How To Make Your Ecommerce Offer Clear And Concise

Your buyer isn’t comparing you to a competitor. They’re comparing you to the option of doing nothing. Think your product stands out? Here’s a stat for you: 64% of buyers can’t tell the difference between you and your competition just by reading your website. Read that again. You might have the best features, the strongest integrations, and the slickest UI...but if your buyer can’t clearly explain why you’re different, you’re losing deals. Here’s why most sales teams get this wrong: - They lead with “what we do” instead of “why this matters.” - They assume buyers understand industry jargon and nuance. (They don’t.) - They let the buyer drive the conversation instead of framing the problem the right way. How to fix it? 1. Control the narrative. Don’t just list features...frame the decision. “Here’s the mistake we see most companies make when choosing a solution like this…” “The biggest difference between us and [competitor] comes down to [key factor]. Let me explain.” 2. Make your differentiation painfully obvious. If your buyer can’t explain your unique value to their boss in one sentence, they won’t push your deal forward. Test yourself: If you stripped all branding off your website, could you still tell it’s yours? If not, neither can they. 3. Sell confidence, not just a product. Buyers don’t just need to believe in your solution...they need to feel confident selling it internally. If they can’t articulate the value, your deal dies in committee. Most deals aren’t lost to competitors. They’re lost to confusion. Make it clear, or risk being forgettable.

4 minutes, 27 seconds in, I still had no idea what their product did. I was speaking to the CEO of a $3.18M company the other day who was exploring engaging with RR. I asked one of my favorite simple questions that those who know me know I have on a post it on my monitor: “What problem does your product solve for your customers?” Off to the races we went. A whirlwind of jargon, buzzwords, and a feature list so long I could have made my third latte of the morning and come back still confused. I stopped her and asked again. “Okay, in 30 seconds or less, what problem do you solve?” They stared at me. Silence. Awkward for them… not for me, and that’s okay. If you can’t explain your product in 30 seconds or less, you have a problem. - Your prospects don’t have time to sit through a TED Talk. - Investors aren’t waiting around for a thesis. - Customers aren’t trying to decode your pitch. Your value prop needs be crystal clear, instantly. It’s so important, that post it has been on my desk for years.  Here’s how to get there: - Focus on the problem. What pain do you solve? If you can’t answer that, start over. - Speak in outcomes. Customers don’t care about your AI, integrations, or “powerful capabilities.” They care about what it does for them. - Test it on a 12-year-old. If they don’t understand it, neither will your prospects. - Make it conversational. If you wouldn’t say it over coffee, don’t say it in a pitch. Some of the best companies in the world can explain what they do in a single sentence. If you can’t, you’re making everything… sales, marketing, fundraising harder than it needs to be. Clarity wins. Complexity kills. https://lnkd.in/gtz6dBbB

Here's a 5-minute test every operator should run today: I see way too many ecommerce sites where I feel like I’m being pulled in a hundred directions at once: a 10% off popup, a $15 banner, a quiz offering its own discount, and another form asking for my email...all within the first 30 seconds of showing up on the site. Sigh. If you haven’t done this already here's the test: Open your site in an incognito window and shop like a new visitor. What shows up first? Is it clear where to go or what to do next? Or do you feel overwhelmed? Start by writing down every message you see: pop-ups, banners, offers, quizzes. How many of them overlap? How many conflict with one another? Then follow a typical shopping path. Opt in to email for a discount. Click a product. Add to cart. Try to check out. Take your quiz if you have one. If you have an extra couple of minutes, do it all again in private mode on your phone. Actually maybe do phone first since that's where most shopping happens. Now, start fixing it. Pick ONE clear offer and let it shine. If someone already gave you their email, no need to ask again 5 seconds later. And that quiz? It should do more than play 20 questions. Make sure it’s actually helping shoppers feel good about buying. Same goes for your forms. Think about it: would you enjoy shopping on your website? If not, you have work to do. Do you want more conversions? (the answer is yes) Let's get it done.