|
Why don’t visitors trust me? Counteract 7 obstacles to trust
Legitimate concerns prevent people from trusting online information providers
and business operators. Identify their worries and discover strategies to allay
their fears:
- Inaccurate information
People are worried that information could be erroneous or out-dated. In some
instances, it could have serious consequences: academics could lose their
reputation by quoting unreliable data; business owners could take regrettable
commercial decisions based on groundless advice; people could endanger their
life by trying unproven or dated remedies. Make sure your web content is fresh
and well-researched. When necessary, quote the source of your information,
insert the date when your content was last updated and add a disclaimer.
- Misrepresentation
People don’t like to be duped or mislead by biased information. Any affiliation
or sponsorship should be disclosed. Differentiate objective content from
advertisements by grouping adverts under headings such as ‘paid advertisements’
or ‘sponsored links’.
- Unscrupulous website owners
People are worried of fly-by-nights, business owners that offer false promises
and disappear into cyberspace once they have obtained people’s information or
money. People fear being left without customer support or after-sales service.
Dissipate their fears by giving your physical address and phone number. An email
address is not sufficient. Respond promptly to emails and phone calls.
- Spam
People are hesitant to disclose their personal details. They worry that the
confidential information could be sold and they would receive loads of spam
messages. Display a concise privacy policy statement beside each web form
requesting information from your visitors. This policy should state that the
information solicited will not be disclosed to third parties and that it will be
used for the sole purpose for which it was requested. Be fair. A permission to
download a freebie is not a permission to subscribe to your newsletter unless
clearly stated otherwise.
- Fraudulent use of credit card details
People are uneasy to disclose their credit card details for fear the information
could be misused. Reassure customers by explaining your security measures, such
as the transfer of data through a secure server and the safe storage of their
trusted information.
- Virus
People are frightened to download files that could damage their computer. Choose
file formats that are relatively safe to download, such as PDF files, and avoid
Word documents, Excel spreadsheets and .exe files because they are notorious for
nasties.
- Failure of website functionality
People dread having an error message or losing the information while completing
a survey, contact form or order form. A well designed and maintained site will
reassure people who are disclosing their confidential information.
Professionalism goes hand-in-hand with trustworthiness.
Once people are on your website, build their trust by allaying their fears and
win their business.
© 2005 Henriette Martel-Lawson
|
|
The Anatomy of Hype
By Marcia Yudkin
On a copywriting board I frequent, someone expressed
bafflement that several respected marketers criticized the
tone of a sales page he wrote. "Why did they apologize to
their subscribers while linking to my pitch? This approach
sells," he said.
Hype was the problem. If you use the following tactics,
many educated shoppers cringe and go elsewhere:
- Overblown claims: "If You Can Write Your Name, You Can
Write a Book in 30 Days - Guaranteed!"
- Overexcited tone: Lots of exclamation points, phrases in
bold capital letters with underlining and a drumbeat of
emphasis. "Programmers poured out their TOP-SECRET
strategies that you, too, can use to earn a GATES-LIKE
FORTUNE in the software business!!" "Take out your credit
card and order RIGHT NOW!"
- Unsupported and extreme superlatives: "The most important
new product launch, ever."
- Adjectives and adverbs you would not encounter from Exxon
or IBM: "Mind-blowing" "Exclusive" "Huge" "Incredible"
"Wildly" "Literally" (necessary to distinguish truth from
hoopla).
- Exaggerations: "They've made millions under the radar."
(When most haven't made that sum and the "secrecy" is just
not having been asked.)
- Sounds impressive but untrue: Calling someone a best
selling author who has not appeared on a recognized best
seller list.
- Lack of qualifiers: Statements that should include a bit
of back-pedalling but don't. It's really not "all," "only,"
"never," "sure-fire" or "will."
Marketers who favour a style full of hype argue that the
numbers prove these techniques succeed, whatever the
audience. When they tone down the pitch, sales drop. When
they toss decorum to the winds and reinsert that hammering
excitement and the fervid embellishments, sales return to
previous levels. Case closed, they say.
Assuming their numbers are valid, this argument does have a
point, but one of limited relevance to many situations.
Hype may sell, but it may also undercut other business
goals, in these ways:
- Reputation: In whose eyes do you want credibility? Use
this tone and you can expect snickering rather than respect
from established journalists, academics, Fortune 500
companies, most people with postgraduate degrees and
colleagues who use any of those groups as their benchmark
of respectability.
- Partnerships and opportunities: If you're aiming at joint
ventures with banks, universities, community organizations,
trade associations and the like, hype counts very heavily
against you. You may also endanger your chances of getting
a contract from a major publisher if that's among your
goals.
- Trust: Are you aiming at a one-time sale or a long-term
customer? Hype works better in the former situation,
especially where a buyer believes they can obtain a refund
if the purchase doesn't live up to the promises.
- Staying out of legal trouble: Some of the techniques
listed above either flirt with deception or cross the line
to lies. The other day I read through a Federal Trade
Commission judgment against an Internet marketer for
deceptive marketing and believe me, this is wrath you do
not want to bring down upon yourself! Make sure you have a
nitpicky lawyer to vet your copy if you favour a hyped
style.
Please note that it's possible to use a hard-hitting,
dramatic direct marketing style with descriptive bullet
points, calls to action and so on in connection with
entirely truthful and completely respectable copy.
Hype does sell. But that's far from settling the issue of
whether or not you should use it.
About the author: Marcia Yudkin (marcia@yudkin.com) is the author of 6 Steps
to Free Publicity, Persuading on Paper, Web Site Marketing
Makeover and other books on business communication. She
mentors business owners through http://www.MarketingForMore.com
and mentors organizational marketing managers through
http://www.MentorForMarketing.com. Sign up for her free weekly
newsletter on creative marketing at
http://www.yudkin.com/marksynd.htm .
Article Source: http://EzineArticles.com/
|
|
Software review: Ms Agent Javascript Editor
You will be amazed at the response you will get from visitors to
your website!
MsAgent Javascript Editor (MJE) uses Microsoft Windows®
technology to bring ordinary web pages to life using MsAgent
characters similar to the Paper Clip or Microsoft Office
Assistant.
MsAgent characters can show visitors what is important on your
site and direct them to additional information about particular
products or services. They can greet them and ask them to sign
up for your newsletter or download your latest software
creation. Tell them ‘What to buy’ and ‘How to do it’! The uses
for MsAgent technology is endless.
Perhaps you should meet Merlin to understand how worthwhile
MsAgent characters can be. Merlin is irresistible, useful and
talented! Because I cannot use javascripts in this newsletter,
turn on your speakers and come with me to
http://www.marketingcues.com/tools/MsAgent/MsAgent.htm. This is
a special invitation for a bit of fun and marketing
opportunities. But you need Internet Explorer to view Ms Agent
Merlin.
MJE comes with Full Master Resell Rights. This means that you
can sell this software on your website, like I do, and keep 100%
of the profits. With the purchase of MJE, you get a bonus
software Page Translator that also comes with Full Master Resell
Rights. The software package includes templates for your sales
web pages.
Merlin can be an asset for your website. MsAgent characters
offer great marketing potential but use them wisely and in small
doses.
|
