An issue which I find fascinating is how to present our content in such a way as to make the user visiting our site understand what he/she is missing out on by not being one of our clients. Or, put more positively, everything he/she will get when he/she becomes a client.
Let me explain.
There are many businesses where part of the service and value that we offer is the information we provide (associated with this service). All kinds of advice – but particularly the financial advice offered by brokers or investment traders ? are a good example of this.
With this type of service, we need to get the potential client to see that we are the ones who can provide the best information and the most spot-on recommendations about what investment decisions to take before anyone else on the market. No doubt it will be extremely relevant to show that we have our own research team which is followed and read by the industry. In turn, we need to show that in the private area the client will get the best-possible real-time information with functions (alerts, virtual portfolio…) which will allow him/her to play with this information. This is clearly a great advantage.
But there are slightly more subtle formulae that we could consider for our public websites to capture new clients.
1. Information published with a certain time lapse.
One interesting idea is to publish information like daily investment recommendations, but to do so late in the day (type 2 in the afternoon), but with a text which says: ?Our clients received this recommendation at 8.07 this morning?. With this time difference, and if we are a bit crafty, we can publish our most spot-on recommendations that afternoon, managing to provoke a desire to work with us to get our recommendations before anyone else.
2. Incomplete information.
Another interesting formula is to publish reports or studies that our research department comes up with, but which we present on the public website in such a way as to get our users interested in reading them and then, at some point in the report, we cut off the content of the report abruptly, with a text saying: ?We only want our clients to be the best-informed. Get the complete report, where we discuss this, that and the other by accessing your private area.?
Underneath we can include information like: ?Not a client yet? We offer??
3. Provoking a sensation of curiosity among our users.
A slightly more subtle and much more provocative formula is to add texts to our commercial website which provoke a feeling of curiosity in our future clients, leading them to contact us immediately. One possible idea might be to say things like: ?This week there is one energy-market stock which will go sky-high. Do you want to know who we are talking about? Give us a call and we?ll tell you.? Although it is constantly forcing us to make the effort, it sounds really thought-provoking and persuasive.
4. Between the commercial website and the private area.
A stage which we do not always consider but which we think is extremely relevant is the creation of a basic private area for non-clients where ? after registering ? you can get some functions (alerts about specific stock, financial calculators…) and a little basic content. This logic allows us to start a relationship with the users, using names and surnames, to have a value proposal which will allow them to interact with us over time and show them once again what they are missing out on by not being a client, by showing all the contents and functions which would be active if he/she starts to work with us.
We still have a long way to go to discover how we can play with information to persuade our users and turn them into clients.