Small Business Ideas Newsletter – How to PREsell ANYTHING on the Net

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How to PREsell ANYTHING on the Net

A few days ago, a good friend I'll call Susan called to chat. Both of us lead busy lives, so it's always a treat to take time out to catch up with her.

After exchanging garden variety small talk about family and friends, I asked her how her business was going. Good, she said, but went on to say she thinks it could be much better.

Susan is a highly successful realtor and entrepreneur who understands the Internet's potential. She was one of the first realtors in her area to put up a website.

Her goal was to begin building a relationship with potential buyers. This way, when it came time hire a realtor, she might be a first choice to represent them.

So far – so good.

Problem is… Susan is in a highly competitive market. Thousands of realtors in her area have websites.

Coldwell Banker, the national realty company she represents, offers pre-packaged websites that can be customized with her personal information. But Susan is a savvy enough businesswoman to know she needs a site that will set her apart from all the others.

Knowing my business involves creating websites, she mused…

"At this point, I'm just not sure of the approach to take. I want visitors to know I care about them, that I know this town like the back of my hand, and that I can help make the entire buying or selling process as quick and painless as possible. Do you have any suggestions?"

Following are three rules I outlined for her. I believe they are a truly powerful approach for long-term success on the Web. They can apply to any small business website… so I present them to you to help your small business grow.

Always remember WHY people use the Internet – they are looking for information. Delivering it shouldn't be a problem, especially if your business is one you know something about and have an interest in. What matters is HOW you deliver it.

Rule #1 – Speak to Your Visitor As You Would a Friend

You don't have to be a skillful writer to tell a good story. All you need is the ability to 'speak' to your visitor as though she is a friend who stopped by for a visit.

Speak as though you're having a friendly 1-on-1 chat with her. Let her know you're glad she stopped by. Share your own personal experiences with her. Pose questions. Offer some helpful suggestions.

This approach tends to engage her, which makes her want to stick around. She starts to feel at ease and wants to keep reading. After a while, she begins to see you as a person just like she is, and she begins to 'like' you.

Now you've made a real connection.

Rule #2 – Tell a Great Story

People buy things for emotional reasons, not rational ones. That desire doesn't come from a bunch of dry facts delivered in an impersonal corporate voice.

No matter what the theme of your site, imagine the best things about it and tell an interesting story.

In Susan's case, her story might take you on a tour… not of homes for sale… of the town where she sells real estate. It would include a bit of town history, some interesting areas, maybe a funny story about crazy old Uncle Harry, and local events.

Put your own energy and enthusiasm behind it. Just make sure it's real. No matter what you're selling – or PREselling – everyone needs to win in the end.

The story – blended with your own personality – makes your site three times better than someone else's. It's an investment of time and energy upfront, but once you've got your story nailed down, it does all the work for you – without you having to spend another minute.

Your well written story has now helped you make a new 'friend' who is warmed up and ready to buy. This is the definition of PREselling.

AND…

…your have established yourself as an authority in your field.

Rule #3 – Give Them the Information

Once you've tapped into your visitor's emotions with your story, it's time to give her the details. While detailed information don't make the sale, this step is almost as important as telling the story.

Maybe your site's theme is antique leather chairs. You explain all the bits and pieces of information about them – the styles of chairs, where they were made, the type of leather used, colors, overall condition, and so on.

The detailed information won't help you sell more real estate or antique leather chairs. What it will do is help your visitor justify her emotional decision to buy. It makes her feel good about the decision she's already made.

Let's Recap What You've Just Learned

Rule #1 — Speak to visitors as though they are friends.

Rule #2 — Tell a great story.

Rule #3 — Give them the information

Bottom line?

Your knowledge and passion for your business – YOUR story told in a compelling way – is what will win the day.

Creating web pages that turn visitors into 'friends' who are ready to buy will take some time. But if you apply the three simple rules I've just outlined, it will be much easier to do.

And… you will only need to invest the time once.

What you decide to do is ultimately up to you. For some, the hardest part is DOING it.

But if you do, I don't believe you can miss.

Susan is incorporating these changes to her site now. When she's finished, she will have such a strong competitive edge, her competitors will be left in the dust.

Site Build It! can help make this process painless. Why don't you take a look at what it can do to help you gain the competitive edge in your market?

You can learn more about Site Build It! here…

[ Ed. Note – You are welcome to use my articles on your website WITH the 'Author's Resource Box' included. You may not alter, transform, or build upon this work. ]