It is a dry hot and humid day, as John lackadaisically watches the traffic go by on the main road.
He came here to break free from the daily chores of work, and this seemed a good investment. According to those in the know, he should quite comfortably make a easy living.
What was not mentioned, nor thought of by him, was how many others are there doing the same thing. So every day now, he faces David on the other side of the main road, doing exactly what he is doing.
John and David are both selling the same coolers, and if you are around there, everyone needs one.
Every now and again, a car pulls in at David’s place having a look around, but being the shy person that he is, he just leaves them to their own devices hoping silently that they would buy. They look and they leave. Maybe one day he will see them again, and then again, maybe not.
One morning, as John opens up for business, he notices a truck that had just pulled off the road at David’s entrance. After watching the commotion of the people getting out of the truck, he suddenly realises what is happening, David is putting up a huge signboard announcing his presence.
As the days go by, John sees his drizzle of traffic becoming less and less, all heading off to David.
On the other side of the road.
Quietly staring across to David’s, John thinks by himself whatever made him decide on this, should he call it quits. But with the amount he had already invested it would be a bitter pill to swallow.
In a last ditch effort, John decides to follow suit.
Put up a bigger board than David.
Geared up with his new plan, he heads off to the powers that be and after looking at all the figures, he comes to the cold realisation that a board like David’s will cost a small fortune, and that just to get more people who may not even buy.
He will have to sell a lot to just cover expenses, let alone make a profit.
After looking at all the alternatives, he decides on a smaller board.. At the price, it better work or he will be in the big city looking for a job soon, back from whence he came. ‘Has my dream become my nightmare’, he thinks to himself as he heads back. There is such a lot of traffic, if he could just get a little.
The board is up but the traffic only trickles in. Those that do stop stay only for a brief period and they drive off again. On the odd occasion one would buy, but the cost of that board far exceeds the profits.
One morning upon awakening it happens, in a flash of brilliance!
Scraping his last money together he buys a cheap fridge, fills it up with coke, changes the signboard to read “Free Ice Cold Coke”.
Very soon, his dusty entrance road has more traffic than what it can handle.
An ice cold coke is always welcome in these parts, especially with the heat as it is. So more and more turn off to visit, and they stay for a while enjoying the refreshing drink before continuing on their journey. Many of them then also buy a cooler.
John decided to put his shyness into his pocket, and spoke to the visitors and before they left he asked them for their business cards and if he could call on them. To his surprise, there were many more yes answers than no.
From now on, John is remembered as the guy who gave them a cold coke on a hot day, just what they needed at that moment in time. He gave his visitors a reason to remember him, a reason to stay for a while and sold his product in the process. A few weeks later, David’s board was taken down, and David left, back to the city.
So how does John’s story relate to you as an internet marketer?
Give your visitors a REASON to stay for a while.
Your bonus or giveaway should RELATE to your product and to your advertisement.
Your offer must make a LASTING impression, they must REMEMBER you. Give them exactly what they need in that moment in time, find the flash of brilliance, even if it costs a small investment.
If you give something away as a gift, ASK for their email in exchange. If you don’t, you will never see them again.
You must build up a RELATION with your visitors so that you are able to contact them at a later stage, or even follow up with a new offer.
You are the only one who will know what your visitors want, make it worth their while receiving it and they won’t mind further communication from you.
Create a TRUST relationship and they will actually open and read your emails.
If your board is up and you are paying for it, you must give your visitors what they are expecting, and you will receive what you are expecting.
So what is your offer?
Ari Tumijo is a freelance digital marketer and affiliate marketer, and was previously a full-time Brand Consulting Practice Executive as well as Head of its Digital Strategies with Rayan Daniyal Consulting (RDC) brand practice. He possesses 5 years of digital marketing experience and this website is the result of his continuous seeking and sharing of knowledge. With RDC, he was responsible for developing the solutions for clients seeking to improve their digital presence and brand equity in the social media space. In addition to account servicing role, Ari was also involved in business development for Brand Capital, a subsidiary brand of RDC. He has a Diploma in Mechatronics Engineering and spent his early career years in F&B Management and Semi-conductor industry.