Learn to attract your customer's attention

Low click-through rates, high bounce rates, and few customer leads. Sound familiar? Confused, bored visitors aren’t going to stick around your site—and they’re definitely not going to turn into customers. Wake web visitors from their keyboard nap and use your words to create an invigorating, captivating website! This Afternoon Snack highlights TWO kinds of things you can delete from your website RIGHT NOW to refund that one-way ticket to snoozeville: 💡 A disingenuous, people-third solution sure to sabotage your success: https://www.jargongist.com/post/valueproposition 💡The most neglected page on your website: https://www.jargongist.com/post/neglectedwebpage

White papers and case studies are such a powerful driver of customer interest. But so many companies see them as a simple checkbox on their to-do list and don’t give them the creative care they deserve. So they end up reading like droning textbooks or a monotonous mumble of laboratory findings. Are your white papers putting your customers straight to sleep? Bust the dreary lullaby model! White papers and case studies can be an awesome way to drive new business. This Afternoon Snack dives into 4 slices of advice to spice up these dull documents and start attracting customer interest! Here’s more tips and tricks to enliven those boring white papers for good! 💡 How to structure white papers that get attention: www.jargongist.com/post/whitepaperstructure 💡 B2B content that attracts customers: How to promote case studies, articles, and white papers: www.jargongist.com/post/contentpromotion 💡How to write white papers that don’t send your customers for a nap: www.jargongist.com/post/nonsnoozywhitepapers

I was going to share a few working from home tips, but I decided to say the truth instead: if you need to work in bed in your pajamas until noon—just go ahead and do it. So many entrepreneurs and small business owners rail on impossible-to-achieve schedules as if infinite productivity is so easy to achieve—if only you worked harder. Quarantine can feel isolating, quarantine can feel strangling. Instead of posting a top 10 list, I decided to chat (actually completely off-the-cuff for once) about how it is challenging for me, challenging for you, and how we can all stop striving for the ludicrous modern goal of “looking busy.”

A value proposition is a powerful way to let people know why your business exists. But instead of writing one that screams from the rooftops and inspires customers, most companies murmur softly in dry, boring, robotic, and snooze-worthy words. 🚨 If you’re “leveraging,” “harmonizing” or offering a “world-class solution,” your value proposition needs a wake up call. In today’s Afternoon Snack we dare you to throw away that stuffy thesaurus and quit translating your powerful, conversational soul into a dull pile of business jargon. In this Afternoon Snack, we share the top 3 easy ways you can speak courageously, and make big changes in your business just by explaining to the right customer what you do in a clear, concise, and personable way. Turn over a new leaf for your business! Check out even more info, packed with awesome examples: https://www.jargongist.com/post/valueproposition

Most people have an extremely challenging time grappling with and visualizing numbers. Let’s chat about some tips, tricks and ‘totems’ for creating compelling marketing messages when you’re working with a lot of numbers and data. *** Check out the full post, “Are you losing sales by giving your customer too much information?”: https://www.jargongist.com/post/marketingnumbers *** Want to learn more about the referenced study, Blinded with science: Trivial graphs and formulas increase ad persuasiveness and belief in product efficacy"? https://journals.sagepub.com/doi/abs/10.1177/0963662514549688 *** Then watch this guy make huge foods: https://youtu.be/syH0oN_B4g0

This week, we answer the question, "Where do I put tech-heavy resources and spec sheets on my website?" Squeezing and shoving more positive claims into your product description gives you more credibility, right?? Actually, it has the reverse effect - the more claims you add, customers begin to view the information with more skepticism. We take a look at the study, ‘Three Charms but Four Alarms.’’ Three product claims dazzle and attract customers, while additional information is perceived with skepticism. With highly technical products or services, there are often detailed data and technical spec sheets that need to be shared somewhere on your website, but they risk overwhelming your customer. It’s important that that ‘somewhere’ isn’t a threat to your sellability. We share some great examples of how to smartly blend tech-heavy data sheets with your offering’s most attention-grabbing features. *** Check out the full post, “Bonus Tips & Tricks: 5 Smart Strategies for Blending Tech Heavy Data-Sheets with Attention-Grabbing Features” for more strategies and an up-close look at the "Techangle Rule": www.jargongist.com/post/techheavydata *** A refresh on how to organize your product’s slam-dunk “wallet-opener” features: www.jargongist.com/post/toomuchinformation *** Want to learn more about the referenced study, “When Three Charms but Four Alarms: Identifying the Optimal Number of Claims in Persuasion Settings”?:: https://pdfs.semanticscholar.org/7c1d/cf38f82ac2a4f62ab5b1abeeacf7ddb9260f.pdf

Too much information can overwhelm your customer. When you’re the mastermind behind a new innovation, it can feel nearly unbearable to eliminate product features from the list, but it’s proven - adding in extra features detracts from the goal of capturing your customer’s attention. Our brains make nearly 35,000 decisions a day - and wading through endless product features to determine why your offering is worth it will not make the cut. Your website should help customers through the process of making the best choice - not assign them a hefty research project. Here’s a little walkthrough of this week’s blog post, demonstrating some really cool strategies for curating your product features to help the customer through the decision-making process. *** Check out the full post, “Are you losing sales by giving your customer too much information?”: https://www.jargongist.com/post/toomuchinformation *** Want to learn more about the referenced study, “The Presenter’s Paradox”?: https://dornsife.usc.edu/assets/sites/780/docs/12_jcr_weaver_et_al_presenter_s_paradox.pdf