11 errors in texts that disappoint visitors to the site

This article will help site owners to check if some of their potential customers are not cutting off with the help of carelessly chosen words. I will tell you what types of phrases act on people, like sharp blades.

Taking care of others is beneficial.

For the evaluation of texts usually use such immense characteristics:

  1. Informative = rich information + summary.
  2. Utility = compliance with the reader's needs + relevance + solution of the problem.
  3. Expertise = reliable information + examples.
  4. Clarity = simple words + unambiguous interpretation of the meaning.
  5. Readability = natural speech + rhythm + artistic techniques.
  6. Good presentation = clear structure + logical statement of thoughts + conformity with the general style + literacy - stylistic defects (unnecessary words, tautology, etc.).
  7. Registration.

Yes, all 7 points are very important, but there are nuances that distinguish the best sites from the good ones. Let's stop on each of them.

1. Instructions

Wrong:

To the design process of the heating system worth coming up with special attention, after all the comfort in the house depends on it.

Problem:

The edifying tone is annoying. It is better not to indicate, but to inform, so you show respect for your customers.

Right:

In order to have a comfortable microclimate in the house, during the design process it is determined:

  • how much heat must be “produced” by the boiler;
  • how to properly distribute this thermal energy throughout the premises.

2. Arrogant behavior

Wrong:

Not a fact that Plumber Vasya (Peter, Sasha, etc.) will, at his own expense, correct errors that he made during the installation of the heating system. As they say, look for the wind in the field.

And we give a guarantee on their work. If in 1 out of 1,000 cases any problem appears, we will fix it quickly and completely free of charge for you.

Problem:

Contempt of their competitors does not play into the hands of the company. Maybe they have the same attitude towards their clients, only they hide it behind a fake smile.

But arrogant behavior should not be confused with confidence, which, on the contrary, should be in the texts.

Right:

Unlike private masters we guarantee our work. If in 1 out of 1,000 cases any problem appears, we will fix it quickly and completely free of charge for you.

3. Go to the individual

Wrong:

If your experiment is to cooperate with a brigade, which does quickly and inexpensively, failed, please contact, we will correct their mistakes!

Problem:

The center of gravity has been moved from the subject of the discussion to the identity of the client. Do not do it this way.

Right:

If with your heating system already fiddling with cases and you no longer want to deal with these installers, please contact us, we will correct all the errors!

4. Coercion

Wrong:

Several reasons why you must order a heating system design.

Problem:

People do not like coercion. In relation to the client should not use the words "should" and "have to."

Right:

Why it is worth ordering the project of system of heating.

5. A lie that can go sideways

Wrong:

Cast iron batteries are the last century, instead we recommend to install modern and reliable bimetallic or aluminum radiators.

Problem:

A lie can reveal itself and negatively affect the company's reputation.

Right:

Cast iron radiators in Russia still remain the most affordable, reliable and massive heating device.

After installation, you can forget about them for decades, because they have such important properties:

  • corrosion resistance;
  • low pressure loss coolant;
  • high heat emission.

6. Attempts to hide important information

Wrong:

So that less money is spent on heating a private house, enough install modern automation. It will eliminate irrational heat consumption and maintain a comfortable temperature in the rooms.

Problem:

If the company aims to sell its heating system automation services, it does not give it the right to lead people by the nose. Taking care is what really matters.

Right:

So that less money is spent on heating a private house, at the same time it is necessary to ensure the fulfillment of two conditions:

  • do not warm the street: insulate the facades, install multi-pane windows, make a vestibule, glaze a balcony, etc .;
  • install modern automation, which will eliminate irrational heat consumption and maintain a comfortable temperature in the rooms.

7. Persuasion without proper reasoning.

Wrong:

When installers determine the diameter of pipes, they are based on their experience and always increase their size by one or two steps. So you overpay for pipes somewhere 20-30%.

We do a hydraulic calculation, which immediately kills two birds with one stone: it is not necessary to overpay for pipes of larger diameter and the efficiency of the entire heating system is predetermined.

Problem:

If the reader thinks that it is better to overpay for pipes of a larger diameter than to pay for a project on the heating system, then he will remain unconvinced. The company will not promote his service to him.

Right:

When installers determine the diameter of pipes, they are based on their experience and always increase their size by one or two steps. So they are trying to insure against problems in the heating system, and you overpay for pipes somewhere 20-30%.

We do the hydraulic calculation, which immediately kills two birds with one stone: do not overpay for pipes of larger diameter and at 100% predetermined performance of the entire heating system. But the experience of the team can fail.

8. Careless offer to customer

Wrong:

If you want a budget version of the "warm floor" system, then you will fit heating mats made in South Korea or China. They will serve at least 5 years.

Problem:

If the offer does not suit the client, it will be perceived with a negative. It is enough to depersonalize the wording to protect yourself from failure.

Right:

If you want a budget version of the "warm floor" system, then you will fit heating mats made in South Korea or China. Many choose them as they serve at least 5 years.

9. No customer benefits listed.

Wrong:

Modern automation in heating systems allows you to:

  • in vain do not warm up the house and its separate rooms when there are no people there;
  • eliminate overheating due to warming on the street or due to the fact that many people gathered in the room.

Problem:

The positive effects of the introduction of automation are shown, but it does not say about the benefits - what the customer receives from the product or service.

Of course, the characteristics and benefits are important, but when buying, benefits are paramount.

Right:

Modern automation in heating systems allows you to:

  • save on fuel: in vain do not warm up the house and its separate rooms when there are no people there;
  • maintain a constant and comfortable temperature in the premises: eliminate overheating due to warming on the street or due to the fact that many people gathered in the room.

10. Demonstration of your own wishes, not of the client’s benefits.

Wrong:

We will calculate the estimate and send her for 1 hour.

Problem:

It says more about the company than about the potential client.

Right:

Leave a request and will receive estimate after 1 hour.

11. Self-doubt

Wrong:

If you want to order the installation of a heated floor with us, then we will prepare a free layout of electric mats.

Problem:

The phrase sows doubt. In relation to a potential client, it is not necessary to use too many “if” phrases with “not”, as well as the words “as it were”, “in principle” and “in general”.

Right:

We will make a free layout of electric mats of a floor heating system.

Conclusion

Successful sales begin with trust, and end with a long relationship. In general, sales and courtship are parallel paths.

If the texts on the sites will give the message that the sale is an action that you produce for the sake of customers as well not over their clients, more and more people will be willing to be involved in this process.

With the help of my list of errors, you can check whether your texts have a balance between good human relations and basic sales methods. After all, by itself, a product or service is not capable of independently increasing its value in the eyes of customers, and a literate text does just that.

Watch the video: Don't Chat With Strangers (April 2020).

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