Masters of Marketing - Lifecycle Performance Pros

it, of course. And *YOU* are really proud of your site and
*YOU* know that you are doing visitors a favor by telling
them about the SiteSell products.
Whoa! Let’s shift the focus from *YOU* for a second. :-)
Let’s focus on your VISITOR’s mindset. Up above, I said...
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Get inside your visitor’s head -- realize how
she will feel each step of the way. Whatever
you do, consider the impact on your visitor
-- if it does not make her "open to buy,"
don’t do it.
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So maybe *YOU* see an honest site that tries to share the
benefits of MYSS! with your visitor. But your *VISITOR*
does not know you or your motivations. She might very well
see a straight sales effort. With no other true content, it
would be hard "for an outsider" to see it any other way.
It does not matter what YOU see. If your VISITORS basically
perceive a straight sales effort for your merchants, you’re
SELLING, not PRE-selling. That means that the TWO-STEP
process is now SELL-SELL...
Redundancy = Turned OFF customer = LOW CR.
But if you develop great content that leads to the click,
you become a friend making a RECOMMENDATION rather than a
stranger making a SALES PITCH. And if you create a truly
great site, you’ll actually become a trusted EXPERT making
an ENDORSEMENT.
Recommendation = Turned ON customer = HIGH CR.
In other words, don’t PUSH your visitor to the click, make
her WANT to click. It makes all the difference if your
visitor feels that it’s HER idea to deliver *YOUR* MWR (the
*OPEN-TO-BUY CLICK*).
--
Geez, I was about to grab a coffee. Fire away!
"But can you give me a CONCRETE example of using content to
PRE-sell?"
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