Visitors don’t care about the features your online community has to offer. They care about the benefits – particularly emotional benefits.
VisaJourney.com is a fantastic online community for those emigrating to the United States. On their registration page, they have the following box:
Here’s some great reasons to sign up!
Send personal messages
Use the messenger to send personal messages to other members!
Got an event coming up? As a member you can advertise it on our community calendar!
This is a wasted opportunity. Here’s a better suggestion:
Avoid the expense of immigration lawyers with free immigration advice.
Seek support – we all know what you’re going through and we want to help.
Be with your loved ones sooner – we’ll help you get the complicated paperwork right the first time
No doubt you can come up with a better alternative than my suggestion, but you get the idea. Sell the benefits, not the features. You can do this right now. It will take you less than ten minutes.