Copyright © 2005 by Bruce Carlson
It goes without saying that all of us would like better response and conversion numbers from our websites. This is an ongoing dilemma which, unfortunately for many of us, remains a dilemma.
It's just too easy to sit on same old tired, sour marketing with crossed fingers, hoping for better numbers in future. The whole idea of rolling out a new campaign or overhauling your web copy can be pretty daunting.
But if your numbers aren't what you'd like (and how many of us are really satisfied with our numbers?), then you need to get off hope wagon and and put a new plan into action.
In lines that follow, I'd like to present a concrete, low-cost, three-step plan for renewing your marketing through repositioning.
Step #1. Get Out of Commodity Business and Into Information Business
One of things that happens to many businesses, both online and offline, is "commoditization." When your business becomes commoditized, you become just another face in a sea of similar products or services.
If this is happening to you, you need to change businesses.
Even if you don't feel "commoditized", switching gears and putting your Web business into information mode can only bring good things.
The first step is to make "psychological leap" from being a product or service provider to being an information provider.
Which means you're going to become an educator.
You're going to start teaching people about your niche in a MUCH BIGGER WAY than you have been in past...
And you're going to compete on whole new turf from here on out. Instead of competing with every other Joe or Jane selling their dieting ebook or doing horoscope readings, you're going to be competing with those providing solid information about weight loss or astrological services.
A much more pleasing scenario.
Sure, you can still have your root product or service. But that will no longer be central focus of your business.
Being in information business offers you a flexibility that simply being in product or service business doesn't. You'll widen your horizons and branch out into totally new sub-areas of your present niche.
Step #2. Build A New Knowledge Base
In order to educate others, you need to know what you're talking about.
Even if you already have a huge amount of knowledge, you'll find that once you start to write and teach there will be plenty more to learn.
In teaching business there's an old saying:
"The easiest way to learn about something is to teach it."
The very act of passing on information to others will stimulate your research. You'll gain knowledge and develop fresh approaches to new areas, and even to old areas you may have thought you knew everything about already.
Consider this. If you are reading about something only because you think you "might" need information one day, how motivated will you be to really get down and study?
Better to just enjoy a novel.
But if you're reading something because it's contributing to an article or report or book or other info vehicle you're in process of writing -- one that enhances your image as an expert -- then you'll be much more motivated to read and study.
As you read and study, use power of your imagination to see yourself in a new light. As a soon-to-be respected writer and teacher. As a distinguished information publisher. As an expert consultant and coach.
Step #3. Publicize Your New Expert Status
There are four dirt-cheap vehicles (outside your basic website) you can use for establishing your position online as an expert information provider.
If you don't yet have a blog, you're missing out on a great low-cost publishing vehicle that will get your info out there on Web RIGHT NOW.
This blog should be an informational blog, where you teach and pass on info about your niche. Not a "chatty" blog where you pour out your feelings and talk about your personal life all time.