Your job is getting them to know what they never knew they wanted.
If your website comes right out and tells your prospect
We sell this!
They might think:
That ain’t what I want
And bounce.
If your website says:
We sell this!
And your reader thinks
That IS what I came for!
You’re still no further ahead
Because you haven’t put any value
Behind your price.
On the other hand:
If the very first thing your prospect reads is about a problem they did not know that they had
But one that feels awfully – even painfully – relevant
It might be just enough to get them to drop what they came for
And keep reading.
If you can cause that kind of disruption:
Your page will begin to add value
Drawing your prospect in
The deeper down the page they go
Eventually forgetting all about the problem they came to you for in the first place
Until …
Somewhere …
Down there …
Near the verrrrry end
And only because you led them this far
They see it
Right there:
Their poor
Sad
Pathetic little problem
That they now realize
Would’ve been a total waste
Of both time
And money
To solve.
I’m here,
Kevin