Content Clarity Trumps Persuasion

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.


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