Use Your Website Content
To Pre-Sell Yourself
Use your website content to warm up prospective clients and qualify yourself as competent and trustworthy.Typical Web Content
You would never know it by looking at a typical website, but web content is more than just filler around pictures and fancy graphics.
Your site
content represents an ideal vehicle for you to educate visitors about
what
distinguishes you from the
competition and promoting the benefits
that clients enjoy from the services that you deliver. Your website content also offers the opportunity to pre-sell yourself...or qualify yourself as some one who can...and does...help clients.
Effective pre-selling is all about attracting your target group and delivering valuable, relevant content
For people who do not know you, your website content introduces you and establishes your credentials.
For people who do know you...family, friends, clients and social or business contacts...your content is a reliable resource that can help them make referrals to you.
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Attracting Your Target Group
Despite the best marketing and promotional activities there will always be prospective clients who have never heard of you.Similarly, there will be many people who although they may recognize your name, see you as one of many real estate agents...indistinguishable from all the others.
One
of the best ways of attracting the attention of your target
group...and also distinguishing yourself from the
competition is to
showcase your expertise on your website.
With your website content showcasing your expertise...and the great service that you deliver to clients, the rest of your marketing communications play supporting roles.
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These roles include:
- Increasing prospects' awareness of you
Virtually
all elements of your marketing
communications can help increase your
profile in your target market.
- Increasing your credibility
The
best way to achieve this outcome is to to highlight your credentials
and qualifications, clearly and concisely.
The best tools for this purpose are brochures and newsletters.
The best tools for this purpose are brochures and newsletters.
- whetting prospects' appetites for more information about the benefits you promise
Like
an an appetizer whets the appetite for the meal to follow...good
marketing whets prospects' appetites for the great client service to
follow.
Once again, brochures and newsletters are the best way to whet prospects' appetites.
Once again, brochures and newsletters are the best way to whet prospects' appetites.
- driving traffic to your website.
Each
and every marketing item...business cards, advertising and advertising
specialties to brochures and newsletters...should include your website
address.
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Valuable & Relevant Content
The
best and most effective website content is
client-focused...it's all about satisfying your clients. This means content that offers true value to your clients.
Great content also contains information that meets clients' needs and wants...exceeds their expectations...and confirms your competence and trustworthiness.
On the other hand the worst and least effective website content is me-focused...all about the site owners and how great they think they are.
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Instead of offering value to clients, this content is shameless self-promotion at best... and empty sales puffery at worst.
As a marketing-oriented business writer, it seems to me that in preparing content for their websites, most site owners make one...or both...of two fundamental mistakes.
1. They
Do Not Write The Way They Speak
In conversation, most people pause for breath, to think, and to allow others the opportunity to speak or think about what is being said.
However for many people once they start writing they don't pause until they reach the end producing long sentences in ever longer paragraphs in one very large almost incomprehensible string of words.
2. They Totally Ignore The Person To Whom They Are Speaking
In most situations, people in conversation with others engage with others at some level...if only to monitor responses.
When writing, these same people frequently ignore their readers' interests and prepare content that reflects themselves and their own interests...oblivious of what might or might not satisfy their readers.
What is truly unfortunate about these fundamental mistakes is that both are so easily preventable.
In conversation, most people pause for breath, to think, and to allow others the opportunity to speak or think about what is being said.
However for many people once they start writing they don't pause until they reach the end producing long sentences in ever longer paragraphs in one very large almost incomprehensible string of words.
2. They Totally Ignore The Person To Whom They Are Speaking
In most situations, people in conversation with others engage with others at some level...if only to monitor responses.
When writing, these same people frequently ignore their readers' interests and prepare content that reflects themselves and their own interests...oblivious of what might or might not satisfy their readers.
What is truly unfortunate about these fundamental mistakes is that both are so easily preventable.
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How To Prepare Effective Content For Your Website
It is not all that difficult to prepare really good website content.The key is write well about what you know and love.
You already know what you know and love...looking after clients.
And the best way to write well is to follow the tips and suggestions contained in Make Your Content PREsell!
In the briefest of introductions, this down-loadable e-book is the best resource about writing effective web content that I have ever seen...or heard about.
Anyone with average IQ and some degree of motivation...and since you have read this far, you qualify...can write effective content for his or her own website.
If you want web content that is as good at its job as you are at yours, download and use this book it is crucial for the success of your website.
As good as content of the book is, there is something else that is great about the e-book: thanks to SiteSell.com, its publisher, the e-book is now totally free, with no strings attached.
The most effective way to pre-sell yourself is to use the tips and suggestions in Make Your Content PREsell!
Check out Make Your Content PREsell! now...then download it...and use it.
If you would like some help getting started with your content, my new BestContent Page Builder system might be a good solution for you.
This system will guide you through the process of gathering the information that visitors look for on your web page.
I will then coach you through preparing the best content to turn these site visitors into good prospects.
With this system you will enjoy exclusive benefits and a genuine competitive advantage in your market.
To learn more about the new risk-free way of preparing visitor-pleasing content for your website, click here.
All you have to lose is ineffective web content.
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