Kim Komando covers Yahoo! Merchant Solutions

Kim Komando, hostess of the three hour call in radio show covered by 425 radio stations and sender of 5 million email newsletters weekly has recently pushed the Yahoo! Merchant Solutions “starter” program in her publications. As many of you know, I got my start in Yahoo! Store (waaay back in 1997) and have been working hard for Yahoo! store clients since then. The system is a very robust and power packed cart for the entry level merchant.

But, I encourage new merchants to remembe that just because the platform is easy doesn’t mean selling online is going to be simple.

Basic merchandising and sales 101 apply…..

• Find your niche using cheap pay per click testing methods. I promise you, just because your friends like the idea means almost nothing. I’m sorry. But it’s true.
• Drop ship companies where you’re selling the same thing as 100 other sites rarely work well. You need to look harder. Be more remarkable.
• I get so many requests for gift basket websits I’m considering setting up a separate phone line for them. Please look harder everyone.
• Always have a list of every competitor’s site, and tour the top 10 every week. Find a way to determine their sales performance.
• Don’t compromise on photography, ever.
• Don’t compromise on copywriting, ever.
• Use research data to design your site, not a designer’s ego. Snazzy features will not get sales. Great products, writing and photography can.
• Never, ever buy anything you were sent unsolicited through email (especially SEO services)
• Consult with a search marketing expert before you start, or learn some basics.
• Read “Starting a Yahoo Business for Dummies” by Rob Snell. Not an option.
• Do not use pay per click until you know what you are doing!!!!
• Learn about 3rd party shopping engines if you are competing on price. (e.g. shopping.com) … know how they work!)

So thanks Kim for tons of publicity, but please folks, don’t jump in too fast. Be smart and ease in with good knowledge on your side.

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