I'm Here. Now What?

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I'm here at your web site.
Now what do you want me to do?Left to my own devices, I'll click around ... Maybe I'll read ...
and tips. Maybe I'll take a look at your About page to find o I'm here at your web site.
Now what do you want me to do?Left to my own devices, I'll click around aimlessly. Maybe I'll read yourarticles and tips.
Maybe I'll take a look at your About page to find out whoyou are. Then, in about three minutes when I become bored, I'll hit theSearch button on my browser and off I'll go.Is that what you wanted me to do?If you're in business, you were probably hoping that I would do somethingthat fosters your business interests.
If you are selling low-cost items thatpeople purchase on impulse, perhaps you wanted me to buy something. If youare selling higher priced items or services that people usually researchbefore buying, perhaps you wanted me to email you for more information.Perhaps you were hoping that I would sign up for your newsletter or fill outa form.
If you are selling memberships in a club or service, maybe youwanted me to join your club and become a member.It's not likely I'll do any of those things unless you guide me along.Your first step is to decide for yourself what it is that you most want meto do. Dr.
Ken Evoy, of Make Your Site Sell fame, calls this your MostWanted Response (MWR).So you decide. Let's say that you want me to apply for membership in yourclub or service.
You are also selling products on your web site, and you areencouraging people to sign up to your email newsletter. But above all else,you want me to sign up for membership.Now if I came to your site for the express purpose of taking out amembership, I will probably do just that.
You will have to do somethingawful to make me change my mind at that point.But if I am a tire kicker, or curious but not committed, or shopping aroundfor the best deals, you will have to influence me.Here's how it works. As soon as I click through to your site, impress mewith a headline and some copy that will clearly show me that you areoffering memberships and that I will realize benefits by joining.
Make itplain that membership will remove pain or produce gain. (You do know thedifference between features and benefits, don't you?)Now, take me, step- by -step, through every possible advantage that I willreceive by joining.
Show me some testimonials from satisfied members. Work acouple of these into your copy.
Sure, it's fine to have a specialtestimonials page, but including brief testimonials in your regular copy ismore effective and more likely to be read. And of course, they will begenuine and not contrived, right?Every few paragraphs, include a direct link to your Membership Form.
Afterall, once I'm ready to join, don't let me lose the impulse by leading methrough more information than I want at that point.When you've made all of your points, close the sale. Ask me to join.
You cando this subtly by "transferring ownership." For example, you can beginreferring to "my membership" instead of "a membership." You could say,"Click here to activate your membership," for example.Sure, you can have links to your "Less Wanted Responses." Let's say your"Less Wanted Responses" include buying a product or signing up to yournewsletter. Put those links off to the side where they are visible, butdon't give them the same weight or same importance and your MWR -- takingout a membership.Design your site this way, and you are certain to see a generous increase inyour MWR.
Publishing an ezine or newsletter? The same thing applies. Decideon your MWR and guide your subscribers to it.
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