More and more people are realizing that the Internet offers
great potential to set up a healthy business for pennies
on the dollar. This is good news for internet marketers -
but it also means that they need to lift their game.
Why? Because the would-be “netpreneur” has access to way
more training than ever before. It’s possible to get up to
speed very quickly on what is needed to get started online.
This, in turn, means that people quickly recognize what
offers true value and what does not. They see so many sales
letters that they become, to a certain degree, immune to the
typical hype. They’re willing to spend - but they want value
for money. They want to be treated like intelligent and
discerning adults.
So here’s a message to all ‘gurus’ (and aspiring gurus) who
are keen to get their share of the dollars waiting to be
sent flying their way via cyberspace.
1) What does it take to make people want to buy “you” rather
than some other internet marketer?
2) What might make people want to unsubscribe from your
list?
3) And what pushes them into asking for a refund?
What Makes People Want to Buy?
- They buy if they can see that a product will give them
new knowledge and understanding.
- They buy if the purchase will speed up business growth.
- They buy if a product will automate a task that eats into
their time. (People quickly learn to spend their time on
marketing and product creation, rather than repetitive tasks.)
Tip: Once newbies have been exposed to a few sales pages, it’s
not long before they learn to look beyond the sales hype. They
study a sales letter carefully to work out what the product will
“really” offer them. (Do they need this? Or will it duplicate
something else they own?)
They also learn to look for value for money. Some higher-priced
products are worth every cent. Some cheaper products add very
little to what they already know.
(Note: Savvy internet marketers already realize that if they
put together online interviews offering truly valuable
information, they are far more likely to attract and keep new
customers. A quick example: Jane Smith listens to a one-hour
audio interview on search engine optimization and traffic. She
finds out some really useful information she has not so far
heard anywhere else. She decides that this guy knows what he’s
talking about and shells out a couple of hundred dollars for
his products.)
What Makes People Want to Unsubscribe from a List?
- Getting four identical emails trying to sell them the same
product, because the sender hasn’t figured out how to move
them from one list to another after they buy.
- Getting a ‘canned’ email sounding full of excitement about
a new product or service - which turns out to be a duplicate
of the email they get from six other marketers who are
affiliates for the same product.
- Getting email from a product creator about anything under
the sun because you bought XXX product from them. If your
customers sign up for a newsletter, they expect mailings.
What Makes People Want to Ask for a Refund?
In the past, buyers tended to shrug and write off a bad
purchase. But increasingly, people are prepared to stand
up for their rights. If they feel they have not received
value for money, they will ask for a refund.
So what makes them decide to ask for their money back?
- Software that doesn’t work as it is supposed to.
- Physical products (CDs, DVDs) that don’t work on
their systems.
- An e-book that is full of content easily found in an
hour’s net-surfing.
- An e-book that has skimped on content or that has
been poorly written.
- An e-book that not only skimps on content but is full of
links to up-sells to get the ‘really valuable’ information,
or is full of affiliate links.
The last case, an e-book full of affiliate links or links
to an up-sell…is something you should be giving away
free as part of your viral marketing campaign. Charge
for it and you risk your reputation for being a source
of quality information.
Other things that bite into your customer’s valuable
time.
- MP3’s that are streamed from a website rather than
being downloadable.
- e-books that are in “.exe” format only, so the customer
can’t print them out in one ‘hit’ (and can’t access
them on a Mac computer).
Give your clients anything that they can listen to or
read away from the computer. Most of them spend enough
hours a day at the keyboard already. They’d rather
load an audio interview into their MP3 players and
listen while they go for a walk or relax in the sun.
They’d prefer to print out an e-book and read it or
mark it up while sitting in an easy chair.
Please, please don’t tether them to the computer!
And finally, about those “name squeeze” pages. People
are very quickly getting tired of having to give up
their email addresses just to get to a sales page.
Do you want them to buy or not? These days, unless
there’s a huge buzz around the Net and they want to
see what it’s all about, prospective customers are
just as likely to click the ‘back’ button on their
browser, or close the window and leave.
After all, there’s always another internet marketer
waiting to sell them a product. Probably one very
similar to yours. Marketers who respect their client’s
time and intelligence are the ones who will get their
loyalty - and their cash.
David A. Bailey, Jr shares his best, little-known, and
top-secret, money-making ideas, projects, plans and hot
new information products and services. Learn the latest
ways to make money on the Internet that really work.
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