By: Ashley Gwilliam
Pretend it’s Monday morning. You wake-up, turn on your computer and log into your merchant account. You’re not expecting anything more than the usual: A couple of small orders and several email inquiries from price-shoppers who most likely won’t buy anything.
The page loads. Your jaw drops. And all you can do is say –– Holy sh*t! While you were watching yesterday’s Project Runway marathon, your new site more than doubled your average weekend numbers. You may be wondering:
Can a website really do that?
Absolutely! But it may not be for the reasons you think. The truth is, you don’t need to hire the most expensive Web designer. You don’t need to create the most beautiful site. You don’t even need to have the best jewelry designs!
What you do need is a 24-7 clone who works tirelessly to build your clientele in your absence.
Since the jury’s still out on the ethical entanglements of self-replication, I recommend the next best thing: A website that leverages the psychology of direct response marketing. This is a type of marketing that, put simply, gets your prospects to take action! Though you could literally spend years mastering it, there are a few simple things you can do right NOW. Consistently apply these 5 techniques to your business + watch it thrive:
1. Talk to ONE Person
When writing the copy on your site, imagine you are talking to one person. But don’t just pick anyone; pick your ideal customer. Who this person is will vary according to you + your unique goals. If you’re selling directly to consumers, it could be 35-to-45-year-old women who appreciate the beauty of your nature-inspired designs, regularly attend group yoga classes and rave about you to all their friends! Remember: Trying to appeal to everyone waters down your writing + dims your online presence. Just don’t do it!
2. Tell Your Story
Beautiful jewelry sells well, but purposeful jewelry sells better! People want to know why you do what you do. Be honest, and trust that YOU are enough. Because your story is more than your resume; it’s the combination of your viewpoints, your experiences and the unique facets of your personality. Though it may be tempting to highlight your accolades and gloss over your downfalls, it’s often the latter that provides the greatest points of connection. Remember: Keep it real, and keep it tight.
3. Call To Action
A call-to-action is a clear command for your site’s visitor to complete a pre-determined action. Depending on your needs, you may want her to sign-up for your list, book a free consultation or buy your current promotion. For example, “Click the link below to get a free recommendation on which piece is right for you!” Remember: People are poking around your site because they’re intrigued. Be a good host, and show them around.
4. Describe Your Benefits
Don’t just tell people what your jewelry is made of, highlight the less obvious benefits that come with it. Do you walk customers through a step-by-step process before creating them an original piece? Emphasize how much time they will gain now that they’re not scouring the Internet for the “perfect” piece. Emphasize the peace of mind they will have knowing that you have completely listened to their every desire and are taking care of them. Remember: People don’t buy features; they buy benefits.
5. Stay In Touch
If you aren’t asking your site’s visitors for their email addresses, you are likely losing them forever. Solution? Install an opt-in form and create an email newsletter as an incentive to stay in touch. Depending on your business, that could mean providing them with seasonal discounts, sneak-peeks and useful tips. Remember: You are only limited by your creativity. Keep it relevant + make it fun.
How are you making your website a 24 hour sales rep? What is working for you? What is NOT working? We want to know so please tell us in the comments below.
5 Ways for Jewelry Designers to Transform Your Website into a 24/7 Sales Machine http://bit.ly/Nfgc9F via @flourish_Thrive + @AshleyGwilliam
Ashley Gwilliam is a copywriter + voice catalyst. She relishes connecting the dots between who you really are, what you’re doing and why it matters to the world. She works exclusively with small business owners interested in creating BIG movements. Her services include standout Web copy, sticky sales pages soulful message strategy. Visit Ashley's site for empowering pros, free resources and the occasional music video performance. Connect with her on Facebook + say hello on Twitter.