I’m a fairly regular contributor at the Warrior Forum and often members begin threads with questions like “What is wrong with my sales copy?” or “My site traffic is not converting – what’s wrong?”
A similar thread might be something like “why won’t anyone buy my ___________ (insert product name)?
Of course there are a myriad of reasons why prospects and customers don’t buy from you. It’s most likely there are multiple reasons instead of just one isolated problem.
In fact, this very thing is partly to blame for the difficulty it is to break into Internet marketing in today’s economy. In order to be profitable in your business, you must get your products and selling processes (including your funnel) running smoothly on all cylinders – not an easy task when there are so many variables and steps that could go wrong.
Most often the forum members reading the threads of this nature chime in that it must be lousy copy, or the wrong price point, or the audience wasn’t targeted enough, or there are too many competing products in an over-saturated marketplace, etc. Any one or more of those variables could be the answer.
Seldom mentioned, but very often the case, a marketer may be trying to push a boring or lackluster product. Or a product that has no noticeable benefit or utility over other competing products in the niche.
Think about it . . .
With the rise of so much consumer power online, i.e. reviews of products, product forums, web sites that offer product comparisons, articles and blog posts about specific products, social media sites with opinions and comments on just about every product imaginable, etc. it’s not surprising that product competition has also risen sharply. Copycat products, knock-offs, and outright “stolen” or replicated products that are almost identical to the original can be found in nearly every market.
If you want to be successful at selling your own creation, you would do well to make it a very unique, hard to replicate, and a truly memorable product.
When a new product comes out that has features/benefits not found in competing products, it becomes a whole lot easier to market that product. There is really nothing to compare it with, right?
You can explain to your customers how your product differs and exactly why your product is unique and so much better than all the rest.
Your USP (unique selling proposition), sales letter, advertising campaigns, and many other marketing elements become simply a matter of showing exactly what your product does, how your product differs from the competition, how that difference enhances its performance, why your product is so valuable and why this product is so desirable.
When your product is unique you won’t have low pricing wars with your competitors because comparisons won’t hold up.
Typically, the largest revenue from a niche product will go to the initial owner that first introduced the original product rather than all the copycat versions that follow.
So always take the time to try to offer solid, unique products and the money will usually follow. Your marketing will become easier and you will recognize that people appreciate your innovation and creativity and the fact that you took a big risk as a pioneer in the field.
The late Jim Rohn (popular author, motivator, speaker, and a “rags to riches” story himself) best described this strategy as “having something good to say.” I really believe he knew what he was talking about. Most products are sold based on the basis of the marketing that promotes them since it’s only after the purchase that the consumer actually gets to use the product. And in that marketing, you have the opportunity to open up the product value and performance for all to see.
Let me repeat: the purchase of your product is made based solely on what is said about the product in advance of the purchase. That, my friends, is the power of online marketing! And it should be a wake up call that the majority of your business time, as the product seller, should be focused on making the sale!
To your online business success,