Go First Class!

What are your biggest worries when you go online to shop? The two things the majority of internet shoppers fear most are
having their credit cards misused and abused, and
paying for something but not getting it, or getting junk.

Before theyre going to do business with you, they want to feel safe. Whether or not they do is pretty much up to you and the image you create of yourself and your business.

Being a class act - first class, of course - starts with your attitude. It includes your products or services, website, marketing effort, sales and delivery, customer service - youd be right to include everything.

The image you project is the one youre stuck with, whether its what you intended or not. If that image makes your shopper, your prospective customer, feel uncomfortable, the chances of your making a sale are slim to none.

For example, there are two sure ways a company can kill my desire to buy anything from them:
lie to me, or
insult my intelligence.

Many car dealers do both routinely. They shout about selling their cars at or below "dealer invoice". That tells me two things right away:
the invoice is a fraud, and
they think their prospects are idiots.

The term "invoice" implies the amount the dealer paid for the car, and I guess were supposed to believe it. How long would any company be in business selling their primary product at or below their actual cost?

Yelling at me doesnt help, either. And on-line, THIS IS YELLING!

Youd be doing very well for your business, and thus your future, by treating others the way you wish to be treated. Sound familiar? Would you be more likely to do business with someone you feel you can trust, or someone who makes you uneasy? Me, too.

Avoid ridiculous claims on the order of "Make $20,000 every day just by sending email!!!!!". Email what - ransom notes?

Write exciting copy, of course. Just keep it honest and see that its well-written. If you need help, get it. Its your future.

Present your product or service in the best possible light, certainly. But do it with integrity and sincerity. If they dont trust you, they wont buy from you.

And if what youre selling doesnt measure up to your claims, youll experience many complaints and returns. And youll probably get bad-mouthed all over the internet. And youll probably deserve it. Fortunately, youre a straight shooter so you neednt worry about that stuff. Right?

I once knew an Oldsmobile-Cadillac dealer whose television commercials consisted of beautiful scenes and relaxing music. A slide across the top of the screen read simply "XYZ Oldsmobile - Cadillac, Fourth and Main, Ourtown". In about the last 12-15 seconds a pleasant voice offered an invitation to come see the dealer for all your automotive needs.

Prospects were well-treated and customers treasured. About the only way a customer would buy elsewhere was at gunpoint, I think. His word-of-mouth advertising, even from people who werent his customers, was priceless.

You can make a strong profit, have a fine reputation, good traffic to your site and loyal customers. Go First Class and everyone benefits. Arent you worth it?

© 2001 Kent E. Butler

About the Author

Kent Butler has been writing for business for 30+ years and objects to tech-speak.If you want to get the best from your computer and Internet experiences, claim your free membership (with Kent) in The Newbie Club (all plain English!) by going to http://newbieclub.com/cgi-bin/sgx/d.cgi?GetHelp
Kent E. Butler © 2001

:To contact see details below.


keb@bayserve.net
http://www.butlermarketinggroup.com/