In talking about this, we need to start here…in the world of 2017 we are suffering from a chronic case of attention-deficit disorder. You could say…some have the attention span of a goldfish these days.
Everybody is screaming for attention, very few get it.
So when it comes to getting conversions and making a sale, you must first convince your prospects and/or customers to give you their attention (generally, business owners don’t have traffic problem, they have a conversion problem).
But attention – yours, mine, and the rest of the world’s – is becoming as scarce as unicorns. Why is is so hard to get attention these days? Let’s consider a few reasons for the ADD we seem to be suffering from these days
- Which do I want…the red one, the yellow one or the multi coloured one? Prospects and customers have never had so many choices for solving the problem they have or getting the solution they need. Too much choice leads to to overwhelming analysis and paralysis. And for you that means lost sales.
- Online loss of focus. Being connected 24/7 leads to a condition called continuous poor attention spans. This is happening all around us due to people trying to pay attention to everything at the same time.
- The advertising garbage dump. The attempt by advertising to fill any blank space with persuasive messages to get people to buy their product has caused us to become blind due to ad clutter. We simply block it out. And we can literally do this as well!
- Technology overwhelm. Continual advancements in computers, phones, electronics, software drains our attention more and more and we try to keep up with what’s the latest and greatest. Talk about a world that is running too and fro!
- Information overload. Even though we are already overwhelmed, buried in information and deafened by all the voices pleading for our attention, and are already unable to discern what’s valuable and what’s a waste of our time and attention… more and more information is being produced and some if definitely polluting the digital highway.
- Interruption overload. The constant barrage of interruptions – phone calls and text messages … e-mails, instant messages, social networking sites like Facebook, push messaging – it all drains our energy, blurs our focus and blocks our ability to stay in a flow state. Some people can’t even have their muesli without a mobile in their hand.
Attention has become the scarce resource of the information economy. This is critical to understand for any business owner, like yourself. If you figure out how to get attention in today’s world, you’ll be a winner. If you’re not even aware that there is such a battle for attention, you will be clueless as to why your business is not converting visitors into sales online, like you’d like.
Let’s consider this example…the average chain store grocer according to Quora has approximately 38,000 products (just think about how many different forms milk takes these days) and the internet has over 500 million websites with billions of pages. Every day hundreds of thousands of pieces of new information become available – each one demanding attention. Need I say anymore?
- A prospects attention has tremendous value
- Attention is hard to get, especially online
- As the days pass, its gets harder and harder to get attention
Before deciding whom to give attention, people decide whom not to give attention.
The fact is, people don’t like so called “pushy salesmen.” Nobody wants to give you attention so you could sell them something, they need to be psychologically ready to buy, and most importantly you need to make this process as easy and intuitive as possible for them.
If you’ve got a “clunky, distracting” website or eCommerce store, prospects will end up abandoning because it’s all too hard. It’s not a pleasant experience, it detracts from trust and they’re not gonna waste their time and attention on you, and worst of all you may not even know this.
So whom and what do people pay attention to? Research has found the following when it comes to trust:
- 78% trust recommendations from other consumers
- 63% newspaper articles
- 61% consumer opinions posted online
- 60% brand websites
- 56% television
- 56% magazines
- 54% radio
- 49% emails they signed up for
- 38% ads before movies
- 34% search engine ads
- 26% online banner ads
So if people don’t trust you, and trust their friends – you need to have ways on developing professional as someone they may buy from.
Let’s say your BMW is making funny sounds, and since you don’t know much about fixing a BMW yourself, you take it to the nearest motor mechanic. The “experts” there examine the car, and tell you that in order to get it running properly again you need to get this and that fixed, replace all these parts, and a bunch of other stuff. And it’s gonna cost this astronomical amount of money.
Now you might believe them, but you don’t trust them. What if they’re just trying to do a number on you and rip you off? Or maybe they don’t know that much about your model of car and diagnosed it wrong? There’s a good chance you will take your car elsewhere and get a second opinion.
Now let’s turn this story over. Your BMW car makes funny sounds and you happen to know of a guy that knows a good deal about cars. You’ve known him for quite some time, he has helped you many times before, and he has your trust. He has fixed cars of your friends, and everybody is happy with him.
Now when he would tell you that you need to replace this and that in your car to keep it going, you would listen, right? If he would advise to start using a different brand of oil, you would take note of it. You would be candid about your fears and concerns. You would ask for his advice with regards to keeping your car in good shape.
Instead of avoiding his phone calls, you would listen to what he had to say if he would call you.
My point: You will find it is very hard to sell your products until you’ve built a bridge of trust and sometimes the only bridge of trust you will start to build is with your website and online presence.
But once you do, you will no longer be a “pushy salesman” to your prospects, but a partner, an trusted expert. And when you build this bridge of trust with thousands, tens of thousands and so on… you will achieve anything you want.
When a community trusts you, your marketing efforts suddenly become very very easy. So this means that your goal as a business owner should become a trusted adviser to your clients and prospects: somebody they can rely on when they need help with whatever it is you’re doing.
- Attention is worth more than money
- Your prospects give their attention to people they trust
- They don’t trust “pushy salesman” with dodgy websites
- They trust people who have demonstrated that they are here to help.
Anyone can capture attention once – especially when you offer something of value for free online. But if you want to build a thriving business, you’re going to have to get attention, and have members of your market give you their attention consistently.
Of course, that’s no small task. People aren’t exactly waiting to attention to somebody. Even so, there are always attention-grabbers, people who are listened to when they speak. Authorities, experts, leaders, gurus. Recognized people in their field that people credit with a deep understanding of the overall market, the needs of its customers, and the key trends that will affect the overall market.
Usually these people are often referenced in their own industry, and they have many incoming links to their websites. Every now and then they introduce new big ideas that get embraced by their marketplace. People trust them.
When Robin Sharma is saying something about self-improvement and leading without a title, people listen. When Seth Godin is talking about marketing, people pay attention. When media wants to talk to somebody about startups and entrepreneurship, they might ask Guy Kawasaki.
I bet you know what this all means. The best way to get people’s attention and earn their trust continuously is to become an authority in your field and have a seamless pleasant and intuitive online experience for your buying prospects.
The benefits of being considered an authority include:
- You’re recognized as an expert in your niche – so your products will immediately have a higher perceived value than competitors, you get more referral traffic, and prospects search you out online.
- You enjoy greater reach in your market which means your readership, site visitors, and your overall audience grows geometrically because you are providing them with relevant information about their market, niche, industry.
- You acquire new clients more easily because prospects are pre sold by your reputation and the recommendations of others
- You get more desirable clients because the top tier clients in any market seek out the experts in their market to associate with and get advice from.
- You get invitations to speak and give keynote presentations because you’re seen as someone who’s more important and has opinions that matter.
- You get continual interview requests from fellow influencers, media, and other members of your market, with each one reinforcing your position as the go-to guy in your marketplace.
- You get shorter sales cycles because of the increase in trust removes on of the biggest bottlenecks to making a sale – credibility.
- You get more incoming links to your site from relevant sites in your niche improving your search engine ranking, your targeted traffic and your overall influence in your market
- You capitalize on more peer-to-peer word of mouth recommendations because authorities dominate the playing field when it comes to beginners who need information about your topic.
And I don’t have to get into details what it will do to your profits: more profits, more new customers, more sales to each customer, more income.
If you’d like a free audit so that you can see just how intuitive your website and eCommerce experience is for your prospects, then give us a call on 1800 282 289 or email us at firstname.lastname@example.org and let’s see if there are any points in your prospects experience that is blocking them buying and leaving you abandoned.