Before You Begin

Before You Begin

In this section we are going to talk about the three things that you must research and think about before you even start to write your web pages.

1. Benefits of Your Product

2. Your Target Market

3. Your Target Response

Benefits of Your Product

Before you start to write your web pages, think about the benefits of your products. Sit down with a piece of paper and answer these questions:

  1. What is unique about my product?
  2. What can my product give someone that no other product can give them?
  3. What emotions can I evoke when someone reads about my product?
    • Greed – will it save them money, make them money, make them look like they have money?
    • Leisure – will it save them time?
    • Happiness – does it provide relaxation? (hobbies or travel)
    • Pride – is it something that will make them proud – make them achieve?
    • Health – will it improve health or ease their pain or make them look and feel younger?
    • Belonging – will it make them feel as if they belong to something – an exclusive group?
    • Basic Needs – does it fulfill basic needs – hunger, sleep, love, shelter, safety?
    • Love – does it involve romance/sex?

Out of your answers, create one sentence which will describe the biggest, the best, the most important benefit of your product. Make sure it includes what this product does, that no other product can do.

Your Target Market

Think about your target market. Research them. When you are developing your web copy (the text of your webpages) you will be writing specifically to your target market.

Answer these questions:

  • How old are these people?
  • Are they male or female?
  • How much money do they make?
  • What are their occupations?
  • What is their level of education?
  • What are their hobbies?
  • Are they married, single, divorced?
  • Do they have kids, grandkids?
  • Are they students?
  • What is their level of experience on the net?
  • Have they purchased on the net before?
  • Are they using a Mac or a PC?
  • Which browser are they using?
  • Are they accessing the net through home or work?
  • etc. etc….

The point to asking yourself these questions – you want to get a feel for who you are dealing with. Who are you trying to get to purchase your products or services? You want to know these people as well as you know yourself. You want to talk to them, you want to respond to them, you want to involve them. In order to do this – you need to know who they are.

Cyber Atlas has many great statistics on people who use the web.

According to statistics, your most typical web user is:
A white, male American in his mid 30’s, with an education and making decent money.

I’m not saying that that is who you’re marketing to – maybe you’re not marketing to this type of person at all – just know who it is you are marketing to – and write for that particular character.

Your Target Response

Ok, you’ve figured out who you are marketing to, now you need to figure out what you want them to do – how you want them to respond.

Your goal (how you want your target to respond) for each page or each section of your site may be different. Here are some sample responses that you may want to achieve with your web pages:

  1. Get a person to buy online.
  2. Get a sales lead – perhaps by filling out a form on your site.
  3. Get them to download a trial version of your product.
  4. Get them to send you a check in the mail.
  5. Get them to telephone you.
  6. Subscribe to your newsletter.
  7. Enter your contest.

When you have figured this out – you can write appropriate web copy and lead your customers through a series of web pages that will lead them to acting or responding the way you want them to act.

Another helpful Link

The Three Power Principles of Direct-Response Targetcasting