They’re Searching So Why Aren’t They Buying?
by Karon Thackston 2003
Are there various styles or sizes? What’s the price difference? What features/accessories come with the system?
This is one time to focus on benefits, to make yourself available for questions, and to direct your site visitor toward your product/service.
Step Three - Evaluation - Eliminating products/services/companies and deciding who’s best. After you’ve gathered a good bit of information, you’ll begin to weed through the product brands and companies to determine which one you will actually buy.
A site visitor in this stage will likely come to your site for additional information, to find the answers to questions he/she came up with since the last visit, or to double check facts and figures.
This is a good time to not only focus on benefits, but also to have customer service, warranty, price incentive, and other information available.
Step Four - Purchase - Actually buying your product/service. Finally! After all this time, the customers are ready to buy! Support their decisions by making your ordering process and shopping cart quick and simple to use.
Step Five - Buyer’s Regret - Wondering if they made the right decision. This is where money-back guarantees can save you! Most people simply need the reassurance that they *can* get their money back if need be. Especially with high-ticket items, buyer’s regret is common. Reinforce their buying decisions by letting them know they can contact you with any problems they have.
So, as you can see, even though every stage in the process is different, the same exact keyphrase could be used to search the ‘Net for information. Create your site to accommodate every step in the buying process. Don’t assume that - just because someone typed your keywords into a search engine - they are automatically ready to buy.
Most buying decisions are emotional. Your ad copy should be, too! Karon is President & CEO of Marketing Words, Inc. who offers targeted copywriting, search engine copywriting, and ezine article writing. Subscribe to Karon's free ezine at http://www.marketingwords.com/ezine.html or visit her site at http://www.marketingwords.com. You can also learn to write you own powerful copy at http://www.copywritingcourse.com .
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