I'm here at your web site. Now what do you want me to do?
Left to my own devices, I'll click around aimlessly. Maybe I'll
read your articles and tips. Maybe I'll take a look at your
About page to find out who you are. Then, in about three minutes
when I become bored, I'll hit the Search button on my browser
and off I'll go.
Is that what you wanted me to do?
If you're in business, you were probably hoping that I would do
something that fosters your business interests. If you are
selling low-cost items that people purchase on impulse, perhaps
you wanted me to buy something. If you are selling higher priced
items or services that people usually research before buying,
perhaps you wanted me to email you for more information. Perhaps
you were hoping that I would sign up for your newsletter or fill
out a form. If you are selling memberships in a club or service,
maybe you wanted me to join your club and become a member.
It's not likely I'll do any of those things unless you guide me
Your first step is to decide for yourself what it is that you
most want me to do. Dr. Ken Evoy, of Make Your Site Sell fame,
calls this your Most Wanted Response (MWR).
So you decide. Let's say that you want me to apply for
membership in your club or service. You are also selling
products on your web site, and you are encouraging people to
sign up to your email newsletter. But above all else, you want
me to sign up for membership.
Now if I came to your site for the express purpose of taking out
a membership, I will probably do just that. You will have to do
something awful to make me change my mind at that point.
But if I am a tire kicker, or curious but not committed, or
shopping around for the best deals, you will have to influence
Here's how it works. As soon as I click through to your site,
impress me with a headline and some copy that will clearly show
me that you are offering memberships and that I will realize
benefits by joining. Make it plain that membership will remove
pain or produce gain. (You do know the difference between
features and benefits, don't you?)
Now, take me, step- by -step, through every possible advantage
that I will receive by joining. Show me some testimonials from
satisfied members. Work a couple of these into your copy. Sure,
it's fine to have a special testimonials page, but including
brief testimonials in your regular copy is more effective and
more likely to be read. And of course, they will be genuine and
not contrived, right?
Every few paragraphs, include a direct link to your Membership
Form. After all, once I'm ready to join, don't let me lose the
impulse by leading me through more information than I want at
When you've made all of your points, close the sale. Ask me to
join. You can do this subtly by "transferring ownership." For
example, you can begin referring to "my membership" instead of
"a membership." You could say, "Click here to activate your
membership," for example.
Sure, you can have links to your "Less Wanted Responses." Let's
say your "Less Wanted Responses" include buying a product or
signing up to your newsletter. Put those links off to the side
where they are visible, but don't give them the same weight or
same importance and your MWR -- taking out a membership.
Design your site this way, and you are certain to see a generous
increase in your MWR. Publishing an ezine or newsletter? The
same thing applies. Decide on your MWR and guide your
subscribers to it.
About the author:
June Campbell, "How-to" Booklets, Guides, Templates, & eBooks
-Business proposals -Business plans, -Joint Venture Contracts...
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