Sell Yourself, Not Just the Product
A new client recently hired me to rewrite the content on his company’s website. He wasn’t happy with the way his website was converting, and he had just quickly put the copy together himself.
After reviewing his website content to find ways it could be improved, the thing that immediately jumped out to me was that it focused too much on telling the reader what the product was and why they needed it, rather than explaining why their product was better and why the customer needed to buy from them.
In other words, it was like if Honda was selling customers on the idea of getting an automobile, but not telling them why they needed to get a Honda.
You have to remember, customers aren’t on your website by accident. They arrived there because they probably already know what your product or service is and why they need it. So, it doesn’t make sense to spend all of your time telling them things they already know and selling them on an idea they already at least somewhat buy into. Sure, they need a little persuasion and a sharp explanation of the benefits of the product or service, but what they really need to know is why they should do business with you and not one of your competitors.
Of course, you have to be careful when selling yourself to the customer. You can’t make the conversation all about you. As usual, you have to explain what it is about your company or your version of the product that will benefit the customer. The conversation should always be focused on the customer, not on yourself.
Take a look at your website. Are you selling people on the idea of the product, or are you selling them on you and your product?