In the past this was common practice. Provide all the information possible, leaving you to only close the deal. But customers today are split into two categories. Those who like to do it totally online without any personal involvement, and those who like to ring and chat about the product and feel like they're being "woo'd".
So when you're creating a website or brochure, the idea is to provide just enough information to entice, with a very prominent call to action, without the feeling of "being sold to".
So here's a couple of tips to help you check you're not overwhelming your clients with too much information.
- Is there more than 30% of the space available (on a website, that's per screen) using text
- Are there any questions left for the client to ask my sales staff?
- Have I told the client what to do next? ie: book now, call us, download, buy etc...
- Can I replace some descriptive text with an image?
- Can I replace some descriptive text with simple bullet points?
If you would like some assistance with your marketing, Askew Vision is quite happy to help out.
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By Andy Kahle
This blog article has been inspired by reintroducing the KISS method into marketing.
