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FEATURE ARTICLE:
How To Design A Killer Website That Makes
The Sale Virtually Every Time
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This guy is an
unbelievable sales representative...
...and he is
available to go to work for you right now!
Let me tell you
a bit about him. He works around the clock...24 hours a day, 7
days a week. He never takes a lunch hour nor a fifteen break to
grab a snack. He's a real pro, but doesn't charge like a pro.
In fact, he works almost for free. This guy is a selling machine,
bringing in the profits day after day after day. Whatever I ask
him to do, he does it without question or comment.
Wouldn't you
like to have a sales rep like this guy to promote your web business?
You do.
After all, he is my website.
You see, a
website is your personal sales rep that never takes a break, nor
questions your sales decisions. Your website works basically for
free and, when used properly, can bring in the profits over and over
again.
Let's face it,
not every website is a record breaking sales representative.
However, with a few quick tips you can have that slumping sales rep
moving your product as if he came back from a Dale Carnegie Sales
Seminar!
How about a
quick workshop?
Every sales
rep, excuse me, every WEBSITE, needs to have at least 8 things to
consistently make the sale...
1. A
clutter-free path to your purpose. Every website needs a purpose.
What is yours? To obtain new leads? Make the sale?
Attract new affiliates? Whatever your purpose, there needs to be a
clear path that leads straight to it. Every unnecessary link,
banner and button only serves as a distraction, oftentimes pulling your
potential customer away from your website altogether.
Think about it
this way. Would a "real world" company send a sales rep
out to promote products and services other than that of the company?
Not usually. Why? Because the company is more interested in
selling their own products than earning a smaller commission on someone
else's. Learn this: the less options there are, the easier
it is to make a decision. When I go to McDonald's for ice cream,
it's either vanilla or chocolate. I make my decision quickly.
Baskin-Robbins is an entirely different story. With 31 flavors to
choose from, which one should I select?
The point is
simple: If you want to sell YOUR product, then eliminate (or
at least reduce) all references to outside sources. Affiliate
programs are a great source of income, but they are best used as
back-end products. Your website needs to be YOUR sales rep first,
and then suggest other products later.
SIDEBAR:
Check out the websites of the most well known web marketing
"gurus" online and see this in "living color."
Ken Evoy (http://www.sitesell.com), Cory Rudl (http://www.marketingtips.com)
Marlon Sanders (http://www.higherresponse.com) and Terry Dean (http://www.allthesecrets.com)
have high response sites. One thing distinctly absent from their
webpages are references to any product other than their own.
2. A unique
sales proposition. When I worked in a commercial print shop, our
sales representative let me in on a secret to his high sales.
Whenever he approached a business to solicit their printing orders, he
always left behind a Hershey's Chocolate Bar. Why? Because
in the city I worked in, commercial printing was a very competitive
market. Our sales representative had just separated himself from
the competition. He was different. He was unique. That
Hershey's Chocolate Bar subconsciously left our company name in each
contact's mind. Whenever they needed printing - voila - they
remembered our sales representative and we usually got the order.
To succeed
online (where there are 50 gazillion other people trying to do what you
do, if you can even remember what it is that you are trying to do ;-)
you must stand out. Your proposal must be different than the rest.
Your entire approach must separate yourself from the others.
In the past,
things like a demo or trial membership worked well. An excerpt or
preview was a great idea just months ago. While these still work,
a crowded marketplace is growing. Just a few months ago if I saw a
"Free 5 Day Web Marketing Course" I would have requested it
immediately, because it was something new. Now, they are
everywhere. "Oh, another 5 Day course" is my response.
There needs to be something different to grab the customer.
Something they haven't seen 50 times in the past half hour...
...you've got
to find your Hershey Bar.
3. Useful
content. When someone visits your website, they are looking
for something specific. He didn't stumble across your site by
accident. Learn this: Everyone who visits ANY site online is
looking to meet a need in his life. Did you catch that? Let
me repeat it because it is important. Everyone who visits ANY site
online is looking to meet a need in his life. There are no
exceptions. Whether it be to make new friends in a chat room,
purchase a bouquet of flowers to ship to mom, or find information on how
to promote a website, we surf the net to meet SOME need in our lives.
Your website
must provide some way of meeting whatever our need is that led us to
your place. There are three keys to providing content that meets
needs...
(a) It should
be immediately usable. We live in a world that will not wait.
We demand action. We want fast results. Your content must be
immediately usable, something that can be accessed in minutes.
Unless it is such an overwhelmingly attractive offer that we cannot
refuse it, we won't wait around...
...we'll just
surf on over to someone else's site where we can get it now.
That's the
reality of the web.
(b) It should
be fresh and original. Keep your content updated. The
kiss of death is to have information on your website that is no longer
applicable or newsworthy. Outdated material doesn't meet a need.
If possible,
your content needs to be original. If someone arrives at
your website and sees the same exact banner, the same exact article, the
same exact content that they have seen at hundreds of other websites...
...then it is
going to be tough for you to make a sale.
Imagine a sales
rep trying to sell black and white televisions in a color tv world.
Not going to happen, is it?
I If you are
promoting the same product as many others, make your USP (unique sales
proposition) original...that's what makes it "unique."
Don't use the same banners as every other affiliate. Don't use the
same classified ad. Be different. Promote a different angle.
An easy way to
be original is to target a niche. For example: When I
completed my first web marketing course, I realized that there were
hundreds, maybe thousands, of other courses similar to mine. How
could I be original? Being a Christian, I looked around and saw
that there were ZERO web marketing courses designed to help Christians
market online. Voila! I made some changes to my website and
focused on a niche. That got me started and soon my outlet grew.
(c)
It should solve a problem, rather than prevent one. The old adage
may be, "An ounce of prevention is worth a pound of cure," but
it sure hasn't caught on in the real world. We want solutions to
existing problems, not preventions from ones that may or may not come
along.
Think about it.
How many teenage guys are beating down the pharmacy doors to purchase
the latest hair-growing tonic? Not many. They have a full
head of hair. It's not a problem yet. I know, I was one of
them. By the way...
...got any
Rogaine I can borrow? ;-) See, now I have a need that I would like
solved.
We are looking
for solutions. Remember, everyone who visits ANY site online is
looking to meet a need in their life. We have problems that need
solutions. We have questions that need answers. We have
mountains that need moving.
How will your
content help us meet those needs?
(4)
Professional, quick-loading layout. The appearance of your website
speaks volumes about the product or service you offer. Imagine an
unshaved, shabbily dressed sales representative walking into a meeting -
a half hour late - with mustard on his sales proposal. That
company just lost a sale.
Unfortunately,
many websites look like this kind of sales rep. The layout
resembles either a shabbily dressed salesman or they go overboard and
look like a rep who is wearing a Halloween costume. The graphics
load slowly, like someone 30 minutes late for a meeting. The sales
letter is filled with typographical and grammatical errors, and it has
no flow from one paragraph to the next. Oooh! Looks like
mustard stains!
The appearance
of your website is critical to the success or failure of your online
business. It must...
- Have a professional layout design
that is pleasing to the eyes.
- Be quick-loading, free of any
graphics that make visitors wait for an extended period of time.
(Most of us are VERY impatient and won't wait long)
- Be typographically and grammatically
accurate. Check it no less than 5 times.
- Flow from one paragraph to the next
in an easy-to-follow, easy-to-understand language.
- Focus on the benefits to the
customer. How does it meet their need?
Your website is your salesperson, remember?
Maybe it's time for a new suit.
(5) A sense of
urgency. Let's be real honest here. You want them to buy
today, right now. If they leave, then they may never come back.
They may find a more attractive offer elsewhere. Their automobile
could need new brakes. A thousand things could happen that would
leave you missing a sale.
You want them
to buy today, right now. So, put your sales rep to work!
Your website
should, in some way, say, "If you don't act now, then you are going
to miss out." Instill a sense of urgency in the reader.
Let them know that they are taking a great risk by waiting. They
need to place their order now if they are going to take advantage of
your super offer.
There are two
often used methods of instilling a sense of urgency...
(a) Post a
deadline. Make a "limited time only" offer. Maybe
it is for a special price or perhaps for some bonus items. Let the
reader know that if they want to take advantage of your special deal,
then they cannot delay.
(b) Limit your
quantities. This is a variation of posting a deadline.
Inform the customer that only a certain amount of product will be sold
at the special price. Only a certain amount of new affiliates will
be accepted. Only a certain number of units are available.
"Supplies are limited, so act fast" -how many times have you
heard that. Amazingly, it works again and again.
Every website
needs to present the message of urgency. If nothing else, use
action words like, "Act Fast!", "Order Now!", or
"Place Your Order Today." Call the reader to action.
You want them to order don't you?
So, act fast
and go tell them now! ;-)
(6) Bonuses
that are more valuable than your product. Ginsu made this one
famous. They pitched a set of steak knives for $19.95. BUT
WAIT! If you "order now" then you will also receive...
They went on to include about 500 different kinds of knives and utensils
for free. By the time their commercial was over, most people
couldn't help themselves. Good grief, they were offering $500 in
free bonuses, right?!
Bonuses add
more value to your offer. There is no set rule as to how many
bonuses you should offer or how much value they should represent.
I always try to include at least 5 bonus items. On one of my web
marketing ventures I even included 50 bonuses!
A WORD OF
CAUTION: Make sure the bonuses you offer are quality items.
Reprint rights to 50 outdated reports do not qualify as "quality
items." Nor do those diskettes with 50 million email
addresses for you to spam and get yourself bounced off of the internet.
Shareware programs? Nope. Your bonus items must be of
legitimate value. If you offer worthless bonuses just for the sake
of having bonuses, then your potential customers will equate the value
of your bonuses with the value of your product. A valueless bonus
= a valueless product = no sale.
That's a
formula for failure.
Give away
enough high quality bonuses to at least triple the value of your product
and you should see a rise in sales faster than you can say, "Ginsu."
(7) A summary
post script message. Everyone reads the "P.S." at the
bottom of the letter. Everyone. If someone takes the time to
read through your website sales letter, then I guarantee you they will
read any "P.S." you have attached at the bottom. Use the
"P.S." to drive home some important fact about your proposal.
Remind them of the deadline. Offer an additional bonus. Use
it in some way to get in a last bit of information to seal the deal.
One of the best
ways to use a "P.S." is to summarize your entire offer.
When many people arrive at a website, the first thing they go to is the
end of your sales letter. Why? Because they want to know how
much it is going to cost. If they see a price that they are not
comfortable with, then many will never even read your sales letter at
all. Use the "P.S." to summarize your offer. The
customer will see the price, but they will also see EVERYTHING that is
included...product, bonuses, deadline.
Research has
shown that adding a "P.S." can actually DOUBLE your sales.
By adding one simple thing to your website, you could be doing twice the
business.
I don't know
about you, but I'm going back to my website and adding a
"P.S." :-)
(8) A freebie
to follow-up. Experts (whoever they are) say that it takes as many
as 7 follow-ups to make a sale. If the reader decides to pass on
your offer for now, then there is one thing that you absolutely need in
order to make the sale...
...you
need their email address.
You need some
way of contacting them in the future to follow-up. If you don't
obtain their email address, then you will have no way of ever knowing
who they are or how to contact them.
The easiest way
of obtaining the email address of a potential customer is to give them
something for free. Whether it be a subscription to
your newsletter, an ebook, a sample of your product, or a trial
membership, you need some freebie to offer. Set up a simple form
for the reader to enter his name and email address in order to receive
your special gift.
Again, I must
caution you, your freebie must be something of quality content.
Use the names
and email addresses you receive for future follow-up. By using an
autoresponder you can actually have the entire follow-up process
completely automated.
Your website is
your sales representative. It represents you, your business
and your product line...
...so make sure
it represents you well.
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Copyright © 2000 Jimmy D. Brown. All
rights reserved worldwide. Jimmy D. Brown is helping average people get
out of the rat-race and earn a full-time living online. For more
details on firing your boss and creating your own internet wealth, visit
us at ProfitsVault.com
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