Building An Internet Business From The Ground Up....Part 3
By: John Skorczewski
Hello,
Summer is definitely here! I took the kayak out for a spin on the lake yesterday and I gotta tell you...it was
pretty nice. Do any of you kayak? You can't beat the exercise...and I dig the scenery. How do you usually
kick off the summer?
In Last Week's Issue I talked to you
about my second step in building an Internet business, today I want to continue with the third step....the web site.
The cornerstone of any Internet business is...of course...the web site. But most people go about the web site all wrong.
They either spend hundreds or thousands of dollars hiring someone to design them a beautiful web site, they buy one
of those cookie cutter ecommerce or shopping cart sites, or they try to do it themselves and end up with a site
that looks like a 4 year old designed it.
In my opinion, all three of those are the wrong option.
The first thing we need to focus on is purpose. What is the purpose of your web site?
The purpose is not to look good....it's not to make you feel good...it's not something to be proud of and show your friends.
It has one purpose, and that's to sell your product.
I say product instead of products (plural). In my experience, a web site that tries to sell many different products
is doomed to fail...(unless you have a whole lot of experience with that sort of thing). Instead you need a web site
that sells just one item.
The entire point of the web site is to grab a person's attention within the first 2 seconds that they arrive at the site.
How do you do that? With flashy, expensive graphics and logos? No....
With a picture of your office? No....
You do it with a headline.....a big...bold headline that is written to target the type of person that would be
interested in buying your product.
What does that mean to you? It means that you shouldn't focus on anything else except writing a headline
that will grab attention.....after that you shouldn't focus on anything except writing a sales letter that
convinces a person to buy your product.
A good web site doesn't need any graphics or logos...it just needs a good headline followed by a good sales letter.
Here's an example of what I'm talking about.....look Here that's
a link to the site that sells my latest paperback book. Notice how that site is basically just a sales letter?
How much do you think it costs to make a site like that? Not much....actually, nothing. I sat down with a pen
and paper, wrote the copy...tested a bunch of headlines...slapped it all up, announced it to my readers of this
newsletter and WAMMO...instant sales.
Why make it any more difficult than that? Why spend thousands on graphics and logos and expensive web
designers?
So the trick is (and you've probably heard me harp on this over and over again in the past) to write a killer sales
letter....then just slap it up on a web site. Use any old cheap $20 or less per month web host and away you go...
Here's a great tip for writing the sales letter....imagine you see someone on the street and you run over to them
and try to convince them to buy your product....what would you say?
How would you get their attention and get them to stop walking and listen to you? That's your headline....
What would you say after that? How would you convince them to buy? How would you keep them interested enough
to keep from walking away? That's the rest of the sales letter.
Write it as if you were talking to one person and trying to convince them to buy your product.
This is especially helpful in the early stages of your business when you might not have a lot of money to spare.
What happens if you spend $500 or $1000 to design a web site and then nobody buys? You're out of luck.
With a sales letter site...if nobody buys, you simply tweak your headline and try again....and you keep tweaking
your headline and sales letter till people buy. A simple sales letter site allows you the all important ability to
tweak as you go along without spending a fortune on web designers.
That's all for this week. See you next Monday!
John Skorczewski
(pronounced Score-Chess-Key)
Editor, WebPromotion-Weekly
http://www.WebPromotion-Weekly.com
Want to use this article in your own ezine or web site? You can...as long as you add this signature line
(including the links):
John Skorczewski is the publisher of WebPromotion-Weekly, a free ezine about Internet Marketing,
Promotion, Advertising, And Search Engine Submission as well as the creator of the popular Web Site Promotion software,
the Submission-Spider
