Web Site Evaluations Improve Conversion Rates
Improve your sales conversion rate with website evaluations
Home eCommerce Articles Customer Targeting Article

Do You Want To Sell More? Then Stop Trying To Be Everything To Everybody!
By Eric Graham

I know you’ve heard this a thousand times, but from the looks of things few businesses are following the advice…

Far too many businesses (online or offline) define their target market as “anyone with a pulse and a wallet.” (Not always in that order.)

You read their sales copy and it’s the same old, walking on eggshells “corporate speak”, devoid of personality, writing to a group style, as everyone else in their industry.

Sure. They’re not going to eliminate any “potential buyers”… But there’re not going to stand out from the crowd and get their message noticed either!

You need to define your target customer as specifically as possible. You should describe your customer in exacting detail. Not as a group, but as an individual. Get a laser focused, clear and precise image in your mind of one specific person. Know that persons sex, age, marital status, wants, needs, educational background, psychographics, demographics, geographics, technographics (level of technological sophistication), understand their psychological motivations, hopes, fears… Everything!

And then (and only then) write your copy directly to that person. Craft your message to your target customer in a one-on-one, person to person style, keeping this focused image of who you are talking to clear in your mind.

So… You’ve clearly defined your target customer. Great. Now you’re ahead of 95% of the business in your market.

Do you want to know how to jump ahead of the other 5%?

(This next tip is something that very few top marketers talk about… But it just may be one of the most important activities you ever do for your business.)

Clearly define who your customer IS NOT! Spell it out… Write it down… Let the world know, exactly who you REFUSE to do business with.

Eliminate the freebie seekers, bargain hunters, complainers, whiners, price shoppers, deadbeats and time leaches (Michel Fortin calls them “Vampires”… I love that…)

The first step in face to face selling is to qualify the prospect. So I’ve never understood why so many businesses are afraid to do the same thing when selling in print or on the computer screen. Cowards!

Guess what? An amazing thing happens when you “take something away”. By stating (unapologetically) in your copy that “This offer IS NOT for everybody…”, “…only a select, elite few will qualify…”, “…unless you meet the following qualifications, you can’t beg us to let you buy this…”, something magical takes place in the sales process.

The dynamic changes, from YOU trying to convince the PROSPECT that they need your product… to the PROSPECT trying to convince YOU that they are qualified to buy what you are offering.

So, stop worrying about eliminating part of your potential market by only focusing on your “ideal customer”, the ones you eliminate wouldn’t have bought from you anyway. And by adding a bit of “posture” to your copy, your conversion rates with your REAL market will skyrocket.

Just remember this…

If you try to be “everything to everybody”, you will end up being “nothing to nobody”.

About the Author
"Want a FREE Conversion Boosting Website Evaluation?"
LIMITED TIME OFFER: Get Your FREE, No Obligation Evaluation From One Of The World's Top Traffic Conversion Experts!
Visit: http://Web-Site-Evaluations.com/free Today!

Get expert tips, advice, news and commentary on improving conversion rates, split testing, web usability, copywriting, internet marketing and more. Just visit Eric's popular Blog: http://www.conversiondoctor.com/conversion-blog/

Please feel free to reprint this article in your publication, web site, ebook, ezine or newsletter! Simply leave the “About the Author” byline and links intact.


Do you know anyone else who would enjoy reading this article?

If so, then let them know!

Webmasters, Publishers and Editors
Feel free to use these articles on your website, ebook or in your print publication. All I ask is to simply include the short "About the Author" byline at the end of each article. If possible, please let me know where it will be published.

By placing quality content on your web site you will not only keep your visitors coming back, but it will also increase your traffic by providing additional keyword rich entry pages for the search engines.

Want to Earn Cash From These Articles?
By following the suggestions and advice found in these business articles I am confidant that you will boost your business. But a quicker way to make money from them is by joining my affiliate program!

You can use your affiliate URL when reprinting articles! Earn 20% for each evaluation or consulting project performed as a result of your referral and 40% of any sales of my informational products! For example, a typical $797 Ultimate Review means a $159.40 commission! Join my affiliate program today.

Do you like my articles? Want More?

Subscribe to my FREE Conversion Tips Newsletter and get insider conversion boosting tips and the latest tested and proven marketing strategies delivered to your inbox twice a month!

Just enter you First Name, Email Address and click "Join Now"!

First Name: Email:
Preferred Email Format Plain Text HTML

Your Privacy is Guaranteed! I will never sell, rent or give your email address to anyone.


 
Services
Website critiques
Website Evaluations
Consulting
Speaking

Board of Advisors
 
Questions?
Website critiques
Evaluation FAQ
Satisfaction Guarantee
Client Testimonials

 
About Eric
Website critiques
Biography / Profile
eCommerce Articles
Press / News
Contact Eric
 
Free Newsletter
Website critiques

Subscribe to my Free
Conversion Tips

Newsletter.

First Name:

Email:

Plain text HTML


Privacy Guaranteed

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

6730 NW Park Plaza Dr., Kansas City, MO. 64151
Email: eric@web-site-evaluations.com • Phone: 816-589-1687
Copyright © 2001 - 2006, Eric Graham, Graham Advantage. All rights reserved.

Home | Privacy Guarantee | Security Guarantee | Satisfaction Guarantee | Contact | Evaluation FAQ | Testimonials | Affiliates