Everyone and their dog wants to know "How To" do something. We want to have instructions broken down into little bite sized pieces that we can easily understand and follow. For example, if you were writing a "How To Write an Effective Auction Listing" your first step would be to explain headline and continue with as many steps as it took to complete task. Pretty easy stuff, huh??

Interview

Another good form of article and again this one which takes very little time. Write 10-15 questions on a particular topic you know is hot right now, approach an "expert" that is well known in that area and ask them if they would mind taking time to answer you questions.

For example, you have done some research and found that hottest topic online with respect to running an eBusiness is how to build traffic. You know there are a few good "experts" out there, so you design 10-15 questions and then go to one "expert" and explain what you are doing - send them questions...and Voila - it's a done deal!

If you're eBusiness happens to deal with health issues, find out what hot health issue is right now, design questions and go to "expert" in that area.

The best thing about this form of article is that all work is basically done for you. The 10-15 questions are answered by your expert and all you have to write is introduction and conclusion.

And you didn't think you could write...

Now...where does free advertising come in? It comes in form of Resource Box. A resource box is about 3-5 lines and follows your article. This little box lets people know who wrote article with a bit more info on what you do and where you can be found. That my friend, is an advertisement promoting you and your business.

After you have written your article, let it start working for you. Get it into hands of as many ezine publishers as you can. Publishers are always looking for new, quality content for their issues. Approach them with your article!

The end result?

You are building trust, creating rapport and being pegged as an "expert." Plus more exposure that article gains...the more people visit :o)

So... Are you just going to sit there "lil grasshoppa" and join those who have said they can't write?? Or are you going to try your hand at one or all of forms of articles I just showed you and get them working for you?

Sure, most people looking for a good mechanic will be relational in their approach. And many looking for an expensive new television set, take a transactional approach. Gather facts, then shop to save a hundred bucks or more. So as in all categorizations, there is overlap. But these definitions hold better than any I have seen.

Who Is Buying On The Web?

There's simply no question; vast majority of web buyers are transactional. (Or behaving in this way.) The evidence is only indirect, but inarguable.

Go look for a digicam. You'll find a thumb nail which links to a larger view which includes key features of a particular model. You'll find absolutely no information that helps you evaluate benefit of a given feature. Information needed by anyone new to digicams, simply isn't available.

Such sites are only interested in transactional shoppers, people who already know what they want, and are shopping for price.

Unless you have an extensive marketing and sales background, it is unlikely you can succeed on Web targeting transactional shoppers.

Your Best Bet

Apart from categorizations, key point to be derived from above quote is that *only* relational shoppers become repeat customers. Exactly what every small business needs. Once a fellow buys digicam, he won't be back. Thus if you seek repeat business, ignore transactional types and target relational shoppers.

This means demonstrating all manner of service and support. Cover spectrum. And by all means be expert in your narrow niche. You want people to come to trust you, your knowledge, and support.

The Real Challenge

That few online shoppers are relational, goes a long way toward explaining why small businesses seeking to grow a base of repeat customers struggle so. The number of relational shoppers will increase as more of sorts of businesses and services they need become available online. However this growth won't happen quickly.

If your web-based business depends upon repeat customers, and thus relational shoppers, be patient with yourself. This will take time.