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The gun salesperson’s guide to creating great website content

Women in green jacket with short brunette bob smiling

Yesterday I met a gun salesperson. Her name is Jeanie. I don’t need Jeanie’s services right now, but when I do she’ll be the first to know. No question.

So why does Jeanie make such an impact? And what does this have to do with creating great website content?

Because face-to-face, over the phone – or via your website – how you communicate with your customers will make a lasting impression. And like the gun salesperson in your company, your website is your brand.

Follow Jeanie’s example to create great website content

She is well-presented

The second I see Jeanie, I know she is credible. She looks smart, stylish and comfortable. She clearly invests in her appearance.

Although I believe content is king (no surprises there), it’s easy for even the most compelling content to get lost in poor website design.

Does your website design make a professional and credible first impression? Or have you made compromises with your online ‘appearance’?

She is articulate

Imagine how shocked I would have been if well-presented Jeanie spoke her opening line, only to slur her words and use poor grammar.

Of course, that’s not what happened. She speaks clearly, confidently and charismatically. She uses a friendly tone and a familiar language.

Too often, people fail to recognise the importance of the words on their site. You wouldn’t choose an inarticulate or mumbling salesperson to represent your brand. So don’t neglect the words on your website either.

She is genuine

Many salespeople come across as untrustworthy. They’re paid on commission and we think they’ll say whatever it takes to close the deal. Not Jeanie. Why?

The answer’s simple: she listens.

Jeanie doesn’t leap straight into a boring ‘one-size fits all’ sales-speech. Nor does she go on and on about how wonderful she is and how fantastic her services are.

Instead, she asks about me. My business. My perspective. And my time-table. And then she tailors her message to my situation.

On the web, we are also dubious of unfamiliar businesses. Smothering your audience with gloat and self-praise – without listening to them first – just adds fuel to the fire.

Just like a great salesperson, before you create your website content, find out what really matters to your customers. Listen to their needs. And then ensure your website communicates what your business can do to meet those needs.

And remember: let others do the bragging for you.

She is human

Jeanie is a little bit wacky. And she isn’t afraid to let her true personality come through. That’s okay by me. It shows me she’s human. And that makes her more believable – and easier to like.

So try introducing a human voice to your website by using a less formal and more conversational tone. Write more like how you talk

Does the real personality of your brand or business come through on your website?