Lots of people visit your website. Current clients looking for information, prospects who are thinking of making a purchase, people who want to learn more about your area of expertise (DIYers), competitors, people who saw your ad and are curious, people who click on your link in their not-really-related Google search, etc.
You probably want to say something to all of these people. …Read More
If opening your email felt more like checking the snail mail for something awesome from Amazon and less like digging through the trash, the world would be a better place. If every email you sent contained something awesome that the recipient deeply wanted, everyone would look forward to your emails. — Robert Williams
Why do so many companies and salespeople send …Read More
For companies that depend on SEO, conversion rate optimization (CRO) can be kind of scary. They don’t want to disturb their websites’ rankings, so they’re reluctant to change anything on the site, especially content. But SEO and CRO can happily co-exist. Here’s why.
SEO is about pages, not entire sites.
Yes, domain authority has a big impact on ranking. But Google …Read More
Marketing legend David Ogilvy discovered, “On the average, five times as many people read the headlines as read the body copy.” What does that mean for you when you’re trying to sell prospects who visit your website? You’d better be able to sell them with your home page headline — at least sell them on reading further.
So what makes people continue …Read More
When it comes to explaining their products and services, many company owners and professionals want to immediately jump into the details. They know they’ve got great solutions to their market’s issues, and they want everyone to know just how wonderful they are.
But according to science, simple messages outperform complex ones. There’s a place for detail, digging into benefits and explaining how products …Read More
Want someone to take action? Explain why they should.
A classic experiment in the late 1970s, run by psychologists Ellen Langer, Benzion Chanowitz, and Arthur Blank, demonstrated the power of explanation on the human psyche. They experimenters approached people using a photocopying machine, and they measured the effectiveness of different ways of asking if they could cut in line. When they asked …Read More
How many times have you experienced an excited prospect’s eyes glazing over when you finally quoted your price? When sticker shock derails a conversation, it’s hard to get back on track. Pricing is one of the most difficult things to navigate in sales situations, both in person and online.
But there’s an easy way to beat sticker shock. You may have heard of …Read More
Companies that serve mass markets can be profitable, sure. But they tend to be big companies with big resources, and they’re usually focused on a unique product that can’t be immediately imitated.
When your company is smaller, or when you don’t have a brand-new technology to sell, you’re much better off serving a niche market. Why? Because you can position yourself …Read More
Marketer Dan Kennedy said, “Success in marketing is simple. Find the right message, use the right media, and deliver it to the right market.”
Not so simple, though, right? Finding that right message can seem impossible. Get it wrong, and you’re competing against myriad others who look and sound just like you.
Get it right, however, and you won’t have to be out …Read More
Practically every other B2B website homepage you visit says the same thing. Lots of abstract terms, some jargon, some hype. They try to get at the benefits of using their products or services: “Save time,” “Save money,” “A full solution,” yada, yada, yada. But they’re so vague and generic that they all sound exactly the same. Not a recipe for getting …Read More