ARE CUSTOMERS DRIVING IN OR DRIVING BY?
Ever Wonder Why Some People Stop, While Others Pass Your Business By? Gary Christensen Has Some Answers.
By Gary Christensen
In my travels, I often see small roadside businesses and have wondered what its like inside their stores. At some, I have stopped and taken a look. Others didn't inspire me to stop at all.
As I've continued thinking about some of these small businesses, I've tried to figure out why I drove into some of them and passed others by. Those businesses are, in many ways, comparable to locations on the Web, and the reason people stop at some sites and not others are the same.
So here are a few reasons why some customers drive in and why other customers drive on by.
1. Attractive or Inviting--If the outside of a business is bright and attractive, appealing to the eye, with large windows so you can see inside, I'll seriously consider driving in and taking a look. How about your ads and flyers on the home page of your website? Are they appealing to the eye? Inviting to readers? If the business isn't attractive and inviting, you won't sell products or get orders. Simple as that.2. Meet the Need-- As I look at store fronts and read the signs in the windows or roadside businesses, I look for stores that ultimately will meet a need that I have. If I'm looking for a business that will have ice cold drinks, I'll probably drive by furniture and clothing stores and I'll look for a grocery, market or convenience store instead. THOSE are the kinds of stores that will meet my current need.
Are your ads, flyers and websites meeting the needs of those who stop by and take time to read what you have to offer? Be as general and as non-specific as possible, to try to meet the needs of most of those who view your flyers or visit your website.
3. Parking Lot--As I approach a business, beside looking to have a need met, I'm looking for an un-crowded parking lot. Now, most websites don't have parking lots, but most businesses should make things as easy as they can for anyone who drives in. If your site is "busy" or "crowded" or loads slowly, customers will pass you by.
4. Focus --Each of your ads should offer ONE thing for sale. Ads that are filled with three or four or even more offers can be confusing, and people will drive by without ordering. If the front page of your site is filled with lots of "stuff" it can turn people off and they'll keep on surfing. Any business that tires to be "everything to everyone" will lose a lot of customers because of the multitude of offerings. Try to focus on ONE main offer. Focus is the key.
5. Offer Something Free--That will draw customers in, better than ants to sugar. You can't always get people to buy something on their first visit. You can't give away your entire stock, but if at all possible, offer something free to everyone who responds or stops by for a visit. The word FREE is the most attractive and attention-getting word in our language. Some will also say that FREE is the most overused word in our language...and they'd be right. People use it because it works!
Your business and your website MUST be appealing to the eye, meet customer needs, make it easy to order, stay focused on one kind of bait (to snag customers). And if nothing else, offer something free to all who respond. Simple as that.
Gary Christensen has written more than 100 articles just like this one. Buy 88 of his best reports in his "88 Shortcuts to Greater Mailorder Profits" for only $14.95. To receive Gary's latest free report, email him:
garch7@peak.org
You mail also write him at:
Gary Christensen 2601 NE Jack London St #138 Corvallis, OR 97330
Previous Index
Idea Help
Next
