Weak Link In Your Selling Process?

(NOTE: This is an update of a previous post… enhanced with video. Please be sure and let me know what you think of this “multi-media” approach, okay? It's quite a bit of work, and I'm happy to do it if you think it's worthwhile.)

Every piece of your website is a link in the sales chain.

Each link leads to the next, and at the end of the chain is the sale – and profits for you and your business.

Of course, as we all know, any chain is only as strong as its weakest link.

One way to get quick sales boost is: find the weak or broken links in your sales process and strengthen or repair them. And almost every website has at least a few week or broken links. I’m not just talking about hyperlinks, here… I’m talking about any crucial part of the sales process.

No website is perfect – no website is ever optimized fully. There’s always room for improvement. In most websites I look at for clients, there are some basic fixes that can pay off in a big way.

Here are three examples of things you might want to do on your own website:

  • Fix Broken Links. The most obvious example is actual broken links. These are frustrating at best for your visitors, and for many it will kill the sale instantly (“if they can’t get their links fixed, what must their product be like?”).
  • Remove Inconsistencies. In the world of direct mail, there’s a proven response boost when the message on the outside of the envelope matches the message on the headline of the letter inside; the reason this is so is, we are wired to respond positively to consistency. We like getting what we expect. Even seemingly small inconsistencies send a subconscious signal to your prospects that all is not right. Some specifics to look for: different typefaces or look & feel on your pages; lack of consistent layout from one section of your site to the next; jarring differences between your major sales pages (opt-in page, salesletter page, order page, thank you page). Get fanatical about consistency.
  • Remove “Mind Stoppers”. Some things just cause us to “stop our mind” when reading a website. For example, strange or unnatural wording can cause us to stop in the flow of reading and ask “What? Huh?” Even though these “Mind Stoppers” may only cause a pause of 1 or 2 seconds, they interrupt the flow of your sales message. Avoid “Mind Stoppers” at all costs. The best way to find them: read your copy aloud, to another human being, in a natural tone and at an easy pace. Then have them read it aloud back to you. In each case, mark any section that causes you to pause or stumble. Re-write those sections and remove the “Mind Stoppers”.

When you forge stronger links in your “Sales Chain”, you’ll increase your sales results. And that means more profits for you and your small business.

Ray Edwards is a world-renowned copywriter and communications strategist, writing for some of the most powerful voices in leadership and business including New York Times bestselling authors Jack Canfield and Mark Victor Hansen (Chicken Soup for the Soul) and Tony Robbins. Ray is a sought-after speaker and author, hosts a popular weekly podcast, and blogs at RayEdwards.com.

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  • GaryHuff


    I really like the video blog post. It helps get the key points across in a short concise way. Have you worked on some guidelines about video blog posts? It would make sense that video posts need to be very small and deliver a compact message. Are there other parameters that need to be followed, but are less obvious to the casual Blogger?

    As you test out the various guidelines, maybe there will be one of your famous training webinars on the subject.

    Thanks, Gary

    • I haven't settle on anything yet as far as guidelines. I'm really experimenting, seeing what works best for my readers. I figure in the end that'll also work out well for me!

  • The slides don't really add value for me. Perhaps you could show examples, instead of just repeating the headings from the blog post.

    • Good point, Debra. I'll give that a shot (I already have a couple more videos “in the can”, so give me a few posts to catch up!).

  • Great example of multiple modalities. I know it's more work, hope the rest of your audience appreciates it as much as I do. Thanks.

    • Being appreciated for the effort is always nice – thanks Jay!

  • Great stuff Ray, I see a lot of people miss those “mind stoppers”.

    Will wait for those new and improved videos suggested by Debra 🙂

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  • Double the message, double the delivery! Examples instead of content repeat, could add even more.