Maybe I’m a little off on this one. But according to behavioral research I’ve read, and how much better my content works when I (and my clients) keep this in mind, I believe…
You can’t create need.
You can only be there when need arises.
Think about some of the websites you’ve read. Maybe you found a site that sells a software app. It’s a solid app. You like the look; it has all the capabilities you’ll want; price is reasonable. It’s a good buy.
When you need the app. Which, let’s say, isn’t right now.
So what do you do? You bookmark it for later. Later on when you do need the app, you come back and order it.
Website Content Responds to Need
Did the website do its job? That depends. Was its job to sell the app to you RIGHT NOW no matter what? If so, then no it didn’t.
Was its job to sell the app at all? Then yes, it did.
Because you REMEMBERED it when the need arose.
Good website content is persuasive. But it shouldn’t be “BUY THIS RIGHT NOW DON’T WAIT YOU’LL BE SORRY” persuasive. That’s an ad’s job. Website content works better for forming an impression in the customer’s mind.
Sometimes the need is right away. Other times it’s not. Effective websites are those that realize you can address customer needs now and in the future – without screaming at them in the content.
Take a look at your company’s website. Is it either:
–Trying to force a product/service need into existence?
OR
–Responding to a need that already exists?
(Hint: The second one’s easier.)
In my next post I’ll discuss 6 types of need website content can respond to.
What do you think – could you really create need out of the blue? Leave a comment with your thoughts.
