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Crush your competition with
Google online reviews

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Here’s one simple and low-cost secret that will make your business stand head and shoulders above your competition, even if you don’t have a website! (okay… it’s not really a secret… but it’s certainly underestimated and underused)

First – let’s set the stage.

So your spouse drives your car into the garage… only problem… the door was closed…

Oops… now you need to find a good local body shop.

What do you do? If you’re like most, you’ll simply go to Google, and search on say… “auto body shops greenland nh”

A list of several local body repair shops magically appears in the search results, coming from the Google Places listings. (you have claimed and optimized your Google Places listing, haven’t you?)

As you look through the list, one of the listings jumps out at you. You’ll see that Mirror Image Automotive has eight 5-star reviews, while the others don’t have any, or maybe 1 or 2.

These online 5-star reviews are basically testimonials from happy customers. Many will read these reviews, and many of them will base their decision to call a certain business based on them, too.

Think about it, if one listing stands out above the others because they have many more Google reviews than the others, which business are you more likely to call?

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So why are Google reviews important?

A recent study by Nielson Company shows that more than 70% of people trust these online reviews, and value them almost as much as a referral from family or friends.

This tells me that people really are reading these, and they can be paramount to your success at getting new customers. But you gotta get your happy customers to create one. (And NO – don’t do a bunch of fake ones – Google will spot that a mile away and you could lose your listing completely.
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How to get Google reviews from your customer

But before you do anything… Go to your Google Places listing and make sure it is complete.  To find it, just Google your phone number, and click the name of your business in the list, or click “Place Page”.

Create a postcard that you’ll hand out to customers immediately following your transaction, while they’re most likely to be happy with you.
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What to include on your postcard
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1. A short link to your Google Places listing
2. Your free QR code
3. A short customized message asking them if they’re happy, and if they’d leave a good review
4. Instructions on “how to write a Google review”
5. And your company’s contact info

That’s it!

If you’d like me to create a postcard for your business, give me a yell, and we’ll get your business on the road to 5-star reviews!

I’d love to hear your comments below…

New Postal Service program lets you promote your business using direct mail to target any neighborhood you want… no mailing list or bulk permit needed

Did you ever wonder how you could cost-effectively target every household within a specific neighborhood, a zip code, within a certain radius, or even certain USPS mail carrier routes?

Now you can!

The USPS Every Door Direct Mail (EDDM for short) program lets you do just that.

And it’s easy, with low postage costs as little as 14.5 cents per piece.

Now… for most businesses, I usually don’t recommend sending non-targeted direct mail, which is what this program is – except for the geographic targeting part, BUT… there are exceptions.

For example, your business may depend on attracting customers who are literally in your backyard, or within a mile or two from your business, and you don’t want to blanket a larger area with thousands of postcards.

Well then… this program may be perfect for you.

Note*** If you want to mail bulk postcards to a much larger local area, Peter Gorman at www.emsdirectmail.com in Dover NH can help you with that. (Sorry Peter… the EDDM program may be a good option for smaller mailers -:) )
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Can you take advantage of the EDDM program?

I see it working well for restaurants, auto repair, salons, stores, pizza and sub shops, shoe stores… any other business that are looking for customers in close proximity.
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Here’s how one client currently uses EDDM…

As we speak… one of my home improvement company clients wants me to create over-sized postcard for this program.

You see it all the time… when a company does painting or windows, they’ll often put up a small sign in front of the house, right on the street, so the neighbors can all see it when they drive by.

In this case, they’re also going to mail out a lead generation postcard to all the homes on that street, and the intersecting streets within a quarter mile… in their case, around 500 households.

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Summary of the benefits of EDDM

(at least how I interpret them from their not-so-clear marketing materials)

• As low as 15 cents per piece postage
• Easy to use – just sign up, create and print your postcard, take ‘em to the Post Office
• Several sizes of over-sized postcards are accepted – 6.5×9, 8.5×11, and others
• No bulk permit needed (and the associated requirement)
• Mail as few as 200 per day, or up to 5000 per day
• Online software lets you choose zip, city, street address, radius, or even specific carrier routes
• You don’t need to buy a mailing list

For more information about the EDDM program:

Click https://www.usps.com/business/every-door-direct-mail.htm

As always, make sure your postcard includes a great headline to get your reader’s attention, an offer they can’t refuse, and a clear call to action so they know what to do.

If you want my help with that part of it, get in touch with me to discuss your project in more detail.

If you’ve been paying attention over the years, then you know that all of your marketing materials must include an offer.

But not any old offer – you need an irresistible offer!

A kick-ass offer that will get readers to get off their duffs and call you for an appointment, or buy your widget, or whatever you want them to do.

Why? Because the strength of your offer will often determine if your campaign or promotion will make money or be a complete failure.

What I’m saying is… include great offers in everything your prospects see from you.

• Brochures
• Space ads
• Letters
• Postcards
• Web copy and content

Actually… everything related to marketing!
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So… how do you create an offer that’s irresistible?

In theory, it’s easy. Just like the scene from the GodFather…

Simply “make them an offer they can’t refuse”.

An offer that’s so good, they’d have to be a complete idiot to let it pass by.

Here are a couple of ideas to get you thinking…

But first… you need to know your target market, what they want, and what will get them excited.

You could offer a discount off normal price…

50% off… or 2 for 1…  Restaurants use this one a lot. There are a couple of downsides to this however.  First, you may be attracting the people looking only for deals, which may not necessarily be who you’re looking for.

Second, offering discounts often diminishes the value of your product or service, and some people may think your discount is too good to be true. So use this one wisely.

You can add extra value to your product or service…

Personally, this is the one that my clients get the best results with.

Add some bonuses or incentives that people will want and value. For example, a shop that sells digital cameras could offer a camera at $150 full price, but also include a carry case, a memory card, and a book about taking the perfect digital photo for a limited time only.

The retail value of these items could be $100, but the store’s cost is only $30. To the customer, it’s like getting $100 worth of stuff for free.

So instead of discounting the camera, they add a ton of value and get full price. And the customer thinks they got a great deal – which they did.

Now there are lots of ways to add perceived value, only limited by your imagination.

So keep thinking for your business… what can add value to your customers?

Time flies by so fast… and of course, your time is valuable…

Oh… if there were only more hours in a day…

Anyway – here’s a super-duper quick article about getting better results from your marketing.

I’ve broken down most marketing tasks into 5 basic steps.

5 steps to better marketing:

1. Know exactly who your target market is – define your ideal customer. The more you can define them, the easier it is to figure out the best way to connect with them
2. Write a sales message that gets their attention and shows them why they should use your product or service. You gotta get down to their level and use persuasive arguments.
3. Include proof using testimonials and/or studies. People like to buy from companies that have great track records.
4. Make them an irresistible offer, one they just can’t refuse. Add so much value, it would be virtually impossible to pass up.
5. Include an obvious call to action that tells them what to do next. Keep it simple and clear.

Who says your web copy can’t be fun and professional, too?

Yawn…. so sleepy… uh oh… snoring… zzzzzzzzzzzz…..

Oh no… your web copy has bored this reader to tears…

And that’s usually bad… very bad…

But I’m sure it’s not your website. Your website looks and sounds very professional.

And that might be okay for you, but what about your reader?

Is it okay for them? Or do they fall asleep – or worse – leave your site completely because the copy is so dry, they quickly get bored?

So here’s my web marketing newsflash of the week:

Real people with real feelings and real personalities don’t want to read dry, boring, stuffy copy.

For example… Here’s a website that uses personality in their web copy better than many. Check it out at www.theskinnytowel.com.

In addition to finding a solution to their problems, they’re more likely to keep reading if your copy has some personality and reasons to respond?

Think about it… you have a personality (just like your reader), so why not show some of it in your copy.

Engage their emotions. People react to personality.

You see, even the executive managers and purchasing agents have lives and feelings. Your sales copy has to appeal to those feelings so they will read and react to your offers.

If it doesn’t, well… in the trash it will go!

I can hear you saying now… “In my business, it has to sound dry and professional”.

I don’t believe it for a second, no matter what profession you’re in. There’s absolutely no reason your website can’t look and sound professional, and still let your personality shine through. It’s a balance.

Though it may not be easy for you, it can be done… and it will almost always be more effective…

Think… “hire a copywriter”…

Does your business do this?

You give an estimate or a proposal to your potential customers, with the hope that a certain percentage of them will turn into sales and profits.

Even though there are actually several stages of a typical sales cycle…

• Generating qualified leads who request an estimate (I’m going to use “estimate” to also mean a quote or proposal)
• Delivering the estimate
• Following up with the lead
• And the best part – sales and profit… Yeah!!

Today, I want to focus on the actual estimate.

This is where the rubber meets the road, and you have the biggest opportunity to turn your potential customer into paying customer.

I’m going to show you a real-life example of a very effective and powerful “Estimate Package” that one of my web copywriting clients, On Top Home Improvements, uses in their business. (with their permission, of course)

First… a little background…

The client is a Maryland home improvement company who does roofing, siding, windows, etc. For consumer protection purposes, the state requires they have a Contractor and a Home Improvement license.

Professional Customer Quote and Proposal

Now when people call up for estimates, they could do like everybody else, and hand them the written estimate… but these guys go MUCH further…

You’ll see it’s not the normal verbal quote, or 1-2 page hand-scratched or computerized estimate you get from most businesses…

But it’s a professional looking folder, probably half an inch thick, jam-packed with the estimate, and also all the information a potential customer could possibly need to make a smart buying decision.

They add value to all of their estimates by including…

• A cover letter that clearly explains what’s included in the folder
• A professional and comprehensive estimate
• Written testimonials from similar type customers
• Proof of insurance coverage (actual copy of certificate on red paper)
• Proof of State licenses (again, actual copies on green paper)
• Written Warranty Certificate
• Proof of expertise with copy of Manufacturer Certifications
• Product information brochure
• Business card with all the contact info

This makes them totally unique and different from all their competitors, and by most accounts, gives them a distinct advantage over everybody else, allowing them to convert more of their estimates to paying customers.

Dan Kennedy, a well known marketing expert would call this a “shock ‘n awe” package, because it WOWs people with so much great information, and may even keep people from getting competitive quotes.

Note** You could use this same concept as a follow-up package sent or delivered to people requesting more information about your products and services.

So… think about how you can apply this approach to your business right now.

You can get started today by simply picking up some good looking folders at Staples, and build a portfolio of inserts that will be valuable and informative to your potential clients, showing off your unique strengths.

Make them think you’re the ONLY option to consider.

And if you need a copywriter to write your cover letter or other marketing inserts in your Estimate Package, let me know – I’d be happy to help you create a package that will put your competition to shame.

Let me know, just send me your comments below.

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

 

 

5 ways to get more clients from your home page

It’s a fact that e-mail marketing and follow-up is a powerful and effective tool to generate leads and sales…

Seriously… There are no postage and printing costs to worry about, so the total cost of sending a promotional e-mail is next to nothing. You just need a list of names and e-mail addresses, plus some kick-ass e-mail copy.

So why aren’t more businesses getting results?

It’s like this… no matter how many e-mails you send out, the first thing that must happen, and one of the keys to a successful e-mail campaign is getting the recipient to open the darned e-mail.

The percentage of readers who open your e-mail is called the open rate, and the percentage can be pretty dang low.

Okay, so how do we boost the open rates?

The best way to increase the open rates of your e-mails is to use a powerful subject line – one that makes them want to open it and see what’s inside.

But unfortunately, that’s where many e-mailers stumble.

You see, most e-mail subject lines are boring, uninformative, or full of words that shoot it right on down to the junk or spam folder, where you’ll probably never even see it. (In reality, sometimes good subject lines go there, too)

And guess what? If your email isn’t seen, it sure as heck will never be read.

Here’s an inexpensive resource that will show you the secrets to killer e-mail marketing systems, e-mail copy, and online marketing.

Here are some different tips anyone can use to create a subject line that will get your e-mails opened more often:

• Inform them of something valuable or important
• Use intrigue
• Personalize it by using the recipient’s name
• Include your “brand”
• Ask a provocative question
• Introduce a special offer

Your subject line has the same purpose as a headline – you need to get your reader’s attention and interest so they will open your email.

And then you need to test, test, test. Then you will know what headlines work the best in any given situation.

How does your e-mail marketing stand up? Let me know.

And if you need help setting up your e-mail marketing system, or writing emails that get results, contact me

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

Can Google decipher your web copy?

Today… you’re gonna get a short and sweet – but extremely valuable – website lesson…

First… you must understand that when you do a Google search, they try to display results they think are most relevant.

So let’s look at a real example of a printing company’s web copy to show you what I mean.

“The evolution of integrated digital printing as a service industry to the public domain has never existed on this level. Although the technology has been available for some time, machines like the DReAM machine have only been used for in-house production printing…”

First… when Google looks at the page, they can’t tell what the company does (what does integrated digital printing really mean, and who is going to search for that specific phrase?)

Most people don’t care about or read meaningless, corporate style, vague language (except for the person who wrote it).

Second… I’m guessing their visitors won’t understand what this company does, either. (if they show up at all on the search results)

So… what does this company really do?

They print brochures, and postcards, and direct mail for small and large businesses.

What will most people likely search for?

Brochure printers, business cards printing, etc.

My point is this:

Make sure your web copy isn’t a bunch of garbeldy gook, corporate style, fluffy, nonsensible words that sound impressive, but tell the reader absolutely nothing about what you do and how you can help them.

Write clear, concise, and descriptive words that include the language your target readers will be looking for.

Only then will you get a chance to get that new client. Nobody wants to be confused, ever!

If you need help converting your product or service, no matter how technical it is, into simple language that a 5^th grader can understand, give me a call today.

How does your web copy measure up?

Let me know, just send me your comments below.

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

5 ways to get more clients from your home page

For any business, many organizations, and sometimes individuals, effective marketing…

• Grabs the attention of the target market
• Conveys a message that resonates with them
• Offers them something helpful, unique, or valuable (or any combination)
• Persuades them to take a specific action – basically… “Do this… and get that”

Now you reel ‘em in and offer them your unparalleled products and services, right? (at least, they should be great). I mean… nobody wants to be fooled with great marketing, only to find out what they buy really sucks!

Now… let’s change hats and think about politics for a minute (yea… I know… it leaves a bad taste in my mouth, too, but hear me out)

Spend millions just to sell crap

Politicians are their own products and brands. To succeed, they need to sell themselves, so you’ll vote for them, not the next guy.

They’re basically promoting themselves, spending millions of dollars to market and advertise using giant postcards, self-mailers, letters, TV ads, radio ads, robo phone messages, and even the debates.

In essence, they pay for marketing to buy your vote.

But the real problem as I see it (this is my personal take, not based on proven facts) is that marketing may be super great – but the end product you’re buying – the politican – well – is the lowest quality, absolutely terrible.

Again, this is only my personal opinion… but this is the difference between political marketing and business marketing.

In most instances, business marketing promotes good products and services – politicians… not so much.

Politicians promote themselves like heroes, but in reality, once they get elected, you only get lies, scandals, and untruths. What they want to give you — NOT what you thought you bough into, based on their millions of marketing dollars spent.

Of course, this isn’t always true, but I think it is most of the time.

Do you agree? Disagree?

Let me know, just send me your comments below.

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

5 ways to get more clients from your home page

Start off 2012 positively, with a bang, by checking out this quick tip that will help you avoid this common copywriting mistake.

First… What’s the first thing that crossed your mind when you read this blog headline?

Most likely, you’re gonna think one of these two things…

“Oh yeah – you’re full of crap buddy – just watch me!”

You see it as a challenge, and you just love a good challenge.

Or… you think…

“Yeah… you’re right… I suck at writing copy that gets customers and prospects to respond”

Negative copy is bad

It’s such a negative statement, telling you what you can’t do. I don’t know about you, but I get tired and depressed with “negative” all the time.

Sure… it may have got your attention in the headline. But what if you saw negative statements like that in a letter (doesn’t even have to be a sales letter)?

Would it turn you off? Maybe enough to stop reading? Certainly enough to not take the action the letter writer wanted you to take?

Now you might be thinking… “Ok Mr. smart guy copywriter… what’s another way to write the same headline – in a positive way that would increase the odds someone would continue to read and take action?”

Here’s the original:

You cannot write good
marketing copy for your business

Let me think for a second … Ok… how about?

You, too, can write great sales copy…
Even if you’ve never written a letter in your life!

Do you see the difference?

Original – You can’t (negative, turn-off) vs. the new and improved (positive) – You, too can…

You see, just like speaking, there are usually several different ways to say the same thing. As the saying goes (which is true)…

“It’s not necessarily what you say – but how you say it.”

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And positive words are generally more effective at getting a response from the reader than negative words.

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It all goes back to who your reader is, the point you want them to get, and the action you want them to take.

So… go back through your copy, and rewrite any sentences or statements that sound negative, and put a positive twist on it.

Have a positively GREAT 2012! 

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

5 ways to get more clients from your home page