Building a commercial website means finding the right style, tone, and words that convert hits to sales.
That goal isn’t an easy one to reach. One word – just one – can mean the difference between a trickle of sales and a whole lot of success. That’s one of the reasons split testing your copy is an important part of the online business process.
Who’s reading your content, though? Who skims the headlines of your web page? Who’s your ideal customer?
Most likely, you have some idea. You may know the person’s demographics, interests, and preferences. Go further. Do you know what type of buyer you’re targeting?
There are different types of customers, and of course, people have different personalities. The words you use to influence these people matters a great deal to your online success.
It isn’t a one-size-fits-all situation. Some words ring with some people but grate on the nerves of others. Some words chime out and increase sales, and some words just fall flat.
Here are four categories of online buyers to consider:
1. Cheap Economy
Club packs. Two for ones. Discounts. These people fall into the group of economic buyers. Their main interest is the price they’ll pay and the value they’ll receive for that price. They may focus on product quality, too – this is their hard-earned cash, after all. They want more for less.
Choose words that reflect low price and high value. Make sure that your content focuses on affordability and better quality. Show that you’re giving people something for their money, and they’ll be more willing to part with it.
2. I Like You; You Like Me
Just for you. Indulge yourself. We care. These words are harmony to the buyers that are all about the personal interaction. They like feeling there’s a personal touch involved in shopping, that the seller cares about them. They want to feel recognized and acknowledged. They may like the customer service and the sales staff more than they like the product.
Choose words that convey the sense of personal attention. Find a way to deliver a message that the customer right there is the only person that matters. Their happiness is your goal. Transmit that you care about them and make your communication sound open and friendly to create a bond between shopper and seller.
3. The Right Way or the Highway
Fair trade. Save the plant. Eco-friendly. Not tested on animals. The buyers who love these words are considered ethical buyers, the type of people who turn up their nose at unethical products or methods of operations. They shun big chains and go for small sellers that show philanthropic attitudes.
Choose words that convey the community atmosphere. Tell these people what you do for the betterment of the world or how you help others through your business. Demonstrate a conscience for more than money and show that people – and the world – matter.
4. Ugh. Shopping.
Fast. Easy. Convenient. Quick. All these words sound pretty good to the apathetic shopper. This customer hates shopping and just wants to get in and out as quickly as possible. Apathetic buyers don’t care where they buy from – they tend to pick the most convenient merchant. They don’t waste time because shopping is chore enough already.
Choose words that help the shopper see that you’re right there, available and easy to buy from. Help make their shopping experience as fast and painless as possible. Keep the wording short, simple and a little upbeat, and convey convenience all the time.
Laser-Focus Your Word Choice
Good copy that targets an individual type of buyer has a better chance than a wide net that tries to please everyone. You need to reach your buyer quickly and directly by using the words she wants to hear.
So get personal with your copywriting, and choose words that your ideal customer relates to on a personal level.
About the Author: Do you want more help choosing the right words? Get on over to Men with Pens where James Chartrand gets up close and personal. Apathetic surfer? That’s okay. Grab the Men with Pens feed here.