Chicago irce 731

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Chicago irce 731

  1. 1. 10,354,767 ROB SNELL robsnell.com Reasons to be Real
  2. 2. Kitchen table
  3. 3. @clickthedog
  4. 4. Old school folks on WWW
  5. 7. 2004
  6. 8. Web Sales March-June 2003 “ normal”
  7. 9. Web Sales March-June 2004 “ not normal”
  8. 11. What’s wrong with our store? We need to have a “conversation”
  9. 12. dogs
  10. 15. hunting
  11. 16. One big change
  12. 18. Web Sales Before 1997 2004 2010
  13. 19. Web Sales Before 1997 2004 2010
  14. 20. Web Sales After 1997 2004 2010
  15. 21. Web Sales Actual Lift 1997 2004 2010 $10 million
  16. 22. $10,354,767.23 additional sales
  17. 23. Need to communicate 3 things:
  18. 24. Steve Snell is a dog training supplies expert.
  19. 25. This product is what you should buy.
  20. 26. Please buy it from us.
  21. 28. Put a name and a face online
  22. 29. homepage
  23. 30. People buy from people Be personal…
  24. 31. #1
  25. 32. Steve Snell is a dog training supplies expert.
  26. 33. pic Establish authority.
  27. 34. Steve’s been doing this for a while
  28. 36. Steve has 16 dogs
  29. 37. pic
  30. 45. Example
  31. 48. Steve knows hunting
  32. 50. gear
  33. 51. PIC: Better in the field
  34. 52. PIC: Better in the field
  35. 54. # 2
  36. 55. This product is what you should buy.
  37. 56. Steve knows dog training gear
  38. 58. “ I have tried at least 50 or 60 new systems over the last 11 years…”
  39. 61. Recommend products that solve customers’ problems “ Tired of losing your dog? Buy this tracking collar!” :
  40. 62. Tell folks what to buy w/ buyers’ guides
  41. 63. Buyers’ guides 50% higher conversion rate Visitors entering on than visitors who enter on a section / category page
  42. 65. Quick Picks: Collar Chart
  43. 66. Explain Concepts
  44. 67. Help Me Choose
  45. 68. Express your opinions with product reviews
  46. 69. Example Review
  47. 70. And this
  48. 71. “ So cool it is now the only training collar I will use on my bird dogs and retrievers.” Endorse products you use:
  49. 72. {MFG CLAIM XYZ} “ Realistically, this isn't going to happen in most of the places that we spend time with our dogs, so the actual usable range will be less …”
  50. 73. “ My expectations for the Garmin Astro were really high. I wanted it to be amazing but I expected it to fall short. Boy, was I wrong .” -- Steve Snell Show enthusiasm:
  51. 74. How do you make all of this content?
  52. 77. Interview folks. Then transcribe audio into text.
  53. 78. Rob: How do you teach a dog how to sit? Steve: Well the simple way to do it is to start with a little bitty puppy. And when we are feeding a little bitty puppy, we don’t just put the food down and let him run up and eat. We start to teach patience and discipline. The simple way to do it is you set the food bowl down, take the puppy, and make him sit. You just physically take him by the collar. You put your hand on his back right below the tail and just force him into a sit. With an eight week old puppy it is a pretty simple thing to do. They are small and they are wiggly, but they can’t fight you. You make him sit there for about five seconds tops. All we are trying to do is get him in the position and physically make him understand that just because he wants to go, he can’t go. You do it real quick, like I said, five seconds, and then you release him. You release him with whatever command you want it to be. I use, “All right. OK.” Just be consistent with it. Rob: How long does it take him to learn? Steve: Not long. You usually feed puppies two or three times a day, so you are getting in little short training sessions. Each time you increase it a second or two. Now you have got him sitting there for 10 seconds or 15 seconds. Three days later he is sitting there for a minute. Pavlov man; that is all it is.
  54. 79. Take best products and play “ 20 Questions”
  55. 80. Who ? What? When? Where? Why? How Much?
  56. 81. Record everything
  57. 83. Got $60? Get an Olympus VN-6200 PC.
  58. 85. Turn customer questions into product FAQs
  59. 86. WORD.doc > 1000 page Warner’s wisdom
  60. 87. Write unique product descriptions
  61. 88. Tired of searching for your hunting dog in tall grass or dense cover? Now you can leave the hunting entirely to him. Introducing Astro, the first high sensitivity GPS-enabled dog tracking system for hunters and sportsmen. This unique system pinpoints your dog’s position and shows you exactly where he is, even when you can’t see or hear him. Manufacturer’s product description:
  62. 89. 1-10 of 1770 Lazy And this
  63. 90. Provide more info than anyone
  64. 91. Tip: Write one new paragraph for every $10 in item price
  65. 92. You have this
  66. 93. Google loves unique content
  67. 94. Take photos of everything!
  68. 100. Provide more product photos than anyone
  69. 101. Product shots: LiteStage.com
  70. 106. Shoot video of anything you can demo
  71. 112. “ Liberate ” manufacturer created content
  72. 113. *It’s easier to get forgiveness than permission: Nothing contained on this web site should be construed as granting, by implication, estoppel, or otherwise, any license or right to distribute, modify, transmit, use, re-use, or re-post any of Innotek®, Inc. Intellectual Property displayed on this web site without the express written permission of Innotek®, Inc.
  73. 114. Text hidden in FLASH movies
  74. 115. Text from PDF owner’s manuals
  75. 116. Transcribe DVDs & Videos
  76. 117. Text from packaging & POP
  77. 118. # 3
  78. 119. Please buy it from us.
  79. 120. Be price competitive
  80. 121. Tell folks why they should pick you!
  81. 123. Tell folks there’s no risk shopping with you
  82. 125. Tell folks you have it & when they’ll get it
  83. 127. Get answers to your questions, fast
  84. 129. You can always talk to a human
  85. 130. Everyone says they give great customer service
  86. 131. If it’s an opinion , let your customers do the talking.
  87. 132. “ Customer service at Gun Dog Supply is excellent! If you shop anywhere else, you are wasting your time! ”
  88. 134. Guy: How can I stop my barking dog? Steve: I love my bark limiter! It works! Buy one!
  89. 136. Find your Steve
  90. 137. Web Sales Actual Lift 1997 2004 2010 $10 million
  91. 138. more info / free stuff: RobSnell.com

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