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You saw a television program on The Zen of Office Organization.
And on a table at Border’s,
you saw a couple of hardcover
books, all bright and new,
on College Graduates Entering
the Job Market. So will these
topics help you pounce on
your profits through an Internet
marketing campaign? Maybe.
But engrave this saying on
your computer (or at least
on a sticky note): Strategic
Internet Marketing is all
about Search. Retail and television
marketing can take advantage
of Browse. You learn about
a TV show from previews and
TV guides. You’ll see a print
book on a Border’s display
table. For example, I doubt
that anyone searched for a
book on badly behaved (but
charming) dogs. Nevertheless,
Marley & Me has been a smash
best seller. Retail stores
sell to browsers. Television
programs can command your
attention as you browse listings
in your newspaper. Internet
sites sell to surfers, who
are ultimately searchers.
Strategic Internet Marketing
begins by answering these
questions. (1) Does your target
market shop through the Internet?
Some target markets just don’t
buy on the Internet. They’ll
buy hardcover books and purchase
face-to-face services. Some
prospects are nervous about
buying on the Internet. You
can create alternatives (such
as phone and fax your credit
card) but ideally you’ll have
a solid base of Internet-savvy
customers. (2) Do you have
a searchable product? Can
you find search terms that
prospects might use to find
you? Check out the Internet’s
keyword search tools, typically
available at no cost to you.
If fewer than 100 people a
month are clicking through
a particular term, stop! Maybe
nobody wants the product.
Or maybe they’re buying retail.
Why bother? Fish where they’re
biting – 5000 a month or more.
(3) Once clients find you,
will you have a compelling
story to tell? Some products
and services lend themselves
easily to a rags-to-riches
drama (or lovelorn-to -loved,
if that’s your product). These
categories will be easier
to sell in the limited space
of your website. And will
you know how to tell your
story? A professional looking
website will impress your
buyers but copy will reach
their hearts (as well as their
wallets). (4) Can you create
a community of raving fans?
Once you’ve gained permission
to send regular emails to
your prospects, you can create
a virtual retail environment.
You can suggest additional
products and services, much
the way a bookstore places
books on a table near the
door. And, if you take care
of your customers, many will
become repeat buyers – a steady
stream of income over the
years. (5) Can you create
a sense of urgency? Internet
buyers tend to bookmark a
site for “whenever.” Usually
they mean “never.” Successful
marketers reach customers
who need help for a problem
today – something that gets
worse if you wait too long.
For instance: The sooner you
get help for a slow business,
the more money you will earn.
Delay a weight loss program
and you’ll have more to lose.
And who wants to wait another
day to begin developing a
Special Relationship? . Bottom
Line: Finding Internet buyers
is like joining a bird watching
expedition to track a specific
species. If you know where
(and how) to look, they’re
easy to spot. And some are
just waiting to be discovered
by the right tracking party.
Just don’t expect them to
come looking for you. Cathy
Goodwin, Ph.D. mailto:goodwincathy@yahoo.com
Ph. 206-819-0989 (Pacific)
Ready to turn your lazy, good-for-nothing
website into a powerhouse
profit center that works 24/7?
Visit http://www.copy-cat-copywriting.com
Download your valuable 10-page
fr*e Report: 7 Best-Kept Secrets
of Client Attracting Websites.
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