Most people don’t buy products because they didn’t have enough information to get into buying decision. They don’t see how the product or service will be much of help for them due to lack of information that’s where clarity comes in. Clarity and not persuasive skills or marketing verbiage is the key to making sales. Marketers and/or website owners concentrated most of their effort on choosing the best copy for their site yet research found that the most effective way to drive customers deeper into your web page is by being clear. So, don’t fear if you don’t have the flawless words when writing your website’s content, instead tell more and you’ll sell more. Captivate your prospects in “conversation” about the thing they’re thinking of buying and preserve the conversation going until they buy.


In answering your customer’s clarity focus these points:

Where Am I?

Your visitors need an orientation on where they are on your website. Most of them may innate confusion upon arriving at your landing page, so you need them to show where they are, where they are going and how they fit on where they are heading.

What Can I do Here?

Remember, clarity here is the key that’s why you need to support the first answer with this second question. As a visitor to your site, after knowing where am I and where am I heading, in the next few seconds I must know what is the purpose of where am I going. What can I do here to your site?

Why Should I Do It?

Now, this is the most challenging question you will answer. The first two questions are easier to answer while in this question; I must know why I should do what you want me to do instead of having a different option available. Therefore, in this area, you must explain in the context as clear as ice your offer because as a prospect this is the part where I will say ‘yes’.

To sum it up, you should aim to provide clear information rather than having a perfect yet full of marketing jargons copywriting. Always remember clarity trumps persuasion.

After Prince William and Kate Middleton got married in April of 2011, no one could stop talking about Kate’s wedding dress.

Within hours after the wedding, vendors began making near-identical copies or similar styles of the Stella McCartney- designed dress. Even vendors such as David’s Bridal now have a “Royal” category so you can dress “just like Kate.”

When something is buzz-worthy, it creates high demand. In situations like this, you can align offers with “what’s hot.” Companies will often leverage newsjacking for this type of technique and it works very well for offers, too. As an example, earlier this year people couldn’t stop talking about Pinterest.

How to leverage newsjacking to amplify your marketing

Create new streams in your social media management tools to help you find out what is trending and get on top of it to help amplify your own marketing. The earlier you can get on the bandwagon before it “goes viral” the faster you can rank in searches and the more people you will find attracted to your information.
HubSpot capitalized on this craze by creating the first Pinterest ebook for business owners and marketers, How To Use Pinterest for Business. It quickly became one of HubSpot’s most successful ebooks with more than 125,000 downloads to date. Because it was the first and only ebook available on Pinterest (and we made sure people knew that), and learning how to use Pinterest for marketing was in high demand, it made the offer more unique and thus more irresistible — that’s the power of leveraging both timing and popularity!

By leveraging newsjacking, you can also utilize the bandwagon effect through blogs, webinars, conferences and more to help traffic more qualified leads into the funnel.