The only 3 marketing skills you need to master as an eCom business owner [Part 2]
I would like to start by stressing that, yes, when you are starting out,
It is vital that you master these skills.
However, as I have said before, there will be a time in your business’ growth when you will pass the reins.
You have a business to run, and if you can’t effectively delegate tasks, you’ll burn out faster than aluminum oxide.
The keyword here is EFFECTIVELY.
You know your brand better than anyone else.
You know the voice, the content that resonates with your customers, the triggers that get them to buy.
You can’t let someone else figure that out through trial and error.
The second skill is one that you should never let go of… at least not completely.
SKILL #2: OFFER STRATEGY
You need to be able to craft offers that your customers CAN NOT RESIST.
And you need to be able to present them in a way that my 18-month old son can figure out.
The most common misconception I hear about offers is that all they are is a discount.
Yes, a discount might be PART of your offer, but it’s only a small part.
A truly great offer stacks all of your value propositions neatly and beautifully,
This includes:
Your product’s function
Your shipping speed
Shipping cost
Guarantees
Your transformational promise
Social proof
Scarcity
Available inventory
Etc.
Again. Stacking Value.
The heat of the offer lives in the difference between the value you’re presenting and the price that you’re asking.
Presenting your offer is a whole other can of worms.
As an eCom merchant, you need to understand what you can and can’t do, tech-wise.
The temptation with newer merchants… actually, no. With ALL merchants,
Is to come up with an offer that requires their customer to have a PhD in the Philosophy of Logic for them to redeem it.
Simple is always better.
This ties right back into yesterday’s email about copywriting.
Simplicity and clarity trump all when it comes to presenting an offer.
As is tradition, I will leave you with a quote.
This has been said by many people, but my man Mark Twain said it best:
“I didn’t have time to write you a short letter, so I wrote you a long one.”
