What are your biggest worries when you go online to shop? The two
things the majority of internet shoppers fear most are
>> having their credit cards misused and abused, and
>> paying for something but not getting it, or getting junk.
Before they're going to do business with you, they want to feel
safe. Whether or not they do is pretty much up to you and the
image you create of yourself and your business.
Being a class act - first class, of course - starts with your
attitude. It includes your products or services, website,
marketing effort, sales and delivery, customer service - you'd be
right to include everything.
The image you project is the one you're stuck with, whether it's
what you intended or not. If that image makes your shopper, your
prospective customer, feel uncomfortable, the chances of your
making a sale are slim to none.
For example, there are two sure ways a company can kill my desire
to buy anything from them:
>> lie to me, or
>> insult my intelligence.
Many car dealers do both routinely. They shout about selling
their cars at or below "dealer invoice". That tells me two things
right away:
>> the invoice is a fraud, and
>> they think their prospects are idiots.
The term "invoice" implies the amount the dealer paid for the
car, and I guess we're supposed to believe it. How long would
any company be in business selling their primary product at or
below their actual cost?
Yelling at me doesn't help, either. And on-line, THIS IS YELLING!
You'd be doing very well for your business, and thus your future,
by treating others the way you wish to be treated. Sound
familiar? Would you be more likely to do business with someone
you feel you can trust, or someone who makes you uneasy? Me, too.
Avoid ridiculous claims on the order of "Make $20,000 every day
just by sending email!!!!!". Email what - ransom notes?
Write exciting copy, of course. Just keep it honest and see that
it's well-written. If you need help, get it. It's your future.
Present your product or service in the best possible light,
certainly. But do it with integrity and sincerity. If they don't
trust you, they won't buy from you.
And if what you're selling doesn't measure up to your claims,
you'll experience many complaints and returns. And you'll
probably get bad-mouthed all over the internet. And you'll
probably deserve it. Fortunately, you're a straight shooter so
you needn't worry about that stuff. Right?
I once knew an Oldsmobile-Cadillac dealer whose television
commercials consisted of beautiful scenes and relaxing music. A
slide across the top of the screen read simply "XYZ Oldsmobile -
Cadillac, Fourth and Main, Ourtown". In about the last 12-15
seconds a pleasant voice offered an invitation to come see the
dealer for all your automotive needs.
Prospects were well-treated and customers treasured. About the
only way a customer would buy elsewhere was at gunpoint, I think.
His word-of-mouth advertising, even from people who weren't his
customers, was priceless.
You can make a strong profit, have a fine reputation, good
traffic to your site and loyal customers. Go First Class and
everyone benefits. Aren't you worth it?
About the Author
Kent E. Butler has worked at home since 1994. He edits the Home
Based Journal, a free ezine providing useful info on a wide range
of relevant topics. It takes a whole person to wholly succeed.
Are you a whole person? Join us, we'd love to have you in the
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