Make your web site sell
If you want to make your
web site sell over the Internet
you must understand the basic
idea behind the purchase process.
The first and most important
thing you must understand is that
people will not buy your product
because they “need” your product
but because they “want” the
product. The explanation is
very simple, in any field you
choose you are battling
against your competitors; the
difference between you could
be the service terms, the price,
the brand name of the web site.
But it is most important is to understand
that the customer will base
his purchase on one major factor:
perception.
This is a concept you must
be familiar with; it’s all about
perception and how the customer
will feel toward your offer.
You must understand that every
sale begins with an emotional
trigger. The customer perception
must trigger an emotional effect
that if managed in the right
way can result with a purchase.
The only
common reason why we purchase
products (online or offline) is to survive.
There are three types of
survival:
1. Economic
2. Social
3. Personal
Economic survival
Economic
survival means that you must
purchase a product to help you generate more money
and cut down on expenses. This
can be purchasing a new computer
for the business, buying a new
printer/fax or buying software
to manage expenses. This is
usually the least powerful survival
element in a sale.
Social survival
Social relates to the role
of the individual in the society
and how he will be judged. For
example, if you buy a Mercedes,
because it is
a status symbol, you will have
more friends; people will
look at you differently when
you acquire status
symbols.
Personal survival
Personal survival relates
to the individual himself, for
example buying a new mattress to help
you sleep and feel better.
You must focus on social/personal
survival when you are building your
marketing efforts. The trigger
can be desire, fear or both.
Try to use both elements of
fear and desire in your marketing.
You also must find out
your customer's biggest
desire or fear is in relation to
your products or services.
How to
design successful product
marketing
To create a purchase the
following sequence must be
completed:
1. Attention
2. Raise
interest
3. Deliver the message
4. Action
Attention
Find the sensitive subject
for the product: Why do people
buy it? What are their desires
and/or fears? This can be a strong
statement, a question or real
customer problem
Raise
interest
After you have managed to grab
the customer's attention, you
must back you attention grabbing
with something more solid. This
can be "caring for the customer"
or astonishing statistical data.
Deliver the message
In this stage, you will NOT
talk about your product! You
do not give advantages or disadvantages,
and you will not present numerical
data or statistics. This
is a next step after you have
raised your customer attention;
you need to convince him that
you have the solution for the
problem you presented in the
last two stages.
Action
Making the customer perform
an action: The action can be
registering for a newsletter, clicking
a button, registering for a new
service or paying online.
You can never make a customer
perform an action, if you try
to make the customer perform
an action, you lose this customer.
The key to make the customer
take the action is to “motivate”
him to do it.
The way to motivate my customer
to perform a desired action is
to give him more then he thinks
he will get. By doing so, the
customer will feel the need to
compensate for the over
delivery. One way to compensate
is to purchase the product.
How do I make my customer
buy? By over delivering. If
you deliver more than the customer
had expected, you are surprising
the customer.
 The
key element is to find a "sensitive
subject" for the customer.
You must find out his biggest
desire or fear. If applied correctly,
it guarantees 100% successes.
Further information on How
to Make Your Web Site Sell
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