Client’s Emotions

A secret most of world’s TOP Copywriters know is that when we buy emotions are always put ahead of logic.  We buy with our heart not our brain.   So whenever we talk about Sales and Marketing, in any field, any aspect scale or dimension, EMOTIONS rule.   We’ve got to dig and find the emotions hidden behind each particular transaction.

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So Client’s Emotions acting as motivators, can be fear, uncertainly, need to be appreciated,  recognized, accepted, taken care of,  respected, protected… The list can go on and on.  Did you notice something common behind all these kinds of emotions?   They all can be reduced to one single thing :  INSECURITY.   We buy to feel “complete” contented and secure.  Our obsession with possesion is linked to this deeper need for security.   That’s why “having” sometimes overshadows “being” in our modern times.  Erich Fromm had studied this phenomenon in terms of individual psychology.  I believe its roots are rather social  and depict the appeal of  contemporary monstrous social structures to the sensitive and receptive , yet introvert individual.  System pushes me to get locked into myself.  I can only fight the system  being surrounded by belongings that validate my existence.  I have ….therefore I exist.   Long Live Consuming Society !

From the little child that buys a cone of ice-cream to experience the few moments of sweet icy pleasure up to the Oil Tycoon who just concluded a multibillion dollar deal and now is enjoying his favorite whiskey basking in the glow of sweet achievement,  the common denominator is about fighting insecurity.   The woman who desperately wants to lose those  12 extra pounds in one month or even less, actually seeks antidotes to her insecurity that poisons both her self esteem and her relationships to others, as she  gets the perception that her image in their eyes’ mirrors is unaccepted.   The youngster who will download in a frenetic speed the latest version of his favorite VideoGame, seeks to fight his insecurity about his inadequacy with girls , his failure with school and his lack of communication with family.  The endless hours he’s about to spend lost in the sequence of Game’s Levels,  will put his brain to sleep just as any anti-depressant  pill would do.  All is well in his world, as long as he’s gaining points and beats oponents.  The experience is so exilarating he can literally get “beamed” into this virtual reality.  That’s where he feels secure and accepted.

The Online Business Opportunity seeker, is the potential client for a vast and rapidly growing Industry of info products, that promise to cope with her insecurity claiming they can do it fast and easy.  Nomatter if  she piles up one report after another, without even browsing their first 5 pages, she still pursues the next big thing or magic bullet  that will bring her closer to the 6 or 7 figure riches  and a millionnaire’s lifestyle !

Every purchase, every new possession feeds the insecurity monster inside us and tries to fool it to the extent of keeping it at bay, calm and asleep.  Here is where the Marketer’s Role comes into play.   Feelings, emotions, are byproducts of experience.  All we have to build to lure our client to buy from us, is a unique and unparallel experience  which will differentiate us from Competition and offer to the client a variety of privileges.  Even if you are selling the #1 TOP QUALITY product in the world, you’ll fail miserably  unless you manage to “wrap” it with the veils of a story that convinces the client about the decisive impact it has over hidden insecurity.

Emotions are not only weaved into  the decision process.  Emotions  trigger interest, flame up desire, and create a plexus of connectivity bonds that keep the client coming back again and again in the future, leading to backend sales, upsales, and lifetime added value.  Again building trust with your client, basically pressuposes you have located his core-insecurity and manage it effectively and systematically, seeing the world through his eyes.

A simple way to locate your client’s emotional triggers and to enhance the interaction between you, is through a series of brief questions about his/her feelings  so you can get the answers right from “horse’s mouth”.   Once all paletes of emotions are listed, you can relate each one with  your product’s relevant benefits, and from that point on, it only takes a little effort to align yourself with your prospect.  The rest takes care of itself.

Marketing To People

Thank you for visiting SSofia.com.  You most probably have been redirected here after you expressed your interest in receiving our WEB-BUSINESS Strategic PLAN.

If this is the case, you should expect to get an email, so please check your mailbox now, for the email with the confirmation link in it.  Once you click it, you’ll go to the PLAN’s page.   We hope you use it as your GUIDE to RICHES and adapt it to each of your online venture’s specific priorities.

If you are one of our site’s friends and visitors, you can visit  STRATEGIC PLANNING Page and read about the Web-Business PLAN 🙂  You see, the main idea is about Marketing To People, not just trying to sell our stuff.  What”s the difference between the two ?  Marketing to People means catering to their already existing desires and needs, while Selling our Stuff,  serves no-one else than our sterile and non-productive “alter ego”.

Strategic Planning is about identifying People’s Desires and Needs,  analyzing  People’s Trends and Behavioral Patterns,  tracking the Specific Target Groups our Product or Service has extremely high value for and placing our Offer in front of them.
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Part of the Strategic Planning is an exhaustive Research of Keywords and Trends, as well as existing Web-Dynamics that can help us design our Plan.  Another core component of the whole process is drafting the exact sequence of steps to be taken along with the budget associated with tools or services that go with them.  Outsourcing is a Major Success Factor, but there are many parameters to its efficacy.

How Mine Is My Client? Improving Client’s Experience.

Who said that Internet Marketing is a walk in the park?   And how many have promised you to master it in a couple of weeks or months?  For God’s sake, use your common sense.

With a bit of common sense, and a lot of mistakes in my portfolio – I guess they give me a touch of an expert-  lets burst a few “bubbles” here.

The most important mistake I’ve seen many of my clients making,  – which is very common to see allover the web I admit-  is to build their Website  (corporate or non corporate) around their “EGO” and reflecting a deliberately magnified or twisted image, for image’s sake.  The next big mistake I see them making  –  I know cause I had been doing it myself for years-  is basing their Marketing Strategy on guessing.  The third  big mistake  – maybe this is the BIGGEST one-  is that they have NO STRATEGY, in place before building their Web-Presence.

BUBBLE #1. The Bigger my Company seems to be, the better results I’m going to have.

BUBBLE #2. The more flash animated graphics, colors,  whistles’ and bells’ sounds and things happening on my Website’s pages, the more knowledgeable, acceptable, admirable and authoritative I’ll look.

BUBBLE #3. The more scientific, corporate, technical and sophisticated language I use on my Website, the more credible to the degree of “incredible” I will be perceived as.

BUBBLE #4. The more we focus on our Internal System Politics, and the more automation we add to our Web-Presence, the better.   Besides, isn’t that part of the Internet’s Magic ?

BUBBLE #5. The more multi-layered and schematic the navigation, the more likable the aesthetic result will be.

BUBBLE #6. What Sales?  When Sales? Why Sales?  Where Sales?  We don’t want to pitch to the visitor.

BUBBLE #7. I know what is important to my visitor and I’m going to arrange the information in a  way I guess that would keep him more satisfied.

BUBBLE #8. Capture Form?  Won’t it spoil my page’s layout ?

BUBBLE #9. List Building?  What on earth am I going to use it for?  Who is going to manage the List?  What are we going to send to the List?

BUBBLE #10. Upsell ?  Are you serious?  We just got them paying.  They’ll simply get pissed off.

BUBBLE #11. Thank You Page with a masked sales copy?  Out of question.

BUBBLE #12. Follow up?  They bought what they bought.  We refunded the ones we should.  Do we actually have to marry them too ?

BUBBLE  #13. Selling more products and more frequently to my clients?  It’s impossible.  I only have one product to sell.

BUBBLE #14. Why should I build a relationship with my clients if I have nothing to earn from it?   FREE GIFTS ?  No way.   We’re in the Selling Business, we’re not doing Charity.

BUBBLE #15. We’re not going to actively search for the clients where clients are hanging out.  We’d better bring them to us through advertising.

BUBBLE #16. Why should I give too much information to my Website’s visitor anyway?  They can always email me for more, or buy my product so they can enjoy a more privileged treatment.

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The BUBBLES’ list could go on and on , and we promise we’ll update it periodically so we cover more and more of the myths surrounding the setting up of an online business and the Experience we should create for our Client.

But lets start from the BASICS.  Online visitor’s profile.

Do you think your online visitor is any different from you in your pyjamas infront of your pc  at home, or taking your lunch-break at the office,  or surfing around the net while waiting to catch your flight at the airport, or chatting in facebook with your pals?  What makes you think your online visitors are the new Nobel Prizes holders,  the nearly inaccessible FORTUNE top 100 Companies’ CEO’s or some sort of an allien species?   Of course, Nobel Prize holders, CEO’s and alliens ARE too your visitors, but in their pyjamas most possibly, with their defenses down, aware of their clicks’ incredible power and value, and allergic to ADS and pitches, unless they “TALK” to their inner core.

So, lets take the BUBBLES one by one and start bursting them, so you can see how sensible common sense can be.

BURSTING BUBBLE #1. Do you think your visitor cares about how Big your Company or your EGO is?   Honestly, he doesn’t give a dime.  All your Website’s visitor cares for, is “WHAT IS IN IT FOR ME?”.  If he doesn’t find at one glance the info he’s looking for,  he’ll click away in seconds.   In Internet Marketing “argo” we call it BOUNCH RATE.  Google Analytics seem to have incorporated in their Website Scoring and Ranking algorithm, the BOUNCH RATE, which actually shows “how happy” a visitor is with a Website’s information.   On a Newsletter I received recently,  you’ll find an actual Reply of Google’s Web Analytics evangelist, regarding how much time does a visitor have to spend minimum on a site’s page in order NOT to be considered a BOUNCH when he clicks away.

BURSTING BUBBLE #2. I like to call it the “LUNA-PARK” phenomenon.  What I really can’t understand is why should a visitor enjoy staying at a site with all kinds of distractions on it, instead of a crisp clean and simple one, giving him right away the info he’s looking for.  As if there wasn’t already enough noise and distraction in our life where everyone is bombarded by messages every minute.   Ask any Web-Professional and you’ll get to know that Flash is a Search Engine Spiders Repeller.  Is that what you want?   Of course, there are very creative and well positioned ways of implementing Flash on a site, and also using VIDEO or AUDIO  is a MUST, but you must keep your mind FOCUSED on your Website’s Purpose, and your visitor’s attention focused on the desired process of actions.

BURSTING BUBBLE #3. The “language” of your Website should be the exact “language” of your potential client.  Every Market or Subset of Market or Niche, has its own “language” and you’d better use it allover your Website for two main reasons :

  • Search Engine Optimization is based on KEYWORDS.  There is no way around it.   So, your KEYWORDS must be the exact ones your potential clients are searching for.

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BURSTING BUBBLE #4. Automation is great, but don’t fool yourself about being impersonal in a Web heading towards more and more live, interactive and social oriented communication platforms.   Show your visitor who you are, and how much you care about their satisfaction through any transaction they may have with you, your products, your systems and your people.

BURSTING BUBBLE #5. Sorry for being “unladylike” but……BULLSHIT.  Who cares about your fancy buttons and your sophisticated color combinations, if they can’t find what they’re looking for? Make navigation as easy as possible, with additional text links in footer-bars if necessary, and neatly categorized content.  You’re doing to your visitor a great favor and you’ll be rewarded with faster indexing, better ranking and more sales, which is your ultimate goal after all.

BURSTING BUBBLE #6. Of course you want to make sales damn it !  Every day, every hour, every minute !  People will always need physical or info products.  It’s up to you to “wrap” them in the proper info-material and put them right under their nose in a distance as closer as it gets to their credit card.  Sales is what makes the world go round.  Sales means cash-flow, and cash-flow means revenue, and with revenue you can be the King of the World, or even a maverick, but it doesn’t really matter as long as you are FREE.

BURSTING BUBBLE #7. You couldn’t be more wrong.   Nothing on online or offline business should be based on “lucky guessing”.  But if it is difficult to overcome in offline business, you have a huge arsenal of tools and methods to find out EXACTLY what works by split-testing, and measuring, and collecting data and analyzing data.   I was so overwhelmed when I watched the presentation about this part of online business which is related to data-collecting and data-analyzing, when I attended  Eben Pagan’s “GET ALTITUDE” Program in LA  (October 2007), that I thought this rocket science suahili language definitely wasn’t for me or any of my online business models, and that only online multimillionaires can properly implement it and monitor it.   My God how stupid I was !   Today I’m in love with GOOGLE ANALYTICS tool, and I would love to include to my arsenal any tool I can put my hands on, regarding data research, collection,  and analysis.  It is not about how much I like my homepage’s layout background being purple because I guess this is the nicest color to go with my product.  I know for sure, thanks to my  split-testing and metrics, that  light-green  color has 3 times up higher Conversion Rate.  (a fictional example)  So test and measure EVERYTHING, and plan your Business’ Strategy based on facts and figures and solid metrics, instead of lucky guessing.

BURSTING BUBBLE #8. Have you noticed how “nude” and simple world’s BIGGEST WEBSITES are?  GOOGLE, EBAY, YAHOO, TWITTER,  FACEBOOK, AMAZON… to name a few.   Have you seen how user-experience oriented they are?  What?  You didn’t notice?  Well, go check again.  They pay huge attention on user-friendliness and on building lists.  You see “login here”  “login there”  “welcome back Sofia!”  etc   How can you ever imagine having a site without an optin form on your homepage’s most visible spot, pushing your visitor to join your list, even if you have to ethically bribe them to do it  (by giving away a free report, sample etc when they join).

BURSTING BUBBLE #9. List Building is really HUGE.  I can’t describe how HUGE.  Words are not enough.  There are people who have lists of thousands of subscribers or tenths of thousands, or hundreds of thousands.  And there are people who are making BIG MONEY by small lists of a few hundreds of responsive and loyal subscribers, with whom they have cultivated exceptionally good relationships.  Jason Moffat is an example of web-marketer who has mastered that.   So your LIST is where your online-business’s money really is.   People are hungry for information.  You can setup your autoresponder series of messages with useful info snippets, reviews (you may be an affiliate of the products you’re reviewing) , or even friendly updates emails.  A few messages later, and in just a couple of months, your name will be so familiar to your list members,  seeing it coming up again and again in their mailbox, they will subconsciously feel closer to you and tend to buy from you over and over again.

BURSTING BUBBLE #10. Absolutely WRONG ! There’s not hotter and more responsive buyer, than the buyer who just gave you money.   It’s the  “do you want fries with your Mac ?”  thing, McDonalds and other Fast Food Industry giants apply all the time.  GODADDY.COM  is the perfect example of an online business that upsells a ton of products right at the moment you just registered a Domain Name.  You end up having paid more than $100.00 while you only wanted to register a domain, but you are happy with all the extras you got, and you get even happier with their excellent follow-up and customer service.

BURSTING BUBBLE #11. In Japan, client’s experience is so extraordinary that the clients don’t really mind paying an EXTRA PREMIUM for that.   Everybody smiles and welcomes client to a store forgetting about anything else they might think or do.  Making their client’s experience UNIQUE is their  top priority.  And when the client leaves, they say “Thank You” all the way escorting him out.  “Welcome”  is very important because you want to make a new client, but “Thank You” is far more important, because you say it to someone who just  gave you his precious hard earned money, and it’s totally up to you to keep them coming back and buying again, which by the way, will cost you 5 times less than bringing in new clients.

BURSTING BUBBLE #12. Mediocre and ordinary businesses, offer a mediocre and ordinary service to their clients, and have a mediocre level of relationship with them.  Extraordinary and TOP Businesses, “marry” their clients.  They get paid for a lifetime for their products, just because of the excellent follow-up system they have in place, and the extraordinary rapport they have built with their clients.  Think about that.

BURSTING BUBBLE #13. I loved ADIDAS’ campaign moto “Impossible Is Nothing”  because it centralized semantics’ focus on the unimportance of obstacles infront of determination.  So think again about how many pproducts you can really offer to your online clients, and work on creating your products portfolio.

BURSTING BUBBLE #14. It’s all about trust.  To your website’s visitors, you are a total stranger.  Nomatter how well set your sales pitch is, the fact remains that they don’t know you and they don’t feel like they could trust you.  There is no better way to break the ice that giving away a piece of your work, a sample of your product.  Just make sure it’s of TOP QUALITY.  This way, they’ll feel you know your business, you’re confident about your products, they already have made the first step towards approaching you.  From that point on, it’s up to you and your Marketing to make them buy.   The best expected Conversion Rate from first-time visitors, is estimated to be 2%.  That means 2% cold sales !  But it’s really hard to reach that point of excellence on your landing page, so you make 2 out of 100 first-time visitors give you their money.   But if you make them optin to your list, with the ethical bribe of a FREE gift, you’ve got a list you can market to again and again increasing your conversion rate and making sales.

BURSTING BUBBLE #15. You can’t be monolithic at WEB 2.0 era of the Social Media explosion.  Part of getting to know your client better, is becoming familiar with the websites your client visits and the communities or forums he’s a member of.  It’s not about bringing any kind of traffic to your website.  It’s about bringing targeted hot quality traffic that converts.

BURSTING BUBBLE #16. This is the information era we’re living in, and it’s here for good.  The better info-management you do,  the wealthier you get.  The more information you produce and offer to your visitors, the sooner you’ll be established as an authority in your Market.  It is essential that you OVER-DELIVER with your products, but it’s also important that every tiny little piece of information you give away is of high value to your visitors.

Again,  you can visualize of your Client’s Experience in your Website, as an imaginary tour you are taking being in his/her shoes.  Double checking step by step, you can make sure this experience gets better and better and becomes a reason why your client will give you more business again and again in the future.

  • By using your Market’s language – instead of a wooden one- you earn credibility points, and you are perceived as an “insider” .   Your website’s visitor can identify with you,  therefore, he gets closer to buying from you, because buying from a friend comes more naturally than buying from a total stranger.
  • Internet Marketing Is About Generating Momentum…

    If  I say that Internet Marketing is my passion, it wouldn’t be true.   Utilizing the unlimited technical possibilities and tools Web offers, to produce measurable results to me is the Water and the Oxygen that preserve Life.

    It may sound like an exaggeration, but in fact I believe I’m saying much less that it’s worth to be said.

    On this Blog, I’m going to take you with me to my Internet Marketing Activities, introducing all my systems and methodologies for setting up sites that promote Info-Products,  E-Stores that sell physical products, Sites that facilitate people offering certain services  (directories etc),  Content Sites and Membership Sites.

    I will present my thinking pattern from the very first moment I have an idea about a “product” to the moment I set up my mindmapping for the Project’s Development Strategy, and finally step by step towards the Plan’s Execution.

    Together, we will examine, analyze and implement the basic principles that lie behind TRAFFIC GENERATION,  taking the visitor-centered approach and understanding why investing on client’s experience improvement should be our priority.

    What I’ve learned the hard way – having lost tonns of precious time, and thousands of euros in info-products,  magic software, and PPC Advertising – is that once you decide to take action, the next most important thing is Generating  Momentum in :

    1. Click Through Rate and incoming traffic
    2. Conversion Rate and sales
    3. List Building
    4. Link Building
    5. Content Creation and Content Distribution
    6. Media Buying
    7. Upselling,  Cross-selling
    8. Networking,  Affiliates and JV Partners

    …you are the King/ Queen of the world.  Simple as that.

    Momentum shows that your Online Business has a pulse.

    My biggest mistakes have been INconsistency and INcontinuity.   Once you know that your Online Business has a Momentum, you’ve made your first DOLLAR,  now you know what works, so keep doing more of it.  Scale it up.  Keep split-testing, optimizing, and ramping up.   Internet Marketing is NOT about guessing, it’s about MEASURING.  Let your visitors show you the way.  Split-Test your Sales Pages, your Ads, your Banners, your Sales Process,  your ThankYou Page, your Upsells Offers,  your Prices,  your Partners,  your Traffic Sources,  your Articles,  your Press Releases.  Split-test Everything About your marketing.  Let your clients tell you what they want and how they want it.

    Once on my PPC Campaign  for my E-Store that is selling Wigs to Chemotherapy Patients, I used an AD saying  “…with a nice Wig, you’ll feel beautiful and you’ll win cancer faster…”  <—–  BULLSHIT

    Visitors punished me with a nearly dead 1.4% Click Trough Rate, and a non-existing Conversion Rate.

    When my AD was saying :  “…need a chemo wig?  nobody will notice you wear one.  two wigs 25% off limited offer…”  visitors rewarded me with a 20% CTR and a 2%  Conversion Rate,  which I’m still working on.

    No appeal to client’s psychology and priorities = No sales   Law of Market.  Law of Nature.