It’s fairly easy to sell online to folks who know exactly what they want. They’re eventually able to find what they’re looking for and seem willing to stumble over a road block or two to complete the deal. Word is these visitors convert well.Trouble is, these folks are only a small part of your audience. Far more of your potential customers are much earlier in their buying decision process. They are at the point where they sort of know what they want or they are still window shopping. Because they haven’t made a purchase decision, they are still gathering information, getting a feel for the lay of the land. Word is these visitors don’t convert well.

Au contraire. You simply have to understand how to help them. And that starts by thinking about the “driving points” you provide for them.

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For those of you who may not be history buffs, Copernicus was the guy who broke ranks with conventional thinking and proposed that the sun, not the earth, was the center of the universe. That doesn’t sound like a huge revolution today, but back in the late 15th century, it was a monumental shift in thinking. It up-ended everyone’s frame of reference.

In our world of on-line retailing, I am pretty sure we are about to undergo a shift as major as this – a shift in thinking, strategy and execution that will, literally, change the frame of reference most catalog marketers have today.

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