ou're a service business, won't be astounded to discover
such as a coach, you'll prepare her taxes. If
accountant, consultant, you're a virtual assistant,
speech coach, office organizer or she'll expect you to help with
virtual assistant. mailing lists and phone calls.
A prospective client lands on And she's been to 43 other
your website. "Nice site," she websites. She's already seen the
says, nodding approvingly. "Great same list. Her eyes start to
logo." glaze over. She decides it's time
to take a break and watch the
So she looks for a Call to latest replay of The Sopranos.
Action: "Click here and get a
Free Report." At least that's what I would do.
And you offer one. 101 things a How can you prevent the
coach [accountant, consultant, bleary-eyed visitor blues?
speech coach, office organizer or
virtual assistant] can do for (1) Create a problem-solving Call
you. for Action - before you design
the rest of your web site.
Yawn. "How-to" titles work best because
you demonstrate that you
At that point, your prospect understand the problem and
decides to leave. Unless she's showcase your unique approach.
been living on another planet,
she has some idea of what you do A Virtual Assistant: "How to
(or thinks she does). delegate the 10 most critical
tasks that keep your business
If you're an accountant, she alive and profitable."
coached last year are now listed
A speech coach: "Five techniques with speaker bureaus."
that tell your audience you're a
professional speaker" (3) Identify benefits your
prospect may not have
An office organizer: "It's 9 AM - anticipated.
do you know where your Top
Priority is?" For instance, prospective clients
may not realize that some office
(2) Make it easier for prospects organizers can help them choose
to figure out why you're furniture to make their lives
different from the competition on easier. Others employ feng shui
the other 43 websites your principles.
prospect just visited.
Bottom Line: Visitors who see a
A hairstylist: "Curly hair is my big grab-bag list of offers will
specialty (and we're never late tune out if they recognize the
with appointments)." first few. "Ho hum. I know that."
A virtual assistant: "I can Instead, find ways to showcase
program the Internet's top yourself and your expertise
shopping cart system to save you --professionally. Your visitors
5 hours each month." will thank you.
A speech coach: "Five clients I
About the Author:
Cathy Goodwin, Ph.D., helps solo-preneurs, professionals and small businesses build Internet revenues -- without turning themselves into techies or high-powered pushy sales people. Download: 7 best-kept secrets of client-attracting websites. http://www.copy-cat-copywriting.com/subscribe.html mailto:goodwincathy@yahoo.com or (206) 819-0989
Read more articles by:
Cathy Goodwin
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