Do Unto Others…
Google is very clear that as a web author, you must provide useful and relevant information to your audience. This is Google’s Golden Rule and is the first and most important step in gaining Google’s good graces.
Too many website authors (and owners) worry far too much about Google and forget the real reason why they have a website. Unless your web site for your own pleasure, your web site’s purpose is to provide useful and relevant information to your audience. Sales will follow, but you must have content first.
Google is not your audience; your customer is your audience. Google cares far more about your customers than they care about you. In fact, Google doesn’t care about you at all. Stop worrying about Google (Bing and Yahoo too) and start concentrating making your customers happy instead; do this and good things will follow. (Your rank in Google will most likely improve too!)
Odds are that your business looks much the same to the average consumer as does your competitors. Why should anyone buy anything from you? Is it price, service, location, convenience, or something else? Whatever the reason is, you must be able to answer this face-to-face or online and stand out from the competition.
Except for impulse purchases, every customer weighs and considers their choices before opening their wallets. As a marketer, you must be able to tell the consumer exactly why you are the best choice instead of someone else. You must communicate your Unique Selling Proposition; bigger, better, cheaper, or whatever it is, your web site must answer your prospective customer’s needs.
Needs and Desire
Customers all buy to fulfill needs reasons and desires. You must to show your prospective customers that you can satisfy these better than anyone else can. Maslow’s Hierarchy of Needs gives an insight to the consumer psyche. The better that you can fulfill these needs the more likely you are to make the sale.
If you apply your Unique Selling Proposition to each of your products or services, you can write compelling copy to fill your site with information that will drive sales. How does your product or service benefit your customer? What need does it fulfill? What are the features, benefits, advantages? You need to stand out from the crowd and prove to your customers that that only you can satisfy their needs. If you do this then you will have fulfilled Google’s Golden Rule.
Be relevant, write useful ad copy, fulfill your customer’s needs and desires, and the rest is easy.