Business Insights

Presales copy

A good website needs to have fantastic sales copy supported by great pre-sales content. 
David Kelly
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Most highly persuasive websites contain a delicate mixture of pre-sales content and sales copy.  Lets take a minute to clearly explore and  understand the difference between these.
  • Pre-sales content is essentially about building trust and credibility and establishing rapport with your website visitors.   
  • Sales copy is about persuading visitors to take action. 
Every website has content, but many have little or no pre-sales content.  And very few websites have any genuine sales copy.

A good website needs to have fantastic sales copy supported by great pre-sales content. 

Pre-selling your way to success!

An excellent way to establish trust and credibility is through pre-selling.  This is where you give away relevant, quality information to your visitors.  To successfully pre-sell – the information you give you visitors must be valuable to them.  It must help them achieve what they are looking to achieve.

Sometimes a website will contain pages and pages of pre-sales information.  This is a good idea – especially if you are dealing with a lot of visitors to your website that do not know your company.

In fact - the amount of pre-sales content that you will need on a website depends on how much your visitors already know you and trust you.  A ‘cold’ visitor will need a lot more pre-sales while a ‘warm’ visitor will need a lot less.   Some websites will have huge sections of the website dedicated to pre-sales information while others may simply have a paragraph or two on a single page.   As a general rule of thumb – the more pre-selling you do the more you will establish your trust and credibility. It’s almost impossible to overdo pre-sales. 

You must be extremely generous with what you give away at this stage.  The information you present needs to be of perceived value and should presented with your own unique style and flair. 

For example:  If you have articles about your industry that help to explain and clarify the easiest way to maximise the results of purchasing your type of product or service, this can be highly valuable to people looking to better understand what they may be about to invest in.  Let’s say that an accountant who specialises in working with investment property owners wants to ensure that all visitors to her website understand immediately that the depth of his or her knowledge is vast and of huge value to clients.  A well written article detailing some of the unique ways that smart accountants who know the new tax rules can be of extra benefit to this particular market segment, is a great giveaway from their website simply because it states clearly that they know their business, and here’s how we the accountants can start to prove it.  This same article can also be turned into a downloadable checklist that is useful immediately to the client, because it makes him or her think about the real issues they need to address, and conveys additional confidence in this particular accountant’s ability to understand them.

While it may appear that this is a ‘freebee’ and why would any professional service advisor give away their knowledge for nothing?  Consider this: the tiny piece of information offered up this way is only a very insignificant part of the whole value such a service provider can provide.  It’s a bit like offering up a taste test of ice-cream at the local ice-cream parlour.   You know that the tasting is really there to help you decide which flavour to buy. 

This is another vital point – the purpose which sends most people looking for your site is to gain information.  A good example of your vast knowledge about what you do and how you can best service the needs of your visitors gives you a much better chance of them taking action towards becoming a customer.
David Kelly
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