Who the Heck Are YOU, Anyway?

Clients often say to me:

"I sell a few products on my Web site, but nowhere near enough to pay the bills. How can I sell more?"

I've looked at hundreds of speaker Web sites, and I reckon I've found the single most important reason why. Actually, there are lots of reasons, but if you don't sort out this one, then nothing else matters. Yep, it's that important.

Here's the most important question you have to ask yourself:

"Why will people buy from (insert your name) instead of (insert name of the world expert in your field)?"

So if you're in sales, you're comparing yourself with Zig Ziglar; if you're a motivational speaker, it's Anthony Robbins; in business growth, it's Tom Peters; in time management, it's Steven Covey; in small business, it's Michael Gerber; and so on.

Why should you ask this question? Because you can bet your bottom dollar that your site visitors are asking it! So if you don't ask - and can't answer - that question for them, you'll never succeed.

Does that mean you're doomed because you're competing with Zig Ziglar, Tom Hopkins or Anthony Robbins? No, no! You just have to find reasons why somebody visiting your Web site would buy your product instead of theirs. Reasons like ...

You know the Australian (or whatever) market
They've seen you speak and they like your stuff
You've worked in their industry
Your stuff is targeted at their niche market, whereas the big names create products for a mass market
Your stuff is cheaper
Your stuff is local, so postage costs less and takes less time
... and so on ...

Whatever the reasons, make them clear to your customers, so that you answer that magic question for them.

Key words: Internet Marketing, expertise, positioning

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Gihan Perera is the author of "Get Active: Web Sites for Speakers, Trainers, Coaches and Consultants" and "Fast, Flat and Free: What You Need to Know to Stay Ahead in a Connected World". Visit http://GihanPerera.com and get your complimentary copies now.

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