Let me make this easy for you…
People are busy. You’re busy. I’m busy… but most of all, your clients and customers are also busy. So when you’re creating your marketing materials (web site, email, direct mail, radio, television, newspaper, etc.) it’s important to keep in mind that you must make it as EASY as possible for them to purchase from you.
Over the past three weeks, I’ve watched as:
- One client instructed web site visitors to “go to google and search for [insert name of book here] to buy my book.”
- Another client’s purchasing instructions include “add to cart” buttons without ANY reference to how much the product costs!
- A colleague who, when I was searching for him via Google, found his LinkedIn account and when I told him his web site didn’t come up in Google but his LinkedIn did, wrote back telling me where to find his name on his company web site… which didn’t come up on the first three pages of Google.
Time and time again, I’ve watched as business people make “excuses” for why they can’t be bothered to make it EASY for people to do business with them.
Here’s a test: Ask your MOTHER to order your product or service from your web site. (If your mother is web savvy… then ask your grandmother to do it.) If she’s confused, chances are your customers will be too.
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