The One Thing Ecommerce Success Stories Have in Common


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I have been in the digital marketing business for over 13 years – helped create several brands that were acquired and started my own ecommerce business in 2019. After meeting many entrepreneurs who have achieved Impressive returns on their investments in this industry, and upon hearing about their best practices, one thing emerged… a common thread that tied their winning strategies together.

But first, a little story about a new business.

Spurred on by friends with special interests in the ecommerce space, my team and I created four Shopify stores and one Amazon account, all within three weeks. I was delighted to finally serve the end customer and not the traders. Initially we were going to lose money – we saw that as part of the learning curve – but coming from the media / agency industry, we used a strategy that we knew was working: A / B testing. We tested hundreds of ads, angles, images, and text, and while we saw some income and certainly learned a lot, whenever it seemed like a little hit was just around the corner, the he momentum has vanished into a quagmire of high advertising costs, blocked accounts, negative ROI or negative customer reviews.

I was, however, passionate and motivated to do this job. All I was interested in was seeing these stores thrive and become profitable. So, I signed up for classes, read all the books, watched all the cool videos, and listened to several podcasts. As part of this effort, I also enrolled in a brain group on brand building and worked with mentors to understand the difference between building a brand and selling a product. To someone on the performance side of the business, where the focus is on generating a two dollar profit from a one dollar investment, it didn’t make sense, at least until ‘that I find myself in the shower one day during my vacation. I was delighted to see that this particular Airbnb sported a soap that I loved and had recently watched a hilarious ad. In a second, I started laughing again, and that’s all it took. This brand of soap had made a real connection with me.

Related: The secret to connecting with your audience

Not very important? Well it looks like it does, until you get a deeper perspective. I then realized that we were doing wrong in our business… that we were seeking persuasion through better ads and keywords rather than building long term trust and familiarity between audience and brand – that seemingly mutual feeling. to be known and seen which forges a bond. Everything else follows.

Building that relationship isn’t much different from how we train those in our personal lives. Do you remember your first date… the time you invested in getting to know someone – likes, dislikes, interests, pets, siblings, favorite memories and of course favorite color? You wanted this date to be memorable, so maybe you took the time – before or during – to find out these details and apply some of them to the experience. We want our partners to feel understood, known, heard and valued, and when they feel they mean something to you, they reinvest in you.

This is also what we want from the relationship we build with an audience. So why is it that for far too many, selling a product or service begins with writing, designing, pricing, and content, instead of learning about who is supposed to buy and enjoy the product? This reversal of priorities makes the process talk about us rather than them, and what would you think of a person who only talks about themselves on that first date?

Related: 7 reasons your audience won’t connect with your brand

So first, invest in the beliefs and values ​​of customers. What is important to them? What is their goal in a certain area of ​​life, how far are they from reaching it and why have they not been successful? What should we talk about on our first date (i.e. your ads or your content)? What other brands do they buy for and what do they like about them? What challenges do they have and how can we help them solve them and improve their lives?

You will have a customer for life when they feel understood – they will trust your brand because you are one of them. You speak their language, and more importantly, they think your products can help them feel what they want to feel. If you just know how to persuade, yes you will likely have a sale, but when you really understand and resonate with a person, you will have a customer for life.

When we strove to get to know customers by simply interviewing them – both current and potential… anyone in our target market who might benefit – everything else seemed irrelevant. Our only mission was to help them overcome the obstacles they face with the products we sell. When you’re in that state of mind, you write ad copy like a ninja … it feels like you’re writing to a friend you know, and it resonates.

Related: The 4 pillars of business writing that converts

So before you build your store or even think about what products you want to sell, go out there and talk to the people who you think should be buying and using them, and then figure out how to serve them.

On a personal note, this shift in mindset has also made my job so much more enjoyable, fulfilling and exciting, as I know our mission is to improve lives and not just research products or research. try to persuade better than our competitors. So, I encourage you to take that first step: having an informal conversation with one of your clients or potential clients. Get to know them for a few minutes and see how much you earn.


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