Something that I still see many marketers forget is that prospects who are thinking of doing business with you are in different places in the buying cycle. Some may be launching their first attempt to research the general options related to products and services that meet their needs.
Some have decided exactly on which product/service category will solve their problem, but need to hone in on a specific product type or service provider.
And others have completed their research and are ready to buy now.
It’s important to tailor your message to your prospects based on where they are in the buying cycle. Those in the first phase are attracted by copy that drives them to research or get more information. White paper downloads are prime targets for this group.
The 2nd phase prospects are closer to buying and are looking for specific benefits related to your product/service. Strong compelling benefit driven bulleted copy is a winning strategy here.
The last phase needs compelling call-to-action, sense of urgency and guidance directly to the purchasing process. Guide your visitor right to the “order now” button.
Don’t make the mistake of talking to prospects in the first phase like “Buy now …”, or “Free shipping”. It’s like being a little to presumptuous on that 1st date … if you know what I mean.
And obviously, don’t craft a message that says “Browse …” when you’re prospect is at the end of the buying cycle.
Now the logical question is how to determine where the prospect is in the buying cycle. Study the purchasing habits and analytics of your site visitors and look for trends. The length of keyword searches, use of specific words, or model numbers may be the clue you need to speak the right language to snag the sale.
