Time to Reboot – Wiping the Board and Starting Over.

Though we had written and released our first niche product and nurtured a site to go along with it that was receiving a regular amount of decent traffic, we had gone months without making a single sale. It was clearly time to take everything we had learned and shine new light on our old product.

So we wiped the board and started over.

We took Potty Training Power off the market, ripped it apart, and then put it back together with more care than ever before, stitching it together with our new found and hard won experience.

In many ways, a well-oiled niche site is one of the holy grails of online success. In theory, a niche site can be a set-it-and-forget-it entity, driving dollars into your bank account on a steady basis, long after the initial work has been finished. In reality, a niche site can just as easily sit inert on its domain doing nothing while you run around in circles for countless hours attempting to make it work.

We re-launched our product, paying close attention to all the “new” rules we’d recently learned. The meticulous mapping of our strategy and the careful deployment of each action, for us, led to a wonderful result. Here are the broad strokes.

1) Write for people, not SEO. Your site must be user friendly or you will not make any sales. It’s important to drive traffic to your site, but if readers bounce away the moment they land, the traffic is worse than useless. It took your valuable time and gave you nothing.

2) Eliminate all barriers to entry. Make it simple for your customers to buy what you are selling. Make your site crystal clear and easy to read. Layout is important, and you must clearly direct your prospects to precisely what you would like for them to do.

3) Price is irrelevant. If you aren’t happy about your price, you can’t expect your customer to be. If you don’t believe your product is worth the price you would like to charge, don’t lower the price, raise the quality of the product. We took our $27 Ebook off the market and turned it into a $47 info product that was far more successful.

4) An inbox is an infinitely easier place to close the deal than a landing page. Every niche site needs an auto responder and a consistent, well written email newsletter. Setting this into place and keeping the traffic generation in motion will equal money in the bank. Best of all, you get to keep the list and sell to the same audience again. This time with trust already established.

5) Twitter is a great place to generate new leads and good business. Twitter is best when you can be authentic and respond to people in real time. However, there are also many free tools that can help to automate this work flow. We use TweetLater to help us maintain a presence when our time is at a premium.

6) It’s better to build a real business than a fickle niche site. Real businesses with real people behind them can build on their established trust. You may have to work a little harder for that first sale, but it means you’ve earned a customer with potential years of related products and services, not to mention their lifetime’s worth of referrals. If you can develop a syndicate of slightly related sites, there is no ceiling on the possibility.

The successful re-launch of our first product gave us a level of hope we’d never had and allowed us to see true light at the end of the tunnel.

Stay tuned. Wednesday we’ll be publishing the next part in our series looking back at our first year online.

2 responses to Time to Reboot – Wiping the Board and Starting Over.

  1. Barbara Ling, Virtual Coach

    Your point:

    “We took our $27 Ebook off the market and turned it into a $47 info product that was far more successful.”

    is the best take-away from your posting. Amazing what you learn when you tweak the different parameters for focusing on your specific niche. Good job!

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: