Long ago and far away, a vocal coach once told me, “You gotta sell that song, honey. You can’t just sing it. You gotta sell it!”
I understood exactly what she meant. If you’re going to give a great performance as a singer, you can’t just stand on stage, looking pretty and singing sweetly. It’s not about getting all the notes right and remembering the words, though that certainly helps. You have to believe what you’re singing. The story of the song has to become your story, and you have to sing that story in a way that has your audience hanging on every word.
The same is true when it comes to selling your products and services. You can’t just put up a pretty picture of your CD, book, program, or whatever along with a one-line description and a “Buy Now” button. You have to sell the song, sistah!
The hard truth is that most first-time visitors to your website aren’t going to buy anything on that first visit… not until they know you a little better. That’s why you have a free “ethical bribe,” to give them a free sample of what you’re all about and start the relationship.
But if your website comes up when someone is doing a search for something they desperately need and want right now, or if they’re in the mood for an impulse buy, they will buy from you… IF you describe your product as the perfect solution to their problem or the very thing to satisfy their shopping hunger.
For instance, if a musician just found out he has an appointment tomorrow with a high-profile music agent who may be interested in taking him on as a client, he will be more than happy to buy your eBook that tells him “How To Get Signed With A High Profile Music Agent On Your First Meeting.” People want help fast when they’re searching online, and they are willing to pay for it.
And remember. The Internet is the land of impulse buys! I’ve made them. You’ve made them. And other people do as well. So, make sure it’s easy for people to buy from you! Here are some tips for doing just that:
Easy To Find
Make it easy for people to find what you’re selling. It would be wise to have a Products and/or Service Page, if you don’t already, but you don’t have to isolate your products to just that page. What about a small, attractive ad in a sidebar? Or a separate sales page? (I’ll say more about sales pages in the weeks to come.)
A Picture Is Worth a Thousand Words
Use a photo or image of your product. Make sure to include that image anytime you list your product or talk about it on your website, in your email, etc. People like to see what they are buying. It reassures them that, yes, in fact, they are buying something real. It reminds them of the olden days when we all used to buy things in stores! We didn’t buy anything unless we could see it, smell it, touch it, open it or even kick it! Remember that?
If you’re selling something other than a product, like a coaching class, a mentorship program or your skill as a piano accompanist, create an attractive logo or image that represents that service. Here’s an example. Again, use your logo as a way to brand your service and give people a visual sense of what they are buying.
How you describe your product or service is critical! Don’t just throw up a picture and a one-line description. Tell people what this product is going to do for them, what they will experience, how their life will change as a result. In other words, what’s in it for them?
Artists! This applies to you as well! Don’t just put up a picture of your CD cover and list the songs. Don’t just show me what your painting looks like. Tell me something about these works of art. What will I “get” by buying it? Will I be transported to rock ‘n roll island? Will my living room come alive with the colors and romance of Paris?
OR… tell me a personal story about this piece or product. Did you record this entire album while grieving the loss of your lover? Did you paint that picture as a way to honor your father? A personal story is a great way to grab the interest of your potential customer and inspire him or her to buy.
What Others Are Saying
When describing your product or service, be sure to use third-party endorsements! You know, testimonials from people who have already bought and enjoyed that product or service. A third-party’s opinion carries a lot of weight when it comes to convincing people how valuable your product is. So, if you don’t have any testimonials, go get some! (I have a system for doing this that makes it easy for you and for those you want to ask.)
If your product or service is brand new and you don’t have any testimonials yet, you can still collect a few. Here’s what I often suggest to my clients: give away your product or service to a select handful of people who would be happy to write a testimonial for you in return. Ask friends and colleagues, people you trust who would be happy to do this for you.
Click Here For An Easy Ride
Now that you’ve really sold your potential fan on the value of your product or service, make it so easy for them to buy it with a “click!” Make sure the “Buy Now!” button is easy to find, easy to read and easy to click! Don’t make your fan go on a scavenger hunt to try to find out how to buy what you’re selling!
Once they click that first “Buy Now” button, the entire sales process needs to be easy, smooth and glitch-free! Have you ever tried to buy something online only to get tangled up in snarly, frustrating and irritating process that made you say, “Forget about it!” and move on? I have!
Your sales process represents YOU and how you do business. If it’s a mess, if it’s frustrating, if it’s complicated, rest assured that your potential client will assume that every aspect of doing business with you is a frustrating, complicated mess.
Test your online sales process. Make sure it’s easy for anyone to buy things from you, from clicking the “Buy” bottom to filling out the necessary information to confirming the sale and getting that product or service delivered quickly and effortlessly.
That’s enough to get you started. Next week, I’ll give you some tips on how to eliminate buyer’s remorse and thoroughly enchant your customers into buying more.
If you have any questions or comments about how to sell from your website, or if you want to share your own product sales experience, leave a comment here. I’d love to hear what you have to say!