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Quick Pitch for Internet Sales |
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Written by Matthew Stone
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Sunday, 28 February 2010 08:39 |
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Companies invest huge sums in attracting visitors to their web pages. Why would they then allow readers to drop off the page because of poorly organized content? Of course companies that invest in Search Engine Optimization as a way to attract internet viewers want to keep readers on their page as long as possible.
by MatthewStone
Companies invest huge sums in attracting visitors to their web pages. Why would they then allow readers to drop off the page because of poorly organized content? Of course companies that invest in Search Engine Optimization as a way to attract internet viewers want to keep readers on their page as long as possible.
A clear and articulate value statement regarding the company products and services must be delivered quickly. As with face to face sales relationships, the sales person generally only has a few seconds to convince a prospect to keep listening. The same principle holds for web page presentations. Fail to hold reader attention and the investment in gaining internet traffic is worthless.
Web pages and blogs operate by the same rules of attention. Unfortunately, the usual '30 second rule' frequently boils down to a single statement or couple of bullet points. Reader attention is often less than 30 seconds when viewing a web page, so the author must make that value statement in as brief a time as is humanly possible. Once that statement is made, the author must then continue to compete for reader attention. Accomplishing this requires careful organization.
Internet readers don't have to be nice or courteous when reading a web page. As no personal interaction exists, it is easy for a reader to click onto another page when distracted. The web page owner only has a few seconds then to provide value to the reader so that the reader will remain on his page. The internet constantly competes for your readers' attention, so your page must continually compete against the larger web world.
Achieving the #1 search result ranking on Google is worthless if the reader just clicks off the page and onto a competitor's site. Organizing the value statement around four key '30-second pitch' rules then centers on four elements:
Information Organization Description Tagging Value Statement Humor and Wit
Organization - Content should be organized around the value statement. A claim of value that the reader will remember is highly useful here. Using bullet points to present further details of value also work well. Some web authors wrestle with content organization - especially in condensing the message down to a few key statements and points. Clearly stating the value though, sets reader expectations for the value they will receive by staying on the page.
Tagging - The description tag appears in the search engine results that users see when making a decision which page to visit. Value has got to be stated very quickly in your description. Making a bold but logical claim frequently helps. Something like 'increase your sales by 30% in six weeks by.' is a good, bold statement that provides the user with an exact statement of value as well as an expectation that he/she will learn how do to that by visiting your page. Later in the text, though, you must validate that claim!
Value - Continually make the case that each reader can expect value from reading on. Provide quick examples of that value in each paragraph. What exactly is your page's value? Will the customer earn more revenue? Will he/she have more fun? Whatever it is... make it clear to the user that he/she needs to keep reading to learn more about all the benefits you intend to provide. When organizing your composition, think carefully about the different bits of value you provide customers. Then simply tell the reader about those benefits one statement at a time.
Humor and Wit - Disarming a prospect with wit and charm is an age-old sales tactic that can also be quite effective when used on a web page. Frequently though, use of humor is more effective when used farther down the page, when competing for continued reader attention becomes more difficult. Wit also helps in making the reader more comfortable in taking the 'action' that you need - such as in completing a 'contact-me' form or making a telephone call.
Companies selling on the internet can greatly reader attrition on their web pages by using principles of the '30 second pitch.' Besides, what good does it do to convince a reader to look at your page and then loose him/her because of poorly organized content?
About the Author:
SEO Consultants in Denver assists organizations grow by improving sales and by generating income on the internet. Providing Low Cost SEO in Denver and Colorado, the organization offers no-cost consultations and estimates. |
