Hey! What’s in it for me?
Have you ever heard of W.I.F.M.? It's crucial in the world of sales. And let's be honest, your website copy is one big sales pitch. Sure, you want to educate your website visitors, but ultimately, your goal is to sell.
W.I.F.M. = What's in it for me! Yep.
That's what your customer cares about. They aren't that interested in how long you've been in business or how many locations you have, or how many customers you've helped. Sure. It's essential in establishing authority. But that isn't why they have come to your webpage. So, why do so many websites focus their most valuable content space on telling their customers all about them!? You need to flip the script.
Your ideal customer is on your website because they have a problem. And they are looking for a solution, and they believe you have it. But so many small business owners use their valuable website space to talk about what else - themselves!!
If you want to capture and KEEP the attention of your website visitors, you need to do two critical things:
Define your ideal customer - You need to be very clear about WHO you help. Because if you try to appeal to everyone, you will connect with no one.
Your ideal customer is the person you MOST want to do business with. Your product or service may appeal to many, but your messaging will resonate much more deeply if you are very clear about who you want to help most. And messages that resonate deeply connect deeply. And that converts customers much faster than messaging that is uninspiring.
Understand their pain points - People are looking for a solution to their problem, so talk about the pain points your product or service solves.
Remember, we aren't talking about your ideal customer's need that prompted them to begin their search. Instead, their pain points are the fears and insecurities that ultimately drive their buying decision.
Example –
NEED: I just sold my house. I need a mover.
PAIN POINTS: I hate moving because it's so stressful. What if they break my stuff? Or worse, lose things. And what about the horror stories of movers who no-show.
Customers want to talk about themselves and, even more specifically, their problems. They have come to your page because they are looking for someone to help them. Be very CLEAR that you can and will solve their problem.