Overt Benefit

It's Book Recommendations Week and here is the first of two of my favorite books.

The words you use to convey a message of value, benefit, unique value proposition, and overt benefit, will make the difference between a bride who visits your website and a bride who makes an inquiry... and becomes a new customer. Here is "must read" stuff if you want to kick up your marketing message to the next level (and get more inquiries and close more sales!).

Understanding The Brides Who Visit Your Website

There are four types of brides who visit your website and providing each of them the information they are looking for is critical to your conversion (turning a bride who visits your website into a phone call or inquiry).

Your navigation scheme and the content you provide at your website is very important when it comes to keeping a bride's attention.

Often the difference and conversion is heavily influenced by your unique value proposition.

Here are the four types of brides who visit your website.

1) She knows EXACTLY what she wants.

2) She knows approximately what she wants or has a pretty good idea.

3) She doesn't know what she wants, but if she found it, she'd buy it.

4) She found your website by accident and really doesn't want anything you offer.

When you start thinking about these things, while developing your online marketing strategy, you'll acheive a competitive ADVANTAGE, and be on your way to getting great results from your website and you'll consistently beat your competition.

Want Better Results From Your Website? Who Doesn't?

The marketing message you deliver at your web site does some pretty *heavy lifting*.

In other words, it's a primary reason a bride/groom converts from just another web site visitor into an inquiry or lead.

Trust me, it isn't your animated graphics, background music, or use of Flash (all of these things I recommend you do NOT use).

Do you focus on the value and benefits of doing business with your company?

What makes you different?

Why should a bride make an inquiry – today?

Here are some guidelines that will help you evaluate your marketing message:

+ Is the benefit of doing business with you communicated in a clear and very obvious fashion throughout your website?

+ As a new customer, would it excite you or make you more interested?

+ Is your message very specific about what's in it for the bride if she chooses you?

+ How does your marketing message compare to your competition?

+ Do you offer a unique value or benefit that they don't?

+ If you do, is that clearly communicated at your web site?

If you're conversion rate is less than 10% something is probably wrong at your web site.

A good place to take a first look is your marketing message and your unique value proposition.