Any time you become convinced you have to try a new product, it’s because you got excited about the results it offered. Think of the infomercials on television showing how a product is used, how it compares to the competition and the convincing user testimonials. All these things build up your expectation for your own results. Then there are some commercials that are so vague, you have no idea what the company sells, life pharmaceutical commercials. If you’re creating a new online business, you need to be able to clearly define what your unique product or service promises. Vague, mysterious and fanciful wording won’t deliver that message. If people can’t visualize how your product or service is better or offers some type of benefit, it will be difficult to draw people in.
An organization was formed to offer teaching in a food industry, promising a degree. The curriculum was not complete at the time the website was launched. There was no clear explanation how the person paying for the classes would benefit. The most you could derive from the offer was that you’d receive a piece of paper to hang on the wall. This same organization had a store selling related products, diluting the effectiveness of coming across as a reputable learning organization.
The idea did not go over well. There was plenty of excitement and expectation, but when launched, it fell flat. There was no clarity about the classes and the type of career it would lead to. This organization used the words “prestigious” and “accredited” frequently without any evidence to back them up. Wrong language. Wrong promises. Wrong approach. What it could have done instead, was demonstrate the benefits over other, similar learning methods and provide proof of results.
This next business relied on referrals to survive. Their website used such vague language that no one could tell for sure what type of seminars they offered. Vague promises of achieving and doing amazing things with your life after taking the seminars did little to define what they offered. This approach led to their being perceived by outsiders as a “cult.” That cult reputation led to bad online reviews; their lack of an online presence did very little to refute the claim. As a result, this business has been unable to grow and recently closed a location.
If people have to physically see or experience your product or service in order to be convinced of its value, your website is not doing a good job of selling. It’s one thing if you are selling something people use on a regular basis. You do not have to convince consumers that they need the product. You just need to convince them they should buy it from you. But, when you are bringing a unique idea to the market, your vision is not enough to make it succeed. If you can’t get others to visualize the end result, the idea will fall flat on the floor.
Unique ideas require research and a vision is not research. Research requires analysis of information available about the target market, the existing market and the potential for growth within that market. This research will provide you with the information you need to understand your market’s needs. From there, you need to develop language and a selling point that appeals to this market. If your wording is just grandiose, like your vision, people won’t see it. If it sounds too good to be true and doesn’t provide proof of results, the wording doesn’t sell.
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