SolveYourProblem
Internet Marketing Series
Internet Marketing: How To Get My Business
More and more people are realizing that
the Internet offers great potential to set up a healthy business
for pennies on the dollar. This is good news for internet
marketers - but it also means that they need to lift their
game.
Why? Because the would-be "netpreneur" has
access to way more training than ever before. It's possible
to get
up to speed very quickly on what is needed to get started
online. This, in turn, means that people quickly recognize
what offers true value and what does not. They see so many
sales letters that they become, to a certain degree, immune
to the typical hype. They're willing to spend - but they
want value for money. They want to be treated like intelligent
and discerning adults.
So here's a message to all 'gurus' (and aspiring gurus)
who are keen to get their share of the dollars waiting to
be sent flying their way via cyberspace.
-
What
does it take to make people want to buy "you" rather
than some other internet marketer?
-
What
might make people want to unsubscribe from your list?
-
And
what pushes them into asking for a refund?
What Makes People Want to Buy?
-
They
buy if they can see that a product will give them new
knowledge and understanding.
-
They
buy if the purchase will speed up business growth.
-
They
buy if a product will automate a task that eats into
their time. (People quickly learn to spend their
time on marketing and product creation, rather than
repetitive tasks.)
Tip: Once newbies have been exposed to a
few sales pages, it's not long before they learn to look
beyond the sales
hype. They study a sales letter carefully to work out what
the product will "really" offer them. (Do they
need this? Or will it duplicate something else they own?)
They also learn to look for value for money. Some higher-priced
products are worth every cent. Some cheaper products add
very little to what they already know.
(Note: Savvy internet marketers already realize that if
they put together online interviews offering truly valuable
information, they are far more likely to attract and keep
new customers. A quick example: Jane Smith listens to a one-hour
audio interview on search engine optimization and traffic.
She finds out some really useful information she has not
so far heard anywhere else. She decides that this guy knows
what he's talking about and shells out a couple of hundred
dollars for his products.)
What Makes People Want to Unsubscribe from a List?
-
Getting
four identical emails trying to sell them the same
product, because the sender hasn't figured out how
to
move them from one list to another after they buy.
-
Getting
a 'canned' email sounding full of excitement about a
new product or service - which turns out to be a duplicate
of the email they get from six other marketers who
are affiliates
for the same product.
-
Getting
email from a product creator about anything under the
sun because you bought XXX product from them. If your
customers sign up for a newsletter, they expect mailings.
What Makes People Want to Ask for a Refund?
In the past, buyers tended to shrug and write off a bad
purchase. But increasingly, people are prepared to stand
up for their rights. If they feel they have not received
value for money, they will ask for a refund.
So what makes them decide to ask for their money back?
-
Software
that doesn't work as it is supposed to.
-
Physical
products (CDs, DVDs) that don't work on their systems.
-
An
e-book that is full of content easily found in an hour's
net-surfing.
-
An
e-book that has skimped on content or that has been
poorly written.
-
An
e-book that not only skimps on content but is full
of links to up-sells to get the 'really valuable' information,
or is full of affiliate links.
The last case, an e-book full of affiliate links or links
to an up-sell...is something you should be giving away free
as part of your viral marketing campaign. Charge for it and
you risk your reputation for being a source of quality information.
Other things that bite into your customer's valuable time.
-
MP3's
that are streamed from a website rather than being
downloadable.
-
e-books
that are in ".exe" format
only, so the customer can't print them out in one 'hit'
(and can't access
them on a Mac computer).
Give your clients anything that they can listen to or read
away from the computer. Most of them spend enough hours a
day at the keyboard already. They'd rather load an audio
interview
into their MP3 players and listen while they go for a walk
or relax in the sun. They'd prefer to print out an e-book
and read it or mark it up while sitting in an easy chair.
Please, please don't tether them to the computer!
And finally, about those "name squeeze" pages.
People are very quickly getting tired of having to give up
their email addresses just to get to a sales page. Do you
want them to buy or not? These days, unless there's a huge
buzz around the Net and they want to see what it's all about,
prospective customers are just as likely to click the 'back'
button on their browser, or close the window and leave.
After all, there's always another internet marketer waiting
to sell them a product. Probably one very similar to yours.
Marketers who respect their client's time and intelligence
are the ones who will get their loyalty - and their cash.
# # # # #
SolveYourProblem.com : 2007
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