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Your Ad Copy Is Not Producing Sales Today I would like to explore some reasons why a prospective customer may not buy from you. Aside from the normal window shopper, or browser that is just bored and is just looking for the lack of something better to do at the moment. Of course we are looking at these as reasons that apply to your on-line business, however I am sure you will see how they could also apply to an off-line store/business as well. So let's take a look.
1. You are not establishing a feeling of safety when your customer wants to place an order. Keep in mind that this is the internet and you will need to have reminders in the form of seals from known on-line security systems that will put your customers at ease. Always, let me repeat that, ALWAYS have the statement posted that you will keep all their information confidential and that you would never sell, rent, or share their e-mail address with anyone.
2. Your ad copy does not flow fluently and is not pleasing to the eye. Your headline is not attractive to your intended targeted audience. You have not included any testimonials or guarantees in your ad.
3. You have not suggested that your visitors bookmark your page for their convenience in order to make their return visit easier, nor have you wished them a nice day. Since most people do not make a purchase on their first visit, always suggest that they return and give them the opportunity to sign up for your free e-zine or e-mail announcement program to keep them up to date on any changes or new offers at your site.
4. You set up your website without putting an About Us tab in your navigation bar. To make yourself more professional and trustworthy you must have this section. You will need to state your qualifications in your line of business, including years of experience, your company policy on sales and returns, customer satisfaction and your contact information. These things will put your customers at ease and will feel more comfortable doing business with you since they will have a sense of who you are and feel as though they actually know you, and more importantly trust you.
5. You have very limited forms of payment choices for your customers convenience, and you do not have alternate choices for ordering. You will find that even if you have made your site as secure as possible some people would rather order from you via, mail order, phone orders, fax orders, or e-mail orders. So implement as many of these methods as possible and remember in today's world it is a must that you accept credit cards either through a merchant account or PayPal, or other respected on-line money processors.
6. You have not taken enough time to make your web site look professional. Your website should have your company name as it's domain name, or at least be yours and not a shared name, the site should have an easy flow to it in order to make your customer's navigation simple and unobtrusive. All the text and graphics on your site should have a central theme that they all point to.
7. You started your ad copy with your free give away. When you are going to make your ad more attractive with free items as a bonus, or if you offer a percentage off the base price never start your ad with that information. This may cause doubt as to the quality of your product. Make your sales pitch first then bring in the bonus offerings at the end as a means of sweetening the deal.
8. You are not reaching your targeted audience that would buy your product or service. You are not advertising in the proper market. The quickest way to correct this would be to follow up with the customers that did buy from you and ask them to let you know just what it was that attracted them to your site, and where they seen your ads.
9. You never make changes to your ad copy and it becomes stale and mundane. You must constantly test your ad copy in different markets and you will need to keep the content of your ads up-to-date with the changing times. Make it new and fresh regularly, while keeping in mind that some ad copy that draws very well should maintain the core of the ad and just change the little things for minor improvements.
10. Your ad copy does not contain any urgency to buy now. Without placing an urgency message line in your ad copy to entice your customers to buy now they may put off their purchase to a later time and may even forget all about your product or service and never buy. Make use of a dead line for the special price or free offer as your bonus. This way if they want what you offer they will buy now so as not to miss out on the bonus offer.
Now analyze your ad copy and website and see if any of the above reasons for lack of sales exist within them. If you have made any or all of the mistakes mentioned here then by all means go back and correct the situation. Once you have made the necessary changes begin to test your new and improved ad/site and track the promotion/marketing and log in the increases in sales. Best of luck in all your business efforts.
Roy J. Keller
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