It's hard to believe that we're less than three weeks out from Christmas and the end of the year is just over three weeks away. For many of us it's been one of those years when the time has just raced by because we've been buried in work that has totally consumed us.

We get so focused on what we're doing that we forget about what's going on around us ... we get so involved in the new things we're trying that we forget about what has gone before. We look at what's happening right now and forget about the lessons we learned in the past.

And then suddenly something that we learned in the past but have forgotten about suddenly jumps up and bites us in the ass and we're shocked ... horrified ... stunned. How could this be happening to us?

Well in the interests of preserving your ass and reducing your exposure to sudden waves of pain I thought that it was time to remind you of a two of the important things that we tend to forget. These are things that we have all learned in the past and that are just as important today as they were back when we learned them but as we've become wrapped up in the here and now we've tended to forget about them.

Google is not your friend
How often do we need to be reminded of this one? Just last week I came across a thread on a mainstream board where a bunch of webmasters were complaining that Google was overlaying some additional search results on the screen when people went to their online shops in search of something to buy.

Visitors to many online shops were getting an overlay that popped up right in the middle of the page suggesting that those visitors might find a better item or a better price at one of the four or five sites that were displayed in the pop up. Obviously that was bad for business for those who owned the sites that were getting hit with those overlays and people were very angry.

I'm not sure of all the details but it seems that anyone who had the Google toolbar installed had a very good chance of seeing that pop up and at that time there seemed to be very little that any online store owner could do to prevent that pop up from being displayed.

Outrange and ranting ensued and I certainly got rather vocal about it around our office but should we be surprised? Was Google really doing anything illegal? Was Google really stabbing online shop owners in the back?

Well Google may think that it owns the Net and sure acts as though it does but the fact is that if Google is using the Google toolbar to display those ads then it's not really doing anything illegal. It may not be playing nice but it certainly isn't breaking any laws and we always need to remember that Google is in the business of making money for Google so it will throw you or any other website owner under every passing bus if that will make it more money.

Understand that Google is not your friend ... no matter how nice their employees try to appear ... and accept that Google will shaft you the split second that doing so will make Google money and you will never be disappointed.

People don't want to buy what you're selling
Sometimes ... when we have some great product that should really sell like the proverbial hot cakes ... we forget that people don't want to buy what we're selling. Sure, they want to buy something like what you're selling but they don't come to our websites and instantly want to buy what you're selling.

You may have the absolute killer product ... whether it be a new mouse trap or a new kind of porn. You may have it packaged or presented in a way that makes every buyer's life totally complete the moment they buy it. You may be able to deliver that product in a blink of any eye but your target market is still not going to want to buy what you're selling.

No matter how good the product might be or how fantastic your customer service is people won't buy what you're selling unless they can see how it benefits them.

So instead of listing the product's features and adding a 'Buy Now' button you have to tease the people who come to your site ... you have to tantalise them ... you have to sweet-talk them ... you have to convince them that your product will solve all their problems and you have to pitch all that to them in terms of what they will get if they buy your product.

You have to take time to stress the benefits and not the features ... you have to learn how to be a real salesman if you want to make money in this business.

You may think of yourself as a webmaster or a web strategist or a web developer but if you can't forget those fancy terms, get back to basics and get down and dirty and be a salesman then you may as well pack up and go home now because you're not going to survive in this industry for very long.

Those were just two things that we tend to forget as we progress in this business ... there are plenty more so why not take some time today to think about those other things and give your ass a break.

02/20/2012 - Tales from the Street

01/23/2012 - Getting Inside Their Heads

01/17/2012 - Planning to Survive

01/09/2012 - Headlines and Creeping Jobs

01/02/2012 - What Are You Planning for 2012?

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