Text Sells - Know Your Customers, Add What’s Missing
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Different kinds of customers need different kinds of products – and quite possibly different kinds of information. It’s unlikely that the needs of a big-budget construction project manager are going to be the same as the needs of an owner-operator of an excavation construction company – but all either of them would get, the way the client’s site currently stands, is a picture and some technical specs. That’s probably not enough for either of them.
Keep in mind that this client sells both new and used equipment. If you’re going to purchase a drill that may cost hundreds of thousands of dollars, you’ll want to make sure that money’s not going to waste. You’ll want to know what it’s done (if it’s used), what condition it’s in, what kinds of jobs it’s good for, what kind of guarantee it comes with, whether replacement parts are available (and from where), what brand it is, how good that particular brand is…do I really need to go on?
Actually, I do. You see, I was just talking about the products. Now we get to the company. You’re not going to buy from a company you don’t trust. And you’re buying these things at a live auction. How long has the company been in business? What kind of reputation does it have? What do their customers think of them? What do you need to know when you go to one of their auctions? Is everything sold “as is” or is there some kind of protection if there are problems with the item? In short, why should you trust the company?
All of this information needs to be added to the client’s web site. That’s a lot of writing, but it’s hardly a waste of time. Not convinced? Let’s look at a couple of other businesses where it could be argued that pictures tell the whole story: real estate and art sales.
Next: Words and Pictures Working Together >>
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