Growing and developing your online store can be brutally tough, exhausting, and lonely. If you are also learning the “technical side” of your business (and we are always learning), it can add another layer of challenges as well that could frustrate us, dampen our spirits, and also zap the passion out of our business goals.
Over the years, I have seen that the most effective online marketers and online shop owners are also the most passionate people – offline. These passionate and charismatic people are often able to transfer their energy onto their website – which generated more sales!
It’s easy to be passionate about your online business when business is booming, but what about when you are just getting started, when you are feeling overwhelmed by the 101 things that you have yet to do to improve your website, products, and customer service?
Where does that passion go? And does it matter?
One complaint from email users – or even people who text each other to communicate – is that the emotional aspect of our conversations are often lost or are too over compensating to translate very well.
That is what has given rise to those emotional characters we often use during texting, messaging of Facebook or Skype.
The bottom line: our emotions matter to us and our customers.
Is there a lesson to be learned here? And if so, how can we apply it to our online businesses?
Customers (including ourselves) are good – really good – at picking up queues that involve emotion: word choices, what many in the field on expository text, and of course the use of pictures, graphics, video, and audio.
In taking the time study this phenomena a little further, the following are tips to help you translate your passion onto your website to generate the customer engagement, trust, and sales you want.
#1: Your Word Choices
Your choices of words are extremely important to your customers and readers. Action and forward-leaning words can invoke enthusiasm, interest, and engagement. The use of humor can also be beneficial.
If you are enjoying good website traffic, but aren’t seeing the level of proportional sales, consider revisiting your copy. If you need to hire a copy writer who tweak you sales copy (and generate future blog posts) that conveys passion, wit, humor, and engagement – it’s worth it!
#2: Using Expository Text Is Essential
Expository text is just a fancy phrase to indicate a variety of fonts, headlines, and other text (that may be supported with graphics), to help capture the reader’s attention. Putting up a giant wall of small text will just scare off your readers.
It doesn’t matter if it’s great quality of writing, nobody online wants to read small and endless print. Also, remember that many people are now shopping and browsing online with their smart phones, making your text even smaller!
#3: Use of Graphics, Video, and Audio
Using graphics, video, and audio can help generate interest and provide a more holistic or well-rounded way of communicating. A great video for example that captures the way you talk and the passion behind your work, can complement a more direct block of text.
Additionally, the photos you use are also important. Make them relevant and eye catching. People love pictures – especially on website.
Not only do they break up the text, but they also give a context for what you are writing about. Additionally, your pictures can give your site an additional layer of color and complexity – that if used well – can be very effective.
#4: The Use Color on Your Website
What we know of color on websites and how it generates trust, engagement, and a boost in sales, is beginning to change the way we think about design. Like your passion and enthusiasm, your color choices mean a lot as well.
Experiment with a variety of color palates and see which ones best translate to your items and online shop.
#5: Building an Audience in Person
Engaging with friends or acquaintances in person can really help to boost your audience engagement. That requires us to get up from behind our computers or put our tools down and meet other people that may be interested in our products. If you sell your items at a farmer’s market, for example, you are a step ahead.
Taking the time to build your audience one person at a time is essential.
What can you do today to improve the five areas above when it comes to your website? Take one our today and focus on one (or two) of the items discussed and test it out.
If you have yet to develop you website, start thinking about creating your text and gathering your graphics. If you already have a website, consider asking for the help of a friend to read and use your website – with specific feedback in each of these areas.
You can sell anything from coffee to supplements, to music. Simple and affordable changes can often lead to big dividends when it comes to your online shop.
Create. Sell. Thrive. – is a business and support blog for budding artists, crafters, and enthusiasts who want to either get started or improve their online shop.