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It is essential to understand what work and what do not work when you run business, especially through Internet. 1. You don't make people feel safe when they order. Remind people that they are ordering through a secure server. Tell them you won't sell their e-mail address and all their information will be kept confidential. 2. You don't make your ad copy attractive. Your ad lists features instead of benefits. The headline does not attract at your target audience. You don't list any testimonials or guarantees included in your ad. 3. You don't remind people to come back and visit. People usually don't purchase the first time they visit. The more times they visit your site, the greater the chance they will buy. The most effective way is to give them a free subscription to your e-zine. 4. You don't let people know anything about your business. They will feel more comfortable if they know who they are buying from. Publish a section called "About Us" on your web site. Include your business history, profile of employees, contact information etc. 5. You don't give people as many ordering options as possible. Accept credit cards, checks, money orders, and other forms of electronic payments. Take orders by phone, e-mail, web site, fax, mail, etc. 6. You don't make your web site look professional. You want to have your own domain name. Your web site should be easy to navigate through. The graphics should be related to the theme of your web site. 7. You don't let people read your ad before they get your freebie. When you use free stuff to lure people to your web site include it below your ad copy or on another web page. If you list the freebie above your ad they may never look to see what you're selling. 8. You don't attract the target audience that would buy your product or service. A simple way to do this is to survey your existing customers to see what attracted them to buy. This information will help you improve your target marketing and advertising. 9. You don't test and improve your ad copy. There are many people who write an ad copy and never change it. You have to continually test and improve your ad copy to get the highest possible response rate. 10. You don't give people any urgency to buy now. Many people are interested in your product but they put off buying it till later and eventually forget about it. Entice them to buy now with a freebie or discount and include a deadline date when the offer ends. 11. You don't offer free original content. It's important to give your visitors information they can't find any- where else. If you're the only source for a certain type of information, people will flock to your web site. 12. You don't offer free software. Most people like to find good deals on software for their computers. If the software is free, that is even better. 13. You don't offer a free contest or sweepstakes. It's a fact, people like to win things. If you can fulfill that need, people will stop by to visit. 14. You don't offer a free directory. Create a directory of web sites on a particular topic that is related to your target audience. People will visit because they will find what they're looking for, all in one place. 15. You don't offer a free e-zine. Most people love to get free information that they're interested in emailed to them on a regular basis. This saves them time and money. 16. You don't offer a free community. People like to have a place were they can have discussions with others on a particular subject. You could add a chat room or message board to your web site. 17. You don't offer a free affiliate program. One of people's basic needs to survive is money. When you offer them a free opportunity to make money they'll line up to visit your web site. 18. You don't offer a free online utility. When you offer a utility that can solve a problem, people will visit your web site. The utility could be a free autoresponder, e-mail account, search engine submission, etc. 19. You don't offer free current information. Supply news stories related to your web site. People want up-to-date news on the topics they are interested in. They will also be interested in visiting your web site. 20. You don't offer free samples of your product or service. Have you ever been to a store and you jumped at the chance to get a free sample of food? This same concept will also attract people to visit your web site. By knowing the reasons, you then can fix the problems. You will sell more products and service once you understand what work and what NOT work.
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