Listening to an interview with one of the worlds best marketers the other day, Eben Pagan – he discussed the notion that in selling the concept of a promise is out, the intention and willingness to do a favour are in. By “giving before we expect to get” we shift the way we do business from just being a service, to being a friend.
This is why, twitter has become so popular so fast and “social media” is an important part of the overall customer communication strategy, even more so though, what happens when the customer actually arrives at your website?
Most often, visitors that come are not induced in someway to hang around or to come back. There has to be fresh content, it wants to be fun or informative, presented well, but then also coupled with something that can help that person answer the problem that he or she may have been seeking a solution for. When you think about site structure and then also how you engage with people, from the perspective of what are you giving to people and what sorts of problems they might be having – you begin to see the world in their eyes.
Another of my early mentors, Ken McCarthy – a man that has helped many create significant and steady Internet wealth – has a very simple formula when thinking about how to measure if your website is working;
Traffic + Conversion = Profits
and he’s right – you can have all the traffic coming in the world but if nothing ever happens with that traffic you may as well not be trying to get traffic.
If however as soon as a visitor arrives, you give away some of your best stuff – for free, it’s highly likely your visitor will return and to be very open and happy to have an ongoing relationship.
Sadly, many people lead quiet, desperate lives where they hunger to have a connection with another person.
And, that’s why, when you ask nicely and give before you expect to receive – many folk are keen to hear from you again.
If you create the follow up email messages and keep giving more and more value – people will actually start to looking forward to hearing from you again. When we think about connecting with others with the intention to work together in the spirit of mutual better outcomes,our business and/or employment can become more of a lifestyle, rather than a job!
These services are today delivered with low monthly costs, high levels of mail deliver ability and a large and very satisfied base of very smart customers.
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