The Search For Buyers - 3 Ways to Target Your Marketing to Attract Higher Conversions
- By Harold Lundy
- Published 01/29/2009
- Marketing
- Unrated
In today's economy it is vital to realize that the competition for paying clients is at an all time high and that the average person is bombarded with hundreds of sales pitches daily.
Now, while this may seem obvious to many, it is important to understand and to be prepared with the tools and methodology to overcome the saturation factor. Particularly with online marketing.
One method to break through the saturation barrier and get actual buyers to see your product or service is to very specifically target the exact type of client you are looking for who has already shown an eagerness to have what you offer.
This is a variation on the now popular niche marketing strategies being promoted everywhere but with a few essential twists that not only improve the conversion of those who are just looking into actual buyers, but that create a targeted and motivated buyer who is glad to just get what they want without all of the hype and sales copy.
You may ask, How do they know what they want and why can't I just sell them what I have?
The truth is that while people often have a general idea of what they are looking for, the various factors such as price, color, potency and even the amount of information they are given about the product or service often effect the decision to actually BUY.
In today's marketing of say, home businesses, there has been a proliferation of long, multi-page, excessively detailed and psychologically optimized sales letters that (if they read the whole letter) tells the potential client a hundred different reasons the product or service is different or better than anything they've ever seen before.
Complete with testimonials from "leaders" and "gurus", extras and bonuses, one time offers, audio, video and ... well you've seen them.
The poor client is exhausted and confused by the time the page actually gets around to OFFERING!
So, here are three ways to target your marketing to achieve higher conversions:
1) Use less keywords - yes, you can use long tail keywords but use words very specific to your product or service. Less than 10 is best.
2) Use less verbiage and distraction in your ad or sales page - If you can keep your message SHORT( less than two or three paragraphs), and concise. Limit the video, pop ups and other ads.
Then make your offer immediately with a call to action, i.e. Buy It NOW!
The client who already clicked on your ad or link is forced to take action. Either they WILL buy or they will exit. More often than not, they will buy, if simply to see why you aren't spending 10 pages telling them why they should like every other site does.
You see, one of the most enduring tenets of successful sales is to make your offer and then SHUT UP!
This forces the buyer to either accept your offer, engage you by requesting more information, or leave.
If you've already taken huge amounts of their time and attention spouting the pitch, they have way too much to think about, ponder, and use as an excuse to not buy. You lost them.
3) Remember that you can always give them more information Later - Chances are that you used a opt-in lead capture page (not necessary if your page is short and to the point) or as I prefer, give them the option to request more information, I.E. your Contact information.
People who opt-in AFTER your pitch and offer are the ones most likely to become a paying client!
Well that's all for now. Just these three adjustments have increased my sales over 1200%!
I wish you success,
Harold Lundy
Now, while this may seem obvious to many, it is important to understand and to be prepared with the tools and methodology to overcome the saturation factor. Particularly with online marketing.
One method to break through the saturation barrier and get actual buyers to see your product or service is to very specifically target the exact type of client you are looking for who has already shown an eagerness to have what you offer.
This is a variation on the now popular niche marketing strategies being promoted everywhere but with a few essential twists that not only improve the conversion of those who are just looking into actual buyers, but that create a targeted and motivated buyer who is glad to just get what they want without all of the hype and sales copy.
You may ask, How do they know what they want and why can't I just sell them what I have?
The truth is that while people often have a general idea of what they are looking for, the various factors such as price, color, potency and even the amount of information they are given about the product or service often effect the decision to actually BUY.
In today's marketing of say, home businesses, there has been a proliferation of long, multi-page, excessively detailed and psychologically optimized sales letters that (if they read the whole letter) tells the potential client a hundred different reasons the product or service is different or better than anything they've ever seen before.
Complete with testimonials from "leaders" and "gurus", extras and bonuses, one time offers, audio, video and ... well you've seen them.
The poor client is exhausted and confused by the time the page actually gets around to OFFERING!
So, here are three ways to target your marketing to achieve higher conversions:
1) Use less keywords - yes, you can use long tail keywords but use words very specific to your product or service. Less than 10 is best.
2) Use less verbiage and distraction in your ad or sales page - If you can keep your message SHORT( less than two or three paragraphs), and concise. Limit the video, pop ups and other ads.
Then make your offer immediately with a call to action, i.e. Buy It NOW!
The client who already clicked on your ad or link is forced to take action. Either they WILL buy or they will exit. More often than not, they will buy, if simply to see why you aren't spending 10 pages telling them why they should like every other site does.
You see, one of the most enduring tenets of successful sales is to make your offer and then SHUT UP!
This forces the buyer to either accept your offer, engage you by requesting more information, or leave.
If you've already taken huge amounts of their time and attention spouting the pitch, they have way too much to think about, ponder, and use as an excuse to not buy. You lost them.
3) Remember that you can always give them more information Later - Chances are that you used a opt-in lead capture page (not necessary if your page is short and to the point) or as I prefer, give them the option to request more information, I.E. your Contact information.
People who opt-in AFTER your pitch and offer are the ones most likely to become a paying client!
Well that's all for now. Just these three adjustments have increased my sales over 1200%!
I wish you success,
Harold Lundy
Harold Lundy
Harold Lundy has been a successful online entreprenuer for over 10 years, marketing both his own products and services as well as those that meet his stringent requirements such as: http://www.TheBestEZMoneymaker.com and his newest project in pre-launch http://www.TheKeepItSimpleSystem.com.
View all articles by Harold Lundy