SolveYourProblem
Article Series:
Niche Marketing Opportunities
How
to Build a Niche Mini Site
by Jeff Cohen
The most effective way to sell your niche
product or service is to build a niche mini site, which in
its simplest form has only three pages:
- A
sales page
- A
payment processing page
- A
thank you / download / order fulfillment page
Let’s take a look at each of these pages:
1)
The sales page
This is a carefully constructed web page which gives your
visitor two options: either buy your product or leave. Obviously
you must do everything in your power to stop your visitor from
leaving without buying, and this is where a few sales page
basics come into play... Use each of these features in the
order they are presented:
~
The headline
You need to state a compelling and powerful benefit your customer
will receive from owning your product.
~
The introduction
Your introduction should explain the problems facing your
customers that your product will solve. You do not mention
your product at this point, all you are doing is making your
customer feel comfortable because you know and understand their
problem and their pain.
~
The lead-in to your product At this point you need to introduce your product. This takes
two forms, the first being a visual representation of your
product and the second a description of your product and how
it solves the problems you outlined earlier.
The visual representation is particularly important if you
are selling an e-product (an intangible product that your customer
will download onto their computer). The visual representation
could be a picture created to look like a physical book or
the box that a physical software product would be packaged
in.
~
Customer testimonials
Customer testimonials are a very potent motivator to somebody
who is unsure about your product or service. After you have
introduced your product or service you need to display any
testimonials you might have from your satisfied customers.
To start with you won't have any testimonials leaving you
with two options:
- The obvious... Don't include a customer testimonial section.
- Advertise free copies of your product in exchange for testimonials.
~
Benefits
An important part of your sales page is a list of benefits
explaining how your customer will benefit from owning your
product. These benefits will create the desire for your product.
~
The call to action
In this section you will ask your customer to buy your product.
You may wish to include a few free bonuses to make your customer
feel they are getting a good deal. You might also wish to include
some kind of deadline which could motivate an undecided customer
to purchase; the thought of loosing out could just tip the
balance in your favor.
~
Your Guarantee
People are very nervous about buying on the internet, so offering
a guarantee will put them at rest.
~
The Summary
This is last part of your sales page and where you summarize
your offer. You need to state your major benefit once more
and ask the customer to buy.
2) The payment processing page
In nearly all cases you have little control over the design
of the payment processing page you use. It largely depends
on how you process payments for your product or service.
Most payment processors (and all third party payment processors
like PayPal, ClickBank etc.) have their own processing pages.
You would be given a code to use on your sales page and when
a customer clicks the payment button they will be automatically
taken to the third party payment processor's page.
3) The thank you / download / order fulfillment page
As soon as your customer's purchase has been verified they
will be forwarded to your order fulfillment page. If your customer
has never purchased anything online before, it is quite possible
this was a traumatic experience. To put their mind at rest
and to complete the transaction, your order fulfillment page
should:
~
Put your customers at ease
It is vital that you inform your customer that their payment
has been verified before giving them any other information.
Tell them what to expect on their credit/debit card statement.
~
Describe how your customer's order will be fulfilled
Explain to your customer, in detail, exactly how their order
is going to be fulfilled.
For offline fulfillment, explain when their purchase is going
to be shipped, how it is going to be shipped, and when they
can expect delivery.
For online fulfillment, you need to explain how they can download
their product. If you have used a compression tool, explain
how they can uncompress (unzip) their product. If you have
used a special medium for viewing your product, explain what
your customer needs to do in order to view you product, for
example most e-books are created as a PDF file and so Adobe
Acrobat is needed in order to view them.
# # # # # SolveYourProblem.com : 2007
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