Want to get found on the Web? Want prospects to relate to what you’re saying? If what you do is new, what makes you think prospects are searching for it? Rather, consider what prospects are thinking, and typing, at the time when they are in a frame of mind to care. Otherwise, your site may become just one more lonely corner on the Internet.
Only much later will it be time to differentiate your product from all the others. Remember; connect first. Show-and-tell later, much later, maybe never. There are better ways to connect.
First prospects have to know that you have been listening to them, that you understand their concerns, their needs and wants. That’s why great marketing content is never about you. It’s about them. But that’s hard to write. Right? 
Great content is often missing from lead-generation programs.
In our last newsletter we wrote about techniques for getting people to your site, known as search engine optimization. When you get them there, site visitors need a reason to care, and a reason to click around. For that to happen, your content needs to click with them.
In the art of copy writing for Web, you must dole out content in spoonfuls, leading visitors one click at a time until your goal for their visit has been achieved; for example, when they have volunteered their identity to you and agreed to receive your messages.
Despite the reach of on-line marketing, most sales still originate off-line because very few companies effectively relate to their audience on-line. Most organizations write about themselves, which presents a competitive advantage for those who know better.
Originally published November 14, 2006, as an e-mail sent from the BentonsEdge web site. Written by Dan Davison.
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