In a world with absolutely no shortage of products

Am I selling to everyone in the market Michael Kors Classic Tote? Or to a tiny sliver of the total opportunity? Is my customer the sports fan, or the football fan, or the Bronco's supporter, or the young, obsessed, male Bronco's supporter? You get the idea. Focusing down on a sliver narrows your market, but makes your message incredibly specific. Now you needn't worry about excessive focusing Michael Kors Classic Tote. If you want to increase your market you move up a layer and then introduce another group. So instead of just young, male, Bronco's supporters the site is about Football and contains sub-sections focused tightly on specific groups – young, male Bronco's fans on one page, young, male Cowboy's fans etc. Each feels the site is focused on his individual obsession.

People tell you they buy for rational reasons – product functionality, after-sales service, warranties – and they do, in retrospect! But, what triggers a buying frenzy is the soft behavioral, psychological stuff Michael Kors Classic Tote. Status, dreams of a lifestyle that will turn their family and neighbors pea-green with envy (not wealth you notice, but the dream of what wealth can bring), safety or reduction of risk, sex and all forms of ‘looking good', being admired, and so it goes on… . The more specifically you know your customer, the more your site will focus on these buying triggers. If your site focuses on young women, driven by identity needs and the desire to attract a mate or out-do their female competitors, by needs of emotional security or commitment then its tone is going to be very different than one aimed at young Michael Kors Classic Tote, aggressive, testosterone-driven males looking for uncommitted experiences … well you get the idea. But they may both turn up at a dating site!

Experience marketing is hugely important. In a world with absolutely no shortage of products that can ‘do the job', the actual buying and owning experience has become an integral part of the purchase gratification. Think of almost any major store. It's a form of living theater trying to create a buying environment that will reassure, stimulate and be part of the offering itself. On the web that may seem less easy. But it can be done. At the mechanical level, ease of navigation in the site – for everyone including the disabled Michael Kors Classic Tote. At the emotional level, the selection of testimonial givers (an admired figure sure beats a nobody) and the way they are delivered. Offline, how easy are returns, the customer service reps, and the ease of contacting you, the follow-up calls and so on. Think of every step in the buying and owning process and how it can be enhanced.