The Easiest Tip on How To Make Your Website More Believable
You've just broken your foot and you're sitting in the emergency room. Dr. Stefan has inserted a screw into your 5th metatarsal (ouch!) and set the foot in a cast. After several hours, you ask him simple question.
"When will I be back to normal?"
Imagine your horror if Dr. Stefan answer came back:
"I don't really know. Some people say it could be two weeks. Others say it could be two years. Although I'm a doctor with a lot of experience, I can't really answer your perfectly reasonable question."
Unfortunately, the copy on most websites isn't far off in value from Dr. Stefan's vague and vacillating answer.
Ever watch the news on TV? Listen to news shows on your car radio? Read news stories online? I'm guessing you do. Over the next week as you watch, listen, or read the news, pay close attention and you'll likely see or hear a journalist state: "some experts believe" or "sources contacted for this story stated…"
How many experts??
And which sources, exactly??
Give your website visitors what they want.
Your website readers crave specific facts and figures that buttress your claims. They want specificity. So give it to them.
Let's say you're in the market for a real estate professional to help you sell your house. You search around and you land on a website that breathlessly states: "The Top Real Estate Expert in Banana County!" Hmm. This agent might be a good one. That's a pretty big claim. Nothing to back it up in the site though, so….
You hop over to a competitor agent's site and are greeted by a headline that reads: "Even in This Down Economy, 90% of My Banana County Listings Are Sold Within 21 Days."
Q: Who is more likely to get your attention and make you keep reading?
A: This one's easy. The agent with the specific claim.
In the B2B environment, specificity can be just as important, if not more so.
Kennedy's costs & Lewis's equation
Dan Kennedy, who advertises on his website that his copywriting services cost $50,000 per project, shares that he:
- Influences well over 1 million independent business owners annually
- Is a consultant and coach to hundreds of private entrepreneurial clients running businesses from 1 million to 1 billion in size.
- Has been creating winning campaigns for over 30 years.
- Is a successful multi-millionaire entrepreneur.
For potential clients who have a mild heart attack when they discover Kennedy's fees, Kennedy is able to prove—using specificity—that an investment in his services is an investment in one of the country's top experts in marketing and copywriting.
Herschell Gordon Lewis, who has published 18 books about copywriting and direct marketing, writes:
Sloppiness + Carelessness = Confusion
Turn the equation around and you get something like this:
Specificity + Preciseness = Clarity
Here's a little something else to think about.
Within the past few paragraphs of this blog post I mentioned two copywriters who likely mean absolutely nothing to you. Yet I gave them some life and power by being specific and including two salient facts:
- Dan Kennedy charges (and gets) $50,000 per project to write copy.
- Herschell Gordon Lewis has published 18 books about marketing and copywriting.
These simple facts gave my points a bit more meat, and definitely made what I shared more meaningful than had I simply used something like "two noted copywriters".
Choose your specificity carefully.
Let's return to the real estate professional who knew how to be specific on his website—the one who sells most of his clients' homes within 21 days. Let's say he's won 20 awards this year. This would mean his big website headline could have stated: "Multi Award Winning Real Estate Agent in Banana County." But it didn't. That's because this real estate professional focused on what's most important to his target customers: selling homes quickly. They care about speed.
Here's what this means to you: even if you are the equivalent to the big banana in Banana County real estate, it may mean nothing at all to your potential client.
So what should you do?
Here's what you do:
- Think about what's most important to your customers. (Example: industry experience).
- Collect hard facts that support your position. (Example: Our firm's 7 partners have an average of 35 years industry experience.)
- Prioritize your list of facts based on what your customers feel is important, NOT based on what's important to you.
- Promote these facts on your website and other marketing materials. They mean a lot to your customers and potential customers—so make sure they see these facts!
- Always remember: Specificity is spectacular, but only if it's directed toward what the customer really wants. Telling me your donut shop uses the SXL Icing Maker 2000 to generate all your donut icing means nothing to me. Specificity is wasted unless it's focused on what your target audience cares about.
Today's key takeaway
Today we have just one key takeaway. It's simple yet powerful. It can be used on your website, in your social media, and anywhere you write content with the purpose of persuading.
Use this key takeaway and reap the rewards. (We have. Can you find specificity in our website? Hint: try our Actual Results page.)
Your key takeaway for today is this:
By using specific facts that are truly meaningful to your customers, you gain an instant advantage over your competitors.