One of the Internet's biggest problems is that many
people don't quite trust it yet. All new forms of media
go through this early in their existence. When
telephones first came out, people were scared to death
that scoundrels would use them to steal their daughters.
Early radio stations were so alarming to the public that
governments around the world practically tripped over
themselves hurrying to enact stern protections.
The Internet is having some of the same problems.
When the general public is asked why they don't buy
more things on-line or from businesses that market on-
line, many admit that they're afraid of what lurks behind
this incredible new technology.
Of course, much of this is simply fear of the new and it
will gradually disappear. In the meantime, here are five
simple, but very powerful, things you can do to help
prospective customers trust your on-line marketing.
1. Tell readers about YOU. Include yourself in
everything you do on-line. People want to know WHO
is behind the sales letter, the web site, the product line,
and the offered service. Don't be modest. Supply
prospective customers with lots of details about you,
your business, and how your business got started.
Let readers know why you do what you do.
Putting yourself into your marketing gives your on-line
advertising a human touch. When readers feel they
know you, they begin to trust you.
Ruthie sells her custom made afghans from her web site.
Each page includes her photo in the corner. Her
grandmotherly image, smiling at the prospect, helps to
put on-line shoppers at ease.
2. Give full details about your offer. Don't leave people
guessing about what you're selling. Rather than reading
through five pages to find out what you're up to, the
vast majority of readers will click away if they think you
are trying to confuse them or have something to hide.
Tell people right from the very beginning what you are
selling.
3. Stay away from cliched marketing. Many people
associate copy that starts with "I threw it away" and
"Read this twice, then read it again" with get-rich-quick
schemes sent as unsolicited e-mail. It's much better to
start your on-line marketing with a headline that outlines
the most enticing details of your offer. Then quickly fill
in the rest of the basics. After that you can include full
information for the reader that wants all the facts she
can get.
4. Include a guarantee to reduce the risk of buying. A
30 day money-back guarantee is required for mail order
items. Some on-line businesses have extended that
guarantee to 60 days or even a full year. It's hard not to
trust a company that stands behind their products and
services for that length of time (and in practice, very few
people will ever ask for a return or refund).
5. Supply prospective customers with more traditional
ways of contacting you. Give phone numbers, regular
mailing addresses, and include the names of principle
members of your company. This reassures customers
that you are a "real" company and your claims can be
trusted. Such disclosure is also being required in state
legislation and proposed regulations.
In the end, few things are as valuable to a business as
customer trust. That's why famous trademarks and
widely known franchises are so important. Their names,
products, and services are familiar and trusted by the
public.
Work to achieve a personal touch in your on-line
marketing. Be clear about what you're offering and
provide reliable service. You'll be giving prospective
customers plenty of reasons to trust you.
Kevin Nunley helps small and mid-sized businesses build effective marketing. Reach him at DrNunley@aol.com or at (801)253-4536. Ask for his free marketing report and list of Special Reports and Tapes that make you a marketing whiz in dozens of areas. Also ask how he can help you build your on-line presence.
