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.”

.
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

Do you use this powerful, simple, low-cost follow-up tactic to increase your profits?

I want to share with you this very short story that reminded me of one underused marketing idea that will kill two birds with one stone, so to speak.

After receiving items I’d ordered on-line for Christmas gifts, I was especially impressed by two of the companies.

No… it wasn’t the gifts that impressed me (though they were pretty cool, too), but actually the notes and cards that were tagging along in the boxes.

So what’s this got to do with marketing and profits?

A LOT!

Inside both boxes was a simple note or card that accomplished several important tasks. (Actually five)

1. They personally thanked me for my order, showing some appreciation for my business. Plus, it was signed by a real person, not a company or computer. How many times do the businesses you spend money with show any kind of appreciation? In my opinion, not enough.
2. They offered a time-sensitive special 20% discount on any item I ordered from them before the deadline, and gave me a special coupon code to use. (This special code will also work as a great way for them to track response rate)
3. The order was another reason for them to follow-up with you, using the thank you reason. And every reason to “touch” your customer is a good one.
4. They included several ways to contact them to order, or if I had any problem with the order I just received.
5. They directed me to their special web page that had more special offers as up-sells. Up-sells can and do work well in many types of businesses to increase sales and profits at a much lower cost, because you’re already on the customer’s mind. Plus, they included separate mini-catalogs with some of their other products, too.

Now granted, these notes were from online businesses, but there’s every reason in the world for you to use the same technique in your business, especially if it’s a retail business, or you have a lot of foot traffic.

Put one in every bag you give a customer, or staple it to the invoice. It can be a note, a postcard, a short letter, or whatever… but do it!

Your only cost is printing, and the extra profits will be well worth it.

If you’d like to take advantage of this technique in your business, contact me, and I’ll be happy to help you get it done!

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

Many businesses make this very common website copy mistake

And if not fixed, it’s virtually guaranteed to cost you sales and profits – for two very different reasons.

But the good part… is it’s easy to fix!

First reason…

If you own a New Hampshire business and have a website, I bet you’ve wondered if there was a fast and easy way to make sure your website comes up higher when someone does a local search for your service or product.

For example, someone going to Google, and searching for a plumber hooksett nh or portsmouth nh small business lawyer.

Unfortunately, there’s no magic pill for improving your search ranking, but there is one simple thing you can (and should) do that can help you improve your rankings over time.

And it’s so basic, you may slap yourself in the head and say…

“Why didn’t I think of that?”

Simply make sure your company name and address is displayed somewhere on every page of your website. This includes your city and state. Use text and don’t embed them in a graphic or picture. When I write any web copy for my clients, I include it at the end of every page.

Always remember … The search engines read words – just like we do.

The second reason this is as important as the first…

People are very busy, not to mention lazy… and if they found your website, but can’t quickly ans easily find how to contact you, they’ll simply go to the next website. They don’t have  the time or patience to navigate all over your website just to find your phone number or e-mail address.

Where is your contact information? (Leave your reply in the white box 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

5 ways to get more clients from your website’s home page

If you want to attract more qualified visitors to your small business website, and want to convert more of those readers to clients, then your home page needs these 5 things.

(If you don’t have a business website… shame on you, but that’s another topic)

Go ahead and look at yours… see how it measures up.

1. There must be an eyeball grabbing headline that immediately tells the reader they’re in the right place.
2. The copy needs to be compelling and conversational, so people will want to read more. Don’t be afraid to show your personality (without going overboard, of course.) Make the words fun and easy to read.
3. Make sure your copy talks about the reader, not about you. (we call it “reader focused”. What’s in it for them? How can you solve their problem?
4. Optimize your home page for your SEO (search engine optimization) using your primary keywords in the headlines, the copy, and the links to other pages. Just make sure not to stuff a bunch of them in the copy for the sake of using them.
5. Show the benefits your reader will get from your product or service — don’t just rattle off product features and specs.

If your home page doesn’t get the results you’d like, usually because it’s missing one of these 5 components, I can help, so get in touch with me for more information.

What do you think? (Leave your reply in the white box 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

If you made an appearance at the well-attended Seacoast Business Expo, you were probably there for one of two reasons…

A… Your business paid for a booth to generate some new sales leads and connections for your company…

Or B… You were there to wander about the exhibitors, and make some new connections, (or secretly, maybe scoping out your competition).

Either way, the primary goal is usually to build new relationships, which turn into new business.

And no matter which side of the table you were on, I wonder if you made the common mistake most people mistake.

That mistake is… not following up with people you meet…

Now before you get all huffy – answer this question…

Did you have to empty your pockets of the big stack of business cards you collected?

If you did, did you take the time to follow up with those people – with an e-mail, a letter, or a card?

My experience was that out of all the cards I handed out to exhibitors 2 weeks ago, only 1 company ever bothered to follow up with me.

Pretty sad, if you ask me… Especially since I was interested in using services from a couple others, but their lack of interest turned me off.

On the other side, I called or e-mailed people I talked with who are potential clients or partners, and will continue to follow up with them.

The moral of this story is:

Always follow up with people you connect with at trade shows. Not to mention it’s just the right thing to do, but your next big client could be waiting for your next move.

What do you think? (Leave your reply in the white box 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

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Here’s a simple way to build your list of customers and prospects

It’s been a while since I talked about how critical it is for your business to have a list of interested prospects and customers to connect with on a regular basis.

When you have a list of names and email addresses from people who have given you permission to contact them, plus consistently educate them, with a sprinkling of marketing messages, it can be like money in the bank.

On your website, it’s as simple as having a spot for your visitors to put their names and email addresses.

And if you have a brick and mortar business or retail store, put an email sign-up sheet on the counter for customers to receive important news and special offers from you.

Even if they don’t initially buy, at least you’ll have contact information to use in email marketing campaigns.

 What do you think? (Leave your reply in the white box 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…

You might not know it, but there’s a big marketing lie going around.

If you own a business, and have tried your hand at marketing (which, by the way, should be your primary function), you’ve probably heard this common marketing advice… often from experienced marketing pros.

“To generate new leads for your business, you need to spend either time… or money… or both.”

But I don’t believe this for a minute, and neither should you!

Before I go on… let me just say “There is some truth in it, but it’s just not completely accurate”.

Let me explain…

Are you wasting money and time on ineffective marketing?

To generate qualified leads for your business, you can spend tons of money creating websites, buying leads, renting mailing lists, sending direct mail promos, whipping out postcards, and printing up brochures.

And all of these can be (probably should be) important pieces of your marketing strategy.

Then again, if you’re short on funds, but have spare time, the other thing you can do is spend the time instead of money. Compile lists of leads manually, from the phonebook, or from the Internet. And go to all the free networking events in your area. Put cheap flyers on windshields at the mall. Whatever you can do with your time

But unfortunately for many business owners, neither of these techniques are effective, because there’s one vital piece of the puzzle that’s missing…

Your knowledge about marketing basics!

If you don’t know marketing basics, it won’t matter if you spend 24 hours a day, or if you spend more money than Donald Trump.

Why is that? Because all you do is waste your time and money doing all the wrong things… ones that won’t work… because you don’t know the basics.

Spending time or money – yea, it will work – but only if you add “know-how” to the equation.

The know-how is…

• Knowing who your target market is
• Knowing what your prospects want
• Knowing how you can solve their problem
• Knowing the best way to reach them, affordably
• And knowing what will persuade them to take action now

Once you know the answers to these questions, then spend your time or money using this powerful information, your chances of generating new leads will go through the roof.

You’ll be in a much better position to reach the right people, write better sales copy, and persuade more of your target audience to contact you for your products and services.

 What do you think? (Leave your reply in the white box 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…

Regardless of whether you sell products and services to other businesses (B2B), or direct to consumers (B2C), the purpose of your website should be to get your readers to become customers.

In a simple sort of way… your website is the Internet Marketing part, and getting people to respond is the conversion part – converting web visitors to customers.

And you need both!

Once people are on your site, and to maximize conversion, your call-to-action should tell them exactly what you want them to do next, and  be powerful, desirable, and obvious to the reader.

Does your website have a call to action?

But most of the sites I analyze don’t even have a call-to-action, let alone a good one.

Others have one, but it’s either buried 5 clicks deep, or it’s not obvious enough to tell the readers what to do, so it’s totally useless.

Web marketing tip: (and it’s critical to your website’s success)

Provide your web visitors with a pleasant user experience.

To increase the number of people who take your call-to-action, your website should be designed and written for your readers, not for you.

Make it easy to navigate and for your reader to quickly find the information or answers they’re looking for.

Don’t make the mistake of simply creating an ineffective digital brochure, which usually fails to convert, and ultimately leads to the reader leaving for good.

If you ‘re ready to make your website more effective, and convert more readers to customers, simply call or shoot me an email.

What do you think? (Leave your reply in the white box 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…

Why Facebook fan pages can help you grow your small business

It’s no secret that building strong, lasting relationships with customers and potential customers is one of the primary goals of marketing.

But to build those relationships… you must engage them by giving them useful and valuable information.

Of course… there are many ways to do that offline and online, but one way that’s building up a lot of steam and seems to work well for many local businesses…

It’s by taking advantage of a custom FaceBook Fan Page so you can  build up a list of loyal followers.

Now, I’m not talking a default fan page, but one that can be designed to look almost identical to your website design.

And it can also be used to integrate your social media comments and posts with your website, so they almost appear as one “site” to your readers.
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You still need to provide the content your readers want

Then it’s up to you to provide the actual information that persuades them to “Like” you, and read your promotions, news, and other info.

So how do you get started?

You know I am design challenged, so I won’t be doing it… But a local web designer I work with can whip up one for you in no time, and the low cost will blow you away.

Simply contact Amy Toussaint of Euforic Design at 603-534-3586, or e-mail her at info@euforicdesign.com.

You can get more information from Amy about her Custom Facebook Fan Page special at http://euforicdesign.com/special_facebook.html

(As a matter of fact, she’s offering a special promotion for custom Fan Pages through the end of September)

Note*** I’m not getting a penny from this… other than knowing you’re getting hooked up with a fantastic local designer, ( she’s local to me, but can help you no matter where in the country you are), and I know Amy will take great care of you.

Oh… and make sure you tell her Merrill sent you. -:)

What do you think? (Leave your reply in the white box 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…