One of the keys to selling products online is to somehow personalize your approach to the prospect.
Impersonal, sterile, boring sales letters and advertisements aren’t attractive and convincing.
They tend to put the prospect to sleep. Unless the prospect is already sold and anxious to buy one particular product, he will not pay much attention to generic and faceless advertising.
I’m reminded of this fact multiple times everyday as I go online to do various tasks in my business. My email in-box is loaded with generic, faceless ads that make me think the marketer has no clue how to attract and win over prospects.
In addition, most of the commercial web sites online follow the same pattern of not going out of their way to personalize the web site experience for the visitor.
On the other hand, have you ever noticed how genuinely friendly people attract a crowd?
Their demeanor and friendliness are compelling! They act like magnets for most of us because we like being around upbeat and happy, fun and gregarious people.
Friendly people practically force us to let down our guard, to trust them early on, to be at ease when in their presence.
So here’s the challenge: make the “voice” of your marketing message very personal and friendly.
Copywriters and web masters that can accomplish that feat will sell a lot of products. In nearly every niche, it seems the most products are sold by people whom their prospects know, like, and trust. And by human nature, we tend to trust those who are friendly, who acknowledge us, who make us feel like we’re important and are worth getting to know.
They will draw prospects into their message. They will engage their readers because folks will be attracted by the style and language of their sales message. Never underestimate the power of personalizing your advertising and marketing message so the prospect feels that you are talking to her, almost like a friend-to-friend conversation!
I believe the popularity of the blogging craze has a lot to do with the fact that blogs tend to be personal. They are like a diary … they expose our personal lives, feelings, activities, and dreams. It’s a great idea for every small business owner to maintain a blog and use it to open up to the business prospects and customers.
The author and business owner can display his personality and hopefully his friendliness to the readers as he attempts to gain their trust and nurture them toward becoming a valuable business customer.
One of the difficulties of selling online is the fact that often a human face is not present anywhere in the sales process. Often business owners don’t talk to or interact with another real live body at all.
Sometimes the prospect may get a glimpse of a business owner at the “about” page of a web site; but other than that, most customers complete the sales, financial transaction, and product delivery without ever confronting or being able to speak with another person.
By adding some personality and friendliness to your marketing message, you help to humanize and personalize an otherwise sterile buying experience. I believe that this one thing, personalizing your marketing, can be the deciding factor in prospects becoming your customers instead of your competitor’s customers!
Don’t forget … prospects make purchases from those they know, like, and trust!
To your online business success!