Here’s a cold, hard fact about the internet: anyone can say anything. There is no lie detector for the content you post up. You can say you are awesome on your website and you very well may be. But there are plenty of people, products and organizations out there that claim to be fantastic when in actuality they’re junk.
They may be blissfully unaware of their shortcomings or simply understand that highlighting their deficiencies isn’t a great marketing strategy. Regardless of their motives, there’s a good chance they’re going to claim to be just as amazing as you.
As an explorer of the Interwebs, I’ve grown used to hearing the same old spiel. The repetition of this noise has led me and my fellow explorers to be better and better at tuning it out. When I come across an elevator pitch on a sales page, I scan ahead in my search for substance. If the pitch persists, I leave. And I don’t think I’m alone.
The Alternative: Provide Genuine Value
When writing content for your website, stop thinking so much about why you’re so great. Stop saying it and start showing it instead. Don’t worry about giving away too much of your knowhow or trade secrets. Think about what your visitors value and give it to them.
People are looking for solutions to their problems. When I hire a mechanic I realize anyone with a computer and Internet connection can promise to “fix my car regardless of make or model.” But I’m more interested in someone that can tell me what can lead an engine to make that grinding noise I hear when I shift gears. If I come across a mechanic’s site that explains it to me in a way that I can understand, I’m more inclined to believe they know what they’re talking about and listen to their pitch. And I’m much more likely to tell my friend about it when their car starts clunking.
You can claim to solve problems all you want. But so can anyone else. If you can truly solve one or two of a visitor’s problems by providing content that is truly valuable, there’s a much better chance they’ll listen to what you have to say.
Share Your Thoughts
What do you think? Are you more likely to trust an organization that’s providing helpful content? Have you come across any terrible sales pitches lately online? Feel free to share them in the comments below.