How a Stunt Can Double Your Web Business

What is the big difference between a Web business and a bricks-and-mortar business? Hint: it has to do with what you come in contact with, but not the building itself. Danny Wall explains how to get that dynamic working for you.

How would you like to take just 60 minutes and double the amount of business you do on the Web?

I do a fair amount of business as a search engine optimizer, and seriously, most people that contact me need a good smack up side the head. I am not kidding you when I say that easily 90 percent of all the folks I speak with on a day to day basis could do just one “foolish thing” and double their sales overnight, without doing anything else.

Think about that for a minute. Ninety percent of all the people that contact me (and I do get more than a few calls) can double their business in one hour. More likely than not, your site is one of the 90 percent. 

Let me ask you something. When you get in your car and drive to the store, other than products, what are you going to see? No, not the building, or the roof, or the shelves. You will see those things of course, but that isn’t what I’m talking about.

What you’ll see is people. There will be actual people you can speak to. Someone at the cash register to deal with. If it’s a small store, the person at the cash register is probably a manager or even the owner. If you have a problem, there is someone there.

If the store is small, and you’re a regular customer, you and the manager or owner may even be on a first name basis, saying hi to each other and asking about the family.

When was the last time you bought something online and you knew the name of the website owner? How many websites do you repeatedly buy from where you have ever been contacted personally by the owner of the website?
{mospagebreak title=Where is the Customer Relationship Online?} 

In other words, 90 percent of all the Web businesses on the Internet right now are doing absolutely, positively nothing to create any sort of relationship with the customer.

Sheesh, 90 percent of all Web businesses aren’t even doing anything to try and give the customer a sense of security that they’ll get what is ordered, let alone give the customer a reason as to why it would be better to buy the product from that website over any other.

My point here is that 90 percent of all Web businesses are what I call “internet retail stores.” You go to the site, and what you see is some products, some product categories, that sort of thing. A person either finds what they want, for the price they are willing to pay, or they don’t, and leave.

So let me give you some facts.

“85% of All Visitors ABANDON a new site due to poor design” – cPulse

“50% of All Visitors are LOST because they can’t easily find the content” -Gartner Group

And this leads to my third fact, which is that 70 percent of people who are ready, willing and able to buy online don’t complete the sale.

Right now, 90 percent of the businesses on the Internet are letting 70 percent of their revenue just slip through their fingers. Nearly every business on the Internet is doing a horrendous job converting the traffic they get into actual customers.

Being the number one ranked site and getting tons of traffic is great. But wouldn’t it be even better to actually convert that traffic into customers?

I would rather get 1,000 hits a day, and convert half of that into customers, than get 10,000 hits a day and convert one percent into customers. It is the second item that most Web businesses are trying to do! They get so concerned with search engine rank and getting traffic that they forget what they are doing it all for in the first place.

Now do you know why I’m saying that these folks need a good whack?

Right now, if most of the sites did just one thing … just pulled one single “stunt” … they’d easily double their business.
{mospagebreak title=The Stunt} 

That one stunt is to delete their homepage.

Now of course you don’t want to just delete the page and leave it gone; only an idiot would do that. Instead, the “magic” in what I’m telling you here comes from what you put in place of the old home page.

Steps to doubling your business after deleting your homepage include: 
  1. Sit down and figure out why someone should buy from you instead of your competition. The answer can not be “because my products cost less” either. You have to come up with some competitive edge other than price as to why your customers should do business with you over your competition.
  2. People that sit down and pop up Google or Yahoo or MSN and perform a search are always looking for one thing. I can tell you what every single search performed on the Internet is looking for right now. That’s information. What you need to figure out is what information your potential customer is looking for when they sit down and bring up Google.
  3.  Put together a “special report,” an “eBook,” or just a simple “article” that gives the potential customer the information they are after. Make sure that you answer any possible question they could have.
  4.  Now spend just one hour and write an actual sales letter for item three above. What you want to do is convince people to part with their email address in exchange for you giving them the information. Pretend that someone is sitting next to you with a gun pointing to your head. If you don’t convince every other person that visits your site to give you their email address in exchange for the information, the guy is going to pull the trigger and paint your walls with your own grey matter.
  5.  Now, put that sales letter in the place of your old home page. Go to any of the “autoresponder” companies like aweber, getresponse, and so forth, and get an autoresponder account (do not use the autoresponder with your hosting company). Put your special report or whatever into the autoresponder.
  6. Make sure that someone that gives you their email address will be doubly opted in before receiving your special report (or whatever).
I want you to understand what you have right now. You have just started building a database of people that you know are interested in your products.

Now, instead of trying to have a “retail store” which tries to make it look like you are trying to be all things to all visitors, simply take ONE of your products, and create a sales letter along with a promotion for it, and send that sales letter to your customers.

In a couple of days, come up with some new information of interest, and send that out to your database of customers. Then, a few days later, send a sales letter for some other product. Or shoot, put on special a whole range of products, good only for the next 12 hours, and send people to a page to pick out any of the items in that range.
{mospagebreak title=Building a Relationship} 

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.
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