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The One Thing
Did you know that in advertising, every ad--and yes, a
website is an ad--should contain the following elements?
These elements are remembered through the acronym AIDA.
A = ATTENTION
I = INTEREST
D = DESIRE
A = ACTION
Now what does this mean, and how can you apply it to
your website to help you increase your sales?
ATTENTION
When you are thinking about the website you want to
have, don't forget it has to do more than convey
information or make a sale. In order to do those things,
it first has to get the visitor's attention. Is it
boring and all white? Is all the text centered and
spread from side to side? Or have you taken the time to
create some functional and supportive graphics, with
well formatted text? If it doesn't look like it's worth
taking the time to read, then maybe it isn't!
INTEREST
Is your "voice" in your content, or does it sound really
boring. Do your words read like a spicy novel, or like a
calculus text book? Rev up your writing with
testimonials, adjectives, anecdotes and personal
experience. Make the reader feel like he is a part of
what you are writing about.
DESIRE
Well, if you're not interested in what's in the website,
you really won't have any desire to investigate the
product, person, or service any further. What does build
desire in advertising? Making a product or service
personal, learning the benefits--not the features and
applying it to your customer's needs, desires and
wishes...and you can do this through the power of words
and images. For example, if you're selling pizza, you
may think people will buy it because it tastes great. So
maybe you put "Great tasting pizza" on your website.
Wrong. People need more descriptive, tantalizing images
to work with. Remember the old Wendy's commercial where
the folks would bite into the burger and all the juices
would squirt out? Now that said, "Our burgers are the
juiciest, mouth-wateringest burgers ever." And people
went out and bought them.
Sell the benefits of buying your product--not the
features of the product. What does getting your product
mean to your customer? Will it make them thinner,
richer, solve a problem? Remember the saying, "Sell the
sizzle, not the steak."
ACTION
This, I think, is the most important element of
advertising design. Even if you can't get someone's
interest or cause them to have a great desire for your
product, you can still ASK them to do something.
Sometimes, all it takes to make a sale SOMETIMES is to
ask for it. So on your website, the one thing you want
to make sure you have in there, is the call to action.
"Buy our widget now by June 1, before this offer expires
forever!" "Email us for a free estimate." You get the
idea. |
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