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Web Genius Blog
Your website is not for the general public, it is for your Perfect Prospect!
It is important to understand that your website is not for the “general public” as so many websites seem to be.
Your website is all about getting Someone Specific to do Something Specific!
That someone specific is your Perfect Prospect.
Your Perfect Prospect:
- Has the money to buy your product
- Has the biggest problems your product solves
- Has the pain that goes with them
- Is actively looking for a cure for that pain
- Is a Persona, not an impersonal demographic profile
- Is a “typical” rather than an “average”
Too many websites seem frightened to draw a line in the sand and speak directly to their Perfect Prospect because they may risk alienating someone who doesn’t fit that profile.
The thinking goes like this:
“If I can make my website appeal to as broad a range of people as possible I’ll end up with more valid prospects, and therefore eventually more customers.”
The problem with this thinking is that the more you try to be all things to all people, the more you end up being nothing in particular to no-one in particular.
As the old Russian proverb goes: “If you chase two rabbits, you will not catch either one.”
You are far better off narrowing the focus and targeting those for whom you solve their burning problems.
The more you can talk in the language of your Perfect Prospect, the more you join the conversation already taking place in her head, and the more you break down the barriers of scepticism that are naturally in place when she first arrives.
That’s why the first thing we do in the Web Genius briefing process is to go through our unique Perfect Prospect exercise, so we can make sure the copy on your site speaks to the heart of your ideal customer’s key questions and what we call “persuasion requirements”.
As the great novelist, John Steinbeck put it…
“Your audience is one single reader. I have found that sometimes it helps to pick out one person – a real person you know, or an imagined person – and write to that one.”
Posted by Richard Calkin on 1st February, 2008 | Comments | Trackbacks | Permalink