Some People Want The Basic

I love Starbucks coffee. Something about the taste of a light roast blend tastes so good to me, that I don’t like to dilute it with cream or sugar.

There’s something about the simplicity of the whole process that works for me. I go in. I say coffee. I’m handed my caffeine in it’s purest form. No agonizing over choice. I know they have it. It’s at the crux of what they sell. But they sure offer a heck of a lot of choice. Ordering just about anything else might get frustrating.

Some people get caught up in the language until they’re ordering mocha-frapa-hoojamajiggie lattes, and that’s just not me. There’s way more on the menu, but right behind the barista, there are pots of freshly brewed coffee.

Keep Your Simplest Products Visible

I’ve seen older people walk into Starbucks and balk.

“I just want a cup of coffee!” They say. If you don’t know what you want going in, it can be intimidating.

Sometimes business owners get so wrapped up in offering all the bells and whistles, keeping up with our competition, that what they’ve really done is inundate potential customers with too much choice.

Have you been to one of those websites that offers thousands of products in a store, but they don’t really tell you anything specific about any one of them? Or maybe they’re organized in a way that’s repetitive, or difficult to find? Sloppy organization on your behalf causes frustration on their behalf.

It’s OK to have a selection, but make sure those on the hunt for something specific will be easily pleased. There’s a fine line between offering the convenience of everything under one roof and completely overwhelming someone until they leave without completing your call to action.

Make sure that your products and services are easily findable and explained in-depth. This goes a long way in taking out the mystery (and frustration) for your customers.

Here are some things to consider when thinking about the positioning of your business:

  • Are your simplest, most basic products visible, or are they buried in your wide varieties of choice?
  • Do you have unique product descriptions for everything you sell?
  • Do you offer in-depth descriptions of your company and services?
  • Will your customers get a strong feel for your business after just a few seconds on your website?
  • Are your headlines informative and engaging? (These may be the only thing your customers read.)
  • Is your website organized in a way that your products/services are easy to find?

Trust me. This will make life so much easier for the next customer who is simply looking for a cup of coffee.

Matt Brennan is a Chicago-area marketing writer and copy editor. He is also the author of Write Right-Sell Now.

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