Selling your online product requires both good sales copy and awesome content if you want to make sales. You need both, so spend time on both to get the best results.
Salesmanship And Content Wins in the End
There’s an old story about the tortoise and the hare who challenged each other to a foot race.
At the starting line, the hare took off quick like a bullet. He looked back to see the tortoise moving along slow and steady, but way behind the hare. So the hare napped. Meanwhile, the tortoise slowly and steadily made his way to the finish line to win the race.
You can take away a great business lesson from this fable:
Go too fast and you end up neglecting important parts of the process.
And since salesmanship is the hare and content is the tortoise, you know where to focus your efforts.
I've seen a lot of slick marketers come and go in this business in my ten years as a full-timer, but those who were in this business then and still are here now all share one thing in common:
Great content.
Think about it…
Example #1: You can sell anything with good marketing – once. A great sales letter can sell a mediocre eBook, a misleading report or even a downright ghastly video. But as soon as the customers discover the quality of the content, they’re out the door for good.
Some will refund, some won’t, but none of them will ever buy from the marketer again.
Example #2: You’ve probably also seen people use poor content – even “scraper content” – to pull in traffic from the search engines. Problem is, this content is written solely for the search engines, without any regard whatsoever for the end user.
So while the site might pull in traffic, it’s NOT going to garner any repeat visitors.
Both of the above points are examples of short-term thinking.
But this sort of business model always leaves the marketer scrambling for new customers, trying to repair his reputation and chasing rather than attracting customers.
It’s exhausting – no wonder people who do this tend to eventually give up!
Listen, making money doesn’t have to be that hard.
Instead of relying solely on great salesmanship to make money, why not focus on a combination of great salesmanship AND great content?
That way your marketing and sales copy bring the customer into the door – and your great content keeps them coming back again and again.
Which brings us to the next point…
The Easiest Way to Grow Your Business is to Keep Customers Happy
I can’t put it any more plainly than this:
If you didn’t have any customers, your business would cease to exist.
And that means one of the keys to building and growing a successful business is to grow your list of satisfied customers.
Indeed, when you have satisfied customers, your business grows because of the three R’s.
Let me explain…
Repeats: Satisfied customers become repeat customers – and they usually make repeat purchases with escalating frequency and price points.
Example: The customer who’s satisfied with his $10 purchase will go on to buy your $50, $100, $500 items… and so on. As long as he’s satisfied – and as long as your products keep meeting his needs – he’ll keep buying.
Referrals: Unhappy customers tell their friends to steer clear of you and your business. Fortunately, happy customers also tell their friends about your products or services.
Sometimes satisfied customers become active affiliates who promote your products via traditional means. These are folks who are marketers as well as customers.
At other times, your satisfied customers simply become raving fans on forums, blogs, social networks and elsewhere.
Example: Other members of a forum might ask who has the best product in your niche, and your raving fans will always answer those threads by naming you, naming your products and even linking to your sales pages.
Now that’s powerful!
Residuals: Finally, happy customers don’t just buy your products – they trust you enough to join your membership sites and other continuity programs. They’ll join your highest priced programs – maybe even personal coaching – and become “followers” who’re part of your inner circle.
It all seems pretty simple, right?
But here’s the thing…
Satisfying your customers isn’t just about putting out quality products and over-delivering on expectations.
They’re important, yes. But they’re NOT the only factors.
You also need to give your customers a good buying experience.
In other words, you need to provide great customer service.
You see, you can have the best products in the world, but you may only have a handful of happy customers if your customer service stinks.
Example #1: Maybe a customer purchases one of your items but is unable to download it. And when he emails you about it, you don’t get back to him for a week or two. Probably by this time he’s so frustrated that he’s requested a refund.
Example #2: Or maybe you offer software but no support. Maybe you don’t even provide adequate installation and customization instructions. Even if your software is better than the competitors’ software, your customers are going to drift away and find someone who’s willing and able to show them how to make their purchase work.
Bottom line: Provide great online products and a great buying experience, and your customers will repay you tenfold through repeats, referrals and residuals.
Work-At-Home Writer Shares His Proven Strategies For Creating Fast Info Products That Sell Consistently And Have Brought Him A Full-Time Income For Over Ten Years! How To Create... (In Just 12 Hours) The Kind Of Information Products You Can Make A Full-Time Living From! Let Me Show You How...