What's Wrong With My Products?
by: Cary Christian
If you're experiencing slow
sales (or NO sales) as a result of your Internet marketing, you may be
asking yourself the above question. Chances are very good that there is
nothing wrong with your product or products. There are many things that can
go wrong with Internet marketing that have absolutely nothing to do with
But let's start at the beginning and take a look at your products anyway. It
doesn't hurt to take stock of what you're selling periodically.
First off, ask yourself if there is a large enough market for your products.
Do people really want these things? How can you know for sure?
Start with some very unscientific techniques that will give you some
immediate feedback. Ask your family, friends and neighbors what they think
of your products. Do your products enhance their lives in any way? Do they
make it easier to perform difficult tasks? Do they provide good
entertainment value? Get the opinions of those closest to you.
Next, take your quest to strangers. If you participate in online chats,
forums and newsgroups, ask for feedback. Find out what these strangers think
about your products in general. Chances are they will be brutally
You will not only learn about the desirability of your products by
undertaking these tasks, you will find out what people's reservations are
and learn how to deal with those reservations in your marketing.
Now ask yourself about your competition. How many companies or individuals
are pitching the same or similar products on the Internet? If your market is
too crowded, you need to find a niche within your market or a particular
advantage to your products that you can exploit.
Go to the search engines and begin searching on the keywords you use, or
would use, to market your products to see just how much competition you
have. Look at their ads. How are they attempting to make their products
stand out? Do their ads bring to mind any particular advantages you might
Assuming you pass these tests and it appears your products are in demand,
there is a good market for them, and people are actively purchasing them on
the Internet, you'll need to look elsewhere for the reasons you are
experiencing poor sales.
In spite of what many people will tell you, it is very tough to sell
anything on the Internet. The reason is really very simple: people do not
believe anything you say until you earn their trust. Most people who have
been online for any period of time at all have been lied to, scammed,
purchased inferior products, encountered extremely poor customer service,
and much more. They are going to be very wary of you based on these
So how do you combat this? Here's a list that should help.
1. Avoid ads filled with hype. Get rid of all the extraneous exclamation
points. Don't make promises or claims that sound too good to be true and
stretch your credibility to its limits.
2. Always identify yourself and give your potential customers a way to
contact you. Use your real name. Use a real email address. DO NOT USE FREE
THROW-AWAY EMAIL ADDRESSES. Your customers want to know they can find you if
they have to. Make sure your website has your address and phone number on
it. Include them in your ads if space permits it. You can include this
type of information in your signature file on all your emails.
3. Provide your credentials whenever possible. Especially on your website.
Let people know you know your business. Establish yourself as an
expert in your field. Write articles on your products and get them
published. Include them on your website. (See number 5).
4. Add testimonials to your website if you have them. If you don't, get
5. Add content to your website that illustrates your understanding of your
products. Articles that help people use your products more effectively or
convey innovative ways to use them shows that you value your customers and
are willing to go that extra mile to provide assistance.
6. When you receive inquiries from potential customers, bend over backwards
to impress them with your response. Respond quickly, courteously,
professionally and completely.
7. Have very generous return and refund policies. Studies have shown that
the longer the return period you allow the lower your actual returns will
be, so be very generous. Make people feel like there is no risk in
purchasing from you.
8. It goes without saying, but I'll say it anyway, when your prospects do
buy from you, give them the ultimate in customer service. A happy customer
is your most valuable asset and could be worth a small fortune if you make
them a lifetime customer.
Just remember that it doesn't matter how good your products are or how much
people want them. If you can't make your potential customers trust you,
they'll purchase elsewhere.
Copyright (c) 2002