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Web 2.0: Are We Bowing To A False Messiah?
By Barry Densa (c) 2007

Are you absolutely beside yourself – giddy with delight because
Web 2.0 has finally arrived to help you sell more, sell faster,
make you richer, smarter, sexier, and lower your triglyceride
levels?

Whoops, I'm sorry... do you even know what Web 2.0 is?

Web 2.0, in a nut shell, is the latest evolution in the online
experience. The World Wide Web is now... ready... here it is: a
tad more interactive, technologically speaking.

Where does Web 1.0 end and Web 2.0 begin? Beats the heck out of
me! I'm basically your average techno-phobe – the proverbial
anti-Geek, if you will.

Nevertheless, Web 2.0 typically refers to an assortment of
internet-based communication tools and services – such as social
networking sites, wikis, and "new and improved" chat
functionalities.

Writing a book review on Amazon.com is apparently considered
Web 1.0 technology.

I know all of this is a big whoop for some of you, but for
others it's equivalent to the coming of the messiah (for either
the first or second time, depending on which operating system
you're laboring under).

Is Web 2.0 a Boon or a Bane for Consumers and Countries?

For most marketers, their company's website has been a rather
static billboard of sorts. But now, thanks to Web 2.0, a website
can provide visitors, prospects, customers and selected victims,
with a certain degree of "give and take".

You can talk to them, they can talk to you; you can learn more
about them, they can learn more about you; they can "experience"
you, you can "experience them" – in short, the level of
communication through a computer screen has been enhanced.

Some though fear that Web 2.0 will enable online marketers to
become even more intrusive and annoying... or liberating. China,
Saudi Arabia and other fundamentalist and ideologically
illogical regimes could be in for a big-time headache.

Nevertheless, Web 2.0 will eventually give way to Web 2.5, then
Web 3.0 and 4.0 and so on, until ultimately, long after we're
all dust, a computer screen will become a real – not virtual –
portal into whatever exists on either side of the screen.

Actually, there probably won't be a screen anymore; it'll be
more like a turnstile. Yes, the veil will have been lifted. And
the tag line, "Reach out and touch someone", will have reached
its fullest potential.

Here's the Problem...

Nothing has really changed. Web 2.0 will not sell your product
or service for you. Web 2.0 will not negate the importance of
salesmanship in print, in video, in audio, or any permutation or
combination not yet assembled.

All the "old" requirements and admonitions about how to sell,
and sell well, are still in full force.

The Top 10 Steps to Sell Your product – Even When Using Web 2.0

1. You need to identify a qualified market – those who are
ravenously hungry for your product or service. Throwing mud on
the wall and praying it will stick, won't work – never has,
never will.

2. You need a hi-quality product or service that will satisfy
your market's hunger, or fix their pain. No snake-oil scams
permitted.

3. You need to know how to grab your market's attention in a
stimulating and compelling way, so they know your product or
service exists. Waiting for the phone to ring is not a marketing
strategy.

4. You need to prove your product or service's value,
unequivocally detailing at length – why and how your product is
worth the price asked. Nothing is obvious when it comes to
selling.

5. You need to make an irresistible offer. Why must your target
market buy your product or service – and buy it now. Not to buy
and not to believe is everyone's natural first choice.

6. You need to remove all risk – by offering a solid,
confidence-building guarantee. "Trust me" is not a guarantee.

7. You need to anticipate all possible objections, and overcome
them. And don't think for a moment there won't be any. There
will always be objections and concerns – especially for a
first-to-market product or service.

8. You need to ask for the order! Bashfulness and timidity has
no place in sales. Ask, and only then shall you receive. Forget
this, and you can forget the sale.

9. You need to clearly explain what your prospect must do, step
by step, in order to buy, subscribe or inquire. Lead them to
your order page.

10. Take nothing for granted.

Web 2.0 is a tool – another road to get you to market. It will
not replace salesmanship. It can though make online marketing
and sales more effective... if you know what it takes to wrap up
a sale in the first place.
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Barry A. Densa is one of America's top freelance direct response
copywriters. Visit http://www.WritingWithPersonality.com and see
how Barry easily and quickly converts prospects into buyers
using "salesmanship in print" – and while there, sign up for his
highly regarded FREE ezine, Marketing Wit & Wisdom!
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