Words for SOHO131-- helper of your e-biz

Increase your sales by as much as
317% by accepting credit cards at your website

Please read Chinese with BIG5

Words for S.O.H.O.

The Expertise Gap - A Costly Missing Step

By : Harry Kafka

Does your online product or service sell LESS than it should? Are you offering it at a price that's a great deal for buyers but even then don't get nearly the sales it SHOULD bring? Do you have a good product or service, and yet visitors to your site don't seem to understand the benefits? Do interested visitors e-mail, asking about it, but STILL DON'T BUY?

If yes, then you might be experiencing "the missing step" phenomenon. Bear with me and I'll explain.

Any visitor can come to your site. There's no "admission test" required - and thus, there's no way for you to know what level of expertise and familiarity the visitor has about your subject. He could be as knowledgeable as you, but in most cases he will be much less experienced.

But HOW experienced? WHAT does he know and understand - and what doesn't he? Does he have some negative preconceptions such as "all salespeople lie" or " the Internet is full of scams" like so many have?

The average visitor that comes to your site is a RAW prospect. To BUY, he needs to become a "refined" prospect - his level of understanding has to be brought up to a certain level before you can seriously expect him to be ABLE to purchase your product.

The most common mistake in web site content is to assume the visitors are even CLOSE to your own level of expertise and familiarity in your subject. This can easily lead to a GAP wherein most visitors will never have a chance of understanding the true benefits of your product or service. It all starts TOO HIGH on the scale of expertise for him...and remains "beyond him."

As a result, the average visitor won't get drawn into the content. It remains just that little bit too much a mystery for him during those CRITICAL FEW SECONDS you have to create the basic understanding of WHAT it is that he can get from this site and WHY he should bother to read it at all. If your site fails to communicate that, the visitor is gone.

The Number One Missing Step is the lack of instant communication when a visitor enters your site. You don't have more than a few seconds... and if your first few sentences do not create an understanding of the content, then you've lost him. Your first challenge is to PULL the visitors INTO YOUR SITE CONTENT.

After the visitor has been "stabilized" as a visitor - he is now interested and continues to read - your next target has two objectives.

You want to GET HIM EXCITED while, at the same time, giving him INFORMATION in a way that discreetly increases his understanding of the subject.

In other words, you ALTERNATE between two things. You tell him what benefits he could ACHIEVE in the subject (with your product) and EXPLAIN THE BASICS that he needs to know so he WILL UNDERSTAND why it is in his best interests to buy your product.

If you've ever had difficulty in understanding why visitors DON'T GET IT - don't understand how great your product actually is - then you probably were missing this little piece of information on the subject!
<> People buy things because they have some GOAL. You strengthen that goal.
If someone HAS a goal and he UNDERSTANDS the facts of the subject... and your product would HELP TO ACHIEVE THAT GOAL... then why wouldn't he buy it? If they won't then you have the MISSING STEP OF CREATING THE UNDERSTANDING NEEDED TO BUY!
<> Checking Your Site With A New ViewPoint .
Read your web site with the "buyer-biased" eyes of a visitor. Try to take the viewpoint of a person who is NOT an expert but rather UNFAMILIAR with your subject. Search for GAPS. Is there something missing? Something you assumed that "everyone knows" but perhaps they won't? Look for those few gaps where the uninformed visitor will fall into the dark... and disappear forever.
<> Don't count on your visitors to tell you. They just go away!
So, check out what they NEED to understand before they CAN BUY. Usually, you don't have to make any MAJOR changes. More likely, there's a paragraph missing here and a word or sentence there. In online sales, most of your sales are 99 percent successes - only it takes the full 100% to GET THE SALE, doesn't it? So don't change EVERYTHING... instead, fine-tune and adjust the text by locating and filling in the missing gaps.
The difference that minor adjustment can create in sales results can be quite dramatic!

Harry Kafka is a marketing consultant who publishes several web sites on marketing.
Visit http://www.e-publisherguide.com
to read about his advice on publishing information products and creating web site strategies leading to high sales conversion ratios.

Charming Art in Association of Amazon.com

Good News !
Now ! Buy your loving books,CD,and many others just sitting on your comfortable armchair.Just a click from your mouse !
Searching yours favour from the box and surf from one of largest Book & Dept., Store on the Net.

The BannerCo-Op - 1-1 Exchange + Cash