Do you have an online business system that converts visitors to paying customers? If you could use a little help in this department, read on.
First, tell me where you talk about the benefits of your product or service.
Raise your hand if you said up front.
Most people think so. They figure the customer is looking for ways to benefit from your website, so you should spell out those bennies right up at the top.
- However, I want to show you that it doesn’t work that way. In fact, place your benefits and solutions at the top, and you risk losing your visitors’ attention.
This may sound counter-intuitive, because putting your benefits and solutions first seems logical. Answers are what your customer wants, and you’ve got them.
So why wait?
Here’s why: You risk losing your readers’ attention.
Your visitor is asking themselves, what’s in it for me? He’s looking for signs that you know what bugs him, frustrates him, or drove him to the Web in the first place. That’s when you need to establish a connection.
This happens in a very simple way, when you recognize their problem and articulate it from their perspective.
Your reader isn’t looking for your opinion. She knows you understand her perspective, and that is the crux of this biscuit. More importantly, she won’t leave your website while she’s looking for more information about a solution.
Why? Because he or she doesn’t feel like they’re being pushed.
Nobody likes that. You aren’t laying out your answers — not yet. Do that too soon, and your visitor feels pushed, not pulled or compelled along by his own volition. At this point, don’t break the spell you created by showing you understand their perspective.
People want to feel in charge of their own decision-making process. You know precisely what I’m talking about if you’ve ever been confronted by a pushy salesperson. Obnoxious, right? In order to get your visitor on your side, you’ve got to establish a genuine connection by getting on theirs.
After you have explained the problem, it’s time to mention a few solutions. Evaluate them, point out their pros and cons. Don’t talk about yours — not yet.
{Whistling}
Okay. Now you can talk about yours.
But only after you have done all of the above. Follow this sequence correctly for the best results in your online business system. (System is the operative term here!)
Point out the benefits, the ways in which your customers’ challenges will be solved by your products, your service, your membership site. Explain the features of your product and clearly connect the dots between your product and how it addresses their problem.
Don’t skimp on that last step. You might think it’s super apparent that your product is the answer to their frustration. However, you must spell it out so they don’t miss it.
Steps to follow:
1. Align with your customer’s needs by articulating their challenges from their perspective.
2. Lay out solutions, everyone’s but yours.
3. Convey the benefits of your solutions. Help your visitor make the link that your product makes their problem go away.
Have you used this method in your online business system? I invite you to leave a comment if you have. I love hearing from all y’all. 
