Internet marketing is a great way to introduce a
product/service, sell it to customers or clients, and reap the
benefits of satisfied buyers and monetary gain.
If you have a product/service, you write a descriptive
advertisement for it, listing all the features, the dynamics,
exclusive properties, endorsements, testimonials, test results,
and so on, and so forth. With all this information, you end up
with volumes of written words and numerous pages for your
visitors to go through. You have included just about every
phrase that would pertain to your product/service and used a
Thesaurus to find even more descriptive phrases. There isn't an
adjective around that you have not utilized and as for bullets
and other fancy features, you've covered each and every one of
them. So, what's the problem?
There you have it- A beautiful depiction of a forest filled with
trees, and more trees. Well, this is what you have created.
Right there on the screen is a beautiful, growing forest of
words, and information, with a couple of wildflowers and
woodland animals in the picture as well. The colorful phrases,
highlighted items, quotation marks, and underlined features are
all there. Read through it once again. How far down do you have
to go or how far do you have to travel into your forest to find
the tree you are looking for? Namely, where is the tree that
tells us exactly what your product/service is, with a price tag
attached? Many sites will refer to their market product as "it"
and yet, they never really tell us what "it" is until we have
gone through miles of words.
All the added features and descriptions are fine, but tell your
visitors right up front what you are offering and let them know
that, if they are interested, they can find additional features,
quotations, etc. and in abundance. You will save a lot of
disgruntled surfers from having to wade through volumes, only to
discover that this is not something they need or have been
looking for. Also, use the correct tags and keywords. If you are
offering dolls, don't feel free to place "food products" as a
keyword. It just might bring you visitors, but they will
remember the deception and if and when they need a "doll", they
will find it at an appropriate site.
Words are a treasure and a godsend to marketers over the
internet. They need to be used accurately and correctly, without
a hint of deception or misleading information. If a surfer even
senses that you are trying to use tactics to lure them into
buying something they never intended to, or are not in the least
bit interested in, they will spread your reputation to screens
across the internet faster then one of your speeding "bullets."
Every visitor to your site is a potential customer, but more
importantly, they can be an online business friend. Always
remember that everyone has friends, family and acquaintances and
these can all be future satisfied customers. If you treat them
with the respect and intelligence they deserve, they will reward
you with business and referrals. If you attempt any deception,
they will also find ways to spread the "word". It takes only
common courtesy and a little bit of discretion to treat visitors
as you would treat anyone who actually stepped into your place
of business. Envision them as a family member or friend and then
use your site to treat them as you hope your family/friends
would be treated. You will never regret anything and you will
never have to "eat your words." Remember that opportunity comes
knocking in many shapes and forms, and if you abuse it or treat
it unkindly, it will leave. It will never get lost, because
someone right down the road will pick it up and help it find
whatever it is searching for. In simple terms, your loss, and
someone else's gain. Buyers on the internet appreciate being
treated with dignity and friendliness. They value truth and
honesty. Your marketing success depends on them! ENJOY! ©Arleen
M. Kaptur 2002 July
About the author:
Arleen M. Kaptur has written numerous articles, motivational
booklets, and books (fiction/non-fiction)
http://www.Arleens-RusticLiving.com http://www.arleensite.com
http://www.webspawner.com/users/rusticliving
