All Internet Marketers - How To Get My Business
by Mike Law

Copyright 2005 Mike Law

More and more people are realizing that the Internet offers great potential to set up a healthy business for pennies on the dollar. This is good news for internet marketers - but it also means that they need to lift their game.

Why? Because the would-be netpreneur has access to way more training than ever before. Its possible to get up to speed very quickly on what is needed to get started online. This, in turn, means that people quickly recognize what offers true value and what does not. They see so many sales letters that they become, to a certain degree, immune to the typical hype. Theyre willing to spend - but they want value for money. They want to be treated like intelligent and discerning adults.

So heres a message to all gurus (and aspiring gurus) who are keen to get their share of the dollars waiting to be sent flying their way via cyberspace.

1) What does it take to make people want to buy you rather than some other internet marketer?

2) What might make people want to unsubscribe from your list?

3) And what pushes them into asking for a refund?

What Makes People Want to Buy?

- They buy if they can see that a product will give them new knowledge and understanding.

- They buy if the purchase will speed up business growth.

- They buy if a product will automate a task that eats into their time. (People quickly learn to spend their time on marketing and product creation, rather than repetitive tasks.)

Tip: Once newbies have been exposed to a few sales pages, its not long before they learn to look beyond the sales hype. They study a sales letter carefully to work out what the product will really offer them. (Do they need this? Or will it duplicate something else they own?)

They also learn to look for value for money. Some higher-priced products are worth every cent. Some cheaper products add very little to what they already know.

(Note: Savvy internet marketers already realize that if they put together online interviews offering truly valuable information, they are far more likely to attract and keep new customers. A quick example: Jane Smith listens to a one-hour audio interview on search engine optimization and traffic. She finds out some really useful information she has not so far heard anywhere else. She decides that this guy knows what hes talking about and shells out a couple of hundred dollars for his products.)

What Makes People Want to Unsubscribe from a List?

- Getting four identical emails trying to sell them the same product, because the sender hasnt figured out how to move them from one list to another after they buy.

- Getting a canned email sounding full of excitement about a new product or service - which turns out to be a duplicate of the email they get from six other marketers who are affiliates for the same product.

- Getting email from a product creator about anything under the sun because you bought XXX product from them. If your customers sign up for a newsletter, they expect mailings.

What Makes People Want to Ask for a Refund?

In the past, buyers tended to shrug and write off a bad purchase. But increasingly, people are prepared to stand up for their rights. If they feel they have not received value for money, they will ask for a refund.

So what makes them decide to ask for their money back?

- Software that doesnt work as it is supposed to.

- Physical products (CDs, DVDs) that dont work on their systems.

- An e-book that is full of content easily found in an hours net-surfing.

- An e-book that has skimped on content or that has been poorly written.

- An e-book that not only skimps on content but is full of links to up-sells to get the really valuable information, or is full of affiliate links.

The last case, an e-book full of affiliate links or links to an up-sell...is something you should be giving away free as part of your viral marketing campaign. Charge for it and you risk your reputation for being a source of quality information.

Other things that bite into your customers valuable time.

- MP3s that are streamed from a website rather than being downloadable.

- e-books that are in .exe format only, so the customer cant print them out in one hit (and cant access them on a Mac computer).

Give your clients anything that they can listen to or read away from the computer. Most of them spend enough hours a day at the keyboard already. Theyd rather load an audio interview
into their MP3 players and listen while they go for a walk or relax in the sun. Theyd prefer to print out an e-book and read it or mark it up while sitting in an easy chair.

Please, please dont tether them to the computer!

And finally, about those name squeeze pages. People are very quickly getting tired of having to give up their email addresses just to get to a sales page. Do you want them to buy or not? These days, unless theres a huge buzz around the Net and they want to see what its all about, prospective customers are just as likely to click the back button on their browser, or close the window and leave.

After all, theres always another internet marketer waiting to sell them a product. Probably one very similar to yours. Marketers who respect their clients time and intelligence are the ones who will get their loyalty - and their cash.

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