SHOULD ALL BE IN THE INFORMATION DELIVERY BUSINESS
by: Cary Christian
Those of you who are reading
this article are involved in many different types of businesses. You sell
software, books, art, hardware, services of all types, telecommunications,
web hosting, ISP services, reference guides, and much more. But I believe
there should one one common thread to all of our businesses. We should all
be in the information delivery business.
I do not mean to imply that we should all write ebooks and special reports
and stop selling what it is we sell. Not at all. I'm suggesting that you can
increase sales of your regular products dramatically if you shift your
FOCUS to information delivery as opposed to advertising.
Many people view their website as a billboard where they can advertise their
products. They market and advertise to get people to visit their website
where more targeted advertising and a hard-sell sales pitch can take place.
The entire process consists of one overt sales effort after another.
If the overt sales effort is replaced with valuable information about the
subject matter of your products, I believe your sales efforts will be more
successful in that you will have higher conversion rates and you will
attract more visitors to your site. Let's take a look at why I make this
Let's assume that you sell severe weather clothing. You put lots of
information on your site about the benefits of wool and polypropylene
clothing, how they allow moisture to be wicked away from your body keeping
you warmer, and how they will continue to provide effective warmth even when
You provide informative articles and tips like this for every major type of
product you sell. You also include selection guides that help people
determine the products that are best for them based on their outdoor
activity preferences and the climate they live in.
Within these articles and tips, you explain the benefits of your particular
products, highlighting any advantages they have over your competition. This
is advertising, of course, but you can state these benefits in such a way as
to teach while you're advertising.
Your site has just become a clearinghouse of solid, useful information on
how people can protect themselves from the elements. What does that do for
First of all, your site has become a resource that should fare very
well with the search engines. The targeted content you've added will be rich
in the keywords that describe your products and that people are using to
find your products. Your content will also be original and useful which will
greatly assist you in landing a listing in the Open Directory. From this,
your traffic should drastically improve, and it will be very targeted
traffic as well.
Second, you've turned the sales process into a learning experience
rather than a sales letter. People who visit your site will be interested in
reading what you have written and will likely bookmark your site and come
back any time they need additional information. And while they're learning
and enjoying all the information you provide, they will be subtly learning
about your products and probably be developing a preference for your brand.
Favorable feelings about the information you provide will translate into
favorable feelings about your products, and they won't feel like they're
Third, you'll find other companies in complementary businesses will
want to link to you. For example, a company that sells climbing equipment
will want to provide your information as a resource to their visitors. This
will help improve your search engine rankings even more and will generate
more visitors for you as a result of people following the links to your
Fourth, you'll set your site apart from your competitors. People will
enjoy your format and appreciate the information so much compared to the
same old sales pitches and marketing techniques your competitors will still
Fifth, you will be establishing your company's expertise in your
business. People like buying from, and are far more comfortable with,
companies that know their industry and their products.
The old saying "Content is king" has never been more true. You just
need to understand that content can be tailored to your advantage and can
represent a powerful sales message that emphasizes the benefits of your
products in a most direct and easily understood manner. Keep these concepts
in mind and put them into practice as you continue to expand, build and
maintain your site. I know you will be pleased with the results.
Copyright (c) 2003