In one of my favourite dutch podcasts Thijs Lindhout and Aartjan van Erkel talk about how to make your website irresistible to customers. Aartjan shares great insights about what sets you apart from the crowd. For example, one common error is to use clichés and use words like solutions, tips and newsletters. Everybody does that!
Aartjan values being a specialist over being an all-rounder. Make sure you have a solution that no-one other then you can offer. Another valuable lesson is not to be afraid to share your knowledge for free! Never let people tell you that you should not give away information.
But the real eye-opener to me are the three steps to selling a product. Most businesses or websites try to sell products by using the following two steps:
But this still does not show the customer you understand what they are experiencing because we are not reaching them at an emotional level. In order to do that, we need to name the consequences.
We can learn a lot from action movies where they start with the big bang and go to the unconscious to create emotion. Don’t be afraid to show you understand the problem. A customer won’t think:
“O, I don’t like that they talk about my problem.”
Instead they will think:
“Finally someone recognizes my problem!”
So we add an extra step to the process: Add emotion to it
Read the intro of this article again. I applied the three steps in the first paragraph. Ask yourself…did it make you want to read further?
I learned this valuable lesson in this podcast (skip to 42 minutes):
There are some great examples how to implement the three steps in the podcast and if you read dutch and want to learn more, I recommend reading Aartjans book Maak ze gek