Business Website Advice

I fell victim to a common online marketing mistake: over hyped copy. Implied quality. Mental pictures painted with emotion hooking terms.  Lies of omission.

I swallowed the bait, booked 3 nights accommodation online, frowned when I spied the shabby exterior, about cried when I saw multiple holes in the carpet when I opened the front door.  My self-talk said “hmmmm, renovated  must have been back in 1950….I’ve been had…grumble”.   Checked out after 1 night, unhappy, telling my friends. 

Hold on. They could have done better. We can write it differently and avoid disapointment.

Several charming features could have been touted about the old Victorian river-side hotel in the natural hot springs village in southern Idaho. I would have been totally happy with the truth, looked past the holey carpet, if I hadn’t been sold a mental picture of refurbished yesteryear glory and expectations very different from the reality. 

Create customer satisfaction when you under promise and over deliver. You probably have heard it before. It’s the formula for success promoted by business guru, Tom Peters.

The fix:  take an honest look at what IS, sell that in your copy, don’t hype the could be, which will lead to definite disappointment and dissatisfaction. 

How do you look objectively. Listen to comments. Ask for suggestions on what to change. Ask about first impressions.  Listen to what is said.  Don’t hear just what you want to hear.

It happens too often.  That’s why Trip Advisor and independent real people forums are so valued because we expect ‘real people like us’ to tell us the truth.  Testimonials sprinkled around your site help too.

Tell me your stories. Have you swallowed hype-bait too?�

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