The end goal of every business is to return a profit. No other goal can be accomplished if that doesn’t happen first. And you can’t make a profit if you aren’t able to explain why people should pay your fees.
Your website shouldn’t just be a welcome mat. It’s your employee in a sense. But it’s not just a generic Walmart greeter. It has to sell what you do. And the point of selling isn’t hard persuasion sales. It’s working backwards from the problems people have and laser-focusing on the specifics of how you can help them.
We’re very clear with Blue Plate that we’re not the right solution for everyone. If you have an online store and you want a real-time catalog of products? Sorry, we’re not for you. We don’t want to waste your time. To be the right thing for some people, you have to be clear about being the wrong thing for other people.
Hi, we do welding. We think customer service is very important. These words don’t mean things, and don’t address how customers think about where to buy from.