Why Break The Rules Of Selling?
By Joe Robson

Recently, in a high circulation daily business newsletter, I followed the thread of a discussion on ways to maximize visitor/sales conversion rates of Websites. Here's my contribution .....

It saddened me when I read the suggestions and comments of so many experienced Internet Marketers, regarding the maximizing of conversion rates.

Or should I say it's what I DIDN'T read that caused dismay.

Why?

Hardly a mention of the single overriding factor that can dramatically increase conversion rates in any form of advertising - on or off the Web....

The right WORDS!

The accumulated experience of successful marketers over the last 8 decades, proves overwhelmingly that it's the WORDS that sell the product. Why else do traditional bricks and mortar sales operations employ sales staff?

If the presentation of their goods in verbal or written form was of secondary importance, wouldn't they find it easier and cheaper to simply display their goods and wait for the customer to buy?

Wouldn't Insurance companies, Auto manufacturers and house builders simply advertise the price and technical specifications to their prospects, and wait for them to thrust their check books in their faces?

Yet on the Web, that's exactly what many of the SAME businesses attempt. Then they wonder why their conversion rates are so low.

Sure, they spend time and money driving traffic to their sites. They employ highly skilled designers to improve the site's appearance. And they frantically introduce every high tech gizmo that hits the market.

But the idea of employing a professional Copywriter seems to fall well down the list of priorities. Yet offline, these same companies would never dream of writing their own Sales materials!

Do they think that when someone visits a Website, her needs and buying habits miraculously change? Does she strangely have a new set of needs and wants as soon as she sits down in front of her monitor?

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I specialize on internet marketing and online entrepreneurship.
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