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How to Do Business Better Online

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Five Ways to Get Your Insanely Busy Prospect’s Attention (and Make Him Your Customer!)


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How many sales and advertising messages do you receive a day, whether in your home mail box or email box? (text messages, billboard messages, radio ads, television ads, etc.)

There is a lot of competition to grab your prospect’s attention in any given day—he’s going to pick and choose what he wants to read. Using some of the attention-getting techniques below in your sales copy can help BOOST the chances you’ll get your reader’s interest, keep it, and ultimately get the sales results you want for your business.

1) Write as if you are speaking from “one person” to “one person”…personalization works wonders!
Don’t forget to use the words: you, you’re, your, you’ll.

2) Know your prospect’s biggest problem and address it up front by serving up the “biggest benefit” of your product or service right away in your headline and in your copy message.

3) List a product or service feature always followed by a benefit—don’t just list a feature by itself.

Example: (feature + benefit)

Feature: Compact size
Benefit: Fits in your pocket or purse so you can take it anywhere.
Write: The Acme Gizmo’s compact size allows you to take it anywhere—since it fits in your pocket or in your purse…it’s always handy when you’re on the go!

4) Use an attention-getting headline that uses the (you + feature + benefit = attention) formula.

Example: Now Available: A Proven System that Saves Time… So You Can Focus More on Running Your Business and Make More Profit at the End of the Day!

5) Be specific where you can to capture your prospect’s attention. Use numbers, percentages, and other specifics to improve credibility and interest in your headlines and sales copy.

Example: Rather than just saying… How this Proven Formula Boosted Profits!
Say: How this Proven Formula Boosted Profits by 57%!

Implementing some of these small details can make a big difference in whether or not your copy can capture and keep your reader’s attention…and ultimately turn that attention into cash!

P.S. Want to learn more about how to get more response from your marketing messages?…Get Your Free Web Tune Up Coaching Session!!!
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Web Page Sales Increased 36% After This Paragraph Was Added

Test Results Show 36% Boost in Sales When Marketing Copy Focuses on the Prospect’s ProblemI don’t think business owners, marketers, and copywriters deliberately sit back and say, “I’m going to toot my own horn!” I think they really believe they have the solution to their prospect’s problem and want to serve him and in turn—do what they can to present their product or service so that he’ll be convinced too.

In a video produced by Marketing Experiments titled, Are You Missing Copy on Your Page? (How Adding the Right Paragraph Generated a 36% Lift), Senior Editorial Analyst, Austin McCraw shares how one company increased their sales by 36%—the boost in response resulted after a small opening paragraph was added that focused on the prospect’s pain (the problem)—the original copy focused only on the solution.

McCraw teaches that it is not enough to know what the prospect needs, but you’ve got to transform those needs into his wants. He discusses two key principles he says are significant:

1 – Just because you identify a prospect’s need does not inspire the prospect’s need to act.

2- Transform your prospect’s need into a want. According to McCraw, this can be done by using one or more of what he calls the three “problem intensifiers.”

The 3 Problem Intensifiers:

Relevance= the degree to which an offer is connected to the prospect’s situational motivations.

Importance= the degree to which an offer is essential to a prospect’s livelihood.

Urgency= the degree of immediacy associated with an offer imposed by the prospect’s situation or the time limit for purchase attached to the offer itself.

Make It Real for the Prospect: Tell a Story!

In the video, there is an example of before and after copy that shows how generic product copy was enhanced by attaching a personal story, a case study, where an actual person saw a dramatic change after actually using the product.

This gives the prospect the hope that he too can see results after purchasing the product.

McCraw reminds business owners, marketers, and copywriters how important it is to get into the customer’s mindset and know what he is feeling and dig deeper when writing copy for your sales pages and other promotions.

“You have to learn to think like the customer.  So often we come to our pages with this company logic and we are just focused on what we can do…me, me, me, what I have, this is my solution, this is what I’m bringing to the table, but you haven’t adequately considered, What is the customer experiencing? What is he thinking? …you as the marketers have to learn to put yourself in the customer’s mindset….fully understand him and fully sympathize with him so that you can help him.”

But in the midst of it all, remind yourself to be that customer for a moment—since it is easy to forget that you still have to get into the prospect’s mindset to make the sale, to convince him, and to persuade him to take the action you want him to take.

You can view the entire Marketing Experiments video at: http://www.marketingexperiments.com/site-optimization/missing-copy.html

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Attn: Business Owners, Marketers, Copywriters:

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Are You Frustrated, Overwhelmed, and Less Than Satisfied with the Results You Get in Actual Business after Spending Countless Hours Trying to Drive Traffic to Your Website?

How many hours and/or dollars do you spend driving traffic to your website?

Do you spend countless hours and effort posting on social media sites, search engine optimization, spend your hard earned money to buy pay per click ads and other online marketing tactics just to get traffic to your website…BUT aren’t seeing the results you would have hoped for?

I’m sure you are in business to help other people, but you are also in business to make money at the end of the day.

If you are still struggling to sell your products and services online and would like to find out if there are some simple changes that you can make to increase your sales—I’d like to help.

I’m offering you a FREE 30-minute TUNE UP consultation for your web page, sales page, email promo…you name it.

If you’d like me to brainstorm with you on some possible changes to help your page perform better, simply email me today at: angeline@getsmartbusinessradio.com and I will be glad to take some time with you to see what we can do to tweak your page for better results!

The 3 Key Questions Your Business Website Should Answer if You Want to Get Customers & Clients

Focus on Customer“Focus on the Customer!”—this is the topic of a video I received in an email this week.  It is a
pre-launch video for
Eben Pagan, Expert Internet Marketer’s latest LIVE webinar scheduled for March 24th called, Accelerate Your Growth.

In the video, he analyzes 37 business website home pages and critiques them to see if they answer what he says are the “Top Three Questions” any business website trying to get customers should ask, but according to him—rarely do—which explains poor conversion results.

Eben says regarding marketers and advertisers,

“…they focus their marketing on themselves, they talk about how great they are, how great their company is, how great their product is, without mentioning the specific, tangible result that it’s going to deliver to the customer—the benefit that the customer gets.”

He continues to say that it is so simple, but just not done enough—tell the customers what they are going to get and they will continue to listen…
(and let them know quickly since you only have about 3 seconds to get their attention).

According to Eben, your business website should answer three key questions:
1) What is it?
2) What’s it about?
3) What do I get?

In the video he shows two web pages that he created years ago that were very successful. The interesting thing to note is that neither had images, both were just text—however, both had big bold headlines that most people would say were on the lengthy side (in other words—not short!) But they were very clear, concise headlines that told the prospect exactly what he would get.

Eben says that you aren’t necessarily competing with your competitors for customers, as much as you are just competing for their attention from other media noise.

The webinar starts on Monday, March 24th at 11 AM Eastern / 8 AM Pacific.

If you’re willing to give up your email address, you can watch the pre-launch video I describe above: (highly recommended!!)
http://launch.ebenpagan.com/accelerate/prelaunch-1-2c/

How the Word “WE” Can Kill Your Sales Copy!

 

focus on the prospectI know what I am about to tell you sounds absolutely ridiculous—but I’m trying to make a point so stay with me.

This is an old lesson taught by retail advertising masters and expert copywriting teachers Clyde Bedell and his son Barrie Bedell…

Imagine you walk into a high-end retail department store and there is a good-looking salesman that approaches you and instead of asking how he can help you, or asking what your needs are, or telling you how he can solve your problem…he just starts to ramble on about his great sales record, the awards he’s won, and how great his sales technique is—what would you think?

You might think the salesman is self-absorbed, clueless as to what your problem or need is, or just really doesn’t care what your need might be. Chances are you are going to walk if you feel this way. Result: customer abandons the salesman, the store, and…NO sale is made.

Now, the reason I use this story is to make the point that many website and landing pages tend to do this, especially on their home pages. They ramble on about their business and themselves, their accomplishments, their awards, etc.—this should be saved for the “About” page.

You should address your prospect and his problems or concerns, not your business.

Otherwise, he may abandon your marketing message pretty quickly.

So, how do you focus on your prospect?

# 1) try NOT to use “I”, “WE” or “OUR” statements in your sales copy:

There are times you may have to use these words, but don’t litter your copy with them—if you are addressing your prospect’s problem and talking about the benefits or solutions he will get from your products or services, chances are you won’t have these words throughout your copy.

Below is an example of some intro copy on an accountant’s website home page:

“J&L CPA’s LLC was established in 1985 when John Doe, the firm’s founder moved to the Littletown area.  We have stood the test of time and are well positioned to continue to serve the accounting needs of our area.  Our profession has changed over the years; we have changed.  The needs of our clients have changed. What has not changed is our commitment to bring the expected high level services to our existing and prospective clients.”

Ask yourself this question about the copy above, “Does a prospect in need of a tax professional really care about all of that?”

This brings us to…

# 2) try to use “YOU” and “YOUR” statements to make it about your prospect:

NOW—in comparison, look at the first few lines of copy below and see how this dentist’s office grabs a prospect’s attention by talking about him and his needs, not the dental practice:

“How many times have you heard someone say, “She has a pretty smile.” or “He has great teeth”? The fact is that the first thing people notice when they look at you is your smile.

A more attractive smile can make you happier, more self-confident and even more successful professionally. In certain professions, a beautiful smile is absolutely essential, not to mention that a beautiful smile can take years off your appearance.

Let J&L Dental Care help you achieve a truly beautiful smile!”

Would someone looking for a beautiful smile be drawn in by this copy?
It is all about the prospect—“you.”

So the moral of this story is to gain customers and clients, you need to address your prospects’ problems and talk about solutions—make it all about your prospects, not your business.

 

How to Do Business Better Online