What's Your Visitor's UPA?
One of my students made me realize something important today. In
fact, his point was so well made since he drove it home using
the very idea he was illustrating. While his comment was general
in nature, it opened my eyes -- I understood how well his point
applied to the Internet. But before I explain it to you, let me
put the story in context so that you can understand what I mean.
In today's class we were discussing the natural human
inclination to illogically and unconsciously assume that there
is a parallel between a part and its whole -- I dub this human
propensity as a UPA (or unconscious paralleled assumption). For
example, if you visit a website whose design is poor or
unprofessional, or one hosted on a cheap server, you will
naturally assume that the business behind it or the products it
sells are just the same.
Poor... Unprofessional... Cheap... Etcetera.
The psychology behind UPAs is simply the fear of making bad
decisions. Human nature dictates: We tend to seek the negative
in what we are considering as to ensure the decisions we are
making are good ones. For instance, when we are about to buy
what a website offers, we will more than likely skim the site
entirely (or at least a good portion of it) to make sure it is
telling us the truth, that it is trustworthy and that there is
no "fine print" that can come back and "bite us" -- anything
contradictory in the slightest.
If something appears to be out of place for any reason (even if
it's just a little thing like a typo), we will tend to leave the
site quickly or in the very least feel uneasy. I call this the
"ketchup principle" (the fact that you will remember the tiny
ketchup stain on a salesperson's tie instead of his impeccable
sales presentation or appearance). As my mentor said to me so
many times: "Mike, remember that everything counts -- even the
littlest of things. Everything."
But UPAs, especially poor ones, can also be the result of people
not fully understanding the meaning of what is being
communicated on a website. While we can certainly read the text,
understand the message in part and learn about the products that
the content describes, the question is, do we truly understand
the *meaning* behind the message? In other words, does the
message mean anything to us specifically?
Too many websites describe the products they are selling or use
a language that only the sellers understand. More than likely,
in such cases buyers do understand the content but they do not
fully grasp what these products can do for them. Why? The mind
thinks in relative terms. It processes information by
visualizing or comparing the information given to things it does
understand.
Keep in mind, words are not actual objects. They are symbols.
OK, let's go back to the student mentioned earlier. At the end
of my lecture, he turns to me and pulls out a chair and places
it beside a class table. He then asks me, "What's the difference
between this chair and table?" I said, "One is to sit on and the
other is to write on." "No!" he shouted. "Not at all."
I figured he was up to something because he is a bit of a
storyteller. He adds: "Mike, you're thinking in relative terms.
Sitting and writing are descriptions of each individual product.
They are functions. They are not differences. The difference IS
their function." He continues: "What's the difference between a
tennis ball and a soccer ball? Not that one is small and the
other is big, which is what most people will say. The difference
is 'size'."
He made an excellent point. In this example, we are not really
specifying the difference, we are only relating (or at best
implying) the difference.
As he explained so well, the mind thinks in relative terms. As a
result it is important to use comparisons, metaphors, analogies
picture words and so on so that the mind can easily and fully
appreciate what is being communicated. I call these UPWORDS --
universal picture words or relatable, descriptive sentences.
With the use of UPWORDS people will understand and retain more.
And of course, UPWORDS will also persuade visitors more
effectively.
For example, to explain the benefit of using a computer backup
device: "This system will save you a lot of frustration if your
computer ever malfunctions. It's like watching your favorite
movie you waited for days to rent at your local video store,
when suddenly your VCR dies and destroys the videotape,
especially when an important scene in the movie was about to
unfold."
Essentially, think of your visitors -- does your website copy
communicate in THEIR language? Do you provide a frequently asked
questions and answers page? Does it explain the product you
offer -- and particularly its benefits -- in relative terms? If
not, then the UPA you will create for your visitors will likely
be one that will lead to disinterest, misunderstanding or
frustration.
Remember that the Internet lacks touch and feel. People cannot
inspect products. Therefore, your website copy has an increased
responsibility -- and more than you might think. Ultimately,
make sure the UPAs your clients make are good ones. If you want
your visitors to assume that your online business has good
customer service, and has a great product that's easy to use,
then make sure your website copy indirectly communicates the
same.
About the Author
Michel Fortin is an author, speaker and marketing consultant
dedicated to turning businesses into powerful magnets. Visit
http://SuccessDoctor.com. He is also the editor of the "Internet
Marketing Chronicles" delivered weekly to 125,000 subscribers --
subscribe free at http://SuccessDoctor.com/IMC/. |
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