Wednesday, October 27, 2004

A Good Product

So what makes a good product to sell with Adwords?

Here's what I think:

1. Mid-range price. You don't want to sell something too cheap because you won't make enough comissions to cover your advertising costs. You don't want to sell something too expensive because, well, you want people to buy it. A product that makes a $15-25 dollar comission is probably a good bet (when you're getting around %50). I have tried to market a product that cost almost $100 and that really didn't go too well.

2. Easy access. Stuff that people can download and use today is probably best (that's where ClickBank comes in).

3. A Good Site. There are several aspects that combine to make a good sales site:

a) Those long, thin sites with the text in the middle are best (like the Google Cash site). I know this because the pros say so and the pros do so. You'll notice that all the big name marketers have long thin pages to sell their stuff.

b) The best sites have an opt-in e-mail newsletter that people can join. I was afraid of this at first, thinking that if people signed up for the e-mails I would lose the sale to the site owner, but it turned out that my fear was unfounded. Most site owners use the e-mails to extend their sales pitch while preserving my status as referer. They offer some free tips and advice, which build trust, and keep trying for the sale. This is good because most people don't buy on the first visit. They click, they look, and if they're interested they may come back later. Those e-mails make it much more likely that they'll come back later.

c) The site should look good. Good looking graphics are important, as well as nice colors. If you think the site is ugly, chances are other people do too. A good looking page goes a long way to build customer trust in the seller and confidence in the product.

d) The site should talk about benefits. Lots of sellers focus on the features of their product. You want to find sellers who focus on the benefits of owning the product. That is to say, they focus not on what it does, but what it does for you. What problem does it solve? What help does it give? How will it make your life better? Features are important too, but benefits are better.

e) The site should include testimonials. This is someone else, not the seller, telling about how great the product is or how pleased they are that they bought it. Testimonials are important for building that all-important confidence that people need to get to the sale.

Those are the basic criteria by which I judge a potential site and product. These aren't hard and fast rules of course, but they're pretty good guidelines. Here's a good example of a great sales site: This product is currently number one in the Pets section on ClickBank and is being marketed by quite a few people on Adwords.


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