There is no doubt that optimizing your website for Google and using Search Engine and Social Media marketing to bring people to your site will help increase your footprint on the web. But, to quote the influential social media company, chatterjet.com:
“SEARCH ENGINES DON’T BUY YOUR PRODUCT OR SERVICE…
…So unless you tell a story that customers (a.k.a. – human beings) believe, you’re wasting your time”.
You can tell it with images. You can tell it with words… or both. But unless you create an emotional connection with your audience, unless you make someone feel like you are there to SHARE with them, your sales won’t increase and people will not share your story with others.
So how do you do that? Let’s start here:
PROBLEM, AGITATE, SOLVE
“Problem, Agitate, Solve” is from Dan Kennedy’s classic best-selling book, “The Ultimate Sales Letter”. if you haven’t read it, you should. It’s fairly simple in concept: “Identify the biggest pain point of your customer(s), agitate the problem (throw some salt on the wound), and then offer up a solution”.
Figure out what your customers need, what problem they are trying to solve, make it really real to them right now, in their face, then solve it.
STEP I: SPEND A FEW MINUTES IN YOUR POTENTIAL CUSTOMER’S SHOES
List out the problems or challenges or obstacles they face that you have a solution for.
Write out as many versions and variations as you can – don’t think, just let it out of your head. Don’t qualify, don’t refine – write it down as quickly as you can. We’re going for volume here – quantity, not quality.
STEP II: BREVITY IS ESSENTIAL
Now, condense. You’re likely to find that everything boils down to between one and three categories. Good: this will help you focus on exactly what your “Brand Promise” is.
According to Chatterjet, “The average visitor to a website spends somewhere between 8 and 30 seconds on any given web page. Do visitors “get” what your company has to offer in 10 seconds? If not, you’re trying to say too much”. So boil it down and then boil it down again and let’s see what you’ve got, then we’ll continue with Steps 3 and 4.
In the meantime, do you want to really do this right? Email us at hello@21thirteen.com or call us at 646 808 0249. Let me know if I can help.
Perry Yeldham, 21Thirteen Design
