Freshly Baked Wealth

When a website is new and not getting the thousands of hits that its owner craves, the temptation is there to buy visitors or accept anyone that accidently clicks on their link. However, as soon as your website starts getting interested traffic and making some sales you will probably realize that any old visitor simply will not do anymore. Think about it: getting a golfer to a cosmetics website is almost considered a step back. But getting a golfer to a golf club review site is good. Getting a rich golfer with a terrible backswing to your tutor website is perfect, especially if he was referred by someone.

So the example of the golfer and the cosmetics site is an obvious one, but it does illustrate a very important concept. Getting a motivated buyer to your site should be where ALL your efforts go to. You should know who you want to visit your website, and you should know how to market to them.

Keeping this in mind there are basically 2 types of buyers that you want:

Firstly there is the ‘desperate buyer’. This poor soul has a rather large problem that he needs fixing as quick as yesterday. Two good examples are people in pain and people in financial trouble. They are almost willing to accept any solution, provided that it delivers results fast. These people almost cannot wait to give you their money and they also like to get their new product as quickly as possible. Great examples of products are medical products, get rich quick programs and fat loss products.

The correct way you should to market to these people is to state their problem to them first. This serves a dual purpose; firstly it reinforces the problem to them, reminding them of it and then making them acutely aware of it, and secondly it shows them that you understand this terrible situation that they are in. Ever noticed how easily someone follows advice when the person giving the advice is a perceived expert or has had firsthand experience in the matter? You know, something in the line of ‘I was so fat I used to block out the sun, but after the first week of using Fat Tazer all the girls in my building started asking ME out’. Just make sure it stays believable.

The second is the passionate buyer. This guy owns almost all of the available books, courses or products on a specific subject and identifies very strongly with what he has learned. That why they say that it’s easier to market to someone that has already proved himself as a buyer. Sadly though this category of buyers often don’t apply what they learn. They are merely seeking another pseudo solution to make them feel like they are doing at least something. Yet they always feel that they need more info or training.

I would think that the correct way to market to this type of person would be to reinforce his connection to the subject. See, when a person passionately associates themselves with a particular field they create an identity around this. Remind them of the identity, reinforce the identity and then give them the chance to reinforce or build upon it themselves. If you would like this person as a repeat customer you should definitely reward them in some way after buying from you. Believe it or not but that reward may be as small as just congratulating them on their excellent decision in buying that new golf shoes, or Star Wars Light saber, or whatever.

What I’ve seen is that these two groups of buyers absolutely love niche markets. If you make it easy enough for them to find your site they might come looking for you and not the other way around. Making your site visible to these motivated buyers is a fascinating study all on its own.