Less is More: How Compact Context Converts More Customers
We’ve all received those long sales letters that go on and on for two, three, even four pages. Believe it or not, studies show those endless letters have high conversion rates. That seems counter-intuitive, doesn’t it? Who has time to wade through all that? Your dealership’s prospects are busy, and they have painfully short attention spans, especially when it comes to searching online.
What is “compact context”?
It’s simply messaging content that gets right to the point, and stays there, without all the “salesy” extras. It’s short. Even better, it’s presented in short paragraphs with sub-headings and bulleted lists of key points whenever possible, so readers can zip through it and still capture the information they need. When you make it easy for them, you make friends.
Those lengthy sales letters work because they address numerous questions and objections prospective customers might have. That builds their buying confidence and leads to increased conversion rates. You can reinforce the value of your products and also build your dealership’s authority and credibility, by:
- Showing charts and graphs or other data that illustrate how your construction equipment or trucks compare to the competition.
- Including testimonials from happy customers.
- Citing results of industry studies, etc. that back up your message.
- Tell a success story about a customer’s experience with your equipment
But you can do that and still keep your messages short and on-point.
You do that by mentioning each point, then linking to other pages within your website where the details are revealed. This not only keeps your messaging more concise, it helps drive deeper engagement with prospects by introducing them to more of your website. Or encouraging them to order a free download.
For that matter, you can direct readers to other content, too. Videos, for instance, provide an excellent format to talk to prospects (concisely, of course) about your dealership or specific equipment. It’s especially valuable for people who prefer to watch or listen rather than read. Videos also increase your marketing reach, because you’re using another delivery channel.
If your dealership isn’t well-known, greater detail becomes more important.
That’s because you need to establish trust and credibility with prospects in order to convert more customers – not just reinforce your existing reputation. You’re building your dealership’s “standing” as a resource, along with selling your equipment and after-market services. But, again, that’s where third-party “proof” comes in – testimonials, reviews, independent data all support what you say about your equipment and your business.
Have you added a new OEM line? If your audience isn’t familiar with this company, you’ll want to create some messaging that builds their credibility and value, too. “Why we sell XYZ equipment (or trucks)” is a topic that promotes your new line while also underscoring the fact that your dealership acts with customers front-of-mind. Why else would you take on a new OEM?
You can even learn which questions or objections you should address in your messaging, by using a specialized analytics application such as Qualaroo. It’s not free, but compare the cost to your ability to convert more customers.
One of the greatest benefits of your blog is that you can impart information to your audience in portions. Each of the main points in your sales message is another content topic for your blog. You can link back and forth.
Just remember to think “compact context” when creating your messages. Speak plainly, and stay on point, explaining what you offer and how your equipment and services make each customer’s business more productive or profitable. Your prospects will appreciate that, and they’ll remember your dealership when they’re ready to buy.