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Get Your Ducks in Order
© 2003 By
Bob Osgoodby
Some people equate the cost of an item to its
value. Others
comparison shop to try to find the best price. Maybe both
are
correct in a way, but most people try to look at the whole
picture.
If someone jumped out of a dark alley, and tried to sell you
a
Rolex watch for fourteen dollars, you might look askance at
the
offer. But if that's what you wanted, you would do your
homework, find out the going price, and then shop around a
bit.
Would you necessarily purchase the one at the lowest cost?
Maybe
you wouldn't. What factors would you weigh in your decision
making process?
Probably one of the strongest would be the reputation of the
seller. How long have they been in business? What is their
background? What is their refund policy? Do they give the
appearance of a business, or do they look like that guy who
jumped out of that dark alley?
If you hope to have any chance of succeeding on the web, you
must
address this issue. You can't expect people to buy from
someone
they don't know and have never met. When you deal with
someone
in a retail "brick and mortar" business, you are in "face to
face" contact. You can also see the product offered. Since
you
don't have this capability when buying on the web, sellers
have
to address that issue in a different way.
Your name, picture, a short "bio" and phone number go a long
way
to allay fears a prospective customer might have. But that
should not be the focus of your website - your product or
service
should. However, it is important to include an obvious link,
that takes prospects to where they can get that information.
It is extremely important that your whole operation reeks of
"professionalism". This includes not only your web site, but
also all the ads that try to entice people to visit you
there.
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Your ads should be concise and powerful, with only one
purpose,
and that is to get them to your web site where you will hope
to
make the ultimate sale. Bad links in your ad, misspelled
words,
poor grammar and ads that are too long will only guarantee
one
thing - failure. People are bombarded with so many ads on
the
web, that they quickly recognize the "weekend hucksters",
and
learn to avoid them.
I visit several dozen web sites every day constructed by
people
who submit ads to us, and am appalled at the "crudity" of
some.
If your web site looks like it was thrown up with little
effort
or forethought, you really don't have much of a chance of
doing
business.
In the same vein, if your web site is recognizable as an
affiliate program, you also have little hope of doing a
decent
business. Most of these ads, to put it bluntly are "tired"
and
are immediately recognizable from their URL. This is why it
is so
important for you to have your own web site. You can have
links
to the affiliate sites, but the whole purpose is to first
sell
yourself. If you do that, selling your product or service is
a
whole lot easier.
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If your product is highly overpriced, and don't forget
that
shipping and handling add to the bottom line, you will
quickly
recognize the error of your ways. Now, price isn't
everything,
but you must be competitive. If someone can get the exact
same
thing at a lesser price, and with all other things being
equal,
they will shop there.
You must have a guarantee! If someone is dissatisfied with
your
product or service, you must be prepared to refund their
money.
And, you must also present an image where they will believe
your
guarantee. If they have a way to contact you directly, your
guarantee will be a whole lot more believable.
Price isn't everything if you have all the other "ducks in
order". Most people are willing to pay a bit more if they
are
comfortable with the seller. If they aren't, price doesn't
matter.
ABOUT THE AUTHOR:
Did you know that subscribers to Bob Osgoodby's Free Ezine
the "Tip of the Day" get a Free Ad for their Business at his Web
Site? Great Business and Computer Tips - Monday thru Friday.
Instructions on how to place your ad are in the Newsletter.
Subscribe at:
http://adv-marketing.com/business/subscribe2.htm
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