You have worked hard to put up your site. You have been told by all of the gurus what you needed to
do to have a top notch site and you have tried to apply what you have learned. The question is your site is
still not working! You are not getting traffic, visitors are not staying long enough to get your message and
you are not getting subscribers or making any sales.
First of all you are probably suffering from information
overload. In this short report I can not hope to solve all of your problems, but I can give you some
possible causes for your problems. The following applies to your web site and your promotion as well.
Modem
What kinds of things could be wrong?
1. The Headline or Title
Almost all ads will have and Need a Headline or Title The traditional job of the Headline is to Grab the reader’s attentiveness so that they will continue to
read the ad copy that follows.
This is one of the most prominent parts, because if your Headline fails to
do its job, you have already failed.
2. Selling to the wrong target audience
Every product or service has a purpose. It provides some advantage to
someone in a singular group with a singular problem. If you try to sell
Gardening Tools to Wresting Fans, how many sales do your think you
might get? Probably None. However, if you try to sell your Gardening
Tools to retired senior citizens, you will probably have a much better
chance!
3. Selling in the wrong venue
As mentioned in the preceding point, your target audience is very
important. In addition, it is prominent that you not only recognize your target,
but also run your ad where the target audience will be looking.
4. Not standing out from your competition
Even if you have a good product, you must make your product stand out
from competitive products. This can be done in many ways. No doubt your
product is separate in some way from the competition, unless you are
marketing knock-offs of other products. Hopefully these differences are
improvements or offer benefits that your competition does not offer.
Unless you are already the undisputed leader in your product category,
you must advertise what makes your product better, even if it is only
cheaper.
5. Build and layout
This does not apply to small ads such as classifieds. In these ads you
barely have enough room to recognize your product and your name or phone
number.
That means that we are talking about web pages, sales letters and maybe
large ads with graphics.
The importance of Build and layout depends not only on these types, but
what kind of product you are selling, and to whom you are trying to sell.
If you are selling Mercedes automobiles, your advertisement had best be
well designed, layed out well and very attractive. It should look expensive.
Your prospects and buyers will inquire this. You are selling something
expensive to habitancy who can afford to buy. If your ad is out of their
league, so is your sale.
Likewise, if you are selling “Night crawlers” to fishermen, high-priced slick
graphics won’t work either. These habitancy are only looking for cheap bait
and do not expect a fancy sales pitch.
The layout of your ads must be balanced and organized. The layout
should help lead the reader straight through the entire presentation. You should
allow a lot of space in the middle of sections and avoid crowding too much into
too small a space. If something looks involved and busy, it probably
will be passed over by many.
6. The ad copy
o The tone of the ad copy
Your copy should talk to a singular customer. It should be phrased and
written in a style that your customer is accustomed to. It should appeal
to them and not offend them. If you are selling to a farmer, talk to them
like other farmer might talk to them. If you are selling to a teacher,
make sure your grammar and spelling is strict and that you sound
intelligent.
o Not selling the benefits
Too many habitancy try to sell features instead of benefits. Features are
things like colors, size, or specifications. Benefits are what the product
will do for the customer. Lose weight, Grow hair, Look gorgeous or
younger. These are things the customer will react to with emotion.
o Not enchanting to the prospect’s emotions
As long as we are not talking about products that habitancy buy everyday,
such as bread and milk, habitancy buy based on emotion. Emotions make
people feel or dream about how they will feel if they buy your product.
This is far more fine than trying to sell based on quantity or price.
o Uninteresting or Dull
No matter what you are trying to sell, you must make it enchanting for
the reader. You have to get them to keep on reading and close the
sale. If you are dull, they will think the same of your product.
o Exposure
There are some classes of buyers.
The early adopters are risk takers and innovators. They tend to buy
quickly if they see something new that looks interesting. These people
will often buy on their first exposure to an ad.
The next group are much more cautious and have to be convinced and
reassured that your product is the best for them. This group may
require three of four exposures to your ad or product before they will
buy.
The next group is the most critical. They are very thrifty; want to make
sure they adopt the best product at the best possible price. This group
must be thoroughly convinced that your product is the best for them
before they will buy. You must earn their trust. They may require six or
more exposures before they will buy.
7. Web Pages
o Too slow to load
There are still many Internet users that have dial up modems for
access. Even though there have been major improvements in the
speed of these devices and in compression techniques. These are still
slow when your site is loaded with visible images. These habitancy will
not wait for 10 minutes for your fancy visible pages to load. They will
go on to other site in a heartbeat.
While the whole of users with broadband connections is growing
rapidly, there are estimates that more than 30% of all users are still
using modems. That is nearly one third of all Internet users. Are you
willing to eliminate this large a group?
If your product is targeted to wealthier or more enchanting individuals or
businesses that use the Internet this may not be a problem, as the
majority of habitancy who have broadband access fall within this group.
o Too flashy or wild
If your product is targeted at habitancy who tend to be flashy or wild
themselves, skip to the next topic.
Otherwise, these types of sites tend to turn most habitancy off
immediately.
Your pages should be designed to attract the habitancy who will want
your type of product. If your product is a product that a company would
use, then your web page should be “business like”. If your product is
for consumers, then your Build should appeal to your specific
consumer group.
o All sizzle and no substance
Don’t make your site look astonishing with flashy visible animation, etc.
if your product lacks the same type of pizzazz. If you do a great job of
design on your web site and your product is poor or boring, it will
probably be the last sale you will make to any customer who buys from
your site.
o Traffic
No matter how great your web pages are, you must have eyeballs on
them for them to work. Advertising is always a numbers game. The
more eyeballs that see your ad the more possible buyers you will
have.
Do not advertise on man else’s website unless they have enough
of the “right” traffic for your ad. Right in this context, means your target
audience.
This is by no means an exhaustive list of everything that can, and will, go
wrong (Murphy’s Law). But it does point out many problems we all
face as marketers.
What is Wrong with my Site?
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