How a Stunt Can Double Your Web Business - Building a Relationship

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What you will be doing is building a relationship with your customers via regular contact with them. You should have some sort of informational piece -- or even a simple note about your personal life -- sent to your customers at least once every other week, and once a week is even better.

And let me be clear about something. An "informational piece" is not information about a sale. It's something reasonably objective that will educate your potential customers. Again, you are looking to build a relationship through regular contact. You are looking to be thought of as an authority by your customers.

Think of it like this. By deleting your home page and spending an hour on a sales letter to create a database of potential customers you are giving yourself an asset that will allow you to create business on demand.

You will be able to obtain new business whenever you feel like it by simply sending out a promotional email.

And before I get messages saying that I'm promoting spam, nothing could be farther from the truth. Someone signed up, and double opted in, to be in your email database. Every one of the autoresponder companies have unsubscribe links that they insert at the bottom of your messages.

Not only that, but you will be creating a relationship with your customers. They will get to know you, many of them will like you, look up to you, respect you. When you ask them to buy something, putting it on special and giving them a good incentive to buy right then, they will.

Instead of losing 70 percent of your customers, you'll be sending your business through the roof, and seriously, a doubling of your business is a conservative estimate.

If you want to learn how to write good sales letters, let me highly recommend anything written by Dan Kennedy (especially his Ultimate Sales Letters). You should also pick up Joe Sugarman's book Triggers.

Let me go one more step, give you one more insight into why what I’m telling you will work so well. A “retail store” website is using a type of marketing known as “one step” marketing. A customer shows up, and they either buy something or they don’t. If they don’t buy, there’s no follow up.

What I’ve recommended that you do is called “two step” marketing. You are giving away something free (the special report) in exchange for their email address. Now, when you send out something for a product, if they don’t buy, you’re still following up with them.

Not only that, but you are being given the opportunity to create a relationship with your customer before you ask them to buy from you. It is a fact that people would rather buy from people that they like and trust over someone that they do not know. This is especially true on the Internet, where trust is a huge factor.

Additionally, because you’ll be keeping your database, and it will be growing as more and more people visit your new front page, you’ll be given the opportunity to market to those people over, and over, and over. And you’ll be marketing to a constantly and consistently growing pool of potential customers.

You see, the one thing that most Web businesses fail to realize is that the Internet is a direct marketing medium, not a mass marketing medium. By using sound direct marketing principles, your business will soar.

For that matter, think of it like this. With a "traditional" Internet "retail store," you get one shot to convert someone to a customer. With the method I'm talking about, you get an unlimited number of chances to convert the person to a customer, because they are in a database that you own.

And it all starts with a stunt.