If you don't already know where to find best sources of targeted traffic for your website, you will need to experiment with lots of different sources to find ones that bring visitors who give you most "bang for your buck."

The fastest way to determine which avenues provide most targeted traffic is by using an "ad tracker". An "ad tracker" is a simple program, residing on your web server, that tracks how many visitors your site gets from a particular source and how many of them purchased. Though it sounds simple, most businesses don't do this! Most businesses can't tell you their visitor to buyer conversion percentage and, therefore, don't know exactly how much they can invest in traffic generation and remain profitable.

Whether you pay for your website traffic with cash (pay- per-click search engines, ezine ads), or you pay for it with sweat of your brow (article distribution, free search engines), you must identify your best and most profitable sources of targeted traffic that convert into buyers, subscribers, or leads. Failure to identify and track where your buyers come from and then calculate how much they really cost you ultimately translates into failure for your online business.

The true advantage of Dropped Jaw Syndrome comes from changing your role for a moment, from selling and telling to assessing what customers want, even when they can’t say it in words. Demand that you live up to their desires. Because if you’re not dropping jaws, you’re in danger of falling behind competition. Worse, you’re probably overlooking your company’s uniqueness.

Diagnosing Your Pitch

In searching for dropped-jaw reactions, some companies have made unbelievable claims central to their promotions. We’ve all seen TV commercials where "Crazy Joe" says he’s so insane he’s practically giving away furniture in his store.

Better are claims that are striking and stand out from competition, but don’t over-promise. Consider "Have it your way" (Burger King) or "It takes a licking and keeps on ticking" (Timex). In establishing your own unique proposition, dropped jaw test is quick and reliable.

Customers, whether they know it or not, are very good at distinguishing between businesses they trust and those they don’t. Let them tell you how you’re doing.

Building Customer Confidence

I discovered Dropped Jaw Syndrome years ago. It started with my claim that I can assess health of a business by looking only at its business card. And when I would point out subtle messages on their cards, most of them unintended, people’s jaws would drop.

The value of dropped jaw test is perspective it imparts. By listening to customer or putting yourself in her shoes, you’re more likely to notice "small potatoes" signals you’re sending. Such telltale signs aren’t based on business size or age. But once you recognize them they can be easily repaired.

As you play doctor, it’s your job to notice what hurts customer and cure it. When you find ways to make your customers jaws drop, you’ll take their pain away. And that will make your business a healthy one. ©2003 Lynella Grant