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Immediate Update 2-Issue 67:Putting up a website is like winking in the dark |
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Dear Reader, As time goes on we will find new definitions of this term-WEBmercial. Today we are defining it according to what we anticipate it will be and to a certain extent how this marketing/sales approach may rival more traditional commercials such as RADIOmercials, INFOmercials, and/or TVmercials. A WEBmercial is located Online by entering a web address in your browser. It is instantly loaded and appears on screen usually with a host/hostess appearing immediately and announcing exactly what you are about to view and hear. It is a LIVE-like, personal one-on-one, internet appropriate type of presentation, filled with interactivity, visuals, audio, and graphic demonstrations of a product and/or service.
First, lets look at how this feels. The feeling of viewing and
listening to a WEBmercial is very personal-it is a sales pitch made
especially for you. You went online to see it, and now this host is
talking directly to ONLY YOU, and it is not a talking head in a
video screen. NO! it is a person standing directly in front of
you-their entire body (head to toe) and they are ONLY talking to you.
Matter fo fact, that person walked out on the screen, looked directly
at you and continues to gesture, move around, point at things, and ACT
LIKE A LIVING PERSON. You wound up there because you wanted to wind up
there. You got the web address or you remembered it, you went to your
computer, typed in the address, and now here is this person showing
you what interested you in the first place. Just like the LIVE
fairs-there are hundreds of booths and products to look at, but it is
that one product, that one demonstration that caught your eye-because
that product maybe for you. You had enough interest to stop and
take in the demonstration.
One of the paramount objectives in MAKING a direct response (DR) sale
is evoking an emotional response in the viewer or listener, and that
emotional response will lead the person to take action or ultimately
BUY your product-NOW! Many times this is called impulse purchasing.
The miracle of DR is anyone ever buys- because the commercial is
uninvited into the viewers livingroom and the customer usually is not
looking for the product they just purchased-they bought it on impulse,
right now! However these types of transactions go on everyday 24/7,
365 days a year! The logic of using the WEBmercial is as follows:
Instead of relying on the impulse purchase now, CREATE the impulse to
view/hear the WEBmercial/presentation of the product online. When the
prospective customer takes the time to view the WEBmercial- that
person is already predisposed or a qualified buyer. When this
person has a personal one-to- one showing of the product and is
SOLD-the purchase will occur. The prospective customer bonds with the
host, presentation, benefits and features of the product-unlike what a
radio or TV commercial can effect. Why, because it is personal,
interactive, a controlled presentation on the part of the customer,
and primarily because there was customer interest in the first place.
Later we will discuss why this leads to more sales and revenue with
less cost.
When a RADIOmercial or TVmercial airs it is only as good as the time
it plays. Once that 28 minutes and 30 seconds are over so is your
selling opportunity. People do go to published websites, however most
websites are passive, and the sites themselves offer the opportunity
to order-BUT really don't sell. Today websites (as extensions of DR
commercials) are treated as afterthoughts-a way to capture customers
that want to go online to buy-20% of buyers these days. Many sites
offer small video screens that REPLAY what a person may have seen on
TV, but why go to a site only to see what you saw on TV? NEXT
ISSUE: The WEBmercial as your sales platform or selling 24/7 directly
to qualified prospects who are interested in buying
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phone: 720-406-1177 Toll Free: 888-395-5438
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