While I was at the mall the other day I was approached by a salesman who was hovering around a kiosk. “Have you heard of this?” the salesman said in a Spanish accent, as he held up a blue wristband.
I do enjoy seeing a good salesman in action, though I prefer not to be the target. Replaying the situation afterwards, I realized that his business tactics translated well to the landing page design, here’s how.
1. The Personal Touch
The salesman shook my hand, we exchanged names, and he asked me some questions. The questions were about my work, family life and health and were all part of the process of building trust and to personalize his sales pitch to me.
Personalization is essential in strengthening the bond between a company and its visitors. The more we, as marketers and designers, can understand about our visitors, the better we can either solve their pain or help them to be more effective in their daily lives. 1
First impressions are as important on the web as they are in person. To make visitors to your landing pages feel welcome, try customizing the copy on your landing pages by ensuring you tailor your pages to specific market segments and internet marketing channels that are right for your business 2.
2. Focus on Benefits, Not Features
The benefits of the wristband are increased energy levels, improved sleep quality and memory retention and much more! Feature-wise, the wristband is just a piece of rubber with a little sticker on it. The sticker supposedly reduces the number of negative ions from your body, providing you with all of those amazing benefits. However, it was clear to me that the wristband wasn’t important, it was the benefits.
Understand why your people want your product or service and create content around that. Your website visitors want to know how you are going to help them, so let them know up-front, and be honest. Here are some examples to help clarify:
– People want to impress family and friends, not buy cook books.
– People want to look great and feel confident, not buy a gym membership.
– People want to share their life with their family and friends, not sign up for another social network.
3. Get the Product on Your Customer
“Forget the price for a moment and put this on.”
Salespeople want to get you to wear their product because they need to do whatever they can to capture your attention. In the classic AIDA model the following events commonly take place in effective sales or marketing interactions:
A – An ad, person or object gets your attention.
I – Your interest builds as you learn the benefits of their product or service.
D – You develop a desire for the product and believe it will fulfill a need you have.
A – Finally, you take action and make the purchase.
It’s a well-known trick in sales that if you can get your product in your customers’ hands you’ll be more likely to make the sale. In the online world, this can be seen in the form of companies offering free 30-day trials of their services or giving access some of their site content without requiring any payment.
4. Validate Your Claims
By chance or as part of an act, a past customer interrupted the sales conversation and exclaimed that the wristband has made him feel more calm and confident and that he loves it.
Providing testimonials and names of trusted partners gives visitors social proof that you are trustworthy. You can increase the impact of these by making including photos, or logos and names of the people and companies. One thing to avoid with testimonials however are comments sounding too plain or robotic like, “I love this!”, or “This product changed my life!” as they do not provide any real insight into what benefit you provided to the customer and they won’t be convincing. Instead lean more towards something like, “X has saved me so much time doing Y that I can’t live without it.”
5. Answer Common Objections
When we did finally get around to the question of price I opened up about my objections.
(a) Value – “I don’t think it’s worth this much.”
Salesman: “You can’t put a price on good health!”
Highlighting benefits is very important but you also need to explain clearly what the customer is paying for. If you are selling a hand-made, limited run, made-in-Canada miniature totem poles, or an ebook on mastering Blackjack including a 1-hour online session of training with the author, be sure to clearly explain what it is you are selling and emphasize what makes it unique.
(b) Trust – “This seems too good to be true.”
Salesman: “It’s hard to believe, but you heard that happy customer – it is THAT good!”
It’s best to avoid using superlatives like ‘best’ and ‘most’ or inflated claims in your writing; instead explain what makes you unique using words and experiences that your visitors can relate to.
Peep Laja of ConversionXL suggests these 3 formulas for headlines: 3
(1) Say what it is, (2) Say what you get, (3) Say what you can do with it.
Another way to come across as more trustable and credible is to provide testimonials with photos, logos of trusted partners, and credentials of your team. These sections will show that you have an existing network of connections and will support that what you are saying is true.
(c) Motivation – “I don’t need it.”
Salesman: “Surely, you must want to get rid of that back pain!”
The best way to deal with this objection is to identify a common action your visitors usually take in their personal or professional lives that you can eliminate or make them more effective at with your product or service. If you are providing a service converting designs made in Photoshop to WordPress templates then your value is that you are eliminating the time and effort it takes to develop the website themselves. For the mall kiosk salesman he claimed he could cure back pain, and do many more things so I couldn’t honestly say I was fine the way I was.
Note: If you can’t answer objections in your website copy smoothly then include a Frequently Asked Questions area and do it there.
The salesman sold me on the great benefits of the wristband and my curiosity got the better of me. I intended to stop for a second hoping I could get some information and brush him off quickly. Well, that didn’t work so well, but at least I learned a few things!
1) Have a personal touch. Get to know your customers and customize the experience for them based on their market segment or the marketing channel they came from.
2) Focus on the benefits. Understand why your customers want your product or service.
3) Get the product on the customer by reducing the risks involved to try you out.
4) Who can validate your claims? Share the experiences others have had with you.
5) Answer common objections your visitors may have about your product or service.