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Here’s how to capitalize on it.
Your “About Us page” plays a crucial role in whether people will buy from you. It’s always an emotional decision. While the potential customers will only see things through their perspective, it’s still all about you.
True, there are people who will only buy from you if you’re selling at the cheapest available price. Those are people to ignore, according to my firm’s research. Eighteen percent of clients and customers are only motivated to buy at the lowest price. They don’t take into consideration other important factors — the benefits you provide.
But even when they buy, they are the most troublesome. They’re not repeat loyal customers and they’re the most-likely to return their purchase.
Even if you leverage the reach of Amazon with a signicant number of hyper-price-sensitive shoppers, you can still target the other 82 percent. That’s especially true for those who can be motivated to buy after reading your About page. They want to know about your approach.
Even if you leverage the reach of Amazon with a signicant number of hyper-price-sensitive shoppers, you can still target the other 82 percent.
More than half of their motivation to buy hinges on they think about you, your spokespersons and employees. They like characteristics showing excellent integrity, judgment, knowledge and friendliness.
To a much lesser extent they want to be able to trust your image, your product or service utility, convenience and lastly – price.
Your About Us page should focus on five elements:
1. What you sell
Prospective buyers want to know you speak with conviction, and what and why you love doing it. But you must be succinct. Share the human side of your business. You only have a few seconds to create a positive first impression. You need an astute elevator pitch.
Only after you’ve hurdled this obstacle can you be more successful in providing more information.
Keep in mind, too, different prospects will see your About Us page at different stages of the buying process. Sometimes it’s early – right away. Sometimes it isn’t.
2. How and why you sell
Show the founders with real photos. Consider inserting a short bio of the team. A good prospect will want to know why you sell – what are your values and beliefs. You can help your cause if you talk about how you solve needs and problems.
Don’t just say you’re the best at what you do. But differentiate your company with an illustration of how and why so prospects get the picture. In other words, don’t just make grandiose claims by telling them. Show them.
3. Build comfort
In other words, focus on building trust. How? Your visitors want to feel comfortable with your company. Show what you believe.
Remember prospects trust data and verifiable milestones. So validate your expertise and growth.
Do a self-assessment of your goals and how best can you explain them to build trust. Then, explain what’s important to you.
4. Explain your story
Connect with your visitors by sharing content that interests them – enticing them with a branding story about obstacles and solutions to save them time and money while increasing revenue.
Start with a powerful headline. Insert lifestyle images of real people and videos. Display customer testimonials, news media mentions or star ratings. To build trust and confidence in your business, explain how you have become successful.
5. Get a commitment
Visitors inherently expect you to ask for their business. So clearly explain what you want and how visitors will benefit. Add links to your best-selling products.
So very early decide on your objective, keep it simple, plan accordingly and ask for a commitment to buy whatever you’re selling. Guide them to your clear calls-to-action.
Try to stay in touch with shoppers and encouraging them to sign up for your email newsletter.
From the Coach’s Corner, related information:
Marketing Psychology: Choose the Best Colors for Online Sales — Here are color tips to improve visitor experience and to capture customers – including a great infographic on 40 facts about the psychology of colors.
Best Sales Pipeline Tips: Content Marketing, Follow-up and Marketing Automation — Here’s how you can maximize your sales pipeline with effective content marketing, prioritizing follow-up and marketing automation.
Build a Strong Sales Foundation by Being Defense-Minded — Sports is a great lesson for sales growth — build a strong foundation by being defensive-minded. Protect your turf first. Here are five tips for sales domination in your hometown.
Marketing: Solving the Puzzle of Competition — Marketing strategies: Using political lessons as a metaphor to beat your competition.
“People like to buy things they need from people they like. And somewhere we screwed it all up by making it some kind of crazy thing. It’s simply, ‘What do you need? What are you trying to solve? Do I have it?’ ‘Yes.’ ‘Is it the right price?’ ‘Yes.’ ‘Next.'”
–Irreverent Sales Girl
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