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Lynn VanDyke delivers part 3 of 4 in this article series devoted to those looking to beef up their online business success.
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Pre-sell, Online Business Success, Internet Business How To, Lynn VanDyke, PreSell, PReSelling, CTPM, Process
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Copyright 2006 Lynn VanDyke
There are a few secrets that I’d like to share with you. You may have been privy to a few of them before. Actually you may have heard of all 4, but I can promise that you will finish each article with a fresh perspective. I will show you how 4 simple secrets can create a powerhouse web business. This is the third part of the 4 article series.
Before I divulge the vault of successful web business secrets I must warn you of one thing. All the information in the world will not take the place of determination and persistence. A web business is just like an offline business. It takes hard work and resolve to succeed. However working smart is heads and tails better than plain old working. These 4 secrets will turn any smart working, dedicated average Joe or Jane into a successful web business owner.
Web Success Secret #3) Pre-selling is far more effective than selling.
The first two parts of this series were geared towards both the search engines and your visitors. This article focuses directly on your visitor- more specifically your relationship with your visitor. You must gently and effectively pre-sell your visitor on your goods or services.
Anyone can sell a product or service online. All it takes is a link to a payment processor such as Paypal. The difference between successful online business owners and those wishing to make a buck is in their ‘voice’. A website has a voice. The look and feel of your website gives your visitor an impression. When your visitor reads your words they should know the persona of your business and think of you as an expert.
These words, or content, should provide tons of information in small, bite-sized chunks of text. No one likes to read 8 pages of content on a website. On the flip side, no one likes to buy a product without knowing more about it. You need to find the perfect balance between no information and providing too much.
Generally speaking, 400-800 words can do the trick. It can provide content, position you as the expert and gently pre-sell your visitor on a product or service.
In addition to how much content you provide you should focus on providing specific answers to your customer’s problems or concerns. Most visitors are on your website because they want answers. They are not surfing your site to buy something. They want answers. So give them answers!
It’s how you provide your answers that matters. There is a difference between selling and pre-selling, and how you provide the answers or information your visitor wants is that difference.
Selling is cold, distant and forceful. Pre-selling is the opposite. Pre-selling can be thought of as a recommendation or side note to all the great content you provide. You want your website voice to develop trust and rapport with your visitor. During that time you are positioned as an expert. Any soft recommendation that you make will be considered by your visitor.
Forceful selling causes people to put up their defenses. It causes them to take a step back and wonder what your motives are. Pre-selling does not affect people this way. Pre-selling should lead those that are interested to your product without hesitation and those that are not interested should be led to more general content on your website- that will again attempt to gently pre-sell them.
Pre-selling and content (part 1 of this series) are closely related. You must provide information to your site visitors. You must be viewed as the expert and as a helpful friend making a recommendation. People will not feel sold by that. People will respect that you are providing answers to their problems and making a recommendation for a product that can provide even more helpful info. It’s seen as a favor instead of a hard sell.
As I mentioned earlier, it is best to work smarter and not harder. If you would like additional guidance on how to effectively pre-sell on the Internet, contact me for a free ebook.
Having a successful web business starts with effective content. Stay tuned for part 4! If you missed Part 1 or 2 and would like a complimentary copy please contact me and I will forward it to you immediately.