A few words killed my web sales
Monday, July 14, 2008/
Yes, the web is a very visual medium. But don’t think less of text. FRED SCHEBESTA
By Fred Schebesta
If you still think people don’t read copy, imagine a website with pure images trying to sell you something. What would you be buying, what details would there be about the product that you could check? If you got the product could you justify from the picture that you didn’t get what you bought?
Your text does the selling on your website.
I was surfing around and found this site that have placed some copy in the middle of their website that would be literally killing their web sales.
For anyone who is thinking of buying on that website, stop. “Don’t buy now. Wait for us to drop our prices and reduce our margins for you.” If I were a consumer I wouldn’t touch this website, I would just wait a few months. My money isn’t going anywhere.
What would have worked better?
Leaving this promo off the website before the promo starts is crucial. When you’re ready, trying a headline like this might be better:
“30 day sale now on! Up to 20% off! Ends midnight 30 July. Limited stocks.”
Scarcity – In life there are some things that cannot be replaced; many of the experiences in our life only happen once – being born, first birthday, first kiss etc. One of the worst feelings a person has is losing something. The feeling that you can’t get it back hurts, if you missed it. Offers that are more scarce result in better pulling power because prospects feel they should act now so as not to miss out.
Examples of scarcity
Limited time – The headline above only has 30 days, after that it’s gone.
Limited stock – There are only a certain number available. After that, the product is gone. In the headline above the limited stock adds to the scarcity by giving the feeling that you could miss out because of all the people buying.
Closing down – The store won’t be there anymore after the sale. Persian carpet stores are opening and closing down all the time!
No longer available after this date – Limit the time the offer is available with a date.
Be careful with the messages you are telling your customers and be sure to add scarcity to increase the response of your offers.
Fred Schebesta’s company Freestyle Media is an established innovative online marketing agency specialising in building search engine friendly corporate websites and running online marketing campaigns.
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