In parts 1 and 2 of this series, we discussed the two methods of
making sales on the Internet, Instant Excitement, and Earned
Association.
Now, the real question is this: How do we Integrate them both
on the same sales site?
First, realize that we are talking about a SALES site here. This
site is strictly created to make the sale. It is not an information
site, and should not be treated as such. The only information it
offers is strictly related to the product or service it is intended to
sell.
To integrate the two sales methods is simple. Construct the
page initially with the intent of soliciting an Instant Excitement
sale. Briefly describe what you are selling, and put in a link to
order. Next, describe the benefits and uses of what you are
selling, and put in a link to order. Then more fully describe all
benefits and uses of what you are selling and put in a link to
order. That creates the Instant Excitement sales page.
After that is created, go back through and look for points of
interest or specific categories of benefits or uses. Ask
yourself, what further information you could give for these
categories. Then, create another page or pop-up window
that offers that further information for each subject. Make links
off of keywords fitting each subject, and also create links to
each of these secondary pages on the menu at the top of the
page.
The goal here is to give the searching visitor more places to go
for more information, without leading away from the main
objective the order page.
Another commonly used way of providing further information is
the FAQ or Frequently Asked Questions page. Use a question
format to further explain how your service of product works.
Base these questions off of actual user feedback as well.
One more highly recommended method of keeping interest in
your site is the Auto Responder. Offer an auto responder link
to give people a way to request more information by email.
Sometimes, visitors may be interested, but in a hurry, or short of
cash, or just not in the mood to read at the time. By placing an
auto responder link at the top and bottom of the page, you may
get visitors to request the information, and be able to follow up
with them even after they leave the site.
Notice, however, that all of these links to extra information still
relate strictly to the product or service you are trying to
sell. Each of these other pages, or auto responder letters,
should still link back directly to the sales site, and the order
link. Always direct all information to the order link. Give
people the benefits of your product or service, and then show
them how to get it.
Offering an ezine subscription related to your business, is the
only non-strictly related link that should be allowed on your
sales site. This will still allow you to keep in touch with your
potential customers and further promote your business.
You may at times choose to link to other sites that have
content that confirms the information you are giving at your own
site. This may be acceptable if the other site does indeed
confirm the benefits of what you are selling, and does NOT
offer the same or similar product or service that you are selling.
If you choose to do this, link directly to the page you want
visitors to see, and be sure to relate how they will want or need
to come back after view this other site. Even then, however,
you are taking a chance by allowing them to leave your own
site. It would be better to just quote the same information and
place it on your own site if possible.
Integration of the two sales methods, Instant Excitement and
Earned Association, will give you a complete sales site that will
appeal to all types of visitors and their own individual ways of
looking at things.
Completing this step will put you much further on the road to
Internet Marketing success.
About the Author
Joe Bingham, editor of the NetPlay Newsletters.
NetPlay brings you Online Business Information, News, and
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