Title and content
Marketing means the act of increasing the sales capability of an item. To increase the marketability of your products in your online business, you must have an eye-catchy title that gives a descriptive summary of what you are selling. Your title font size & colour should be differentiated from your main text so that your title will be the first thing that captures your viewers’ attention when entering your website.
In your sales copy, you can start off by connecting with your audience and sharing your own experience & concerns with them. Next, your sales copy should clearly highlight (a) the specific attributes (the advantages) and (b) the specific benefits (the end enjoyment goal) of your products & services. You can illustrate how you have benefited personally and this helps to provide credibility for your products and convince your audience that they have found the ideal solutions to the problems. For example if you are promoting Ewen Chia’s Affiliate Campus, you can first connect with the viewers by identifying with their concerns such as scrimping to make ends meet, having a big family to support or lack the know-how to start an online business. You then promote its advantages such as (i) its ability to generate passive income, (ii) no inventory management & inventory cost involved and (iii) no prior business experience required. In your sales copy, you should avoid technical jargons and ensure that your content is easily understood by your viewers.
Design and layout of website
Do note that people tend to scan your webpage, make an assumption about your website before deciding whether to proceed to search for further information. Thus, it is imperative to pass the viewers’ first tier ‘assumption test’ that your website is worth looking at to reduce your bounce rate.
As such, your home page plays a crucial role as the ‘magnet’ to attract your audience and keep them on your website. It is recommended that you identify 5-6 interesting topics and published the summarized content on your homepage with ‘Read More’ links to guide your audience in their search for further information.
You should also design your website according to the preference of your target market. You should create a website that has a theme that your target market can relate to. For instance, if your targeted audience are professional associates, your website must look simple and efficient (because these are the criteria they are looking for), preferably with photos of office setting and people in suits in the background to create a sense of familiarity.
At the same time, it is useful to identify the eye movement of your audience when deciding the layout of your website as well. General, a person will view the webpage from left to right and then top to bottom. The left panel plays the supporting role to the right panel as viewers will stop their glance on the right side of the webpage while the top panel should gives the broad picture of your website and the bottom panel plays the role to guide viewers to other pages. Taking this into consideration, you can locate (a) your title at the top panel with a picture to explain graphically what the website is about, (b) your personal information and testimonials of your products on the left panel (if you opt to have one) in lighter colours to avoid outshining the right panel, (c) content page on the right panel to highlight the main content of your webpage in stronger colours to capture the attention of the viewers, and (d) link to other pages of website at the bottom to guide your viewers to other useful pages in your website.
Note: Your viewer must understand how you layout your website and know exactly where to find the specific information that they are looking for. It is not beneficial if viewers are enticed by your title but cannot find the valued content that they are looking for. It is highly likely that your viewers will leave your website and look for another information source even though your website actually provides the solutions that they are looking for in a corner that they cannot find or aware of.
Tip: Product with the same features can be sold at vastly different prices. It is about how you describe your product attributes and the degree you highlight its benefits that contribute to its perceived value among your potential clients.
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