In this series of brief articles we are considering some of the major motivators that influence people to buy. Our major purpose in looking at these decision influencers is to discuss their relevance in the world of Internet marketing/selling and ecommerce.

Solving problems for prospective online buyers or existing customers requires no philosophical discussion. The nuance, if there is any, is on how we communicate that we have a solution, how it is achieved, and how that solution may be verified via existing users. Skepticism is a major issue for any vendor, but particularly for those selling online.

Also worthy of note is whether vendors (online or otherwise) are aware of some major ‘discoveries’ that existing customers have made with the product. It pays, depending upon the product being sold, to encourage customers to report back about some exceptional uses they have found for your product. It is not uncommon for new market opportunities to result from contact with customers, especially those who are given to being creative in their use of a vendor’s product.

With online marketers and ecommerce merchants, the challenge of ‘facilitating a willing exchange of mutual value’ Defining Selling - By Leo Talbot will manifest itself in the form of website design, since the website is the primal, and in many cases the prime vehicle, for accomplishing the sales or marketing process. Hence our oft reference in these articles for the consideration to involve a competent online marketing consultant/firm, seo firm, again, only those with demonstrable competence, and website designers of proven capability. If these skills are available in-house, then all the better.

Because people approach their decision making from different perspectives, it might be worthwhile to refer to Designing websites that sell - By Leo Talbot to understand that effectively communicating to one’s (target) market/s is the essence of the challenge with which internet marketers are faced.

When claiming to solve a prospective buyer’s problem:

• State the problem clearly and concisely
• State clearly and concisely HOW the product solves the problem* (this is the benefit)
• If known, state examples of financial and labor savings
• If known, state how many customers use the product
• Include verifiable customer testimonials*

*If it is practical, use a bona fide customer testimonial (you may need to do some editing) to describe the problem that was being experienced and how the product solved the problem. If the on page could include an appropriate photograph of the customer, then you will have significantly increased the believability of your claim and the power of your product’s appeal.

Depending upon sales volume and the ability to clearly define varying target markets within your overall market, you can customize on pages to reflect the issues experienced by your respective potential and existing customers.

You can do more business online-but it takes commitment as well as involvement!

Other articles in this series:

You are online, but are you on target? - by Leo Talbot
Analyzing your competition - By Leo Talbot
Why people buy - They have a compelling reason - By Leo Talbot
Designing websites that sell - By Leo Talbot
Defining Selling - By Leo Talbot
Internet Marketing - Is the best for you still to come? - By Leo Talbot
Ratio Analysis (RA) - Intelligent thinking for Ecommerce and Online marketers by Leo Talbot
Your Customer’s Customer (Productive research for Ecommerce and Online Marketers) by Leo Talbot
Unique Selling Proposition - by Leo Talbot
One Clear Compelling Message (The X factor in online selling) - by Leo Talbot
Maximizing buyer motivation for online marketers - by Leo Talbot
Ecommerce - The science of selling online Part II
Ecommerce - The science of selling online Part I

• Why People Buy (Your product fills a want) - By Leo Talbot
• Why people buy - They have a compelling reason - By Leo Talbot
• Why people buy - The lifestyle factor - By Leo Talbot

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