Why your website content should pre-sell

Pre-selling assumes that your customers are usually on your website to find answers to their questions or problems, and not to buy. The difference between selling and pre-selling is how you present these answers.

Pre-selling is just the opposite of selling, which is perceived as something that pressurizes you to buy. Pre-selling recommends subtly through one or two links in the informative content, building rapport with the reader and positioning you as the expert. Wouldn’t you be ready to listen if your trusted consultant recommended something to you? And that’s what pre-selling does. Pre-selling works because when people think you’re selling, their defenses go up; but in pre-selling, people are ready to listen.

Just about anyone is capable of doing the hard-sell on a product or service on the Internet. What makes the difference between a consistently successful online business and the ones that are looking for a quick buck boils down to the website’s ‘tone’. Every website speaks to its visitors and when the visitor reads the content, it should create the impression that the website knows what it is talking about.

Depending on how this content is expressed, it can establish you, the website owner as an expert. Rather than publish yards of running text that most visitors on the move are unlikely to read, the content must be presented as informative bite-sized pieces. Obviously no visitor wants to buy without knowing more about the product or service. To reach that fine balance between no information and the overdose, “pre-selling” is the answer.

Around 400-800 words is acceptable for pre-sell content to position you as the expert even as you gently pre-sell your visitors on your product or service. Here are some benefits of pre-selling:

  • Ever wondered why NASCAR, Wimbledon, the Olympics, etc. always start on time? It is because they are pre-sold. When you pre-sell, you set a deadline. On that date, you’ll have your product or service out with no excuses
  • When you pre-sell, your project is already funded. Which means – you don’t have to get all stressed out. What you need to do now is create compelling content and attractive packaging!
  • You get a good look into your customers’ behavior for your product or service. Based on this information, you can tweak and tone before you launch your product/service.

Your next thought is probably about what you can pre-sell – here are some ideas:

  • Books – can be pre-sold long before you write them.
  • Products – obviously
  • Seminars and workshops – you probably know this already. Some marketers pre-sell a series of these ahead.
  • Consulting sessions – where your customer pays you before the event
  • Membership sites – can be pre-sold even before they exist.

Just imagine how motivated you will feel to deliver when your first customer pays you!

  • http://www.herbal-supplements-tricajus.com/ tricajus

    Quote : “Pre-selling is just the opposite of selling, which is perceived as something that pressurizes you to buy.”

    I'm of the opinion that if a copywriter has done a good job on the salescopy, it shouldn't has any impression of “presssure to buy”. A good copywriter should be capable to captivate the readers how the product can provide the solutions to his/her problems and motivate the reader to buy willingly without any elements of “pressure” whatsoever.

    • vidyasury

      And that's pre-sell!

    • Guest Reader

      Tricajus – i think that's what actually vidyasurya was driving out.

      • Guest Reader

        sorry that should have been “driving at”

        • vidyasury

          That should have also been Vidya Sury (aaargh. the number of times I have to correct my four-letter name!!) This is more than 2 cents worth!

  • ckcapalboaolcom

    Can travel/ vacation be pre sold?

    • vandana

      yes, why not! even travel can be pre sold…..you can always ask formoney before the package of 4 or 6 days in let's say thailand!

      • Guest Reader

        Vacations and travels are always pre-sold. Especially if they have promotions. And of course they have deadlines. Sorry to disagree but based on the context you are driving at with your article, the subtle selling you were talking about for “pre-selling” do not apply for games and travel/vacations because they have tickets – even workshops or summits that have tickets have to be pre-sold prior to the main event. There is in any way no subtle selling here. But of course, you still have to outline the benefit they will get if they buy ahead of time. Which is most likely the savings or bonus offers but otherwise, there is no subtle selling here.

  • http://www.popupbooster.com/ Scott Donovan

    The problem for your static website is to provide relevant content when teh visitor lands on your website.
    Behavioral targeting is required to catch and keep the interest of the visitor.

  • Guest Reader

    I do understand the point where you're driving at. Pre-selling for you connotes subtle selling. Convincing your readers, through your content, the benefits they get from buying a certain product or service that you have without necessarily “hard selling” on them that they should. However, your point was not exactly delivered perhaps due to: (1) your sample of NASCAR tickets and Wimbledon tickets are naturally considered to be pre-sold. Otherwise, they will not earn. And whether they are games or concerts tickets are really pre-sold. There is no subtle selling here. It's either black or white. It's your presentation and packaging that creates your distinction among the other re-sellers of tickets, thus they are not benefits based on your “subtle selling”; (2) 2nd benefit you gave was not clearly explained. What do you mean funded? Although number 3 is a real benefit. Pre-selling through your website of a certain product or service prior to launching would definitely give you a feedback on where to cut back or to add. Your examples of products or services that can be pre-sold or “subtly sold” based on your point are correct.
    Just my two cents worth.

    • vidyasury

      @ Guest Reader: Thanks for your valuable input.

      The point behind quoting NASCAR-like events is to show how pre-selling per se takes the tension out of whether there will be an audience/customer for the event/product. It is similar to seminars being pre-sold. Most Internet Marekting 'Gurus' start working on their actual seminar based on the type of audience and comments they receive, so that they can tailor it accordingly. As you mentioned, presentation / packaging certainly makes a big difference.

      'Funded' -in this context, if the service/event/product is presold, the marketer often does not have to worry about how to raise the money to give their customers what they want. They pre-sell, they get the money, they now make the perfect offering.

      I hope that adds value to your comment.

  • http://www.felines4us.com Kittens

    It is similar to seminars being pre-sold. Most Internet Marekting 'Gurus' start working on their actual seminar based on the type of audience and comments they receive, so that they can tailor it accordingly.

  • http://www.naturalk9supplies.com/Dog-Food/merrick-before-grain-buffalo-.aspx Merrick BeforeBuffaloDogFood

    They have to protect interest and benefit of visitor.

  • http://www.airmaxshoes.uk.com air max shoes

    thank you for the tips..