Suppose you are looking to buy a car. You have $20,000 in your bank account, due to smart savings practices. There are two cars, available from two different dealerships, that you like. One is a VW Bug, in that cool melon green color. The other is a trendy Chevy Cobalt. Red.
You actually like the VW Bug best. So you head on over to the Volkswagen dealership to check it out. You pull in, park your rusty death trap, and wander over to the area you think the car might be in. It’s hard to tell, as there doesn’t appear to be any real organization on the lot. But before you get there, you are greeted by the salesman. He is wearing a lime green shirt, a blue tie, and shiny black pants. He is practically glowing!
“Hi!” he says, shaking your hand. “I’m Bill. And I’m here to sell you a new car.” He glances at your old car. “And I can see you need one. Look over here, we have this great little yellow VW bug. It’s the best deal on the lot. And I can offer you a lot of great perks.”
“Well, I really wanted the melon colored one,” you say, trying to make your way over to the car.
“But, look! We have this other great deal! And I want to sell you a car! I can sell you this car over here, it’s 20% off the original market price. We have a special today on upgrades too! We’ll throw in a free three-CD changer, and a hands-free headset.”
“I don’t want any of those things! I just want the melon-colored bug!” Frustrated, you hop back into your car, and drive across town to the other car dealership. Wary this time, you pull in, and park, looking around for another annoying and loud salesman. No one. You wander over to the cars you like, appreciating how easy it is to find the one you like. You get a few minutes to check out the vehicle on your own before a saleslady approaches you.
“How can I help you today?”
“Well, I’m looking for a new car, and I really like this one.”
“Great choice,” she says. “We have a great deal right now, and I’d love to help you get into this car.” You test drive the car, and she points out the features as you go. Later, she talks you through the paperwork, and you drive away that afternoon in your new Chevy, still smiling over the pleasant encounter you had with the second dealership.
Which one of these describes your website and marketing techniques as a writer? Do you come on strong, telling prospective buyers all the things you will do for them, or do you ask them how you can make their goals possible?
If you have a very flashy website, filled with more color and advertisements for your work than actual content, you may be guilty of being the first salesman. If someone is on your site, it is probably because they are at least a little curious about what you have to offer. It is your goal as a writer and business owner to direct that curiousity. Make sure that your website is set up in a way that makes sense. Let viewers know what you can do for them, and then stand back. Let your high quality content do the work for you.
Remember that bright colors and flashy buttons don’t sell your services. Quality and usability do.
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