Getting readers to a web page provides an opportunity to communicate with prospective buyers. Once there, though, social niceties are unimportant and the page must continually compete for reader attention. Otherwise, all the hard work of getting your web page in front of readers is wasted effort.

The ability to articulate your company’s products, services and value in fewer than 30 seconds is hugely vital in face-to-face meetings. People tend to give up only a few seconds of attention during for you to state your case for why they should continue paying attention. Fail this and you might not get their attention back. The value of the 30 second pitch is a well-worn path, but it remains a key element in success of sales or promotional work.

Web pages and blogs operate by the same rules of attention. Unfortunately, the typical ‘30 second rule’ frequently boils down to a single statement or link of bullet points. Reader attention is often less than 30 seconds when viewing a web page, so the author must make that value statement in as brief a time as is humanly possible. Once that statement is made, the author must then continue to compete for reader attention. Accomplishing this requires careful organization.

Internet readers don’t have to be nice or courteous when reading a web page. As no personal interaction exists, it is simple for a reader to click onto another page when distracted. The web page owner only has a few seconds then to provide value to the reader so that the reader will remain on his page. The internet constantly competes for your readers’ attention, so your page must continually compete against the larger web world.

Appearing #1 on the Google Search Results does small excellent if readers click off the page after a moment or two. Utilizing the same “30-second rules” that apply to face-to-face sales meetings though, can go a long way in avoiding reader attrition. The four main points in structuring web content or a blog post using the 30 second rules then are:

Information Organization Description Tagging Value Statement Humor and Wit

Organization – State the value up front with a bold claim or single reason the readers should pay attention. Bullet points can work nicely in that they lay out what the reader can expect to get by continuing down the page. Organizing a composition- for some authors- can be dreadfully hard, but it is an absolute essential in competing for reader attention. State clearly the value of each point you are making and creatively remind her/him why it is vital to keep reading.

Description Tags – When your page is returned on a search result, the show usually includes a sentence or two from the description that you set when you built the page. Brevity is a huge challenge here. You only have a few characters to work with in convincing a prospective reader to click on your page. Bold statements, quickly delivered are the key to success. Statements similar to “Improve Profits by 30% in 30 days” are useful, but the author must back up any bold statements with solid facts and statistics later on the page.

Value and Value Statement – This must be continually presented and re-stated throughout the page or post. Readers must be reminded of the value they will find by continuing to read through the entire page. Reflect of the value to the reader and then organize key points and present them one by one.

Humor and Wit – Disarming a prospect with wit and charm is an age-ancient sales tactic that can also be quite effective when used on a web page. Frequently though, use of humor is more effective when used farther down the page, when competing for continued reader attention becomes more hard. Wit also helps in making the reader more comfortable in taking the ‘action’ that you need – such as in completing a ‘contact-me’ form or making a touchtone phone call.

Sales of products and services via the internet can greatly benefit by using principles of the ‘30 second pitch.’ What benefit is there for your company in convincing a reader to look at your page and then quickly losing her/him?

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