Targetting Targetted Traffic
My mom, who is in her mid 90’s, had some really bad news last week. She had to have her sewer replaced. At her age she was sort of hoping the next owner would have to worry about it, but alas, she ran out of time and had to have this messy, horribly expensive job done.
The sales man was trying to sell her on some extras, as salespeople and internet marketers do. After running through features and benefits, he said “And the best part is you have a lifetime warranty!”. My mom looked him square in the eye and said “And at my age THAT”S a sales point?”. She then said a very emphatic NO to the other work he wanted to have her do.
Now the rest of the work would have been gravy for the company - the work they had to do they actually lost money on. The moral of the story is KNOW your customer!
If you have done your homework and properly targetted your customer and are getting laser targetted website traffic, you need to be careful that you don’t lose them at the close. Getting the right people to your site is only half the battle. The bottom line is getting them to buy what you are selling.
If you adopt a “ine size fits all” approach and toss everything at your targetted traffic including the kitchen sink, you could easily lose the sale. The hottest sales point for me could be a total turnoff for another visitor. Think about setting up a funnel - taking your traffic by the hand and moving them to the page that addresses THEIR hot button based on choices they make.
For example - if you’re selling red, white and blue widgets, make those menu selections and on the red page, only talk about red widgets - with a buy button of course! Think about your product and your target audience. Are there several feature sets that could appeal to different groups of potential buyers? If so, set up seperate pages so your target can get to the things that matter most to them and ignore those things that matter not at all, or worse yet could lose the sale.
Targetted traffic on the front end still needs a targetted sales message on the backend or you will be in the same position as the poor sewer salesman, sending the wrong message to the wrong customer.
