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this week's Marketing
These days, too many marketers who have something new to
sell choose a Wordpress template whose looks they like, fit
a couple of paragraphs here and there into that format, add
a "Buy" button and consider their selling job done.
A skimpy pitch can generate sales when followers already
feel bonded to the marketer from being on their list or
having happily bought from them previously.
Rarely, however, are just a couple of paragraphs enough to
sell something to strangers (or cautious followers) when the
item costs more than $20.
Often when I land on one of these minimalist sales pages
after hunting down a company from a mention in an article,
blog post or podcast, I can't even figure out precisely what
the offering is. Missing too are how it's different from
and better than similar items, what credentials its creator
has, how the offering is going to improve my life or my
business, and why I should trust I'll get my money's worth.
By not addressing such angles because of a belief that
"less is more" or "less is enough," you lose out.
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