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I was talking to a client today. Our focus was on making some visual / cosmetic changes to the web site that needed to be done. After our meeting, I reflected on what makes a web site sell. Really sell. It is a combination of the all the details - not any one thing. It is only partly the look, only partly the usability - it is largely what YOU do with your marketing on and off line. The client, in most cases, holds the keys to success. They have to be willing to work hard at not only getting good products to market, choosing the right price - but promoting the sales channels. The Internet is a great tool, but only that - a tool. The smaller shops that are making ecommerce work are the ones that spend a lot of time digging around online for details that make a difference. Joining web rings, running contests, getting promos on other web sites, getting affiliates going (20% of Swank’s biz comes from affiliates)… Doing press releases and getting into papers, books and magazines is huge. One of our clients does about 50K regularly, but gets a big press hit every year that bounces sales up to 150K. Press works - make it work for YOU. |
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