The following is an e-mail I sent to one of my e-commerce clients. After writing it, I thought a lot of people could benefit from this advice. So here it is (names have been removed):
“Hi XXXX. You asked about ideas on improving your online sales without paying Google and Yahoo more money. Here’s my #1 suggestion.
As you know, people do business with people they like, know and trust. I also believe there is a large enough market for you to make good cash selling what you sell.
You just need more people knowing about your stuff and thinking of you when they’re buying clothes.
Imagine what it would be like if all the girls basketball players and WNBA fans in the U.S. thought of xxxxxx.com whenever they needed a new t-shirt, pair of socks, etc. Right now they think of going to Target, Wal-Mart or someplace like that.
I’m sure a large percentage of those girls would rather buy your stuff. If they would just think of you when it comes time to buy, they would ask their Mom or Dad for a WNBA jersey or a girls b-ball t-shirt – – don’t you think?
But you don’t have Target or Wal-Mart’s ad budget. You don’t have stores on every major corner in the US.
You DO have something they don’t – – YOU. You love the WNBA and girls basketball. You’re passionate about what you sell.
You also have the great equalizer – – the internet. Anyone can put up a blog or a website for relatively a few bucks. Plus you can send an e-mail everyday if you wanted to for nothing. Now on to my main point….
In my opinion, you want thousands of girls basketball players and WNBA fans thinking of you every week. You want them to look forward to hearing from you. You want thousands of fans opening and reading your e-mails as soon as they get them.
Here’s the catch, people won’t open an e-mail just to find out a shirt is half price or the newest jersey is in stock. But they will open your e-mails immediately if you send something they’re passionate about – like basketball tips to improve their game. Or news about personal appearances of their favorite WNBA star. Or gossip about a trade or some other WNBA news.
That’s my recommendation. Start a blog. Have an e-mail sign-up for blog updates. Make your blog entertaining.
In your e-mails, don’t put the whole blog article. Put just enough to wet their appetite. Then give them a link to read the rest.
Once on your blog, you have them in “your house.” You can have links to your store and other things to get them to remember you. You also include info about your store at the bottom of all your e-mails.
This isn’t a get rich quick solution. This will take time and hardwork. The good thing is that you can set-up your own blog in a few minutes. No charge. You can also set-up an e-mail tool to collect e-mail addresses and send professional e-mails easily.
Again, this takes work. I can help you. I can guide you. But I can’t do the work for you. I recommend blogging at least once a week. Google loves blogs. I think this will really work for you.
You have the opportunity to be a big-time player and outshine the big boys here, if you choose to. Wal-Mart & Target can’t talk girls hoops like you can. They don’t have a chance against you if you put some competitive fire into this and work it….
If you’re really ready to take this to the “pro” level, let me know. I’ll help you.
PS – There are several steps to making this a success that I didn’t have room for in this e-mail. If you’re interested, we’ll discuss.”