We all know that some websites are created simply to procure ad placements. With every mote of informative content and helpful text, the surfer on such sites is hammered by inline ads and pop-ups. While advertising is the bread and butter of this website, I see no good reason to turn it into a giant ad. It’s tacky and looks desperate. Though I’m certainly not averse to sales, I don’t think it’s a good idea to shove my sales pitch down my intended consumers’ throats. It may choke them!
Your readers should find it easy to discover information about the product or service you’re pushing on your website. By all means highlight the product’s advantages, just don’t get too carried away and resort to hype and starry-sky promises that you know are too good to be true. This will only make your readers wonder if what they are getting is accurate information.
Here’s what you should do:
Tell the truth
Be open about the product or service you are promoting. Give your prospects the kind of general information that will answer their queries and satisfy their curiosity. Do not focus on the particular brand you are representing. Instead, think of your service or product’s claim to uniqueness. For example, if your site is made to promote a weight loss product with the main ingredient as L-Carnitine, you could write an in-depth report on what L-Carnitine can do. Write about the benefits of this particular ingredient. Explain why the ingredients L-Carnitine is combined with in your product offer better benefits than L-Carnitine alone (because L-Carnitine is also found in other weight loss products.)
Why provide factual, detailed information? Most people go on the Internet to look for information. This means that before they buy a product or avail themselves of a service, they want to do their research. They want to find out if they are making a good decision. They don’t browse the Net looking for ads–in fact, people prefer sites that don’t have ads distracting them from what they are reading or looking at. If the site comes across one big ad, it will be off-putting.
On the other hand… don’t bombard
If you want your site to be successful in both providing information and selling products and services, you should focus the most important and attractive details. While your reader is looking for information, he or she will not appreciate being swamped with unnecessary detail. Unnecessary information in this case includes things that may be hard facts, but are not really the stuff that people want to know. Just include easy to digest, relevant information–something readers always need and enjoy.
Adopt a logical, unbiased voice
Though you are promoting your product, do not disparage competing products. Instead, concentrate on promoting yours without any obvious hype. Just focus on your product’s good points while providing scientific (or at least logical) explanations and justifications. Reference legitimate research whenever you can. Consumers want to see good research.
If you sound like a retarded gonzo hype machine, your audience will regard you with suspicion. Is the product or service really that good? How can it be that good? Just state positives and back your statements up with facts. (Interestingly, people will trust you more if you are willing to share both pros and cons. This suggests to them that you respect their intelligence and that you want them to be properly informed.)
Your site must not look like a bazaar selling novelties. You don’t want an online version of a print ad. Use clean, minimalist, professional-looking designs.
Convince your readers
This relates directly to all the above-mentioned tips. If you provide relevant and adequate information while being logical and unbiased, you will be able to convince readers to buy your product or service. Remember–you don’t have to act like a desperate salesman. Go the tasteful route. Provide content that will make the readers really think about your product or service.
Subtlety is the key to good sales and building customer loyalty. You have to make people believe that it was their idea to buy the product or service. You just happened to provide the information that led to their purchase.
Even though you are selling something, you do not have to have your site look like one big, fat, sleazy ad.