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How To Get Your Web Site Vistors To Do What You Want Them To Do

Aug 17, 2007
Most designers treat building a Web Site and writing copy for a Web Site as two different components when it comes to internet marketing. However, the success of your online company may rest with the dependence of the two factors on each other.

Although I usually build Web sites for authors, occasionally I build a site for a retail business or service. I can tell quite quickly when the Web site owner-to-be, hasn't a clue about internet marketing, beyond hearing the hype concerning millions being made on the World Wide Web.

Web sites design comes in many forms, and although we live in a time where everyone thinks they want all of the bells and whistles, it doesn't take that to operate a successful online business. In fact, my mindset is, "The simpler, the better."

Michael Rasmussen recently gave this principle in "The Biggest Secret Of Selling Products Online," He said, "The answer is this: You must sell a solution to an existing problem. That's it. It's really that simple. People have problems in their lives, and if they are searching for a solution to those problems, you can make money from them. A lot of money!"

Most internet marketers' troubles come when they try to tell people that they do offer a valid solution. I understand.

I've done that myself. Actually, I just recently got away from that.

Like most people, I ventured out into the World Wide Web armed only with the knowledge I gained from reading perhaps hundreds of articles, books and reports. This becomes dangerous when you try to show and tell everything you know and do.

This can result in the exact opposite of what you want. Instead of people buying from you, they flee in the other direction to another Web site.

Internet marketing legend Marlon Sanders told me one day, "I wanna throw out something for you to try on your site. Think of the ONE action you want people to take as a result of going to the site. Then write a nice letter with a good headline that explains the benefits of taking that action. (Give) testimonials by people who took that action. (Give) reasons to take that action now."

He continued, "You want to write kind of a letter from the heart. No hype. Just the reasons for someone to take whatever ONE action you want them to as a result of visiting your site. Then you can either split test (using a script) vs. what you have now. As it is now, the page doesn't have a clear focus and is confusing from my perspective."

What Sanders is talking about is called the Most Wanted Response or MWR as coined by Dr. Ken Evoy, of Make Your Site Sell fame. Essentially, since a high percentage of your Web site's traffic will not buy from you on the first visit, then you need to know exactly what you want your visitors to do - in order to keep them from being lost forever.

Your MWR, or to look at it from your potential customer's perspective, the What Do You Want Me To Do (WDYWMTD), can be as complex as making a purchase of a high-dollar product, or as simple as signing up for your newsletter or free report as a keep-in-touch strategy.

Once you know exactly what you want your visitors to do, it plays a huge part in the overall scheme of your Web site. David Frey gives a great example of this in "The Small Business Marketing Bible." Frey, a marketing consultant located in Webster, Texas states, "Put your sign up box front and center on your home page. You'll find I use this strategy on every one of my sites because I've tested it and it works. When someone lands on my sites, there is no confusion as to what I want them to do first, before anything else."
About the Author
Marvin D. Cloud provides a self-publishing alternative at mybestseller.com. For a free writers' workbook and online marketing tips, go to http://mybestseller.com/html/marketing_tips.
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