SOMETIMES IT’S easy to embrace a new business idea, and sometimes you just seem to be bashing your head against a brick wall. Read More…
WHETHER YOU’RE writing a brochure, copy for a newspaper ad, a script for a radio announcement or a page or blog post for your web site, there are some tried and true techniques that can help you make sure that your copy gets the results you’re looking for. Read More…
VIDEO IS INSANELY popular, yet using video is still one of the most under-utilized business strategies. We’ve talked about the importance of product photography in the past, but great product photos are table stakes at this point.
THIS CONCEPT of systems is so powerful that it could have an immediate and profound effect on your thinking and your sales and profits.
SMALL BUSINESSES have an enormous advantage over big business. In truth, it’s so immense an advantage that it should win the sale every time. Read More…
TODAY WE MOURN the passing of a beloved old friend, Common Sense, who has been with us for many years. No one knows for sure how old he was, since his birth records were long ago lost in bureaucratic red tape. Read More…
MANY CLIENTS ask my advice as a sales and marketing consultant because they are unable to make sales on their website, or their sales are very low. Read More…
HAVE YOU EVER thought how your marketing emails and sales letters sound to the people you send them to? Read More…
ONCE YOU HAVE captured a reader’s attention with your headline, don’t assume that you will keep that attention after the first line, second line or third line. Read More…
FLYERS ARE STILL an inexpensive and highly effective way to grab attention in a very busy marketplace. Just check how much junk mail you still get and you’ll see how true this is.
YOUR “ABOUT US” page is a clear navigation destination that best practice website usability guidelines recommend including in the primary site navigation. When viewers see the “About Us” designation, they immediately assume that the company is willing to share essential information.
Most people want to see who they are dealing with. Test subjects actually speak the words, “Who are these guys?” early on in their web research. Unless they find a satisfactory answer, they leave. The reasons are varied:
- Geographical. Proximity implies reduced shipping issues and problems regarding either cost or perishability.
- Nationalism. For a variety of reasons, people like to buy from companies within their nation or region.
- Customer service. Inadequate “about us” information raises concerns regarding returns or other potential service issues.
What to Include in Your About Us Page
Your “About Us” page should include:
Where you are located with address and contact information.
- Some of your principal staff. Pictures can help as well, with easy ways to contact these folks directly.
- Business organizations of which you are members.
- Recent significant industry awards.
- Company value or mission statement.
- Customer support links.
- Guarantee/warranty links.
- Testimonial links.
- Email and customer information policy links.
Here’s another reason to revisit your “About Us” page — the “green” factor. Visitors to your website are more likely to buy – as long as products are of equal quality and price — from companies that:
- Manufacture energy efficient products (90%)
- Promote health and safety benefits (88%)
- Support fair labor and trade practices (87%)
- Commit to environmentally-friendly practices (87%)
I have always recommended that companies share the news about their good works, if only to help support the organizations they support. Now it appears that it can be important to clarify your policies regarding key “green” issues.
As your company makes plans to help make the world a little better during the holiday season, share the good news on your “About Us” page. We all enjoy a little good news. We all identify with a “conscious” company — and if it helps business along the way, that’s a good thing.
Do I need to add that the focus is not: “See how wonderful we are”? Rather: “Join us in helping.”
Consumers make most of their buying decisions based upon emotional factors. Our ability to persuade a buyer to act needs to press both conscious and unconscious “buy” buttons.
Until next time… Onwards and Upwards!
If you have any questions about improving the About Us page on your website, give John a call 0414 955 743 – advice is totally free of charge.
WE ALL KNOW the saying, “It’s who you know” when it comes to finding most jobs. The same principle applies to finding new customers for your business. Current customers and employees are terrific resources for cultivating potential new customers. Read More…
WITHOUT A POWERFUL headline, your message stands little chance of being noticed in an increasingly competitive marketplace. If your headline doesn’t capture attention and pull prospects into your copy, then your marketing effort is a total waste of energy and resources. Read More…
DON’T MAKE the common mistake of thinking that ‘everyone’ is a prospect for your product or service. You’ll go broke pretty quickly trying to reach everybody. Read More…
WHAT IS PHISHING? The term comes from techies who like to replace the letter ‘f’ with ‘ph.’ Read More…
IT NEVER HURTS to remind ourselves that every time we place an advertisement, we are in danger of completely wasting our money. Your sales rep doesn’t really care – he or she is motivated most by selling you the SPACE your ad will go in, not in helping you get the best from your ad.
Here are 23 reminders of things you need to keep in mind when making up your next advertisement.
1. Don’t Waste Your Headline:
Don’t use the name of your business as your headline. People don’t care about the name of your business. They only want to know what you have for them and what you can do for them.
2. Make a Specific Offer:
Always make a specific offer to your prospects. Example: A free booklet, brochure or packet that describes your services and benefits.
3. Offer Something of Value:
Offer something of value to your prospects. Something your prospects would want, not what you would like them to have.
4. Use Benefits:
Use a headline that promises a specific benefit. Example for a dentist: “New ways to brighten and whiten your teeth.”
5. Target Specific Prospects:
Use a headline that selects specific prospects. Example for a chiropractor: “Free to people who suffer from headache pain.”
Or, “Attention: Dog Owners!”
6. Make Your Offer in Your Headline:
Mention your offer immediately – in your headline or in the opening sentence. Example: “Free, home-buying booklet.”
7. Show a Picture of Your Offer:
Show a picture of your free booklet, brochure, etc.
8. Test Different Offers:
Test several different offers – in order to discover your best pulling offer.
9. Test Different Ads:
Test several different ads in order to find your best pulling ad.
10. Test Different Publications:
Test several different pubications in order to find your best pulling publication.
11. Educate Your Prosepcts:
Tell your prospects how your offer will benefit them. Don’t assume they already know.
12. Focus on Your Free Offer:
Build your ad entirely around your free offer.
13. Use an Enticing Booklet Title:
Example: Marketing Breakthroughs: New solutions for your business.
14. Keep it Confidential:
When appropriate offer confidential information in a plain envelope.
15. Make your ad easy to read:
Avoid unusual type, reverse printing, printing over pictures or busy backgrounds and fancy decorations. Keep it simple.
16. Use a Coupon:
If space will permit, include a return coupon that your prospects can fill out and mail. If not, say for example: “Tear out this offer and send it with your name and address.”
17. Include some selling copy in the coupon:
Example: “Yes, send me the Free booklet. I want to know how to have a more beautiful smile.”
18. Test Different Size Ads:
Use the most effective space size. Test different sizes. Bigger is not always better.
19. Try a Free Standing Insert (FSI):
This can be a card containing your ad. Or it can be your flyer. It is dropped into newspapers in your area, usually on Sundays.
20. Use a Sense of Urgency:
Urge immediate action. Examples:
“Do it now”
“Respond by (date)”
21. Promise Quick Response:
By return mail
Booklet will be rushed to you,
22. Emphasize “No Obligation”:
To attract more prospects, relieve their fear of sales pressure, by letting them know there is no obligation.
23. Track and Record:
Track and record the results of all your advertising. A periodic review of these records will reveal valuable and profitable information about what works and what doesn’t.
Until next time… Onwards and Upwards!
If you have any questions about the new Social Media Chain web traffic method, give John a call 0414 955 743 – advice is totally free of charge.
GO INTO almost any small business and listen carefully to how the owners and employees arrive at their marketing decisions. Read More…
NEVER LOSE sight of the fact that a prospective client doesn’t care two hoots about you. There is only one thing he wants to know — “What’s in it for me?” Read More…
VANITY DOMAINS: One more almost unknown and very under-used way to market your business website. Read More…
ONE OF THE challenges of running a small business is dealing with the feast-or-famine nature. Read More…