When it comes to buying products online, you'll generally
find one of two things to be true about the pages you order from:
1)
The copy is very well written, extremely compelling,
and gets you excited about buying and owning the product.
or
2) The copy is very poorly written,
hard to read, and you order only because you were pre-sold on
this product through a personal recommendation or a specific need
for the product (regardless of their writing skills).
Price,
too, can be considered a factor of that 'copy'. There is a specific
"perceived value" associated with certain price points
that may affect your decision to buy one way or the
other.
Obviously there can be many variations and 'in betweens'. The
more important aspect of your buying experience is testing or
using the actual product.
If
the copy was very specific, exciting and compelling - and also
high priced... you may find yourself disappointed that the actual
product doesn't do what the sales page suggested to you that it
would.
If
the copy was very poorly written and vague at best, you may find
yourself content with it - and consider all of the extra features
(that you weren't made aware of) to be a positive.
On the flip side, if you are extremely pleased with the product,
in the case that the copy was very specific and compelling, you
may feel confident that you made a very good choice. In the case
that the copy was vague and poorly written, you'll feel like you
got a "steal" of a deal on that product and again -
will be really pleased with yourself.
Now, let's switch seats and view this from the perspective
of being the SELLER. How do your visitors feel? And just as important
(if not more)... how do your buyers feel?
Your
"copy" is your chance to build a relationship with potential
buyers, and also with the buyers themselves. It is an opportunity
to develop a foundation, from which you can begin to build a rapport
with your target market.
Equally
important is the tone and the focus of your follow-up messages
and additional marketing strategies.
Do you lose business on the front end by turning them off visually
and intellectually?
Do
you pull people in, only to turn them off?
Do
you pull people in, and continue to build a solid and positive
relationship with them?
Do
you pull people in, and then leave them hanging (ie never follow
up)?
These are important questions to ask yourself! Take a
moment today to switch hats (you've purchased plenty of products
in your lifetime - this should be easy!). Analyze your web pages
and your entire marketing strategy ("the process") from
a buyers perspective.
Are
you creating a good atmosphere for a long-term relationship?
Are
you evoking the desired emotion, and encouraging people to take
a positive and comfortable (related) action?
These points are the KEY to building a successful long-term business.
I encourage you to tighten your focus, edit your wording, improve
your copy, and consider every other possible way that you can
make the foundation of your e-business even stronger.
A few more things to consider:
There's more to business than the dollar signs. Those
that are truly successful (long term) offer great products or
services at reasonable prices, and build strong and lasting relationships
with their target market.
(These points are not just for those that sell products or services.
You can also apply all of this to the newsletter you publish,
the way you set up your affiliate sites, etc.)
If, after examining your "sales process", you have any
questions - or even comments - you know where to find me ;)
The
link to the SSWT Discussion Forum is:
http://www.SelfStartersWeeklyTips.com/forum/
Have a Super-Successful Week!!
Lynn Terry, Site Admin
Lynn@SelfStartersWeeklyTips.com