I have some bad news. Nobody cares about your product or service.
What?! It’s true. They don’t care about your product. They care about what your product can do for them or get them. For something to add value, it needs to do one (or more) of these things:
- Save someone time
- Make someone money
- Teach something
- Add joy
So when people come to your website, you need to get the point and answer these 3 questions:
1. What do you offer?
Don’t tell YOUR story. A lot of companies get into the trap of telling their story and why they are the best at what they do. Instead, be the best at illustrating what your product or service is. And remember not to suffer from the “curse of knowledge”. Don’t assume your customer knows something just because it’s common sense to you. You are the expert, not them. Simplify your message and what you offer.
2. How will what you offer make my life better?
Help people envision their life after using your product or service. Showcase other peoples’ experience with your product. How did it improve their life? You want them to see themselves as your customer and what that will look like.
3. What do I have to do to buy from you?
If you answer the first two questions, your customers are going to want to buy from you. Make it easier for them. Add a “Buy Now”, “Book Now”, “Whatever Action You Want Them To Take” button to the top right corner of your website. If you don’t, you are losing business.
Some other things to keep in mind:
- Be detailed to engage your audience. If you are vague you will confuse and lose your audience.
- Start with a problem. Think of your product or service as medicine. If you don’t define the pain, no one will know they need the medicine.