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In a brick-and-mortar environment, visitors are more likely to make a decision to purchase on the spot, simply to avoid driving halfway across town to save a few dollars, but on the Web jumping from Palm Beach to Los Angeles is as easy as the click of a mouse. People are more likely to shop-around because it’s just that easy.

Often what people think they want is the lowest price, but providing the lowest price only attracts the least profitable buyers and ignores the biggest obstacle website businesses need to overcome, and that’s credibility. Who are you, and can you be trusted? And after visiting ten different websites all selling the same thing, can they even remember you? 

Your presentation has to be memorable and establish credibility so that when all the searching and browsing is finished, your site is the one they remember and go back to it, your site must be the one visitors can trust to deliver what’s promised.

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When you’re presenting direct offers to clients either through email marketing, direct mail or telemarketing, here’s five mistakes not to make.

Don’t send your customers an offer they can’t accept: There is nothing quite like sending your customer an email or mailer with an offer so wonderful that they’re ready to buy. Only to find out “sorry – we don’t ship there” or “that service isn’t available at your address”. Don’t make promises you can’t keep!

Giving customers a call to action that doesn’t work: The main purpose of a direct marketing program is to get the customer to act. That action might be to click on a link, visit a website, or dial a phone number. If your direct email or mailer achieves that – it’s done its job. So when that action is completed, you better be ready for it! Nothing turns people off more than going to a website that is still under construction or clicking on a link that is broken or dialing a phone number that is not answered by a real person.

Sending your customers a better deal on a product or service they already own from you: Talk about rubbing your customer’s noses in it. These days people are aware that offers change over time. How many of us have bought a TV, only to find it on sale the next week. So if they see an offer on your website, or from another type of advertising, most people will feel unlucky, but not angry. So avoid sending them an email or direct mail offer, offering them a better price on a product or service you should know they already own.

Not unsubscribing your customers when they ask you too: When a customer asks not to hear from you about a particular product or service, or not to hear from you at all, then act on that request. Your chances of selling a product or service to someone who’s clearly stated they’re not interested is highly unlikely, nor will you sell anything to the 10 other people they tell they “just can’t get you to go away!”

If a customer asks you a question, not answering them will loose you business: If a direct marketing piece prompts a customer to ask a question, then the sale is almost made. Don’t answer and I can guarantee it’s lost, answer promptly, comprehensively, and courteously, there’s a pretty good chance you’ll make the sale.

Over my many years in marketing I can associate myself with just about all of the above. But the best thing about making mistakes is that you learn from them, so perhaps you can learn from mine…ROK

Filed under: Uncategorized by rok
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