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7 Basic Essential Web Marketing Tips
"It's Your Time
to Thrive On-line!"
Web
Marketing Tip # 5 - Stand Out From the Crowd and Increase Sales!
Stand Out from
the Crowd and Increase Sales. Since there are over 16.6 million Internet
Business Sites in cyberspace how do you stand out from the crowd? One
way is to establish an USP. What is an USP you ask? USP stands for unique
selling proposition or unique selling point. The reason you need an USP
is to establish your business brand and identity so, people remember your
web site and want to do business with you.
By establishing a USP you can communicate why people should do business
with your company, instead of other sites, or your competition on the
web.
Resist stating your USP as being the best product or service for your
prospects. Self proclaimed superlatives, like the best - fastest - or
most, won't be accepted by potential customers because, they will see
your USP as self serving hype! Site visitors see the best, fastest, and
most superlatives plastered all over the Internet on sites. You have to
be more savvy, in your sales copy-editing, to win over your potential
customers.
In order to properly arrive at your USP, list the features of your business,
and itemize them from the strongest to the weakest. Then translate your
features into benefits for your potential customers. In other words, try
to think like your customer ( i.e. - what's in it for them). I'm sorry,
your customer only cares about what your product or service will do for
them. Just keeping it real! Be careful, it is difficult many times to
distinguish between the features of your products, and the benefits to
your potential customer.
For instance, if I were to state to potential subscribers of KeepitReal...Profitable!,
ezine: "subscribe to the only ezine that is written to share the
latest tried and true web marketing techniques". This would come
off as a self proclaimed feature.
On the other hand, if I were to state:
1. Discover how to identify minority business sectors with high consumer
demand and low competition;
2. Learn how to get your web site to rank well in the search engines;
3. Find free software to increase your web marketing effectiveness; and
...
4. Obtain syndicated content to add value to your ezine.
These statements would actually be listing some benefits to subscribing
to KeepitReal...Profitable!, e-zine.
To explain
this another way, features just describe aspects of your e business, while
benefits tells your potential customers - what's in it for them, when
they buy your products and services. Always illustrate benefits of buying
from your business first, and then describe features later.
Once
you have translated the benefits your customer will obtain from buying
your product or services. Then visit the sites of your top competitors
and note the differences between their products or services and yours.
Just remember, people don't buy based on the features of your business
(although they may justify buying based on features). They actually buy
emotionally, determined by how your business will fill a want or need
in their life.
Therefore,
many times your USP will be based on your top benefits, presented in a
way that is - unique and distinct from your competition.
The
full blown process of arriving at your USP is a sophisticated one, that
is beyond the scope of this Web marketing tip. However, there are other
great e-books and web sites that will help you in the process of developing
an USP. Like the free web site of Joe
Robson, a great low cost source for net copywriting and developing
a USP, is Make
My Words Sell!, again by Joe Robson and Ken Evoy, two of the most
successful web business persons, in terms of small business sales.
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Your Web Business with The following Free
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