Biggest Mistakes of Online Marketers
Q: What’s the biggest mistake you see made right now by online marketers?
A: No followup.
Unfortunately, most online marketers offer their product one-time to their customers … then they move on to the next product.
As I learned over 40 years ago, when I offer a product to 1,000 people and 15 of them buy it, there are still 985 people that didn’t buy. — The reason they didn’t buy could be because of time or money constraints … they were doing something else and didn’t have the time to look at my offer – or – they didn’t have the spendable cash at the moment.
In the direct mail business, some of them will put the mailing aside and respond later … when they have the time or money.
On the Internet, those 980 people simply delete the offer; or save it where they will never see it again.When I asked a well known “guru” why he didn’t remail an offer he had sent me, he said, “Why. They’ve already seen it and didn’t buy.”
In the marketing game, you must keep your message in front of your customers. Let them know it is still available. — You never know when their circumstances might change and your product will become something they really need.
- Jim Straw
Online Mentor Magazine: August 2009
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Nice article! I hate when marketers don’t follow up on something I want online because when I’m ready to buy it, I sometimes forget their website address. I shop online because I hate stores.
Jim, this is so true from a buyer’s perspective. If I don’t buy right away, there could be a dozen reasons why.
Maybe I’m rushing through emails and don’t have time at that moment to buy…and of course then it’s forgotten. Maybe I want to read the sales letter later. Or maybe for some unknown reason the first email was sent to my junk folder.
Marketers do themselves a real disservice by not sending out follow-up emails.
And for gosh sakes, ASK us why we don’t buy!
Melody
Jim,
One savvy thing I have learned about follow-up is when a prospect calls me for my services and chooses to go with someone else most often this is because they went with the cheapest option (which I am the highest in my area).
I call these people back 2-3 days after their event. I then ask them some specifics about how their event was with their “cheapest option”… it is amazing how many book me for their next event (many for the next year – 365 days out).
Booking me = they have to send me a 50% non-refundable deposit!
Bottom line – - Jim, your advice is solid … Follow-Up!