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When Fishing for Customers Use Educational Information as Your Lure

By Ayo

A fisherman catching an fish with a lure.
Just like the fisherman, a successful website must have a lure to attract customers.

Summary: No fisherman lowers an empty hook into the water; if he does, the fish take no interest in the hook and he catches nothing. But the fisherman puts a lure on the line and it attracts fish to the hook. Likewise you, to attract customers to your website can’t rely on product pricing and offer alone. You must first attract customers to your website using unbiased, informative information as your lure.

The #1 Internet Shopping Activity is Research

74% of men and women research on the internet before buying a product or service (BIGResearch, 2007). By offering useful, un-biased information on your website, you can help these 3 out of 4 of men and women accomplish their objective using your website.

Think about what type of research your potential customers might be doing. Remember, customers are interested in more than just researching product prices. Some customers aren’t even sure what to buy. They need to know what to buy, before they can even start looking at prices. Can you help the customer decide what to buy? (See Item #4 in this list)

Educational Information is Your Lure

Consider this example. A certain tourist wants to buy a digital camera for his vacation. However, seeing so many options he is not sure what to buy. So he goes to Google and does a search for ‘good vacation cameras’. He finds a website that tells him which cameras are good for vacations because of a long battery life and support for different countries’ power outlets. Happy with their prices, he buys a camera from this website.

Do you see the point? The website that told the tourist which digital camera is better for a vacation lured the customer in, and then hooked him with a good price. All the camera websites that merely list their digital cameras, with no information about using these cameras on vacation, were not even considered. If you want to increase site traffic, you need to provide information, such as articles, to answer the variety of research questions they might have. (See #10 in this list)

Conclusion: Educational Information is Your Lure, Price and Offer is Your Hook

To attract customers provide educational information that goes beyond merely listing the products you sell. Unbiased, informative articles and advice will attract website traffic. However, to get the sale you must have a compelling price and offer. Having a great price and offer but no educational information is like having a hook with no lure. Having educational information without a great price and offer is like having a lure with no hook. To increase site traffic you must give the customer information beyond just a product list with prices.


References

BigResearch.com. 2005. "More Consumers Researching Online Before Buying in the Store"

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Your Website: You've built it, but they DON'T come...

By Ayo

Business owner frustrated that his website isn't generating any sales.

Summary: Frustration about website sales is common. It isn't enough to have a website built for your business; you need to advertise your business through other means. This is the surefire way to generate website traffic and sales.

"I've spent lots of good money designing my website, but I'm not getting any phone calls! Can you help me?" This was the question I received on the phone this past October from a frustrated business owner. I was able to give him some ideas for which he was grateful. However, this story reveals a key point.

"Build it and they will come," does not apply to the internet. Why? Because, there are millions of websites on the internet. Thus, you must realize, your website is only one needle in a barn-sized haystack.

Among so much noise, how can your voice be heard? I have assembled a list of suggestions you should follow to grow traffic and sales. Go down each item on this checklist, and ask yourself, "Am I doing this already?"
  1. Purchase a phone book advertisement. Customers looking for your service are more likely to find you in the phone book than using Google. (< $100 per month)
  2. Purchase ads in local newspapers. Newspaper ads build awareness and motivate readers to check out your website. (< $300 per ad for a major newspaper)
  3. Conduct a direct mail campaign. A good direct mail campaign can do wonders for awareness, but it is expensive. (< $2,000)
You might notice that a lot of these suggestions cost money. Unfortunately, the saying, "You have to spend money to make money," is very true on the internet. There are free methods, but most free methods take more time. Nevertheless, most of these suggestions are not as costly as you would think.

As always, make sure you calculate the costs before you invest money in any of these suggestions. Make sure you will make enough money from increased sales, to justify the advertising and marketing expenses.

By spending money in the right places you will increase your traffic. Increased traffic will lead to increased sales.

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