Many people think the main barrier to online marketing success is a lack of traffic.
But it’s really a lack of trust.
There’s a million ways to get traffic, whether you pay for it with money or pay for it with time.
But the question remains as to whether you can convert that traffic into actual sales.
Even when your offer is great, and your copy sings, and your order process is painless, one thing stands in the way of the sale.
A lack of trust.
You can thank your marketing predecessors for that.
People have been trained to be skeptical. They are conditioned to NOT believe you.
This is why traditional “one-shot-or-nothing” copywriting MUST contain testimonials for social proof and a rock-solid money-back guarantee or free trial, in addition to the right compelling benefits for the prospect.
And guess what… you’ll still need all that stuff, even when you build a relationship first. But when you take time to build that relationship, you’ll have many shots at making the sale, and hopefully your sales page is merely skimmed when the order or inquiry is actually made.
Plus, you’ll get those all too important subsequent sales.
This is why the money is in the list.
And this is also why tutorial marketing is the smartest way to market effectively online.
A tutorial begins the relationship (a free comprehensive introduction to your subject).
Tutorials maintain the relationship (your regular blog posts).
And eventually, you’ll offer one or more specialized tutorials that will convert higher than normal numbers of readers into paying customers or clients.
The life-time value of a customer and the concurrent word-of-mouth referrals they provide is so much higher than what you get for reaching for someone’s wallet at “hello.” It seems ridiculous to even consider old-school “closing” techniques, especially in this environment.
Oh, and the fact that tutorials can solve your traffic problem at the same time is just the icing that makes this particular cake that much sweeter.
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