How to Separate A Good Sales Campaign From A Horrible (And Costly) Mistake

News by Joey Jordan Published on 21 Jan,2019 Updated on 23 Jan,2019

It has been said that victory has a thousand fathers while defeat is an orphan.  In other words, there are many routes to success while failure can often be a result of a single mistake.  This is even more relevant when discussing online sales campaigns and their associated pitfalls.  Unfortunately, many would-be entrepreneurs only learn this fact after it is already too late. 

This is why knowing what to avoid as well as those practices to embrace is critical.  However, the advice mentioned below is just as useful if you are a seasoned online business professional or if you are just entering into this exciting (and potentially profitable) world.  Let's first take a look at some common errors to recognize early on before examining the factors that can often lead to success.


The Bad, The Worse And The Worst

One common error is to imagine that a single sales campaign is able to address the needs of every business.  To be fair, this falsity is partially the result of online "gurus" who claim that they have found the ultimate secret to success.  if you believe such a statement, perhaps you also believe that the world is flat and that you can transmute lead into gold.

The fact of the matter is that agility always must be adopted.  Static and stale sales campaigns are nearly certain to fall upon deaf ears.  While these might be simpler to implement, they will serve little purpose is a failure is the end result.

Another mistake is believing that you only need a single online avenue to generate interest in a product or service. This can often be seen in standalone websites which have existed for some time and fail to receive an appreciable amount of inbound hits. Why is this the case?  This is most likely due to a limited amount of exposure.  Such a practice is similar to attaching a banner to a plane with writing that is entirely too small for viewers on the ground to read.  Once again, this is a sure-fire way to waste time and energy.

On a final note, never be caught and trapped into believing that all e-commerce platforms have been created equally.  There are many services which can be perfect for larger corporations and entirely unsuited for startup ventures. Unfortunately, this lesson might only be learned after you have committed a great deal of time and effort towards the implementation of such a platform. It is much better to shop around so you know what system is best suited for the needs of your business.

A Few Diamonds Amongst the Coal

Now that we have taken a look at some of the most common pitfalls, let's quickly examine the practices that have been embraced by those who are doing it right.  In terms of modern product promotion examples, one of the most effective is the ability to generate emotional interest in what is being offered.  This can be accomplished in several ways:

- Buy one, get one scheme.

- Seasonal discounts.

- Daily online offers.

- VIP rewards and loyalty points toward future purchases.

The main intention behind each of these strategies is to place an emphasis upon the fact that visitors will be missing out if they do not act now. This type of psychological impetus is a great way to generate initial interest and to keep first-time clients coming back for more.

Another great promotional tool to employ is targeting the individual as opposed to the generic customer.  What does this mean?  Let's take a look at two ways in which the same product is offered to the customer:

- "Dear sir or madam.  Please take a look at our latest offers to find what best suits your needs."

- "Hello, John. We saw that you have recently purchased "product A".  We have therefore put together a list of similar offers that you might be interested in".

Which one do you think will resonate the most with the recipient?  While the first statement is bland and impersonal, the second one illustrates that the company takes the needs of its clients into account and that it does not wish to waste their time with superfluous marketing offers. 

The main takeaway point of this article is that while there is no discrete "right" way to sell a product online, there are plenty of wrong techniques which should always be avoided.  Even the most experienced individuals can make the mistakes mentioned above, so always be cognizant of the steps that you are taking in advance if you hope to avoid costly pitfalls.  Feel free to download and print out this article if you are looking for a quick and insightful go-to resource.