Today's customers are pretty sharp though, and will recognise hype when they see it. If you want to impress, respect your customers, be honest and give great service.
That means:
- Not over-stating what your product or service can do. Don't even try to give the impression that your customer will get more than you can offer. Not only will you lose any chance of repeat business, but you'll risk facing the wrath of trading standards, advertising standards and the law courts.
- Not asking for more information than you need. Demanding that customers provide all sorts of details about themselves online before they buy your item may be useful for your marketing, but is an invasion of privacy. And if it takes too long to buy, your customers will abandon their efforts and you've lost the sale. You wouldn't make customers in a shop give you anything more than cash or card details, so serve them with the same speed and politeness online.
- Making every word count. Don't write fluffy or needlessly lengthy descriptions of what you sell. Explain clearly and succintly what your product and service does and the benefits it can bring. Respect your customer enough to let them decide if they need it or not.
- Helping your customers to share what they've found. They might want opinions from friends, or even to recommend your products to others. So don't forget to add "share this" links across your web site. Word of mouth - or viral marketing - is proving to be a very powerful marketing tool, so make the most of it.
- Enabling your customers to tell you what they think, so you can improve your service. Provide feedback options on your web site, and track any mentions of your business or products on social sites such as Twitter. Today's customers are quick to spread good and bad news about a business, so it's worth finding out and addressing what other people are saying.
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