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------------------------------------------------ "Business Builders" series - Part 1 - Why Brands Fail. ------------------------------------------------ It is critical to your online brand building success that you really understand your visitors needs and expectations. Too many potential online "Super Brands" fail because their owners regard their online life as a hobby! Even if you are part-time, or on a limited budget, you must regard your business as a serious, professional, operation - and project this image to visitors to your site. You are negligent of your own brand if you do not!! Customer Needs: --------------- All potential customers, either online or in the "real" world, come with basic needs. For example, in the restaurant business the basic need that drives a customer to the door would be for food, even if they also wanted entertainment and a quality environment. No matter what your product or service, your customers must be able to recognise instantly that you are able to meet their needs. Online, that means that your website must be clear of clutter and that the action you require visitors to take (i.e. subscribe to a newsletter, buy a product you recommend) should be crystal clear. If your message lacks complete clarity, you can expect hard-earned visitors to simply surf away from your site - to a competitor who can more obviously meet their needs. You simply can't afford this. Have a look at our homepage at http://netblueprint101.com The only purpose of this page is to collect email addresses via a newsletter subscription. Once I have these leads, I can follow up on them at a later date, as many times as I choose, to recommend products or justify good reasons to associate with my company. Customer Expectations: ---------------------- There is so much hype online!! Your potential customers also come with expectations, over and above having their basic needs satisfied. Again, to use the restaurant trade as a context, the food supplied will be expected to be the right temperature, well presented, on clean plates and promptly served! If you choose to represent poor quality products to your chosen market niche - guess what kind of results you'll get! Whatever products or services you intend to provide, they must represent great value and deliver on the promises you make in your sales process. On the Internet, many potential customers need even more reassurance than they might if they could inspect your products physically. You may need to offer a strong guarantee to get that sale, or back up the sale with consultation or training time to ensure your customers get the best from their purchase. Fail to meet these expectations and you could spend your valuable time on refunding "money in the bank". The WOW Factor: --------------- You WOULD CHOOSE to do business with someone who over delivers, time after time!! If you can consistently meet your customers needs and expectations, you are then in a position to create the real "WOW", which is your hook to creating a loyal following on the Internet. You'll need to find little extras (free reports, product samples, additional products that have a strong appeal to your customers), that will support the decision to buy exclusively from your business - rather than you become "one of the crowd". Believe me, this is not difficult - the Internet is full of free stuff, much of it available with a little effort and a bit of targeted searching. Question: --------- Can a customer be Wowed, even if you don't meet their basic needs and expectations? Almost certainly not - a breakdown in matching needs and expectations almost always means that a sale doesn't proceed, or if it does you can expect to work doubly hard to recover disappointed prospects. --------------------------------------------------------- Don't forget - I'm giving away a best selling e-book after Part 5 of "Business Builders". You'll get the link by email, and will have immediate access to research that cost the author thousands of dollars and man hours. ---------------------------------------------------------- To Your Online Success, Les Sheppard. Blueprint is the publication of Netblueprint101.com 2003. Visit us on the web at http://www.netblueprint101.com/about.html for more information on how you can build a complete Internet business from scratch! Recommend Blueprint to your friends. All subscriptions simply need to be sent to [EMAIL PROTECTED] with "Subscribe" in the subject line. The Clarence, Long Curtain Road, Southsea, Hants. PO5 3XX. UK. To unsubscribe or change subscriber options visit: http://www.aweber.com/z/r/?TAyMjMxMtMysnGzMDIxs ------------------------ Yahoo! Groups Sponsor --------------------~--> $9.95 domain names from Yahoo!. Register anything. http://us.click.yahoo.com/J8kdrA/y20IAA/yQLSAA/BCfwlB/TM --------------------------------------------------------------------~-> Yahoo! Groups Links <*> To visit your group on the web, go to: http://groups.yahoo.com/group/kumpulan/ <*> To unsubscribe from this group, send an email to: [EMAIL PROTECTED] <*> Your use of Yahoo! Groups is subject to: http://docs.yahoo.com/info/terms/
