Have you noticed that? Often when I’m writing a post, and I’m talking about the visitors to your site, I refer to them as “buyers”. It’s important what words you use. I believe so anyway.
The reason I call visitors “buyers” is because that’s what they are, right? Do you want your readers to visit, or do you want them to buy?
I highly recommend letting this idea take full hold on your blogging and internet marketing, because it’s a lot more powerful than it might seem on the surface, and the most powerful concepts are almost always the simplest and easiest to miss! Focusing on the fact that every visitor is a potential buyer can have a significant effect on nearly every aspect of your internet marketing.
If you think of every visitor as a potential buyer (instead of just “traffic”), you will be compelled to customize the experience for every visitor possible. Instead of just “driving traffic”, you will focus on building a unique and valuable experience for EVERY visitor, not just the 2.3% who happen to buy from you. This effort alone can seriously increase your closing ratio, because it forces you to look at the details. It’s easy to look at 1,000 visitors and be pleased with the fact that you’ve gotten a few orders and made some money. And don’t get me wrong…that’s a good thing. You should absolutely be happy when you’re making money from your business! But look at the fact that HUNDREDS of people left without buying anything or communicating with you in any way. This isn’t defeatist or focusing on the negative, because what you’re doing is searching for opportunity. You should care about the ones that get away. You should focus on the fact that THEY are buyers too…they’re ALL buyers!
The people you sell to are hugely important, but the people who DON’T buy from you…those people are an even larger asset, because they show you what you’re doing wrong, where you’re dropping the ball, where you’re failing to provide value. They can show you, if you’re willing to do the work, how you can improve.
We should always be seeking to improve. We’re not “closing traffic”, we’re selling to people. And when someone doesn’t buy from you, you need to realize that is a real person who didn’t find value in what you’re offering. Why? The answer to that question is what will make you a millionaire. But you will only have the guts and tenacity to continue asking yourself that question day after day when you realize your traffic is more than traffic. They’re people. They’re buyers. They’re customers. Every single one of them.