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 Web Marketing Strategies For Home Business Promotion
Sat 3rd Mar '01
Founding Member of iCop http://www.i-Cop.org
International Council of Online Professionals
In this issue:
1. INTRODUCTION
==>Busy-busy, Goto price hike.
2. TOOLS AT NOW SELL!
==>Useful tools to make your life easier.
3. FEATURE ARTICLE
==>"Be A Friend!"
By "Wild Bill"
Scroll to the end for subscription details.
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X INTRODUCTION X
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Hello,
Phew ... I'm not sure if I'm coming or going this week. A couple
of days ago I returned home after a short vacation. I visited
Langkawi, a beautiful tropical island off the west coast of
Malaysia. It was a lovely break, but not just for fun. I had some
business up there too. That went well, and things are moving
faster than expected. In fact, I have to jump on another plane in
8 hours to fly back again!
Predictably, the time away left me with a mountain of email to
catch up on, which I have been working my way through. My
apologies to you, particularly if you are one of our many new
subscribers, but I had no time to think about writing a new
article of my own for this issue. Instead I've included a piece
from "Wild Bill" on possibly the most overlooked sales generator.
The PLACES TO VISIT section is also missing today. Although this
week I have been exceptionally short of time, for a while now,
I've been finding it a chore to come up with five new sites each
issue.
I'm on the verge of launching two new online projects, and the
events of the last few days indicate I am also likely to be very
busy off-line over the next couple of months. With all that in
mind, I've decided to drop the PLACES TO VISIT section
altogether, at least for the time being. I'm sorry if you'll miss
it, but I know not everyone will, and feel my time would be
better spent serving you in other ways.
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In January Goto told me I can no longer have more than 25,000
terms in my account, and that I may only make three form
submissions a month, irrespective of the number of accounts I
hold. I took this as a necessary cost-cutting exercise. Not
terribly effected, I wasn't to concerned.
Now Goto say they're putting up their prices. Effective from 1st
March the minimum cost per click will be 5 cents. You cannot bid
for less. That's a 500% price hike!
And that's not all.
Every account will be charged a minimum of $20 per month. Even if
your actual clickthrough totals are less. For example, if the
total cost of clicks to your site over the month adds up to
$12.30, the kind folks at Goto will automatically add another
$7.70 to your bill, rounding it up to a nice $20!
Goto have obviously decided they don't want the small players
anymore. They're not cost effective when compared to larger
spenders.
Those who bid on hundreds of terms at one or two cents per click,
will see a considerable increase in their monthly bill. As many
of these terms are less targeted than the very popular keywords,
conversion ratios are generally lower. In most cases, it won't be
profitable to pay so much more. Especially if you're promoting
low-priced products on commission as an affiliate.
Looking at the terms in my account, the majority are 2 cent bids.
Few of these are worth paying 5 cents for, so I will have to
delete them from my account. Whilst some of my bids are
considerably more, alone I'm not sure they total up to $20 a
month in clicks. What options does that leave me?
An expiring credit card on automatic billing has settled the
matter for me. I haven't the time at present to look into what
adjustments I'd need to make, so that my bids remain profitable.
I should add though, that if you're promoting your own products,
and aren't in a very competitive field, Goto may still offer you
good value. Of all the PPC search engines, Goto has the most
traffic by far.
Although offset by the increased prices and reduced overheads, I
suspect Goto have underestimated how much revenue will be lost
through deleted bids and closed accounts. On the surface, it
might not seem that many advertisers will be effected by the $20
minimum spend. But deleting bids they feel aren't worth paying 5
cents for could substantially alter the picture.
I'm sure there will be considerable bad feeling about the
changes. Increasing the minimum price by one cent every six
months would have been a much smarter move in my book. I can't
agree with the minimum charge however. It smells like a ploy to
drive small-timers away.
To Goto's credit, existing accounts and bids will not be effected
until 1st September. Change a bid however, and it's immediately
subject to the 5 cent minimum.
BB
Tell me what YOU think! Send your feedback, comments, what you
like, what you hate, etc., to me at: mailto:azam-nowsell.com
TTFN
Azam
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X TOOLS AT NOW SELL! X
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"Be A Friend!"
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by "Wild Bill"
Every sales interaction, whether in person or virtually from your
web page, should begin and end on a personal note. The customer
and the sales or marketing person should begin and end their
relationship as two "human beings" building towards a goal that
is mutually beneficial, not as buyer and seller. This is called
"building a professional relationship". Your customer is not, and
can never be just another sale. Take the extra time to build your
"Professional Relationship" and ultimately into a "Professional
Friendship".
There is no rule set down that says you must remain only buyer
and seller. The sign of a true marketing professional is the
ability to serve successfully as an "Ambassador" of his company
or product. Just as an Ambassador, a successful marketer is
required to have sensitivity, tact and most of all "Sincerity".
There is nothing easier for a customer to pick up on, than a
salesperson making believe that they are sincere when they are
obviously not. It requires more than dry, tasteless questions of
the family's health. If you have not yet fully discovered the
benefits of building "Professional Friendships", you are blindly
passing by a waiting pool of prospects.
Being a Professional Friend might mean making a mere call or
sending an email to see if they are happy with your product or to
see how their business is progressing. It may be an offer of
counseling with a business problem. But do it "without" the sole
intention of making another sell. People will respond to your
caring and consideration, and come to think of you as a friend
who cares. Therefore, they are more likely to make their next
purchase from you, a professional they have come to trust ... a
friend.
Never Leave Your Friend Behind!
It is a very important principle in sales and marketing that
there be a pleasant beginning and an even more pleasant finale to
a professional relationship or friendship. The old saying, "Don't
Burn Your Bridges Behind You" comes to mind. Many sales
professionals seem to eager to dissolve such relationships
because the customer stops buying. Right away, they move on to,
or focus on the next customer. Their conversation becomes dead
and their manner formal. Apparently they are thinking to
themselves, "No more orders from this person". There may even be
a formal thank you and a polite goodbye, but if you have suddenly
lost interest in people they become keenly aware of this fact and
will often take it personally. They may think to themselves,
"Well, if that's the way they feel because I wasn't interested
this time.........". People are not pleased with formal and
distant attitudes after any type of relationship has been formed.
An Award For Congeniality!
A sales professional must learn to make themselves likeable. They
must be congenial. It's a magnetism of their personality traits
they were either born with or developed through years of
training, formal or not. This attractiveness or congeniality,
whatever we may call it, is one of the most valuable attributes
that any professional dealing with clients can possess. It is a
curious fact that few technical people possess this power of
attracting people. That is why "techies" seldom succeed as sales
professionals. They rely solely on the facts and their technical
knowledge. They treat all customers alike. In fact most have an
underlying contempt for their customers ignorance of a product or
subject, which some of them do not even bother to conceal.
Personal Capital
The fact is that a salesperson's best asset is the goodwill of
their customers. If you have built up a reputation for honesty,
courtesy, knowledge and reliability, you have acquired real
"personal capital". No one can take this away from you. No thief
can steal it. No one but "You" can destroy it.
In Closing:
A true measure of success is the number of friends that you have
acquired, in both your business and personal life. Always strive
to make new friends; it's the secret of good management and of a
great marketer. It's a sure fire way to make your business
succeed.
MAKE FRIENDS: YOUR SALES WILL TAKE CARE OF THEMSELVES AND YOU
WILL NEVER LACK CUSTOMERS.
The aim of every company should be permanent patrons, not people
who buy once and never again. New customers are far more costly
(in the way of advertising or the work of canvassing for them)
than the time it takes to be a friend.
Adios My Friends
"Wild Bill"
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