What’s gonna make people buy from you?
That’s a tough question to answer. It involves a lot of factors, layered into the mix that comes out as your website. But there’s one really critical factor:
Some might say it’s the products. If you don’t have what your visitors are needing or wanting, they won’t buy from you. It’s true that products are very important. Still, that’s not the most critical factor.
Some might say it’s the content on your site. They’ll come to your site for the info, and stay to shop. That’s what makes your site “sticky”. That’s very important, because it’s also what brings the best search engine rankings. But content isn’t the most critical factor in the buying decision.
At times, I, myself, have said that it’s the experience that surrounds the products. If you create an experience or an association with an experience then people will stay and buy. For example, if you’re selling tents, sleeping bags, and lanterns, the experience these products bring is the enjoyment of the outdoors. If you focus on the experience, you give people a reason to want to own the products. Very important. But still not the most critical
To discover the most critical factor in buying, you have to dive even deeper into your customer. You must go past their mind and into their heart.
I’ve heard it said many times, and in many ways, that people generally will buy something based on their emotions, and then they’ll rationalize that purchase intellectually. I might tell you that the reason I chose this car is that it has a great safety rating, or it gets good mileage on the highway, but the real reason is that I look really cool in the driver’s seat!
So, you want to make your website appeal to the emotions that surround the experience that surrounds your products. Maybe it’s the sense of freedom that comes from breathing the fresh mountain air. Or the adrenaline that pumps my heart when I corner in my new car. When you focus the writing of your website about these emotions, and then follow up with logical facts and product features to support them, then you’ve got the one-two punch that will knock down the sale.
1. Get the thought process down
Start with your products in mind. Think them through the process. First, what’s the experience associated with the products? Then, what are the emotions that accompany the experiences? A good car brings excitement. Camping gear brings a connection with nature and tranquility.
Memories are good emotional triggers, and anything that connects a product to a person’s children is going to bring up emotions. Of course, you’d want to make sure that you’re using that strategy on a product that’s appropriate for a family…
2. Include all the senses
As you’re writing about the emotions a product brings, make sure to include as many senses. In the camping site, mention the stunning view, the sound of the birds in the trees, the smell of the fresh air, and the taste of the marshmallows on the fire! These senses are emotional and mnemonic triggers, and will enhance the connection people feel to your products.
3. Include the facts, but last
I do want to know what a product is and what it can do, but only after I’ve caught the excitement or the tranquility, or the love, or the whatever… Give me the details, the features of the product after I’ve already decided I want it.
4. Editing is critical!
Lastly, go back and revise the words you’ve written so that there are no spelling or grammatical errors. Work in a few more of those all-important search terms.
These suggestions will help you create a website that will not only draw people in, but make them want to buy your stuff as quickly as they can whip out their credit cards! Catch their emotions and you catch their desires and ultimately, their purchases.
Tuesday, December 13, 2005
Tuesday, December 06, 2005
The 90% Rule
A long time ago, I was attending our local community college (I won’t tell how long ago…), and I got a scholarship for a couple of semesters so that I could play in the pep/jazz band. It was just getting started, and the band director had been authorized to offer a number of these waivers.
As I was auditioning for the part (more of an interview, really) of bass/guitar player, the new band director revealed something to me that has been one of my “words to live by” ever since. I now call it “The 90% Rule”
Here it is: “90% of life is showing up.”
That’s the short version. The long version is: “Most of the success in your life will come from being where you need to be, ready to do what you need to do.”
When he and I were talking about it, he said, “I’d rather have a band filled with 20 mediocre musicians that I could count on, than 20 amazing players that were flakes.” And the reason became clear to me more and more as I saw both reliable and flaky players interact in that band. Those that were there, consistently, rehearsing and working, got better. It was obviously a slow process, but it happened. Those that weren’t regular didn’t stay with the band. It was the ones that “showed up” that formed the core of the group and that made the band sound good.
That rule has manifested itself in my non-musical life over and over again.
No matter how good I might have been at a job, how long do you think I’d keep that job if I was constantly late or even didn’t show up? What if, as a mentor, I kept missing my sessions? Do you think people would be willing to keep paying me if I’m not there to help them?
A long time ago, in the workaholic ‘80s, there were a lot of people saying that it was OK if you don’t spend much time with your kids, if the time you spend is “quality time”. But if you don’t ever spend any time, if you never “show up” for your kids, what kind of quality can that time be?
How can I expect to build any personal spirituality, any “connection with the divine”, if I never go to church, read my scriptures, or even set myself to meditate or pray?
How many people want to create a business, perhaps online, and might even sink a lot of money into a startup situation, but then never actually create the website. Life is hectic, and it gets in the way, that’s true. But if you want a website to be built, you have to “show up” in front of your computer and be ready to do the work. If you want that website promoted, you have to “show up” on the web and make the connections. You have to submit to the search engines, set up the links, be visible on the forums.
Here are some ways to set yourself up to succeed by simply “showing up” ready to work:
1. Set a time to work
Knowing what time during the day you’re going to do your work can help you “show up” regularly. It doesn’t even have to be the same time every day, though that can help. I find it’s more effective to spend a little time each day, rather than waiting for a large chunk of available time to appear.
2. Set a plan for what to work on
Know what needs your attention most. Be aware of the tasks that are important and the ones that are the most urgent. Balance the two. Don’t ignore the important because the urgent is screaming louder in your ear.
3. Sit down and refocus
Knowing when to work and what needs to be done is pointless if you never sit down to do it. Remember, “90% is showing up”.
Sometimes, when I “show up” to work on my website, I have to take a minute to remember where it stands and where I left off. Sometimes I have to take a look at things, like my site, or my notes, to refresh myself and know where to jump to next.
4. Get past the distractions.
There are always distractions. My kids are wired directly into our home computer network. I think they’ve got wireless cards in their brains. Why? Because it doesn’t matter what they’re involved in or what room they’re in, as soon as I sit down at my computer and boot up, they come climbing into my lap and want to launch the pinball game!
The phone rings, an IM window pops up. A million things can tear you away from what you need to be doing. They want you to “show up” to their issues, not the one at hand. It’s important to know how to get past these distractions and stay with your business.
But sometimes, when I’m working long, a distraction can be good. If I handle it right, it can clear my mind and allow me to come back to my work refreshed. Occasionally, it’s good to play pinball with your sons on your lap. You have to “show up” in their lives, too. But let them know you also have work to do, and you need to get back to it.
And some days, when you’re feeling overwhelmed with so much to do in your life, and you just want to stay in bed and cover your head up with the blanket, remember: “90% of life is just SHOWING UP!”
As I was auditioning for the part (more of an interview, really) of bass/guitar player, the new band director revealed something to me that has been one of my “words to live by” ever since. I now call it “The 90% Rule”
Here it is: “90% of life is showing up.”
That’s the short version. The long version is: “Most of the success in your life will come from being where you need to be, ready to do what you need to do.”
When he and I were talking about it, he said, “I’d rather have a band filled with 20 mediocre musicians that I could count on, than 20 amazing players that were flakes.” And the reason became clear to me more and more as I saw both reliable and flaky players interact in that band. Those that were there, consistently, rehearsing and working, got better. It was obviously a slow process, but it happened. Those that weren’t regular didn’t stay with the band. It was the ones that “showed up” that formed the core of the group and that made the band sound good.
That rule has manifested itself in my non-musical life over and over again.
No matter how good I might have been at a job, how long do you think I’d keep that job if I was constantly late or even didn’t show up? What if, as a mentor, I kept missing my sessions? Do you think people would be willing to keep paying me if I’m not there to help them?
A long time ago, in the workaholic ‘80s, there were a lot of people saying that it was OK if you don’t spend much time with your kids, if the time you spend is “quality time”. But if you don’t ever spend any time, if you never “show up” for your kids, what kind of quality can that time be?
How can I expect to build any personal spirituality, any “connection with the divine”, if I never go to church, read my scriptures, or even set myself to meditate or pray?
How many people want to create a business, perhaps online, and might even sink a lot of money into a startup situation, but then never actually create the website. Life is hectic, and it gets in the way, that’s true. But if you want a website to be built, you have to “show up” in front of your computer and be ready to do the work. If you want that website promoted, you have to “show up” on the web and make the connections. You have to submit to the search engines, set up the links, be visible on the forums.
Here are some ways to set yourself up to succeed by simply “showing up” ready to work:
1. Set a time to work
Knowing what time during the day you’re going to do your work can help you “show up” regularly. It doesn’t even have to be the same time every day, though that can help. I find it’s more effective to spend a little time each day, rather than waiting for a large chunk of available time to appear.
2. Set a plan for what to work on
Know what needs your attention most. Be aware of the tasks that are important and the ones that are the most urgent. Balance the two. Don’t ignore the important because the urgent is screaming louder in your ear.
3. Sit down and refocus
Knowing when to work and what needs to be done is pointless if you never sit down to do it. Remember, “90% is showing up”.
Sometimes, when I “show up” to work on my website, I have to take a minute to remember where it stands and where I left off. Sometimes I have to take a look at things, like my site, or my notes, to refresh myself and know where to jump to next.
4. Get past the distractions.
There are always distractions. My kids are wired directly into our home computer network. I think they’ve got wireless cards in their brains. Why? Because it doesn’t matter what they’re involved in or what room they’re in, as soon as I sit down at my computer and boot up, they come climbing into my lap and want to launch the pinball game!
The phone rings, an IM window pops up. A million things can tear you away from what you need to be doing. They want you to “show up” to their issues, not the one at hand. It’s important to know how to get past these distractions and stay with your business.
But sometimes, when I’m working long, a distraction can be good. If I handle it right, it can clear my mind and allow me to come back to my work refreshed. Occasionally, it’s good to play pinball with your sons on your lap. You have to “show up” in their lives, too. But let them know you also have work to do, and you need to get back to it.
And some days, when you’re feeling overwhelmed with so much to do in your life, and you just want to stay in bed and cover your head up with the blanket, remember: “90% of life is just SHOWING UP!”
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