April 18, 2011
The questions you first need to answer are:
- Are you capable of selling more online and how can I do it?
- Do your ads generate enough excitement in your prospects to get more clicks?
- Are your sales letters able to convert more prospects into customers?
- Are your articles effective and do they help in getting visitors to your site?
If you are getting the traffic but not the conversions, then you need to analyze how you can redefine your strategy to change this. Redefining your strategy is only the first step; you then need to take action to solve your dilemma. I believe the answers are simpler than you think, and I would like to share them with you.
Strategy 1: In your website, blog, or Email campaign, you have probably listed all the features, advantages, and benefits of your wonderful product or service. You can’t imagine why people would not want to exercise their option of taking advantage of this wonderful opportunity you have laid out before them. After all, you did extensive keyword research to ensure SEO engines would find your site. You even marketed the product wisely through solo ads, classified ads, banners, or your Email list. How could I have 10,000 visitors and only one conversion? Bottom line here is that selling is still a simple process, and there are no hidden keys to the mystery of selling. First and foremost is the fact that people buy what they want and not necessarily what they actually need. They came to your site because they wanted something, and what did you do to satisfy that want? Since people buy on emotion, you have to stoke that emotion. Retailers stoke emotion by putting magazines and candy in their checkout lanes. Anyone reading this knows you have made that very same impulse buy based on emotion and not logic.
Action Step 1: Since your prospects don’t know you or care about you or your success, you have to define the benefit of your product. The first basic principle of selling anything is this: “the customer must understand what’s in it for them”. I need to reiterate; this is the first vital key to selling. If I am your customer, I need to “buy in” to how this product will benefit me in my life. You need to give clear examples of how this product or service you are promoting has changed your life, why you are committed to it, and what it will do for them. Features and advantages are all great for exploiting the enhancements of your product, but you have to expound on the benefit of: “what’s in it for me”. Remember, a feature is what the product does. An advantage is what the product does better than a similar product. A benefit is what the product can do for me. Go back to the drawing board and redesign your efforts to include that benefit in your marketing. If you are getting that traffic but no conversions, this is the answer to that haunting query. Why am I not converting prospects to customers?
Strategy 2: You have a marketing strategy to get traffic to your site, and, once again, you are not converting. How have you designed the copy in your ads, E-Mail responses, or articles? I find most people are lead to believe that keywords and long tail keywords are the total answer, and without them, no one will find or visit your site. Well, keywords are important to a point, but they are far from the end all to be all. In fact, they can actually hurt you, if not used properly.
Action Step 2: Once you discover an effective strategy to get prospects to your site, you have to talk to them as you would talk to a friend. Meaningless ad copy, website content, or articles filled with loads of keywords are a strict taboo if you want your campaign to be effective and successful. Your main focus should be on imparting useful knowledge, ideas and practical tips that readers can use.
You also have to employ the benefit factor discussed in Strategy One. You can certainly use strategic keywords in places where you deem it necessary, but randomly populating your copy with keywords will just jeopardize the hours you put into your campaign. Your message will sound like a keyword stuffing party, and your reader will quickly lose interest. You have offered your prospect nothing of value.
The key for on line business people like us is we have to quickly tell our prospective customers why they should want what we have. We must convey that message in an articulate manner so you can generate that emotional interest in your reader.
Strategy 3: Have you provided any emotion driven reasons to purchase your product? Have you generated powerful enough emotions to cause prospects to take action steps NOW? You have to understand what encompasses the best motivations that apply to most every product. Using these tactics properly will spark interest in finding out more about your product or service and cause them to take action.
Action Step 3: You need to employ some promise of gain. How does your product help your prospect gain something? I can’t answer that question for your product, but I can tell you that you gained something from the product you are promoting. How and what you have gained needs to be conveyed to your prospect in a manner that is subtle but important. Don’t hard sell; but let them know how important this gain can be in their lives like it was in yours. You also must impart a fear of loss. Fear of loss is the other side of gain. This is where all the scarcity online selling comes from. Offline merchants use the same tactic as well.
How many times have you heard your local department store claim they are having the “biggest sale of the year!” That is the fear of loss telling you to act now or you will pay more later. Don’t scare your prospect, but they need to know they could lose out on a great price (or something else), if they don’t act now.
The more you understand how to employ all these strategies and then take action, the better your chances of converting prospects into customers. I hope these strategy tips and action steps help you in your endeavor.
Larry Hamilton is a successful entrepreneur who now focuses on helping people succeed with online marketing. For a more definitive look at affiliate marketing, or if you need help and just want to start making money with internet marketing, you are one click away at:
www.academyforinternetincome.com or visit my blog at: www.eliteaffiliatetools.blogspot.com