How to create a website that sells

By Michael Cloke

What every website owner ought to know about direct response marketing

In today’s digital world, information is the new currency. Google’s mission is to organize the world’s information and make it universally accessible and useful.  Your website has approximately 5 seconds to communicate to your visitors that they’re on the right page, and a further minute or so to convince them to continue reading on and engage them in dialogue.

1. Audience Your audience will be someone just like you. They use their brain to make a living and attend professional development courses, conferences and seminars. You’ll need to understand and profile your audience.

People are searching for information about anything that you can think of, from financial, health and fitness to family and relationship advice.

2. Expert This means that whatever knowledge, experience, expertise or wisdom that you have, others will want it and are willing to pay you for it.

Positioning yourself as an expert in your field through giving away high value content via an authority blog, articles or social media posts is critical to your success.

3. Research The starting point in niche marketing is research.

There are two types of research.

1. Primary research
2. Secondary research

Primary research is carried out by your self and can be a questionnaire, focus group or any other type of market research surveys.

Secondary research has been carried out by some one else. This is often called desk research.  

Start with a broad industry to research and then use Maslow’s triangle as well as your own business knowledge and experience, existing products and services and intuition.

Take notice of any hunches or gut feelings that you may have and write them down.

Next look and identify the psycho graphic, geographic and demographics that you can apply.

Spotting potential niches in which you can solve a problem for a group of targeted prospects is much easier than you would think.

One of the first steps you must take to find a niche market is performing market research.

A great place to find where people are talking about topics solely within a particular niche is Google.

Google is by far the best way to conduct desk top research form your PC.

Google Search
• Google Groups
• Google Communities
• Google Trends
• Google Keywords
• Google Blogs
• Google Alerts

It’s now time to head over to Google and perform more research about finding internet niche markets and spotting potential. To check if there is a market (gap) for the niche ideas you have found, put your niche keyword phrase in quotations like “online dating for bikers” and do a quick search on Google. Google AdWords has a useful keyword planner.

3. Maslow’s Hierarchy

Here are some good examples where Maslow’s triangle can be used in direct marketing.

Level 1. Biological and Physiological needs air conditioning systems, health food and drinks, dating advice, sleeping and digestions aids.

Level 2. Safety needs income, social security benefits, government institutions, Church’s and Samaritans, roadside recovery, home security products (alarms, etc), home and contents insurance, life assurance, health gyms.

Level 3. Love and Belonging needs dating and match-making services, marriage, children, clubs and membership societies.

Level 4. Self Esteem needs education, cosmetics, fast cars, home improvements, furniture, fashion clothes, jewellery, lifestyle products and services.

Level 5. Self-Actualization needs University guest speaker, personal development and growth coach, mentoring others, generosity, philanthropy.

Only 2% of population are self-actualizers, so they don’t constitute a very big part of the mainstream market.

4. Your Solution A good information product solves a problem and/or answers a difficult question, it understands and empathizes with a specific pain point and provides a solution where there is little or no perceived option.

It delivers the desired outcome and gives access to expert knowledge and advice.

8. Website DesignThere are many web designers that can create stunning looking websites, but are not fluent in marketing, especially direct response. You’ll need to provide the intellectual rigour and a tight brief so that you get the functionality required for building a sales funnel.

5. Marketing Funnel Your landing page (LP) is the top and entry point of your website. The aim is to exchange highly valuable information in exchange for your prospects email address.

Email marketing, auto responders, education based value pages, checkout, thank you, up-sell and down-sell, and download/membership area are the key pages to design.

6. Copy writing Headline (h1) and sub-headline (h2), page titles, description, keywords, and the quality of your on-page content are essential meta data that search engines use to index your webpage.

Direct Response Marketing

David Ogilvy of Ogilvy & Mather famously said “We Sell Or Else” and called direct response his secret weapon. 

There’s a lot more to tell you about direct response, but I don’t have the room for it all here in this article.

In the next article, you’ll learn how to write headlines, content and call-to-actions that sell.

To get FREE instant access to the Direct Response Marketing DRM 101 article, simply enter your email into the form below.Michael Cloke



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