How about selling rooms in a retirement community to a teenager using e-mail?
What do you think… would either of these marketing campaigns actually work?
Probably not so good.
But why? Continue reading
Gotta quick analogy for you today…
Your company’s marketing message should work the same way as trying to convince your husband to let you go on a “girls out” weekend.
(Guys… the same principle holds true for you, too)
Let’s say your 3 closest girlfriends in the whole wide world are planning a “girls only” weekend away for fun, pampering, and pedicures, and want you to go, too.
Will your husband Continue reading
Recently, my wife and I are talking, and out of the blue she says to me:
“I bet Billy Bob Biz owner could make more money by sending me a postcard to remind me that it’s been more than a year since I got those expensive new hearing aids and they recommend getting a free hearing checkup every year.”
She goes on to say: “Wonder how many of their customers defect to the competition because Continue reading
First… SEO is inherently complicated, but I want you to understand why it’s important for you to grasp the basics. So here’s my simple definition without going into all the techie details.
Search engine optimization (SEO) is the process of getting your website’s pages to attract various search engine’s attention.
You’ll notice I said “process” – because good SEO isn’t a one-time thing, it’s ongoing.
Properly optimized web pages help search engines determine what the page is all about, so it can give each page a “rank” in their search results pages (SERP).
Simple… Continue reading
A client recently asked me:
If I send out the same sales message to the same number of people using email and direct mail, which method is more likely to get the best response rate?
My answer: Assuming all other things being equal, in my client’s experience, direct mail usually wins the battle.
On the other hand… people are completely overwhelmed by the number of emails they get, so it’ll most likely be deleted before it ever has a chance.
But that’s my opinion.
Okay… If you get serious, qualified, pre-sold prospects from your website, that’s great news! You’re light years ahead of most business owners.
But if you don’t, then Houston… you have a problem.
Look… All the traffic and visitors in the world will get you a total of ZERO customers if your website doesn’t convince them you can solve their problem and contact you.
Last time, I discussed 5 of the 10 website conversion “killers” that cause nobody to contact you after looking at your website.
So here are the other 5 big and common failures I see.
1. No eyeball-grabbing headline
If your website’s headline is “Welcome to my Website”, you can be virtually guaranteed nobody will read the rest of your content.
You need a main headline that quickly grabs your reader’s attention with a benefit or a question that raises curiosity.
There are many proven headline “formulas” Continue reading
Okay… it’s a loaded question.
There are actually many reasons you don’t get qualified prospects or new customers from your website.
So I boiled ‘em down into what I call 10 big website conversion “killers”.
1. Lack of purpose
Is your site’s primary purpose obvious to your reader?
Or does it try to accomplish too many things at once, confusing your readers?
Within 7 seconds or so, your readers expect to learn exactly what you do, how you can help them, and what the next step is. If they don’t, you’ll lose them.
2. Poor layout
Is your site’s layout and design simple and uncluttered so readers will keep reading?
Or is it “busy”, cluttered, and full of ads that will distract your reader?
You’ve probably heard the phrase “KISS”? (Keep it simple stupid)
It definitely applies to your website.
If it’s cluttered, then people’s eyes won’t know where to focus.
After a few weeks of working on a copywriting project for a client, I e-mailed him client to discuss the copy I’d written for his business.
Well… the reply I got wasn’t quite what I expected.
The phrases included “we’re terminating out agreement”, “impact of the message”, and “not acceptable to our corporate direction”.
On the bright side… it also included “appreciate your attempt and professionalism”.
Now of course, there are other parts of this story, but that that’s not my purpose here.
Are you wasting money on advertising because you haven’t completely thought through the whole process, from target market to offer to call-to-action?
Put it this way… If you don’t make sure everything in your marketing process makes sense, you’ll simply flush your money right down the toilet.
Here’s a recent example:
A ValPak coupon for a small local sub shop (the keyword being small) offered different Continue reading