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

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

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

Join my discussion by leaving a comment below…

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.
.

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…

Do you think a free or ridiculously low-priced website is going to be of any value to your business?

If you do, you may want to read this and re-think your answer.

I understand the price is right, but most free website or hosting accounts I’ve ever seen have severe limitations on what can be done with them. (Or more importantly, what can’t be done)

And the reason this is important is because these limitations also seriously limit your website’s chance to succeed.

There are lots of companies, even some pretty major players that promote free or almost free websites to business owners, but they don’t always tell you the whole story.

There’s even a free version of WordPress, which is a blogging platform that can also be used as a “traditional” website, but the free version is very limited.

Truth is… If you just want a website for your hobby, or just to say you have a website, then a free website will probably work fine for you.

Free business websites DO NOT EQUAL value for you!

But if your business needs a website that will get found, can be flexible, and is easy to update and modify, then free won’t going to cut it… for a couple of big reasons.

Perception by your web visitors (if you get any at all)
Many free website providers use advertising to offset the cost, so your site’s header or footer will include a blurb or ads from their non-website related company or ads from others.  Either way, it’s pretty easy to spot a free website.

C’mon…Do you want your prospective clients to know you weren’t committed enough to invest in a “real” website?

They’re usually not flexible and scalable enough
There are many settings and changes on a website or blog that are absolutely crucial for Search Engine Optimization, to get getting found online and converting your visitors to customers.

You’ll discover what components are really important on your website inside How Your Local Small Business Can  Get More Customers on the Internet. (Not to mention many other marketing techniques like email marketing)

Most free websites, including the free version of WordPress just don’t have the ability to change these settings or make the proper changes, and are impossible to upgrade or add features to.

What do you do if you have one of these free websites?

Each business, including yours, has unique goals and needs, so talk with an experienced web marketing professional to figure out the best web marketing strategy.

Only then can you make an informed decision that’s best for your business, and offers the best value for you.

Personally, I think the self-hosted version of WordPress (WordPress.org on your own paid hosting account with your own domain name) has all the capabilities, ease of use, and flexibility to handle just about anything.

You’ll only pay for hosting, app $10/mth with HostGator, your domain name, app $12/yr with GoDaddy, and a premium theme/template for WordPress, I use Headway on most of my sites, $87 flat fee.

If you’re currently using a free website, and it’s not getting people to call your company, contact me and we can discuss your options.

What do you think? (Leave your reply 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…

Using the power of video in business to strengthen Public Relations

In public relations and marketing, video can be an invaluable and cost-effective approach, reaching audiences in ways that are informative, engaging and entertaining.

Several months ago, I wrote an article about how you can market your small business using online videos, and got some great feedback.

Today, I want to share this short article about PR and video, from the perspective of PR expert, Stefanie Guzikowski of E&G Public Relations LLC in Portsmouth, NH.

She has graciously given me permission to give you a link to her recent article on the Portsmouth Herald.

You can read it here.

If you want to find out if using video in your marketing is right for you, please contact me via e-mail or call me at 603-686-5140.

What do you think – do you use video marketing? (Leave your reply 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…

Who said billboard advertising had to cost thousands of dollars a month?

When you think of billboards, we think of the giant roadside signs that are used by business to advertise their products or services.

And yes… the cost to advertise your business on one of those behemoths can run you some serious dough. And if your ad doesn’t get attention, deliver a message, and give a reason to contact you… Then your investment will be a big waste of money.

So here’s a kinda outside-the-box thought for you…

Everybody uses business cards, right?

Then why don’t you use your business cards as your own billboard?

Think about it… For about $95, you can get a box of 1000 high quality business cards from a local printing company. I use and recommend Elite Printing Group in Exeter NH.

If you take my advice, and instead of using them for branding purposes, use it like a space ad or billboard that will get some response.

Include an attention-getting headline that shows the recipient how they’ll benefit or how you’ll help them solve their problem. Do this instead of putting your name and business name in big letters. (Remember, nobody cares about your business name at this point in the relationship)

Use both sides, include a couple of bullet points, an offer, and a call to action that will prompt interested people to contact you.

And of course, don’t forget your contact info.

Here’s a general concept most businesses can use…

Front of card

Back of card

Now… there will be some who’ll complain about this advice, (usually graphic designers) and want to make it look pretty, instead of delivering a sales message.

My answer to that is: Of course you want it to look good, so make the design look pretty and professional as you want, but don’t sacrifice the message for the sake of design and looking pretty. Balance is key… grasshopper.

The bottom line – Do you want it to look pretty, or do you want to use it to get new customers to call you?

I know it’s not a real billboard… but if you do it right… ou’ll have your own personal billboard – for the price of a business card.

What do you think? (Leave your reply 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…