Traffic Conversion Secrets Lesson 17 - Prove The Product is Worthy 

In online marketing, you want to get rid of any fears the
buyer may have over purchasing your products or services.
People have a big fear of being taken advantage of or
buying something that later makes them feel like a fool for
being duped into the purchase. There are other people who
are always looking for a good deal and demand that they get
a high return on their financial investment, no matter what
they're buying.

Since you are dealing with consumers who are Internet
savvy, you know that they will be able to compare your
products or service easily simply by browsing other
companies online or doing a quick search through Google.
So, you will have to beat them to that and provide whatever
comparisons they need to prove your product's true worth.
It's far better for you to do it, and limit and frame the
results of your research to make your product appear
favorably than it is for them to do it and figure out that
there is at least one product out there that is a better
deal for them or has some feature they like better.

This is particularly important if your product has no brand
name. Maybe you are selling your own line of products and
competing against much better known brands. If you cannot
prove your product's true worth in a relatively short
amount of time, there's no reason for a sales prospect to
even consider buying your product. The fear of being taken
will override the possibility of getting a good deal. So,
again, you have to make sure they know they are getting
just as good a value as the name brands you are competing
against, or maybe even a better value.   The Technique

When you are targeting value as your main selling point,
you want to be able to educate your potential buyer not
just about your products, but about the overall market
offerings too. So, that means, you have to do a little more
research than just being aware of your own value, as
compared to other products in your own inventory. Instead,
you want to be aware of the product's value when compared
to the rest of the market that the sales prospect will
eventually want to want to view.

There are two factors involved here: quality versus price.
Price is often not the determining factor for buying a
product, unless that product is being compared to the same
product somewhere else for a lower price. So, if you have a
top selling product available in your inventory, price will
determine how good a value someone perceives it to be. Now,
however, if you are working with a range of products, and
not a specific brand, then you want to concentrate on
quality, more than price. The more features, the higher the
quality, than the competition and the product becomes a
better value, regardless of the price. This may seem odd,
but that's because the actual intrinsic value of the
product is more, when compared to the rest of the other
products on the market. The Secret

When people see you comparing your own products and are
educated about the product's intrinsic value, they equate a
better value with a lower price, even if your price is
actually much higher than your competition. In other words,
it's like a unit price at the grocery store. When people go
to compare two different cans of peaches at the store, they
look at all the canned peaches and decided which they want
to buy. If they are focused solely on price, they will look
for the generic brands and not even bother looking at the
different types of peach syrups or even the weight by can.
Instead, they will gravitate to cheaper brands because
that's what they're looking for to start: a deal on the
price. Value is not a consideration until after that when
they will look at the unit price for that brand to
determine which can actually is the better deal by weight.
That's when price is a consideration for value only.
However, most people don't buy items this way. They want to
go and shop and come home with something they are proud of
and feel they got a great deal on too. For that, they would
be the buyer that goes to the grocery store and looks at
all the canned peaches. They look at the labels and they
admire the different ways the peaches are sliced or diced.
They look at the types of syrups, light or heavy. They look
to see if any are special peaches for some reason. 

So, what they are comparing is the value based on the
characteristics and features of each brand. Then, when they
find a couple of brands they like, they start to look at
unit prices. In their mind, the fact that the value is so
much higher in one brand than another automatically reduces
the expense of them, and that's the first priority. After
that price may be a consideration, but let's face it, they
will be higher than the generic prices. It's just that the
cheaper peaches are simply not worth their money, in their
perception.

So, when you are going to show your product's intrinsic
value it's important to highlight the features that make it
special. If you are comparing it to name brands, you have
to show why your product is a better value, not based
solely on price, but on the features that it offers or the
quality of the product. Otherwise, very few people are
willing to spend their money on cheap products just to save
a few bucks. They know that after a bit of time, the cheap
products break and they will just have to go out and get a
new product much more quickly.   How to Make it Work

This is probably the most complicated strategy to
implement. It requires you to take the time to educate your
sales prospect in a way that they find informative and
enlightening, instead of boring. You can do this quickly
with a table of comparison with check marks for features,
and that tool works very well here. However, what happens
when you have features that your customer won't even
understand? That's truly the case when you are dealing with
technical equipment and people really don't know whether
one processor is really better than another. That's when
you also have to educate them on why they want that feature
too.

That's why you will want to be a little more descriptive
here than normal. It can be a bit of a drain for people
coming to your site to find a long list of features but it
will be necessary to educate the buyer. You can have the
short summary in a table and then a bulleted list
underneath to indicate what each feature is all about. That
way, when someone comes to your website who is
knowledgeable on your products, they won't bother to read
the bulleted list. The table of comparison is sufficient.
Those that don't have that same background will read the
list and be impressed that you took the time to educate
them on the features and why they are important to them. It
shows that you care enough to make them informed consumers.

Another way you can implement this strategy is to have a
short story that talks about why the features on your
product are a good value. Maybe you are selling purses and
your purses are leather and not synthetic. Maybe they have
features like a cell phone compartment, an accompanying
wallet that matches, and the potential to add your
personalize monograph too. When you compare your purse to
other purses, you will want to show that the reason these
things are important is because they serve a function, they
help you to express your identity, and they are durable,
valuable, or aesthetically pleasing  even more so than
your competitor's purses. 

You can even bring up the product's price and compare that
to show that even though your products cost more, they are
a better value. Or you can show that your products cost
less and deliver the same or better value! People still
want to know that they are saving money, whether it is
through quality or price value.

One way to help you get higher sales is to offer the
cheaper product first. The way this works is that people
will be so excited by the low price on the cheaper product
that when you bring out the higher priced version of that
product, they will transfer their excitement to the new
product and equate it as a better value. Most of the time,
when they hear about all the additional features they get
for just x amount of dollars more, they will jump at the
chance of getting an even bigger value than they thought
they were getting with the cheaper version.

This strategy of offering several versions works well when
you are comparing items too. You don't want to compare
apples to oranges, so several different versions of the
same product in your inventory greatly increase your
potential for making a sale. After all, you are giving the
customer a choice, it just so happens the choice is still
going to mean a sale for you. So, it doesn't matter how you
compare them or what features they have, the fact that they
are able to figure out for themselves whether it really is
price or intrinsic value that will motivate them to buy
helps you to make a sale.

This strategy can be turned on its head to still offer a
sales opportunity, particularly if you are selling
memberships or fundraising for an online charity. In that
case, you would not offer the cheapest alternative first.
You would show them the most expensive option first. When
people balk at that, you would then offer the cheaper
alternative. The reason for that is that they are not so
much comparing products, but services or donations. When
they buy, they're not going to get anything place in their
hands, unless of course you make that an option for the
higher priced memberships.

If you are selling packages, like trips to other countries
that include hotel, airfare, and sightseeing, you should
start with the highest priced package first. Packages
include many different benefits and will automatically be
perceived to have a higher value than a single item. So,
you don't want to start with the cheaper package in this
instance. Then, you can offer the cheaper products as an
alternative if the higher priced package is rejected.

So, when you are considering implementing this strategy
think about the order you want to present your products
online. Do you want to highlight the higher priced item
first and then offer the lower one or vice versa? You could
try it both ways and then see when you make more sales.
That's the answer to your problem then. But, be aware, that
the order of product presentation will influence people on
subconscious levels in the area of proving your product's
value.

This strategy can be done when people are browsing your
product inventories. When they search your site for a
particular product, make sure the other products in that
inventory show up too. Depending on what they are looking
for you can manipulate the order of display to influence
them to perceive a higher value. If you are competing
against brand names and using your own generic products, be
sure to include that information on your sales page so
people know your products are worth it. If you are writing
copy ads that are going in printed material, you can
compare your products quickly and then put a link to a site
where you sell the product.

You can also educate your customer on getting a better
value just before they check out. It's like when you go to
a fast food place and you order a single item. That's the
time when you're told that if you buy a combo package you
get a better value. And, most people then buy the combo
whether they actually were that hungry or not. The same can
be done online, by saying on the checkout, did you know
that for x amount more you could get such and such? If you
have that placed as standard programming in your website,
then it will come up and alert the customer that there is a
potential for a better value deal and usually bigger bucks
for you. 


To Your Success,
YOUR NAME

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