ProBizTips Newsletter
** ISSUE #224 **
January 6th, 2003
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Hey!
Good Day to you and I hope your day is going well so far! :)
Welcome to all our new subscribers this week and I hope you grow
to love us as so many have ... we couldn't do this without you!
It's the first issue of 2003 and I'm very confident that this will be the best year yet! I have so many new things and partnerships in store and will of course, pass everything on to you. :)
On a personal note, I want to thank each and every one of you who wrote in support of the problems I went through with the http://www.HighProfitSoftware.com site. All is well and I can't begin to tell you how touched I am by all your emails. It never ceases to amaze me how many friends I have out there. You guys are the greatest! :o)
That's the main reason I set up the forum again. There is so much knowledge, support, experience, and friendship in the ProBizTips group. I get the chance to see it almost every day but you don't ... so I felt it was only fair to share. I really can't believe how many posts there are already! I appreciate all of you that are actively participating and offering your help and services freely.
If you haven't joined us yet, PLEASE DO! It's F*R*E*E and you'd be amazed at how much information and help is already there after one week of launch. Not only can the forum be a great knowledge source, but it's a great way to unwind sometimes ... and I can't stress to you the importance of posting and getting your name out there. Participating in forums has been one of the number one reasons my name gets recognition.
I actively participate and would like to get to know you! :)
Join us here: http://www.probiztips.com/forum
Also, if you didn't receive my special mailing yesterday -- I wanted to again point out a GREAT new tool release! I LOVE it and it's really making managing my business a lot easier .... check it out at http://www.WebArmyKnifeTool.com.
In the meantime ... sit back, relax and enjoy today's issue!
Your Friend,
Diane Hughes
ProBizTips Weekly
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This is just a little discussion that was going on in the ProBizTips forum between Jan Tallent-Dandridge and I ... it sparked a discussion that I felt I needed to explain.
Lately, I haven't had complaints about the solo ads at all so I don't feel a dire need to explain the situation. In fact, you all are so great at responding to the ads that ProBizTips has gotten a lot of attention. BUT, for you new subscribers or anyone else who doesn't quite understand the need for solo advertising or any ads at that, I want to make it a little clearer. :)
Unless you publish an ezine or newsletter of your own, it's a little difficult to understand why some ezines send solo ads and almost all of them run ads in their weekly or monthly issues. Plain and simple ... the ezine is f*r*e*e ... the publisher has to make some money somewhere or somehow to keep the ezine "afloat."
It's the same as your favorite television show. They have to be making certain ratings for advertisers to even be interested and furthermore, the ad results must be lucrative for them to continue. Advertisers are the main source of a TV network's income -- same with an ezine.
OK ... I know you're thinking that a television network has a LOT more expenses than your typical ezine. This is VERY true BUT we also charge considerably less for advertising. The advertisers are our sponsors ... they have to be satisified with their ad results to continue to support us. ProBizTips has quite a few repeat advertisers (sponsors) and it's all because the "audience" responds. :)
I don't spend much money running ProBizTips, but the time spent on it each week is worth more than it's weight in gold. It takes a LOT of hard work and dedication to keep an ezine running. I know for a fact that many of you know this because I get letters of appreciation each week. I think I get more fulfillment out of your nice compliments than I do out of a sale or new advertiser. I truly feel I have the best group of subscribers in any ezine.
Because of your understanding AND your response to the solo or sponsor ads, YOU are keeping ProBizTips in the "black" and keeping me motivated to further improve upon it.
I love publishing so much, that I refused a nice 5-figure offer for the ProBizTips ezine ... and I can truly say that if publishing was NOT lucrative or personally gratifying (because of your great emails of encouragement), I can't say that I wouldn't have sold it!
So many ezines come and go because of the lack of money or advertisers OR the lack of response from subscribers. If I suddenly stopped receiving emails or feedback from you, I would definitely start second-guessing my goals. ProBizTips has been running for almost 4 years now and it just keeps getting better!
Have I ever told you that you guys are the GREATEST?! :)
| ProBizTips Feature Article |
Who Are Your Visitors, Really?
by Bob McElwain
Marketers and others are fond of categorizing people into subsets of the general population. If you know the type of person your potential customer is, you have a better notion of how to make your sales presentation.
In theory, if your target is an engineer type, you provide all possible information about how your gizmo works. He or she will decide whether or not it will work well. And if your target is the impulsive type, load your copy with words that grab emotionally, that trigger the impulse to buy.
People Don't Fit Nicely Into Categories
The difficulty with categorizations is that no matter how carefully drawn, people don't obligingly fit into a single category without some serious squeezing. The most devoted engineer type may buy after only a glance, thus behaving impulsively. Yet one who tends to grab the first thing that " looks good," may surprisingly want to study every detail about your gizmo before even considering purchase.
I've studied dozens of categorizations constructed by really bright people. I've never seen one that worked worth a hoot in practice. In designing a website I continue to recommend providing whatever any visitor may need to make the buy decision. That is, ignore types and seek to meet the needs of all.
Having said this, here is ...
A Categorization Scheme That Works
Roy H. Williams http://www.WizardofAds.com in a recent "Monday Morning Memo" (a brief f*r*e*e must-read newsletter) pointed out that potential customers can be divided into two types: Transactional and Relational. He quoted Bill Bergh as follows.
"Shoppers tend to be either transactional or relational. Transactional shoppers are focused only on today's transaction. They're willing to deal with a supplier they don't trust because they've spent a lot of time investigating the product and consider themselves the expert.... Transactional shoppers enjoy negotiating and are looking for the lowest-cost provider.
"Relational shoppers ... consider today's transaction to be one in a series of many. Relational shoppers don't enjoy comparison shopping or negotiating. They are looking for a supplier who is an expert they can trust.... Consequently, relational shoppers are far more likely to be repeat customers."
A Practical View
This view of web shoppers jolted me. It's so obviously true, I remain surprised I have overlooked it for so long. Further, this categorization does work.
Sure, most people looking for a good mechanic will be relational in their approach. And many looking for an expensive new television set, take a transactional approach. Gather the facts, then shop to save a hundred bucks or more. So as in all categorizations, there is overlap. But these definitions hold better than any I have seen.
Who Is Buying On The Web?
There's simply no question; the vast majority of web buyers are transactional. (Or behaving in this way.) The evidence is only indirect, but inarguable.
Go look for a digicam. You'll find a thumb nail which links to a larger view which includes the key features of a particular model. You'll find absolutely no information that helps you evaluate the benefit of a given feature. Information needed by anyone new to digicams, simply isn't available.
Such sites are only interested in transactional shoppers, people who already know what they want, and are shopping for price.
Unless you have an extensive marketing and sales background, it is unlikely you can succeed on the Web targeting transactional shoppers.
Your Best Bet
Apart from the categorizations, the key point to be derived from the above quote is that *only* relational shoppers become repeat customers. Exactly what every small business needs. Once a fellow buys the digicam, he won't be back. Thus if you seek repeat business, ignore transactional types and target relational shoppers.
This means demonstrating all manner of service and support. Cover the spectrum. And by all means be expert in your narrow niche. You want people to come to trust you, your knowledge, and support.
The Real Challenge
That few online shoppers are relational, goes a long way toward explaining why small businesses seeking to grow a base of repeat customers struggle so. The number of relational shoppers will increase as more of the sorts of businesses and services they need become available online. However this growth won't happen quickly.
If your web-based business depends upon repeat customers, and thus relational shoppers, be patient with yourself. This will take time.
---------------------------------
Bob McElwain, author of "Your Path To Success" and
" Secrets To A Really Successful Website." For info,
see <http://sitetipsandtricks.com/webways/>
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BizTips by Dr. Kevin Nunley |
4 Ways to Start a Sales Letter
Over the years, writers have found that there are certain types of openings in direct mail that are more effective than others. These work just as well for email letters and for web sites.
Here are some of these ideas to keep in mind when you are trying to structure your opening.
1) State the offer. This is so simple many people never think of it. Put the offer right at the top of your page in a headline or bold type. The offer includes the product that is for sale, its price, the terms of the sale, and the guarantee.
2) Announce it! If you have something new, start your letter with this important information. Nothing gets attention and builds excitement like the word NEW. I always put it in all capitals to give it added excitement.
3) Flatter the reader. There is nothing a customer likes more than to feel as though they are set apart from "the crowd". Describe the type of person who would probably be one of your best customers. Tell why the way they feel, work, think, or play is important and deserves attention. Use the word "YOU" as often as you can.
4) Use a provocative quote. Quote a famous person or a customer. The quote should arouse curiosity. It should make the reader want to find out more about your product.
------------------------------
Kevin WRITES your professional copy--web site copy, sales
letters, ads, press release and more! See http://DrNunley.com.
Reach Kevin at kevin@drnunley.com or 801-253-4536.
Turn An Unsatisfied Buyer Into a Life-Long Customer
by Jian Wang
Have you met some unsatisfied buyers when you promote your product or service online?
They ordered from you and wrote to you immediately that they didn't like your product or service. He would like to ask for a full refund instead. How do you deal with those "unsatisfied buyers"? Moreover, could you turn them into a life-long customer without further refund requests? Please read on!
I got an email from Mr. H who requested a full refund last week. He didn't like my ebook and wanted to get his money back.
I checked my records and found he wrote to me just after he purchased the ebook. One minute only! It's impossible to read through a 128-page ebook in a flash. Maybe he want to grab this amazing ebook without paying a dime.
Instead of writing a rude letter to him, I wrote a very sincere email immediately. At the beginning of the email, I apologized to Mr. H for bringing him so much trouble. I had sent a refund request in another email to the credit card company. Mr. H would get a full refund without any questions in one business day.
But it didn't end.
In the following, I told him about a special event I held recently. Anyone that ordered during the holiday season would get extra $399 bonuses without paying another dime. Although Mr. H ordered my ebook several months ago, I was very happy to send him extra bonuses although he asked for refund.
I sent him the download link for this unbelievable holiday gift package! I was happy to do that. At the end, I wished I could provide him better service in the future.
Then I sent another email to the credit card company to give Mr. H a full refund. However, I received a return email from the company. It said there was some problem to that address from my email account.
That meant I couldn't give him refund in that time because of a technical problem.
I had to write one more email to Mr. H. I told him my situation. He could contact the credit card company directly for a refund if he would like. I hoped he could get his money back soon.
And then a miracle happened.
I received an email from Mr. H after one day. Instead of criticizing my ebook, he said he got my email and he really liked the secret bonuses. Moreover, he didn't want a refund anymore and he would like to buy from me in the future.
I was puzzled this time.
Why didn't he want a refund anymore?
Why did he want to become my life-long customer and let me make unstoppable back-end sales?
Because of the extra bonuses?
No. Because of the sincerity. I expressed my apologies sincerely in the email, which made him eagerly become my life-long customer.
That's it!
Write a very sincere email to say sorry to your unsatisfied buyer when someone asks for a full refund. Send him a gift to make him happy at the same time. You'll see that they will keep purchasing from you after that.
Lose one sale and you Win one life-long customer!
------------------------------
Author Jian Wang is a master in the art of persuasion.
His ebook, "Hypnotic Persuasion: How to Get Anything You Want,"
is a truly inspirational read, filled with the wisdom to help
you gain control of your own mind and convince others without
resistance. These techniques can be used to improve business,
sales, relationships, and your overall well-being. For more
information, visit http://www.mrchange.com
Diane,
I enjoy your newsletter and read it as often as possible. Time constrictions sometimes limit how much and how often I can read the email I get.
One of the things I notice in reading the email, ads and web site copy I am exposed to every day is the misuse of the words "your" and "you're". When I read an otherwise brilliant piece of copy and come to a sentence that says, "Your going to love our f*r*e*e Ebook." I grit my teeth. I have see this mistake made every day everywhere on the Net.
Spell checkers don't recognize grammatical errors. Most good word processors have grammer checkers that do, but They will drive you nuts and take away the f*r*e*e flow of your own style if you get too wrapped up in using them. Just learning a few simple rules of grammer, that should have been learned in elementary school, is the best way to go.
Your = possesive. Your house, your Ebook, etc.
You're is a contraction meaning you are.
You are right. You are rich.
You are good at spelling but you're terrible at grammar. :)
Lecture is over. Have a nice Christmas and New Year.
Grant
------------------------------
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