When people think about the Internet, they think about technology. When people hear that I am a Website strategy expert, they see me as a “techy type”.
But for me, the most intriguing aspect of your online business isn’t about the technology. It’s about human connections, and how you can create these in a virtual environment.
It’s commonly understood that “people buy emotionally, not intellectually.” Even when people think they’re making a rational decision, powerful subconscious factors come into play. To sell effectively, we’re told to anticipate our customers’ needs, to demonstrate that we “feel their pain”, and to respond to clues in their body language and tone of voice.
In the “real world” we do this very well. And we know that if we can have a direct, in-person conversation, there’s a pretty good chance that we’ll close the sale or keep a happy customer.
For the online visitor, your Website is the next best thing to that in-person conversation with you, your colleagues or employees. And since so many people are researching products and...
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