Setting Your MWR… Before You
Start Selling
The transition from “PREselling”
content (i.e., high-value information that your target visitor is searching
for) to “selling” copy (i.e. closing the deal and getting the order) is easier
once you can clearly answer this question…
What do you most want your
visitor to do when she is at your Web site?
Or to phrase it more simply…
What is your Most Wanted
Response… your MWR?
The answer to that question is
critical because you can’t start your visitor on a journey through your site
until you know the exact destination where you want her to land. Once you set
your MWR, you will write every word of your sales copy to reach that goal.
Every headline, subheading, paragraph, sentence will be focused on getting your
MWR.
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So take a few minutes now and ask
yourself the question… What is my Most Wanted Response when a visitor comes to
my site?...
• Is it to make a direct sale,
straight off your site?
• Is it to generate a lead
through a response form so that you can follow-up offline?
• Is it to convince your visitor
to take up the offer for a 30-day free trial download for first-hand experience
of the product?
• Is it to get your visitor to
subscribe to your newsletter, or enter a contest, or request your freebie?
• Is it to hire your service?
Don’t stop thinking about it
until you are sure that your chosen MWR is the best for your business. Write
down whatever comes into your mind. No need to edit at this point. Let the
ideas flow. Then change, refine and narrow it down until you are completely
satisfied that... Yes! This is my Most Wanted Response.
Setting the MWR focuses you
totally on getting a visitor to fulfill the action that will generate income
for you, whatever that may be.
The MWR is for the visitor to
click through to the order page. Once the MWR is established, the goal of each
component is to pull the reader to the next component… from Opening Headline to
Opening Paragraph to Sub-headings to Body Copy to MWR.
As you can see, all the copy was
written with the MWR in mind. It reflects the needs of someone who is not sure
about how to “get on the Net” (blog or site) and provides her with all the
answers to make an informed decision…
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