Sometimes we learn something new and do not even realise it. It might be something small that could affect our future dramatically and we didn't notice. Or it may be something high that we cannot help but see it.
This blog is basically a journal of lessons I have learnt.
This blog is basically a journal of lessons I have learnt.
My brother says I'm the cleverest person he knows ...
Posted 17th August 2008 at 06:07 AM by jensrsa
because he cannot understand what I'm talking about. 
One of the pitfalls of internet marketing is that, while it is marketing, it is also very technical. And this can create problems if we talk jargon to our visitors and clients.
"Sell the sizzle not the steak" is an old adage in the selling business.
We are in an industry that the average person do not understand; in fact they are scared of it.
How often do you see sales pages that list all the features of a product using phrases that are, for us, common use but for our visitors just so much garbage.
Phrases like:
Put yourself in your potential customers' shoes and use language that they can understand while focusing on results they can expect to achieve.
One of the pitfalls of internet marketing is that, while it is marketing, it is also very technical. And this can create problems if we talk jargon to our visitors and clients.
"Sell the sizzle not the steak" is an old adage in the selling business.
We are in an industry that the average person do not understand; in fact they are scared of it.
How often do you see sales pages that list all the features of a product using phrases that are, for us, common use but for our visitors just so much garbage.
Phrases like:
- SEO or even "search engine optimisation"
- affiliate programs
- ebooks
- PPC or Pay-Per-Click
Put yourself in your potential customers' shoes and use language that they can understand while focusing on results they can expect to achieve.
A lesson learnt from selling insurance.
Total Comments 2
Comments
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"A lesson learnt from selling insurance."
I can't begin to explain how much I learned from selling insurance. Selling intangibles is probably one of the most difficult (and thus most lucrative) areas of direct sales to be in. I'm glad for my time in that industry.
You're right that most people get lost very quickly if jargon is used. But I find that most people have an easy time understanding mail order. I just relate IM to that.Posted 20th August 2008 at 02:58 PM by Dan Sherman
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Dan, one on one it normally is fine. And as you say people relate to mail order, especially Americans who've had mail arder for ages.
On the Internet the problem often comes on web sites where we done realise that we have to dumb it down a bit for the average Joe to understand what we are trying to sell.Posted 20th August 2008 at 03:17 PM by jensrsa
