Apply The Universal Concept And Keep It Simple To Successfully Market On The Web
Jim Kukral posted an article earlier today on Small Business Trends entitled The Universal Truth of Selling on the Web: Simple Wins. In the article he warns you must keep your message simple and narrow your choices when selling on the Web. Do not confuse your target audience with too many options. It may lead to a decision NOT to buy anything!
Did you ever go to a Chinese restaurant and be forced to make a decision from the various selections? One from column ‘A’ and one from column ‘B’. Another personal challenge of mine is a food court in a large shopping center. So many options….so hard to choose. Some people find decision making with a lot of information difficult. I have referred to this is the past as paralysis by analysis.
Kurkral advises you to consider these factors with regard to your site:
- “Poor navigation so your customer has to figure where to go
- “A poor unique value proposition (UVP)
- “Too many choices of products and services without a clear indication of which one is the right choice for the customer
- “Tons of drawn-out copy that nobody wants to read
- “Requiring a customer to register before they can buy from you”
Many of the business owners I meet with about their Web sites never present their unique selling proposition (USP), or what Jim calls unique value. You have to differentiate yourself from the crowd. Tell your clients what makes you different, not the same. What are they going to gain from buying your service or product?
Read the rest of Jim’s the article.
March 17th, 2011 at 3:19 pm
I agree, too many choices will impact the sales process in a negative way. There’s a fine line between customer satisfaction and remorse. Good marketers solve problems and provide value to their niche. The sale follows.
March 19th, 2011 at 12:53 pm
Thank you for your remarks Bette.