Read the following excerpt from my book ‘The NZ Small Business Superhero’s Marketing Handbook’ and find out how to convert visitors into customers…
You can compare the concerns, questions and objections in the mind of the prospect to luggage going around the baggage pick-up conveyor belt at the airport – a concept outlined in The Brain Audit by Sean d’Souza, (mentioned on the previous page). Your content needs to help your prospect remove all their baggage from their mind’s conveyor belt. If you don’t, the questions and objections will just keep going around and around in her head, blocking her from progressing to the next stage of her buying process.
As far as questions are concerned, take the example of buying a spa pool. Apart from the obvious considerations of price and features, here are some of the questions that a potential buyer may have in mind when perusing spa pool sites:
- What are the ongoing electrical costs?
- What are the ongoing consumable costs?
- How easy is it to maintain?
- What if it breaks down?
- What guarantees does it come with?
- How many have you sold?
- Can you put me in contact with previous customers?
- What payment plans are available?
- What is its resale value if we stop using it?
One of the main purposes of the website content is to answer all the questions that visitors have before they will be ready to make an enquiry, or take an action that brings them further into the buying process.
An unanswered question, or unresolved objection will stop the prospect’s progress through the buying process in its tracks.
Addressing objections upfront is the best strategy.
Deal with any potential negative issues, effectively removing that “bag” from the “conveyor belt”, and allowing your prospect to move closer towards making a purchase or an enquiry.
Your visitor asked and you answered. That’s how to convert visitors into customers.
To read more, you can purchase my book ‘The NZ Small Business Superhero’s Internet Marketing Handbook’ by clicking here.
