Re: Improving profitability
MAY HERZ <may_at_inside-mexico.com> WROTE:
> We have been on-line now for a year, and have steadily
> increased the number of visitors we have. We sell
> educational videos and cd's, and publish a monthly
> newsletter. Problem is, not too many sales and lots and
> lots of visitors to the newsletter...teachers
> requesting permission to use information, happy
> readers.... My question is, how can we improve the
> profitability of the website?
May:
The problem is that you haven't fully built out your
branded community. It's not enough to simply collect
e-mail addresses and send monthly updates. You have
to create a culture that turns your visitors into
evangelists. That means implementing programs that go
beyond just selling the stuff you've got. Build
programs that invite involvement and participation
from those members. That will lead to sales, if the
programs you build bridge your products as part of the
solutions to your visitors' problems.
I have a couple of chapters on this in the book
(<--plug http://www.revengeofbrand.com) and free
articles at http://www.robfrankel.com/archive.html
that explain this fairly thoroughly.
Don't give up, you're halfway there.
Rob Frankel, http://www.robfrankel.com
Big Time Branding Guy and Author of "The Revenge of Brand X: How to
Build A Big Time Brand on the Web or Anywhere Else" & "The Frankel
Tapes -- Volume One" on sale now at http://www.revengeofbrandx.com
Received on Fri Dec 08 2000 - 12:32:22 CST
