|Your strategies and actions as an affiliate directly affect
your Conversion Rate. This section deals with how to PREsell effectively.
Letís look at examples of how ďlow-cr affiliatesĒ create negative mindsets
by making how-you-reach, what-you-say, or how-you-refer booboos.
Now for a critical action step
How to Reach Your Visitor
Free-For-All Sites (FFAs) are a great example of how not to to reach
people. For the most part, they have become so seamy and useless, that
no matter what you say, youíre doomed from the start. A recent survey made
a request to affiliates for FFA success stories; not a single success story!
Compare this with how smart and open-minded your visitor feels when
he finds you via a Search Engine!
What to Say to Your Visitor
Don't write a site purely devoted to hard-selling your merchantsí products.
Imagine a visitor who hits your site and reads an immediate sales pitch.
That person will resist because he does not know you. Then, if (and itís
not likely) he clicks to your merchant, he gets another sales there
==> Negative x 2!
Never devote your site to one companyís product line. No matter what
you do, no matter how sincere you are, this kind of approach always ends
up smelling like a sales pitch. It simply makes no difference that you
honestly love the products -- your visitor will mistake your devotion for
selling. Remember they donít know you!
Itís far better to develop a concept that relates to that companyís
products and to other products from other companies that are complementary.
Develop related content that presells. Then get the click through in-context
How to Refer Your Visitor to Your Merchant
Banners are the best example of how not to refer your visitor to your
merchant (unless itís for products that you are not so proud to recommend
-- a banner is an ad, so youíre not putting your personal endorsement upon
it). In plain and simple language... people feel pitched when they click
on a banner. And people who feel pitched are difficult to convert into
Review your site or whatever other means you are using to REACH, TALK
TO, and REFER visitors to your merchants. Put yourself in your customerís
brain. What will he think, how will he feel, at each of the 3 major steps
If youíre doing everything perfectly, congratulations! You must have
a high CR. If you donít have a high CR, or if you see some big mindset
Consider how much higher your CR would be if a visitor found you in
a bona fide manner (ex., as a result of doing a search on a Search Engine),
then became your friend or your trusting admirer if you do a truly awesome
job, because you provided excellent content, and finally was led to a context-appropriate
The bottom line? Always consider how these actions affect your visitorís
Get inside your visitorís head -- realize how he will feel each step of
the way. Whatever you do, consider the impact on your visitor -- if it
does not make him more open to buy, donít do it.
How you reach your visitor
What you say to him
How you refer him to your merchant
Preselling is really all about selling yourself to your customer, every
step of the way. You reach the right folks in a proper fashion, you deliver
valuable, appropriate, editorial content, and you recommend visitors to
your merchant after they have come to respect and like you.
Your CR will soar.
Why does PREselling work so well?
|The "Most Wanted Response" ("MWR") is probably the most important
lesson in all of Make Your Site SELL! 2002 (MYSS! 2002). The MWR is what
you most want your visitor to do after reviewing your content.
Make Your Site SELL! 2002 has been proclaimed by most Web marketing
experts as the "single best resource" about selling on the Net. From product
development, to site-selling, to traffic-building, to store-selling, MYSS!
2002 covers it all. It's a must-buy that belongs in every e-commerce
Because a sale via any Affiliate Program is really a two-step process
-- it requires the delivery of two Most Wanted Responses, yours
and your merchantís.
As an affiliate, what is your MWR? No, itís not to get the sale. Thatís
the second step Ė itís your merchantís MWR. Your MWR is to get the click
(the click-through to your merchant) with the visitor in an open to buy
Let your merchantís site do its job and get the sale.
If I leave it up to the merchant's site to get the sale, I still donít
see how I have any influence on the conversion rate. I'd much rather sell
the visitor on my own site.
First, letís make sure we have our terms straight by using Make Your
Site SELL! 2002 (MYSS
2002) as an example...
Letís say that you have a large, high-traffic site that is all about
Web marketing, and that has lots of high-value content about marketing
and selling on the Net. If you write a terrific review about ďthe BIBLE
of selling on the Net,Ē Make Your Site SELL! 2002
You are not selling, youíre PREselling. After all, your high quality,
content-filled site, has already done a great deal of PREselling your visitor.
And your review itself should be a fair reflection of your feelings about
MYSS! 2002, written in such a way that you address the major benefits for
those readers who are assessing if they need it. Do this right, and your
CR will zoom. But if it reads like a hard-sell sales pitch, youíll quickly
lose credibility with your audience.
On the other hand letís say that you do not have a mega-content, ultra-high
traffic site and a widely read e-zine. But you do really love SiteSell
products -- thatís why youíre so proud to represent them. After all, youíd
never just want to push stuff on people, products that you do not believe
represent true value-for-dollar.