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Summary
- Generally, they’ll also find recommendations with Amazon or Walmart affiliate links to buy this oil cheaply, or a blog page discussing this remedy and recommending a particular brand, or part of a sales funnel set up by a salesperson for this oil.
- So, the person in pain will either jump on the sales funnel and follow it to get relief, or step back and search for the oil by name on Google to ensure the recommended price from the supplier they found is average.
- That’s applying the example of “Sell me a pen”, it’s when the potential customer is looking for a writing solution that you offer the pen if you want to sell.
Summary: In our detailed exploration, we delve into the primary reasons many entrepreneurs struggle to succeed online. From misconceptions about selling to practical strategies for effective digital marketing, this article provides essential insights. Read on to understand how to position your business for success in the competitive online market.
In a hurry? Here’s the answer: they don’t know how to sell!
The common mistake among passionate entrepreneurs is equating sales to simply reciting a product or service catalog. Yet, if you ask them if they’ve seen The Wolf of Wall Street, most will say yes. Have they understood the example of “Sell me this pen”? They’ll say yes, we get it, “you need to create and fulfill a need.” But why don’t they apply it?
Reasons Behind the Failure of Online Entrepreneurs
When an entrepreneur tells us, “My website was created by professionals for thousands of dollars, and I have social media pages, but without paid advertising, I don’t get traffic,” we already know in 90% of cases we’re facing a classic scenario.
Yes, the website was created by professionals, but the client, being passionate and convinced they know their customers better, decides themselves what they want to present about their company and its services or products on their website. False start!
Therefore, everything built from there will be futile, except for a few lucky but very rare cases. And we’ll explain why.
A Bit of Psychology for a Strong Start
Take the example of an aromatherapist with a flagship product like “clove oil”. They create a website presenting themselves as an expert in aromatherapy with the best essential oils in North America. Their flagship product, “clove oil”, appears on their site under “essential oils”, then under “medicinal”, before landing on the “clove oil” page where there’s a paragraph describing the different bottle sizes and prices.
We agree that a user searching for “clove oil” likely has an intent to purchase. However, how many people know that “clove oil” is an excellent natural remedy for toothaches?
Few do because they learned it as a remedy from their grandmothers. But most people start by searching on Google for “natural remedy for toothaches” or “home remedy for toothaches”. They come across articles, videos, or recommendations on forums or social networks where they get this information.
Generally, they’ll also find recommendations with Amazon or Walmart affiliate links to buy this oil cheaply, or a blog page discussing this remedy and recommending a particular brand, or part of a sales funnel set up by a salesperson for this oil.
So, the person in pain will either jump on the sales funnel and follow it to get relief, or step back and search for the oil by name on Google to ensure the recommended price from the supplier they found is average.
Thus, even if they come across your site selling it a few dollars cheaper, you’re only confirming the price range, and in most cases, they’ll return to the first page they saw because it’s already recommended by others. Unless those few dollars make a significant difference, then they’ll buy from you!
What a gain! Having to lower your margin in addition to spending on ads to be just a comparison site and only recapture a tiny fraction of visitors.
This example applies to all business areas. When the user searches for the solution by name, if your name isn’t your brand, you’ll struggle.
Position Yourself on the Problem and Present Yourself as the Solution
You must be visible when they’re searching for the solution starting from the problem! That’s where the game is won!
That’s applying the example of “Sell me a pen”, it’s when the potential customer is looking for a writing solution that you offer the pen if you want to sell. When they’re already searching for the pen, you’re already behind!
Mistakes to Avoid in 2024
Be clear, what are you selling?
If you’re selling an anti-aging cream, say it clearly. The day you’re well-known and visitors are looking for your cream by your brand, feel free to create a page where you talk about your cream like Pharrell Williams’ secret! For now, avoid metaphors and poetic presentations.
Another mistake is using overly technical jargon or complex terms that lose the reader or viewer.
A Good Presentation Requires an Effective Scheme
Here’s a scheme you can follow, a classic, and it works:
- Catchy Title
- Brief and Impactful Introduction: Summarize in one sentence what your product/service does and why it’s unique.
- Problem and Solution: Identify a specific problem your audience faces, present your product/service as the ideal solution to this problem.
- Key Benefits: List the 3 to 5 main benefits for the user.
- Proof and Testimonials: Include customer reviews, case studies, or statistics proving the effectiveness of your solution.
- Clear Call to Action: Encourage action with a button or link.
- Positive Conclusion: End on an optimistic note, reaffirming the value added and inviting engagement.
Difference Between Showcase Website and Sales Funnel
Both are important. A showcase website is like your headquarters, your company’s showcase on the web. Who are you, your legal info, list of services or catalog, presentation of your company, your contact information. This site is the presentation showcase of your brand.
The sales funnel, on the other hand, is one or more paths dedicated to a product or service, ultimately leading to an optimized sales page. For more information, check out our article on Automated Marketing Funnels 2024.
We also recommend reading our article Stop Being Afraid of Being a Good Salesperson, where you’ll find excellent sales tips.
Good sales, dear entrepreneurs!
