How Not to Launch Your Company Website
I received two awful sales emails recently from printing companies
Both companies were launching new websites. The first one was titled "Exciting New Website" and the other was very similar.
So why did I rate these emails as a fail?
All communication should be about the customer, not you
When I received these emails, the first thoughts I had were:
- "Why should I care about your website?"
- "Why should I visit your website?"
- "What’s in it for me?"
These e-mails were centered on the company, not the customer.
Here’s a way to do this better
Here are some headlines which would be more customer focused:
"Announcing an important new customer resource"
Naturally, you would need to follow up with all the elements that would be useful to a customer.
"Seven case studies on how companies have grown their business by using print"
Your website should have some great case studies to persuade prospects to use you, shouldn't it?
Both these headlines offer something for the customer. The website has to deliver. But if you don’t have that sort of information then you should urgently review your website anyway!
PS: Find out more ideas on how to increase sales with today’s buyers: download my free e-book: "Ten Common Print Selling Errors and What To Do About Them." You’ll also receive my regular "Views from the print buyer" bulletin, full of ideas on how to sell print effectively.
Many printing companies are frustrated how hard it is to engage buyers in today’s world. That’s where Matthew Parker can help. He is a gamekeeper turned poacher. Parker has bought print for more than 20 years and received over 1,400 print sales pitches. He now uses his buyer’s point of view to give practical advice to printers. He helps them engage with prospects and customers to create profitable relationships.
Download his free e-book, "Ten Common Print Selling Errors And What To Do About Them" and check out his recently launched book, "How To Succeed At Print Sales: Setting targets, planning the right activities and making sure goals are met."