RSSHow to Get Customers to Your Site: Part 3 of 7
This third tip may seem to be a slight contradiction to my last post. But hear me out on this one, especially if you’ve had some ethical dilemmas regarding what I’ve been saying about taking ownership. You may be in a situation where you cannot honestly claim that you are the leader in the industry, or even in a subset of that industry. If you have a root beer business and your own micro-brewery for root beer, chances are you’re not even going to be the leader in the minds of the populace for root beer, let alone soft drinks. So what are you going to do for your online business or home based business?
Well, let’s go back to the Avis strategy that I mentioned in my last post. They were number two and they worked to get business based off of that, by associating themselves with Hertz, the leader at the time, by saying that even though they weren’t the winner, they were close and so they deserved a shot. That might work if you’re number two and have a shot to compete for number one. But what about when you’re not even number 20?
You should disassociate yourself from the top competitors. Sounds hard and kind of counter-intuitive but this works. (Keep in mind that you’ll want to do so in the most positive manner possible for your online business, that will help your site stay fresh and clean). If you sell furniture online, and have an online catalogue (which I strongly recommend that you get), then you can disassociate by emphasizing the low overhead that comes with being small and focus on how those savings are passed on to the customer.
I can’t name the number of times I’ve heard this tactic on the radio recently. Company after company, usually smaller ones, will take up most of their radio spot with emphasis on how their being small helps them better understand and respond to their customers, not to mention how much money they will save. And in today’s economic climate, savings sells big time.
Now it will be up to your discretion about which of these two strategies to choose to make your home based business succeed, but it shouldn’t be too hard to figure out. If you are in a relatively small universe, like nutcrackers, then you should probably seek to make yourself the leader. On the other hand, if your universe is a relatively large one (and usually these are filled by products that are used a lot every day), then you’ll want to disassociate yourself and emphasize your uniqueness and ability to assist, and save money for, the customers.
Filed Under: Internet Business
October 17, 2011 at 12:56 am |
Posts like this brighten up my day. Thanks for tkiang the time.