(c) 2004 Charles Kangethe -------------------------

Here's a really simple way... to customise your product offer from headline to prices in order to suit local tastes.

We all know people do business with people they "know and trust". So how can you convince shoppers half way across world that you are reliable and someone they should do business with ?

What I am about to show you will make your business "Local to Locals", wherever in World they might be.

Step #1 - What Is A Split Test ------------------------------

Split testing is a vital task for any Online Business.

By testing different headlines, captions, graphics, copy and prices you can gradually point your business towards better conversion rates.

A basic split test adheres to these guidelines.

1) You start with a base sales page - This is called "Control"

2) Set up a new page for each component you want to test.

For instance set up a new page where everything is same as "Control" except Headline. Test various components such as price, ad copy and bonuses, each with its own page.

3) Using software, set test criteria in terms of how long you want test to run or alternatively set number of visitors you want to visit each page.

During test Ad tracker will record statistics, and you can tell which page converted most.

For future tests, that page can then become "Control" as you change another component.

Step #2 - A Shortcoming Of Many Split Tests. --------------------------------------------

Your Online Business has a big advantage over local Bricks and Mortar businesses.

Your marketplace is Global.

However, this is also a weakness.

Despite shrinking of World, depending on what you sell, people still feel more comfortable doing business with "Local" companies.

Until now...

If you could tell which specific region converted best for your product offer, you could concentrate your offers there instead of wasting advertising money trying to capture a huge unresponsive Global Market.

Step #3 - Breakdown Your Marketplace Into Regions. --------------------------------------------------

Decide level to which you want to breakdown your global market place.

Depending on your knowledge of World and type of product you sell, you may want to target sales at a country level.

For more specific products you may feel a regional approach within each country is best.

Finally for some offers you may want to target people in specific named cities within a region in a country.

Once you have decided on your breakdown you need to set up your sales pages.

Step #4 - Set Up Test Pages ---------------------------

If you have decided to track sales at lowest level, then you will need a page for country, region and city in addition to "Control"

(c) 2004 Charles Kangethe

What you are about to read... is a closing technique I learnt many years ago whilst working as a sales rep.

Too many marketers let go on first no.

If you really believe in value and benefit of your product or service to your prospect, then you need to learn about "Pre-emptive Marketing."

Tip #1 - Learn To Differentiate Prospects -----------------------------------------

There are three groups of prospect

1) Those to whom you will never sell because they have no need for your product or service. - Vast majority

2) Those to whom you might sell, if only you can overcome initial objections. - Majority of rest.

3) Those to whom you sell automatically, because of your reputation and quality of your products and services. Very small minority.

Your marketing should focus on second group. There is nothing you can do about first and third largely take care of themselves.

Once you understand this you will be less fearful of alienating prospects which is reason most marketers give up on a sale too soon.

Tip #2 - Why Do Prospects Not Buy From You ? --------------------------------------------

There are four broad reasons why prospects will not buy from you.

* Money - The product is priced too high, or too low either in absolute terms or in comparison to competition.

* Functionality - The product has too much functionality or too little. In first case it is too complex or complicated to operate in second it provides little benefit to prospect.

* Timing - Your prospect has just bought a competitors product, or they are just window shopping in anticipation of a future purchase.

* Competition - Your competition has a powerful brand presence in market place that makes it difficult for you to compete.

Tip #3 - What Is Pre-Emptive Marketing ? ----------------------------------------

In order to apply Pre-emptive Marketing Tactics go through these stages.

Phase 1 - Understand your prospect in detail. What motivates them ? What are their problems and issues ? What solutions are they looking for ? What value do they place on solution ?

Phase 2 - Brainstorm ALL of your prospect's possible purchasing objections. Use objection groups in step #2 to help you.

Phase 3 - For each objection, decide on credible and persuasive responses.

Phase 4 - Using pop-up technology and / or autoresponders deliver responses to prospects who did not click on "Buy Now" after reading your copy.

Tip #4 - Examples Of Credible Responses ---------------------------------------

Here are some example Credible Responses to Frequent Purchasing Objections

* Too Expensive

- Ask your prospect to make you an offer - If your product has sunk costs that you have covered, then any offer is probably acceptable. If you still need to cover production costs, give prospect a floor price you are willing to accept and ask them to bid, above floor.

* Too Cheap