|‚ < ‚ Day Day Up ‚ > ‚|
Three Psychological Factors of Selling
Getting the sale isn't always about offering the
In addition to making your offer compelling, Dr. Ralph Wilson, web marketing and e-commerce expert, recommends using these psychological factors to sell: enhance
To enhance the desire for your products or services, you need to enhance your copy with words that draw your customer in emotionally. As Dr. Wilson points out in his e-book How to Develop a Landing Page That Closes the Sale , "Write sentences and paragraphs that paint for your prospect what it will feel like to realize those benefits."
Look at your unique selling points, or the ones I created for Red Mountain Spa as an example. Those aren't landing-page ready.
That's descriptive, but does it make you feel anything? I'm guessing not. How could Red Mountain Spa emotionally sell this feature as a benefit? How about this:
‚ or ‚
‚ or ‚
How will the vacation described in number one make you feel? Relaxed, less stressed, and peaceful were a few feelings I was going for. How about number two? The words set a completely different tone. These words would
This copy could be used in the ad listing as well as on the landing page. These examples don't just state the fact that Red Mountain Spa has an
Create a Rationale
Not everyone buys on emotional
Anticipate customer concerns and proactively respond to them on the landing page. Dr. Wilson notes that credit card security, shipping costs, return policies, and email privacy are the primary concerns for doing business online. It's beneficial for any company to tackle these issues on their landing page, in addition to answering potential questions about the offer. Helping shoppers feel secure about doing business online with you is the final step before a deal is made. Although I didn't find a Red Mountain Spa listing in a search engine, they have web site material that would make a good landing page. Take a look at Figure 5.8, which is a pop-up on their home page, and 5.9, which is the landing page for the pop-up ad. Let's review how well this page does according to the landing page checklist:
Figure 5.8. This is a pop-up ad on Red Mountain Spa's home page.
Figure 5.9. Here's the landing page once Red Mountain Spa's pop-up ad is clicked.
The good stuff: Red Mountain Spa's landing page highlights the special rates promoted in the pop-up ad. It also
For a few items on the checklist, Red Mountain Spa missed the mark. Because the pop-up simply sends someone to a designated spot within a web page, the main site navigation is easily found if visitors scroll up the page. Other promotional offers share the page space, too. These items provide distraction. Second, there are no action words or graphics encouraging people to book a trip today. Just a few minor edits could help drive people into their reservation form. Overall, this works pretty well as a landing page to their pop-up ad. This concept could easily be turned into a search engine ad listing.
|‚ < ‚ Day Day Up ‚ > ‚|