Why You Can’t Drive Traffic
There is a myth online that has cost many people their fortunes, their chance to succeed and robbed them of their joy.
It’s the myth of being able to drive traffic.
In my 14 years online my experience has been this … no one can ‘drive traffic’.
If you have struggled to drive traffic to the sites you promote, be that your own site or as an affiliate marketer, listen carefully.
What you hear might just surprise you!
The fact is, you really can’t ‘drive traffic’ like cowboys (and cowgirls) drive cattle.
You see, there really is no such thing as traffic. I say this because the “traffic” we all seek is made up of people.
- People who laugh.
- People who cry.
- People who have needs.
So step 1 in mastering “driving” traffic is this —
Give up on “driving” traffic and begin focusing on ATTRACTING the right people to your site
I will be the first to tell you that this is easier said than done. No sugar coating that.
But it can be done, whereas forcing, or “driving” people to your site simply can’t be done reliably or effectively.
So now your focus is on attracting the right people.
Who are the right people? Simply put, the people who need the product or information you are offering.
But how do you do that?
Let me share one overriding principle and four specific techniques to help you attract the right audience to your offer pages.
First, the principle. This is important so I’m going to emphasize it.
People buy ONE thing and one thing only — SOLUTIONS
It’s true. The only reason people part with their hard-earned money is that they need a solution to a problem.
It might be a big problem or a little problem.
It might be an urgent problem or one that has been nagging them like an itch you just can’t seem to reach.
But the principle is the same — they buy solutions and nothing more.
Here’s a companion principle.
Every product or service you promote can be offered as a solution to a specific problem.
I’ll write another article on that topic soon.
For now let me say this, when you start selling solutions and not specific features will be the time you see your sales explode.
I’ve seen it happen time and time again.
Now for the specific “how to” when it comes to attraction marketing.
In order to attract the best possible audience to any site you want to promote you need the following things.
I’ve made the list and then elaborate on each a little.
- Helpful information
- Solutions to problems
- Massive value
- Limited offers (scarcity)
Did you use Google today? Chances are, you did.
If you did use them today, or this week, why did you use them?
You were looking for something.
- The lowest price
- A review
- A new restaurant
- Your long lost cousin
- A way to make money online
Something important to you.
Now of all the sites that could have gained your attention, respect and trust, which one did?
I’m willing to bet it was the one with the most helpful information.
The real currency of the Internet is information, not bits and bytes.
That’s why information products sell so well. Thank God!
More on that in an upcoming Quick Course.
For now, think about this.
How can you provide helpful information to people who are searching for solutions to their problems?
Believe me when I tell you that you have these solutions in your head right now.
Much like oil, we need to bring those ideas and experiences to the surface, refine them and then bring them to the market.
Solutions to problems
We’ve touched on this one but let’s look a little deeper.
The fact is, we all want solutions.
We want to lose weight, achieve our goals, make money online, find the right mate, save time, cook a fancy meal and much more.
The questions to ask now are these.
- How can the information I provide help a person find the solution to their problem?
- If I don’t have the solution how can I point a person to the solution to their problem?
Now for item #3, massive value.
Products today simply must provide massive value. But what does “massive” value look like?
It looks like this …
- A system that is easy to use
- A product that performs as promised
- A company that provides great customer service
- A product that solves a specific problem
Massive does NOT need to mean huge, as in “$27,000 worth of value for only $19.95!”
No, that’s hype. Often confused by online marketers as massive value.
Massive value means delivering on promises, helping customers actually achieve something they want to achieve and treating others as you would like to be treated.
Big question: How many of the products that you own deliver massive value?
Bigger question: How many of the products that you promote offer massive value?
You see, these are the things that never get thought about when someone sees a “high gravity” product and wants to blast out an ad without knowing anything more.
But these are the things that matter when working online.
Now to the fourth specific, limited offers.
Limited Offers – The Scarcity Approach
Let me start of by saying there are valid reasons to use scarcity.
If you are providing a service you have only so many hours in the day. That is a very natural form of scarcity.
But SO many offers we see these days contain false scarcity. The good old “act now or it’s gone forever” approach.
The fact is, scarcity works.
The reason it works is simple – people are more afraid of missing out on something than almost anything else in life.
Marketers know this, and they exploit it.
So how can you tap into the power of scarcity without exploiting others.
I believe there are three ways.
- Structure your offer from the beginning to be limited in nature.
- Mention the scarcity up front. Be honest about your plans.
- Pull the plug when the time comes.
Trust me when I tell you this is not easy to do. It’s darned hard to pull down an offer that is selling well due to the sale almost being over.
But you’ve got to do it because people notice. And because it’s the right thing to do.
Whether you are a product owner or an affiliate marketer, you can use the big four to your advantage beginning today.
If you would like to know more about HOW to use each leave a comment below.
If enough people express interest I will write an article about each one from the perspective of both a product owner and an affiliate, since I’m both! 🙂
Let me leave you with a few things to think about.
- How can you stop trying to ‘drive traffic’ and begin attracting traffic instead?
- What specific solutions does the product you are promoting offer? (Make a problem/solutions list)
- How can your marketing talk more about solutions than features?
- What value does the product you promote provide? Is it what you would call a massive value?
- How can you ethically use scarcity in your marketing?
- How can you provide helpful information free to the public in order to sell more of whatever you sell?
If you will think about those questions for a while I believe you will begin to see a whole new way of marketing.
A way of making money by making friends. By helping others. By having fun.
And when that happens you will have discovered a beautiful thing indeed!