.... Internet marketing resources, ecommerce web site design tutorials
  Taming the Beast - quality web marketing and ecommerce development services .... .


Return to web marketing and ecommerce articles index

Surprise marketing - better conversions through the unexpected

When we sold our house a while back, I learned a few things from the real estate agent that are certainly applicable in the world of online business and Internet marketing.

When the agent came around to discuss strategy and advertising, I started listing all the positive features of the property. He said that he wouldn't be including everything in the ad.


Download peel away ads script today!

Page peel script download !

The Peel Away Ads script; so easy to use, comes with full tutorials and a 2 month money back guarantee! Only $27 for TamingTheBeast.net readers for a limited time! Download your copy now!

Because everyone likes a nice surprise.

It's a little bit along the lines of under-promising and over-delivering. If you flaunt everything you have, that can build up huge expectations and even a single negative about the product may suddenly become a big issue in the potential purchaser's mind. By allowing a feature be an unexpected "bonus", the (pleasant) shock of the surprise can help to send any aspects that could be perceived as negative out of the spotlight and into the shadows.

When advertising, there's always the temptation to try and cram in as much as possible about our products and services; after all, we want to appeal to the broadest group possible - but there are some ways to go about it where you can still cast your net wide yet retain the element of surprise.

Try to stick with listing key features, plus a couple of unique aspects and save the real impact for when the customer visits your site. Here's a few things you can do:

The additional discount bonus

Let's say you're offering a 20% discount deal on your products - in your ad you can mention 15% off, but then on your site have something along the lines of "Today only - 20% off!". You've then turned an attractive offer into something even more appealing, plus added a sense of urgency. This also works particularly well with coupon marketing where you capture the potential customer's details for follow up marketing before they get the coupon code in case they don't buy on the first visit.

Free software upgrades

Perhaps you already offer free upgrades; but this isn't something you *have* to mention in your ad copy. Often with software, people are looking for functionality and price first and additional bonuses second (if at all) - free upgrades are quite powerful as a surprise bonus and certainly help with conversions.

Bonus reports and gadget gifts

Free white papers, reports and little gifts are a nice touch but aren't awfully powerful in terms of advertising - these are best left as a surprise bonus also. They just help give people another reason to buy your product.

email marketing tips, software and reviews

Autoresponder software 
& mailing list managers

Get more from your email
marketing - tips, reviews 
& free trial software/services.

Be vague

In the online world, an ad doesn't sell the product - your landing page does. The ad is the bait, the landing page reels the person in and the shopping cart checkout is where you hopefully land the customer. The landing page is where the brunt of the conversion work is done.

That being the case, you can just advertise the core features plus a couple of unique aspects as mentioned, but allude to there being more; e.g. "+ great bonuses!". That helps to stir curiosity without taking up too much valuable advertising real estate. Just make sure the great bonuses are indeed great :).

Past the sale, surprise bonuses also have a lot of power in retaining customers, getting them to spend more with you and equally as important, encouraging them to tell others. Learn more in my article, "After sales marketing - the unexpected bonus gift".

Michael Bloch
Taming the Beast
Tutorials, web content, tools and software.
Web Marketing, Internet Development & Ecommerce Resources

In the interests of transparency and disclosure, please note that the owner of Taming the Beast.net often receives goods and services mentioned in reviews for free, or may receive payments or affiliate commissions for advertising or referring others to merchants of products and services reviewed.

Copyright information.... This article is free for reproduction but must be reproduced in its entirety, including live links & this copyright statement must be included. Visit http://www.tamingthebeast.net  for free Internet marketing and web development articles, tutorials and tools! Subscribe to our popular ecommerce/web design ezine!

Click here to view article index 

Online meeting & webinar software review
Powerful, easy to use collaboration tools that can help improve your marketing sales and training efforts. Learn more about these services in this review & try a free trial!

The best shopping cart software
Our reviews of some of the best shopping carts around - free ecommerce solutions  through to premium services offering affiliate programs, marketing modules & online soft goods delivery.  Shopping cart software guide 

Autoresponder software/mailing list manager
 Read our beginners guide and reviews of all-in-one autoresponder & email marketing software solutions.

Credit card transaction fraud screening!  Effective fraud screening is an essential part of running an online businesses. Fraud transactions cost you money and can threaten your merchant account. Pick up a stack of transaction screening tips in this free guide! 

Need some advice/tools for writing/creating a web design, development or marketing proposal?






Get paid cash taking online surveys - free to join online 
survey companies that will pay you cash for your opinion!

In Loving Memory - Mignon Ann Bloch

copyright (c) 1999-2011  Taming the Beast  Adelaide - South Australia 

Profile - Contact - Privacy - Consultants Portfolio 

Search Site - Terms of Service - Social/environmental