It’s easy to get confused between the problem your prospect is coming to you to help them solve and what you’re pretty sure is their actual problem.
When you go to the doctor with a cough
She might diagnose you with bronchitis
A common cold
Or any number of diseases
Whatever conclusion she comes to
And whatever remedy she prescribes
Is a relief
Assuming it works
But even if you go to a cough specialist
Her website is not going to come right out of the gate with her best guess at what’s wrong with you
The problem is you’ve got bronchitis and I can clear that up with 1 pill!
See if this helps:
One way to think about stating your prospect’s problem on your website is to state how your prospect would complain about their problem
Or list the “symptoms” of the problem:
- Does it hurt when you cough?
- Hacking up a bunch of gross stuff from your chest?
- Husband can’t sleep because you’re coughing in his face all night? 😉
Stating it in this way doesn’t just allow you to show empathy
It also allows you to get into your prospect’s head using their words
Not yours
And make them feel understood.
I’m here,
Kevin
P.S. It also allows you to wait and sell your prescription until they come in for an appointment 🤓
Having trouble getting your team aligned on your website?
Start by focusing on the one thing you can all agree on:
The Prospect Comes First: 7 Questions to Answer Before You Write One Word on Your Website*
Know someone with a website that’s not converting? Kindly forward them this email 🙂
Any questions? Reply to this email and we’ll get you squared away 🙂
*SPOILER ALERT: A lot of the words from your answers will wind up on your website
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