Think about the last few things you purchased.
Better still, think about those you ordered online over the Internet.
Was there anything common to HOW you chose where to buy?
While you read the rest of this essay, keep that question in mind - and ponder over it in the background. Then see if what you'll be reading soon matches the thought stream running through your mind.
Because this is about 'The YOU Factor'.
And understanding this powerful, subliminal and universal influence upon buying behavior will help you learn how to sell more.
It doesn't matter if you're selling books or candy, treadmills or mobile phones, a business opportunity or home repairs service... or anything else.
Some foundational principles are common to all. They lie at the heart of every shopping experience. And the smartest - and most profitable - sellers tap into it effectively.
So let's see how you can join them... by understanding 'The YOU Factor'.
What's The Difference Between Good & Bad Selling?
Well, it comes down to the person who's selling.
Are they good at their job? Or not?
And what makes them good or bad?
Let's see.
A 'bad' (or shall we be more generous and say 'not yet good') seller expects instant results - for little or no effort.
In other words, bad selling online reflects an attitude of: "Build it and they'll come - and buy!"
No, they won't!
Not unless you make them want to buy - from YOU.
That's what 'The YOU Factor' is about.
You see, a beginner to online selling has bought into the hype and hoopla around launching a digital business online. Believes it is easy, cheap and instant to find success.
Such an online seller simply pops up a website, lists some products or services, connects it all to an order processing system - and sits back hoping for sales to start flooding in.
When that doesn't happen, they get angry or agitated - because they've been fooled or misled by false promises!
But... were they?
Not really.
Why Should People Buy From You?
Let's say you've set up shop on your website. And through some brilliant marketing, you've found a way to attract hundreds of visitors to your digital storefront.
Now tell me WHY they should buy from you?
1. You offer products and services they want.
Yes, that's a good reason. But then, so do many others. And if it's just as easy to shop with them, then why you?
2. You have the best deals or lowest prices.
Oh, great. That's really nice. And all other things being equal, your discounts or offers give you an edge. But that comes only AFTER they decide to shop with you.
3. You provide excellent customer support, have rock solid guarantees
Fantastic. They'll love it. And this will definitely move the needle in your favor - but only after they've first convinced themselves about shopping at your Web store.
And all these things don't address the core issues at play in such decisions.
So what are those intangible things that are at the root of every buying decision?
The YOU Factor - Explained
Early in my journey as an online entrepreneur and owner of a digital business, a mentor taught me this powerful lesson.
People buy from those they Know, Like and Trust.
If you're just getting started, you should print that out on a card - and place it somewhere you can see every day as you work on your digital business!
Because it's that important.
People do business with other people.
Specifically... YOU.
Until they are sold on you - they will hesitate to buy from you.
Your prospective shoppers should know you... like you... trust you.
Or your business.
And to get enough people to know, like and trust you isn't quick or easy. It can take months, even years. And it can cost quite a lot of money and effort to accomplish.
Back in the 1990s, I would joke that my fledgling e-commerce ventures were MORE profitable than the growing behemoth called Amazon.com
Sure, I was only taking home a few hundred bucks from my efforts. But on the other hand, Amazon.com was losing money hand over fist at the time!
😂
Why did Amazon.com do it?
Jeff Bezos was making an investment into the future of his business.
To be noticed by prospective clients.
To impress and delight them.
And eventually, to win their trust.
Fast forward a couple of decades, and you'll see how nicely this played out.
Through my websites, I have never once sold over five-hundred thousand dollars worth of products and services annually.
On the other hand...
In 2023 alone, Amazon.com reported net sales of over five-hundred BILLION dollars... in a year!
That's how powerful 'The YOU Factor' can be in growing your digital business.
Therefore...
What's your primary goal when you want to sell more online?
Reading between the lines, it should be obvious.
Among your top goals for an online business, you should list 'The YOU Factor'.
And brainstorm ways and means to get folks to know, like and trust you.
How can you do it?
Let's see.
How Will People KNOW You?
The days are long gone when you could just build a website - and be news worthy!
In 2023, Forbes.com reports that there are 1.13 BILLION websites in the world... of which roughly 200 million are active.
This means you must work hard to stand out and be noticed.
It also means that, even with very deep pockets and money to burn, you cannot expect to be noticed by a large slice of the networked population that uses the Internet.
So you must focus only on people relevant to your online business - and use effective ways to get noticed.
Advertising involves paying for attention. There are many different approaches to advertising, including banners and posters on the Web, email communications, contextual text/image ads or sponsorships within content, social media ads - as well as several other channels offline.
Marketing involves getting attention and shaping opinions - with or without expense. So clever marketing can save cash and still bring you prospective shoppers. Search engine optimization (SEO), press releases, content marketing, blogging, joint venture deals and more can work wonders.
All of this will get word out about you - and your business.
And that's a great thing.
Still, it's what comes next that matters more.
When Will People LIKE You?
You'll attract a crowd of curious prospects through ads and marketing. But to cut through their apathy and appeal to their interests, you must work harder.
Add value. In some way or the other.
You might give them something they're searching for. A solution for a vexing problem. A suggestion to improve their life. A moment's thrill, joy or happiness.
The higher the value you offer, the more consistently you give it, the more your prospects will like you - and your business.
You might do something they want to be a part of. Like supporting a worthy cause. Or taking up a compelling challenge. Or doing something cool, trendy or exciting.
The more welcoming and engaging your approach, the higher your chances of winning a visitor's heart.
And once you've grabbed their attention, hooked them in by offering value, you arrive at the trickiest stage... of winning their trust.
How To Make Them TRUST You?
While the two earlier steps are somewhat predictable, even formula-like, this one isn't!
It takes a lot to earn a prospect's trust - especially in an online environment rife with scams and scandals.
Still, there are some things you can do to enhance the appearance of being a trustworthy business with credible practices.
1. Social Proof: By displaying signs that other clients like and trust your business, you make it easier for new visitors too. Feature testimonials and reviews by delighted customers. Share your newsletter's subscriber count, or Twitter following figures, or number of Facebook friends as 'proof' of how popular you are.
2. Credentials: If your business is authenticated by reputed agencies or industry bodies, you could feature stamps and seals in support.
3. Track Record: After you've been around for some time, proudly brag about your accomplishments - to convince hesitant visitors that you're reliable and resilient.
4. Showcase Results: If you've helped customers achieve desirable outcomes, talk about them. Be specific. And share data, metrics, case studies and white papers to document your expertise in the area.
Maybe none of these independently will make an impact.
But the collective effect of several signs of trustworthiness will gradually - and relentlessly - move a curious looky-loo up a happy spiral to...
a cautious trial-user, then
a satisfied potential shopper, and later
a delighted buyer, and
a loyal repeat customer, and
a raving fan.
The YOU Factor : How To Implement Your Plan
All of this sounds good, in theory.
The trouble begins when you begin to put it to work in practice.
That's when you realize that it isn't quite as easy as you expected!
Nor does it happen on a time-table that you'd prefer.
It's easy to get frustrated - and point a finger at others, blame them for leading you astray.
But wait... it doesn't have to be like that.
With a blueprint to follow, or a step-by-step guide to lead you along the path to success, you'll be able to implement 'The YOU Factor' into your own digital business.
In a FREE 5-day eClass titled 'How To Sell More', you'll learn more about the basics of getting people to know, like and trust you.
Sign up here for free - and receive the first lesson in your inbox within minutes.