Let me explain some fundamental marketing aspects about e-trade:

First of all, you must get potential clients to visit your site , and that’s a whole science by it self. Visitors, who reach your site, read a description of your company and your products.

Depending on weather you first of all want to tell about your company and build your image, or if you just want to sell products and services over “net” your site should be Designed different.

In this article however I assume you are selling something on your site, and then you should create a relation to visitor that will lead to some kind of activity from them, either by asking for more info or a direct purchase.

In marketing this is similar to “Direct Mail” selling. You have persuaded people to visit your site and they read your “letter”. Is reader in wrong “target- group”, not interested enough in your product or if “letter” is bad written, reader will very quickly throw it away.

Or as in our case visitor very quickly “clicks” away from your site and will maybe never return!

The secret is to maintain visitors interest with site so he/she will return and keep reading your whole message, and thereby create such positive image of your offer that it leads to some kind of continued contact.

A lot of people are laughing at this art, because we have all been exposed to irritating and bad marketing. But well written Direct Marketing is a work of art and deserves all our respect.

Ask a CEO. Many will tell you “I want end-game behaviors that convince me I’m getting my public relations money’s worth.” Which is exactly why I wrote Get Your Public Relations Money’s Worth: 66 Ways to be Sure Your PR Program achieves Your Organization’s Objectives.