Full disclosure: I’ve never been a big fan of articles about
dating and relationships. I don’t know if it’s because most of the advice
should be common sense, or because I’ve always preferred to find love than to
actively search for it. Whatever the reason, I’ve since changed my mind about
dating advice, because it actually turns out to be good business advice as
well.
If you look closely, you’ll see a lot of similarities
between product landing pages and dating profiles. You’ve written a flattering
but realistic description of yourself in the hopes that someone will respond. You
reveal enough to entice, but not so much that the reader doesn’t want to know
more. If you’re having trouble converting prospects into customers, take a few
cues from the world of dating. Have a Killer Opening
Line When you’re looking for a mate, the right opening line can
get you a phone number and a date; the wrong line might get you a slap in the
face. The same is true with your opening line, also,known as your headline. Of course, a casual browser won’t slap you in the face for
writing a bad headline, but he’ll definitely click away and never come back. To
keep them around, make sure your headline does the following:
Push All the Right
Buttons Once you’re actually talking, it’s all too easy to strike
out, either because you made one faux pas or because you’re just not telling
them what they want to hear. The same goes with your content. You already know that your content, whether it’s a blog or a
landing page, should be informative and relevant to your prospects. Here’s what
else it has to do:
Ask for a Date Would you ever start a conversation with someone you’re
attracted to without asking for a phone number or a date? Of course not, so
don’t leave your prospects hanging. Without a call to action, your prospects are left wondering
why they wasted their time on your content, so add something that opens the
door to more communication in the future, including:
Drumming up business isn’t that different from finding a
date. But you can live without a date; your business can’t survive without
customers. Take a few cues from successful daters and use their secrets to woo
your prospects. |
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CategoriesBrand StrategyBusiness Operations Copywriting General Marketing Online Strategies |
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