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