In my last post, I started telling you about “Jenny”, a woman with a condition called rosacea, which makes your face appear red.
When a client of ours, a private dermatology clinic, sent out an email featuring the story of a rosacea patient they had helped, “Jenny” wrote back, pouring her heart out.
Just like the woman in the email, the chronic condition had hit her confidence, given her depression and made her reluctant to leave the house.
“Nothing has ever resonated with me as much as your email,” she wrote, asking for a consultation.
Her response was proof of just how powerful marketing can be when it hits the mark emotionally.
But there was another line in Jenny’s email which is worth quoting in full.
She wrote: “I have been checking the [clinic] website constantly for about a year now and I think this email is the final push I need.”
It’s pretty shocking, really.
This woman – who hated her condition so much that she was “constantly in tears” – had been toying with the idea of seeking help from this clinic for 12 full months.
And yet nothing on the website was compelling enough to make her take action.
How many web visitors do you have, who return to your site again and again, and yet never press that “Enquire now” button because what they read just doesn’t quite hit the spot for them?
How much money are you leaving on the table, because you are failing to convert all those web visitors who are 98% sure they want your help – but are held back by niggling doubts?
For every lead who is absolutely certain they want your product or service and is simply hunting for the right provider or the right price, there are probably a dozen others who are thinking about it, but like “Jenny”, need that tiny final push.
If you could reach even a small percentage of them, you would substantially increase your company’s turnover – all from existing traffic.
Companies are increasingly aware that they need to make their marketing appeal emotionally, not just logically. The problem is that when they do this, they tend to focus on their emails, advertising or special campaigns.
They rarely think about the messages on their website.
That may be because the text on a website tends to stay stagnant for years – so there’s very little opportunity to make changes.
Perhaps companies feel that they can speak from the heart over email – which is by its nature a more personal medium – but need to sound more corporate and formal on their website.
Or maybe they believe that they can be creative in their advertising, but are not sure they have the same freedom on their website.
Well, you do! And as “Jenny” shows, you must use it.
People are not logical. When they decide to buy from you, it is more often than not because of what they feel – not just what they think.
If your website doesn’t move them; doesn’t inspire them; doesn’t make them feel, deep down, that their life will be better after buying from you – how much business are you missing out on?
Appeal to their emotions. Give them that final push.
