no demand for myself and Ken Evoy to publish 'Make
Your Words Sell'. Yet the huge demand for this book proves
beyond doubt that there are more and more savvy marketers out
there who are beginning to see the light...Hallelujah!
Graphics, gizmos, search engine software
and the rest can have a measurable impact on sales. But only the
right WORDS will persuade a visitor to buy! Nothing else. And
I defy anyone to prove otherwise!...Now there's a challenge!
My new Website at http://www.newbieclub.com?help_is_here
is the result of 9 months research into the needs and wants of
PC and Internet Newbies. And it has become a massive hit. Why?
Because the site speaks to the Newbies
at their level, and in their language. No Techie-Speak, no jargon,
and in a fun, laid back atmosphere. The Newbies LOVE it!
But our Affiliate sub-site talks
a different language. Here we are speaking to business people,
so we speak to them with a business voice, at their level, in
business surroundings. And Affiliate subscriptions have surprised
even us..
BOTH sides of the business have
been wildly successful. And the success is due the choice of WORDS
used. Not the sophisticated software we employ behind the scenes.
Who cares about that? Certainly not our visitors!
In short, putting up a high-tech
and gizmo-laden glossy site does nothing to improve conversion
rates, unless the most important ingredient of all is present
....
The right WORDS!
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