I was on a site for women’s handbags a while back researching ad copy ideas for a client and was drawn into the sales pitch and description of a particularly high priced bag. They did a great job describing it, creating emotion within the reader, me, and more importantly creating value before they led me into the price. While doing this, however, they mentioned the lady who created the design for the bag and her name was set up as a hyperlink, so guess what I did?? I clicked on it and it took me away from the sales pitch and to her profile and guess what happened? I started to read it and as I did I forgot all about the handbag and any emotion or excitement they had created had dissipated. They had set the stage for me to make a buying decision and snagged it right away from me and more importantly snagged the sale out from underneath themselves. And the sad thing is, it is happening everyday for this particular site and they have no way of no knowing because they cannot see the feedback or hear or see the client walk away. They simply disappear with the click of the mouse and they are none the wiser about the lost sale.
You need to treat your website and its sales components like you would treat a direct mail campaign; draw them in with an exciting statement or offer, establish credibility of who you are then hone in on the WIFM, what’s in it for me mentality for each product you sell, and then design the marketing verbiage around each and every one of your products to answer that question. I am not saying that you don’t want a nice looking site, but looking nice will not pay the bills and fatten your wallet, generating sales is all about appealing to your customers hot buttons then creating ad copy and offers that push them to a buying decision and that is with every piece of marketing you disseminate to the public. Remember, when making a sales pitch onwebsite, do NOT give them any reason to click elsewhere and for crying out loud, leave out hyperlinks in all your sales pitches unless it pushes them to a call to action.