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What am I missing?

by jbmunchie
22 replies
Hi Guys,

I've been trying to build my online business for a long time now (part time for a long time), and now am dependant on it for my livlihood (since I can't find a day job!).

I've got a site, products, blog. I've written and published articles and press releases. I'm getting a new autoresponder so I can market more efficiently. I have a list, but due to trying to do it through my regular email (disaster) I haven't been very consistant.

What are the other steps I'm missing? I've done the research in my niche and the demand for products is out there. Maybe part of my problem is it's a niche where people KNOW the big names, and even after 30 years, I'm not one of them. How can I build my business and get more sales? I've gone through several coaching programs too, and am still making just a few sporadic sales a month.

You guys always have great input, and I'd sure love to hear it. I'm out of money, so can't buy any new programs, but point me in a direction and I'll go do all the necessary research.

And one other question: Where would you go about finding wholesale products in a very specific niche? Is there a directory or anything out there?

Thanks for the input.
Jana
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  • Profile picture of the author Nick Brighton
    Absolutely impossible to say. Sorry.

    EDIT: Sorry to sound blunt, but you can't expect any actionable, trustworthy advice from anyone when you don't provide even a fraction of the level of detail required.

    Heck, even a URL would be a start! How about your strategy? Your products? Emails? Keywords? Advertising platforms?
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    • Profile picture of the author jbmunchie
      Originally Posted by Nick Brighton View Post

      Absolutely impossible to say. Sorry.

      EDIT: Sorry to sound blunt, but you can't expect any actionable, trustworthy advice from anyone when you don't provide even a fraction of the level of detail required.

      Heck, even a URL would be a start! How about your strategy? Your products? Emails? Keywords? Advertising platforms?
      Ok, that's fair. I thought business practice was business practice. You could be a bit nicer about it - I'm new to this and even though I've read a lot of posts, it's hard to say what people need in the way of information. I thought maybe I was just missing a basic 'step' somewhere.

      I sell instructional bellydance videos. My website is in my sig: www.howtobellydance.com. These are products I've developed based on my own 30 years of dance experience. I've written and published many keyword-linked articles. I've done several press releases with keyword links.

      Major keywords: instructional bellydance videos & DVDs (variations there-of). I don't target the major keywords, as there is a lot of competition, but stick with long tail keywords such as belly dance classes, bellydance instruction, bellydance DVDs, learn how to bellydance, learn to bellydance DVDs... I've got a long list of variations too. I've researched the amount of competition vs. amount of searches, and it is a popular niche that is overfilled with 'diva' DVD's and little competition in the realm of 'real people' dvds that don't make people feel stupid.

      Can you give me your definition of strategy and advertising platforms? I'm not sure what you're looking for there. I do Google Adwords campaigns both for bellydance and yoga videos.
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      • Profile picture of the author Brad Gosse
        Originally Posted by jbmunchie View Post

        Ok, that's fair. I thought business practice was business practice. You could be a bit nicer about it - I'm new to this and even though I've read a lot of posts, it's hard to say what people need in the way of information. I thought maybe I was just missing a basic 'step' somewhere.

        I sell instructional bellydance videos. My website is in my sig: www.howtobellydance.com. These are products I've developed based on my own 30 years of dance experience. I've written and published many keyword-linked articles. I've done several press releases with keyword links.

        Major keywords: instructional bellydance videos & DVDs (variations there-of). I don't target the major keywords, as there is a lot of competition, but stick with long tail keywords such as belly dance classes, bellydance instruction, bellydance DVDs, learn how to bellydance, learn to bellydance DVDs... I've got a long list of variations too. I've researched the amount of competition vs. amount of searches, and it is a popular niche that is overfilled with 'diva' DVD's and little competition in the realm of 'real people' dvds that don't make people feel stupid.

        Can you give me your definition of strategy and advertising platforms? I'm not sure what you're looking for there. I do Google Adwords campaigns both for bellydance and yoga videos.
        Wow great domain but your site design made me want to close my browser window.

        Far too busy. If you are selling DVD's make that the central point of focus.
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        • Profile picture of the author jbmunchie
          Originally Posted by Brad Gosse View Post

          Wow great domain but your site design made me want to close my browser window.

          Far too busy. If you are selling DVD's make that the central point of focus.
          Really? I did the site with a coach, so a lot of it is following his direction. What hit you as being too much? I also do in-studio classes, so the focus is split a bit there. I'd really appreciate any input - I WILL take it to heart and make some changes. I'm working full time on this now, so have the time and inclination

          Keep in mind most of my audience are either dancers or wanna be dancers, so there needs to be a certain amount of 'glitz' that other sites wouldn't have. I'm doing a separate yoga site (not up yet), and it's much less that way, since my audience won't care about that.
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      • Profile picture of the author Nick Brighton
        Originally Posted by jbmunchie View Post

        Ok, that's fair. I thought business practice was business practice.
        It is, but even though drug dealers earn millions per year, I wouldn't tell an estate agents to start selling crack.

        Originally Posted by jbmunchie View Post


        I sell instructional bellydance videos. My website is in my sig: www.howtobellydance.com. These are products I've developed based on my own 30 years of dance experience. I've written and published many keyword-linked articles. I've done several press releases with keyword links.

        Major keywords: instructional bellydance videos & DVDs (variations there-of). I don't target the major keywords, as there is a lot of competition, but stick with long tail keywords such as belly dance classes, bellydance instruction, bellydance DVDs, learn how to bellydance, learn to bellydance DVDs... I've got a long list of variations too. I've researched the amount of competition vs. amount of searches, and it is a popular niche that is overfilled with 'diva' DVD's and little competition in the realm of 'real people' dvds that don't make people feel stupid.

        Can you give me your definition of strategy and advertising platforms? I'm not sure what you're looking for there. I do Google Adwords campaigns both for bellydance and yoga videos.
        Ok, keywords seem relevent. Your product is great.

        Your sales copy needs attention, serious attention. Not just the formatting but the actual copy itself. I suspect you're losing dozens of sales per week or more from that aspect alone.

        Secondly, you've mentioned your USP but I can't see it in your offer/sales copy.

        (Your USP would be that you've got 30 years experience, and you're a "real" person).

        Focus on that...because without a USP (unique selling point) you've got to contend with some stiff competition.

        About strategy:

        In your case, is the main goal of each visitor to make a direct sale on 1st impact (the hardest for many markets) or to get their email address?

        I'd do what the competition is doing, but better. In many cases, that means giving away a free video so they can sample the "real" deal...and if it's good like you say, they will come back and buy more.

        So, in exchange for their email give away a generous sample.

        If you're already doing this, you need to decide whether that's your main focus, or whether you're trying to get the sale...do one of the other and try to avoid doing both (confuses the visitor).

        About advertising platforms:

        How are you driving traffic? PPC? Search engines? Banners? Free traffic (if free, how are you preselling them?) EDIT: Just saw that you use PPC - always a good source of traffic, providing you're reflecting exactly what they are searching and "clicking" after. Again, I truly believe your sales copy is killing the sale here.

        In summary, I'd say that you need to refocus your offer and complety rework your sales copy to reflect a unique offer in your market place.

        You say there's competition...how are they making sales? What are they doing with their traffic on first arrival? How long have they been advertising (long enough to prove money is being made and they can continue advertising?)

        P.S - I'm nice really, but I don't mince around when it comes to business :-)
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        • Profile picture of the author jbmunchie
          Cool deal. Ok, lots of points, so look for my comments with *** around them below. I will have to figure out how to use the multiple quotes later...

          Originally Posted by Nick Brighton View Post

          It is, but even though drug dealers earn millions per year, I wouldn't tell an estate agents to start selling crack.

          Ok, keywords seem relevent. Your product is great.

          Your sales copy needs attention, serious attention. Not just the formatting but the actual copy itself. I suspect you're losing dozens of sales per week or more from that aspect alone.

          ***Can you give me some advice? I did all this with a coach, and so have made a very concerted effort to stick to his advice, since I paid (a lot) for it. If it's not good - obviously I am not making sales, so I can believe there's a problem.***

          Secondly, you've mentioned your USP but I can't see it in your offer/sales copy.

          *** Ok - I can make that stronger. It's mentioned but not enough perhaps.***

          (Your USP would be that you've got 30 years experience, and you're a "real" person).

          Focus on that...because without a USP (unique selling point) you've got to contend with some stiff competition.

          About strategy:

          In your case, is the main goal of each visitor to make a direct sale on 1st impact (the hardest for many markets) or to get their email address?

          ***I DO try for either a sale or getting someone to class, but had been trying to get addresses too. The capture form I was using got dumped in my last webhost conversion, so I've purchased a new one that should work. Right now they have to email me, and I do get some but know I'm losing list members. I have a lot of valuable articles written for the newsletter, but have had too much trouble trying to send through my regular email host, so am also awaiting the autoresponder install in order to start doing that right.***

          I'd do what the competition is doing, but better. In many cases, that means giving away a free video so they can sample the "real" deal...and if it's good like you say, they will come back and buy more.

          So, in exchange for their email give away a generous sample.

          *** Great idea - do you suggest one they can view online? I DO have samples on the Video & DVD's page, so if they're looking to buy, they can see how I break the steps down, but they are one move out of each video. Sounds like I should make it bigger than that - I can do that. What I do for email addresses specifically right now is several free articles.***

          If you're already doing this, you need to decide whether that's your main focus, or whether you're trying to get the sale...do one of the other and try to avoid doing both (confuses the visitor).

          *** Good point. It sounds like you think getting the email is a bit more important than getting the sale on the first visit - is that right? Once I get my autoresponder fixed, then that enables me to continue the marketing process. Right now, it's kind of one shot. ***

          About advertising platforms:

          How are you driving traffic? PPC? Search engines? Banners? Free traffic (if free, how are you preselling them?) EDIT: Just saw that you use PPC - always a good source of traffic, providing you're reflecting exactly what they are searching and "clicking" after. Again, I truly believe your sales copy is killing the sale here.

          In summary, I'd say that you need to refocus your offer and complety rework your sales copy to reflect a unique offer in your market place.

          You say there's competition...how are they making sales? What are they doing with their traffic on first arrival? How long have they been advertising (long enough to prove money is being made and they can continue advertising?)

          *** There are small sites out there that are clueless, and big time pro sites that tend to overpower the niche. Still I believe there is a mini-niche for my business and continue looking to reinforce that. Most of them sell videos directly. There are few offering newsletters but you can sign up for notices when they're performing in the area. Most of them are more simple sales sites, much less informational than mine is. Some have been out there around 10 years, many are newer. They're forcing DVD pricing down, that's for sure, so they're impacting the niche. I'm not sure how to track other site sales, but I know I buy from them, and others do, so... we're a spendy niche for the right products. I have a couple items completely unique in our marketplace, so I do think they'll sell.***

          P.S - I'm nice really, but I don't mince around when it comes to business :-)
          That's fine - I don't mind straight shooting, as long as I'm not the direct target I have been working under advice from a supposed professional, and so thought I was doing things right. That's why I'm posting here - to find out from folks who KNOW what I'm doing wrong so I can fix it. I appreciate honestly, and will do whatever it takes to get my business working for me. And I appreciate your time and ideas very much. Thanks!

          Jana
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  • Profile picture of the author Vince Courtney
    Hi Jana

    What niche are you talking about?

    Vince
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    • Profile picture of the author jbmunchie
      Hi Vince,
      It's instructional bellydance videos.
      Thanks,
      Jana
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  • Profile picture of the author annihilator
    Maybe I could help you - since I am Turkish I'm THE guy on this forum to provide insight into belly dance ! j/k.

    I agree that your domain name is excellent, but the design is very amateurish and tiring. I think you should either divide the content in the main column of your main page into the links in the left sidebar; or you should ditch that sidebar and just go for the main page, like most sales pages do.
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    • Profile picture of the author jbmunchie
      Originally Posted by annihilator View Post

      Maybe I could help you - since I am Turkish I'm THE guy on this forum to provide insight into belly dance ! j/k.

      I agree that your domain name is excellent, but the design is very amateurish and tiring. I think you should either divide the content in the main column of your main page into the links in the left sidebar; or you should ditch that sidebar and just go for the main page, like most sales pages do.
      Well, I'll take all the advice I can get. The more comments I'm reading, the more I realize I've thrown away way too much money on coaching. The guys I've worked with were supposedly good. I did a redesign not that long ago to split more of the content up into the pages, as my site is working in two directions - in studio classes and DVD's. I'm also trying to provide a lot of info for dancers, so there are more reasons to return to my site.

      So is it that there is too much color, etc? Would I be better off ditching the nav buttons and using text instead? It IS bright, but not as much as many other sites. I had a more sedate site before, but it was flat. If it were your site, what would you change? I'm a designer, I can make it any way consensus says will work better. I've never been happy with this but was trying to get it back up, so took some shortcuts. I have time now to redo anything that's not working, so.... what changes would you make?
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  • Profile picture of the author hangtimenino
    i checked on your site, and i myself have not developed a success proof platform, but all i can say is that, the layout of your page is not that good. The gray and pink doesnt look really good together, and it doesnt give me the feel of professionalism in it. maybe you could redesign it.. change the color scheme and the fonts.

    hope i helped.
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  • Profile picture of the author Kirahster
    I just took a look at your site and the first thing that I saw was an invitation to purchase videos without providing any real content that would make me want to read your site first. When I see something like this I automatically click off a site.

    Maybe you could presell and provide a ton of quality content first. When people see that you really know what you are talking about and they trust you, then you can put in an offer for a great dvd or belly dancing costume.

    You seem to have good google rankings so I think it is mainly down to your website.
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    • Profile picture of the author jbmunchie
      Originally Posted by Kirahster View Post

      I just took a look at your site and the first thing that I saw was an invitation to purchase videos without providing any real content that would make me want to read your site first. When I see something like this I automatically click off a site.

      Maybe you could presell and provide a ton of quality content first. When people see that you really know what you are talking about and they trust you, then you can put in an offer for a great dvd or belly dancing costume.

      You seem to have good google rankings so I think it is mainly down to your website.
      Can you give me any outline/suggestions for what I should add? It sounds like you're saying I should really work on getting an email address in exchange for content rather than selling straight off - is that right? This is just the way I was told to do it, so I'm not attached. I've never been happy with the way I was instructed to do it, so am very open to suggestions.
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    • Profile picture of the author jbmunchie
      Hey guys - you are giving me TONS of great advice, and I love it. Thanks so much!

      I'm thinking that changing the copy will be my first step, so any suggestions about that would be great. Seems like the biggest impact for time invested.

      I know the site is... amateurish is probably the best word. I can change it of course, but are there things specifically that bug you when you first go there? Like if I changed the background color, would that help until I did a redesign? Are there other sites out there you like the look of, that have that more professional feel? I need some visuals so I can get to work on making it better. I'm much better at designing for others than for me, and some input would really help.

      Guess I'm throwing all those darned coaching notes in the trash. I feel like I've wasted so much time (and WAY too much money!) - should have asked sooner.

      If any of you who are being so helpful could use some design work in exchange, I am a GOOD graphic designer (hence the reason my site is so awful, just like the typical mechanic's car) and would love to trade for any help. I've been hung up on tech stuff up until now - one dumb thing after another - so everything I've done has just taken way too much time, leaving me none for redoing the site. I'm also a good writer if you need anything else like that. I'd love to be able to give back, and I am obviously not one with a ton of internet marketing expertise, but I can design, write, and do about anything with a photo, so please holler if you need any help. Or if you need any exercise or fitness advice - I AM an expert on that!

      I need to make a living. Savings is gone, so it's time to do whatever it takes to make my site and business work. I really do appreciate the comments and help.
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  • Profile picture of the author Nick Brighton
    Jana,

    I appreciate your difficult situation but unfortunately I can't possibly offer you everything you need in a forum...not least because I don't have time, but also because there is just way too much to cover in forum posts.

    All I can say to you is that your priorities should be as follows:

    1. Trash the design and copy.

    Visit Clickbank.com and do a search for related products to yours. See how their designs and copy is laid out and "emulate". If you can't afford great copy, at least you can "be inspired" by stuff that's at least similar to your products and is already selling.

    2. Focus on ONE thing - either collecting emails or selling direct.

    If you want to collect emails, use a professional autoresponder like Aweber.com and put some great follow up content in your sequence with the occassional pitch for your paid content/classes. Capture emails by using a squeeze page.

    3. Start using the search function on this forum

    Seriosuly, everything you need to know right now has been covered a million times before. Things you need to search for are:

    # squeeze pages (learn about capturing emails in exchange for giving away free vids)
    # email marketing (learn how to deliver great content and follow up emails which pitch your paid products
    # sales copy basics (search the copywriting forum or ask for a critique in the seperate forum)
    # split testing your website (to see how small changes make big differences in your sales)

    And a few tips:

    1. Remember to strengthen and focus your USP. Don't be beaten on price, create raving fans and a unqiue solution that others can't match (that's the essence of marketing!)

    2. Remove the navigation bar. You either want emails or sales...not browsers. If you want browsers, create a seperate site with content that feeds into your sales process...don't mix em up.

    3. Rework the sales copy and design. If you can't afford it, get critiques and start freelancing, because nothing matters more than the strength of your sales copy and offer...I can assure you.
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    • Profile picture of the author Killer Joe
      Hi Jana,

      You've been given some pretty good advice that you should take action on. I'm betting you will

      On a minor note, your soon to be replaced website has an element that you won't want to duplicate on your new layout. It's a small thing, but small things add up when you are trying to increase conversions.

      That small little detail?

      Your site says "Copyright © 1999 Enchantment Unlimited Entertainment & Essence of Egypt Dance Company/School. All rights reserved." at the bottom.

      Believe it or not, to a significant percentage of folks it will appear that your site or its' information is outdated.

      I know, it's a small detail, but you would be surprised at how a ten year old copyright date is so, well... 90's, if you get my drift. Perhaps you could change the date to reflect its' current usefulness. Say, Copyright © 1999 - 2009.

      As goofy as it may sound, information that was around in 1999 is *expected* to be free on the internet in 2009 to many folks. You and I both know that is hogwash, but many times that is the case in peoples minds. Don't give them the opportunity to question how fresh your subject matter is, and don't give them a reason to discount the value based on its' age.

      Like I said, it's a small thing, but small things add up.

      KJ
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      • Profile picture of the author jbmunchie
        Originally Posted by Killer Joe View Post

        Hi Jana,

        You've been given some pretty good advice that you should take action on. I'm betting you will

        On a minor note, your soon to be replaced website has an element that you won't want to duplicate on your new layout. It's a small thing, but small things add up when you are trying to increase conversions.

        That small little detail?

        Your site says "Copyright © 1999 Enchantment Unlimited Entertainment & Essence of Egypt Dance Company/School. All rights reserved." at the bottom.

        Believe it or not, to a significant percentage of folks it will appear that your site or its' information is outdated.

        I know, it's a small detail, but you would be surprised at how a ten year old copyright date is so, well... 90's, if you get my drift. Perhaps you could change the date to reflect its' current usefulness. Say, Copyright © 1999 - 2009.

        As goofy as it may sound, information that was around in 1999 is *expected* to be free on the internet in 2009 to many folks. You and I both know that is hogwash, but many times that is the case in peoples minds. Don't give them the opportunity to question how fresh your subject matter is, and don't give them a reason to discount the value based on its' age.

        Like I said, it's a small thing, but small things add up.

        KJ
        I never thought about the range. Great point! (And YEAH, it's something I can change that's fast and easy !!) Thanks for the input.
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  • Profile picture of the author Nick Brighton
    P.S - Sack your coach.

    I was planning to start coaching people with these exact same problems you're having, so thank you - you've made me realize that my procrastination was foolishly based around the idea that there are too many other knowledgeable people out there already doing that...

    ...because clearly it's my duty to save more people from being RIPPED OFF by these so called "coaches" who have no idea what they are talking about.
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    • Profile picture of the author jbmunchie
      Originally Posted by Nick Brighton View Post

      P.S - Sack your coach.

      I was planning to start coaching people with these exact same problems you're having, so thank you - you've made me realize that my procrastination was foolishly based around the idea that there are too many other knowledgeable people out there already doing that...

      ...because clearly it's my duty to save more people from being RIPPED OFF by these so called "coaches" who have no idea what they are talking about.
      Nick, I've gotta tell you, it's REALLY SCARY looking for a coach these days. One of my coaching experiences was through Mike Litman's program and one through Shawn Casey - both with pretty major reps in the industry. And you've seen my site. I'm not an idiot, and I'm capable of doing really well with anything I do if I'm given good info, and with the money I spent and the names involved, I SHOULD have gotten better info. I've spent thousands on coaching (when I had the $$) and now actually have to make what I'm doing work. If I had any money now, I'd hire you to help me wade through all the crappola I've been handed. Most coaching IS a scam, but it's hard to make it without either some coaching or a good game plan. I tried for one, and got ripped off twice.

      I have been looking through other posts here for several months looking for help, but there's a point at which you need to know what's WRONG to be able to find solutions, and there are a lot of posts out there that don't have much value either. It's hard out there on your own, and I have no one to help me, so I really appreciate what you guys have said.
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  • Profile picture of the author dlwebb610
    Nick Brighton: It is, but even though drug dealers earn millions per year, I wouldn't tell an estate agents to start selling crack.

    Hey Nick, just one word. "tact" Think about it.
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  • Profile picture of the author George Sepich
    Be controversial. No matter the niche, it will put you on the map.
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    Need Help? GeorgeSepich.com Digital Marketing Solutions From George Sepich.

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    • Profile picture of the author jbmunchie
      Originally Posted by George Sepich View Post

      Be controversial. No matter the niche, it will put you on the map.
      Controversial? Hmmmm.... I guess the only thing I could do that way is to dispel the myth that you have to be a big name diva dancer to be able to teach. That doesn't sound THAT controversial. I like the idea though, and will ponder it Thanks
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