Last week I showed you how the geography of your audience (the beach) has an impact on your earning potential as an Internet marketer.
An audience is a group of people though. My goal today is to show you how to turn an audience into revenue, or what we like to call “power customers”.
So here we have the oyster shell.
“This is the home for the oyster. The bigger the shell, the more the meat there is within the oyster. The longer you leave an oyster on the beach (ie, the more time you invest in it), the bigger the oyster grows and the more money it is worth.”
This translates into customer value in the Internet marketing world.
The more patient and more care you give your oyster (customer), the better the opportunity you will have to earn not only the first sale from that customer, but multiple sales.
I can give you a quick example of this to explain exactly what I am talking about.
I have had an iPhone ever since the first generation of it came out. I am not one of those people that stand in line and camp outside overnight to get the first one, however, I can guarantee that I buy every single new iPhone that comes out (my next purchase will be the iPhone 4).
This is a beautiful thing for Apple. Although many argue that there are much superior phones to the iPhone, I continue to buy. In fact, I know there are phones that have more bells and whistles, have been rated higher, have better battery life, faster processors, etc….but I continue to buy EVERY iPhone that hits the market.
No…I’m not a freak. I am a POWER CUSTOMER of the Apple brand.
What if you could create your own power customers, nurture your subscribers and your website visitors from the point of being just a baby oyster shell, to becoming a massive oyster!
In order to do this, we need to look at the characteristics of a POWER CUSTOMER…or in this case, I can just look at myself in terms of buying into Apple.
(1) I love the products
(2) I trust that it will work how it says it works, and if it doesn’t I know they will be there
(3) I like to talk about the products
(4) I even defend the product
(5) I recommend the product to my friends, and sometimes people I don’t even know
OK, this is fine and dandy. I have outlined what is the genetic makeup of a power customer, but what we really want to know is how do you create a POWER CUSTOMER?
Over the years of marketing online, I have learned that creating customers does not have to be as difficult as some people would like to make you think.
Really, what is a customer…
Someone that buys something.
Why does someone buy something?
They need it. They want it. Or they simply like to spend money.
Why would they buy it from you?
Because you have HELPED them.
Oh no, there’s the “H” word. This is the most common thing people overlook when promoting products, services and trying to create relationships online.
The emphasis is put on “selling” versus “helping” which will lead to inferior success.
People hate blatant promotions without being helped. If I am going to buy something online, I am going to want some help, some education, and I want to know who I am buying from. I have thought long and hard about the aspects of “creating” power customers, and the 3 most important aspects you as an Internet Marketer can have are:
(1) Be real.
If you were at a car lot and the salesman came out with a black sheet over their heads, and introduced themselves as “yoursite.com”, would you buy from them. Um…NO. You would probably find it very creepy and jump in your car and lock the doors.
Why is this OK online then? People seem to think it is OK to hide behind their website. Think about how silly the car lot examples sounds. Now take a look at your online promotions. If you don’t have a name, a face, and a personal brand behind your recommendations, your product, or your promotions, you might as well start selling cars with a sheet over your head.
Leave a good first impression. Give people your name, tell them a story about yourself (could be a funny one) and let them know that you are there if they need any help. One thing that I have found to be effective over the years is to give out an email address in which people can contact you. If you do, you will not only create instant trust, people will feel as though they have reached a safe haven…and are much more likely to buy from your recommendations.
(2) Give more than you take.
Selling 101 here. What makes a good buying experience? One where the customer feels they get the most bang for their buck. This does not necessarily mean a “firesale” or a “garage sale”…however it means that the value of the product or service you are selling are worth more than the actual price indicates.
If I buy an iPhone for $699, it is worth more to me than that. If it is worth less I would not buy it. Worth would come from many different aspects.
An iPhone is sexy.
I pay to be cool I guess (as lame as that sounds).
An iPhone allows me to check my emails.
That saves me time (and money).
An iPhone gives me GPS when I am lost.
That saves me stopping at a gas station to ask for directions. I do have GPS in my car, but for some reason I use my iPhone instead!
An iPhone gives me 100,000’s of apps. Many are free. This gives me something to do when I am standing in line to get my Subway or sitting in the airport waiting to catch my flight.
An iPhone allows me to check the Internet from where I wanted.
The other day my friend told me that Tuna fish get up to 600lbs in weight. I didn’t believe him so I looked it up…and sure enough, the biggest Tuna ever caught was 1496lbs!! Anyways, without the iPhone I would not have been able to do this.
Oh ya, I can also make PHONE calls. Weird…
Anyways, the point I am getting at is that an iPhone is a great deal for me at $699. It provides me much more value and substance than the 7 $100 bills do. So I make the trade with Apple and they hapilly make their $300 profit on the product.
In the online world, if you offer your customers free incentives, upgrades, powerful information, bonuses, or continue to make your product or service better….you will make more money. If people view the value of what you offer them to be more than that of their own money, they will buy from you EVERY SINGLE TIME!
(3) Know your stuff
There is nothing worse than being misinformed or being told ONLY stuff that you know in the same way you know it.
If you are promoting products to help greyhounds train for dog racing, you better know your stuff about dog racing. You better know the terminology, you better know the reason people love racing greyhounds, you better know the history of greyhound racing and you better know the products you are promoting.
If you don’t, it is obvious.
What do you think is a more knowledgeable statement:
Want to build a model airplane? (at this point I didn’t know “jack” about model airplanes).
Want to geek out your FPV with the Thomas Scherrer UHF Long Range System? (at this point I know something).
With a tiny bit of research, you can be informed in pretty much any industry you want. Whether it be model airplanes or mini horses.
I don’t know whether it is because some marketers are just plain LAZY or they have never considered the consumer in the correct “light”, I see a lot of websites out there that show a complete lack of “niche” knowledge. A real turn off.
There you have it.
The oyster shell strategy, creating more lucrative and POWER CUSTOMERS comes down to three items. One, be real and authentic. Give people the feeling they can reach out and touch you. In the online world there are a lot of headless horsemen out there…and I don’t want you to become one. Be a personality.
Next…give, give, and then give again. If you want to create a repeat customers you have to become known as someone that is generous.
Lastly, know your crapola. If you don’t know jack, you won’t sell jack. Simple as that.
Hope you enjoyed Part 2 of my 4 part “Oyster Marketing Strategy” series. If you have any feedback I would love to hear it…so please leave your comments below.