I watched the Doha debates on BBC World last Sunday simply because there are some very wise people discussing some important issues that effect everyone. Archbishop Desmond Tutu was one such wise man. He said to the assembled students at the debate;
“My father always used to say; don’t raise your voice, improve your argument”
What a cracking pearl of wisdom that is! Taken in the context of web marketing it is also highly relevant. Website copy and content is where many marketers are currently “Raising their voice” rather than improving their argument. By raising their voice I mean hard selling rather than educating, I mean they’re pushing rather than helping your visitors.
By communicating with your visitors in a language they understand about something that they are interested in, by answering their questions and improving their knowledge about your product or service, you in effect, improve your argument.
Improving your argument improves your conversion rate.