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This is exactly how he
looks. He's around 5, 5 with red wavy hair.
Glasses, yep those thick ones in plastic, black
plastic. Dirty, Jeans with holes in hang down past
his waist, just a slight builders bum on show.
Shoes... I don't
know you only see the tips of his toes as his
jeans are so long, that's it. Shoulder bag, dirty
grey one loosely hanging over his left shoulder.
Deportment is low, hunched shoulders, face
down, no expression but amazingly he walks in slow
motion probably slightly faster that a tortoise
with three legs.
I see him virtually
everyday. I watched him now for years. He is never
any different. He probably never will be any
different. Some would say, "that's just life".
Bob, that's his
name works in the local garden centre. I've seen
him tons of time in there. I think he hates his
job, people or just being alive.
There is a point
though. What would it take to MOTIVATE such a guy?
Bob reminds me of
some websites out there now. I can think of some I
consulted on a year or two ago. I got paid well
for the advice. They never did a thing to change
it. They still perform the same way, slow,
scruffily and face down.
That's a shame.
Fact is... it takes more than a great looking
site to convert the sales process online.
Could we change
Bob? Yes sure but we needed to dig deeper. What is
it that makes the guy tick. What is he looking for
from life. Don't tell me his is like that in every
place, he wont be.
I guarantee if he
loves football and he has a ticket for the next
big match at the weekend how do you think he would
be acting?
Sure, he would
appear to be a totally different person. Why?
Motivators.
Motivators.
Online motivators. Your site motivators. Your
visitors...
Let me tell you a
short tale. I have the privilege of co-writing and
partnering with one of the worlds greatest
copywriters today,
Michel
Fortin. We have been producing some absolutely
amazing results online.
We have taken sad,
dreary, short-sighted, scruffy online web pages
and created mega-dynamic power-pulling,
profit-busting web pages. One recent client
reported an increase of over 400%
conversion in sales from his site. Another
reported going from a handful of leads every day
to one every three minutes from his site and the
list is endless.
How? Simple. The
pages are written with the client in mind
first and foremost. This has meant for some
getting rid of Flash pages, expensive graphics and
all the other stuff that slows down your buyers.
Next we have to
find out what motivate the visitor or customer. We
find out what turns them on and switches them to
go. Beyond that the page is built around them,
them, them, not, us, us, us.
Bob takes some
motivating, but it wont take much at times. It can
be as simple as a football ticket. That can create
a dynamic response. Your site can motivate
visitors to action. Fact is... it probably wont
take much.
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