Tue Dec 26, 2017 1:07 am
(disclaimer - this is a rather long post)
Products so good NASA and Google want them?
I am working with a long established company dedicated to health and wellness. Their products are top-notch and are sold via a direct marketing model. I am affiliated with their local distributor in New Jersey (where I live). I would earn a commission on sales. The products are not cheap but they are the best - however, they have financing set-up as part of the model.
I have known them for about 2 years, they are honest and hard working people. I started out with them to sell their water filters / purification systems. After thorough training as a "water technician", I knew their products were the real deal, truly the best! And I learned so much, you have no idea!
I then went out to promote the product to my family and friends.
The process in a nutshell is: call them up and make an appointment; meet them at their home and talk about the importance of water for your health, the reality of our sources of water (tap and bottled), lab proof of what is in our water and how much the filter takes out (in %s), proceed to do a water test (testing their tap, bottled and any filtered water they use) - the test covers chlorine, pH, minerals, nitrates, ammonia and water softness. You then offer them different water filters and purifiers, depending on their needs and situation, with monthly payment plans or one bulk payment.
And I did some sales.
But I didn't feel great about actually meeting people and selling. The whole "direct" part of the direct marketing approach is not appealing to me (that's why Avon, Mary Kay and the like are not for me), but I believe in the product wholeheartedly!. I feel that doing it in an 'indirect' way by means of a website is better for me (as I love writing and am good with media) and leave the face-to-face to the people that are great at it, the sales team!
So, I proposed that I would set up a website to promote the products and get them customers (leads) and let the sales team meet with the customer, presents the product (do a water test) and make the sale while I get a commission - and they agreed! So here I am.
Also, in the last year or so, they have expanded their products and are promoting other items that are also in the health and wellness category and of superb quality.
Some of these products can be shipped directly to the customer if they are so interested that they skip the presentation/demo/test. This means that sales are not limited to New Jersey but can in fact be national, at least in the long run (they have sold stuff even to people in other countries).
I think the CTPM process of SBI! is perfectly fitted for this opportunity, right?
Narrowing a broad niche:
The idea is to start the website with the offer of the water filters / purifiers and then branch out into the other products.
Some of the other products I'd be offering down the road are:
- air purifiers (NASA uses them)
- vacuum sealing food containers
- water-less and grease-less cooking pots and pans
- grounding mattresses (reduces electromagnetic radiation) (Google wanted to buy them for Asian market but the company refused to sell the patent, true story)
As you can see, all the products are related and belong to one 'family'.
I understand I will not be writing a sales-pitch filled website, I am educating and informing my customers first and then offering them a solution/benefit. I have plenty to write about for this topic(s). As I read somewhere, think it was Edison - I am not selling light bulbs, I'm selling light (in this case not selling water filters but selling health and self-care)!
I also understand that no matter what I choose, I will find keywords and make the MKL work.
I am just unsure about the angle, spin or niche of the site. So that it informs my Brainstorming sessions (which I have already started with 3 seed words: "health", "water test" and "water purification" - the results not giving me many ideas though...).
Having said all the above, and if you're still with me, how should I focus my brand new website??
If you guys were in my shoes:
- would you develop a site concept around "health and wellness" or "water filters" or focus in "New Jersey"
- would you use a broad domain name/home page and then start making Tier 2/Tier 3 pages about water and then develop more Tier 2 pages for the other products?
- would you create separate websites for each product?
- would you stick to a local kind of niche (New Jersey), for either health and wellness or water filters?
- should I angle it as "home", "family", "women", "weight-loss" or whatever?
Or am I not thinking creatively? Maybe there is a way around this that I have not thought about?
What are your first thoughts? How do you think you would focus the site?
Thank you for your candid opinions! I am not even sure what questions to ask(!)