Online Retailer Hack: Content Driven Ecommerce Helps You Sell More

Regular readers to this blog know that I am a huge believer in creating content on a consistent basis for your website. Content is huge in terms of marketing. It is the process of creating relevant information to attract and engage visitors to your site. I’ve been preaching the importance of creating content on a consistent basis for your website for years, yet most ecommerce sites are simply product-based. You open a typical ecommerce site and see products, prices, a hort description, and (sometimes) long descriptions and specifications. Occasionally you see a rare few following Amazon’s example and showing reviews.

Most ecommerce sites are simply product-based. A content driven ecommerce website on the other hand provides valuable information for the readers in the form of blogs. Click To Tweet

A content driven ecommerce website on the other hand provides valuable information for the readers in the form of blogs and other media, including YouTube videos, as part of the products that they sell. They tell authentic stories about how people are using their products and the results they are getting. This approach is much more powerful and these types of sites allow you to really stand out from your competition. Imagine sharing your customer’s stories every week and categorizing these stories by product type so they can be easily searched. You write a new post every week highlighting how someone has used your product or service, not as a sales piece, but relevant information for your readers. Perhaps your readers have contributed content, or maybe you’ve done a short interview with them to capture their success. The images are of your customers actually using and enjoying what you sell. Then, you give people the opportunity to purchase the product near the end of the story.

With WooCommerce, there are two ways you might do this using shortcodes. You could specify to include a single product page like this:

The problem is that the entire product page is then embedded into your post, including related items and the description. If you just want to include the add to cart button (since you have already included images and prices in your narrative), you can use this shortcode:
Where the id is the actual product id number that you are discussing.

You often see this form of content driven ecommerce with affiliate marketing and long-form sales letters or squeeze pages. But there is no reason you can’t do this with your own online store. In fact, there are a lot of good reasons to do this, even if you also approach your website in a traditional shopping cart mode.

There are a lot of good reasons to use a content driven ecommerce model, even if you also approach your website in a traditional shopping cart mode. Click To Tweet

Search visibility is one reason for considering a content driven ecommerce site. Search engines prefer new content and frequently updated content. They also like longer narratives as that gives them a better understanding of what your product page is really all about. But more importantly, customers love stories. Stories sell more. That alone should be a good reason to consider using a content driven ecommerce approach.

Customers love stories. Stories sell more. That alone should be a good reason to consider using a content driven ecommerce approach. Click To Tweet

Content driven ecommerce can both help educate and inspire. But a common challenge for many companies is that they struggle to […]

Why Consistent Action Matters

Guest post by Benji Bruce

Editor’s note: I got this as an email from Benji and he gave me reprint rights when I contacted him. And while he relates this to the speaking profession, it is very true of marketing any product or service. As business owners, marketing is not a one time thing, it is something we must do everyday. And the more we practice marketing, the more competent we become. Here is his email in it’s entirety:

I was watching Last Chance U on Netflix. It’s a show about college football players who want to make it to the NFL.

And I noticed something VERY interesting.

Almost every athlete they interviewed was certain they would turn pro.

But as you know, that’s not how life happens.

Several of them made bad decisions that ruined their careers.

So it got me thinking…how can you be so sure your life will turn out one way, and it ends up going a completely different direction?

As I watched the show, I kept thinking…

“If they want to play in the NFL, they have to practice when everyone else is resting.”

For most of them, when the coach says practice is over, it’s over.

I thought, “Would Tom Brady (he’s one of the best quarterbacks in NFL history) stop practicing when practice if finished? Or would he practice in his off time?”

The players in the Netflix show were so certain of where their life would end up.

And I’m sure this happens to a lot of people in life.

How certain were you that you would be in a better position in life by now?

How certain were you that you were going to crush it in business?

Only to realize that you’re older and not exactly where you thought you’d be.

Certainty isn’t the precursor to destiny. Competence is.

This is why the ‘law of attraction’ people can ‘wish’ all they want. But without skills to back it up, they go nowhere.

When people tell me they’re destined to be a speaker. That this is their calling…I think…

…And?

Do you get what I’m saying?

Certainty of your destiny doesn’t manifest it.

Competence does. Skills do.

Every day that goes by where you’re not working on the things that accomplish your goals is a day you lost to someone who is. Click To Tweet

And every day that goes by where you’re not working on the things that accomplish your goals is a day you lost to someone who is.

You might understand cold emailing can get you booked as a speaker. But how many emails did you send last week?

Or did you distract yourself by working on your book that you’ve been ‘writing’ for a year?

You might understand that spending money on advertising to build your list will help sell your programs. But how much did you spend last week? How many sales did you generate?

Or did you play around, create a couple of Instagram posts, maybe a video, and think that’s going to cut it? […]

Want To Sell More? Reverse The Risk!

Guest post by Eric Graham

Editor’s Note: Eric Graham is a friend and I asked him for reprint rights to this article. It is the perfect followup to last week’s article on making an irresistible offer.

Want the formula for more sales? 💵

Here it is…

🧪 PV > PR = Sale

(Read on to find out what that means…)

🛩 As a pilot and aircraft owner, one of the most important responsibilities I have is managing and reducing the RISK for myself and my passengers.

The same principles apply in business and marketing…

One of the biggest barriers selling more of your products and services is the RISK involved on the part of your buyer.

Think about it…

Particularly if this is their first purchase from you…

Giving their credit card information and hard-earned money to a person or company they have never done business with before is a risky proposition in their mind.

They come into the transaction with an inherent level of mistrust, fear, and skepticism.

And the higher the price of your product or service, the greater the level of perceived risk in your potential buyer’s mind.

This is why $7 “Trip Wire” (personally dislike that term) or “Free Plus Shipping” offers are so popular at the front end of many funnels.

The low price point reduces the perceived risk in the minds of your buyers.

They say to themselves, “If I get ripped-off, so what? It’s only $7!”

The perceived value outweighs the perceived risk.

Your prospects WILL NOT BUY until the Perceived Value (PV) outweighs the Perceived Risk (PR). Click To Tweet

In fact, your prospects WILL NOT BUY until the “Perceived Value” (PV) outweighs the “Perceived Risk” (PR).

It is a simple and reliable formula.

PV > PR = Sale
PV < PR = No Sale

It is predictable and binary.

And it works EVERY TIME!

As long as the perceived risk of taking you up on your offer is lower than the perceived value, they will buy. Period.

And it’s often NOT the loss of the money that is the true “risk” in the transaction.

For many, if not most, prospects…

It is the risk of looking or feeling stupid that is the REAL psychological risk in most offers.

Nobody wants to feel or look stupid…

(That’s a big reason why “IQ Test Offers” are so powerful!)

Money can be replaced…

Loss of STATUS (or self-confidence) on the other hand, is a MUCH bigger “cost” than the loss of a little (or even a lot) of cash.

So, with this in mind, what can we as marketers do to reduce or reverse the perceived (and actual) risk in the offers we make?

There are 2 main ways we can do this… […]

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