If you are a small business owner the chances are you have undertaken some form of advertising at some stage. You will have to realize that consumers buying your product is actually a two-part process — the decision to spend and parting with the money. I know myself, I like buying on the Internet because I can easily do some comparison shopping and find the best price. I may visit a site a few times to check things out before I buy.

The Internet has offered the businessman new tools to succeed. Email makes communications instant whether across the street or across the globe. Websites act as virtual storefronts, allowing us to stay open 24/7.

Yet time has taught us that there is much more to success than simply having a web site or using these tools. The fundamentals of selling haven't changed, even if the tools are state of the art.

While these new tools may change the WAY people buy, it hasn't really changed WHY people buy. Here are three factors that will help you approach people in a way that persuades them to buy from YOU.

1. People aren't ON the Internet. They ARE the Internet. The same rules that apply at a Gap store should apply to your store. Is your site courteous and inviting? Does your site say in clear terms that you know your stuff and that people will get smart answers? Give yourself a checkup today.

2. People buy online just like they buy offline. If they are buying an impulse item, they'll click through and spend a buck. If it's a bigger ticket item, they'll shop around. Which are you selling? Is the look of your site appropriate to what you are selling? I don't want to buy designer chewing gum and I won't bank at a site that looks like it should be selling gum. Would you? I want to buy the stuff I usually buy, but I don't want to leave home to do it. Are YOU meeting my need?

3. People buy what they need, when they need it and can afford it. The key is to give people information that connects with what they need. The good news is that people need the same things they have always needed. Which of us doesn't long for more time, more money, better relationships with family and friends? The more your message is aligned with these needs, the better you will do.

Look at the trends in your industry. People will still buy cars just before vacation time and do most of their Christmas shopping about 10 minutes before midnight on Christmas Eve. Don't buck the trend. Understand and USE people's existing buying habits to your advantage, and kick your online efforts into high gear.

Barbara Chick Traffic Building for your Site!

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