You need to focus, focus, focus By The IMC Team | Posted January 17th, 2008
Derek Gehl is Entrepreneur.com’s "E-Business" columnist - the following article appeared on the MSNBC Small Business Website
To compete effectively in large markets for affiliate products, you need focus.
Izak, one of my readers, recently sent me a great question. It reflects a common problem people have when they’re first starting out.
Here’s what he’s currently wrestling with:
"I have designed a website for the sole purpose of advertising affiliate products. I have six affiliate products on different pages on the same website that are in the same category like wellness, health and beauty. However my problem is how to write the sales copy or introduction page with the correct wording to attract visitors and buyers."
First, I’d like to point out that "wellness, health and beauty" are huge markets. After plugging each of those terms into Google, I received the following results:
- Health: 1.76 billion results
- Wellness: 173 million results
- Beauty: 1.06 billion results
You’ll never achieve success if you set up a general website promoting products that treat a variety of health, wellness and beauty problems. You’re going up against far too many competing sites.
And you’ll never be able to write the kind of highly targeted sales copy you need to attract qualified visitors to your site. For example, someone who’s looking for organic wrinkle cream isn’t in the same market as someone looking for a naturopathic treatment for Crohn’s disease–and you can’t build a website that effectively sells to both of those people.
So if you want a chance at competing in these incredibly large markets, you need to do three things:
- Focus on your individual product pages, not on your main homepage.
- Focus on one specific problem that each of those individual products solves.
- Focus your pay-per-click and search marketing efforts so that every ad and article you write addresses that one specific problem and takes visitors straight to the landing page for the product that solves that problem.
In other words, you need to divide and conquer. The best way to guarantee your online success is to make sure each of your affiliate product pages appeals to a highly targeted group of people. The more targeted your affiliate product pages, the more easily you’ll be able to:
- Speak directly to your target market;
- Rank in the search engines for your keywords;
- Dominate a corner of your market; and
- Establish yourself as an expert in your field.
So start off by looking at one product at a time. Look at the different health or beauty problems it claims to solve. Then determine which of these problems a significant number of people are actively trying to solve.
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