Imagine a technology that would let you know exactly what your customers are thinking when they see your ads, landing pages and emails. Lets call it Google PsychoAnalytics. One day you look at your Google PsychoAnalytics reports and see that a majority of your visitors have the same 3 questions:
- Question 1: Why You? – Every SERP has 10 organic results and up to 12 paid results. Your potential customers are asking themselves why they should pick your listing over all the other options. Are you giving them a clear, simple answer?
- Question 2: Why Now? – Maybe they see your banner add on their favorite site or perhaps an email lands in their inbox. They might even be on your landing page right now, but they have a million things to do today and are asking themselves if this is what they should be doing right now. Look at your own pages and calls to action (CTAs). Are you conveying the immediate benefit?
- Question 3: What’s In It For Me (WIIFM)? – This is closely related to Question 1 & Question 2, but is more broad. Make sure you’re connecting the dots from feature, to benefit, to benefit of the benefit. For example: Your CRM software saves sales reps 30 minutes/day which means each salesman closes 1 more sale/week and earns $5000 more commissions/year. Make sure they know what’s in if for them as an individual as well as the company.
As you may guess, Google PsychoAnalytics isn’t coming anytime soon, but you can ask these questions already. What other questions are your customers asking?