Once they find your page how do you get them to take action?
 by Stephen Mahaney

Once they find your page how do you get them to take action?

In this month's issue I will address the most common marketing mistake people are making on the Internet...

However, before I can do so I must point out the question that every customer wants answered before they will decide to do business with you or your company -- and that question is...

"What's in it for me?"

Customers (bless them all) are a selfish lot. They want to know why they should do business with you instead of one of your competitors. What is unique about your offer..., how will you deliver on your promises and how good is your guarantee? (...you DO have a guarantee, don't you?)

In essense, they want to know what is your Unique Selling Proposition (USP). That compelling reason why your product or service will solve their problem and why your offer is better than any of your competitors'.

The common mistake that most companies are making on the internet these days is they fail to address this issue from the start. Instead, they force the customer to wait for unnecessary, slow loading graphics that gloriously illustrate the company's logo followed by some obscure mission statement that sounds more like rhetoric than benefit.

Maybe I shouldn't tell you this, but your customer doesn't care. He or she wants to know what's in it for them. And, if you make them wait too long before you tell them they "click" away to another site.

Of course there are exceptions... especially if your site's primary focus is entertainment. However, if your are looking for a direct response... a purchase or a phone call, it will seldom happen if the customer cannot quickly determine what it is you have to offer and your reason(s) why they should buy it... from you -...


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