Project Product Preeminence
The product selection and its associated price range play a major role in how visitors perceive your online business. In fact, the average online marketer shoots himself in the foot without even realizing it, just because they don’t think about people’s psychology when they visit a website for the first time. This article will offer a new approach to help you project product preeminence to your first-time website visitors.
A lot of this parallels social dynamics. Two identical people walk into a room. One practically glows in the dark while the other goes unnoticed. Why? It all boils down to the confidence the person is projecting and that shows through in the way he walks, the way he moves, the sparkle in his eye and his comfort level in the space. We need to use the same concept in online marketing.
In social dynamics, they refer to this as owning the frame. When someone visits your website for the first time, they don’t know what to expect. They are in a state of receiving. You own the frame. You can present whatever reality you want. And the information you project will directly influence the perception the visitor will retain long after he has left your website.
One of the biggest components you can change on your website is your product mix and the prices you charge for those products. You could offer products ranging between $2 and $25 or you could offer products ranging between $2 and $12000. And the difference is significant. In the first case, you’re nothing more than a retail vendor. In the second, you’re a portal to a parallel universe.
What can you sell for $12000? Well, that’s only a function of your imagination. In most cases, you can take your product or service and create an annual 4-day retreat full of events involving your product or service. Never underestimate the passion of your customers for the product or service you provide. You might be surprised how many people would consider such a retreat as a way of weaving your business into their personal lives.
I’m not suggesting a 4-day retreat is the only option. There are endless possibilities for expensive extensions of to your core value proposition and you need to sit down and brainstorm for ideas.
There are two beneficiaries of this approach. The first is the group of customers who have the passion to get more involved in the product or service you offer. But the second is the ongoing stream of first-time visitors who stumble onto your website.
When someone views a website for the first time and sees a $12000 product choice, it completely changes their perception of your business. They immediately assume you are an authority in the product category and perceive your business as a parallel universe; a world they’ve never seen. And their confidence in your products goes up dramatically.
Projecting confidence is the key. Build your website to project an overwhelming online identity and your visitors will treat you differently as a result. Widen the price range of your product selection and you’ll immediately see a difference in the interactions browsers have with your website. It’s an opportunity available to all webmasters but few take advantage. Be strategic and reap the rewards.
