May 17, 2006
Do you want to know how to be ridiculously successful in any business - including online marketing? It sounds so simple that it seems obvious, but delivering on it is anything but that. Here it is: figure out ways to save people time.
Is it really that simple? Absolutely. For example we've talked a lot on this blog about the way you set up your Web site and the more barriers you have to visitors the less chance you have of making a sale or getting them to do what you want. The reason why? Time. People don't have enough of it.
One of the strengths and weaknesses of online marketing is technology itself. It is great for automating things but is becoming a commodity. Everybody has access to the same technology and uses it. There is no advantage there, unless someone isn't using the technology you use, which doesn't amount to too many.
There must be another way to compete; and there is. One way of differentiation yourself from your competitors is ease of use and functionality of your site. While this is talked about a lot, the reason behind it is sometimes not understood. Sure you have the people that surf from site to site and move on quickly, which is part of the equation. But you also have those that are very interested that want to do business with you. It is here where your results are made.
Everything that you have on your site should be made to save your visitor time. Everything! Don't have more than a step or two to do anything. Make sure your instructions are simple and easy to understand and follow. Have big words and buttons or an arrow pointing if you have to, so they can do things quickly and efficiently.
Time, far more than money, is the most valuable thing to people in our busy world. Those who understand this will perform far better than those that don't. Look at all aspects of your business to make sure all of it is maximized for time management. Your customers will appreciate it and respond and reward you for it.
