Focusing on the benefits of your products and services
Posted on May 7, 2008
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Everybody searching for a product or service online has a basic idea of the value they intend to get from that product or service. In other words if I’m looking to buy real estate I’m looking for a site that gives me information on where I can get the best property to buy. If I’m looking for a particular music cd then I want a website that offers that cd for sale, will offer me a download service or can somehow get the cd to me.
Speaking in basic conversational terms a benefit is the actual value that my product or service offers my client or customer, its the customers sub-conscious evaluation of all the work and effort you’ve put into that product or service . Sometimes online businesses get carried away trying to describe special features to prospective clients , they forget that the clients are there, primarily because of the not-so-special features that offer them foreseeable benefits. If its an online retail shop, the fact that you now accept credit cards should not be the first and only information a visitor gets when they come to your home page. Give the obvious things you do - product search, popular products, discounts etc - a prominent place, that way your visitors don’t get carried away. Your goal is to make a sale, whether through a credit card payment or by any other means. Your excitement is understandable but it may not translate into needed customers if you misuse it.
Obviously where you believe that you have a special feature that adds value to your product feel free to sell it ( and what better place than your web site ). Just make sure that it is not at the expense of the more obvious benefits a prospective client will be looking for. Sometimes it may be better to create a special page linking from the original product or service page , to describe in detail this new feature. Anyone who comes to this special-features page is interested in the information that you have to offer and will be more likely to go through this page. Either way such a client would have already seen your product page and by getting to this page has already shown some unconscious level of commitment to purchasing your product or service, its almost like some cyber analogy of closing in on the catch.
How have you set up your web site , what have your experiences been, and whats your view
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