Make Them Want To Buy From You
by Mark Widawer
"Landing Page Cash Machine"
When someone lands on your web site, you want to make them want to buy from you.
How do you MAKE them do anything that they don't want to do?
Well, If you really start thinking about what somebody is looking for when they come to your website, you should be able to figure out what it is that you want to say to them. This is important to know, because in the answer to the question is the answer to how you convert them from a visitor into a buyer.
I recently conducted a sort of survey to see how well people's web sites convert based on the ads they are paying for in Pay-Par-Click search engines. In that survey what I did was I just searched for a phrase. The random phrase that I picked was "red shoes," and I searched for that. Then I looked at all the Google AdWords ads that came up on the first page, and the websites that people were taken to when they clicked.
There was a shoe that I found when I searched for 'red shoes' and it was a very sexy woman's shoe with this frilly feathery thing on the front and it had a clear heel and it was about 4" tall.
The description of the thing was something like, "3-4" heel pump with a clear pleaser." Now, I don't know what a pleaser is on a shoe, but it was just a single sentence that explained what this shoe was.
My guess is that there was a long story that you could probably tell about the woman who buys that shoe. There is probably a lot you can say about what that woman is looking for, what she wants, and the feeling she wants to have or the image she wants to create by wearing that particular shoe.
So the lesson there was that no matter what you're selling, long copy (or at least some copy) is an element that you should not discount. In other words, it's something that you really ought to have on your page.
If you really start thinking about who is the person coming to buy what I have to sell and what are they looking for, what motivates them to come here, then you really can start to imagine what it is that you ought to be saying to them.
This article is by Mark Widawer. Mr. Widawer is the author of the widly acclaimed "Landing Page Cash Machine", which really shares some insight on not only converting visitors into buyers, but on what makes an Internet Marketing business work.