Making sales and getting conversions on your website is all about connecting with your visitors. And if you could read their minds, you would be able to speak directly to their needs and desires. But, you don’t have to be a psychic to read people’s mind. All you have to do is use common sense.
Put yourself in your customer’s shoes and consider what problems your prospects want solved. Why did they come to your website? What are they struggling with?
Start making a list of those problems.
Have you got a list of 8-10 problems, challenges and struggles your visitors are looking for solutions to?
Now, think about your past clients. What were their problems and struggles? You don’t need to be a mind reader to know what visitors to your website want. You just have to pay attention and take some notes.
You probably have a sizable list of problems that you COULD address. But do you want to provide a solution to ALL of those problems? Can you provide a good solution to all those problems?
My guess would be, probably not.
So now, consider your business. What are the common problems you like solving? What are your specialties? Where can you add the most value to your clients?
Remember what we’re looking for here? Connection!
Where is the overlap between the problems you want to solve and the problems your potential visitors have and are looking for solutions? That’s that sweet spot we’re looking for. That’s where you’ll connect best with your prospects.
Got the list? Focus it down to about 4-6 problems.
Then we’ll turn that list into a powerful marketing tool. We need to describe the problems a little more, give them more life.
Turn Problems into Scenarios
So, let’s take each Problem and turn it into a scenario. A problem scenario is a short little paragraph describing the problem while speaking in real-life terms.
Here’s an example:
Problem- How can I use Social Media for my business?
Social Media can be confusing. Should we use Facebook or Twitter? And once we select our social networks based on our business goals, what is the most strategic use of those networks?
This problem comes up often when I’m working with clients. And many times they ask the exact question, “Should we use Facebook, or Twitter, or…” And their next question is “How do we use Facebook for Business, what do we do with it?”
When you phrase the problem that your website visitors are asking as a question, it makes an immediate connection with them. It tells them that you understand what they’re going through because they are probably asking those very questions.
Congratulations, you’ve just “read their mind.”
And because you have just exercised your psychic powers, they see you as the solution to their problem.
The psychology behind Problem Scenarios:
We echoed the questions that our prospects were probably thinking to make a connection with them. Then we didn’t give them the answer. We left the question hanging. That makes them want to contact you to get the answer.
Now you have something they want, and they beleive you have the answers.
This Week’s 10 Minute Action Steps:
- Take some time to think about the problems your visitors want solved.
- Figure out which problems you want to solve.
- Now turn those problems into questions as a Problem Scenario.
- Publish this as a “Problems We Solve” page on your website and see if you don’t make more sales because you’re a bonified mind reader!
Before you go…
Now before you leave this page, would you consider signing up for my weekly newsletter? You’ll get a series similar to this post giving you ideas to improve the various pages on your website. And this is just the start to a larger, more comprehensive Podcast and online course about Building Websites that Convert visitors into Customers.
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