making eCommerce that works!

Seven words to attract admirers

1. Communication

If your website isn’t getting the results you are looking for it is almost certainly because of a failure to communicate effectively with your potential buyers. Effective communication is the key to success in almost everything you do , inside and outside of your business life. Face to face communication relies to a large extent on non verbal language. Body language, tone, facial expressions etc all help create rapport on both an emotional rational level. Written communication has to work a lot harder to get the  intended message across.

You may have a great product and great ideas but if you can’t get them across via your marketing message  they won’t get you anywhere.

2. Audience

Forget the hard sales pitch and try treating your customers like an audience. A website can be likened to a presentation, a medium for transmitting information and getting feedback from a target audience. And the purpose and objectives are the same, to tell , sell or impel. In the case of your website all three: ‘tell’ provide information on your goods or services, ‘sell’ put over the benefits and advantages of the idea or product, ‘impel’ to trigger buying behaviour and make sure they buy from you. To succeed your message has to be geared to enlighten, entertain and engage your audience. Bombard them with a mass of facts and figures and a high pressured sales pitch and you will only irritate your potential customers and worst still, put them off buying the thing they came to your website to buy in the first place.

3. Focus

Remember the KISS principle (version of) , Keep ISimple & Smart. Don’t waffle and resist the temptation to ‘pad out’ your message with superfluous and boring text. All too often websites inundate, and ultimately completely confuse their audiences with information and statistics, in an attempt to emphasise the superiority and benefits of their product over that of their competitors.

Focus on most important elements of what you have to say and your audience will too.


‘Do not say a little in many words but a great deal in a few’ (Pythagoras)The words used, and how they are put together inform and provide meaning and give ‘voice’ to your message. They should engage the audience on a personal level and make what you want to say meaningful and worth remembering. Its all about designing the pitch and pitching the level.

5. Performance

Communication is more than just words; it’s a combination of language, style, personality, and delivery. Its the old adage, its not what you say but how you say it that makes your message memorable.

6. Personality

Every business has a personality, that hard to define but critical something that people identify with and respond to on a personal and emotional level. The feeling that,” this is an organisation that I  relate to and feel I could do business with – or not! ” There are two main issues here for companies, firstly to recognise what their persona is and secondly to manage and promote it in a positive way. And its not as difficult as it sounds. Really its about saying, what are our values, how do we want to interact with our customers, and how do we want to be regarded by them? In other words what image are we striving to promote and does our current advertising material do that? If not change the words – or change the image.

7. Psychology

‘When dealing with people, remember you are not dealing with creatures of logic, but creatures of emotion ‘( Dale Carnegie).

The real reason people buy things is because it makes them feel good. Its not just goods and services they covet its lifestyle. As in -“using this brand of cosmetics will make me irresistible”, or “owning this car will really make a statement about my achievements and status.”

Despite what they choose to think and often say, for most people buying behaviour isn’t based on cool logic.  Discounts and fast service will  certainly help you to compete, but in the end all those features and benefits are just excuses for buying not the reason.

Your primary marketing goal is to identify the potential for psychological fulfilment in your product and to promote the hell out of it.