Offering Value . . . Attracts Blog Traffic

, ,

If you have kids, you understand.  If you want them to do something you want, you have to address the old ‘WIIFM’ — “What’s In It For Me?” issue in terms they’ll appreciate.

Valued Content ATTRACTS . . . People To You
A key purpose of blogging is to attract people to you who care about what you know and what you can do . . . for them.  Your blog’s content needs to address what your desired readers want to know and, if known, is likely to produce significant value for them to enjoy.

Click on the image above.  If you were a financial advisor, a mortgage broker, a P&C agent, an attorney or even a CPA . . . offering such information would be very likely to attract people whose need-to-know aligns nicely with your expertise and services, wouldn’t it?  See?

Valued Content CONVICTS . . . People About Your Authority
A good post will cause people to find you.  That’s what organic search is all about — causing your post/s to appear on ‘Page 1’ when a prospective client types a query into Google.

But the post itself must render meaningful value in the form of useful insights and practical actions that a blog reader can use to enhance their life.  When you do that, people see you as an expert in your field.  That translates into AUTHORITY which builds your CREDIBILITY and reduces the RISK of hiring you.

KEY POINT:
Offering VALUABLE content is ATTRACTIVE and builds AUTHORITY for you and your business 

by

What’s Your Magic Number?

, , ,

I just read a great post by a Marcus Sheriden.  Marcus is in the pool & spa business serving the VA and MD area. He’s been through some rough times in the last few years.  He was embezzled out of over $200K in 2005, the economy tanked in ’08 and (oh, yes!) the IRS  actually put a lien on his home to help ‘get his attention’.

Inbound Marketing . . . to the rescue
In 2009, Marcus started using Hubspot to attract interested people to his website.  And his business is doing very well — even though many others in his industry have closed their doors.  He owes it all to learning how to be a business that attracts prospects to him — AKA ‘Inbound Marketing’ and using the Hubspot platform to do that easily and effectively.

The Magic Number: “30 Page Views”
Marcus discovered something very interesting using Hubspot’s built-in website analytics.  Specifically, he’s seen a positive correlation between:

•  the number of website pages someone visits, and
•  their propensity to buy a pool from him

Marcus learned that if a prospective client has at least 30 unique ‘page views’ they present his company with an 80% or better chance of buying a pool.  And with over 600 pools sold and installed by his company, Marcus’ insight is worth noting!

KEY POINT:
The more familiar prospects are with your business, the more likely they are to buy 

by

Stage Your Prospects

, , ,

Make sure your marketing recognizes all prospects are not at the same point in their buying process. Yes, there IS a PROCESS your client must go through to become your client:

Stage 1: “Happy Campers”
Think back to a time before you bought a car, a home, a cell phone. You were probably happy with the car, home or phone you had BEFORE you ever starting thinking about getting a new one. Prospects in this stage are equally ‘happy’ with their status quo.  They tend to ‘stay put’ until there’s a good reason to change.  That’s why your marketing messages need to help these people become aware of their frustrations . . . and develop a desire for ‘something better’.

Stage 2: “Lookers and Cookers”
These prospects are increasingly aware of their frustrations and are very receptive to information on how to best address them.  They are also diligently doing their homework on why your firm may be a ‘better’ option to get a solution from than any others.

Stage 3: “Try’ers and buyers”
These prospects are ready to do something (like buy!) to feel better.  They know why and learned what they want as well as who has the best solution for the problems they’re suffering with or the opportunities they’re missing out on.  These people need your help to ‘take action’ . . . like buying the solution you’re offering.

KEY POINT:
Tailoring marketing messages to be ‘stage specific’ makes you more effective!

by

Promises, Promises . . .

, , , , , , ,

“Let’s Shake On It, Then!”
Businesspeople make promises to their clients.  It’s what we do.  Unfortunately, the expectation of many (most?) clients is that a promise is likely to be broken.

You Need a SYSTEM
If your reputation for ‘keeping your word’ . . . or, promises . . . is so important but it seems to be the exception (not the rule) that businesspeople will break more than they make . . . you have to ask, “Why?”.  The answer is not that they meant to break their promise, but that they don’t have a system in place to make sure they keep them!

Make a Promise . . . “Write a Check”
If you’re in a service business . . . where the client’s buying your ability to ‘come through’ as you promise (and, your client expects) then you need a deliberate way to ensure that happens . . . consistently.  My suggestion?  “Write a check”.  Literally.  Not on your bank.  On your time!  Think of a ‘check’ as a written evidence of your commitment to your client’s happiness . . . with you.

When you make a promise . . . WRITE A CHECK to demonstrate your commitment to ‘cash it’ with your customer or client.  Here’s an example:

Is this SCARY?  You bet it is!  Especially if you’re not committed to deliver.  This is a huge ACCOUNTABILITY tool.  But, if you’re as good as you say you are, it’s a NO BRAINER, isn’t it? Actually, it’s going to help you to DIFFERENTIATE yourself and your practice!

NOTE:  If you’d like my Special Report on how to set up a ‘Promise Checkbook System’ . . . shoot me an email and I’ll send it right back!

KEY POINT:
You make promises every day . . . give people evidence of your commitment and watch your competition shake in their boots! 

by

Is Your Elevator Pitch . . . Still Working?

, ,

Like fashion, an ‘elevator’ pitch — the reply to answer, “What do you do?” — has come full circle.  For a long time, it reflected a creative focus on the BENEFIT you provide (e.g. “I help people smile more”) rather than WHAT you do to make that happen (e.g. “I’m a dentist”).

Don’t Play Games . . . Be Straight About What You Do
Playing, “What’s My Line?” doesn’t make sense in these time-starved days we live in.  It may even irritate a qualified prospect who really wants to know, “What DO you do?”.  Unless you really have to spell it out, just say what you do.  More often than not, being ‘blunt’ will differentiate you from your competition . . . in a very positive way.

Add Your Benefit/s . . . Afterwards
Once you state WHAT you do, then you can add WHO you help and WHAT they get.

Kyle Hunt, Founder of Remodel Your Marketing answers the question this way:  “I solve marketing and sales problems for remodelers” adding, “Contractors who hire me tell me things like, “I stink at following-up with prospects”, “I chase way too many bids”, “I’m not getting enough referrals”, “My website is terrible”, etc.”.

Basically, Kyle’s saying, “Look, I’m THE marketing guy . . . for contractors.  I fix marketing problems the way you fix construction problems.  Would you like to talk about that?”   Refreshing, isn’t it?

KEY POINT:
Tell people what you do . . . simply, concisely and effectively

by

Mission, Mission . . . On The Wall

, , , , , ,


I’ve recently found a very cool site — fab.com. Fab is the brainchild of Jason Goldberg. I posted about him earlier in the week.

 

Clarity of Vision = Focus = Power
In marketing, it’s important to know what you stand for . . . as it helps you to stand out by standing up for something specific. Jason, as CEO and Founder of FAB.com has done this beautifully, IMHO.

FAB’s Focus . . . Design and Customer Experience
As you read the ‘Mission Statement’, it’s pretty clear that two terms come clearly to mind . . . DESIGN and CUSTOMER EXPERIENCE.  This tight focus makes it easy for FAB’s management to make decisions — decisions that align with the audience of people who are FAB’s target market — people who appreciate both outstanding design as well as a good bargain.

KEY POINT:
Mission . . . drives how you operate and how you’re perceived by your target market

by

Beating the ‘Big Boys’ on Your Own Terms

, , , ,

A recent post on LinkedIn prompted me to reply.  The question was prompted by a company asking, “How can I compete with the ‘Big Boys’ in my business?”  The business in question is ‘home remodeling’ and yes, there are all kinds of players in that field — from newbies to seasoned pros who’ve been in ‘the biz’ since they were born (or, so it seems!)

ASK . . . And Ye Shall Receive (Great Marketing Insight!)
I suggested the person survey his clients and learn what his ‘ideal client’ wants from a remodeler and then use those insights to make sure he’s operating in such a way that he’s seen as ‘more’ attractive on those qualities than his competitors — big or small.

A Practical Example of Managing Impressions to Cement Perceptions
One of my clients, a siding and windows company learned (by surveying his clients) that ‘appearances’ affect which firm a prospect is likely to hire. As a result, he pays for his crews to have a clean uniform and a truck wash EVERY day! Why?

Because it’s what his target market members want from a firm they’ll hire to replace their siding and windows. When this firm does work in someone’s home, they also wear surgical booties over their shoes, too. Why? They are managing the IMPRESSIONS they make on a client. That helps the client form a PERCEPTION about the firm that, “All things being equal, THIS firm is ‘better”. Seems to be working as his market share has been growing . . . at the expense of other firms in the same geographical area and business.

KEY POINT:
Manage the EXPERIENCE . . . Cement the PERCEPTION . . . Beat the COMPETITION!

by

Offer Hope (as well as Hell!)

, ,

If your ‘negative’ headline attracts attention, you have alerted your reader to a threat to their sense of security. That creates a good bit of psychological angst in your reader.  And, an interesting predicament.  For you.

PAIN . . . is Good; Too Much PAIN . . . is Not!
If all you do is direct your reader’s attention to a threat or problem they have or may have . . . you’ll lose them.  Obviously, we’re not designed to live in a heightened and prolonged state of anxiety (which, your headline created!).

So if your reader’s initial anxiety is not addressed quickly — not completely, but to some degree at least — there’s a good chance they’ll stop reading as a way of protecting themselves from EPS (Excessive PAIN Syndrome).

Why We Love Scary Movies and Can’t Leave Until The End
Have you ever enjoyed (sic) a good scary movie?  The kind where Bela Lugosi or Lon Chaney or Vincent Price starred?  As a kid, these movies scared the hell out of me.  Literally.  I hated that feeling.  But I loved those movies.  I also sat through the whole movie, too.  Why?  Because I learned to expect that ‘no matter what’ . . . in the end, all would be made right.  The sun would shine (poor vampire) and Belle would get her prince (sorry Beast).

Knowing that, no matter what PAIN I was feeling, in the end all would be fine . . . kept me in my seat for the entire movie.  Why?  HOPE!  Make sure you remember that hope keeps people in their seats while PAIN is what makes them want to run away!

KEY POINT:
PAIN-full Headlines may attract attention . . . but HOPE keeps your reader around 

by

Be Negative . . . Really Negative

, , ,

I’m not suggesting you get moody and depressing.  I’m referring to your marketing messages.

Preservation Beats Acquisition
Keeping what we have is more motivating than acquiring what we want but do not have. You know it’s true.

We work harder to maintain what we have — especially if we feel it’s being threatened than we ever do to generate a result that’s better than what we have now.  Go figure.

Why ‘Going Negative’ . . . Works
We’re genetically and psychologically programmed to scan for threats to our well-being. That’s why negative messages that alert us to any possible threats always get our attention.

Remember to Relieve!
Getting attention with a negative or threat-based message makes people uncomfortable. Actually, that’s good.  You can leverage that to produce a response from prospects designed to relieve their discomfort.  But if you make someone uncomfortable, you have a moral imperative to make them feel good again, too.  That’s where your offer comes in . . .

KEY POINT:
Negative messages . . . work! 

by

Generating Business with LinkedIn — Part 4

, , , , ,

We took a break yesterday from this theme of ways to use LinkedIn.  Now, it’s back to work!  ‘-)

An Example Worth Noting
The other day I mentioned that sharing your expertise on LinkedIn, by answering questions posed by other members, helps your VCR (visibility, credibility and reputation).  While looking at some questions on ‘marketing’ (my area — you look in yours!) I found a truly ‘killer’ response to a question on whether management consulting and internet marketing were mutually exclusive or, not.

In fact, I liked his answer so much that I ‘tracked down’ the person who posted it — a Carl Diamond who owns Diamond Website Conversion — a firm from the Seattle, WA area:

I then sent him a short note of appreciation acknowledging the superb quality of his answer.  Well, before the day was over, Carl had replied to me and we had become part of each other’s LinkedIn network.  More importantly, the foundation was laid for a possible future collaboration between us.

Will that ever happen?  Who knows.  But I do know this — if we never connected, the chance for something coming from this day would have been 0% — GUARANTEED!

KEY POINT:
Social networking is about planting seeds of opportunity . . . then nurturing those opportunities until they blossom! 

by