How Heaps of Happiness Can Help Your Website
Selling is hard work. Good thing your website (it's an effective website with a strategic design, right?) can do a lot of this hard work for you—especially if you've invested in expert web copywriting.
For those of you in charge of writing your own website's copy, consider applying today's tried and true tactic for getting your website to sell more for you.
Remember, you're working to persuade
Your website needs to persuade visitors to take the specific actions you want them to take. These actions could include visiting your business for an event, taking a credit card out of their wallet and buying a product from your site, or signing up for an introductory consultation.
Getting visitors to do exactly what you want them to do isn't an easy thing. After all, what you want them to do and what they want to do aren't always in sync. There’s a reason why effective websites can earn big money. There’s a reason why companies spend months training their salespeople. Selling is challenging.
But here’s a proven way to make it easier for you: SELL HAPPINESS.
Marketing the promise of happiness
Why happiness? Because people want to feel good about their purchases. As human beings, we're constantly looking for ways to feel better about ourselves, our purchases, and our lives. The promise of a product or service that might make us happier is a seductive temptress, indeed.
Here are some suggestions for making your prospects and customer feel great about your company, products, or services:
- As we've shared in the past, include plenty of testimonials of happy customers who enthusiastically describe why they are so happy with your product or service.
- Include copy in your site that helps your prospects picture themselves as deliriously happy—but only if they have what you’re selling.
- Stress the benefits of your product or services, don't simply list the features.
- Vividly describe the outcome of implementing or using your product or services.
- If your site contains photos of people, choose photos of people who look genuinely happy over photos of people who appear serious, "all business", or expressionless.
- Tell stories or offer case studies entirely based on the happiness that you've helped create.
- Back up your claims of delivering happiness with statistics, facts, and third party or social proof.
A mountain golf course example
Let’s say you're completing a total website makeover for your upscale golf course in the mountains.
Your team of web experts who are designing and build the new site will of course make sure to include plenty of stunning course and scenery photos.
You'll have harvested fantastic testimonials from golfers who have played and love the course, and these testimonials will be sprinkled liberally throughout the new site in appropriate locations.
You (but preferably, your strategic web copywriter) will, using carefully chosen words, paint an enticing picture of what playing the course would be like—with the reader as the focal point in the picture, of course—and the overall message being “You’ll be a deliriously happy golfer when you play this course.”
You'll also ensure that in addition to listing the course's main features, those features will have been translated into happiness benefits. How? Let's say the course has wide fairways. Translating this feature into a benefit might result in copy like “Elk Valley's generous fairways mean you'll spend less time in the rough and more time enjoying the stunning mountain views.” Here's another example. Let’s say the course has a magnificent clubhouse: “After your round, relax on our expansive balcony overlooking the 18th green and enjoy the finest dining Colorado has to offer, all while soaking in the glorious mountain sunset with your friends.” That sounds like happiness right there (and I don't even golf).
In good company
If you begin using happiness to augment your online sales, you'll be in good company.
Yes, REI sells outdoor equipment but their online marketing always emphasizes the fun you can have with all that gear.
Yes, LL Bean sells clothing, but they just started a series online called "Discover Something" in which customers describe the happiness they enjoy outdoors--with the help of clothing and accessories from LLBean, of course.
It's all good
When you see to it that your website sells happiness, you help your potential customers understand how you can make them feel better about and be happier with their lives, whether that means being completely free of blister pain, increasing wealth while working less, or sleeping more soundly and waking more rested.
By selling happiness (instead of just products or services) in your website's copywriting, you'll also be making the difficult task of selling a little easier. And hopefully, that’ll help make you a whole lot happier.