Sell Every Click..

In the early nineties, when I was building up my consultancy business, I was invited to meet with a prospective client to talk about a major change management programme that they were planning.

The organisation was experiencing the aftermath of a merger and bring two cultures together was causing some conflict. The primary objective of the change management project was to create a new culture to take the business forward.

What they were missing in their grand plan was the fact that you can't change an organisational culture, unless you can change the people. The second issue that this strategic group had completely misunderstood was that you can't force change on people, they have to own the change themselves.

It's just the same online. You can't impose your requirements on your prospects, your subscribers and your customers. Managing change is about selling; and selling is a critically important skill. Change, buying decisions and other choices are by an individual person. Each person has their own needs and desires and the true art of selling is to understand the decision making (buying) process. And to use that understanding to connect with that individual person with the right language at the right time.

You need to sell every click.

Each link needs to be associated with a call to action. Article resource boxes, text link adverts, banners, forum signatures, email signatures, optin forms, downloads, buy now buttons.. they all require the individual to make a choice.

Your job is to help them to make the right choice by providing them with a reason to click…  Simply tell them how they will benefit.