DON'T SELL PRODUCTS - SELL SOLUTIONS
by P J Chandler
"Why isn't my site making more sales?"
If you are in the online marketing business, you will have heard this question more often than your national anthem.
The myth that just having a web site is a passport to fortune has still not quite turned up its toes and passed into cyberheaven, despite plentiful contrary evidence.
Often the answer lies in lack of traffic, poor site design or unsuitable products. More often, the finger of blame can be pointed at poor sales copy that fails in one important respect: it does not offer a solution to a common problem.
Think about it: every time you part with money, you expect a problem to be solved. Buying food solves the problem of hunger. Buying a train or plane ticket solves the problem of getting to where you need to be. Even paying taxes solves the problem of being threatened by legal action. And giving money to your kids solves the problem - albeit temporarily - of being pestered to death.
We want solutions to our problems - preferably NOW! And guess what? So do your customers.
So it follows that every commercially successful product sold anywhere - be it on the net or in a shop - solves a commonly-occurring problem at a price people are willing to pay. Most successful advertising works by bringing one of our most pressing problems to our attention and then offering a solution. Preferably, immediately.
And the bigger and more widespread the problem and the more comprehensive and accessible the solution, the more successful the product.
So what problem does your product solve? If you are not clear about this, then neither will your potential customers be. Here is a simple formula for writing sizzling copy that will increase your sales overnight:
1. Identify the one big problem to which your product can offer a workable solution.
2. State the problem in clear, plain language.
3. Make it sound worse by giving examples of what might happen if it is not solved NOW.
4. Say why your product offers the best available solution. Give several reasons if possible, with examples of how it has solved this problem for others (testimonials are invaluable).
5. Offer easy and fast access to your product while the problem is still in the buyer's mind.
6. Follow up the sale with a message congrat- ulating your customer on their wise purchase and offering appropriate after-sale support.
Take a simple example to illustrate:
Let's say you want to offer a search engine submission service to help busy webmasters get their sites listed on the major search engines.
1. The problem they have is getting traffic to their site. Your solution is to provide meta tag optimization to ensure high placement, combined with a fast and accurate submission system.
2. You make their problem seem bigger and more urgent by pointing out what will happen if they do not optimize their meta tags and as a result fall down the listings: their site will not be noticed.
3. You state why your solution is faster, more efficient, more accurate and more affordable than the competition. Back up your claims with two or three testimonials from satisfied clients.
4. You provide instant access to your service using credit card payment and guaranteed completion times.
5. You follow up with a congratulatory email, summarising the service you have provided and reminding them that they should re-submit after X days, perhaps offering a premium service that will guarantee higher listings or a discount for regular use.
The same process can be adapted to any product you can dream up. The key to success is to identify a big problem that a large proportion of your audience share. And, of course, coming up with a really smart solution!
(((((((((((((((((c)P J Chandler)))))))))))))))))))
P J Chandler writes about online marketing and other topics. His web site, with excellent web site promotion, submission and marketing resources is at http://www.domainomania.com
(((((((((((((((c)P J Chandler)))))))))))))))))))))