Cyber Speed And the Speed of Thought ... 2003 The Wealth Writer eZine. Word count ... on the Internet often overlook the fact that any ... customer arriving at their website is
Cyber Speed And the Speed of Thought Copyrightę 2003 The Wealth Writer eZine. Word count 498
Marketers on the Internet often overlook the fact that any potential customer arriving at their website is travelling at cyber speed or the speed of thought, you have got approximately 15 seconds to grab the web surfers attention or click, goodbye and they're gone.
All the surfer sees on arriving at your site is the wonderful heading you created and your headline. They are at the first fold of the page and 4 seconds have gone already, so you had better come up with something hypnotic and quickly.
That leaves the headline. If you've got the money you could spend hundreds of dollars creating the right attention grabbing headline, the big companies spend hundreds even thousands of dollars with copywriters to come up with the right headline.
Because your headline is so important it stands to reason you should concentrate most of your copywriting time on the headline you are going to use to GRAB peoples interest and excite them enough to stay around for a while.
Surfers on the Internet aren't very interested in you the marketer, they're there looking for whats in it for them - you have to focus on the benefits you are offering your customers. Assuming you've grabbed them with your headline, they move on quickly to your next mini headline still looking for whats in it for them.
Try to keep them on your page using a progressive quick 'benefits listing' technique. If your headline and sub headlines have got them interested enough, they just might even start to read some of your text copy. The theme of your website must establish credibility. If they smell a rat (and you're the rat) they won't be there for long.
To establish credibility nothing beats a full no questions asked money back guarantee. Don't ask me why but the stronger you make your guarantee the the less likely it is that you will have to honour it. Some customers may (will) even take advantage of your guarantee, don't worry the increased sales you will make by offering a strong guarantee will far outweigh the disadvantages.
You've had your surfer on your site for three minutes now, you have hopefully convinced your prospect of all the benefits owning your product will bring, you now need to create an urgency. Don't forget the surfer still has the mouse in his hand and that little red x (the close button) is still up at the top of the page. You need to convince the prospect to purchase your offer now, not tommorow or another day.
If none of that worked, at least you had the prospect on your page for a few minutes. But you still have one last resort. You could stategically place your subscribe button up near the dreaded red x because your prospect may have liked your site enough to click on the subscribe button on his way off your site.
You may even end up with a loyal customer for years to come.
Kerry Harrington http://www.wealthwriter.com AOL Friendly Link Kerry Harrington is the publisher of The Wealth Writer eZine - This interesting weekly eZine is known for it's useful and informative articles, written in a personal style by Kerry. To subscribe by email simply click the mail link then send mailto: email@example.com