Copyright
© Susan Dunn, Marketing Coach and Consultant
If you market exclusively through the Internet, or
mainly
through the Internet, you need to work on your communication style and
develop one compatible with the Internet.
Here are some tips:
1.WHO
OWNS THE INTERNET?
We the people. What does that mean? Well unlike
other means of
communicating, the Internet started with a bunch of guys messing
around, and it still has that flavor to it. It's hard to find a really
"high brow" site, although they exist. The Internet very much belongs
to all of us, the individuals in the world, and this egalitarian and
inclusive ambiance is part of it because that's who designs websites,
and writes for the Internet, as well as visits it! There
are probably millions of websites designed by
individuals, and many articles circulating the Internet are written by
people like you and me. Some are more credentialed, some less
credentialed, but everyone's welcome.
Consider how your newspaper was even a decade ago.
There were
paid writers, who had titles and specific education, and only they were
"allowed" to write for the publication. There was a letters to the
editor section which was limited, and that was about it. 2.HOW
DO WE LIKE TO INTERACT ON THE INTERNET?
Very actively, thank you very much. We want dynamic
websites
that are changing and offer us chances to take polls, respond by email,
fill out forms and send them in, give feedback, interact! We want a
blog! 3.WHO
IS ON THE INTERNET? It
started out as a US thing, but other countries are quickly
gaining ground. I've read various predictions as to what country will
come in #2 - India? Spain? Spanish-speaking users are leading in use of
Instant Message. It's becoming more international all the time. The
Internet started out as a thing for people with money, but
as price goes down, and computer access goes up, participation becomes
more broad.
4.WHO
BUYS ON THE INTERNET?
This is like a marketers dream come true. Latest
reports say
that individuals with incomes over $100,000 lead in buying off the
Internet, and more women than men. It's a generally affluent market as
to purchasing online. How does that grab you?
5. HOW
DO PEOPLE ACT ON THE INTERNET?
We are on the Internet for speed and access. Time
spent on any
website can be as short as 20 seconds. If your site doesn't load in
that amount of time, forget about it. 20 seconds is a VERY long time on
the Internet. In no other medium is there such a need to
get it across fast and accurately. We want our
information fast and in bullets. We aren't
particularly fond of graphics and noise, though photographs
(particularly of human faces) will always be the first thing to grab
anyone's attention). Many people still must access through their
computer at work, and they don't want music playing or other things to
alert their supervisor that, yes, well. Of course
there are beautiful artistic sites out there, where
you're happy to spend the time it takes; in fact that's why you're
there. But for information and purchases, we want speed.
6. HOW
SHOULD YOU WRITE ON THE INTERNET?
At about the 8th grade level. Not because we're dumb
, but
because we're busy. Most people read on the Internet for speed and
quick information. Save your long complex sentences and big words for
specific venues where this is welcome. Work in bullets. Keep it brief.
Be to the point. 7.HOW
DO WE WANT IT TO NAVIGATE?
Like a knife through butter, like a ship through a
glassy sea.
We want it handed to us on a silver platter. That is, make sure all the
buttons work, the navigation is easy to figure out, it loads fast, and
it's super easy to purchase things. Just the click of a button! We
expect to be catered to and to not have to 'work' at it. And have a
good refund policy. Take credit cards and put PayPal on your site.
8.WHAT
ELSE DO WE EXPECT?
We expect the Internet to be inclusive. Use words
like "we".
Don't give orders as if you were an authority, or an expert, even if
you are. Soften your tone, and don?t be excessively academic. Sprinkle
your web copy and articles with inclusive statements.
Notice how I've used "We expect the Internet to be inclusive," instead
of "People / They expect the Internet to be inclusive." I draw you
right in. You like that, yes? 9.ONE
LAST THING --
CATER!
If you have an international following, Put a time
zone chart on
there, and a currency conversion chart. Announce that you take money
orders and bank transfers. Give a discount for Canadians, who will
always ask for it. Do some reading about the way
other countries do things -- for instance, many more countries than not
are used to bartering for everything. A fixed price to them is just the
starting point for a negotiation, so be ready.
10.
AND LAST BUT NOT LEAST, HOW DO YOU LEARN HOW TO
DO THIS?
Visit other sites regularly and read their copy, or
hire a marketing service to write for you. Susan
Dunn, coach and marketing consultant, http://www.webstrategies.cc
, author of ?The Secret to Getting to Present on a Cruise? ( http://www.webstrategies.cc/acruise.html
). Marketing for entrepreneurs and coaches. Ebook writing and Internet
launch, writing and submitting articles, strategies to make your
business grow, search engine placement, keytags. I have a 6 google
ranking without spending a cent. Mailto:sdunn@susandunn.cc for
information.
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