This may seem like a very basic question. However, it's one that needs to be asked and answered. Why? Because a lot of business owners don't "get" the value of good copy.
You may be asking "What is this copy you talk about?" In the simplest form, words. Just like the ones you're reading now. But not just any old words. Words that explain what your business, product or service can do for a prospect.
More importantly, words that sell. Words that will motivate someone to give you money in exchange for value. And words are a key part of every ad or marketing campaign a business runs.
The right words will sell and the wrong ones won't. It's really that simple (but not easy) to write a winning sales letter or message.
Words are part of radio and TV commercials and newspaper ads. They're on pay-per-click ads, landing pages and sales letters. And they're part of brochures, follow-up e-mails and every other marketing message. Bottom line - words are part of all your marketing efforts.
The right words are critical in direct-response marketing, which is what every business owner should use. Direct-response marketing asks the customer to take a certain action. It can be to opt-in to an e-mail list, sign up to watch a video or buy a product.
A business owner will know exactly which ads work to make a sale. Why? Because you can track to the penny how many prospects buy from each ad.
This is why most ad agencies don't like this type of marketing. They want you to pay for their ads over a period of time and ignore the results. That's because most of the time these ads don't make many sales.
Their ads may win awards for being clever or creative. But when it comes to making sales, these ads almost always fall short.
Most agencies rely on image or "branding" type marketing. This relies on expensive ads with few words that don't really sell. It's a popular myth based on the theory of "brand awareness."
I use the word theory because I haven't seen it work well in the real world. It says if you put your company name out there often enough, folks will eventually buy from you.
This kind of marketing can make some sales in the short run. For example, if you have a stopped-up toilet and hear an ad for a plumber on the radio.
Here's the problem with this theory. If you can't directly track an ad to a sale, you don't know if it works. What's the ultimate goal of a business? Make enough sales to at least cover your costs. And better yet, make a profit.
This ties back to my original point. Why the right words are critical to business success.
I know this may sound really basic. But I see a lot of business owners who don't seem to get this simple concept.
If your marketing hasn't worked well, you might be using the wrong words. You could make an offer your market doesn't want. Or you could make your offer to the wrong people. If you want to sell T-bone steaks, you wouldn't target a group of Boulder vegans.
A savvy copywriter and marketing pro can look at all three to find the weak link(s).
I'll admit this is a little self-serving. That's because I am a copywriter. I tell you this because it's critical to your business success.
More than a few companies do OK without good marketing. Will they continue to do OK in the future with a so-so economy? With a few exceptions, I doubt it.
The economy won't get any better anytime soon. Especially with state-run health care.
There are so many "wildcards" that affect the economy today - both here and around the world - that I don't know when it will get back to 'normal' or even decent.
In the future, good business and marketing basics will be more important than ever. That includes good copy, offers and strategy.
Don't believe that good marketing makes a difference? Listen to this Tony Robbins interview of Jay Abraham:
http://bit.ly/1cJxeed
Jay is a well-known marketing legend. His advice produced $9.4 billion in sales for his clients.
Listen to the audio more than once and take plenty of notes to mine the marketing "gold."
What's the best measure of your marketing? Not how many leads or how much "brand awareness" you have. It's how well you convert those leads into sales, which lead to dollars in your bank account.
This should be your main goal when you make any marketing decision. Not to just 'get your name out there' or 'boost brand awareness.'
If it don't make the cash register ring, it doesn't mean a thing.
That's the best reason why good copy is critical to your business success.
Tuesday, February 25, 2014
Thursday, October 04, 2012
Why It's Not Enough To Be A ________ Marketing Expert
Nowadays it seems like there are plenty of "social marketing experts" for hire. The explicit (or implied) promise is that if you get enough posts, likes and tweets, these modern-day wizards will magically solve your business problems.
This reminds me of the late 90s dot.com boom, and the promises I heard back then. Phrases like:
"It's a new era in business.... just get enough 'clicks' and 'eyeballs' to your website, and the profits will take care of themselves."
That advice didn't work real well for a lot of companies. Such as Pets.com... Contentville... Flooz... Kozmo.com, and other victims in the dot.com boneyard.
Clicks and eyeballs weren't enough to keep them in business. They still needed old-fashioned things like sales and cash flow.
A book was written about this dot.com graveyard by Phillip Kaplan titled F'd Companies. It chronicles the Alpha and Omega (beginning and end) of multiple companies with no product... experience... or realistic business model. Just hot air, blue sky and empty promises.
Todays 'tweets' and likes' seem to be the equivalent of the late 90s 'clicks' and 'eyeballs.' I'm not sold on the idea that if your Fan page is popular enough, you'll convert enough folks to purchase your product or service. Or that you can effectively communicate your marketing message in 140 characters or less.
I realize that you can write a short tweet or post that can get someone to a website or landing page. Social Media can be part of a sound marketing strategy, but it's not the be-all / end-all to your business challenges.
The biggest whopper I've heard from the Social Media Kool-Aid drinkers comes from the Head Twits themselves, Ev Williams and Biz Stone. Speaking last month to the "Tech Crunch Disrupt" conference, they had the chutzpah to tell capitalists in attendance to 'Stop stressing about how your business will make money. The money will come."
Ah yes, the Field of Dreams approach to business. Brilliant!
This quote is the leader in the clubhouse for the biggest load of BS I've heard in 2012. It's terrible advice, defies business fundamentals and common sense.
Why do I bring up the F'd Companies book and the Twitter quote? Because technology and good intentions aren't enough aren't enough to be successful in business. You have to put in enough consistent effort, and make sure that effort is guided by a sound business plan and fundamentals.
It's not enough to be a Facebook / Twitter / Other Social Media Outlet marketing expert... you have to know the fundamentals of good marketing to be considered an expert - or at the very least competent.
Preferably if you've learned those fundamentals from folks like Claude Hopkins and his book Scientific Advertising... John Caples and David Ogilvy, to name a few. Or more modern-day marketing wizards, such as Jay Abraham, Ted Nicholas, Gary Bencivenga, or John Carlton.
You really need to know the market you're selling to... what product or service(s) said market really wants... and what will motivate them to buy said product or service. If you hire a marketing consultant or copywriter to increase sales and cash flow, they darn well better know these three things - or else you're probably throwing your money away.
The moral of this story? I'll say it again: It's not enough to be a __________ marketing expert, and it's not the medium (or media) that make the difference... it's the rock-solid, time-tested marketing fundamentals put into action.
They've worked for all kinds of companies for over 100 years, and they can work for yours too. Give 'em a try. If done correctly, I think you'll like the results you see.
.
This reminds me of the late 90s dot.com boom, and the promises I heard back then. Phrases like:
"It's a new era in business.... just get enough 'clicks' and 'eyeballs' to your website, and the profits will take care of themselves."
That advice didn't work real well for a lot of companies. Such as Pets.com... Contentville... Flooz... Kozmo.com, and other victims in the dot.com boneyard.
Clicks and eyeballs weren't enough to keep them in business. They still needed old-fashioned things like sales and cash flow.
A book was written about this dot.com graveyard by Phillip Kaplan titled F'd Companies. It chronicles the Alpha and Omega (beginning and end) of multiple companies with no product... experience... or realistic business model. Just hot air, blue sky and empty promises.
Todays 'tweets' and likes' seem to be the equivalent of the late 90s 'clicks' and 'eyeballs.' I'm not sold on the idea that if your Fan page is popular enough, you'll convert enough folks to purchase your product or service. Or that you can effectively communicate your marketing message in 140 characters or less.
I realize that you can write a short tweet or post that can get someone to a website or landing page. Social Media can be part of a sound marketing strategy, but it's not the be-all / end-all to your business challenges.
The biggest whopper I've heard from the Social Media Kool-Aid drinkers comes from the Head Twits themselves, Ev Williams and Biz Stone. Speaking last month to the "Tech Crunch Disrupt" conference, they had the chutzpah to tell capitalists in attendance to 'Stop stressing about how your business will make money. The money will come."
Ah yes, the Field of Dreams approach to business. Brilliant!
This quote is the leader in the clubhouse for the biggest load of BS I've heard in 2012. It's terrible advice, defies business fundamentals and common sense.
Why do I bring up the F'd Companies book and the Twitter quote? Because technology and good intentions aren't enough aren't enough to be successful in business. You have to put in enough consistent effort, and make sure that effort is guided by a sound business plan and fundamentals.
It's not enough to be a Facebook / Twitter / Other Social Media Outlet marketing expert... you have to know the fundamentals of good marketing to be considered an expert - or at the very least competent.
Preferably if you've learned those fundamentals from folks like Claude Hopkins and his book Scientific Advertising... John Caples and David Ogilvy, to name a few. Or more modern-day marketing wizards, such as Jay Abraham, Ted Nicholas, Gary Bencivenga, or John Carlton.
You really need to know the market you're selling to... what product or service(s) said market really wants... and what will motivate them to buy said product or service. If you hire a marketing consultant or copywriter to increase sales and cash flow, they darn well better know these three things - or else you're probably throwing your money away.
The moral of this story? I'll say it again: It's not enough to be a __________ marketing expert, and it's not the medium (or media) that make the difference... it's the rock-solid, time-tested marketing fundamentals put into action.
They've worked for all kinds of companies for over 100 years, and they can work for yours too. Give 'em a try. If done correctly, I think you'll like the results you see.
.
Tuesday, August 21, 2012
Why Groupon Should Have Listened To Claude Hopkins...
It looks like the honeymoon is over for Groupon, judging by this recent article at Slate.com. The stock price has dropped from over $31/share down to $5.36 and no profits to speak of. Instead, Groupon has an annual net loss of 27 cents a share. Just like the over-hyped dot.com stocks of the late 90s, this Social Media darling has had plenty of hype and hot air... but nothing in the way of earnings, or a good business model.
You may be asking: "Why should Groupon have listened to Claude Hopkins... who the heck was he... and why was/is he so important when it comes to marketing and business?"
Claude was one of the great advertising pioneers of the early 20th Century. He believed that advertising existed only to sell something, and the results should be measurable and justify the results it produced. (That sounds familiar... I wonder who else has been talking about that?)... but I digress.
Hopkins wrote the classic marketing book Scientific Advertising in 1923. What Claude said back then about advertising still applies today. If you're serious about marketing or business, you should read this book. I'm reading it for the fifth time, learning (and re-learning) solid marketing fundamentals.
Groupon's execs should have read what Claude wrote to avoid the problems they face today.
What are these problems? Lack of long-term, repeat customers that result from Groupon and "daily deal" advertising... small-business clients selling goods and services at a discount... then paying Groupon steep commissions - usually 50% of the already-discounted sales price.
Groupon's business model assumes that a company will sell a discounted "sample" of its product or service.... then customers will gladly pay full price on future buys. That doesn't make sense to me, and it didn't make sense to Claude.
Here's what he says in Chapter 13 - The Use of Samples:
"For the same reason some advertisers say, 'You buy one package, we will buy the other (Ed: Buy one, get one free).' Or they make a coupon good for part of the purchase price. Any keyed returns will clearly prove that such offers do not pay. Before a prospect is converted, it is approximately as hard to get half price for your article as to get the full price for it.
As Claude Hopkins reminds us, it's difficult (if not impossible) to pull this marketing feat off.
It's a great lesson for business owners, investors and marketers alike. Before you start-up or invest in any new or existing business, make sure it has a good long-term sustainable business model... and competent, experienced management.
Or if you consider hiring a marketing consultant or copywriter, ask them if they know who Claude Hopkins is. I can almost guarantee you that many of today's "social media experts" don't have a clue who Mr. Hopkins was... and why his words of wisdom are still so important today.
They know the ins and outs... likes and pokes... tweets and re-tweets of Facebook and Twitter... but I'm not convinced they truly know the "old-school" fundamentals of good marketing - which (if applied correctly) always work in any type of market or advertising medium.
That's what I'll cover in my next blog post, which talks about the difference between the medium and the marketing... and why it's so important for your business.
Until next time...
You may be asking: "Why should Groupon have listened to Claude Hopkins... who the heck was he... and why was/is he so important when it comes to marketing and business?"
Claude was one of the great advertising pioneers of the early 20th Century. He believed that advertising existed only to sell something, and the results should be measurable and justify the results it produced. (That sounds familiar... I wonder who else has been talking about that?)... but I digress.
Hopkins wrote the classic marketing book Scientific Advertising in 1923. What Claude said back then about advertising still applies today. If you're serious about marketing or business, you should read this book. I'm reading it for the fifth time, learning (and re-learning) solid marketing fundamentals.
Groupon's execs should have read what Claude wrote to avoid the problems they face today.
What are these problems? Lack of long-term, repeat customers that result from Groupon and "daily deal" advertising... small-business clients selling goods and services at a discount... then paying Groupon steep commissions - usually 50% of the already-discounted sales price.
Groupon's business model assumes that a company will sell a discounted "sample" of its product or service.... then customers will gladly pay full price on future buys. That doesn't make sense to me, and it didn't make sense to Claude.
Here's what he says in Chapter 13 - The Use of Samples:
"For the same reason some advertisers say, 'You buy one package, we will buy the other (Ed: Buy one, get one free).' Or they make a coupon good for part of the purchase price. Any keyed returns will clearly prove that such offers do not pay. Before a prospect is converted, it is approximately as hard to get half price for your article as to get the full price for it.
As Claude Hopkins reminds us, it's difficult (if not impossible) to pull this marketing feat off.
It's a great lesson for business owners, investors and marketers alike. Before you start-up or invest in any new or existing business, make sure it has a good long-term sustainable business model... and competent, experienced management.
Or if you consider hiring a marketing consultant or copywriter, ask them if they know who Claude Hopkins is. I can almost guarantee you that many of today's "social media experts" don't have a clue who Mr. Hopkins was... and why his words of wisdom are still so important today.
They know the ins and outs... likes and pokes... tweets and re-tweets of Facebook and Twitter... but I'm not convinced they truly know the "old-school" fundamentals of good marketing - which (if applied correctly) always work in any type of market or advertising medium.
That's what I'll cover in my next blog post, which talks about the difference between the medium and the marketing... and why it's so important for your business.
Until next time...
Wednesday, April 25, 2012
Can You Spend Brand Awareness?
This is an odd question to ask, but it's relevant when it comes to marketing. Why is that, you ask?
Because it ties into the seemingly never-ending debate between the merits of ad agency "branding" (or image)-type marketing... and old-fashioned direct-response marketing. If you've read my blog for any period of time, you know that my bias is towards the latter.
The reason I thought of this question was because of a meeting I had with two local radio hosts. I met with them to see how I could increase the effectiveness of their advertisers' radio ads. The better response they get from their ads... the more sales and money they would make... and that would increase the chances they would stick with this radio show as a longer-term advertiser.
Makes perfect sense, right? Well.... not exactly.
As I explained the difference between direct-response and branding-type marketing, it was obvious that one of the hosts wasn't sold on it. He starts asking question after question about "if" direct-response marketing was effective... and the one question that he asked (that I wish I had this answer for at the time) was:
"Well, what about brand awareness in marketing?"
My natural instinct was to give a smart-ass answer and say: "Well, what about it?" But that wouldn't have done much good to avoid an argument.
Let me take a step back and explain this marketing theory.
Ad agency folks love to talk about "brand awareness" because they tell their clients that the more you get your name in the marketplace... the more people will be aware of your brand... and eventually this will lead to more sales and cash flow. But - these "creative gurus" will tell you - this will take time for their creative genius to work its magic, and get the results you want.
Never mind the fact that you can't track how well the ads or campaign are working. Just trust them, keep giving them your money... and eventually it should work out alright. And the more time it takes to "get your name out there," the more money you're paying for unaccountable marketing.
Let's get back to the topic: "Can You Spend Brand Awareness?"
Go to a Starbucks and order your favorite beverage, then ask the clerk if you can pay for it in brand awareness. He or she will look at you like you're crazy, and rightfully so.
Obviously you can't spend brand awareness to buy the material things you want in this life. So why should your marketing be focused on something that's difficult (if not impossible) to measure... and is useless to buy the things you want?
I like marketing that you can measure, monitor and adjust, and will bring in US dollars... fungolas... Federal Reserve Notes - and lots of them. When done correctly, that's what direct-response marketing will do for any business.
Forget about being cool or creative, unless it increases your sales and positive cash flow. If an ad agency or or marketing consultant talks about brand awareness instead of results, snap your wallet shut and end the meeting. Then find a marketing professional who believes in accountable, results-oriented marketing - and not some half-baked yuppie fantasy.
You'll save time, energy and frustration, and have more business success.
Because it ties into the seemingly never-ending debate between the merits of ad agency "branding" (or image)-type marketing... and old-fashioned direct-response marketing. If you've read my blog for any period of time, you know that my bias is towards the latter.
The reason I thought of this question was because of a meeting I had with two local radio hosts. I met with them to see how I could increase the effectiveness of their advertisers' radio ads. The better response they get from their ads... the more sales and money they would make... and that would increase the chances they would stick with this radio show as a longer-term advertiser.
Makes perfect sense, right? Well.... not exactly.
As I explained the difference between direct-response and branding-type marketing, it was obvious that one of the hosts wasn't sold on it. He starts asking question after question about "if" direct-response marketing was effective... and the one question that he asked (that I wish I had this answer for at the time) was:
"Well, what about brand awareness in marketing?"
My natural instinct was to give a smart-ass answer and say: "Well, what about it?" But that wouldn't have done much good to avoid an argument.
Let me take a step back and explain this marketing theory.
Ad agency folks love to talk about "brand awareness" because they tell their clients that the more you get your name in the marketplace... the more people will be aware of your brand... and eventually this will lead to more sales and cash flow. But - these "creative gurus" will tell you - this will take time for their creative genius to work its magic, and get the results you want.
Never mind the fact that you can't track how well the ads or campaign are working. Just trust them, keep giving them your money... and eventually it should work out alright. And the more time it takes to "get your name out there," the more money you're paying for unaccountable marketing.
Let's get back to the topic: "Can You Spend Brand Awareness?"
Go to a Starbucks and order your favorite beverage, then ask the clerk if you can pay for it in brand awareness. He or she will look at you like you're crazy, and rightfully so.
Obviously you can't spend brand awareness to buy the material things you want in this life. So why should your marketing be focused on something that's difficult (if not impossible) to measure... and is useless to buy the things you want?
I like marketing that you can measure, monitor and adjust, and will bring in US dollars... fungolas... Federal Reserve Notes - and lots of them. When done correctly, that's what direct-response marketing will do for any business.
Forget about being cool or creative, unless it increases your sales and positive cash flow. If an ad agency or or marketing consultant talks about brand awareness instead of results, snap your wallet shut and end the meeting. Then find a marketing professional who believes in accountable, results-oriented marketing - and not some half-baked yuppie fantasy.
You'll save time, energy and frustration, and have more business success.
Sunday, March 04, 2012
Why You Shouldn't Rely On SEO To Make More Money Online
Almost every business owner I talk to wants to have their business on the first page or #1 on Google search results. SEO does make a difference, but it isn't the "magic bullet" that will solve your online marketing problems.
Good SEO practices will help get traffic to your website, but if you don't have good copy and follow-up (via auto-responder e-mails), it won't help you that much. To paraphrase an old saying: "You can lead a prospect to your website, but you can't make them opt-in."
When you look at improving the results from your website, look at increasing the conversion rate first - before you increase the amount of traffic. It's best to test changes in marketing on a small scale, make sure they're working to increase conversion... then roll them out on a bigger scale (i.e., sending more traffic to your website).
If you get these steps backwards, you will be leaving a LOT of money on the table if your conversion rate sucks. Here are a few quick tips on how you can grow your e-mail list, increase your conversion rates and make more money from your business website:
1. Make sure your website or landing page solves a painful problem for your prospect. Everybody is looking on the Internet for a solution to their problem - not to read how great your company is, how long you've been in business, or if it's "family-owned and operated." Hate to burst your bubble about that, but it's true - it's human nature that we all look for things that will benefit us.
Make sure that the focus of your marketing and copy is on the prospect and his problem. Doing this alone should drastically improve your online marketing results.
2. Offer valuable free information (or "opt-in bait") in exchange for someone giving you their name and e-mail address. Good marketing is content or education-based. As you've probably discovered, people are becoming more selective about how (and with who) they spend their hard-earned dollars. That's a trend that started with the real estate and stock market collapses of 2008, and I don't see it changing any time soon.
The good news is that if you take time to provide quality information, and build trust and credibility with your prospect, he'll be more likely to buy. This will take more time and effort on your part, but if done correctly it will be worth it. And many of your competitors probably won't do this.
3. Have a good series of auto-responder e-mails to follow up with, once someone has opted-in to your list. A common (and true) saying in sales and marketing is: "The fortune is in the follow-up." And it couldn't be more true today. When you write auto-responder e-mails that are fun, interesting and useful, this will let prospects get to know, like and trust you... which ultimately will lead to more sales.
Remember, always test these changes with small amounts of website traffic (to make sure they work) before you roll them out on a bigger scale with larger amounts of traffic. You'll have more sales, better results, and more peace of mind as a business owner.
When you look at improving the results from your website, look at increasing the conversion rate first - before you increase the amount of traffic. It's best to test changes in marketing on a small scale, make sure they're working to increase conversion... then roll them out on a bigger scale (i.e., sending more traffic to your website).
If you get these steps backwards, you will be leaving a LOT of money on the table if your conversion rate sucks. Here are a few quick tips on how you can grow your e-mail list, increase your conversion rates and make more money from your business website:
1. Make sure your website or landing page solves a painful problem for your prospect. Everybody is looking on the Internet for a solution to their problem - not to read how great your company is, how long you've been in business, or if it's "family-owned and operated." Hate to burst your bubble about that, but it's true - it's human nature that we all look for things that will benefit us.
Make sure that the focus of your marketing and copy is on the prospect and his problem. Doing this alone should drastically improve your online marketing results.
2. Offer valuable free information (or "opt-in bait") in exchange for someone giving you their name and e-mail address. Good marketing is content or education-based. As you've probably discovered, people are becoming more selective about how (and with who) they spend their hard-earned dollars. That's a trend that started with the real estate and stock market collapses of 2008, and I don't see it changing any time soon.
The good news is that if you take time to provide quality information, and build trust and credibility with your prospect, he'll be more likely to buy. This will take more time and effort on your part, but if done correctly it will be worth it. And many of your competitors probably won't do this.
3. Have a good series of auto-responder e-mails to follow up with, once someone has opted-in to your list. A common (and true) saying in sales and marketing is: "The fortune is in the follow-up." And it couldn't be more true today. When you write auto-responder e-mails that are fun, interesting and useful, this will let prospects get to know, like and trust you... which ultimately will lead to more sales.
Remember, always test these changes with small amounts of website traffic (to make sure they work) before you roll them out on a bigger scale with larger amounts of traffic. You'll have more sales, better results, and more peace of mind as a business owner.
Thursday, October 27, 2011
Is E-Mail Marketing Dead? Far From It...
With all the buzz on how Social Media is taking over the business world, you'd think that e-mail marketing is going the way of the do-do bird and will soon be extinct as a major marketing medium.
However, when you look at how marketers are making money online, that's the farthest thing from the truth.
To paraphrase Mark Twain: "The reports of the death of e-mail marketing have been greatly exaggerated."
Savvy marketers such as Matt Furey, Perry Marshall and Tellman Knudson have made and are making most of their money through 'old-fashioned' e-mail marketing. They write their own copy, or have a full-time copywriter perform economic alchemy - magically turning words and ideas into money.
The foundation (or DNA) of your marketing - which includes your website, marketing communications and e-mails - is built upon words. The right words can inspire trust, build relationships, and ultimately persuade enough people to connect and do business with you.
Mark Twain also had another great quote: "History doesn't repeat itself, but it often rhymes." The Social Media hype and buzz of today is similar to the tech/telecom/dot.com boom of the late 90s. Internet marketing 'gurus' said it was all about 'clicks and eyeballs.' Profits didn't matter because 'it's different this time.'
Social Media gurus talk about the power of "likes" and "re-tweets" as proof that SM marketing works. I don't doubt there's some value in being popular; however, I'm not sure this popularity always translates into profitability and sales - which should be your main goals as a website or business owner.
E-mail marketing has one big advantage over Social Media: When someone is reading your e-mail, you have their undivided attention. With Facebook and Twitter, you're competing with dozens - if not hundreds - of other people and companies. I know that e-mail marketing has worked (and still works) consistently for savvy marketers - if done correctly - time after time.
A good landing page and series of auto-responder e-mails will attract qualified leads, and convert a higher percentage of those leads into paying customers. If your website isn't generating the leads and sales you want, ask yourself these questions:
1) Do I have a good landing page (or opt-in field on my Home page) that's easy for people to sign up?
2) Am I offering valuable free information in exchange for someone's e-mail address?
3) Am I following up with enough auto-responder e-mails to educate the prospect on the value of what I have, and...
4) Am I making an attractive (or preferably an irresistible) offer?
If you've been using Social Media marketing without much success, maybe you should consider giving 'old-school' e-mail marketing a try.
To paraphrase Mark Twain: "The reports of the death of e-mail marketing have been greatly exaggerated."
Savvy marketers such as Matt Furey, Perry Marshall and Tellman Knudson have made and are making most of their money through 'old-fashioned' e-mail marketing. They write their own copy, or have a full-time copywriter perform economic alchemy - magically turning words and ideas into money.
The foundation (or DNA) of your marketing - which includes your website, marketing communications and e-mails - is built upon words. The right words can inspire trust, build relationships, and ultimately persuade enough people to connect and do business with you.
Mark Twain also had another great quote: "History doesn't repeat itself, but it often rhymes." The Social Media hype and buzz of today is similar to the tech/telecom/dot.com boom of the late 90s. Internet marketing 'gurus' said it was all about 'clicks and eyeballs.' Profits didn't matter because 'it's different this time.'
Social Media gurus talk about the power of "likes" and "re-tweets" as proof that SM marketing works. I don't doubt there's some value in being popular; however, I'm not sure this popularity always translates into profitability and sales - which should be your main goals as a website or business owner.
E-mail marketing has one big advantage over Social Media: When someone is reading your e-mail, you have their undivided attention. With Facebook and Twitter, you're competing with dozens - if not hundreds - of other people and companies. I know that e-mail marketing has worked (and still works) consistently for savvy marketers - if done correctly - time after time.
A good landing page and series of auto-responder e-mails will attract qualified leads, and convert a higher percentage of those leads into paying customers. If your website isn't generating the leads and sales you want, ask yourself these questions:
1) Do I have a good landing page (or opt-in field on my Home page) that's easy for people to sign up?
2) Am I offering valuable free information in exchange for someone's e-mail address?
3) Am I following up with enough auto-responder e-mails to educate the prospect on the value of what I have, and...
4) Am I making an attractive (or preferably an irresistible) offer?
If you've been using Social Media marketing without much success, maybe you should consider giving 'old-school' e-mail marketing a try.
Thursday, March 24, 2011
Another Stupid Ad Agency Trick
Opened an e-mail from a local ad agency today, which bragged about their latest contribution to the business and marketing world - the "Brand Audit," conducted to determine this gullible new client's "brand equity."
I can't make this nonsense up, here's the link and main "benefits" of this announcement:
http://www.figadvertising.com/blog/2011/03/barnacle-bookkeeping-to-use-fi/
Customer Response Research
Consumer response research is central to the brand exploratory. It is concentrated on understanding the preferences, attitudes, and behaviors of consumers in Barnacle Bookkeeping’s niche, and it aims to understand the effects and comparative success of past and potential marketing campaigns.
Brand Inventory
Brand Inventory assesses various marketing mix inputs (strategies, programs and tactics; including brand elements, product attributes, communication programs, pricing, distribution, etc.), and delineates how individually and collectively they execute the brand strategy.
Brand Exploratory
Brand Exploratory seeks confirmation that the target market actually thinks and feels about the brand as intended; to confirm if indeed that target has absorbed brand knowledge and is responding positively to the brand and its associated marketing.
What's missing in this worthless diatribe of "brand-speak"? Whether their marketing efforts have actually made a SALE for said client.
The only metric any business should be concerned with is the results a marketing campaign or advertisement produced - measured in sales or dollars. That's why I'm a direct-response copywriter, who focuses on results for my clients. Agencies who sell and talk about absolute nonsense like this, is why I don't put much stock in the value of "brand-building" for a small-to-medium-sized business.
Here's a recent example of a formerly big company who met its untimely demise, because its management didn't pay attention to marketing fundamentals.
Remember McClain Finlon, who used to be one of Denver's biggest ad agencies? They had sales of $210 million per year in the mid-2000s, and Qwest was their biggest client - responsible for about 1/3 of their annual revenues. Qwest had a failing business model, so like any good corporation, they blamed their marketing for their poor business results. Qwest switched to an ad agency out of Cleveland, which didn't improve their sales... that's why Qwest merged with Century-Tel last April.
Eventually, McClain Finlon was sold to a new owner, went into bankruptcy... and out of business altogether by 2009.
I talked with folks at this agency in 2007, and they wanted copywriters to do short, cute, and clever ads for their clients. Didn't sound like they really cared that much about results - just so it looked "creative."
I tell you this story because it's a real-life example of what happens when you get away from good marketing fundamentals. Don't focus on being cute or clever, focus on what the value is for your client... get their attention... build trust and the relationship, which should eventually lead to a sale. That's what good, effective marketing is all about.
Especially in today's economic conditions - and for the foreseeable future - smart companies will demand that you prove the results of your advertising and marketing campaigns. If it doesn't produce sufficient sales, scrap it and try something else.
If you're considering an agency or marketing firm who spouts this kind of nonsense - and doesn't tie what they do to increasing your sales or revenues - get the heck out of there, and find a company or professional who does.
I can't make this nonsense up, here's the link and main "benefits" of this announcement:
http://www.figadvertising.com/blog/2011/03/barnacle-bookkeeping-to-use-fi/
Customer Response Research
Consumer response research is central to the brand exploratory. It is concentrated on understanding the preferences, attitudes, and behaviors of consumers in Barnacle Bookkeeping’s niche, and it aims to understand the effects and comparative success of past and potential marketing campaigns.
Brand Inventory
Brand Inventory assesses various marketing mix inputs (strategies, programs and tactics; including brand elements, product attributes, communication programs, pricing, distribution, etc.), and delineates how individually and collectively they execute the brand strategy.
Brand Exploratory
Brand Exploratory seeks confirmation that the target market actually thinks and feels about the brand as intended; to confirm if indeed that target has absorbed brand knowledge and is responding positively to the brand and its associated marketing.
What's missing in this worthless diatribe of "brand-speak"? Whether their marketing efforts have actually made a SALE for said client.
The only metric any business should be concerned with is the results a marketing campaign or advertisement produced - measured in sales or dollars. That's why I'm a direct-response copywriter, who focuses on results for my clients. Agencies who sell and talk about absolute nonsense like this, is why I don't put much stock in the value of "brand-building" for a small-to-medium-sized business.
Here's a recent example of a formerly big company who met its untimely demise, because its management didn't pay attention to marketing fundamentals.
Remember McClain Finlon, who used to be one of Denver's biggest ad agencies? They had sales of $210 million per year in the mid-2000s, and Qwest was their biggest client - responsible for about 1/3 of their annual revenues. Qwest had a failing business model, so like any good corporation, they blamed their marketing for their poor business results. Qwest switched to an ad agency out of Cleveland, which didn't improve their sales... that's why Qwest merged with Century-Tel last April.
Eventually, McClain Finlon was sold to a new owner, went into bankruptcy... and out of business altogether by 2009.
I talked with folks at this agency in 2007, and they wanted copywriters to do short, cute, and clever ads for their clients. Didn't sound like they really cared that much about results - just so it looked "creative."
I tell you this story because it's a real-life example of what happens when you get away from good marketing fundamentals. Don't focus on being cute or clever, focus on what the value is for your client... get their attention... build trust and the relationship, which should eventually lead to a sale. That's what good, effective marketing is all about.
Especially in today's economic conditions - and for the foreseeable future - smart companies will demand that you prove the results of your advertising and marketing campaigns. If it doesn't produce sufficient sales, scrap it and try something else.
If you're considering an agency or marketing firm who spouts this kind of nonsense - and doesn't tie what they do to increasing your sales or revenues - get the heck out of there, and find a company or professional who does.
Monday, January 24, 2011
Direct-Response vs. Branding Advertising - Another Perspective
Came across this article by Brad Fallon, which reinforced my belief why most business owners should focus on direct-response, instead of branding or image-type marketing.
Unless they have a few million dollars to spend on advertising and marketing... and don't care about the results.
Brad has literally made millions of dollars online as a successful Internet marketer, so he knows what he's talking about.
Frank Kern also talked about this in his "State of the Internet address," why 'brand awareness' isn't nearly as important as making sales, and measuring results.
Too many business owners have fallen for the siren's song of "branding" advertising; wasting good leads, time and money. I'm not discounting the importance of having a good professional business image, to look credible to current and future clients.
However, I'm adamantly opposed to business owners doing dumb things when they don't have to. Ad agencies LOVE to push branding because it makes them look cool, and they don't have to be accountable for results.
When an ad or campaign runs for a few weeks or months - and doesn't provide the results the client wants - they usually remind the client that "it takes time to build brand awareness in the marketplace," or some nonsense like this.
For almost all small-to-medium-sized business owners, your focus should be on making sales and revenue - not trying to be like a Fortune 500 company.
Your business models are different, and you should be able to measure, monitor, adjust and control 100% of your marketing and advertising.
That's the reason many ad agencies have gone out of business the past few years - they were too busy being cute and clever, instead of being accountable.
If you wonder why your offline or online marketing isn't generating sales and revenue, ask yourself this question: "Am I advertising to present a good image, or am I advertising to solve someone's problem and provide value... which will make sales?"
Unless they have a few million dollars to spend on advertising and marketing... and don't care about the results.
Brad has literally made millions of dollars online as a successful Internet marketer, so he knows what he's talking about.
Frank Kern also talked about this in his "State of the Internet address," why 'brand awareness' isn't nearly as important as making sales, and measuring results.
Too many business owners have fallen for the siren's song of "branding" advertising; wasting good leads, time and money. I'm not discounting the importance of having a good professional business image, to look credible to current and future clients.
However, I'm adamantly opposed to business owners doing dumb things when they don't have to. Ad agencies LOVE to push branding because it makes them look cool, and they don't have to be accountable for results.
When an ad or campaign runs for a few weeks or months - and doesn't provide the results the client wants - they usually remind the client that "it takes time to build brand awareness in the marketplace," or some nonsense like this.
For almost all small-to-medium-sized business owners, your focus should be on making sales and revenue - not trying to be like a Fortune 500 company.
Your business models are different, and you should be able to measure, monitor, adjust and control 100% of your marketing and advertising.
That's the reason many ad agencies have gone out of business the past few years - they were too busy being cute and clever, instead of being accountable.
If you wonder why your offline or online marketing isn't generating sales and revenue, ask yourself this question: "Am I advertising to present a good image, or am I advertising to solve someone's problem and provide value... which will make sales?"
Monday, November 29, 2010
Cyber-Monday 40-40-10 Promotion
Hi Everyone,
The other day I was thinking: Most small business owners want to get good marketing and business advice, but probably aren't able to afford to hire a quality marketing consultant or copywriter. That is, until now.
I know what it's like to struggle in business and wish I could talk to someone and pick their business brain to get profitable ideas for my business. That's why I decided to launch this Cyber-Monday 40-40-10 promotion.
Why did I call it this? I saw a Black Friday "40-40-40" promotion from a good online marketer. I decided to tweak it a little bit for my business and clients.
For a 40-minute consulting call on any business, marketing or sales challenge, 10 business owners can have access to my time - and pick my marketing brain - for only $40. You're probably asking: "Why are you doing this?"
1) I sincerely want to assist business owners who may be struggling, and find ways they can sell more of their goods and services without breaking the bank with expensive advertising. I know what it's like starting out, and wishing you had someone who could help you out.
While I'm not a millionaire (yet), and haven't accomplished everything I want to... I've gained a ton of experience over the past 6 years and want to share it with other biz owners at an affordable rate.
2) In the process of helping other business owners, I'll get a better idea of where people need help - and what services I can provide that will help more entrepreneurs succeed.
3) Christmas is coming soon, and I want to make a little extra money to help buying presents. Is that an honest enough answer? :)
To take advantage of this offer, send an e-mail to: brian.ochsner@gmail.com, then copy and paste: "Cyber-Monday 40-40-10 Promotion" in the subject line. This will make sure that I see and open your e-mail ASAP, and that you don't get lost in cyber-space.
I hope everyone had a great Thanksgiving, mine was nice and relaxing in a very rural area. Best Wishes for a great December, and I'll have another post up soon.
The other day I was thinking: Most small business owners want to get good marketing and business advice, but probably aren't able to afford to hire a quality marketing consultant or copywriter. That is, until now.
I know what it's like to struggle in business and wish I could talk to someone and pick their business brain to get profitable ideas for my business. That's why I decided to launch this Cyber-Monday 40-40-10 promotion.
Why did I call it this? I saw a Black Friday "40-40-40" promotion from a good online marketer. I decided to tweak it a little bit for my business and clients.
For a 40-minute consulting call on any business, marketing or sales challenge, 10 business owners can have access to my time - and pick my marketing brain - for only $40. You're probably asking: "Why are you doing this?"
1) I sincerely want to assist business owners who may be struggling, and find ways they can sell more of their goods and services without breaking the bank with expensive advertising. I know what it's like starting out, and wishing you had someone who could help you out.
While I'm not a millionaire (yet), and haven't accomplished everything I want to... I've gained a ton of experience over the past 6 years and want to share it with other biz owners at an affordable rate.
2) In the process of helping other business owners, I'll get a better idea of where people need help - and what services I can provide that will help more entrepreneurs succeed.
3) Christmas is coming soon, and I want to make a little extra money to help buying presents. Is that an honest enough answer? :)
To take advantage of this offer, send an e-mail to: brian.ochsner@gmail.com, then copy and paste: "Cyber-Monday 40-40-10 Promotion" in the subject line. This will make sure that I see and open your e-mail ASAP, and that you don't get lost in cyber-space.
I hope everyone had a great Thanksgiving, mine was nice and relaxing in a very rural area. Best Wishes for a great December, and I'll have another post up soon.
Friday, November 19, 2010
How to Attract More Leads From Trade Shows
A consulting client is attending a trade show in March, and wants to know how to get the best marketing results. Most companies have a box or fishbowl where you can put your business card in for a drawing, and hopefully win a valuable prize. The ultimate goal is to get a qualified prospect's contact information, follow up with them after the show, and make a sale.
It's more difficult today than it used to be to follow up and connect with qualified prospects, get a meeting with them... then make the sale. Sometimes weeks or months can pass by before someone returns your call or e-mail, which makes it a really frustrating and long sales cycle. However, I thought of a solution that makes it easier to get prospects into your marketing funnel.
What is it?
It's mobile marketing. Someone can text a phrase, words or numbers to a text address, and they've opted-in to your list. If you're exhibiting at a trade show, place a big banner in front or elevated above your booth, with large-font, readable copy that tells how they can opt-in to your text list. It's a copywriting challenge, but it should also tell them what they'll receive when they opt-in to your text list (chance to win a free prize, free info, etc.).
It's fast, easy and can give you better results than the old fishbowl. If someone can't get to your booth - or doesn't have time to stop by - you've made it easy for a trade show attendee to opt-in to your list.
A great mobile marketing program is provided by a company called Text Cast Live.
Full Disclosure: If you click on that link and make a purchase, I will receive compensation for that purchase. I don't make many recommendations nowadays - and when I do, it's only for top-quality, reputable products, services or people.
Have a safe and happy Thanksgiving, you'll probably see the next blog post in December - take care.
It's more difficult today than it used to be to follow up and connect with qualified prospects, get a meeting with them... then make the sale. Sometimes weeks or months can pass by before someone returns your call or e-mail, which makes it a really frustrating and long sales cycle. However, I thought of a solution that makes it easier to get prospects into your marketing funnel.
What is it?
It's mobile marketing. Someone can text a phrase, words or numbers to a text address, and they've opted-in to your list. If you're exhibiting at a trade show, place a big banner in front or elevated above your booth, with large-font, readable copy that tells how they can opt-in to your text list. It's a copywriting challenge, but it should also tell them what they'll receive when they opt-in to your text list (chance to win a free prize, free info, etc.).
It's fast, easy and can give you better results than the old fishbowl. If someone can't get to your booth - or doesn't have time to stop by - you've made it easy for a trade show attendee to opt-in to your list.
A great mobile marketing program is provided by a company called Text Cast Live.
Full Disclosure: If you click on that link and make a purchase, I will receive compensation for that purchase. I don't make many recommendations nowadays - and when I do, it's only for top-quality, reputable products, services or people.
Have a safe and happy Thanksgiving, you'll probably see the next blog post in December - take care.
Monday, October 11, 2010
Don't Just Do Something, Sit There and...
Came up with this post this morning as I was brainstorming ideas for a copywriting client. Most workdays I usually get up, shower, log on to my computer and get right to work. This morning, I decided to do something that most people don't intentionally do (because it takes some effort).
Lately I've noticed that I haven't been as productive as I want to be, even though I was "doing something" at my computer. But I wasn't real focused or intentional about what I wanted to do, and the tasks or goals I wanted to achieve.
What is this task that most people avoid like the plague, that I was engaged in this morning?
Thinking of how I can create more value for my client and her business. Henry Ford said it best:
"Thinking is the hardest work there is, which is probably the reason why do few engage in it."
Even though I haven't completed as many tasks, I'm more productive today than I would have been going straight to the computer and "doing something" without a plan or purpose. I feel like time isn't getting away from me - and I'm getting more accomplished and providing more value for my client.
If you're not as productive as you'd like to be, focus on doing less and thinking more.
Lately I've noticed that I haven't been as productive as I want to be, even though I was "doing something" at my computer. But I wasn't real focused or intentional about what I wanted to do, and the tasks or goals I wanted to achieve.
What is this task that most people avoid like the plague, that I was engaged in this morning?
Thinking of how I can create more value for my client and her business. Henry Ford said it best:
"Thinking is the hardest work there is, which is probably the reason why do few engage in it."
Even though I haven't completed as many tasks, I'm more productive today than I would have been going straight to the computer and "doing something" without a plan or purpose. I feel like time isn't getting away from me - and I'm getting more accomplished and providing more value for my client.
If you're not as productive as you'd like to be, focus on doing less and thinking more.
Thursday, September 09, 2010
What's Your Purpose?
I thought about this phrase when I asked myself the question: "What's the purpose of a company's website?"
You can also apply this question to just about every activity or task in your business and life.
Some people are WordPress fanatics, who know 57 different plug-ins for your WordPress site. Others are self-described Social Media "gurus" who have 87,593 connections/friends/fans, and want you to know they're really a big deal.
The questions that always run through my mind when people take or promote these actions are:
"What's the ultimate purpose of doing these things?"
"Are these the best uses of your time and resources?"
"Will they help me achieve my most important goals quicker than anything else I do today?"
Lately I've been more focused on selecting tasks, activities and events to attend that will help me meet my life goals. Doing this will save you a lot of time, money and regrets down the road. Consider the purpose of what you do today, for a better business and life tomorrow.
You can also apply this question to just about every activity or task in your business and life.
Some people are WordPress fanatics, who know 57 different plug-ins for your WordPress site. Others are self-described Social Media "gurus" who have 87,593 connections/friends/fans, and want you to know they're really a big deal.
The questions that always run through my mind when people take or promote these actions are:
"What's the ultimate purpose of doing these things?"
"Are these the best uses of your time and resources?"
"Will they help me achieve my most important goals quicker than anything else I do today?"
Lately I've been more focused on selecting tasks, activities and events to attend that will help me meet my life goals. Doing this will save you a lot of time, money and regrets down the road. Consider the purpose of what you do today, for a better business and life tomorrow.
Tuesday, September 07, 2010
How to Test Market a Product or Service Wisely
Everyone's probably heard an entrepreneur say - or saw them start a business based on: "I've got a cool new product or service, check it out!"
And you've probably seen many of those same folks licking their business wounds several months or years later, because the potential customers weren't as gung-ho about the product (or service) as they were.
Remember, in business and marketing it's ultimately about what your customer wants - not necessarily if you think it's great. The best way to roll-out a new product or service is to test on a small scale before rolling it out on a big one.
Let's say you have a prospect or list of 2,500 people. Assume a response rate of 0.5 to 1% - in this case, we'll say 25. That's how many "widgets" or service bundles you make available to your list on this test basis.
Send out an e-mail or Social Media post to your list promoting this special offer. If you sell out (and especially if you sell out quickly), you've probably got a winner on your hands. Then ask for testimonials from these satisfied customers. This will tell you why customers bought your product, and help you better market it to future buyers.
If you don't sell this test offer out, ask folks on your list a few quick questions about why they didn't buy - and what would make it more appealing for them to buy this type of product (or service) in the future.
Send out a follow-up e-mail, or create a survey at SurveyMonkey.com - and offer free information or a discount to your business in exchange for their time and opinions.
This method of test marketing is easier, less expensive and more profitable for your business. I hope everyone had an enjoyable Labor Day weekend - make it a great week!
And you've probably seen many of those same folks licking their business wounds several months or years later, because the potential customers weren't as gung-ho about the product (or service) as they were.
Remember, in business and marketing it's ultimately about what your customer wants - not necessarily if you think it's great. The best way to roll-out a new product or service is to test on a small scale before rolling it out on a big one.
Let's say you have a prospect or list of 2,500 people. Assume a response rate of 0.5 to 1% - in this case, we'll say 25. That's how many "widgets" or service bundles you make available to your list on this test basis.
Send out an e-mail or Social Media post to your list promoting this special offer. If you sell out (and especially if you sell out quickly), you've probably got a winner on your hands. Then ask for testimonials from these satisfied customers. This will tell you why customers bought your product, and help you better market it to future buyers.
If you don't sell this test offer out, ask folks on your list a few quick questions about why they didn't buy - and what would make it more appealing for them to buy this type of product (or service) in the future.
Send out a follow-up e-mail, or create a survey at SurveyMonkey.com - and offer free information or a discount to your business in exchange for their time and opinions.
This method of test marketing is easier, less expensive and more profitable for your business. I hope everyone had an enjoyable Labor Day weekend - make it a great week!
Thursday, July 08, 2010
The Most Important Asset In Your Business - and Life
Thought this would be a fairly short post - went a little longer than I originally thought. It's a timely topic, with an ingredient you must have in your marketing to have more qualified customers buy from you.
I used to believe that if you got a prospect's attention - and got him to read through your sales letter or marketing message - that was enough. But nowadays, that's only part of the battle. Whether it's in business, politics or any other area of life, we live in a very "low trust" environment.
You absolutely, positively, must provide proof that you and what you're marketing are credible and trustworthy. That means providing real testimonials from satisfied clients, and as much 3rd-party documentation (through articles, medical studies, and proven results) as possible. A fairly well-known copywriter said a year or two ago that you didn't need testimonials in your sales copy. Maybe you could get away with it back then, but now, I believe it's a necessity in your marketing message.
I believe we're coming into a time in business, marketing and our culture, where people aren't buying into hype, flash and "bling" like they used to. It's more like the days of the Old West, where you did business with someone based on the product or service they provided... and the reputation they had around town. Gary Vaynerchuk talks about this, and actually giving a rat's a** about how your product or service helps your clients.
So what is this critical asset necessary to business and life success? Trust.
Confidence and trust in a person, product or business takes a long time to build up - but can be torn down quickly. Do everything you can in your business and relationships to inspire and maintain trust. Have your clients' best interests in mind... provide the best content and information on your product, service and industry... and keep the focus on what's in it for the client - and NOT about you.
Some people who are self-promoting shills really annoy me. They always seem to talk about themselves and, have to put their "brand label" in every video, web page or Social Media tweet or post. Dude (or Dudette), I don't care if you're the "rockstar" or self-annointed royalty of a Social Media platform... get to the damn point, and explain how what you're saying benefits me - NOT how cool you or your "brand" are.
Good marketing, salesmanship and yes, promotion is important - don't get me wrong. However, if you don't provide enough proof - and build up sufficient trust in who you are and what you do - it'll be a longer road to business (and life) success.
I've probably irritated some people by saying this, but I don't care - it needs to be said. I'm not sure when the next post will be, probably the middle of this month. Time seems to fly by nowadays, it'll be here before we know it.
Do everything you can to cultivate - and maintain - trust in your business and personal life. Feel free to comment on the best ways you know how to be trustworthy to your friends, family and clients. Until next time, I hope you're enjoying your summer.
I used to believe that if you got a prospect's attention - and got him to read through your sales letter or marketing message - that was enough. But nowadays, that's only part of the battle. Whether it's in business, politics or any other area of life, we live in a very "low trust" environment.
You absolutely, positively, must provide proof that you and what you're marketing are credible and trustworthy. That means providing real testimonials from satisfied clients, and as much 3rd-party documentation (through articles, medical studies, and proven results) as possible. A fairly well-known copywriter said a year or two ago that you didn't need testimonials in your sales copy. Maybe you could get away with it back then, but now, I believe it's a necessity in your marketing message.
I believe we're coming into a time in business, marketing and our culture, where people aren't buying into hype, flash and "bling" like they used to. It's more like the days of the Old West, where you did business with someone based on the product or service they provided... and the reputation they had around town. Gary Vaynerchuk talks about this, and actually giving a rat's a** about how your product or service helps your clients.
So what is this critical asset necessary to business and life success? Trust.
Confidence and trust in a person, product or business takes a long time to build up - but can be torn down quickly. Do everything you can in your business and relationships to inspire and maintain trust. Have your clients' best interests in mind... provide the best content and information on your product, service and industry... and keep the focus on what's in it for the client - and NOT about you.
Some people who are self-promoting shills really annoy me. They always seem to talk about themselves and, have to put their "brand label" in every video, web page or Social Media tweet or post. Dude (or Dudette), I don't care if you're the "rockstar" or self-annointed royalty of a Social Media platform... get to the damn point, and explain how what you're saying benefits me - NOT how cool you or your "brand" are.
Good marketing, salesmanship and yes, promotion is important - don't get me wrong. However, if you don't provide enough proof - and build up sufficient trust in who you are and what you do - it'll be a longer road to business (and life) success.
I've probably irritated some people by saying this, but I don't care - it needs to be said. I'm not sure when the next post will be, probably the middle of this month. Time seems to fly by nowadays, it'll be here before we know it.
Do everything you can to cultivate - and maintain - trust in your business and personal life. Feel free to comment on the best ways you know how to be trustworthy to your friends, family and clients. Until next time, I hope you're enjoying your summer.
Monday, June 28, 2010
Why SEO Rankings Are Overrated, If You Overlook This Key Factor
I've talked with several website owners the past few weeks, and they're all focused on their website having high SEO rankings for relevant keywords and phrases. That's part of having a profitable website... but only if you have a landing page that does this critical task. Most website owners have the process backwards:
They look to maximize their SEO rankings first, THEN figure out this critical component second - when it should be the other way around. If you get this key factor handled first - and then focus on SEO - your online marketing will be more profitable in a shorter amount of time.
What is this commonly overlooked and critical factor? Conversion. The percentage at which you convert visitors into paying customers.
Think about it: Why would you want to spend time and money boosting your SEO rankings, when you only convert a small percentage - or maybe none - of the incoming traffic? You could be wasting money focusing just on SEO... and burning good leads.
Focus on your landing pages, website copy, auto-responder e-mails and marketing strategy. Test them with a small sample of visitors, and when it converts well... THEN you can invest more money, and roll it out on a larger scale.
If you aren't sure about how to setup a good marketing funnel, write good website content/copy, or auto-responder e-mails - consult with someone who can. Just because you CAN do something in your business, doesn't mean you SHOULD. A "fresh set of eyes" always helps - even for me - to see things I overlooked, even after reading a section of copy 15 or 20 times.
I know a guy who I consulted with 10 months ago, who's still trying to get the results he wants. Talked with one of his sales reps last week, who said he shut down his business in February to get this right. Ugh. Don't spin your wheels and try to figure it out yourself - ask for a fresh set of eyes and thoughts to get the results you want.
I attended AffCon2010 in Denver last Monday and Tuesday, was playing catchup the rest of the week - that's why I didn't get this post written until today. I'll have another blog post up later this week or early next - have a safe and fun 4th of July holiday!
They look to maximize their SEO rankings first, THEN figure out this critical component second - when it should be the other way around. If you get this key factor handled first - and then focus on SEO - your online marketing will be more profitable in a shorter amount of time.
What is this commonly overlooked and critical factor? Conversion. The percentage at which you convert visitors into paying customers.
Think about it: Why would you want to spend time and money boosting your SEO rankings, when you only convert a small percentage - or maybe none - of the incoming traffic? You could be wasting money focusing just on SEO... and burning good leads.
Focus on your landing pages, website copy, auto-responder e-mails and marketing strategy. Test them with a small sample of visitors, and when it converts well... THEN you can invest more money, and roll it out on a larger scale.
If you aren't sure about how to setup a good marketing funnel, write good website content/copy, or auto-responder e-mails - consult with someone who can. Just because you CAN do something in your business, doesn't mean you SHOULD. A "fresh set of eyes" always helps - even for me - to see things I overlooked, even after reading a section of copy 15 or 20 times.
I know a guy who I consulted with 10 months ago, who's still trying to get the results he wants. Talked with one of his sales reps last week, who said he shut down his business in February to get this right. Ugh. Don't spin your wheels and try to figure it out yourself - ask for a fresh set of eyes and thoughts to get the results you want.
I attended AffCon2010 in Denver last Monday and Tuesday, was playing catchup the rest of the week - that's why I didn't get this post written until today. I'll have another blog post up later this week or early next - have a safe and fun 4th of July holiday!
Friday, June 18, 2010
It's the PROCESS, Not the Product
Many times business owners come up with an idea for what they think is a great product or service. However, many times they're surprised that the prospects they're selling to aren't as enthusiastic.
I thought about this title because a friend of mine showed me the website of someone with - surprise! - a really cool product they like, and they hope enough other people will like enough to buy. The premise behind her friend's marketing plan was to get enough people to buy this one product, and their business problems would be solved.
As I've learned over the years, that's not the most profitable business model to use. The initial product you sell to a customer should be the START of a long-lasting business relationship. You discover what problem(s) they want to solve, and provide products and services - either your own or from other biz owners - that will solve your customers problems.
You can become an affiliate for other quality products and services, and get paid for the sales that you refer to another busines owner. However, make sure that you only become an affiliate for good people with quality products and services - not just the ones with the highest affiliate payout.
Most of the time it's not the product, but the marketing process that will lead you to business success. And here it is:
1) Build a qualified list of customers and prospects. You can do this from networking events, landing pages, Pay-Per-Click (but only if the lifetime value of the customer is more than the cost of generating the lead), and opt-in forms on your website.
2) Communicate with and educate people on your list through e-mail, Social Media, teleseminars and/or webinars, and your website. There's an old saying in business: "The more you tell, the more you sell." Provide quality information that truly educates people about your industry, business, product or service - it can't be just a thinly-disguised sales pitch. People will see through that in a heartbeat.
3) Survey people on your list periodically. This is to make sure you're providing the products or services they want - not the ones you think are a cool idea. Many an entrepreneur has failed because they had a "cool idea." I'm not critizing innovation or creativity, but you should always TEST your ideas on a small scale... before rolling them out on a larger one.
4) Promote your - or someone else's - product or service, one promotion at a time. Try it for a few days or a week, then take a look at your numbers and evaluate your results. If you like the results you got, keep doing what you were doing - but remember that no matter how good a promotion or message is, it'll eventually suffer from "message fatigue." If the results aren't to your liking, you may want to try another product/service, or change the way you're marketing it to your list.
5) Rinse and repeat the process. Although it isn't easy, it is that simple.
Have a great weekend, look for another educational marketing post next week.
I thought about this title because a friend of mine showed me the website of someone with - surprise! - a really cool product they like, and they hope enough other people will like enough to buy. The premise behind her friend's marketing plan was to get enough people to buy this one product, and their business problems would be solved.
As I've learned over the years, that's not the most profitable business model to use. The initial product you sell to a customer should be the START of a long-lasting business relationship. You discover what problem(s) they want to solve, and provide products and services - either your own or from other biz owners - that will solve your customers problems.
You can become an affiliate for other quality products and services, and get paid for the sales that you refer to another busines owner. However, make sure that you only become an affiliate for good people with quality products and services - not just the ones with the highest affiliate payout.
Most of the time it's not the product, but the marketing process that will lead you to business success. And here it is:
1) Build a qualified list of customers and prospects. You can do this from networking events, landing pages, Pay-Per-Click (but only if the lifetime value of the customer is more than the cost of generating the lead), and opt-in forms on your website.
2) Communicate with and educate people on your list through e-mail, Social Media, teleseminars and/or webinars, and your website. There's an old saying in business: "The more you tell, the more you sell." Provide quality information that truly educates people about your industry, business, product or service - it can't be just a thinly-disguised sales pitch. People will see through that in a heartbeat.
3) Survey people on your list periodically. This is to make sure you're providing the products or services they want - not the ones you think are a cool idea. Many an entrepreneur has failed because they had a "cool idea." I'm not critizing innovation or creativity, but you should always TEST your ideas on a small scale... before rolling them out on a larger one.
4) Promote your - or someone else's - product or service, one promotion at a time. Try it for a few days or a week, then take a look at your numbers and evaluate your results. If you like the results you got, keep doing what you were doing - but remember that no matter how good a promotion or message is, it'll eventually suffer from "message fatigue." If the results aren't to your liking, you may want to try another product/service, or change the way you're marketing it to your list.
5) Rinse and repeat the process. Although it isn't easy, it is that simple.
Have a great weekend, look for another educational marketing post next week.
Friday, June 11, 2010
The Biggest Website Mistakes - Part II
Here's my sequel to The Biggest Website Mistakes - Part I. These are other annoying, unnecessary and profit-draining mistakes that I see people make on their business websites.
Mistake #4: Burying the most effective headline(s) "below the fold" (top part of the Home page). It's crazy why people insist on making visitors work hard to find the information they want. Put these eyeball-catching, benefit-laden headlines at the top of the website, where it's easy to people to read them. Remember - you only have 7 to 10 seconds to sell a new visitor on staying at your site.
Mistake #5: Burying the opt-in form and Social Media links at the bottom of the page. I saw a marketing consultant's website with page links, a cutesy tag line and a picture at the top of the website. I scrolled all the way to the bottom, where these forms and links were at. That doesn't give me a lot of confidence in their ability to help website owners if they don't do the right things on their own website.
Mistake #6: Focusing too much on themselves and their business, instead of how their company, product or service can solve a problem for the website visitor. Information - that's what almost every website visitor is looking for. And visitors want to know HOW that information will solve a problem, or fulfill a desire in their lives.
And if you just blather on about how cool you or your company is, that will turn people off very quickly and they won't be interested in what you have to offer - because you haven't shown that you're interested in solve their problem or understanding where they're coming from. If your website has no solution or empathy for the reader, you probably won't get their business.
While I could write several more posts about common website mistakes, I'll stop at Parts I and II for right now. I'll have another post up next week, enjoy your weekend.
Mistake #4: Burying the most effective headline(s) "below the fold" (top part of the Home page). It's crazy why people insist on making visitors work hard to find the information they want. Put these eyeball-catching, benefit-laden headlines at the top of the website, where it's easy to people to read them. Remember - you only have 7 to 10 seconds to sell a new visitor on staying at your site.
Mistake #5: Burying the opt-in form and Social Media links at the bottom of the page. I saw a marketing consultant's website with page links, a cutesy tag line and a picture at the top of the website. I scrolled all the way to the bottom, where these forms and links were at. That doesn't give me a lot of confidence in their ability to help website owners if they don't do the right things on their own website.
Mistake #6: Focusing too much on themselves and their business, instead of how their company, product or service can solve a problem for the website visitor. Information - that's what almost every website visitor is looking for. And visitors want to know HOW that information will solve a problem, or fulfill a desire in their lives.
And if you just blather on about how cool you or your company is, that will turn people off very quickly and they won't be interested in what you have to offer - because you haven't shown that you're interested in solve their problem or understanding where they're coming from. If your website has no solution or empathy for the reader, you probably won't get their business.
While I could write several more posts about common website mistakes, I'll stop at Parts I and II for right now. I'll have another post up next week, enjoy your weekend.
Monday, June 07, 2010
The Biggest Website Mistakes - Part I
I've looked at several websites lately, and see the same things that annoy me almost every time. They irritate me because they detract from making sales, and cost website owners a lot of money.
So instead of being frustrated, I decided to post these biggest website mistakes and explain what you should do instead. Here we go...
Mistake #1: Putting your business name or logo at the top of your Home page, instead of 1-3 good headlines. The headlines should tell visitors: Who this website is for, what the benefits are for them, and what's different about this website and business.
I know you love your cool logo, and seeing your name in Internet lights. The problem is... new visitors aren't interested in your name or logo! They want to know what's in it for them by coming to - and staying at - your website. And a new visitor will decide whether to stay or click out in 7 to 10 seconds.
An adage from the early 20th Century says it best:
"Tell me quick and tell me true, otherwise sir (or ma'am) the heck with you."
And it's even more true today in our fast-paced, high-tech world than it was in the simpler 20th Century.
Mistake #2: Not clearly telling your visitor what you want her to do. Some website owners believe their website should provide a show or a concert. Or fill the entire page with tabs and buttons to make it look impressive.
But that isn't what most folks want. The majority of people who surf the Internet and go to a website want one thing: Information.
And they want that information quickly. That's why landing pages with an opt-in box for first name and e-mail address work well. Capturing a name and e-mail address is great, but it's only half the battle. And it leads me to:
Mistake #3: Not following up with auto-responder e-mails and an e-zine. Auto-responders and e-zines are great ways to inform and build a relationship with a new prospect. I realize that e-mail open rates have declined over the years, and e-mail marketing has gotten more difficult.
However, e-mail marketing still gives you a big advantage over Social Media: A reader's undivided attention on your message. You don't have to post, re-post or re-tweet something 17 times a day to make sure someone sees it. If you're consistently providing good content and information in a reasonable manner, you won't have to worry as much if your e-mails are getting opened. People will want to read what you have to say.
That's all for Part I, I'll post Part II later this week.
So instead of being frustrated, I decided to post these biggest website mistakes and explain what you should do instead. Here we go...
Mistake #1: Putting your business name or logo at the top of your Home page, instead of 1-3 good headlines. The headlines should tell visitors: Who this website is for, what the benefits are for them, and what's different about this website and business.
I know you love your cool logo, and seeing your name in Internet lights. The problem is... new visitors aren't interested in your name or logo! They want to know what's in it for them by coming to - and staying at - your website. And a new visitor will decide whether to stay or click out in 7 to 10 seconds.
An adage from the early 20th Century says it best:
"Tell me quick and tell me true, otherwise sir (or ma'am) the heck with you."
And it's even more true today in our fast-paced, high-tech world than it was in the simpler 20th Century.
Mistake #2: Not clearly telling your visitor what you want her to do. Some website owners believe their website should provide a show or a concert. Or fill the entire page with tabs and buttons to make it look impressive.
But that isn't what most folks want. The majority of people who surf the Internet and go to a website want one thing: Information.
And they want that information quickly. That's why landing pages with an opt-in box for first name and e-mail address work well. Capturing a name and e-mail address is great, but it's only half the battle. And it leads me to:
Mistake #3: Not following up with auto-responder e-mails and an e-zine. Auto-responders and e-zines are great ways to inform and build a relationship with a new prospect. I realize that e-mail open rates have declined over the years, and e-mail marketing has gotten more difficult.
However, e-mail marketing still gives you a big advantage over Social Media: A reader's undivided attention on your message. You don't have to post, re-post or re-tweet something 17 times a day to make sure someone sees it. If you're consistently providing good content and information in a reasonable manner, you won't have to worry as much if your e-mails are getting opened. People will want to read what you have to say.
That's all for Part I, I'll post Part II later this week.
Monday, March 22, 2010
How Social Media marketing Is Like Internet Marketing...
Unless you've been living under a rock, you know that Social Media sites such as Facebook and Twitter have been booming in popularity and "buzz." Plenty of self-proclaimed Social Media "gurus" have been trumpeting how great SM is from the highest online mountaintops.
Don't get me wrong - SM is a great way to increase your online network, and connect with more people. But I'm not convinced that it's the be-all/end-all when it comes to business marketing today. The buzz with SM marketing closely resembles the earlier days of Internet marketing.
Here's how: Internet marketers really didn't have a well-thought out plan or business model as to how the Internet could help grow their business (selling more of their core product or service) in the longer run. What they did figure out how to do was sell info-products and services about... How to make tons of cash from Internet marketing!
Fast foward to today: Social Media is all the rage, and SM gurus are coming out of the woodwork. They claim all you need is a WordPress website and a Facebook fan page, and you'll be on the glorious road to riches. And they have for sale... info-products on how to do Social Media marketing - imagine that!
Now - I'm not criticizing everyone involved with SM or Internet marketing. People like Frank Kern, John Carlton, Lorrie Morgan-Ferrero and Stephen Pierce have some great stuff available, and they truly want to help people increase their income online. And there are other good online marketers out there.
Successful (and profitable) Social Media marketing is kind of like Bigfoot and the Loch Ness Monster: I've heard great stories about them, but I haven't seen very many people make a ton of money from SM marketing. I'll be glad to be proven wrong - but until I see the proof in the pudding, I'm sticking with proven fundamentals of online marketing, such as:
- Building a Qualified List
- Developing a Relationship With That List
- Selling More Products/Services To That List
Pretty simple, but very effective if done correctly. And I'll stick with these boring, basic fundamentals to help my clients increase sales and profits.
Don't get me wrong - SM is a great way to increase your online network, and connect with more people. But I'm not convinced that it's the be-all/end-all when it comes to business marketing today. The buzz with SM marketing closely resembles the earlier days of Internet marketing.
Here's how: Internet marketers really didn't have a well-thought out plan or business model as to how the Internet could help grow their business (selling more of their core product or service) in the longer run. What they did figure out how to do was sell info-products and services about... How to make tons of cash from Internet marketing!
Fast foward to today: Social Media is all the rage, and SM gurus are coming out of the woodwork. They claim all you need is a WordPress website and a Facebook fan page, and you'll be on the glorious road to riches. And they have for sale... info-products on how to do Social Media marketing - imagine that!
Now - I'm not criticizing everyone involved with SM or Internet marketing. People like Frank Kern, John Carlton, Lorrie Morgan-Ferrero and Stephen Pierce have some great stuff available, and they truly want to help people increase their income online. And there are other good online marketers out there.
Successful (and profitable) Social Media marketing is kind of like Bigfoot and the Loch Ness Monster: I've heard great stories about them, but I haven't seen very many people make a ton of money from SM marketing. I'll be glad to be proven wrong - but until I see the proof in the pudding, I'm sticking with proven fundamentals of online marketing, such as:
- Building a Qualified List
- Developing a Relationship With That List
- Selling More Products/Services To That List
Pretty simple, but very effective if done correctly. And I'll stick with these boring, basic fundamentals to help my clients increase sales and profits.
Wednesday, March 17, 2010
The Question That Branding Gurus Hope You Never Ask...
You've probably heard the phrase "branding" when it comes to advertising, or how you should "build your brand" to increase sales in your business. I grew up on a farm and ranch in Kansas - there the word "branding" meant searing a hot iron to the hindquarter of a steer to prove ownership.
Being a direct-response copywriter (and a natural-born contrarian), I'm always skeptical when masses of people gravitate towards the "next big thing." And I'm even more skeptical when the gurus can't (or won't) explain how this fancy-schmancy branding campaign works to bring in bucketfuls of cash.
Let me explain the difference between branding or image-type advertising, and direct-response marketing.
The branding theory goes something like this: Put your company name, logo or tag line out there enough times and eventually you'll get enough name recognition from customers who will recognize your company's "brand" - and eventually buy your product or service.
The flaw in this theory is you have thousands of other companies doing the same thing, trying to get that "brand recognition." Consumers see an average of 3,700 marketing messages per day through traditional and "new" (Social) media.
To increase that name recognition, you'll have to spend a lot of money - all for the sake of "putting your name out there." And not with the goal of actually making sales. That sounds like an expensive - and not necessarily profitable - proposition to me. Good for the ad agency or consultant, not so good for the biz owner.
Direct-response (DR) marketing is designed to get a specific response - opting into an e-mail list, or preferably making a sale. Most DR ads aren't real pretty or fancy, and normally don't include a company logo. They're usually composed of words in short or longer-copy sales letters online or in print.
And if done correctly, you can track and account for every single penny you invest in marketing your business. You'll know what works - and more importantly, which ads or campaigns aren't working - to make sales and profits.
In the past, ad agencies loved brand/image-type marketing because they dealt with clients with big ad budgets - and they didn't worry that much about results. If the client asked how well the campaign was working, they could always tell them: "Hey, it takes time to get your name and image out there... just give the campaign a few more months to work its magic."
Today, 99% of small business owners don't have that luxury to wait and hope that a branding campaign will work. If any agency or consultant recommends using branding-type advertising for your business, ask him or her this one question. I guarantee it'll stop 'em dead in their tracks:
"How will I know if this branding campaign is really producing results for my business?"
You'll probably have an uneasy pause in the conversation, a few seconds of stunned silence... and they'll mumble something about brand recognition. If they can't - or won't - give you a good answer, you politely end the conversation.
Direct-response marketing allows you to measure, adjust and control ads and campaigns and shows you the exact Return on Investment for your marketing dollars. Always test ads and campaigns on a small scale before rolling them out on a big scale.
When done correctly, DR marketing will beat the branding approach almost every time. Nothing is perfect or foolproof, but I like using marketing approaches that are proven and time-tested. Not the latest "bright, shiny object" that may or may not work.
Being a direct-response copywriter (and a natural-born contrarian), I'm always skeptical when masses of people gravitate towards the "next big thing." And I'm even more skeptical when the gurus can't (or won't) explain how this fancy-schmancy branding campaign works to bring in bucketfuls of cash.
Let me explain the difference between branding or image-type advertising, and direct-response marketing.
The branding theory goes something like this: Put your company name, logo or tag line out there enough times and eventually you'll get enough name recognition from customers who will recognize your company's "brand" - and eventually buy your product or service.
The flaw in this theory is you have thousands of other companies doing the same thing, trying to get that "brand recognition." Consumers see an average of 3,700 marketing messages per day through traditional and "new" (Social) media.
To increase that name recognition, you'll have to spend a lot of money - all for the sake of "putting your name out there." And not with the goal of actually making sales. That sounds like an expensive - and not necessarily profitable - proposition to me. Good for the ad agency or consultant, not so good for the biz owner.
Direct-response (DR) marketing is designed to get a specific response - opting into an e-mail list, or preferably making a sale. Most DR ads aren't real pretty or fancy, and normally don't include a company logo. They're usually composed of words in short or longer-copy sales letters online or in print.
And if done correctly, you can track and account for every single penny you invest in marketing your business. You'll know what works - and more importantly, which ads or campaigns aren't working - to make sales and profits.
In the past, ad agencies loved brand/image-type marketing because they dealt with clients with big ad budgets - and they didn't worry that much about results. If the client asked how well the campaign was working, they could always tell them: "Hey, it takes time to get your name and image out there... just give the campaign a few more months to work its magic."
Today, 99% of small business owners don't have that luxury to wait and hope that a branding campaign will work. If any agency or consultant recommends using branding-type advertising for your business, ask him or her this one question. I guarantee it'll stop 'em dead in their tracks:
"How will I know if this branding campaign is really producing results for my business?"
You'll probably have an uneasy pause in the conversation, a few seconds of stunned silence... and they'll mumble something about brand recognition. If they can't - or won't - give you a good answer, you politely end the conversation.
Direct-response marketing allows you to measure, adjust and control ads and campaigns and shows you the exact Return on Investment for your marketing dollars. Always test ads and campaigns on a small scale before rolling them out on a big scale.
When done correctly, DR marketing will beat the branding approach almost every time. Nothing is perfect or foolproof, but I like using marketing approaches that are proven and time-tested. Not the latest "bright, shiny object" that may or may not work.
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