You know how it works. Lots of people see your product or service, but only a small percentage of them will actually become your customers.
So how can you convert as many of these prospects as possible? Quite simply, by peaking their interest and showing them what is so special about your business — and why they should buy from you. Just follow my “hook, line, and sinker” method:
- HOOK: Tell them why they should care. Right off the bat, drive home your point: What do you have that they desperately need? What is it that they seek that you can provide? Furthermore, what is it about your company that would make them want to do business with you (perhaps you use special materials to create your products, or you donate a percentage of your revenue to charity)?
- LINE: Show them why they should desire what you have to offer. Give them the facts, as well as the emotional argument; the persuasive info that makes them say “This is exactly what I’ve been looking for!”
- Include plenty of fantastic photos. Whether you take them yourself, or hire a professional photographer, images should be clear, well-lit, and color-balanced. Think about what your potential customers would want to see (Your facilities? Action photos of your services? Pictures of customers using your products?). Take photos in a variety of perspectives and times to show how your product or service looks in different scenarios. Make sure the pictures show off the best features of your products or services.
- Create ambience to draw them into your world. Much like candlelight and fresh-cut roses can take an ordinary evening meal and make it romantic, adding style, personality, and pictures to your website or brochure can create a unique ambience. You know the mood you want to set — fun and casual, dreamy, hippie-crazy, or whatever defines your business — so pay attention to the overall effect of your style, words, and photos. By creating that unique ambience, you can give your potential customers a small taste of what your business is like, allowing it to win them over.
- SINKER: Give them compelling reasons to click that “Buy” button. Nothing will win over an undecided person like seeing positive reviews from your satisfied customers. That being said, you should also be sure to address any concerns that your potential buyers may have. (For example, a person buying an item of clothing might wonder “Is it washable, or dry clean only?” By reassuring him/her that the item is indeed machine-washable, you increase the likelihood that he/she will complete the purchase.)
Don’t let your prospects slip away without knowing how special and worthwhile your product or service is! Grab their attention with the hook-line-and-sinker method, and they may just become your next loyal customer.
About Barbara Austin
As the graphic designer & founder of Sweet Dreamz Design, Barbara loves working with women entrepreneurs to brand their businesses. She shares a variety of small business advice and anecdotes here on the blog. Check back every week for new tips, inspirations, and how-to articles, or subscribe to get regular updates in your inbox each week!