This is Part #4 of a 10 part mini-course:

Since you’re into business, the purpose of your website is to SELL. Nothing else! That’s because YOUR WEBSITE SHOULD HAVE ONE MAIN FOCUS.

Nope, it’s not selling dozens or hundred of products. Nope, it’s not links to several different affiliate programs and NOPE, certainly not a link to Yahoo.com.

Doing any of the above just confuses your visitor, thus decreasing your chances of converting him or her into your customer.

If you’re selling a product or service, it should be clear what ONE action you want them to take. They would either:

· Buy your product or service

OR

· Don’t buy.

But are you going to let them go away just like that? Of course N-E-V-E-R!

So, you need to get your visitors to leave their e-mail address and other essential information for follow-up increases your chance to help you make a sale because the fact is that most people don’t buy on first contact.

To do this, you write a compelling sales letter for your product and post it to your website. You can add images of your product, testimonials from happy customers, and other relevant images. The focus of your website is the sales letter.

Now, let’s talk about the layout of your web page. Your main text color should be black on a white background. You can have other colors such as blue, red and gray on your website, but the background behind the text should be white. The color of your main text should be black. No other exceptions! That is because this is the easiest format to read. You are in business so dress your site in a business manner.

On the technical side, you can choose from three methods to create your own web pages:

· Do it yourself (D.I.Y.) – if you are well versed in using web page tools such as Macromedia Dreamweaver and Microsoft FrontPage to create your web pages then this option is probably the best for you.

· Hire A Free Lancer, Professional or Internal I.T. Team - if you don’t know how to create web pages, you may want to consider hiring professional help as learning how to create your own web pages can be time-consuming. While it can incur high professional fee, this option can be your best value for money in the long run. However, this option should be filtered out if you’re on a strict budget.

· Go to Solobis – if the above two methods are not for you – don’t sweat over it. This suite has been set up to remove not only the technical barriers but also eliminate risks for aspiring but clueless Internet Entrepreneurs at an affordable price. Besides having over 400 beautiful web site templates to choose from, this suite provides other Internet Business tools and services such as Sequential Autoresponders, Pop-Up Window Generator, Mailing List Broadcaster, Article Generator, Killer Sales Letter Generator, Headline Generator, and many more to get you starting your Internet Business quickly! If you are on a strict budget, then all the more you must go to this suite to make your dreams of earning income from the Internet come to life!

Create a unique selling proposition (USP) for you product / website.

Find ways to make your business stand out from the crowd. Make yourself and your web site unique in some way and providing things that others don’t offer. They can be as tangible as half-price sales, contests, seasonal sales, freebies or reports. They can also make your business site higher in quality than the rest.

That is important because there really is no purpose of your Internet Business to exist if you have a million visitors coming to view your site but too few of them actually become your customers (a conversion rate of less than 1% is rated poor).

Here’s what you can do to create your own USP. Take a brand new piece of paper and write, “I know how most…” Then, half-way down the page, write “Well, what I do is…”

The purpose of this activity is to know how most businesses in your field are in the first place and then you write what tells you and your Internet Business apart from them. This will take a while to do. Checking on your competition’s USP is part of the activity, too.

Next, you will want to write out many phrases or sentences. This can take days but it will be worth it for your Internet Business in the long run. Once you have just the right phrase, that will be your USP which you will use to separate you from all of the competition. Now, that is what I call UNIQUE!

Write sales copy that gets results!

Your website must be treated as a sales letter, not a brochure. That’s because brochures don’t sell. Let me repeat – BROCHURES DON’T SELL.

Brochures just inform theirs viewers of a product or service. But they won’t help you make even a sale (unless that is really what you want but hey, I have yet to meet anyone who wants to be in business to lose sales!).

Your sales letter consists of primarily:

· Headline

· Sub-headline

· Benefits vs. Features

· USP

· Free / Special Offer

You have to find a headline that will grab the attention of your visitors or else they will not read the rest of your sales letter. This is very crucial – the headline will make or break your sales letter!

Assuming, you’re selling an instructional video on how to play soccer professionally, so you must come up with an attention-grabbing headline for your product like the following:

“Learn To Play Soccer Like A Pro In Just 7 Days”

Visitors especially Soccer enthusiasts (but not pros) would definitely stop dead in their tracks and read on to learn more about your product. Notice the upper-cased and highlighted words.

WARNING: Do not give false promises or mention something you cannot or don’t intend to deliver in your sales letter in the attempt to get your customers to buy from you. This is important business practice regardless of any form of business you are doing. For instance, if this product cannot guarantee its students to be a Soccer professional in a week, then the product should be named otherwise or not make into the lights of the day.

The sub-headline will encourage your visitors to read further.

The sub-headline will give a spark of hope to Soccer player wannabes who couldn’t help but think that their handicap is stopping them from performing like an Ace on the Soccer field and therefore encourages them to read further.

Since you’ve already got them interested in reading your letter, the rest of your sales letter must tell your potential buyers about the benefits and features of your product. For instance, you can say that your product is the best out there (assuming that is true). You can back this fact by throwing in testimonials from happy buyers who benefited from your product, and testimonials are indeed powerful.

If you have a free offer that can help you increase the chance of making a sale, don’t hesitate to give! In this case, you can give a free one-minute preview clip of your instructional video for your visitors to watch. Should your visitors decide that this is for them, they would buy from you.

Now, isn’t that awesome?

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