Some E-Store Owners think that their best chance at success is to be all things to all people.  They attempt to open up giant Mega E-stores that offer everything from Matchbook Covers, Monkey Statues to Replica Tiffany Lamps.  They have reasoned that, like a real-world department store, shoppers will arrive at their Web Site and browse from Department to Department, carefully evaluating every product that they have for sale…

 

Phooey!

 

The Internet is about FOCUS!

 

When People are searching for a specific product on the web, they type the product name into a search engine, they join a mailing list that provides information about that specific product, or they look for that specific product in a shopping network, like the Yahoo! Shopping Network.  They don’t decide to just “Shop”.  Those are BROWSERS, not buyers.

 

You want people that already know what they are looking for to come to your site.

 

The BUYERS are out there with a purpose - with a goal. They have a product in mind and they are going to use the incredible reach of the Internet to find the right deal from the right vendor.

 

Besides, the Department Stores are already on the Web.  Target is there, Best Buy is there, all of the big dogs are entrenched and making a profit on the Internet by Brand Name alone.  You can’t compete with them! 

 

You Don’t have to!

 

Think of it this way.  If you want to buy toothpaste, you go to a grocery store or a drug store – Not a Toothpaste Store.

 

How come there is no such thing as a toothpaste store? Because it would cost way too much money to build a Brick and Mortar store that only carried one type of product.  Think about all of the expense! Just to sell Toothpaste!?!?

 

 This kind of business model simply doesn’t work in the Real World.

 

The Internet is a different story!

 

It is SOOO cost effective to do business on the Internet that you can product specialize with LASER BEAM focus.  As a matter of fact, I know of MULTIPLE Yahoo! Stores that sell less than 12 Products, and make good money! 

 

How can this be?  It’s because Internet Shoppers are focused people.  And they want to buy from Companies that share that same focus.  They reason that - if a Store is only selling products that cure Bad Breath, then that store’s owners must be an expert in Anti-Halitosis technology.

 

Focus adds to the perception of Expertise and people want to buy from the experts!

 

I don’t want to knock on the Dirt world too much, but the last time your had to ask a department store clerk about how a product would help solve your needs, what kind of answer did you get?

 

If it was a good one, you’ll probably do business with them again.  But if it was a $5.75/hr kid working their way through school, chances are they were not much help.

 

If your store has Focus, if it sells just a few related products that you can offer good information about, then shoppers will consider you to be an expert! An E-Commerce Store allows you to tell your shoppers how knowledgeable about a product you are – right on the sales page! 

 

Go after those little Niche Markets!  Remember, on the Internet, you have MILLIONS of Potential Customers – and they usually are looking for something specific!

 

Find out what it is and give it to them.

 

 

Shop You Soon!

 

Audrey and Andy

Back to 7 Mistakes Index