Realize the Power of the Written Word: Web Site Face Lift: Writing Exercises

Judy Cullins c. 2003 All Rights Reserved.

If your Web site has been up more than a few months, and you
haven't gotten any business, consider reconstructing it so it pulls
sales. Here are four writing exercises you must do before you
hire anyone to lay your site out.

1. Know your specific audience, their needs and desires. This
profile needs to include their problems, interests, values and how
they like to receive a service.

2. Use a worksheet to preplan your Web site. Include
your purpose. Do you want to make money, gain credibility,
share your unique message?

3. List at least 10 benefits your service provides. Discover the
five best benefits. Too many coaches and speakers don't know
how to talk sales language for their services. They mistake
features for benefits. Features don't sell, benefits do.

4. List 5-10 features too. These are features:

-you offer phone sessions for the convenience of the client
-you email back up support and information to help solve a
particular problem
-you take quick phone questions in between coaching sessions
-you give a specific strategy session to accomplish a client's goal

5. Connect your five best benefits with your best features--the
how you will accomplish the benefits. Includes: 5 Tips to..., 7
Steps to..., 9 Ways to....

Create a variety of headlines that have marketing pizzazz. They
can be in the form of a question, a command, a shocking
statement, but they are all full of specific benefits. "Quadruple
your Online Income" is not enough. You must show how much
time that takes.

Create a picture of the outcomes your client will see, hear and
feel. You must touch your potential client's soft spot--that nerve
center that says Yes, I want that!

Tap into your creative side, either with a friend, associate,
or a Web coach who knows this uncharted territory--the language
of sales.
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Judy Cullins: 20-year author, speaker, book coach
Helps entrepreneurs manifest their book and web dreams
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