B3-CH36 – What Is Your Product

Let’s loosely define your “product” as “whatever it is that will monetize your website”. Your music perhaps. Your book. Your affiliate programs. Your ad space. Your services. Your merchandise. Your gigs.

Your success of monetizing your website by selling your product depends not only on how attractive that product is, or how nicely you present it to your visitors – but also on your reputation or authority, or on the quality of your site’s content and the overall feeling your visitors get when they visit you.

So, in a broader sense, your product is the complete experience.

When presenting your product, you have the following elements to consider:

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• Supporting information, directly or indirectly related to it (e.g. your articles, pictures, testimonials, etc)
• Ads – either individual graphics or whole pages dedicated to presenting the product, be it its features or what problems it solves
• Sales funnel – what forms part of your “product cycle”? Is it just the “main product” or do you have follow-up sales planned?
• Your relationship with the visitor/ member/buyer

Your supporting information must be of great quality, authoritative and trust-building. And above all, it really should be unique to you. So, if you’re promoting your album, that’s quite easy. But if you’re promoting a different or a complimentary product, it helps if you can somehow make it unique to you. You can do that by writing about how YOU use it, or show a picture of you using it, and so on.

Your ads need to engage, with their colors and design as much as with the “copy”, i.e. the sales texts you use in them. The ad copy you use needs to be consistent with the rest of your site and in keeping with your perceived character. If you’re known to be low-key and no-nonsense, then screaming, hype-filled ads will jar your visitors and maybe even put them off from visiting your site. If you’re a colorful and loud personality and that’s what your fans like about you, low-key and “boring” ads might flash by entirely unnoticed.

Your sales funnel must be logical and easy for the visitor to engage in. The idea is to take them by the hand, so to speak, and lead them from one action to another.

1. Here mate, accept my valuable free gift.
2. Just give me your email address so I know where to send it.
3. Would you also like to have “this” product? It goes really well with my free gift and it only costs $X?
4. If no, then enjoy the free gift and look forward to hearing from me some time in the future.
5. If yes, then pay here, and here’s your special product as well as your free gift. And stay tuned for more information from me later on.

You also must have a plan for how you’ll build your relationship with your visitors. Do you want them to just come, buy, and disappear? Of course not.

Or do you want them to join a follow-up list so that your can have another chance at selling to them again? Absolutely.

Do you want a relationship that’s built purely on sell-sell-sell? No sir.

Or do you want them to leave comments, interact – become friends? Yes please!

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Book 3 – Chapter 35Multiple Income Streams	Course Overview	Book 3 – Chapter 37Building Loyalty

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