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.