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Removing buying obstacles

October 02, 2008 | Internet Marketing

Ever wondered why your competitor sells more of what you both sell than you do? It may be that you�ve inadvertently set up barriers that keep your customers from wanting to take that final step to purchase from you.

You know your product so well that it�s hard to keep from sharing everything, but everything, about it. This is a pretty costly mistake in that space on printed pages has become expensive real estate. But even with a Web site, too much explanation leads to your product looking more complicated than it really is.

People don�t want complication to garbage up their lives; they want things that make life more fun, more reasonable, less complicated and just plain easier. And frankly, if you look like a complicated solution, they�ll look for something that does the same thing, but doesn�t look as difficult to deal with.

The word here is simplify. Take your longest copy blocks and pare them down to this: What will it do for the customer? What is the benefit for them. Then follow up with what�s different about it. Bullet points are great, but keep it down to the top five to seven ideas. No one wants to read a dozen.

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