10++ Lessons Learned Outside Of The "Make Money Online" Niche

[MarkR]

Almost daily, I'm reminded of some basic lessons that online marketers need to remember when marketing to almost any niche except the make money online niche. People that aren’t Internet Marketers don’t know what we know, aren’t used to doing things we do, and don’t think like we do.

Lesson#1-Our customers don't always know what a "list" is. Or what an “autoresponder” is, or what a “double opt-in” is, or why they need to "confirm" their "subscription" on "AWeber" to my "list". Terminology is important.

Lesson#2-Our customers don't always know what a "PDF" is, or an "eBook", or a "digital file" or an “electronic download” or even a “downloadable file”. While I'm off selling my "eBook" to many folks on my list and thinking I'm a pretty smart guy, I get questions from my list like "What will the cost be to ship the book to Malta?" Duh, I'm an idiot sometimes.

Lesson#3-Our customers don't always know what a "membership" is. I sometimes assume they know there’s a monthly fee and they don’t get a “real” membership card mailed to them, and they can’t sign their friends up, etc. While I think I’ve explained everything, I get the occasional “what’s does ”content” mean?” or “what does “timed delivery” mean?”. Ahhh…back to the drawing board.

Lesson#4-Our customers don't always know that a PayPal button can be used even if they don’t have a PayPal account. Yes Mister subscriber, credit cards, debit cards work to.

Lesson#5-Our customers are sometimes nervous (Spam) about clicking ridiculously long links from AWeber, or tinyurl/bit.ly/cli.gs type links. It kills click-throughs. Note to self - use domain names they are familiar with and do redirects.

Lesson#6-Our customers don't speak the same language we do. Colloquial terms, certain humor, references to domestic current events, etc. are many times lost on our customers. Their holidays are different too.

Lesson#7-Our customers don’t all live in my time zone. I’ve got to stop sending emails that talk about “tonight” when it’s already night time there. And my tomorrow might already be their today!

Lesson#8-Our customers don't always transact in US dollars. The exchange rate for some countries makes our $7/$17 products unaffordable. Would I be willing to sell that $17 product for $4 in certain countries, or maybe not sell in that country at all?

Lesson#9-Our customers don't always have a high-speed Internet connection. 32/50/63MB downloads don’t work on dial-up. Break those downloads into manageable chunks.

Lesson#10-Our customers don't always have a Zip utility and know how to use it, or run the full Microsoft Office suite, or have Adobe Reader loaded, or all use Internet Explorer.

Bonus Lesson-Our customers don't always tell us what’s on their minds. Why didn’t they buy? Don’t they trust me? The product’s great and dirt cheap, what's the issue? I need to communicate more and find out what they are thinking, do surveys, split test more, and try new subjects/headlines.

So, what lessons have you learned outside of the make money/IM niche? Please share.

Mark

[Paul Hancox]

Great list. Sometimes we make BIG assumptions about our audience. Just because something is easy or understandable to US doesn't mean it will be to our audience.

I was reminded of this by a tweet I read a few days ago, where someone was talking about how she was enjoying the winter snow at the moment.

I was like.... eh? Winter? It's the middle of August! You mean to tell me not everyone has their summer in August?

She was an Australian. So the answer was, I guess not.

But that goes for just about everything, as you point out... currency, time zones, language (i.e. "fall" is called "autumn" here in England), customs, and much more.

[MarkR]

Paul,

Good points.

I find myself writing AR broadcasts, then re-reading them to look for content that might not work in other countries and re-word it. It's not a bad habit to get into.

When my subscriber asked about eBook shipping charges to Malta, it reminded me that we make way too many assumptions about who we're communicating to!

Ya, it was 94 degrees (F ) here a couple days ago...how could it be snowing somewhere? LOL

[Derek S]

MarkR I LOVE it!!

Every niche I am in is far from the make money niche and agree with everything.

my biggest issue is people not understanding what an eBook or digital product is. Many often order and mail me when they can expect it in the mail.

I even go on in the sales copy and mention exactly what a eBook is and why that is better than a physical copy( Instant gratification "no waiting" and no expensive shipping fees)

I found using just a download button will hurt your conversion with an audience over 30 or anyone with a prehistoric computer. The word Download raises a few red flags with my market. they think anything from virus, too complicated or that their computer will just not be able to download it.

I use two buttons now...

A text link that says "Click Here To Download Now..." and directly below that I have imitated Amazons "Add To Cart" button. Nearly every visitor feels they have two option and are clueless they are really the same button. More options = more conversions (even if each options the same, just worded differently)


cheers,

[Ron Douglas]

Great points. I can definitely relate =). Here's a few more:

- Many of my customers assume that every link on my site (including Adsense ads) are personally endorsed by me.

- Many of my subscribers think the word "subscriber" means that you're going to ask them to pay for your emails. They often email me saying "I thought you said this newsletter was free!'

- Many of my subscribers have trouble with basic copy and paste. That means that double opt-in doesn't work well if they can't click the confirmation link.

- Many of my customers flat out refuse to use PayPal, but they will give you their credit card information on the phone or even in an email.

- Any ebook cover displayed is automatically assumed to be a physical book - even if it clearly says that it's an ebook or pdf download.

- Many of my subscribers simply do not read. They read the first sentence, scan the body, and read the last paragraph and PS. Any significant points in the body need to stand out to capture their attention.

- My customers and subscribers look forward to receiving my emails. When I go a week without sending one, I get complaints like "why have you stopped sending me your emails"

- I have a group of long term subscribers who will not unsubscribe because there is something in the content that they look forward to receiving. I can send out solo emails, launch promotion emails, etc - as long as I keep sending the content they want, they keep opening the emails.

[George Wright]

Hi,

Great subject and very true.

I've learned that some WILL NOT use a credit card for fear that they will be charged again or over charged.

Although I haven't done it yet I'm going to start offering more free products to make them really want my main product and in the free products I'm going to explain the joys of prepaid debit cards. Almost anyone can pick up a prepaid gift or debit card and use it online.

Also there is a whole crowd out there that will not buy anything online. However they will buy from eBay. I'm going to start putting an eBay link on my sales pages with something to the effect. "If you wish you can purchase this through "trusted" eBay."

George Wright

[Intrepreneur]

Originally Posted by George Wright

Hi,

Great subject and very true.

I've learned that some WILL NOT use a credit card for fear that they will be charged again or over charged.

Although I haven't done it yet I'm going to start offering more free products to make them really want my main product and in the free products I'm going to explain the joys of prepaid debit cards. Almost anyone can pick up a prepaid gift or debit card and use it online.

Also there is a whole crowd out there that will not buy anything online. However they will buy from eBay. I'm going to start putting an eBay link on my sales pages with something to the effect. "If you wish you can purchase this through "trusted" eBay."

George Wright

Georgre Wrright you are right..also explain the benefits of PayPal too and also the secuirty key you get with PayPal as an extra.

I hope it works out for you as people really do need to stop thinking of the consequences and start learning the ways around it all.

Maybe the richest Warrior could start a world wide campaign teaching people about shopping online safely.

[MarkR]

Derek - Ya, just the word "download" scares non-IM people. What am I really downloading? Can I trust this Mark guy?

Ron - Perfect additions! Thanks for chipping in. You're so right on the eBook covers lol. "But I'm looking at the actual book, how can you say it's electronic?" "It's right there!".

George - You're absolutely "Wright" (couldn't resist). I think the whole credit card / electronic transaction / credit card theft issue is one of the biggest things holding us marketers back. If we can get over that hump, we'll make some serious money! Ya, buy through "trusted" eBay (using your PayPal account tied to your credit card).

Any more lessons learned to add to the list?

[Istvan Horvath]

Very interesting thoughts, indeed!

Even though I used to teach cross-cultural communication skills to local service providers (a must in immigrants countries like Canada...) - I tend to forget about it because somehow we like to think that IM is so "international" that we don't need to pay attention to cultural differences.

Thanks for reminding us how important the proper communication is!

[Intrepreneur]

Originally Posted by MarkR

Any more lessons learned to add to the list?

I think that you should use tactics over anything else here. Peple respond to advertisments that they care about (so you can send them to page with a secure shopping ad).. or maybe us warriors could setup a small website with a free download that teaches people about shopping online safely then when gaining subscribers tell them that you understand the world of shopping online and found a cool website..

Then send them to our warrior creation?

[barbling]

Non-marketing people (but people who still want to make money on the Internet with their hobby) still don't get how:

Grow your list

applies to them.

Grow WHAT list? Customer list? I first need to sell! etc.etc.etc.

Breaking things down to the most basic building blocks imaginable works wonders.

[MarkR]

Intrepreneur - Similar to your thought, I'd love it if a Warrior came up with a "why it's safe to buy online" kind of report that we could giveaway to our lists before we started sending them offers. Great idea.

Barb - You're right. People understand the "make money" part, but don't take the time to understand the best / fundamental ways to make that happen!

[kf]

Originally Posted by MarkR

...... "why it's safe to buy online" kind of report that we could giveaway to our lists

Yes, but Mark you'd have to make it available on your site b/c they won't want to 'download' it.

I love lightboxes but when I tested one, hoping to increase opt-ins, I started getting emails about how the site was broken, and how this box just keep blacking everything out and they couldn't read the site. [:P] Even though there's an obvious 'x' and 'close' option on the box.

And they would much prefer to send cheques and receive a CD v. paying online and having to download something.

I give step-by-step instructions in the welcome email on how to download, troubleshoot, print, etc .... but many don't get the email. Or just don't have the computer skills to 'right-click'.

Clearly the message is to know your buyer and sell to them in a way that makes them comfortable to buy. Not all the new whirling widgets and screaming dervishes will work in every market - no matter how cool *I* think they are.

Great thread Mark and thanks to everyone who contributed ideas and experiences.

[Scott Lundergan]

This is a thread of great value.

The long noticeable aweber tracking link in emails has never made sense to me. I'm an internet marketer and I don't even want to click on those long aweber links even if I'm getting them from a friend and while reading them from a MAC.

The long wrapped tracking links have always taken me out the consumer experience.

Solving this is one of the easiest workarounds with page tracking, redirects or link cloaking.

As others have stated, it's important to know the type of customers and subscribers you have. Many who subscribe to my primary business are into web video marketing, so they click and subscribe to podcasts, are very web savvy and intuitive subscribers.

[Intrepreneur]

Originally Posted by MarkR

Intrepreneur - Similar to your thought, I'd love it if a Warrior came up with a "why it's safe to buy online" kind of report that we could giveaway to our lists before we started sending them offers. Great idea.

Barb - You're right. People understand the "make money" part, but don't take the time to understand the best / fundamental ways to make that happen!

It wouldn't be hard to do and It's a great idea too.

[MarkR]

KF - Yes, light boxes, things flying around the screen, etc. can definitely put off some non-web savvy customers. In many niches (maybe most), plain and simple is the way to go. It's all about testing, testing, testing.

Scott - Agreed. AWeber's tracking links are unworkable, but clocked links and hyperlinked text have their issues too. My gut tells me that a simple redirected link with a domain name visitors are familiar with is the way to go. But testing, is the only way to confirm that.

Intrepreneur - I'll be your first reviewer for that product!

I'm glad you're all getting value out of this thread. We often overlook the niche we're in and inundate it with IM terms and techniques that are costing us money!

[MarkR]

Warriors,

I just learned yet another lesson! Duh.

When we market to the MMO niche, many of us worry about other marketers stealing our content and re-packaging it as their own. See the recent posts about this very thing! As a result, I have often put the CopyScape warning at the bottom of my pages to "remind" unscrupulous marketers that they need to play fair. Knowing that most marketers know what CopyScape is all about, this warning strategy never really hurt my sales and might have even stopped a couple copycats.

But, when I'm working outside the MMO niche, I put this warning at the bottom of my pages (especially sales pages) out of habit. When I do - my would-be customers are clicking on the link like crazy, many are getting scared off, and some are running scared. It's costing me money!

Also, you wouldn't believe the percentage of people that click on my disclaimer and terms links. Way higher than the MMO niche (we're somewhat oblivious to it). Although those links are necessary, I'd be crushed to know how many sales those links have cost me. So many (non-MMO niche) people click the links, read and get scared away with all the legal mumbo jumbo.

Lesson # 12 - Don't give your non-MMO visitors any reason to get confused, scared, distracted, nervous, bewildered, conflicted, mad, apprehensive, etc. etc. It costs you money when you do!

P.S. Man, I love Google Analytics!

[Derek S]

Mark,

copy scape works great in the MMO niches! I have also been a HUGE FAN of TheRichJerk's warning at the very bottom of his site that says:


"*NOTICE* - Anyone who distributes illegal copies of our Rich Jerk book, or uses our trademarked/copyrighted Rich Jerk text and/or images without permission will be reported to their billing and/or hosting company, and any other related companies for account closure. We will follow with a federal copyright infringement lawsuit in accordance with the The Digital Millennium Copyright Act (DMCA). To date we have successfully prosecuted 12 parties."

I know what your saying with your legal pages becoming an "exit" for your potential customers so what I do is make them light gray and small with the very last link bright blue and pointing to "e-Mail me for questions"...

Than I have it so if they click the terms or privacy links it will open up in a pop up window where I have determined the size. I make it small and a single column. also add a "close" link throughout the page lol

[Marcus Paul]

A lesson I had to learn to be successful online was that people want to know they are dealing with a real person. How I do it:

1 - Use my real name on my website
2 - Use my real photo on my website
3 - Provide links to my Facebook profile and LinkedIn profile on my website. Recently I added my Twitter account.
4 - Provide my personal email address in my newsletters, and my email address includes my real name.

This helped establish confidence in subscribing and eventually buying from me.

[pbrbart]

Originally Posted by Derek S

A text link that says "Click Here To Download Now..." and directly below that I have imitated Amazons "Add To Cart" button. Nearly every visitor feels they have two option and are clueless they are really the same button. More options = more conversions (even if each options the same, just worded differently)

This is really cool usability. Have you tried testing a link against a button? Google lets you do free A/B testing if you can't or don't want to do it yourself. That would be a very interesting test!

[Derek S]

Why test one or the other then using both at the same time produces killer results? some people distinctively click on text links while others buttons. By having the text link above the button they subconciously will select the option that they feel most comfortable with.

[Coleen.Young]

Ooohhh.... MMO means Make Money Online!

A little off-topic, but my initial thought was that this was another World of Warcraft thread.

Okay, back to my level 80 shadow priest now.

[Kristy Taylor]

Wow, some great info here (could be written up as a report). Keep the lessons coming...

Ta
Kristy

[Josef_Benjamin]

intresting.

When I offered a free course long ago on a bad niche, from those who
were intrested, I had people offer to pay me for information i clearly stated
was free.

People are always ready to pull on the card if you ask them to. it's strange,
but these questions i got(and other cool ones) helped me realize that even
in the make money niche, some of these questions we see as elementarary
is like advanced calculus for some

[MarkR]

Derek S - Yes, I like that language. Maybe I should "borrow" it!

Marcus - Great points, thanks.

Kristy - Thanks. No report planned, just trying to share some valuable lessons.

eglobalbrad - No problem!