| You've got products. You've got a
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| | Write articles, create presentations, and
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| website. You've even got some traffic
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| | demonstrate your expertise.
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| (hey, even a little traffic is some!) Now
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| | 8. Be Genuine
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| comes the clincher for any business. To
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| | When writing website copy, direct your
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| make money, you need to entice online
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| | message to one person who represents your
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| visitors to buy your stuff.
| |
| | target audience. Personalize your
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| How can you do this? Well, you can't grab
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| | marketing emails by using people's first
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| hold of their hands and make them click
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| | names and other personal information.
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| the "Buy Now" button. But you can do
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| | 9. Relate
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| specific things that may help them decide
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| | Convince your target audience that you
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| to click on it themselves.
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| | know and understand their problems by
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| In my line of work as a client attraction
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| | sharing stories and specific examples.
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| marketing coach to small businesses, I've
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| | 10. Stay in Touch
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| seen many business owners who
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| | Don't let prospective customers slip
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| consistently let visitors click off to
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| | away. Make every effort to get them to
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| web wonderland rather than convincing
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| | give you their first name and email
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| guests to buy their wares. These
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| | address by offering them a free ebook or
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| businesses may have products or services
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| | report. Stay in touch with prospective
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| that are just as good or better than
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| | customers by sending them a regular
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| their competitors, but they're missing
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| | e-newsletter with useful tips and
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| out on some key information about how to
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| | friendly updates about your company.
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| convert page views into sales.
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| | Case Study: Tracy's Picks
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| Relationship-Building: The Missing Link
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| | One of my clients, Tracy Jones, sought
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| to Online Money-Making
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| | out my coaching services to help her
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| To understand how your visitor's online
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| | brand and market a new program in Austin
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| experience can lead them down the buying
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| | called "Tracy's Picks." Tracy's company
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| path, first "become" your visitor. What
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| | helps restaurants serve
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| convinces you to buy things from other
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| | portion-controlled meals to their
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| websites? Being human, most of us are
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| | customers and educates customers on the
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| more eager to buy from companies or
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| | benefits of purchasing these meals.
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| people whom we feel we like, know, and
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| | Like many small businesses, Tracy had a
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| trust.
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| | website that wasn't taking full advantage
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| An online customer can't look you in the
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| | of the internet's potential to help
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| eye, shake your hand, and think, "Hey, I
| |
| | customers "know, like, and trust" her
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| like, know, and trust this person!" The
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| | business. It's a good, clean website, but
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| good news is that by taking shrewd
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| | it needed to be tweaked to help customers
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| advantage of the the multimedia nature of
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| | really feel a connection to Tracy and her
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| the internet and the power of good
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| | business.
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| writing, you can give your visitors the
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| | I recommended that Tracy:
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| experience of having a positive, personal
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| | 1. Change her photo to a more intimate
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| relationship with you.
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| | shot that would help customers feel a
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| Here are some tips for boosting your
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| | greater sense of closeness with her.
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| personal relationship with customers to
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| | 2. Move her opt-in box higher up on the
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| help them feel an intimate connection
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| | page to encourage more visitors to sign
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| that makes them more likely to buy from
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| | up for her newsletter.
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| you.
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| | 3. Add a picture of the free ebook that
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| Before I share the tips. I ask that you
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| | people receive when they sign up for her
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| make an intention. Intend to use tips
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| | newsletter.
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| that reach you. You are reading this
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| | 4. Post a blog, which serves the dual
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| article for a reason.
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| | purpose of providing fresh content for
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| Ten Relationship-Building Tips
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| | search engines and helps people learn
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| 1. Show
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| | about a company in a more personal way.
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| Post photos of your employees and your
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| | 5. Provide articles and outgoing
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| workplace. This helps visitors feel more
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| | pertinent links.
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| like they know you.
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| | Your Homework
|
| 2. Tell
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| | As a client attraction marketing coach, I
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| Add audio clips of you speaking about
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| | can't leave you without assigning some
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| your products or services. Neuro
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| | homework to help your rev-up your site up
|
| Linguistic Programming (NLP) tells us
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| | to its full relationship-building
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| that many of us learn with our ears as
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| | potential.
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| well as our eyes -- don't miss out on
| |
| | Go to your website now and take a good
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| this additional way to connect.
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| | look at it. Go on, I'll wait.
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| 3. Educate
| |
| | Now ask yourself:, "If I were a new
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| We all like learning new things. Help
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| | visitor to this site, would I feel that I
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| customers like you more by providing them
| |
| | 'know, like, and trust' this business?"
|
| with useful articles.
| |
| | What could be added or changed to make my
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| 4. Share
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| | experience with this business feel more
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| Showcase your generosity by providing
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| | personal and inviting? (Hint: re-read my
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| visitors with other people's articles and
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| | Ten Relationship-Building Tips above).
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| links to pertinent websites.
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| | Write down what you as a prospective
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| 5. Care
| |
| | customer would like to see that could
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| Ask for feedback and comments. This helps
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| | help you make a decision to purchase your
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| customers know that you're in the
| |
| | website's products. When I say write, I
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| business of serving them and that you
| |
| | mean write. Get out a piece of paper and
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| take their opinions seriously.
| |
| | pen and jot down your ideas.
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| 6. Clarify
| |
| | Now make a commitment to implement these
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| Define any confusing terms in your copy.
| |
| | ideas on your site.
|
| Let them know exactly what you want them
| |
| | Presto, you've just increased your
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| to do for you. People like to follow
| |
| | potential visitor-to-buyer conversion
|
| clear instructions. When people feel
| |
| | rate. And you've done it without paying a
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| comfortable with their online experience,
| |
| | penny in advertising or pay-per-click
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| they're more willing to purchase.
| |
| | fees.
|
| 7. Be an Expert
| |
| | It just goes to show that a personal
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| Don't let people choose between you and
| |
| | touch still goes a long way, even across
|
| your competitors. Let them know that
| |
| | the wires.
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| you're the only one who can help them.
| |
| |
|
