How to Succeed in Business
By Jennifer Stewart
A few years back, there was a musical and then a movie called, "How
to Succeed in Business Without Really Trying." It was, of course, fiction,
because to succeed in business, or anything else for that matter, you do
have to try.
You have to try, you have to plan and you have to work. But when you�re
doing it for yourself, it�s more like fun than work. Ask anyone who has
built a successful business and you�ll hear the same response, "I do it
because I love it!" The money, the prestige, the material trappings are
bonuses.
All the experts agree that to succeed on the Web there are three key
areas you have to address:
A PRODUCT
You need a product that people want, that people need and that exceeds
their expectations.
A SITE
You need a site that tells customers what they want to hear, not what
you want them to know.
TARGETED TRAFFIC
You need to attract those visitors who want your product.
Let�s take a quick look to see how you can develop (or acquire) a product
that meets the needs of a significant market; build a site that helps visitors
decide they must have your product and then attract hordes of potential
customers who are begging you to take their money!
WHAT DO PEOPLE WANT?
Surveys of online behaviour have consistently shown that the ten most
popular activities on the Web are (in order):
* searching for information on the search engines
* reading news and sport
* finding work
* learning something new
* downloading software
* finding out about travel
* chatting
* investing and making money
* playing games
* shopping
These same surveys have also revealed that the most bought products
are hardware and software, books and magazines, travel, music, and investment
choices (i.e. advice and information).
When asked why they shopped online, customers cited the following:
* convenience
* no pressure from sales representatives
* quick
* ease of access to information
* availability of reviews of products and recommendations.
HOW DOES THIS HELP?
Armed with this knowledge, you can now look for a product that you know
people want ... and what do they want more than anything else?
Information!
People want to find out how to build a website, a boat, a doll's house;
they want to know how to make candles from beeswax, how to fix their lawn
mower, how to buy a diamond. They�re interested in knowing how to tell
a fake piece of art from the real thing, what to look for when buying a
used car and how far it is to the moon.
In other words, no matter what you know, you can guarantee that someone,
somewhere would love to learn from you.
Information sells on the Web and there are some excellent books and
programs that will help you unlock your knowledge and make it accessible
to others.
WHAT MAKES A SUCCESSFUL WEBSITE?
Look back at the five reasons why people buy online, then make sure
your site offers each.
Convenience: that means your site must be easy to navigate -- most good
programs have something similar to the Shared Borders feature in FrontPage
to allow you to have the same nav bars on every page. Don�t change the
order of links, this just confuses your visitors and makes them angry.
If your visitors have arrived at your page from a link that promises
them a free report on What to See in Kakadu National Park, make sure the
report is there. Don�t make them click on three more links to find it and
don�t make them search up and down your page to find the link -- use a
bookmark to send them directly to the spot.
No Pressure: we all know how annoying it is to be pestered by an over-eager
sales rep when we�re still "just looking;" his/her counterpart on the Web
is the pop-up window that demands we subscribe to a newsletter, download
a trial program, visit another site etc etc.
Forms that require in-depth information about our income, address, occupation
and so on also fall into this category. If you�re offering a free report,
newsletter subscription etc, all you need is an email address and possibly
the person�s name. Once you have these, you can build up a rapport over
time and then request more details if absolutely necessary.
Quick: the great thing about shopping online is that you don�t have
to waste time travelling to the shops, finding a parking spot and standing
in lines. It�s a time saver.
So make sure your page loads quickly -- there are numerous articles
which outline the do�s and don�ts of web page design.
Ease of access to information: the Internet allows you to put up unlimited
information about your product, so make sure you have enough to cater for
all interest levels. Some would-be buyers just want to know how big and
how much; others will want to know all the specifications; have this information
available.
Put the basic details on the main page with links to the extra information
(include photos, diagrams etc) whatever is appropriate for your particular
product.
Include a Frequently Asked Questions page, where you can give answers
to all those typical questions people ask and satisfy your customer�s concerns
immediately.
Reviews and recommendations: everyone feels more comfortable about buying
something that�s been recommended, so include a page of testimonials from
real past customers (include full names, company names, location etc).
You can include links to that past customer�s website if you wish but don�t
include email addresses.
If your product has been reviewed by an independent person, include
the comments because this adds a great deal of credibility to your product.
Have short extracts to each of these on your main page, with links to
the full review or testimonial.
Building a site like this will help your business succeed; the third
area involves attracting targeted buyers to your site once you�ve built
it and one of the best ways to do this is through listing with the search
engines.
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