Ecommerce - The Variety Spice
Posted on April 18, 2008 - Filed Under Automotive, Internet
The manager was surprised to see his newest salesman ushering a man out the door. The customer left with a new boat, SUV and enough new tackle to outfit the boat for an extended period of time.
The manager was impressed with his new employee and was curious how the young man had convinced the customer to make such an expensive purchase.
When the customer was safely on the road with his new boat gleaming behind him the manager approached his employee and said, “The guy comes in for a fishing hook and you send him home with thousands of dollars worth of stuff. How’d you do it?”
The employee looked at his boss sheepishly and replied, “Aw, it was easy. When he told me he needed cough medicine for his wife I told him he should consider the weekend lost and just go fishing. Apparently he thought it was a good idea.”
You may have heard this, or a similar, story before, but the point of the story is you can never be too sure what will motivate a potential customer to make a purchase. Sometimes the thing they thought they wanted wasn’t close to what they ultimately bought.
It is common for individuals looking for a replacement automobile to have a price and vehicle type fixed in their mind, but walk out of the showroom with something altogether different.
When dealing with ecommerce you may want to devise knowledge-based content that approaches the subject from multiple stylistic points of view. Did you know it is possible to write multiple articles about the same subject and still find new ways to express something you may have thought was covered in one article?
For instance, you might use vivid imagery in one article while dealing with facts in another. One article might draw from experts in the field while another is primarily the testimonial of a satisfied customer.
Just as we all learn in different ways so it is with how we accept marketing statements.
I’m not one that responds favorably to the appeals of a telemarketer, but if you send me a personalized (not form) letter or even an email and present facts regarding the product I may be willing to give the product a fair review. After so many meals interrupted by telemarketers this approach no longer has any personal marketing value.
Make knowledge-based content something that can connect with many different types of consumers. A varying approach in style may help you help your customer.
Scott Lindsay is a web developer and entrepreneur. He is the founder of HighPowerSites and many other web projects. Get your own website online in just 5 minutes with HighPowerSites.com at: http://www.highpowersites.com Start your own ebook business with BooksWealth at: http://www.bookswealth.com
Tags: eCommerce, Internet Business, online store, sell online, selling online
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