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Being Your Own Boss
Copyright 2005 Brian Beshore
As far as being your own boss--do you have what it takes? The best bosses, they say, are tough, only in being your own boss, you know who you have to be tough on.
Now, I’m not advocating that you stop liking...
Email Microtargeting
Email marketing is undergoing rapid changes. Now, more than ever, both the creative and demographic selection and targeting of a message must be highly relevant and qualified.
Microtargeting has become a valued strategy. At VIBEdirect, we...
Ezine Don'ts
In business? Then you've looked into or know the potential an ezine has for your business. It's one of the marketing tools available to you that can help you increase sales and create name recognition, too. Savvy ezine publishers incorporate these...
MLM or DLC
Having been involved with network marketing for about twelve years and with marketing on the Internet for about two years, I have been asked several times to explain network marketing (MLM) and downline clubs (DLC). My specialty for the last...
TRAFFIC GENERATION ~ The Number One Skill That Will Generate Cash Flow. (Part 2 of 3)
Copyright 2005 Ron Hutton If you're feeling a bit of confusion and frustration about how to get visitors to your website and generate more sales, I know exactly how you feel. I felt the same way until I stopped listening to every "big time"...
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How to Waste Money and Annoy Potential Customers
Why do some companies bid on keywords for products they don’t even sell? Or fail to provide the basic information people need to make the decision to buy? Here’s a cautionary tale-- with a happy ending.
Has this ever happened to you? I’m looking online for lamp shades. I go to Google and click on the top Sponsored Link in the right column: Expo.com. I’m taken to their “Lighting and Fans” page. There are 29 links in the left navigation, but no lamp shades. So I do a keyword search.
Products Found = 0.
All I can do is wonder why they wasted my time and their money, and move on to the next ad.
Close, but no cigar. Clicking on the second ad takes me to a home page with a “Shades” tab. I click on that and arrive on a page with information about sizes and a link to the lamp shade collection.
I start browsing and find one I’m interested in. The text instructs me to “Click on lamp image for detail.” I guess they mean lamp shade image. I click, and to my surprise, I see the exact same thumbnail I was looking at, but now I have four color choices and an “ad to cart” button.
OK, I’m a designer. I can appreciate subtlety. But what’s the difference between White, Off-White, Beige and Coffee? All this site shows me is a little grey photo-- but “Dirty” isn’t one of the color choices.
I see the toll-free phone number at the top of the page. I call (during their normal business hours) and get voicemail. They say my call is very important to them, but I’m
not so sure...
Third time’s the charm? Back to Google, click on another ad which takes me to a page with lamp shades (YAY!). I can sort by nine different criteria, but even so, I don’t see exactly what I want.
There’s a link to talk to a lighting consultant. I’m skeptical, but I call. Someone answers the phone! I explain what I want and I’m told I need a custom shade. This company doesn’t make them, but the consultant refers me to two other sites where I can order custom-made shades.
Even though I didn’t find what I was searching for, I really appreciate this experience. I’d be happy to return to this site and do business with this company in the future.
The moral of this story. Have some respect for your customers. Think about their needs and do everything you can to meet them. If you’re advertising a product for sale it should be available on your site. If you expect people to make a choice, provide the information and pictures they need to feel comfortable making a decision.
And even if you can’t make the sale today, you can and should offer a good customer experience because there’s always tomorrow.
About the Author
Barry Harrison is the author of "REDiTIPS" eMarketing Newsletter and a partner in Resolve Digital, Web Strategy for the Real World.
Engaging Web design Effective Internet Marketing Essential Content Management Tools
Visit his site at http://www.resolvedigital.com or mailto:barry@resolvedigital.com
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