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I remember something that Google University talked about when it comes to getting someone to click online – you only have about 18 seconds to get a conversion from the home page of your website. You have to answer the “W” questions very quickly. Who – Name of your business with perhaps a tag line conveying in a compelling way your value proposition. What – Describe briefly what your business delivers in terms of value / solving a problem. Why – What makes you better or different compared to the competition? Where – What geographic areas do you serve? If you communicate all of this in a concise way to the right person, they become interested and take some form of action to establish a relationship. You are not necessarily trying to close on a transaction, but get to a soft conversion that leads to a hard conversion (sales transaction). And yes, people are busy and being bombarded with so much noise that most people will click away or make it clear they are not interested. So do not get discouraged by rejections. Most online conversion rates never go above 10%; i.e. 90% of the visitors click away and move on. To some extent, the same thing happens in the face to face world as well.
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It really does make sense. I need something that sounds like a good 'radio ad copy' answering the 'W' questions in about 30 sec'. Thank you, Mr. Matt.