Market with Attitude

By: Marie Johnstone - [marketing]
MARKET WITH ATTITUDE

STATE OF MIND. You may think you've got all the skills you need to market online but, unless you come ready equipped with the right attitude, success is unlikely to ever ride your way.

RIGHT STUFF. The lucky few are just born with that winning formula where everything they touch is turned to gold. If you're not that fortunate, let me show you exactly what traits you need to have - or fake - in order to play to win.

1. ENTHUSIASM. It's dead catchy! If you're naturally enthusiastic, you can't fail to excite and inspire those around you. Everything you do will have an atmosphere that simply sucks people right in. Not your thing? Here's how you can fake it:

* Your website needs that certain 'something' - it should be uniquely you. Write your copy your way - in your own special style.

* Encourage feedback and, when you get it, thank the sender with a personalised mailing which shows that you made time just for them.

* If you find it impossible to get excited by your own products, let others do the hard work for you by using plenty of testimonials on your site.

2. CONFIDENCE. Believe in yourself and what you sell. People are still nervous about buying online and about giving up any personal info. Exude confidence and your visitors will start to feel more confident about you. Lacking in this department? Fake confidence by:

* Always being honest. This means you can always feel 100% confident about what you say because it's the truth.

* Delivering what you promise. People will soon lose faith in you if you don't.

* Putting a '100% satisfaction or your money back' guarantee on your products. If they're really good, you've got nothing to lose.

* Give away free samples or trials of your products. Let people get a taste for what they will get before they buy.

3. CURIOSITY. It killed the cat but it will work wonders for you. Curiosity leads to research and exploration which eventually provide you with better marketing techniques and new products and services to offer. Long term survival online depends on your curiosity as people demand new things all the time. Here's how to get curious:

* Learn by example. See how successful people are doing it by spending time researching their grasp of cyberspace. Pay attention to their sites and their newsletters for inspiration.

* Be prepared to change. If you think you will be a mega success using the same tired techniques that you used more than 12 months ago - think again. You need to get with the times. Pop-ups, for example, used to have a very bad reputation, now they are used by most of the leading success stories online. Why? Because when applied responsibly - they work.

* Ask people for suggestions. Make it easy for people to contact you and send you feedback. Make sure you listen to what people are trying to tell you and act on any sensible advice.

ALL ON OFFER? Enthusiasm. Confidence. Curiosity. These are by no means the only traits which will help you online but they are the three which have helped me the most. If they don't sum you up - then have a look at faking 'em. I guarantee good results.

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