by Didier Bonneville-Roussy
These days everyone talks about marketing, especially when we are dealing with online business. What is it? Do you know? Maybe you do know what we are talking about. Are you Market minded? That is the right question. I guess that few of you are.
Marketing deals with two important things money and emotions. Let me explain. I guess that the money part is clear. The purpose of marketing is clearly to increase the sales of a particular business. What about the emotions issue?
Let me make it clear with just one question: Who or what brings you sales and in which you get your income? If you answered something other than “customers” you need to read this article. I suppose that this answer is not enough to understand what marketing really is. Customers are normal people with normal behaviors, they reach the customer status if and when they buy something. How can we as marketers turn these normal people into customers? By creating a positive emotion toward a product or a service. As you may see, income is THE goal of a marketing strategy and emotions are the MEANS to it.
Look around you and pay attention to people’s behaviors when they are buying something or when they want to buy it. What do they say? Usually words like: “I need it”, “I want it”, etc. These words are not those of someone who really thinks about the product. In fact, most of the products we buy are not needed at all, we just have a positive feeling about it. Who needs pizza or ice cream? No one. What we need is food, the choice of the food we eat is just a matter of taste: a positive feeling. Who really needs a computer? No one. Computers are everything but something essential, it is useful, fun, etc. Once again, it’s all a matter a positive feeling for the product.
Now I will give you some tips on how to adapt this rather simple definition to your web presence.
Try to build some credibility and confidence from your prospects. This advice seems to be obvious but it is the one which is the least followed on the net. How many sites have you seen on which the only thing you can see is a product description and perhaps a statement like this: “This is the best product available on the web”? Maybe hundreds. How many of those so called best products did you buy? Perhaps none. Get the point? The key to web success is free information, so try to keep at least 50% of your web presence free, give information on the product related issues.
Some other good advice is to answer each e-mail you receive personally. Have you ever received an auto responder message? Did you like it? Try to make friends either other businesses or customers. One to one based relationships is the only way to make money, unless you are a big corporation. It is time consuming but the payoff is guaranteed
Try to make your website look professional. If you don’t have the knowledge for it–hire someone to do it.
Use a warm color when you entice someone to request information about your product or when you ask them to order it. While doing so use action verbs like: “Buy it!!”, “Try it”, etc.
There are a lot of things that can give your product and website some consumer awareness. Try to find out more. Do your homework and good luck. If you want to know more about these techniques subscribe to our newsletter which will be packed with promotional and marketing advice.