By George W. Hutton
Sales is an art. While there’s plenty of scientific research that shows that people consistently buy for the same reasons, there are many of these reasons. Because they don’t always apply in every situation, knowing when and how to apply them is where the artwork comes in. Do you show social proof? Would it be better to demonstrate authority? When is leveraging people’s need for ego gratification a good idea?
It’s one thing to throw a bunch of stuff out there, and hope that it sticks. This will get you a lot of sales. The more stuff you know, the more books you read, the more techniques you understand, the more you’ll be able throw out there. You can increase your sales quite a bit by doing this.
However, you’re going to be limited. There’s only so many people that will sit through an hour long presentation, or read a 3000 word sales letter. Sure, if you could get everybody to read your letters, or get everybody to sit for an hour with focused concentration, you’d eventually end up hitting everybody’s hot buttons, no matter how different they were.
Of course, as any beginning marketer will tell you, this never happens. If you’ve ever been to a time-share sales pitch, you know that these are incredibly engineered, multi-stage events with a lot of different people at every step of the sales process. They don’t just herd everybody into a room and pitch them for an hour.
One the other side of the spectrum, you sit with each individual customer. You develop rapport, talk to them, carefully elicit their criteria and leverage them to your product. A halfway decent sales person can make a very good living doing this.
Most of us fall somewhere in between. Especially if you’re selling anything online. Generally speaking, the longer somebody goes through a sales funnel, the more likely they are to buy something. Somebody that clicks on an advertisement, then comes to your site and signs up for an email list, and then interacts somewhat within your list is much more likely to buy something that somebody who comes cold to sales page.
Of course, getting people on your list is a lot of work. You’ve got to maintain your list, keep your emails flowing, and keep them interested. You’ve got to sell them stuff often enough so that you make a profit, but not so often that they leave your list. This can take a while to figure out.
On the other hand, if you’re paying fifty cents for every hit, and getting sixty cents per visitor from a cold sales page with no list, you’re doing pretty good. This is steady money without effort once you get it dialed in. Once it’s set, you can get busy building another sales page.
So which one is best for you? If you are a people person, and you enjoy interacting with your customers, answering questions, and coming with interesting emails on a daily basis, you’ll absolutely love this form of marketing. You’ll get the opportunity to get inside the heads of your customers and create products for them that they’ll really enjoy.
On the other hand, if you don’t like people very much, and have more of a scientific mind, then the cold sales page may be the way to go. You can do all kinds of experiments, split testing, and tweaking until your conversions are maximized. This can be really exciting for a lot of people. Not only are you getting real feedback from the real world, but if you are successful, you can make a lot of money.
Whichever method you choose to make tons cash online is based solely on your personality. So choose wisely, and get to work. There’s money to be made!
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