Why Aren't They
Buying
-- by Michael Southon,
http://www.ezine-writer.com
-- http://www.redtienda.com/english/newsletter57.htm#1You've polished
your sales page over and over again until it's
gleaming with benefits. You're getting plenty of
traffic. And still - no sales.
What's
wrong?
It could
be the recession (although that's debatable).
With
thousands of people losing their jobs each week,
consumer confidence (and therefore consumer
spending) is down.
But on
the other hand, if thousands of people are losing
their jobs, there is without doubt a growing army
of people out there who are looking to the
Internet to make their living.
But let's
leave aside the recession, and look at two other
reasons you may not be getting sales:
(1)
People very rarely buy the first time.
You must
have heard the statistics - people have to see
your product an average of 7 times before they
buy it. When I cast my mind back to the marketing
eBooks I've purchased, in each case I saw those
books advertised for months - on websites, in
newsletters - before I bought them.
So if you
want to make a sale, you must find a way to stay
in contact with your visitors - and bring them
back.
The
easiest way to do this is to offer your visitors
a free subscription to your newsletter.
Another
way is to offer your visitors a free
autoresponder course that educates them about the
product or service you are offering. Create a
series of 5 emails about your service or product
and put them on an autoresponder that provides
automated follow-up.
Getresponse
is a free service that allows you up to 20
follow-ups (you specify the intervals between
each message):
http://www.getresponse.com/
The point
here is that if your visitors leave your website
without taking anything away (a free version of
your E-Book, an autoresponder course, your
Newsletter), you've probably lost them for good.
(2) Allow
people to feel they already own it.
If you
give your visitors the feeling of what it would
be like to own your product or service, they're
much more likely to buy.
Here's a
real-life example of this principle (a rather
disturbing one).
It's a
well known fact that if a burglar can see into
your house, they are much more likely to rob you
than if they can't. Why?
Because
by seeing into your house, the burglar has
already 'owned' it psychologically.
If a
burglar can't see into your house, you are much
less likely to be robbed (you can't
psychologically 'own' what you can't see).
Here's
another interesting fact. If your house has been
burgled, there's a very high probability that the
same burglar will return - 6 or 8 weeks later.
Why?
Again,
it's the same principle. The burglar has seen the
inside of your house - and has psychologically
'owned' it.
It's
because of this same principle that car salesmen
try and get potential customers to sit in the new
car. Once you've smelt the inside of that new
car, you're much more likely to buy it. You've
imagined owning it.
So give
your visitors a free download of one or two
chapters of your E-Book, or a free trial period
of your service. Let them imagine what it would
be like to own it.
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