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Marketing your site to sell product is the way the internet works. What if you
could miss out this step and sell your product directly to the right person just
at the moment they are ready to buy WITHOUT incurring huge advertising costs?
Does all this sound too good to be true? I want to show you how you can do this.
You need to use a search engine that is person centered, NOT site or subject
centered. Everyone in the world is represented within this search engine. We
are all there. You, me, your friends, relatives - everyone. The magic is: you
can link your products and services directly to the people you want to meet
without ever knowing who they are. When the targeted person comes along and
searches for what you are offering they get back a fully personalized catalogue,
with product descriptions, graphics, prices and titles.
This approach does require you to re-frame your thinking, but no more than
it did when you first started using search engines. The simplest way is to think
of your web site as having a separate doorway page for each person you want
to reach. There is NO hierachy or page linkage, these pages are just like people
standing around. You prepare each page with the attributes of the person you
wish to meet and add an appropriate and welcoming message for the buyer, because
by the time the person sees this page they are buying. Simply register this
page with the search engine and add the target attributes. The entry will appear
in the relevant catalogue of each person who matches the attributes. The tighter
the targeting the better the match with the customer.
So if you wish to sell to a 28 yr male in NE USA, from a European parentage,
who is taller than average, slightly overweight, earning $30,000 pa, likes blue
colors, has an orthodox view of life, is married with young children, works
in a management position, and has a college degree you can do it...
This is a tool for e-commerce. It is not intended to replace existing search
engines or email permissive marketing techniques, it solves a problem these
facilities are not very good at. It enables users to declare their intentions
and enough about themselves so they are self- qualified at the moment they make
a search - and it enables you to reach them at just this key moment. Isn't this
what you want to do?
For the user, they remain completely anonymous, they are simply looking for
the virtual people who are just like themselves. We don't need to know their
name, address or anything at all that can be used to identify them personally.
The vexed privacy issue in target marketing is nicely sidestepped. There is
no data collection or tracking involved. We know everyone but no one!
So take a new look at your web site. If you know who your customers are you
now can think more about what you want to tell them - individually - in depth,
they want to know. If, however, you don't know who your customers are then you
have a perfect way of finding out. Your page stats will reflect the distribution
of people visiting, helping you to focus on repeat sales and lifetime custom.
The possibilities are enormous and the costs are trivial. I will be looking
closer at both of these in follow up articles.
About the Author:
John Jones. www.tankup.com. IM@GE Technology puts personality into the net |
USA: 1-877 660 5238 Int +402 996 4056 UK: 0870-7410043 |
