Traffic Conversion Secrets Lesson 4 - The Secret

The key here is that most people need a reason to say yes.
That's why salespeople sell benefits and not products. Ask
any good salesperson and they will tell you that the
benefits and unique characteristics of the product is what
eventually sells it, even if the marketer is the one
highlighting these qualities. People generally don't buy
things they don't need, but they will need a reason to say
yes, even if they do need the product.

The reason for this is that people are constantly pressured
in this consumerist society to buy, buy, and buy. At some
point, they either become jaded or tune out. When they tune
out, it's the marketer's responsibility to help them tune
back in. The customer may even be in desperate need of your
product, but they may not be aware of it  they are so
tuned out. It is your job to slowly bring them back in and
educate them about why they need your product.

How to Make it Work

Because your customer may not be aware of their need for
your product, you will have to give them time to realize
it. This is not a fast way to make a sale, but it is a way
to convert visitors into customers, eventually. Once they
are your customer, they will be so convinced of your
product's unique qualities and benefits, they will be
hard-pressed to go elsewhere for their needs. So, you are
not just converting a visitor, but you are also promoting
your brand and establishing familiarity and authority with
your products.

So, don't be upset if you don't make a sale right away.
This strategy takes patience. You can hit on a few
customers who have an eureka moment when you first start
listing your benefits, but mostly people need to hear or
read things multiple times for it to have an impact.

Then, something can happen in their lives that suddenly
shifts their attention back to all those benefits you've
been listing on your website or products for years. Maybe
they didn't think they needed to supplement their diet, but
now they are turning older and people around them are
getting forgetful. Maybe they are noticing they are more
forgetful too. Suddenly, they remember that one of the
benefits of Gingko Biloba, a supplement you are selling,
listed the benefits of memory enhancement. All of a sudden,
the product is more appealing. And, the thing is you never
know when that eureka moment will happen with the visitors
to your website, so you have to keep copy up listing each
product's unique qualities to help educate them for when
the need actually arises. So, remember to remind your
customers often on the benefits of a particular product,
even if they've seen the benefit on other pages. Repetition
is important with this strategy. You want to be able to
slowly, but surely gain the attention of someone who is
hearing the same message from various sources until it
finally sinks in. That's why when you develop a new
product, you don't just want to put one sales page up, but
you want to write articles, introduce it to various people
at the same time through groups, discussion forums, or even
paid reviews. They need to hear about this product over and
over again until they finally see a need for it in their
lives. When that happens, it's totally up to the consumer.

A great way to implement this strategy and make instant
sales is with items that can bring out the inner child in
people, like electronics. People love computers, cell
phones, flat-screen TVs, and other types of electronic
wizardry because it mesmerizes them with technology and
also brings out the impulse to play around with their new
purchase. Anytime you have a product like that, you can
make instant sales and they can be very high priced, in
comparison to older products in your inventory. So, even
though this strategy can work for any product, in order to
get it to work instantly, you want to use it most with
products that have an instant mesmerizing effect on people.
Things that are tactile and produce an experience of
child-like wonder or playfulness are excellent products to
use with this strategy.

Software is also something that can be sold quite well with
this strategy and allow a person to get a small experience
of the larger product either with a free trial or a limited
demo-like experience. If your software is for games or like
a game, this too can bring out the impulse to play and
produce the desired effect to influence your potential
buyer to want to possess this new toy.

This timing to sell the benefit or the product's unique
personality is when they land on your sales page. You
should have a sales page that funnels people from a blog,
your signature, or other places to where they actually see
all the benefits that make your product truly unique. You
should set the title of your sales page to include the
BIGGEST, and MOST IMPORTANT benefit that you want to
highlight about your product or service. Many people don't
get past that first title before moving away from the page,
so make it count. It should highlight your product's unique
nature while being something that is attractive to the
majority of people who might land on your sales page.

The second instance of using this strategy is directly
underneath the title. Just list every last benefit you can
possibly think of for your product or service. Many online
marketers think that the longer your sales page is and the
more benefits you list, the more likely you will hit one
that eventually produces that eureka moment in the
customer. Just be sure to ask for the sale several times on
the same page too, so that if they do happen to find that
reason to buy that overcomes all their objections, they
don't have to scroll too far to see the link to buy too.

Lastly, you can also start to keep a file of one-line
benefits for each product you are selling. Add that to your
signature and rotate them so that your signature changes
constantly and people reading your emails see a new benefit
every time they read one of your emails. Don't forget to
include links to the sales page too here.

Another time to implement it is when you have multiple
items in your inventory. You can highlight newer products
over the others by showing how this new product has
definite benefits over the other ones. The nice thing about
new products is that they often can be higher priced and
still sell. Think of when a new style of cell phone comes
out. These types of electronic products fascinate people
with the way they can push buttons, take pictures, send
text mails, and endless other features. And, the price is
usually quite high for a new cell phone on the market
because demand is expected to be high too. So, when you
highlight a new product in your inventory, you also have
the potential to make higher priced sales too.

The overall timing on this strategy is sometimes up to the
customer, not the marketer. You can constantly remind
people why your products are unique, but it's up to them to
finally connect their need to your product. However, this
dynamic shifts when the market environment makes your
products far more attractive, like when there is a drought
and you happen to have rain barrels. You may have spent
years telling everyone that rain barrels save you money by
helping them to store water and use it for their
landscaping needs. However, if there is no drought, the
fact that people have to buy them and install them without
a perceived need, can make them difficult to sell. With the
drought, you will see your demand skyrocket, because now
you can also add: Don't let the drought kill all your
valuable landscaping, buy a rain barrel. See? Your product
didn't change, even your benefit did not change, but the
environment for the sales changed dramatically, making the
timing perfect for selling rain barrels. 



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