7 Myths of Internet Marketing

Myth 1 - If we build it, they will come.

Reality - It is an advertisement and they have to pay to look at it. You will have to entice them to come with frequent updates and interesting content.

*****
Myth 2 - If I have good graphics, that is all I need.

Reality - People will want to see photographs of your work. Alternate text should be provided for those who load without graphics. You will need well-written descriptive and evocative marketing copy for your site visitor to actually understand what your pieces are.

*****

Myth 3 - Just set it up and let it sell for you.

Reality - You will need good marketing copy, excellent photos of your work from several angles, a seamless payment system and site credibility that is unimpeachable for people to see your pieces and part with their hard-earned cash on your website.

*****

Myth 4 -Search engines will take care of getting visitors.

Reality - You do need to be listed on the search engines, but that is not nearly enough. It will introduce the site to some people on-line, but links with other related sites, participation in newsgroups and mailing lists, and adding the URL to your printed material and advertisements will expand your visitor numbers even more.

*****

Myth 5 - A website is just like a print ad.

Reality - It is included in your company marketing plan, and it does convey the same image of your company that a print ad does, but beyond that, the net cruiser requires "currency" to visit your Web "ad". That currency is relevant information or entertainment. The up side is that the site visitor is there on purpose and is paying attention to your site for the time he or she is there. Its your job to keep the visitor there long enough to impress him or her with your product.

*****

Myth 6 - Always keep your marketing copy short and to the point.

Reality - Artisan made work is an especially personal purchase and your buyer needs to know how the piece looks and feels, how they will feel wearing it or using it, what it is made of, what techniques you used or developed to make it and what inspired it. They want to know the story of the piece right down to the little place in Mozambique your supplier acquired such a stone or the bank of the creek where you hand dug your own clay. Tell the story of your piece to retain interest from your buyer.

*****
Myth 7 - A Flashy Site Will Sell My Work

Reality - You read "Sell the sizzle, not the steak" in many marketing and selling articles and books. What you are really selling is a solution for the person's problem. Your customer for artisan created pieces is more likely to buy a product that fills a need like prestige, enhancing their image as a unique individual, helping them to be the person they want to be or any of 100 other needs. It's up to you to show them that your hand crafted pieces will solve their problem.

*****
Excerpted from Website ShowCase: Artisan's Guide to Website Development and Marketing