But how do we get inside collective mind of our market? The key is psychology – in this case, e-psychology – or science of understanding how consumers shop on-line. Understanding how consumers make purchase decisions on-line will allow you to develop web site content that appeals to maximum number of prospective clients.

World Wide Psychoanalysis

Internet advertising isn’t same as print advertising. Web surfers tend to read less on-line, instead using visuals such as photos, animation, and colorful graphics to gather information. From a development standpoint, this places an emphasis on site navigation and overall layout.

The motivations behind on-line purchase decisions differ from those generated by more familiar mediums. To achieve success, your on-line sales strategy must embrace these differences.

Let’s begin by glancing at web sites of your biggest competitors by sales volume. Chances are, primary content is designed to accomplish three goals:

* Generate interest, usually by eliciting or identifying a need * Convey unique value of their specific product or service, and * Promote a transaction.

To produce sales on-line, your web site must do more than serve as an information resource about your company. Your site must ask for business. Each page of web presence should lead to an action step promoting a sale or contact request.

On- or off-line, asking for business is only way to achieve any greater result than educating prospective clients about your industry and product or service.

Writing For The Web

The foundation of any purchase decision is desire for a product or service, usually based on a pre-existing need or want. Selection of a specific product or service provider begins when a consumer identifies a company that offers a value most compatible with consumer’s perception of value.

Start by writing your web site’s content to elicit general value product or service provides. Introduce solutions generated by having product or service, based on typical ultimate desires of target market. For example, benefits of developing a web site for a small business may include increased sales, expanded credibility, and a 24/7 on-line purchase option.

Next, build on this general foundation by introducing features, benefits and value of your own company. Remember that surfers tend to do less reading on-line, so you’ll need to accomplish a great deal in each line of text. Each sentence must:

If you really want to leverage your expertise to build your credibility, you must understand concept of leverage. The best way to leverage your credibility is for you to become an author. Don’t let that scare you. Authoring simply means to create. You must create something that other people want, especially if you want to make money. And that is what every successful business is all about. Now, most people automatically think traditional publishing when they think of authoring. However, I am not an advocate of this at all for a number of reasons. The main reason is that it keeps you from receiving cash flow immediately.

My father taught me throughout my childhood that business cash flow is overriding determinant of a successful business. And he is definitely correct! It does not matter how many assets that a company has, if it cannot produce a steady cash flow, business will die. If you want to go traditionally published route at beginning, you will end up wasting too much time getting a book to market. Furthermore, in my experience, most people do not acquire necessary sales and marketing skills to fully leverage big publishing house model. From a business perspective, traditionally published model of authoring does not make good business sense.

How do you explode into market place? You create a best selling eBook or digital product which your target market wants! In fact never has it been easier to become a best selling author, and you can do it in an afternoon. There are a number of ways to create a product quickly. The best way is to put together a questionnaire on a topic that you are passionate about and that has a great demand in market place. Read your outline or get someone else to interview you, and record this as an MP3 file. Then use a service like elance.com or idictate.com to transcribe it: e-publish it as an eBook using Adobe’s free service and presto you are a published eBook author!