Don't push your visitors to the click, make them want to click through. It makes all the difference if your visitors feel that it's their idea to deliver your Most Wanted Response (MWR) -- in other words, what you most want your visitor to do on your site.
Your MWR is to get your visitors to click through to your order page (or your particular income generation source) so that you can make the sale!
And it all begins with effective PREselling...
4.1. Understand The Difference Between. PREselling And Selling
As we discussed earlier, people use the Net as a searching tool. They search for credible high-value information or solutions that can fulfill a wish that they hold dearly or solve a troublesome problem that they are experiencing. Surfers, for the most part, do not know who or what can provide this -- they just know that they want to find a trustworthy someone or something that can make it happen.
That's the winning advantage of a content-rich site. It clearly shows to your visitors that you understand their search for quality answers to their questions... and that you aim to provide exactly that. A content-rich site builds trust and credibility. In your visitors' eyes, you are a knowledgeable expert who cares!
What happens then when a visitor arrives at a content site that is really just one big sales site?
Put yourself in that visitor's shoes for a moment. She does not see inspiring, relevant, editorial content -- she sees only a sales effort.
But she was searching for content!
4.1.1. Selling. Patience is Golden!
Selling is trying to get the sale. Before you sell, PREsell. While "selling" might be your first priority, it does not come first. Your site's first job is to satisfy your visitors' needs and then lead them to your Most Wanted Response. It's only at that point that selling enters the picture.
Most people, as you can well imagine, resist sales efforts. So if your content is heavily pitching something, visitors will resist you rather than embrace you.
Add to that resistance, as well, feelings of frustration and annoyance because she didn't find what she was looking for. She wanted information not a sales pitch!
Simply put... pure selling does not work right off the bat. You need to warm up your visitors and you do that by.
PREselling, on the other hand, warms up your visitor with high-value information that fosters trust and credibility. Your information fulfills a wish and/or provides a much sought-after solution for her. As a result of this positive/beneficial experience, the visitor begins to like and respect you.
Great content encourages your visitor to think about you as a "friend" making a recommendation rather than a stranger making a sales pitch. And if you create a truly info-rich site, you'll actually become a trusted expert, sharing your wealth of information.
Effective PREselling creates an open-to-buy (or open-to-hire) frame of mind in your visitor and gets the click through to your monetization model. It's this "openness" to find out more about you and your business that produces higher Conversion Rates and generates more income for you.
The key is to reinforce your credibility to your visitor/potential customer every step of the way. To accomplish this, get inside your visitor's head and think about how she will react to your PREselling efforts.
Whatever you do, consider the impact on your visitor...
If it does not make her more "open to buy or hire," don't do it. PREsell your way to high Conversion Rates.
It's easy to summarize the whole point of effective PREselling with this question... Which person would you respond to?
A knowledgeable friend making a recommendation?
No matter what your business may be, the key is to building targeted traffic is.
Deliver excellent content that pulls in warm, motivated visitors, who become PREsold about you and your business and who then buy your products/services, or click on your ads, or visit your merchant's site or whatever other monetization models you use.
Successful PREselling is all about looking after the needs of your visitors first and foremost, and putting "the sale" second. Believe it or not, although this seems paradoxical, it is only by following this mantra that you will actually begin to earn real income on the Net.
In short... Take care of the needs of your audience. Good things will follow. Give, then take.
So here's the million dollar question.
Where do you find all these great words, all this great content? And the answer is. inside you!
Because you know stuff other people don't... things people would pay to know. You might have learned it "on the job" or through your hobby. There's a good chance that you don't even realize what you know. It's often right under your nose. Everyone is an expert about something.
As an example, let's assume that you have a rather unusual area of expertise. You love concrete. Yes, cement! It's been your hobby, your passion, for years...
Concrete statues. Concrete painting. Decorative concrete. Concrete in the garden. Repairing concrete. The various types of concrete. Hand trowels. Things to do with cement blocks. Concrete trade shows. Concrete and swimming pools. Concrete molds. Cleaning concrete. Ready mixed concrete. Concrete countertops.
Anyway, let's say that you decide to create a theme-based site that is all about concrete. Your home page explains how your site is the site for everything concrete, from structural to esthetic.
You also build lots of content pages - each one focuses on a keyword that a searcher might use to find your theme.
Site Build It! makes it a snap to identify profitable keywords for your theme (i.e., keywords that many people are searching for but that very few sites provide information about). Just click on a button, and SBI! does the research for you! Hours of tedious research reduced to minutes. And all you have to do is wait for the results!
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