Event business owners, does your website make customers want to buy – or does it make them cringe?

When does the sales process start – and when does it end? Often it’s over before it begins.

A prospective client either likes you or they don’t – and all the sales technique in the world won’t make a difference. If a prospect is attracted to your business and likes the way you make them feel they will forgive many of your drawbacks. After all, you may not have as big of a selection or as much as experience as that jerk they spoke to, but they’re going to do business with you anyway – because, well you’re not a jerk.

So when does an event buyer decide they like your business? Instantly. That could mean the first time they see your website, pick up your business card or hear a story about you from a friend.

Recently I stumbled over two examples of websites in the event services industry that I think any buyer would love. They immediately convey competence, emotion, fun and warmth. You have to take a look at these examples.

First up is from the Queen of Fuzz herself at AvantGarb.com. They make costumes for company and team mascots – so you’d expect a fun and well designed site – and you won’t be let down. I tripped over this site on LinkedIn the other day and ended up watching their video and looking at all the fun stuff they do. This site makes me want to buy a company mascot costume – I don’t even need one. Check it out here.

Next up is a very clever UK wedding magician, Simon Alexander. “What the heck is a wedding magician,” you ask? One look at Simon’s website and suddenly you’ll see why it makes so much sense to hire him for a wedding reception. The site shows him as an approachable, fun and sophisticated performer. But the video on his site absolutely sells it. I don’t want to spoil the fun for you – check it out here.

These two sites are wonderful examples of how to pre-sell with marketing materials. You’re sold on the business before you ever pick up the phone. Unless something goes horribly wrong on that call, they stand a very good chance of making the sale.

Is your site exciting enough to inspire others to talk about it and your company? Chances are, no. Believe me, I review dozens of sites each month for clients and most are crap.  Here’s what’s wrong with most event services websites:

• Outdated.  Many look like they were built in the days of dial-up modems and it shows. Clients won’t consciously reject your offer because your site is out of date – they’ll just “feel” skeptical. We’re in the event business – and that means “show business” – and buyers instantly judge the quality of your business from the way you show your wares. How old is your site’s design? It looks it!
• Boring. Most event people copy from other event websites who copied theirs from big, boring corporate websites.  They even copy big, boring mission statements. Don’t be boring!

Speaking of mission statements, if you have one on your website that you wrote because it sounded good and you need to fill up pages – get rid of it or change it. You want your mission statement to drive your business – not just to sound impressive.

This is part of a typical mission statement from an unnamed event site:

“To provide the most knowledgeable, professional, resourceful and dependable service in the industry …”

Do you care? Does it have personality? No! It’s buzz-word crap.

Now check out AvantGarb’s mission statement:

“Our goal is to be the physical marketing component for our “parent” company. We strive to deliver countless hugs, laughs and “ooohs!” We resolve to be energetic, rambunctious and effervescent!”

See the difference?

Never forget that marketing, selling and persuasion are driven by emotions – you can’t bore somebody into buying.

Now, go out there, be different and make a difference!

P.S .

Think your site is a great example of a site that sells? Send me a note and I’ll check it out and maybe write about it here!

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