Website Writing – What Scenarios Can Do To Attract Clients to Your Website

January 30, 2011 by  Filed under: Marketing 

Using Scenarios in your website writing is one of the best marketing techniques that you can use. It is an idea that is not widely known. On your Who We Work With website page, you would use scenarios. These are short descriptions, each a concise paragraph, that detail some variation of the problems your clients have (that you can help them solve). To be most effective, you also include parallel solution scenarios — what those situations look like once clients have their problems solved. You use the solution scenarios on the How We Work page of your website.

Scenarios are profound and simple marketing techniques. They are effective because they define and pinpoint your target market as well as specifically illustrate the benefits of your work. Prospects get a crystal clear picture of your business — from their viewpoint. You let them know what’s in it for them. They can see, feel, and taste both the problem and the solutions. Here are some ideas on creating powerful scenarios.

1) Target your problem scenarios specifically to those client situations you most want to work with and you are most effective working with. This is the perfect opportunity to refine your market. Don’t use scenarios about types of clients you prefer not to work with. Emphasize those where you’re especially gifted or aim to attract a new segment of the market. This is a great tool to revise and upgrade your target market.

2) Describe the emotions that prospects have when they’re experiencing the problem scenarios and solution scenarios. What words, phrases and expressions have your prospects and clients used? What feelings have they described? How did they feel–awful hopeless or frustrated? How were their lives impacted by the problems and by the solutions?

3) Select scenarios that represent the full range of problems you want to solve. What are the issues you are best at? What types of situations are you most gifted with? What peculiarities are your strengths? Scenarios give prospects a robust picture of how your business works while staying prospect-centric. They can see their situation in your descriptions.

4) The critical factor is that prospects identify with your scenarios. They recognize themselves. They resonate with your words, and experience the thrill of excitement, they’re thinking, “Maybe, maybe, I’ve found the solution to my problem.” By using these word stories, you produce a much stronger attraction in your prospects. They imagine themselves in the situation. It’s more real.

5) Use your solution scenarios to incite strong desire in your prospects. Ideally they will experience a deep longing to have those same solutions in their own life. What do your prospects most deeply desire? What are they looking and hoping for? What would make them stop and think “this person seems to really ‘get’ me. Maybe I should find out more.” When you can make this happen, you’ve got your prospect moving toward working with you.

6) Think about scenarios as tools to illustrate who you work with, the problems they suffer from, and the results they get. Because you have a variety of scenarios, your target market will identify with some or all of the scenarios. That self-identification is magnetic in ways that plain marketing copy writing cannot be. They are “pictures” or stories and prospects can more easily “slip into” these specific scenes. They are real life and smack of authenticity.

When you do website writing for your business website, use scenarios to attract your target market to your services. They clarify both your target market and the benefits they get. They are one of the simplest and most powerful techniques you can use.

Suzi Elton provides business writing that attracts targeted prospects to your service business and converts them into clients for you. She is a Robert Middleton Certified Action Plan Marketing Coach, as well as a professional writer. Her website offers a free series of 8 assessments you can use to analyze your own site.

To learn about her Robert Middleton style Web Site Tool Kit Writing Package, go to

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Suzi Elton - EzineArticles Expert Author

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