Have you ever clicked on a Services page that made your head spin, because it talked about every one of the 15 services they offered?

Chances are, there was so little information about each one of them, you really didn’t know if they could help you or not.

It’s common for many to create a Services page like this, where you list everything you do on one page. But it’s certainly not effective for getting results, such as people calling you for quotes or to buy.
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Are you wasting your web visitor’s valuable time?

It’s a waste of time for the web visitor. And unfortunately for the business, they squander an excellent opportunity to convert a reader to a customer.

Here’s what I recommend for your website’s Services page(s) strategy instead…

First – make a list of every service you offer. (Depending on how many and what they are, you could even lump them into categories)

Then – instead of writing one Services page with a brief summary about every service you offer – create and write a laser-focused page for EACH service on its very own page.

See a perfect example of doing it right at www.ontophome.com.

Your Service page will be a pull-down menu that lists all your individual service pages, and may include a summary page about each service.

(If you need a copywriter to write your copy, you know who to call… my number is below)
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This strategy kills two birds with one stone

Each page can be search engine optimized for  one service, so it increases the chance they’ll find it when people search.

Plus it’s a better experience for your web visitor, because there’s no doubt each page solves one specific problem.

In the headlines and web copy, use keyword phrases that people are likely to search for, and information that’s relevant only to that specific service, and make sure you tell them “what’s in it for them” and include all the great benefits they’ll get.
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A kick-ass Services page will generate more sales

Unless you only have one or two services, don’t take the easy way out and put all of them on one page.

And don’t make the mistake of shortchanging yourself by saving a few bucks to write only one page. If you want any chance of getting found, then getting those visitors to call you, spend the money and do it right the first time by writing separate pages.
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My rule of thumb… The Power of “1”

One web page = One focused service or product. It’s as simple as that.

Does your Services page attract visitors and convert them to paying customers?

If not – give me a call so we can work on it!

Leave me a comment 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…

Yep… I know… I’m always harping on you to add powerful and meaningful guarantees to your sales copy, or to improve the one you already have.

But I’m doing it for your own good – so you’ll get better results.

So… down to business, and it will be quick.

The guarantee I mentioned in the subject line doesn’t actually have anything to do with this. It’s something different…

But it’s no less important!

It’s something that I was reminded of while talking with a client recently who was just going to sit back and wait for the economy to change, hoping customers flock to his business, all without investing any time or money to promote his business.

Of course… that’s a fantasy. But why?

Because of the fail-proof marketing guarantee:

If you don’t do or try anything to market your business…
you won’t get positive results – guaranteed!

To bust out of a slump, don’t be afraid to try different things to get ahead.

I’m not saying to spend a ton of money on unproven techniques, but think outside the box a little. You may be surprised of the results you get.

And if it doesn’t work, don’t consider it a failure. It’s just one thing that didn’t work. Figure out why, make a change, and try something else.

I’d love to hear what techniques you’ve used successfully in your business, so leave me a comment below…

Should I use printed sales materials to market my business?

It’s a great question, and clients ask me this all the time…

It seems like everyone is jumping on the “online” marketing bandwagon these days.

Marketing your business online with compelling e-mails and your website is not only smart… but necessary for your success.

But Houston – we have a problem:

Online marketing isn’t the only game in town. However, don’t make the common (and maybe costly) mistake of underestimating the effectiveness and convenience of printed marketing materials.

So I’m gonna toss out a few basic pointers regarding print materials that can still be used effectively for most small businesses like yours.

Business cards

If you personally meet new prospects at networking events or meetings, you’ll want to pass out business cards. The keys to a great business card are no different than any other marketing materials.

Get their attention, and make sure your prospect knows exactly what you do and how you can help them – not your title.  “Helping businesses increase profits” is much better than “Consultant” or “President”.

Tri-fold brochures

Many businesses (even some marketing gurus) think brochures are dead. I think they’re a great medium, with enough space to tell your unique story and sales message to your prospects… only IF it’s written in a way that speaks directly to your reader’s needs.

If your reader is interested in your product or service, especially if it’s a high-cost one, and your headlines get their attention, you bet they’ll read it. If they’re not interested, they won’t read it no matter what.

Postcards

Postcards are great because they can be used for many things. There are several common sizes and delivery methods available. Typically I recommend them as an inexpensive way to get new leads, or a way to introduce a new product or service to existing customers.

Their biggest advantage is your message and offer is immediately front and center – no envelope to open. You can also use them as handouts. The downside is limited space, so your copy, message, and design must be powerful, laser-focused, short and to the point.

Rack cards

Approximately 3.5″w x 8.5″h, these work well to hand out to prospects, put in brochure holders on a store counter, put on a table at a tradeshow booth, or as a “leave behind” when you can’t speak directly to your prospect.  Advantages are similar to postcards – get attention quickly and convey a short, focused sales message without having to open an envelope.

Door hangers

Very similar in size and usage to rack cards, except they have a cutout at the top so you can hang them on doors or on mailboxes. (You can’t legally open mailboxes unless you actually mail something). Great for door-to-door or neighborhood promotions. The downside – someone has to do the footwork…

There are obviously many other shapes and sizes, ways to use them, and specific situations. So if you have a specific marketing problem to solve and you’re not sure which one to use, or what it should say, contact me.

And to be most effective, all the direct response marketing principles apply. They must:

• Get attention
• Have a powerful headline
• Have compelling copy
• Include an irresistible offer
• And include a clear and simple call to action

I’d love to hear how you successfully used any of these, so leave me a comment below…

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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.

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.

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

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…