Every interaction on your website is a ‘deal’. And it’s basic human nature to want to come off best in a deal. But look at your website offers, or your email promotions. Who appears to be the winner in each deal? Most of the offers which I see appear to favour the supplier, not the customer. So is it surprising if the takeup is low?
Let’s look at a couple of examples.
“Click here to request our company email newsletter”. Now, I don’t know about you, but most company newsletters are really boring. They’re produced by the marketing department because they’re expected to, and because having one keeps the MD happy. There’s little in them to interest the customer which couldn’t be done more efficiently in a sales letter. So even if your company newsletter is an exception, and is genuinely useful to its recipients, they’re not going to believe that unless you show them. In exchange for something they doubt will be useful, what are you asking for in the deal? Their email address and permission to bombard them with goodness knows what else. Some companies even want more information than that. Who’s the winner in the deal? Not the customer.
“Need more information about this product? Contact us using this form”. Just imagine that all the prospect wants to know is something simple, which probably should have been on the website in the first place. It’ll be no effort for you to tell the prospect the answer, and they know it. But hang on, what are you asking for in return? A completed form which requires the prospect to give you every possible way of bugging the hell out of them in the future – phone, email, address, you name it. Who’s the winner here? You again. And the prospect knows it.
It doesn’t have to be this way. How can you make the deals seem like they’re favouring the other party?