Today, you are undoubtedly proud to have a site but perhaps you are disappointed that it does not allow you to get enough contacts and/or customers?

To make your speech more convincing, you suspect that there are ways to remedy this but you certainly wonder if they are accessible to you?

Perhaps you are wondering what you can do when no one in-house has copywriting skills or when your budget does not allow you to use an external service provider?

If you find yourself in this situation, you are not alone, as this is the case for the majority of companies (all scales combined). On the other hand, what you most certainly need is simply a Marketing Editorial Plan that you only have to have in your hands to copy it. A method to follow that will allow you to write your pages in a way that will make them more convincing.

Imagine being able to multiply by 2, 3, maybe 7 the number of contacts you get through your site simply by following this method step by step.

Contacts in 4 points? Yes you can!

If you really want to capture the attention of a potential customer, it’s very simple, you need to talk to him about what interests him. Immediately, right from the start.

And, what do you think it is ? Before I tell you what it is, I’ll tell you what it isn’t. His attention will be little or not at all captured by the history of your company, the potential successes you may have had, the reasons why you’re inescapable. Well, that’s not the case at first.

Instead of doing what most companies do, try instead to talk about the customer to the customer. By talking directly to them about their problems, needs, history, etc., this is where you will really engage them and pique their interest.

Why not explain and show them that you understand them?

At that moment, he knows that he will most certainly find what he is looking for in you. He’s in the right place. Now is a good time for you to explain your story and why you are indispensable. But never do it before, it’s a big mistake that makes you miss your potential!

You don’t ask someone to do something off the top of their head. In order to get your Internet user to do what you want, for example to contact you, you have to proceed step by step. Here are four of them:

1- Immediately, he must read or hear the exchange he has with himself in his head. That is to say, you must know his desire, his problem, his need etc; and express it to him. If possible even better than he explains it to himself.

2- Secondly, show him that you understand his situation very well. To do this, simply list all the false solutions that he has most certainly already tried and failed.

3- If your status lends itself to it, you can share your own experience by expressing the fact that you yourself have already been through it. Or, if you’re a company, just say that the vast majority of them have. Both must be true of course. And statistics are welcome to support your speech.

4- And finally, you present your product/service. At this point, thanks to the above, your offer is highlighted and above all you no longer appear as a salesman but as a company or an entrepreneur who has understood his client and his case.

The key to be sure to be convincing

The most powerful engine in any decision is emotion. So what you should try to do is to emotionally touch your future client. Also, behind every decision we make every day, there is always a motivation behind it. And this motivation is either positive or negative.

Positive motivations are those that are aimed at achieving something positive. For example, putting money aside every month to buy the car you want or the trip you’ve been dreaming of for a long time.

On the contrary, negative motivations are those with the desire to discard something negative. It is often the fear of losing something you already have. Insurance works exclusively on this, fire insurance, car insurance, mobile and computer insurance etc.

Do you think that one or the other is more effective in inciting and pushing people into action? And if so, which one do you think it is?

I’ll leave you to think for a moment.

The answer is yes, there is one of the two that pushes people into action much more easily. And this one is the negative motivation.

• In the first one, you learn that an unscrupulous employee of your bank has embezzled money, that your account has been hit and that you lost $35,000 in the process?
• In the second one, you are given a complicated method that requires some effort but where you are absolutely sure to earn $35,000 (a treasure card for example)?

The answer is most certainly the 1st case.

How to apply this principle to your site?

The starting point is the principle stated above. From it, you need to take a moment to think about it. The objective of the operation will then be to:

• Define and determine something that your customers own and don’t want to lose;
• Then to show them why and how they can risk losing that something;
• And finally, sell them your solution to avoid that loss.

By simply following this, you are then assured of persuading and convincing your future customer.

I propose a little exercise. The objective is simply to get a better understanding of your audience, i.e. your customers. Sit quietly at a table and take some time to think about the following points.

1st step
For each of the following questions, list 3 to 5 points :

1- What are your clients afraid or anxious about?

2- Are they envious and/or jealous? What are they jealous of? Of whom?

3- Can they be angry? What are they angry at? Against whom?

4- Are they frustrated about something? The right question is whether they are supposed to have something but don’t have at the moment.

5- Are there real or imagined threats?

Step 2
The second step is simple. You just need to keep only the most relevant points.

What you are selling should never be a price.

The mistake you should not make when announcing your prize is to present it simply as a prize.

On the contrary, here too, you must be doubly resourceful. It is an additional opportunity to further increase the value of what you are offering.

Implicitly, you will make your future client understand that it will cost him nothing. And the objective will be to make the return on investment they will get concrete.

There are 6 ways to achieve this. You will then have to identify the most relevant one for you. It is also possible to combine two of them.

Selling money

It’s pretty clear, actually. Here, it is the return on investment that must be built upon. Demonstrate and explain the financial return that your product or service will bring to the customer. How much your customer will get back in X days by buying it.

When a time frame is specified, it makes your product or service more concrete. It is therefore very advisable for a service that is not very tangible such as a training course for example.

Selling time

In this particular case, the time saved by your offer is left to you. It is therefore the same logic as before, but you are talking about time saved or time that you allow not to be lost.

The goal is that the customer realizes that he can certainly do it on his own but, be careful, that it will require him to sacrifice a certain number of months or years. Your offer is then quite appropriate because what you are proposing is simply a shortcut of X months, years of tests, research, learning, studies or whatever you want.

Sell what will happen if the customer does not act.

You are simply letting the customer know what will certainly happen to him if he does not decide to take action; if he does not decide to buy your product or service.

And what is interesting to know is that it is the short-term consequences that work best to persuade. Say the same thing about the harmful effects of tobacco to a 16-year-old teenager and then to a 65-year-old. You are more likely to convince the second person than the first.

Split the fare

This method is ideal when your offer is made up of several elements. It is thus possible to present your price, not globally, but to indicate how much each element costs. For example, if you sell something for $150 consisting of 10 components, present the price as $15 per component. This is the same principle as showing a price in monthly payments.

It’s been proven that the brain in these cases retains the price of each $15 item here or there with a $37 monthly payment rather than the price as a whole. The tariff brake is often reduced by simply rewriting the tariff.

Competing with alternatives

This is not always possible but if you can, it is very interesting to put your product or service next to its alternatives that give similar results but cost more. Not always possible but the impact is huge when it is.

Online trainings are a clear example. It is very easy to compare them to lectures, coaching, seminars or private lessons etc.

Explain that the value is greater than the price

Here, the goal is to show how what you offer represents much more value to the customer compared to the financial counterpart. However, you absolutely need a valid reason to support the comparison.

In the case of a new product, the reason may be the launch at a preferential rate for a limited time and a limited number of customers.

In the case of online training, the product does not incur any special costs. This makes it possible to offer it to as many people as possible at an affordable price.

It’s up to you

You have everything in your hands to make your website much more convincing than it ever was.