It’s not always an easy task. Sometimes discovering what your customers really want is like pulling teeth. It is imperative for any business owner who hopes to develop new products/services or to write effective advertising copy to know what is important to his customers. But when direct questions don’t deliver results you need, what’s next step?

Actually, your competition can often lend a hand in this area… and without even knowing it! Many marketing pieces such as brochures, sales letters, or Web sites include testimonials. I’ve found over years that this is an untapped source for “customer intelligence.”

Look at this example from a Web-design site:

"I’m truly speechless! I knew my site design was in need of revamping, but I never imagined how exceptional it could look. You have done an amazing job! The colors, graphics, layout… everything shows that you have a good understanding of my business and my target audience. You’ve made me look as professional as IBM! I often bring site up in my browser just to remind myself that this really IS my site. I am a loyal customer and would not hesitate to recommend you to anyone in need of professional Web design services."

What do you think this customer wanted based on his comments? A few things he mentioned were:

1. colors 2. graphics 3. layout 4. his target audience 5. professional

Here’s another one from a copywriting site:

They are baffled day after day. Who? Businessmen and Entrepreneurs alike, who are now turning to web in record numbers looking for new ways to reach their target markets. The problem they are running into is as old as web itself.

How do you sell on Web?

This is question that is asked by both new and experienced marketers. From MLM to affiliate marketing to small business, we all come up against this seemingly impermeable wall at some point in our marketing careers. Until we answer this question success is out of our reach.

So where do we go from here? The answer is really not an answer, but more of an equation that equals success. The problem most marketers have selling on web is that they do not fully understand equation and so can never reach answer.

The Equation.

Selling on web is as simple as leading your prospective customer through following process.

Capture Attention + Gain Trust + Recommend + Sell = SUCCESS!

Your customer needs to be brought through process in that order. Many Marketers are trying to sell before they recommend and even before they have There prospects trust! This is a sure way to make ZERO sales. The success of this formula lies in human psychology.

The Psychology of Selling.

Before you can sell anyone else you must look into yourself and understand how you are sold. The "Art of Selling" can be described as such:

The act of connecting people with products or services they want and need.

That's it! And so we see that we are not actually "selling" per say, but instead we are trying to FIND and TARGET people who are in need of your business! This is a very important distinction. If you don't believe me try to sell a toupee to someone with a full head of hair. See what I'm saying? It's much easier to target people who are in need of your service, than to sell to those who don't.

Capture Attention.

We capture attention with a headline. The headline of this article is "The Art of Selling on The Web." Do you think you would have bothered reading it if it was titled "The History of The Rocking Chair"? Most people wouldn't, unless you have a specific interest in rocking chairs.

Gain Trust.