Advertising techniques for small online and home based businesses. Common Sense Optimization for web
By: NICHOLAS BUSBEE
About three times this summer, I have heard scientist say that they have determined that human memory seems to function immensely better when our adrenaline levels are higher than normal. Now as I'm sitting here watching the Giants and Eagles play football I'm thinking... how can we use this information to advance our home based businesses?
Hmmm... Let's look at this topic from the perspective of advertising our websites. Or for that matter even an offline small business. Why do you advertise your online business?
I guess the obvious answer would be to get more customers, which would lead to more sales. Am I close? Or do you work from home on the internet, and your main focus in advertising your services or products is to make a sales conversion before your potential customer "bounces" off of your website?
From most of the stuff that I read, when I began my first online home based business three years ago, I really thought that was the goal. Most of the online information I found was telling me that if a potential buyer departed my website, they would most likely never return. That the conversion rate online for any business averaged between 1% and 2%.
If you are starting a new online home based business those type of statistics will certainly create an increased sense of urgency, as far as sales and profits are concerned. I think most of us have seen the sense of urgency that some of our fellow online business entrepreneurs feel in some of the advertisments that we see almost everytime we are online.
You know the ads... "I made $7000.00 last night while I was sleeping!!!" Yeah right! Sure you did pal... I could give you more examples, but these outrageous claims have now become cliches'. Let's keep rollin'...
Not all overly enthusiastic claims are this blatant. The point is, this sense of urgency to sell right now does exist. Now I am not implying that the statistics are wrong, but we all know that stats can be arranged to prove almost ANY point. But guess what...
I ignore the statistics! (1% - 2% conversion rates) Do you think I'm not being realistic? That I'll eventually realize the statistical facts? After I've "crashed and burned?" But guess what... All of us ignore statistical facts every day! Even the facts that would work for us, rather than against us.
"You can publicly "flog" me and force me to drink sewage water if I'm lying. And I am so sick of drinking sewage water!" (smiles!) That mindset of "having to sell right now", can come across in our advertising copy, and on our websites. I have to admit that even on my own home based business website some parts of the home page have that urgency written into the copy. I have edited most of it out but not all. I'm guilty! But at the same time I do understand that we have to ask for the sale or service committment every time!
That's sales! Our potential customers are expecting us to ask for the committment. Even if you are a charity! Right? So there is a very thin line between creating a sense of desire to complete a purchase, and creating an urgency to buy "right now!"
We want our potential customers to buy "right now".. But we don't want them to "FEEL" like they are being "pushed" into spending their hard earned or long saved money.
Most of them did not earn their money while they were sleeping! ( Like the $7,000.00 dollar man mentioned above.) Our customer's want to feel like they are making the right decision, at the right time. Not because some damn pop up that has a time sensitive deadline to complete a purchase.
It's this sense of urgency that shows up in our ads and on our websites' that promote our small businesses, that causes our potential customers to be in a defensive mentality. If most of our potential customers have a defensive attitude...
Could we be "shooting ourselves in the foot" with the same advertisments and website content that we hope will help grow our businesses?
Question... When Mc Donalds advertises all day, every day... do you think they are trying to get us to jump into our cars and drive over right now? The short answer is yes and no. The other answer is that Mc Donalds is name branding us. They advertise so frequently because, when that day comes... when you finally "break down" and decide to eat a mouth watering, delicious, hot, juicy and calorie stuffed hamburger... you will think of them... and that damn clown!
Do you remember earlier when I said, "scientist say that they have determined that human memory seems to function much better when our adrenaline levels are higher than normal." (And it makes a lot of sense. we do remember traumatic or dramatic situations much more clearly.)
Well how can we apply this information to our home based businesses? I am so glad that you have asked...
But guess what... I am probably getting close to my limit with characters allowed in this artcle format. So if you can find time in your busy schedule I would love to continue this thought with you, which I will have the freedom to do on my blog.
"Easy and Practical Home Based Business Tips for Beginners." It's a new blog. ( I just started it a couple of days ago so it is not all that it is going to be yet.) But I do have some free instant download home based business ebooks that you will enjoy. Including a surprise download that you can use to make money or give away to your website visitors. If you don't have time to make it to the blog, I will post the other parts of this conversation on this website soon.
As a matter of fact I am going to need your help in tackling this topic. It is a new thought for me. A new perspective on writing content for online small and home based businesses.
One particular angle I want to discuss with you and also get your thouhts on is this...
How do we as online advertisers get a potential customers' adrenaline level to increase enough to really identify with our advertisments, with out "pissing" them off or making them "horny?" (smiles!) Ohhh my... look at the time! (half time that is!) smiles! I missed the entire first half here "kickin'" it with you! I must like you better than the game of football! (smiles!!)
Well... I gotta' go now! I MUST return to my mountain top retreat!
Thank you for taking time from your busy schedule to read this article. I appreciate your time and your effort.
Don't forget what I said!
Have an inspired day! Peace. And always remember...
"Any pursuit is great... when GREATLY pursued!
Copyright © 2007 Nicholas Busbee All Rights Reserved Worldwide
Nicholas Busbee has been in Sales, Public Speaking to groups of up to and over 20,000 people, and Radio Broadcasting as an Air Personality from Classic Rock & Roll to Hip Hop & R+B, (Jazz and Bluegrass Gospel too!) for almost 25 years. His website helps people start their own home based business online or offline, selling Master Resale licensed software,e books and instructional videos.
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