7 Myths of Internet
Marketing
Excerpt
from a chapter in Website ShowCase by Louise
Coulson
Myth 1 - If we build
it, they will come.
Reality
It is an advertisement and they have to pay to look at
it. You will have to entice them to come with frequent
updates and interesting content.
Myth 2 - If I have
good graphics, that’s all I need.
Reality
People will want to see photographs of your jewelry.
Alternate text should be provided for those who load without
graphics. You will need well-written descriptive and
evocative marketing copy for your site visitor to actually
understand what your pieces are.
Myth 3 - Just set it
up and let it sell for you.
Reality
You will need good marketing copy, excellent photos of
your jewelry from several angles, a seamless payment system
and site credibility that is unimpeachable for people to see
your pieces and part with their hard-earned cash on your website.
Myth 4 -Search engines
will take care of getting visitors.
Reality
You do need to be listed on the search engines, but that
is not nearly enough. It will introduce the site to some
people on-line, but links with other related sites,
participation in newsgroups and mailing lists, and adding
the URL to your printed material and advertisements will
expand your visitor numbers even more.
Myth 5 - A website is
just like a print ad.
Reality
It is included in your company marketing plan, and it
does convey the same image of your company that a print ad
does, but beyond that, the ‘net cruiser requires "currency"
to visit your Web "ad". That currency is relevant
information or entertainment. The up side is that the site
visitor is there on purpose and is paying attention to your
site for the time he or she is there. It’s your job to keep
the visitor there long enough to impress him or her with
your product.
Myth 6 - Always keep
your marketing copy short and to the point.
Reality
Artisan jewelry is an especially personal purchase and
your buyer needs to know how the piece looks and feels, how
they will feel wearing it, what it is made of, what
techniques you used or developed to make it and what
inspired it. They want to know the story of the piece right
down to the little place in Mozambique your supplier
acquired such a stone. Tell the story of your piece to
retain interest from your buyer.
Myth 7 - A Flashy Site
Will Sell My Work
Reality
You read "Sell the sizzle, not the steak" in many
marketing and selling articles and books. What you are
really selling is a solution for the person's problem. Your
customer for artisan jewelry is more likely to buy a product
that fills a need like prestige, enhancing their image as a
unique individual, helping them to be the person they want
to be or any of 100 other needs. It's up to you to
show them that your jewelry will solve their problem.
Myth 8 - If I can get
a visitor there once, I can sell her something
Reality
As visitors return to your site, they develop a
recognition and relationship to your product. People are
more likely to buy something from a familiar place, so the
visitor should be enticed to return with changing content
and relevant information. A one-shot visitor is not all
that likely to buy.
Louise Coulson © 2007
Used with permission of the author
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