I’m really honoured to bring you this guest post from award winning author Jacky Fitt. Jacky and I met at the beginning of the year at an Institute Of Leadership and Management “Exceptional Trainer” event. I asked her to share her ideas on “online communication and engagement”. Here are her thoughts…
Website: String4You Ltd sells pink string.
Searcher: Great, I need pink string …
Website: String4You was established in 1984.
Searcher: Is your pink string sold in balls?
Website: The dedicated team at String4You are passionate about string.
Searcher: Really, is that all they have in their lives? I don’t actually feel anyone in the team is talking to me personally and I really need to know if your string is delivered next day.
Website: The string is manufactured in West Wittering.
Searcher: Yeah, yeah, whatever, is it rough or smooth because that worries me, oh, and can you colour match? I have a particular pink in mind…
Website: String4You – the gardeners’ friend!
Searcher: Wow, that’s old, we’re all knitting with it – when was this site last updated? And, by the way, I’m not a gardener…
Website: Buy our string!
Website: Enjoy String4You’s easy pay plan!
When you talk to your customers through your website it’s an intimate conversation.
Your reader is right there in front of you.
You have their attention.
But, not for long… On average if a website visitor doesn’t find what they want they will leave a web page within 10-20 seconds. Not long is it?
Don’t tell them what you think they want to know.
If you don’t know what’s important to them you don’t know them well enough and any conversation is going to be a short one.
Before you write your copy, make sure you know your customers. What kind of people are they? What kind of things do they like to do and what keeps them up at night.
Your home page needs to talk directly to them, one human being to another. The copy should reassure them that they are in the right place. It should attract and keep their interest, enough for them to delve further into the site.
Only then will you start a meaningful relationship that will profit you both.
How well do you know your customer?...
Jacky Fitt is an award-winning author, editor and copywriter, her book ‘How to Get Inside Someone’s Mind and Stay There’ won the 2015 Small Business Book Community Choice Award for marketing. Jacky is Co director of The Big Ideas Collective creative agency and publishing imprint the Big Ideas Library.