My family recently had dog-sitting duty. Some friends of ours who live down the street took a trip for the holidays, but weren't able to take their dog with them. We were happy to watch the little guy for 10 days or so.
Something that made me laugh was how my 3 year old son would try to get the dog to do what he wanted him to do - like follow him to play with his trains.
He would grab him by the collar and try to drag him to the other side of the room where his trains were.
I would try to tell him, "G, the dog will do what you want... but you have to make him want to do it."
How do you make a dog do what you want it to do?
You establish rapport. Let him sniff your hand. Take him for a quick walk on the leash.
Then you give him treats, and heap lavish praise on him when he "sits," or "lays down," or "goes to his house," or whatever.
This way, the dog gets accustomed to being rewarded for doing what you want it to do.
This is why we need to treat people like dogs.
It turns out that people aren't that much different from our canine-compadres.
When we go to someone's website, we like the "treats" that savvy entrepreneurs give us. A free report, a free song, a free this or that.
We get to establish rapport. Then we stay in touch with them, and give them "treats" in the form of jokes, stories that interest them, sharing our personal struggles in a way they can relate to it.
Pretty soon, these people who at one time were complete strangers come to know, like and trust us. When we have something to offer for sale, they want to buy it.
Many people approach their business like my son did the dog.
You visit the site and you're bombarded with sales pitches. It's clear the proprietor simply wants your money and isn't at all interested in building rapport with you.
This is if their website even looks halfway decent or has been updated in the last 3 years.
One time I cancelled a podcast interview with someone the day of. Why? I visited their website, had a little bit of trouble downloading their free offering, and he wasn't the least bit helpful when I asked for help.
His exact response: "That's weird. Hundreds of people have figured it out with no problems." (Don't you just love it when people throw around miniscule numbers like that?)
This person postures himself as an authority in the realm of entrepreneurship for musicians, but he clearly didn't grasp the most basic element of entrepreneurship. So I cancelled the interview.
That's okay. My 3 listeners will just have to be deprived of whatever profound wisdom he was going to share. Hopefully they'll survive that loss.
Remember: Treat people like dogs. Make their interactions with you - either via your website, or a personal interaction - about them, not you.
Let them get to know you. Make the rapport your number one priority.
Once you give them enough treats, they'll "come and buy" every time you tell them to.