ProBizTips Newsletter
** ISSUE #264 **
October 10th, 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!
Sorry for the late issue. I've been feeling very "under the weather" lately and haven't felt like doing much of anything. I hope to get some things done over the weekend while my son is at his nanny's and my husband is hunting. So if you emailed me or I have something to do for you, hopefully it will be done this weekend. :)
Can you do me a favor? Come join me in the ProBizTips Forum and let's get the "community" jumping again! The monthly post contest is in full swing again so join us, participate, and be a possible winner!
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In the meantime ... sit back, relax and enjoy today's issue!
Your Friend,
Diane Hughes
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| ProBizTips Feature Article |
The Dire Need For Online Credibility; Is It All Smoke And Mirrors?
by Karl Augustine
Yes and no.
With any business, credibility is a key element to building trust which should ultimately lead to making a sale.
This is never truer than in Internet marketing for these reasons:
*People don't want to be sold to, they want information.
*People mostly use the Internet to get information at no cost, not to purchase a good or service.
*People are skeptical about purchasing online for fear of being "taken".
*The "would be" customer most likely has no idea who the seller is and isn't guaranteed any type of communication after the sale, no matter what the website may say about a "guarantee".
*Internet marketing has been around long enough that savvy prospects have seen their share of scams, shoddy products, and outrageous promises and their defenses are heightened because of it.
So what does the newcomer and mid-level marketer do to gain credibility amidst all this skepticism? Validate their USP Unique Selling Proposition) by ensuring that their prospect's perception of who they are and what they have to offer is one of quality.
Until the sale is made and the "prospect turned customer" actually has the product in hand, the perception of quality is just that, merely perception. Once the product is in the hand of the new customer, the perception of quality is purely defined by the customer, not the seller.
How the customer views the product after the sale is made determines his/her perception of quality of the product. However, before the sale is made, the perception of quality is largely determined by seller, and that's where sales are made or lost.
Why is the perception of quality determined by the seller? Because the prospect can't possibly validate a product's quality without owning it. The seller tells the prospect hat makes the product have quality and how it will benefit them. The sales copy on the web site, the clarity of the graphics, the proposed benefits the product delivers, and the overall message that validates the USP that is relayed to the prospect, all define the perception of quality of the product as dictated by the seller. It is up to the prospect to decide whether he/she will believe the message that the seller is relaying to him/her.
Because of the prosect's skepticism, validating the USP and establishing credibility can be a chore for the newbie and intermediate Internet marketer regardless of the quality of the product itself. Since the newbie or intermediate marketer isn't a "household" Internet marketing name, action needs to be taken to establish online credibility.
How? Have other Internet marketers and "would be" customers help. Go to the well-known forums on the Internet and post messages asking for feedback in return for a copy of the product being sold. This is one of the most common methods to collect testimonials for products and services.
Another effective way to gain credibility as it is perceived by the prospect, is to gather testimonials by giving the product to their list or a small portion of their list in exchange for a testimonial.
Yet another way to gain testimonials and thus credibility, is to approach well-known experts within the product niche and ask for their impression of the product being sold with the caveat that, if the expert was in agreement that the product was quality, he/she would send you a testimonial. Experts won't endorse products if they aren't quality because they've spent far too long establishing themselves online and unwarranted testimonials for sub par products damage their credibility.
Ideally, the newcomer and intermediate Internet marketer will get "unsolicited" testimonials, but the tactics listed before are simply ways to add to credibility. The fact that some testimonials may be obtained through bartering, doesn't deter from the testimonial's credence. If the product is truly quality, how the testimonial was obtained is irrelevant to new prospects because to them, the testimonial's origin is unknown.
Another effective way to establish online credibility is to publish articles to various websites. The same principle holds true here as with the "expert testimonial" scenario. If an Internet marketer gets his/her articles published in newsletters that have sizable subscriber bases, that marketer's credibility is heightened. Many e-zine owners that have large subscriber bases will not publish sub-par articles, because doing so would damage the credibility of the publication. While getting articles published in other popular e-zines doesn't deliver specific benefits to prospects about the product being sold, it will add to general online credibility of the seller.
Whether the newbie or intermediate Internet markerter use testimonials or article publication to establish online credibility, the true measure of credibility is in the product itself. Before the sale credibility is established by the seller through the overall USP and through testimonials.
After the sale is made, online credibility is defined by the customer. The question at this point is: "Did the product live up to the sales message?" If so, online credibility with regards to customer-to-seller "one to one" relationship has been successfully established.
Work hard, be humble...
---------------------------------
(c) Karl Augustine
http://www.9mistakes-online.com
http://startingsmart.9mistakes-online.com
"9 Deadly Mistakes To Avoid When Starting An Online Business".
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BizTips by Dr. Kevin Nunley |
Is Price Really the Issue?
Most people think the most important determining factor in a sale is the price. But recent studies show that consumers ranked price no higher than 9th and, on average, 13th in its level of importance.
So if the lowest price isn't what your customers are looking for, what do they really want? Well, first of all, many people won't buy the lowest priced item because they've had bad experiences with "cheapies" in the past. People tend to relate inexpensive with "will break easily," or "will cause me aggravation." Apparently, buyers are more interested in the value of a product than they are in the price.
The real determining factor in a sale is the "total cost" of an item. That is what determines real value. Total cost is not just price, but what you'll actually get for the price. If you have the choice of paying $50 for a product that will not work properly, or $200 for one that will do exactly what you want, the more expensive product is the one with the preferable total cost.
One effective strategy for pushing total cost over simple monetary cost is to ask your customers questions like, "What will this be worth to you?" and, "How important is this to you?" These questions prompt your potential customers to really think about the total cost and the value.
So before you mark your products as the lowest priced around, think about what the real value is to your customers.
------------------------------
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.
Instant plug-in scripts that help you profit...
"Today's Date"
by Michel Komarov
I think you're just going to love today's script ... this simple piece of JavaScript code will help to emphasize how up-to-date your sales page is.
By installing this simple script you'll have today's date on your web page every single day of the week. This will help to make your website look as up-to-date as possible.
There are two pieces of code you'll need to include in your web page before this will work for you.
The first piece should be placed above the </head>tag of your HTML source code:
<script language="JavaScript"><!--
// Script created by http://icoder.com
// Subscribe to freescripts@icoder.com for this
// and many other essential web site scripts.
function getToday() {
var d = new Date();
d = ["Sunday", "Monday", "Tuesday", "Wednesday",
"Thursday", "Friday", "Saturday"][d.getDay()] +
", " +
["January", "February", "March", "April", "May",
"June", "July", "August", "September", "October",
"November", "December"][d.getMonth()] + " " +
d.getDate() + ", " + d.getFullYear();
document.write(d);
}
-->
</script>
Place the second piece into the source code of your web page anywhere between the <body>and </body>tags. The position you choose is where today's date will appear:
<script>getToday()</script>
That's all there is to it, if you follow this link you can see how it should look when you've installed it on your web page.
For a more detailed explanation on what JavaScripts are and how to install them please send a blank email here: mailto:jshelp@icoder.com
If you need any help or advice in installing this or any of my other plug-in scripts just let me know and I'll do my best to help ;-)
---------------------------------
Michel Komarov is a fully qualified software engineer helping
people to automate their online businesses for maximum profits.
Visit his website today to discover how he can help your business
profit with a limited time discounted script installation to readers
of ProBizTips: http://icoder.com/jvpartners/DianeHughes.html
**We're interested in your comments, questions, and suggestions.
Do you enjoy this ezine? Do you have an Internet marketing or
e-commerce related question? If so, feel free to submit it to us.
We may publish your question and response in the next issue.
ProBizTips Tip of the Week |
3 Ways To Become A Super Affiliate
by Larry Dotson
1) Community Marketing
Participate on web discussion boards. Post your comments, answer other people's questions, and ask your own questions. Include your affiliate text link under each message you post. If they read your message and like it, they may click to see what else you have to offer them.
2) Information Marketing
Create a free e-zine. Use your e-zine to advertise the affiliate programs you've joined. Submit your e-zine to online e-zine directories and promote it on your web site. Trade e-zine ads with other publishers. Announce your e-zine to e-zine announce lists.
3) Incentive Marketing
Start a private web site. Use it as a free bonus if people buy the product you resell. You could also allow people to join for free and you could advertise the affiliate program you've joined. You could also charge a subscription fee for an upgraded version of it.
---------------------------------
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