One Disease That Is Destroying The Response In Your Direct Response Copy…
There’s no doubt that direct response copy, or the words that move people towards a specific action on your web page plays a large role in the success of your website.
If you don’t believe that, well, sorry…don’t call me when the money runs out.
When examining the many websites my clients use to market online, and other websites that I surf regularly…I find a common theme lying in the “weeds” of failure those websites share (i.e. when a client tells me “my website isn’t producing” etc…).
It’s almost like a disease, hence the title to this post.
What is this disease? (translation: “Joe, get to the damn point!” 🙂 )
I call it “Lazy-research-osis”, or LRO for short.
- Web pages that have no call to action where they should.
- Web pages that have the wrong call to action according to the message (copy or video) on that page, like selling way too soon for example.
- Copy that doesn’t give an immediate feeling of “Wow, this message is directed at me!” to the people reading your message.
- Copy that “feels” like it’s written generically…loaded with “corporate” language. You need to write directly to the people in your audience.
- Copy that “feels” like you didn’t even research your market at all (I mean real market research, not just combing through some Ezine Articles and calling it good). This is a BIG problem on a good majority of websites.
- And on, and on, and on…
So, if your website suffers from this disease in any shape or form…the “antidote” for “Lazy-research-osis” is simple…
Don’t use shortcuts when you’re researching your market.
Contrary to some advice provided on the Internet, don’t just “throw a website up” and try to sell until you’ve completed this research.
Some of the elements of complete market research include (emphasis on some) :
- Talk to people. I can hear the clicks off of this post now, and your “shuddering” when you read that…but yes, actually talk to the people in your market. Ask them questions about what they want when it comes to the product you’re about to bring to market. Find out what drives them emotionally (which is the FIRST reason people buy, not logic).
- Read articles in a number of magazines pertaining to your market. That doesn’t mean read one and you’re done…sometimes when I’m writing copy for a client, I will read 25 – 50 articles (the Borders bookstore here almost knows me by name).
- Develop a general curiosity about life and things in general. Read about a lot of stuff, file away interesting stuff, talk to people you don’t know (if you’re an introvert, get over this fear, people are nice for the most part).
- And yes, part of your research can be done online. Watch the “free” information available though. I subscribe to a few paid research sites, where info is accurate and studied. The Extreme Searcher’s Handbook is a good place to start if you don’t know what I mean by paid subscription research sites.
- And on, and on…don’t stop until you feel you have 5 – 10 times the info you think you would need for your website.
If your website suffers from LRO, real market research is the cure. Arm yourself with more info than you need, because if you don’t, this disease can infect your website in even the smallest “crack” in your content.
So get to it then…I want to see some websites that sing to me people 🙂
Until the next time we look in the mirror together,