Pitch to the Web
The world wide web (W3) is a vast frontier for those within whom the web-preneurial spirit burns brightly. To open a brick and mortar business on Main Street is going to cost a pile of capital, and in this economy, who wants a second (or third) mortgage to roll the dice and fund a new gift shop downtown.
The web, on the other hand, provides all the tools you need to build and grow a business for just a few bucks a month. And, each year, the W3 becomes a more robust marketplace. In 1999, fewer than 10% of us purchased goods or services on line. In 2012, it’s projected that 80% of us will make at least one purchase on line – and that number is only going to increase.
Sell Products and Services Online
But how do online marketers sell their products or services online? What are the power-tools that these web entrepreneurs use to profit?
Take a look at these marketing weapons and how they can help you when you pitch your products. The integration between real and virtual marketing has proved to be a boon for small, local businesses thanks to successful web marketing weapons.
1. Authority and association
For whatever reason, people love to buy products that celebrities pitch to us. When you get a celebrity or authority figure to pitch your product or service, you are leveraging their trust. People trust celebrities and will more likely purchase something that is endorsed by a celebrity. At the core of association marketing is trust. Borrowed association is a common way of selling products and services. In other words, if a celebrity is known to have used a certain product, marketers will leverage that known fact in order to sell products. Marketers have been known to even send a product to a celebrities home (with tracking) then market their product as having been in the home of that celebrity. This is a tricky tactic, but nevertheless, is often used.
2. Social proof
Nobody wants to buy something that no one else is buying. Customers are more likely to purchase something if they think the product is popular and others are rushing to buy it. If you have a product or service that has done well, always tout your success.
3. Fear and pain
Emotion marketing is a big motivator to purchase items. Marketers use this tactic to sell their products. An example is a security system and marketers of this service often display scare tactics online showing a burger infiltrating a home and demonstrating how the security system saved the family sleeping upstairs. Online marketers are using this tactic by demonstrating to their visitors the value of what it costs to purchase their products by utilizing “fear and pain” marketing strategy.
As a marketer, you can capitalize on this marketing technique by energizing your client base through demonstrating that a product is scarce.
As an online marketer, you can be more successful by disarming people. How do you do this? By displaying that your not trying to sell them on your product. By displaying “we are in this together” you can level the playing field. By putting yourself on the same level as your customers, you disarm them and remove their barrier. It is “us” rather than “me and you”. People need to see themselves as being successful when they use your product or service. An effective place to test this theory is in an article title or product description.
The more visual and graphic you can be on your web site about your product, the better. You want to demonstrate your product to your visitor. Tell the story about your products and what it is going to do for your visitor. Sell the end result and not so much, the benefits. Perception is a very popular marketing strategy.
When people see your product, they will view your product as either an “opportunity cost” or a “transactional cost”. Marketers are more successful if they can portray their product as an opportunity cost that is greater if the customer acts fast. By portraying your product as something your client “needs” you can be more successful in sales.
8. Call to action
Ask people if they are ready to buy. A call to action is very important. Tell people what to do or they can get lost. “Click here to buy” or “add to cart” are good examples. This is the case on your web site, a newsletter, or an ad.
Incorporate These Tips into Your Sales Copy
By incorporating each of these functions into your sales copy, you can be more successful. Look at these functions anytime you build something to sell.
Starting to get the picture? Yeah, you can more successfully sell your products or services to your web users. Be prepared to demonstrate the value delivered to your web visitors by utilizing these eight marketing weapons.
Give yourself every advantage. Give yourself a better chance to achieve success on-line.
Oh, and don’t forget – go green!