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E-marketing Articles
How To Target Your Customers and Put Them In A Buying
Mood
Copyright 2002 Herman Drost
Have you spent a lot of money on advertising with the expectation that you would
get many sales from the 1000s of people that visited your site or read your ad?
Have you poured money into driving traffic to your web site, only to have no one
buying your product?
Maybe you have seen the ads, “Get 10,000 visitors to your site, for only
$20” . Wow, you think, that’s a great bargain, I’ll go for it. The result
– 10 people visiting your site and no one buying. What’s the problem? You
have not effectively targeted your customers. Your field of customers is too
large. Most of them are not interested in your product. You need to zero in the
person that wants, needs and thirsts for your product.
How Do I Find My Targeted Customer? 1. You have to have to put on your customers
shoes. There’s an Indian saying that says “You must walk a mile in my shoes,
before you can understand me. For example, if I am selling a weight loss
product, I would not be targeting skinny people, but targeting those that are
overweight.
2. Make a thumb nail sketch of this person – who is your customer? What is her
wants, needs and worries? Try to understand what makes them tick. Then you can
understand what gain you can offer and what worry you can solve.
For example, let’s make a sketch of the overweight person. 30-50 years old Out
of shape Probably married with children Under a lot of pressure, tight for time,
stressed Looking for ways to improve health and wealth Lack of self esteem
3. Develop your product that addresses one or more of these needs. Always refer
back to your thumbnail sketch as you write for your site. Elaborate on the
points that fit your product and what it delivers. As you start writing, new
ideas will naturally emerge, but always keep them focused on your targeted
customer so you won’t go off the track of what your customer wants. Subscribe
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Write Your Copy to Sell When you begin to write the copy for your site, always
stress the benefits. Develop a theme for your site that focuses on this benefit
and don’t stray from it - see my article, “How to Get Listed in the Search
Engines – Developing a Theme-Based Site” (www.isitebuild.com/searchengine.htm)
Make Sure Each Page Sells Each page should emphasize the benefits in the
headline, to pull the reader into the contents of your page. It should ask this
question: “What’s in it for me? Why should I spend my precious time reading
this page?”
Make sure you are writing, as if you were talking to your friend. Make your copy
one to one, conversational, friendly and personal, as if you are sitting next to
the person. Write from the viewpoint of what your customer wants to buy, not
what you want to sell.
Then deliver the contents in a clear, crisp way, being careful not to stray from
the central purpose of what you promised in the headline.
Finally, make your customer want to click through to the next page or click
through to your order page.
Now, that you have identified your targeted customer and written copy tailored
to solving your customers problems, you will no longer lose those that you have
driven to your site.
You have now put them in the buying mood.
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Herman Drost is the Certified Internet Webmaster (CIW)
owner and author of http://www.iSiteBuild.com
Affordable Web Site Design and Low
Cost Web Hosting
Subscribe to his “Marketing Tips” newsletter for more original
articles. subscribe@isitebuild.com.
You can read more
of his in-depth articles at: http://www.isitebuild.com/articles
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Article reproduced with kind permission from Herman Drost
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