Marketing Tip of the Week
Selling from Your Web Site
People will not buy from your web site until they trust you. Because
the web is so impersonal, and because there are so many scam artists
out there, gaining your prospects' trust online is more of a challenge
than doing it in person, or even over the phone. As the New Yorker
cartoon put it, "On the internet, nobody knows you're a dog."
It takes time to build trust. And to earn that time, you've got to
earn your prospects' attention, not just once, but repeatedly. How can
you gain their permission to hold their attention over time?
Here are two suggestions:
1. "Bribe" your visitors to give your their email addresses. That way
you can stay in touch with them proactively. Offer them a free report,
a checklist, an eBook, something of immediate and compelling value.
Then communicate with them in a way that doesn't annoy them or waste
their time. Don't go for the quick, hard sell. Don't give them
platitudes. Don't send them pictures of your puppy. Do offer them free
value that is a sample of your product or service. Position yourself
as a trusted advisor, rather than a quota-hungry salesperson.
2. Provide constantly updated content on your web site, so that people
bookmark your site and visit on a regular basis. Offer a "Tip of the
Week" and make sure people know about it. Archive the old ones and
keep updating on a regular schedule.
You can combine the two strategies and remind your email list to check
your web site whenever you post an update. Remember, if nobody knows
about it, it doesn't matter if you're doing it.
Let it shine!
To find out how I can help you create compelling web content, email me at
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