Free Internet Advertising Tips: Part 4
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The Close
Understanding The Human Factor Of Web Sales
People buy on Emotions, then Rationalize buying decisions based on facts.
Selling online would be so much simpler if you could just drive qualified traffic to your site and then present your product or service. But this approach routinely fails because humans go through a complex mental process when they make a purchase.
Hold the Interest and grab the Emotions of your visitors and you can sell anything! This is very important for you to understand. Don't make the fatal mistake of mixing technical information into your sales effort. Speak to their emotions and link to technical specs. Your visitors want to know What's In It For Me?
You need to construct an effective sales process to be successful on the internet. Lead potential customers through the buying process, the way THEY want to buy. Your personal opinion of your text and visuals is not important - you are not the one buying.
What's In It For Me?
What's In It For Me? is the fundamental motivator. This is what visitors have on their mind consciously or subconsciously. Your visitor's first question for deciding to stay (and buy!) is: What's In It For Me? Why should I stay at this site and continue to read on? This is why headlines are so important. They answer that basic question up front. Like the example of "Would Working at Home give you More Time with Your Family?" What's In It For Me? - More Time with My Family.
People Want Benefits!
They only want to know "What can your product do for ME?" Your product's greatest benefits should Hit Them Right Between the Eyes in Bold Letters! Impact, impact, impact!
Is your site full of useless irrelevant information about your company? Do you talk about yourself, or your potential customer? Give them your mission statement and they'll leave. Remember, your visitor does not care about you, or what you're doing!
You must focus on your customer if you want to make your online business successful. Every page must be "Customer Focused" - not "Company Focused". Always speak to what your customer wants. You can't actually talk to your customer, so your text has to talk to them in a way that you would normally talk to them. Remember that! You can never use the word "You" too much. Using the word "You" makes your site personable to the visitor. Always focus on your visitor. Use their emotions to your benefit.
Keep It Simple - Success Will Follow
In spite of all the Internet technology, it is still the Human Factor that brings success - Satisfying The Customer. Your overall goal should be to please your visitors - success will follow. A delighted visitor is most likely to complete a purchase, refer your business to others and become a repeat customer!
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