10,354,767

ROB SNELLrobsnell.com

Reasons to be Real

Kitchen table

@clickthedog

Old schoolfolks on WWW

2004

Web Sales March-June 2003

“normal”

Web Sales March-June 2004

“not normal”

What’s wrong with our store?

We need to have a “conversation”

dogs

hunting

One big change

Web Sales Before

1997 2004 2010

Web Sales Before

1997 2004 2010

Web Sales After

1997 2004 2010

Web Sales Actual Lift

1997 2004 2010

$10 million

$10,354,767.23additional sales

Need to communicate

3 things:

Steve Snell is a dog training supplies expert.

This product is what you should buy.

Please buy it from us.

Put a name and a face online

homepage

People buy from people Be personal…

#1

Steve Snell is a dog training supplies expert.

picEstablish authority.

Steve’s been doing this for

a while

Steve has 16 dogs

pic

Example

Steve knows hunting

gear

PIC: Better in the field

PIC: Better in the field

#2

This product is what you should buy.

Steve knowsdog training gear

“I have tried at least 50 or 60 new systems over the last 11 years…”

“Tired of losing your dog? Buy this tracking collar!” :

Recommend products that solve customers’ problems

Tell folks what to buy w/

buyers’ guides

Buyers’ guides 50% higher conversion rate

Visitors entering on

than visitors who enter on a section / category page

Quick Picks: Collar Chart

Explain Concepts

Help Me Choose

Express your opinions with

product reviews

Example Review

And this

“So cool it is now the only training collar I will use on my bird dogs and retrievers.”

Endorse products you use:

{MFG CLAIM XYZ}

“Realistically, this isn't going to happen in most of the places that we spend time with our dogs, so the actual usable range will be less …”

“My expectations for the Garmin Astro were really high. I wanted it to be amazing but I expected it to fall short. Boy, was I wrong.”

-- Steve Snell

Show enthusiasm:

How do you make all of this

content?

Interview folks.Then transcribe audio into text.

Rob: How do you teach a dog how to sit?

Steve: Well the simple way to do it is to start with a little bitty puppy. And when we are feeding a little bitty puppy, we don’t just put the food down and let him run up and eat. We start to teach patience and discipline. The simple way to do it is you set the food bowl down, take the puppy, and make him sit. You just physically take him by the collar. You put your hand on his back right below the tail and just force him into a sit. With an eight week old puppy it is a pretty simple thing to do. They are small and they are wiggly, but they can’t fight you. You make him sit there for about five seconds tops. All we are trying to do is get him in the position and physically make him understand that just because he wants to go, he can’t go. You do it real quick, like I said, five seconds, and then you release him. You release him with whatever command you want it to be. I use, “All right. OK.” Just be consistent with it.

Rob: How long does it take him to learn? Steve: Not long. You usually feed puppies two or three times a day, so you are getting in little short training sessions. Each time you increase it a second or two. Now you have got him sitting there for 10 seconds or 15 seconds. Three days later he is sitting there for a minute. Pavlov man; that is all it is.

Take best products and play

“20 Questions”

Who ? What? When? Where? Why? How Much?

Record everything

Got $60? Get an Olympus VN-6200 PC.

Turn customer questions into product FAQs

WORD.doc > 1000 page Warner’s wisdom

Write unique product

descriptions

Tired of searching for your hunting dog in tall grass or dense cover? Now you can leave the hunting entirely to him. Introducing Astro, the first high sensitivity GPS-enabled dog tracking system for hunters and sportsmen. This unique system pinpoints your dog’s position and shows you exactly where he is, even when you can’t see or hear him.

Manufacturer’s product description:

1-10 of 1770 Lazy And this

Provide more info than anyone

Tip: Write one new paragraph

for every $10 in item price

You have this

Google loves unique content

Take photos of everything!

Provide more product

photos than anyone

Product shots: LiteStage.com

Shoot video of anything you can

demo

“Liberate” manufacturer

created content

*It’s easier to get forgiveness than

permission:Nothing contained on this web site should be construed as granting,

by implication, estoppel, or otherwise, any license or right to

distribute, modify, transmit, use, re-use, or re-post any of Innotek®,

Inc. Intellectual Property displayed on this web site without the

express written permission of Innotek®, Inc.

Text hidden in FLASH movies

Text from PDF owner’s manuals

Transcribe DVDs & Videos

Text from packaging & POP

#3

Please buy it from us.

Be price competitive

Tell folks why they should

pick you!

Tell folks there’s no risk

shopping with you

Tell folks you have it & when they’ll get it

Get answers to your questions, fast

You can always talk to a human

Everyone says they give great

customer service

If it’s an opinion,let your customers

do the talking.

“Customer service at Gun Dog Supply is excellent! If you shop anywhere else, you are wasting your time!”

Guy: How can I stop my barking dog?

Steve: I love my bark limiter! It works! Buy one!

Find your Steve

Web Sales Actual Lift

1997 2004 2010

$10 million

more info / free stuff: RobSnell.com