The Two Most Common Website Content Mistakes Businesses Make
“You talkin’ to me?”
“You talkin’ to me?”
~Robert de Niro, Rocky and Bullwinkle
Unfortunately, many DIY small business marketers leave prospective clients asking the same. And if they have to wonder if you’re talkin’ to them, they’ll be hitting their Back buttons faster than you can spin your chair to say “Yes!.”
But of course we are talking to them!
While you throw up your hands and start listing reasons they should have seen what you were trying to tell, sell or show them, you should be asking why they didn’t see what, to you, seems obvious.
Let me explain with a schoolroom illustration.
After a few dicey emails with my son’s sociology teacher, we met face-to-face to discuss why he wasn’t doing well in her class. She told me he wasn’t alone. The kids didn’t care. Wouldn’t do what she assigned. Didn’t even get it after she explained it.
My response? If 28 out of 35 students aren’t responding, perhaps we should step back and consider that this might not be a receiving issue but rather, a problem with delivery.
The teacher knew what she meant to teach. And she was teaching how she knew to teach. But she wasn’t getting results.
Business owners make the same mistake. They know what they want to say. They say it how they know to say it. But nobody’s responding. Why?
Because you aren’t telling them who you are talkin’ to.
Talking to an undefined audience is like grabbing a microphone during the Super Bowl to assure the entire stadium your product or service will help them. In reality, your market base might occupy fewer than 15% of the stadium chairs. And your most wanted, most valuable prospects number around 25--on a good day.
Do you think those 25 really heard you? Did you give the impression you really wanted to talk to them, in particular? Did you take the time to find them amidst the masses?
You might think that since you captured them within the vast stadium net, you should have their attention, with a bonus of a whole lot of others. Not so. What you would get are Super Bowl fans with overstimulated sensory receptors. That customer in 2nd Level, 134F wouldn’t hear you because you didn’t give him a reason to listen. You didn’t identify him by team, section or level. You didn’t tap him on the shoulder. In other words, your message floated across the packed stadium and evaporated.
Internet marketing is much the same. It is tempting to talk to anyone who might ever happen by. But if your page doesn’t greet a visitor personally and invite them in, they’ll turn and leave.
Because you didn’t get intimate with their pain.
I asked a past client, “What specifically can you solve?” He said, “Anything. Everything.” So, would you hire him?
If you don’t tell them you can cure their biggest headache, prospects won’t know you can.
A MacGyver-like quiver seems powerful but until you can show you understand and have the tool to solve your clients’ specific problem, no one will care what’s in your quiver.
For instance, a number of cable and satellite companies offer viewing packages to anyone with a TV. Literally, all can be anything to everyone. Frankly, the providers seem the same. Same channels. Same basic rates. But if one sends me a postcard that says, “Versus Channel features continuous coverage of the Tour de France in July--and we offer Versus,” they would have my attention. As avid cycling fans, my family’s choice revolves around that one channel. To us, missing the Tour de France is like missing the Super Bowl. By solving our viewing pains, they give me a reason to listen.
If your clients aren’t “getting it,” aren’t seeing you for what you are and don’t seem to understand what you do, chances are you’ve missed one or both of these critical target marketing points.
The good news is that website content is fluid and and can be changed easily. Here are a few simple ways to find out where you might be missing your target:
Ask a few trusted friends to review your website and answer:
who they think you are talking to. Manager level? Office administrator? Decision maker?
how they see you can help. What problem will you solve?
You might be surprised by their answers.