Ecommerce Principle 4 – Problem Solution Model
Think of the main objective of your website. This is where you get specific and focus on the products and/or services you are selling to the customer. This is about your web design, text and product descriptions. How they answer a question, a fear or a frustration, and offer a solution to a problem your prospect has. This isn’t just about marketing using scarcity as an emotional trigger. It’s about taking it to a deeper level mentally, emotionally and spiritually using emotional drivers in your words, images, marketing and website positioning.
It is essential to decide what role your customers’ positive and negative emotions will play when they visit your website and want to buy. You absolutely want to evoke strong positive (they’ll feel good if they buy) and negative (they’ll feel bad if they don’t) emotions by detailing experiences and results to generate an immediate buying response.
When your potential customer visits your site, they need to find something they can identify with and that will benefit them, remove a problem and offer a solution. You have doubtless heard the saying ‘What’s in it for me. It’s very simple – that is all your customer cares about. What will the product they are buying give them and get them?
If you are promoting a health or weight loss product as an ecommerce store owner, you need to hammer home the negatives (problem) and then offer benefits (solution) your product will give them. It is a great strategy to base the benefits of your product around the current negative situation (problem) your potential customer can identify with, and make the results easy to attain.
A Few Simple Examples are:
• Lose 20 Pounds in 20 Days!
• Discover the Top 5 Secrets to Staying Slim!
• Fast Effective Natural Slimming Aid Accelerates Weight Loss!
• Get back to the Dress Size You Wore in your Twenties!
• Lose Weight The Easy Way!
You need to position and present your website in a way that your potential customers see an immediate benefit for them, so they will be eager to buy and experience the positive result and emotions you are promising. What is your product going to give to them? What will they get from using and owning your product? These are critically important things to think about because that is what your customer will be thinking, feeling and asking…