Today I met with a prospective client and she told me that another company tried to give her a sales pitch. She said she didn't want to be sold to.
I agreed immediately, who really wants to be sold to? No one that I know yet there are certain industries in particular that are all about the selling, car dealers for example. Then there are also certain sales people who only push for the sale, they don't really get to know what the customer wants or needs. And I'm sure you've all come across websites that just give you the grand sales pitch without any real, objective information.
My perspective is this: I'll give you any information you want to know. There are no secrets about what we do here, you could do it yourself if you wanted. So if I tell you what I know and give you advice to help you get the most from your website then, if nothing else, you'll be able to make a good decision about who to hire -- even if it isn't my company.
People like to buy from people they like. What better way to create the feeling of approval than to give people a little help.
When you are putting together the content on your website, don't think in terms of the "sell." Instead, think in terms of "what would I tell my friend if they were considering this purchase." Because you would surely give your friend all the facts, everything you knew and recommendations about different brands. Think in terms of what the competition doesn't want their customers to know. Is it really a deep secret that you can get a hot tub for less if you get it direct from the wholesale club? No! What the customer buys is not a hot tub but your delivery and set up, your commitment to being there if any trouble arises, your friendship on a professional level.
Want to sell more on your website? Just remember to be up front, honest and give people all the information they need to make the best decision. They will thank you in the end by doing business with you & your company.