Today among entrepreneurs, owners of online shops, and among ordinary Internet users, who occasionally need something to sell/buy (mostly used), are becoming more popular message boards on the network and advertising the goods/services in a variety of ways. However, many faced a situation when someone’s goods is sold out immediately, and someone, maybe even a higher quality or cheap, lie, and the ad no one responds. Specialists in advertising sales and media professionals (promotion in social networks) Karina Strelnikov, Olga Derevyanko, Ekaterina Lisunova and Peter Strokach argue that there is no catch — the secret of the success of the first that they wrote is correct, the so-called selling ad, and the second is just information. In addition, the author of the popular ads could hit the bull’s eye on several more parameters: it is placed in its place (in the right section, on the right site and the right quantity), the purchase of goods/services is clear and easy to selected target audience of this product, and the method of delivery and the possible return does not impose client-buyer the idea that he was dealing with scammers and may lose money.
RULES THAT SELL ADS
The first secret of a successful trade or a product promotion — the right ad. Today announcements-alerts, where the consumer is heard as more information came to sell ads, telling about the product more narrowly, but with maximum creativity. These ads are bordering on journalism and specifically taught to write SMM-specialists.
“Gone are the days when the Declaration was announced about the opening of the store, and in the “body” was the transfer of goods and services. Today it’s supposed to tell you about a product or service, but it is interesting, explains the expert of SMM Karina Strelnikov. Accordingly, advertisements from the owner can be any number, but they have to be creative — even if you go on the sales table one after another.”
According to the promoters, the goal is that the potential buyer read to the end, and he can do it, but only if he isn’t bored, even if he wasn’t going to buy the product/service.
“An ad on the Internet must be concise and read immediately without scrolling (the information must fit on the screen without turning),” — emphasizes the expert in advertising online Olga Derevyanko.
Taboo in the ad — the simultaneous sale and purchase of the goods.
TAKE EMPTY. The second rule, which I advise you to follow experts in the field of Internet sales is the headline that is immediately visible to read. It can be more than text ads and serve not only the title as such, but also be issued in the middle of the text. “A good option, for example, if some text as a heading highlighted that for to the consumer, — says Olga. — Assume selling will be the announcement of such a plan: “Lessons in judo, karate, Boxing will allow you to PROTECT YOURSELF in any situation” etc”. Here it will be interesting to highlight the promise of another color, and in the body of the ad — aptly emphasize the benefit for the buyer. Of course there are ads, when written, only “sell 4-room apartment, telephone so-and-so”. And you come across a person who just wants to buy a home — no matter where and at what price, but this is rare. The ad would work better if the author will emphasize the benefit to the consumer. For example, a convenient arrangement of rooms, the views, the Elevator, the infrastructure or the low price for urgency (from the left)”.
THE DISADVANTAGE TURN INTO ADVANTAGE. Even seemingly disadvantage to engage and attract customers. “For example, you can focus your ad for the target audience, — tells Karina Strelnikov. — If you sell a used refrigerator — you can select, for example, that the refrigerator. That is, that the refrigerator used, and sold for those who have a limited budget.” To make such an announcement, it is enough to ask yourself for whom is it written? For those who want to engage in online sales not only on the boards of sales and other types of advertising, the experts suggest to explore ways of writing boilerplate titles with question titles (How to become a millionaire? — a further advertisement in response to a question), promise benefits (5 steps that will double your sales) and headers with a shock sensation (your smartphone will light up if…). But with these headlines should be accurate in the case of “bust” they just irritate the reader.
MARKETPLACE — 50% SUCCESS
For those who sell goods/services on the Internet, it is very important to choose the right Bulletin Board or platform for advertising. It needs to be explored in terms of popularity, ease of ad placement, availability of the desired section and the availability of your target audience.
“If this is a new area and it rarely comes — there is no point in wasting time, especially if the ad also payment is expected, explains the specialist is Peter Strokach. — This Board can only serve for more”. It is also to be careful with the responsibility to declare: it is better that the service/product match with him. “That is, the refrigerator should be sold under “technology” and in “the refrigerator,” says Peter.
UNIVERSALKA. Some boards Internet ads have their own narrow focus (real estate, equipment), others universal. Of course, to act according to the principle of greater coverage, but still with an eye on the specifics. “We need to advertise on the universal boards, and then to narrow it down to those in your city (this is especially important when it comes to selling/renting a property) or spetsializiruyutsya on the product/service — advise masters of sales. And do not rush immediately to pay for the raising of the ads in the top (except for those sites where the placement itself is paid): maybe your product/service right now the maximum request. If customers call sluggish, it makes sense to make the ad more visible by paying for it in the first minimum term, to “feel” whether there is a General on the court your audience”.
TO IGNORE. It is necessary to abandon grounds that hide from the buyer the seller (themselves intermediaries). Also, by the way, the buyer should immediately strike out for himself the firm, which does not allow direct contact. “I recently found an interesting announcement. But when I decided to contact the author, it turned out that the reference only to the online store, where is also contacts, but there is a feedback form. This is a poor way of entrepreneurs,” says Peter Strokach.
You need to choose the appropriate section for your ad.
FEARS INCLUDE
When you as the seller of goods/services decide to advertise your product at different sites, promotion specialists recommend to put yourself in the potential buyer/customer. By doing this, it will become clear that the biggest fear for the past is to lose the money altogether, or to spend it in vain if in the end it turns out that the goods are faulty or not fit.
“So you as the seller must provide to his client as brief as possible, but at the same time detailed information about the product and suggest best and easiest method of payment — explains SMM-specialist Catherine Lisunova. On some message boards in the Internet system “sees” that, probably, the buyer decided to buy, and displays a warning about scams. Typically the idea is that customers do not make an advance payment for a product/service, as there is a likelihood of losing money. Accordingly, if after such warning the potential buyer will see your ad, where full prepayment is offered something to buy — there is a suspicion that you are just a cheater, which was a warning”.
OPTIONS. In a more favorable light entrepreneur who provides its client the choice of a convenient method of payment from several.
“This may be the calculation of the delivery, and 50X50 (when ordering, and after receiving), and full payment in advance, — explains Ekaterina. — Also, choose boards with the most simple functionality — where the method of payment is visible immediately, and even better — possible in a few clicks”.
Worst of all, according to the girl, when the payment method is “buried” in the depths, and even leads to the fact that, Willy-nilly, the buyer has to go to the website (businesses do it for the sake of cheating the public). Moreover, often even on sites you need to go to contacts, and there — “stretch” either the feedback form or mobile phone number on which a specialist company will gladly advise the client. It is worth remembering that people are lazy by nature, and two clicks for the client — it is a lot. Some at this stage refuse to buy a product and “out” of the ads.
CALL AND DELIVERY
The author of the advertisement, consider how it is going to ensure the receipt of goods by buyers. Here are a few options, and each has its pros/cons. Well, if you have more and better shipping options.
“For example, in many ads specify “pickup,” says Peter Strokach. Is, on the one hand, will protect the buyer from the fact that the product don’t like him (because he first see him). On the other hand, it narrows the target audience: out of town already, most likely, it does not take. Delivery by post/courier to the post office/home — also, in some cases, it may be not very convenient. First, the product is likely in this case, it may be more expensive (if there is cash on delivery when sending also costs money. In addition, in some cases, the entrepreneur shifts the risks to the buyer — after all, if the goods of improper quality, a frustrated customer will still have to pay the return shipping fees). But the delivery is convenient because coverage often extends to the whole country”.
To private OWNERS. Those who sell your used goods, of course, it’s best to send mail, and prepaid. But promoters are still advised to leave the flexibility for the buyer: even the payment 50X50 will cause the trust and will advertise your product as normal quality.
Shipping judge the intentions of the seller and the quality of the product.
RETURN: CONSUMER RIGHTS, CHEQUE
Rules of return of goods in transactions in the Internet, mostly little different from those in conventional outlets. Namely, in the case of purchase of goods in the online store the buyer may, without giving reasons to return/forward the item to the seller within 14 days from the date when he took the product in hand (even if packaging has been opened — should be the same as the buyer to examine the goods). Exceptions (exchange and non-refundable) are foodstuffs, products for babies, jewelry, medicines, hygiene items, perfumes and more (full list is in the Law of Ukraine
“On protection of consumer rights”). One condition: the preservation of the cheque and the intactness of the goods (if the goods are quickly broken — you may need expertise to prove that his poor sold. It is paid by the buyer, but if he can prove his innocence, he must return the money). “Unfortunately, a lot of paperwork no one is immune, — says Olga Derevyanko. — I had a case when they sent a product that was obviously damaged box sale. To accept the goods on return shipment and issue the refusal in the service delivery steadfastly refused. Only after talking with the boss and explain that I received a product that, most likely, was damaged during shipping, I still didn’t take, so not going to pay — I agreed to do a refund. As far as I know, then shipping and the seller was dealt with some time. But glad that without my participation”.
B/W. If you are buying a used item, there is the likelihood of returning is not something that is of low quality or even just nepogashenija a big question. “Despite all the measurements, the boots, I bought a little, — says Olga from Kiev Belyan. — I understand that there was no fraudulent intent, and the seller even called to find out whether the product. But after hearing that the boots are small to take back refused. Said that I can sell.”
The rejection of the goods. Can result in hassle, but also a return to the store may not go too smoothly.
