An improvement in search engine optimization and more online business, can result from giving more structured thought to on page text in relation to product benefits and unique selling propositions.

Well written copy has a dual purpose. It has value with the search engines and it converts visitors into on-line business. But a person must first of all understand a number of important factors about what causes people to buy. The causes are the same whether the selling is done face-to-face or online, however when you are relying upon on page text to get all, or a part of the sales/marketing job done, there are special challenges.

It is important to understand that buyers are normally in one of two modes (a mode = a frame of mind); either they are in a REACTIVE or CONSIDERED DECSION MODE.

Reactive Decision Mode

When a person is shopping in a supermarket they are normally in a reactive decision making mode. This is characterized by very little discussion with a sales clerk, they react to recognized brands and they are very cost/price conscious. This can be accompanied by ‘impulse’ buying because of specials, discounts and very effective merchandising.

Whenever a person is shopping for a low-cost retail item, they are almost always in this reactive decision mode (RDM). When there is interaction with a sales person it is normally a very brief conversation because the mindset of the buyer is fixed upon a prior decision to purchase a particular brand or item. A stubborn unwillingness to discuss alternatives is often apparent.

Corporations spend millions with advertising companies in the hope that they can persuade people away from existing brand loyalties.

Low cost retail is very much RDM

Considered Decision Mode

When a person is looking to purchase an item of substantial cost or that requires some thought, they will normally be in a considered decision mode (CDM). In contrast to the rdm, this situation is characterized by considerable dialogue, a willingness to discuss to alternatives, the opportunity to influence the buyer, a focus on value rather than just cost or price.

Just in case you are thinking this!

To some males, a tie, even one that is of low cost, might be a considered decision. Why? Because some males place a lot of importance upon dress standards, color coordination etc. They see even an inexpensive tie as impacting the way they appear to others. Similarly, an inexpensive perfume m ay be the same for a female.

For a person of great wealth, the purchase of a Ferrari might simply be a reactive decision.

There are exceptions to most rules! But we will not be dealing with the exceptions.

What is to be understood by the existence of a RDM and a CDM?

Simply this! In the creation of your on page text, you will need to give very careful attention to the way in which you describe your product and service, and the motivators you use to influence buying decisions.

Let me explain?

1 .With a RDM product or service, you will want to get to the point quickly…visually. MAKE A BIG CLAIM, emphasizing why your product is the best on the market, better than other leading brands, offering better price/performance. You may need to provide an inducement (special pricing offer/discount…two for one etc) to motivate the person to purchase now.

Note: In RDM situations one of the major motivators to buy now can be, ‘HOPE OF GAIN’, or ‘FEAR OF LOSS’!

For example: ‘THIS PRICE FOR NEXT 25 CUSTOMERS ONLY’.

(Remember to vary the ‘special offers’?)

PLEASE UNDERSTAND THAT WHERE THERE IS A REACTIVE DECISION MODE THERE IS A PERSON WILLING TO BUY RIGHT NOW. The challenge to convert is yours.

2. In the case of a Considered Decision Mode the motivators function differently. Usually there is more contemplation by the prospect. This contemplation is influenced by what they read. You may be selling online, or you may want to bring prospects to your place of business. Because this is a significant decision for the prospect, there is often far less likelihood of impulsive decision making.

You will need to understand the contribution your product/service normally makes. This can be determined by asking the question: “What is important to prospects that purchase my product/service?” While price is always relevant, in considered decisions it can be more relative than in reactive decisions.

So, if the issues for these prospects are normally things like reliability, security and maintenance, your home page will reference these topics in an appropriate manner, including some brief, but powerful text and a link to the page where the full story on this aspect can be accessed.

Note: In both cases, whether RDM or CDM, one of the problems is in balancing the technical aspects that impact upon the ranking of your site, such things as keywords and phrases, keyword density, links, tags, etc. with the text that is necessary to convey a powerful message that will maximize your chances of achieving your objective…

• (i) To do more business online, or,
• (ii) To use your internet marketing strategy to bring more prospects into your place of business, or,
• (iii) To successfully provide information and advice to those who visit your site.

Please remember that search engines rank the sense of text as well as the technical aspects. Therefore the effective and efficient use of good copy is also an important part of search engine optimization (seo).

Related Posts

• Why People Buy (Your product solves a problem) - By Leo Talbot
• Why people buy - The lifestyle factor - By Leo Talbot
• Defining Selling - By Leo Talbot

This entry was posted on Wednesday, August 3rd, 2005 at 8:42 am and is filed under Ecommerce. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.