The other day I was talking to a guy at the health club I just joined. (Never had time when I was working for someone else.)
We started talking about our personal trainers. If you aren't familiar with the term, these are fitness experts who are educated to design work-out routines based on an individuals strengths, needs and goals.
Anyway, Rick said something that struck me right between the eyes. "I got so confused reading all the books and fitness magazines. Everyone has a different opinion of what works the best. I finally figured if I was going to work out, I might as well pick one expert, listen to them and follow their program."
Later, as I was driving my sore body home, I thought about how appropriate Rick's comment was to Internet Marketing.
Everyone's an expert. (Even people who have yet to sell their first eBook.) And there are a million programs, books, secrets, techniques and tactics that will work for you.
The problem is, you can easily fall into what my favorite business school professor called, "Analysis Paralysis".
That's where a lot of people are stuck.
They keep reading, and it gets in the way of actually doing something.
***** I was guilty *****
I was guilty of this, too. I must have bought several hundred dollars worth of books and courses before I found what worked for me.
Fortunately, the expert I decided to follow was, in hindsight, an excellent choice. And by following his advice and listening to his ideas, I have built up a couple of successful income streams.
My point isn't that my "guru" is the right one for everyone.
The point is to pick one or maybe a couple of people you really respect, and model them. Of course, make sure they are actually successful in their own businesses first.
But when you find someone you respect and whose style you like, listen to their advice and follow what they recommend in their writings.
***** Save Your Brain *****
Following this strategy can save lots of brain cells that you would spend switching strategies and tactics. It avoids confusion and gives you a good point of reference from which to work.
You don't have to keep reading and searching for the latest eBooks. Assume your guru knows the latest tactics and will advise you of how well they work.
I'm not saying you never look at another eBook or eZine again, it's just that you have one primary star you follow, it's that much easier to find your way.
Resource Box: Jeff Mulligan has an MBA and 20+ years of marketing experience as an ad agency Senior VP and VP Marketing for two software companies. Jeff owns CBmall, a site that provides 15 different ways for ClickBank affiliates to earn income on 1,997 ClickBank InfoProducts.
Where is Your Phone Number?
by Jeff Mulligan
There is probably a major problem lurking on your sales page right now. And it could be hurting your profits.
Experts agree that one of the most important factors in a successful website is credibility. This frequently translates into the credibility of the site owner. People are more likely to buy from somebody they believe in.
Is your website as credible as it could be?
People judge credibility by many subtle factors. Does the design of the site look professional? Is the site well written? Are there typos and grammar errors strewn throughout the site? Is the author believable? Does the author have experience in this market or with this product? These are all important factors.
We also know that a strong guarantee is a key part of a successful sales page. Taken one step further, the reader needs to believe he will actually get a refund if requested. And herein often lies a major inconsistency.
Look at your sales page and ask yourself: Who is standing behind the product? What do you provide for contact information?
If there is only an e-mail address, or worse yet, no contact information at all, then you do not have a believable guarantee.
If you want someone to believe that you stand behind your product you need to be reachable. Put your complete contact information on your web site. I'm not just talking about an e-mail address. Consider adding your snail mail address and even, dare I say, your phone number.
At first, I worried about using this approach. I feared getting calls at all hours of the night. I worried about getting overwhelmed. But, I reasoned, I could always remove the phone number if it became a problem.
Turns out, having my phone number on the site is a blessing. I have made dozens of sales because I have been available to answer one or two simple questions from a prospect. I now look at each telephone call as an opportunity to help someone solve their problem and, frequently, earn their business.
I have received numerous comments from customers saying that one of the reasons they purchased is because they can tell there is a “real person” standing behind this business. The fact it is, I only get about one or two phone calls a day. And my sites have thousands of visitors every day.
In summary, take a look at your own sales page or contact page with a critical eye. Do you look like just another anonymous web site? Or is there a person there; ready, willing and able to help. The answer to these questions may have a lot to do with your conversion rates.
At the very least, test putting your phone number on your web site. Even if your web business is part time, with a good voice mail system you will sound professional and you can return phone calls when you are able. Try this credibility improvement. And see if it doesn't improve your sales.
Resource Box:
Jeff Mulligan has an MBA and 20+ years of marketing experience as an ad agency Senior VP and VP Marketing for two software companies, one of which was publicly traded. Jeff owns CBmall, a site that provides 15 different ways for ClickBank affiliates to earn income on 1,997 ClickBank InfoProducts. http://www.cbmall.com/15ways.asp?storefront=lovedog