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You've Got To Get On Base If You Want To Score. How to Turn Every Visitor To Your Website Into A Customer! (Well, almost.) Part 1 You Don't Need To Swing For The Fences Every At Bat By Tatiana Velitchkov © 2002 Anyone who has ever played on a baseball team has heard this one before. "Just Make Contact. Put the ball into play and make something happen." Especially when it's late in the game, you're down a run, and there are runners on the bases, a base hit is all you need to score. Swinging too hard and trying to launch one over the wall for a homerun can cause you to strike out and lose the game by.... - Swinging too fast on a slower speed pitch. - Not keeping your eye on the ball and twisting your body to get extra power. Or if you do make contact with the ball, you could possibly.... - Hit the ball into the air where an outfielder has a chance to catch it for the last out. Being smart, looking the field over for the gap, and gracefully placing the ball where no one has a chance of getting to it before a runner is in, is the best strategy for winning ball games. Relying on one power hit to win the game will backfire most of the time. Keeping Your Eye On The Ball Fundamentals teach us that you must keep your shoulders in line with your head and keep your eye on the ball. Moving your head directly effects your shoulders and makes them drop, thus the bat drops down and you swing under the ball, missing it. When you see the ball coming in and remain focused on it, following the ball with your eyes, your swing is in line with the ball, your shoulders are in the perfect position to follow-thru and drive the ball into whatever part of the field you want. End result...a base hit. In order to keep a steady flow of base hits in your Internet business and turning a visitor into a customer, you need to be focused on the ball, or objective. Actually you have two objectives. - 1.) What is the outcome you want most from a visitor at your website? - 2.) What is the ultimate outcome you want from that visitor? They sound the same, but there is a big difference. Achieving Different Results Towards The Same Goal Huh? Care to run that by me again. Let's break it down into different segments and you'll realize that everything you do has a different result attached to it, but they all go towards the same end goal. Looking at the second of the two objectives first, the final outcome you want from any visitor is a sale. You want to make money. Everytime someone lands at your website you want to them to buy something which will make you money. Keep in mind that is your end result. You should not be even thinking about that yet. You have other results you want to guide that visitor through. Side Note Unless someone REALLY wants your product they will not buy on the first visit. And if they do happen to see your ad again, they probably won't buy on the second visit either. Or the third, fourth, or even fifth time. Extensive studies have shown that a repeated exposure of at least 7 and even up to 12 times seeing your product will trigger a person into buying your product. End Side Note To reach that end goal you need to work different results together as a sort of "yellow brick road" that each visitor to your website can follow and reach that final goal ready to do what you want them to do. Which is to buy your product or service. Your first objective should be on your mind constantly. When someone hits your website what do you want them to do? How can you get them started down the base line and reach first base safely? Keeping in mind that you probably won't make a sale on that first visit, you need to have something, very prominently displayed, that will keep them available to you for repeated exposure. Each step from there on has to have a similar objective, moving them along each of the bases until you reach home plate and the end result has been reached. One Hit At A Time Once you have a base runner covering every base, the is no choice but to run home. That's the only base left open. Keep getting base hits and you won't have a problem in coming home. The other team can't make a play. Side Note When you advertise your website, no matter what method you use, you only gain one visit per each person. If they aren't in the mood for your product, or they're just not ready to buy, you will lose them if they click off your site and travel onto another one. That means you have to spend more money to keep advertising to get that same visitor to remember you and maybe visit your site again. Going for the homerun with that visitor can cost you both time and money. Using a one hit at a time approach will keep that first advertising effort going. End Side Note Getting to base means using different tools to keep the visitor exposed to your product, URL, and let's you keep in touch with their desire to purchase your product. -- Free Ezine -- Free Course -- Free Report -- Free Ebook -- Free Consultation -- Free Sample Get where I'm going with this? Offering something that the visitor does not have to pay for let's the pressure off of them, for awhile anyway, of having to buy something. Weaving in your "objective" into the sales copy and making repeated mention of it will trigger the visitor into requesting it, downloading it, signing up for it, or whatever else you want them to do. Once you have that first base covered with a base runner, you need to advance that runner to second. Putting It All Together Each one of your "hits" or steps has to work together in order to reach that ultimate goal. In order to do that you must... -- Make the reader feel everything is tailored for them -- Leave questions unanswered and a mean to answer those questions. -- Make your objective a prominent feature of the content -- Keep a glimpse of what is around the corner for them to find out. Of course, you could always hit a double or triple and advance to your end result at any point of the journey. So, you want to keep that in mind and place your sales URL in the text also. The next lesson focuses on the exact "how-to" to keep the hits coming and your visitors travelling, doing what you want, and reaching your ultimate goal. Stay Tuned for next week's issue. © Tatiana Velitchkov About the Author: Tatiana is the publisher of: http://www.TheFortunesEzine.com , the FortunesEzineWeekly at http://www.TakeYourFortune.com, and owner of the traffic-solution slam advertising sites http://www.Guaranteed-Hits.com and http://www.Guaranteed-Hits.net |