Can A Single Product Site Make It?

By Author: Bob McElwain
Total Articles: 14
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The short answer is no. The difficulty in making this model
work is that the cost of generating a sale must be subtracted
directly from the net from the single sale. Given multiple
products, this cost is distributed over a number of sales, and
thus is less per sale. More important, an existing customer is
your best prospect for a subsequent sale.

While there are exceptions, such as a successful affiliate
program marketing say a private site, a single product site will
produce modest profits. While they may be sufficient for one
building a hobby or personal site, they are unlikely to produce
a livable income.

If you have a single product site, or are planning one,
the path to increased profits lies in adding additional products.
Customer loyalty is the goal. You want all to return for more.
Given shopping bots and so many web shoppers determinedly looking
for price only, building repeat business can be difficult.
Still, even though many buy never to return, your best prospect
remains previous customers. To take advantage of ...
... this, you need
additional products of interest to them.

Expanding A Single Product Site

As you consider adding products, be clear about your target.
Be certain you have an accurate picture of your Perfect Customer.
Every offer added to your site must be perceived as being
beneficial by your target. Further be alert to the impact it
will have upon your position in your market. Negative just
won't make it.

If you try to sell harmonicas to an established target of
opera lovers, your credibility about opera will drop
dramatically. Serious visitors and subscribers will quickly
disappear.

Note the reverse is equally true. Try selling opera to
harmonica fans. It won't fly worth a hoot.

Beating Up On The Competition

Another grand benefit in expanding your product line is
the strength it adds to your position relative to that of your
competitors. While such expansion needs to be within the
constraints of your position and target, a broader range of
products can greatly increase the perceived depth and scope
of your business.

Ebooks As An Example

I recently compared all ebook compilers I could find. (For
details, send email to mailto:ebookcraze@sitetipsandtricks.com )
There are about a dozen that compile from HTML code to a Windows
EXE file. They all face direct competition from Adobe Acrobat,
which compiles to a .PDF file. And there is plenty of indirect
competition from handhelds, such as eBookMan. (Then, of course,
there are hard copy books, still much favored.)

Assume for a moment you are marketing an ebook compiler and
the competition is fierce. Here are a few things you might
consider in expanding. Note many are meant only as traffic
generators.

* Add a free newsletter. Talk of the future of ebooks and
what can be done do with them right now. Keep it brief, light
and chatty. (I don't recall seeing a newsletter offered on any
site visited, but I may have missed a couple.)

* Build site content to provide valuable information to those
interested in writing and selling ebooks. The topic list is
endless, but it includes tips for finding good information,
collecting it in a pleasing way, and selling it. Search engines
will list such pages.

* If you can generate enough traffic, consider a bulletin
board, chat, or forum.

* Offer free ebooks produced with your compiler, contributed
by those using it.

* Provide a sales platform for those wanting to sell their
ebook. Take a cut for doing so. Or make a deal with Dan Sherman
. He's got a dandy order fulfillment
plan in place.

* Offer free compiles to non-profit organizations. Seek
to draw their members into your site as potential individual
customers.

* Offer supporting services such as editing, formatting for
a compile, and actually compiling the finished book.

* Be alert to any new idea a competitor implements. Modify
as needed and use it yourself.

* Check out handhelds. You may be able to sell the devices
and the books created for them.

* Buy out one of your competitors and market that product
along side yours.

Enough Already

The above can be extended virtually without end. Such a
list can be created for any single product site. So go for it.

Include every possible notion that comes to mind, no matter
how far out. You're not going to buy out Microsoft, but consider
buying out a competitor. Hey, it's a possibility, if you notice
one who doesn't seem to be keeping up.

What Now?

Even while seeking to add to your list, order all by priority
from top to bottom. The first item on the list should be the one
that will produce maximum revenue with the least effort.

So long as every notion on your list enhances your position
and benefits your target, it's a good idea. Implement each, one
at a time as possible. And always remain alert for further
ideas.

With the appropriate list and solid implementation, you may
just find you have conquered your niche.
About the Author Bob McElwain
Want to build a winning site? Improve one you already
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Web marketing and consulting since 1993
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