Due to the lack of keyword focused, high quality content on their web sites many small businesses rank poorly in search engines. This means not enough targeted traffic. And the few visitors that do arrive at their site are confronted with a pure sales pitch. Click ... back to the search results.
Unless you have a well known brand name you need to build a relationship with your visitor FIRST, before you offer them your products or services. Convince them honestly that they can trust you. How? By OVERdelivering great content. By giving them the high value information they were looking for. By "PREselling" before leading them gently to your product or service or whatever monetization model you have. That's where every successful business communication should start.
The good news is ... anyone with some brainpower and motivation can do it. You can't learn how to write like Ernest Hemingway. But you CAN learn how to write OVERdelivering content, in your own voice, with credible, trust-inspiring knowledge and a unique twist, that makes you stand out from the crowd.
There are thousands of books that teach you how to write effective sales copy. However, no matter how brilliant your sales copy might be - if your potential customer doesn't know and respect you, it's very unlikely that they will buy from you. Build a relationship with your visitors FIRST, make them trust and like you ... the sales will follow.
After years of making the same mistake like 99% of small business owners, I consider myself lucky that I found a source that taught me what I never learnt at school: how to write to communicate!
To summarise what I've learnt there I'll put it in one sentence: Have your visitors best interests at heart, put your own needs (for earning money) second ... amazing things will happen!
My single best piece of advice: Treat yourself to a copy of Ken Evoy's "Make Your Content PREsell". And I deliberately say "treat yourself", because reading this book is sheer delight. And, best of all, you'll get it for FREE now. So, grab yourself a copy ...
... and learn ...
... how to build income through content,
... how to increase free traffic of targeted visitors to your web site,
... how to achieve two digit conversion rates,
... how to reduce costs for advertising or - simply put -
... how to turn your web site into a real business, that grows slowly but steadily.
But be warned: "Make Your Content PREsell" does not offer a "Get Rich Quick" scheme. It guides you through the learning process, illustrated with inspiring examples and gives you all the advice you need. But without your willingness to apply what you read and to practise, practise, practise, it will be worthless.
