Selling Online

1. Define your USP - your Unique Selling Proposition. Why should I buy this, from you, today, instead of anything and everything else on the Internet?
What do you uniquely guarantee? If you have a good USP, not only will a good bit of your statement fit in a Google ad, the ad will almost write itself.
It may be VERY helpful to do some keyword-based market research (i.e. Livingston method) - this makes defining your USP color-by-numbers.

2. Find a steady and reliable source of traffic, people who are looking for a solution to the problem you solve. This by no means has to be Google AdWords.
According to Chris Cardell who is one of the best-known marketing consultants in the UK, said,
"Most of the online successes I have seen built their business on Google AdWords - not SEO, not social media, not YouTube videos, not blogging, not affiliate ventures. Google ads bring steady, reliable traffic day in and day out. It allows you to perfect your sales process, scientifically."
To which we could add, the ability to go into a competitive market and buy clicks and get interested customers to your site - who then spend money - that's what separates the men from the boys.
If you can't do that, you're playing on the sidelines. If you can...
No one can stop you.

3. Build a sales funnel. Where the sales process matches the buying process.
If it's a quick, impulse buy then it's a quick, impulse sale. If it's a process of decisions and relationships, then it's got a lot of steps. Break it down.

4. Test and track. Once the funnel is built, test the pieces of the funnel.
Break it into pieces and make the pieces work. Split test landing pages and sales pages A/B, the same way you test Google ads.

5. Define your product so as to accommodate a range of buying appetites. Have something not only for the curious guy who wants to stick his toe in the water, but also something for the serious aficionado.

6. Expand your Strategy. Once your sales funnel is performing admirably, incorporate Perry Marshall's "Expanding Universe Theory" -

1. Google AdWords
2. Search Engine Optimization
3. Other PPC's like Yahoo and MSN etc etc.
4. Email promotions
5. Affiliates
6. Press Releases
7. Direct Mail
8. Print Advertising

....as you go from one item on the list to the next and the next,
your traffic expands exponentially. And so do your sales. You go from being merely a player to being a market dominator.

This process is linear. It's straightforward. It's color-by-numbers.
It's predictable. If you've got a USP that your market loves, you go through the steps and you get the results.

Source:
Perry Marshall's newsletter