Effective selling on the internet - four big money-making secrets

Effective selling on the internet - four big money-making secrets

When someone lands on our website, how can we turn their interest into a sale? There's much more to it than charm and trust: we need a whole armoury of tricks and techniques to persuade the visitor to part with their cash. Here are four classic ploys that are so effective they're practically industry standards:

Immediate call to action

Make it obvious what you want your customer to do: if you want them to click on a button, make sure that the button is prominent and unmissable! Get them to take action immediately, not some time soon or next week, as they may never visit your page again.

How do you do that? Indicate that the product is in short supply - in fact time is running out fast: you're only going to take on a limited number of clients - you can't allow too many items to be sold... If the customer doesn't act now they're going to miss out on your hot product that everybody wants. No one wants to be left out, especially if it's smart to buy your product. If they don't act now they'll miss it and they won't be smart!

Stress the benefits, not the features

Your product may have any number of special features, but what counts is the ways in which it will make the customer's life better. People don't want to know what's in their breakfast cereal - but they need to be shown that eating it is their gateway to happiness, and belonging to that happy smiling family. They don't want to know the horsepower and thermal wattage of their electric drill - they just want to know that it will deliver the perfect, effortless hole (which will give them more time to enjoy the good life).

To emphasize the benefits, use pain

If you don't use that toothpaste, you'll have tooth decay and gum disease. If you don't use that disinfectant, the nasty germs will get you. If you don't buy the product that's cool to buy, you won't be in the "in" crowd.

Make it clear that if the customer doesn't buy from you, they'll be missing out and the pain will remain. If they do buy, their pain will be eased. It's even more powerful to play on possible pain than possible gain. When they buy from you, their worries will be banished forever.

Give things away

The most effective word in marketing is the word "free". Even though we can all see through "buy one, get one free" we still can't resist the offer. Give products away and you have a foot in the door: customers will already be using your products. They'll have confidence in you, and they'll feel that they're already doing business with you.

It also gives the impression that you are successful enough to be generous. Most powerful of all, it makes the customer feel indebted to you: you have given them something - now it's their turn to give you something.

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