The Most Important Word

​What's the most important word on your website?

Not just your website. Across all your marketing material there is one word, more than any other that will engage potential customers, and convince them you can solve their problems. 

The Most Important Word Is...

​You. 

How many times is ‘You’ mentioned on your website?

Put yourself in your customer's shoes, and try looking at your business from their perspective.

Chances are, people don’t care about your qualifications or experience. They don’t want to read about the equipment or techniques you use to do your job. More often than not, they want to understand the benefits of your goods or services, and whether or not you can solve their problem.

Take a look at your website. Have you placed yourself in your customer’s shoes? There’s an easy way to tell.

Your Customer's Perspective

​Does your website say,  “We can do this…” “We can do that…” “We use only the finest…” “We are registered and qualified…”

Or, does your website have more sentences like, “You will enjoy the benefits of… “You can relax knowing… “Your item will be looked after by…”

Have you heard the old marketing phrase, “Don’t sell the steak, sell the sizzle”?

It’s telling you to focus on the customer experience around your product or service, and not on your product or service itself. Appeal to your customer’s senses and emotions instead of their rationale.

Which Pitch Appeals More?

​1)   This vacuum cleaner was made in Germany using the latest technology. It’s built to the highest specifications and is extremely reliable. It comes with a number of detachable heads and is very portable.

2)  You will be able to clean your home in half the time with the latest vacuum cleaner. The superior technology means your home will get a more thorough clean, and you’ll never have to empty the dust bag. Highly manoeuvrable, you’ll clean under those hard to reach places with ease.

The second pitch encourages you to imagine how different your life would be. It puts the customer at the centre and makes everything about them. After all, what is a business without clients or customers? 

Want To Sound More Appealing?

​Is your website selling the sausage or the sizzle? Does your website make more mention of ‘me’ or ‘you?’ Are you focussing on your business, products or services, instead of providing value to your customers?

To get your customers excited about the possibility of doing business with you, contact at the team at Inform PR

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