When you are being sold to, what goes through your mind? For me, it starts with interesting questions to ask, right through to what I’m having for dinner that night. The problem with selling zero people is that you eventually lose them (every salesman loses their prospect at some point in a pitch – even the great ones), and have to get them back. Whether you are aware of this shift or not, it is there, and fortunately can be avoided. There’s one technique you need to learn for that, and it’s called “conversation”.
I had a quick meeting with a sales guy today on Skype. His pitch was pretty good at first, and I bought into his laid back attitude – but then he hit me with some pre written scripts he’d copy and pasted. This immediately lost any rapport he’d built up, and it got me thinking. What if my visitors thought the stuff I had on my sales sites were just copy & paste fluff? What if webmasters all over the world were getting sales lost because the content looked this way?
I’m sure if you look at your sales or money sites, you will read them from a webmaster’s point of view. Good flow and great prose, leading into a link or two. But what if you were a neutral visitor? Would you be interested in the prose or the flow of the article, as it led you to the all important blue underlined link? No, of course not. You want to be spoken to like you are the only visitor who ever hit that page, and feel like the webmaster or owner of the site is actually talking directly to you, addressing the questions you have got in your head before you even hit the page, and you also want to be made to feel special.
You can combat the “salesman” effect by simply changing your content so it reads more like an email or a personal letter than a website. The more sites I see like this, the more I realize that the internet is changing for the better.