2009 March | Solve the Marketing Mystery

4 Favorite Tools for Online Marketing

March 27, 2009 Leave a Comment

I am always looking for low-cost ways to do things better, faster and easier. So here are four of my favorite tools for online marketing.

Fast, Safe Online Signatures

Adding a signature to your sales and opt-in pages has been shown to increase response because it personalizes the message. I used to do it the old fashioned way–sign a piece of paper, scan it and convert that into an image. But it turned out a little fuzzy and the white block around the signature wouldn’t always blend into tinted backgrounds.

Now I’ve found an easier, better-looking way to add signatures to a web page or any type of digital document–and it’s safer too. Identity thieves are getting so savvy these days that using your real signature may not be a good idea.

But you can use My Live Signature’s free online signature wizard to create one that’s close but not identical in 2 minutes flat.

There are hundreds of handwriting styles to choose from, plus you can choose the ink color and even how crooked you want it to be. It then creates a file you can upload like any other image. Just visit My Live Signature to get your new signature.

Download Multiple Files with Just One Click

How many times have you gone to a download page for a program or giveaway and groaned at the number of PDF, mp3 and video files there are to download? That’s exactly why Down Them All has to be my single most-used Firefox plug-in.

Using Down Them All cuts download times for just a single file almost in half. But even better–if you right click on the screen it will bring up a box listing everything that’s downloadable on the page. Simply check off the ones you want, hit download, and it does them all in one fell swoop. Awesome!

There’s no cost for the program, but it currently only works with the Firefox browser. Get your download time-saver today!.

Fill Out Forms & Log-Ins with One Click

I was going batty trying to keep track of all my log-ins and passwords before I discovered Roboform.

Now, if I create a new log-in for a website, Roboform automatically asks if I want it to remember the information. When you go back to the page later, the name of the site will appear as a button on your browser toolbar–simply click Fill & Submit and you’re in.

You can also enter all your contact information just once–including credit card numbers–and use a different toolbar button to fill out all those profile or order pages…again, with just one click. And as you see on the site, they are quite serious about security.

I couldn’t live without it. For just $30 a year it saves me a ton of time and frustration. So check out Roboform today!

Shorten & Track Your Clicks

A URL shortener is a handy tool for any kind of online marketing. BudURL though is a shortener plus research tool all in one because it offers extensive tracking of who clicked your link and where both in real-time, and over a period of time.

Say you create a BudURL to a page on your website. You can:

Keep using that one short URL as long as you want, and track the results over time
Send out links to articles elsewhere on the web and see which topics get the most interest
Use it along with two or three possible titles for an important blog post and see which gets the most clicks

And the basic account is free, so there’s no excuse for not using BudURL for your links.

Want more time, money and headache saving tools? Check out Resources that Rock!

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How Are You Going to Finance Your Business in the Days Ahead?

March 25, 2009 Leave a Comment

With personal credit getting harder and harder for self-employed folks to get, you need to start thinking more about building up your business credit so you don’t end up hurting your personal credit score or missing out on a great opportunity because you can’t find the funds to pursue it.

That’s why I’m participating in a launch today for a new book called Unlimited Business Financing. For only $10.35 at Amazon you get a guide that gives you the ins and outs of business credit scores and how to build a reserve of business credit without risking your ability to get mortgages and other personal loans and credit.

Plus, there’s some awesome bonuses worth way more than $10 from Kevin Nations, Donna Fox, Matt Bacak, Warren Whitlock and others (including me!). So check it out at http://UnlimitedBook.com today!

I don’t get any commission or affiliate pay for sending you there–I just think it’s a really important topic we all need to become more savvy about. And yes, I’ve already ordered a copy!

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Days 21-22 Progress and Delays

3 Easy Steps to Create a Bestselling Program or Product

March 19, 2009 Leave a Comment

Last week I hosted a call with Tom Buford of Charge What You Deserve on How to Charge What You Deserve and Get It where he shared a lot of good tips on setting prices and recession-proofing your business.

One tip he shared was to create a new program that’s certain to be a big hit. Don’t worry, you don’t need a crystal ball. Here’s how you do it…

1. Ask your market what their biggest obstacle is.

You don’t even need to bother with Survey Monkey or other survey software–an email to your ezine subscribers with just one question about what their biggest obstacle is will tell you what you need to know.

Sure, you don’t get as much information with just one question. But you’ll get more responses because it’s easier for them…and sometimes better responses, as some people will go into detail about what their obstacle is.

2. Create a clear, time-bound program that eliminates the obstacle.

Take the most common response from #1 that you feel confident about teaching and package it into an information product or a program with a beginning, middle and end.

This last part is important–one of the most common obstacles for coaches, chiropractors, psychologists and anyone who works on an ongoing basis is that people are afraid they’ll have to work with you forever to see results.

So any time you can package a solution into a program with specific results in a set period of time, you’re eliminating that potentially objection for your prospects.

And–not only are you getting away from that hours-for-dollars trap by pricing based on value– you can also offer the program at different price levels so people choose the best one for them.

3. Take away the risk.

Another common fear is that they’ll pay all this money and get nothing to show for it. So offering some type of guarantee will reduce or remove that risk for them.

Time and again research shows that the additional clients and customers that you’ll get from offering a guarantee will more than cover the small percentage of people who will ever ask for their money back.

Here’s a Tip–You can also do the same by creating an info product that’s designed to bring you more sales and more, higher-paying clients. Get a FREE audio that reveals how at www.myebooksecrets.com!

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5 Musts for Turning Sales Page Visitors into Clients

March 18, 2009 1 Comment

Good sales pages are the real moneymaker for your website. They’re part art, part science and part psychology because after all, most people are not eager to hand you their money. (And they usually won’t call for a free consultation either until they’re mentally prepared to hire and pay you.)

But there are a few basics that are essential to success.

First, sales page enemy #1 is distraction. If he gets distracted, he’s gone.* That’s why each product or service needs to have its own sales page, with no navigation tabs. The fewer the potential click aways, the better.

Think of it this way–you’ve got the prospect in the car and want to make it as easy as possible for him to get to the desired destination. So you program the GPS, top off the gas tank–anything to keep him from getting confused or taking a detour along the way.

Second, you need to persuade him to take that next step. By the time he hits the end, he has to want to hire you more than he wants any of the 2 bazillion other things he can spend his money on.

This is why sales page copy tends to be a lot longer than other pages. (But long does not mean you can ramble on and on. It should be “tight”–so you’ve taken out any parts and words that are not necessary–and easy to pick up the gist if you scan it.)

To do all this, your sales page needs to do five essential things:

You MUST get his attention. He may be on your page, but he won’t be for long. Studies show you have less than 10 seconds to convince him there’s something here worth reading. That means two things…

Always have a benefit or outcome-driven headline that draws him into your copy.
Pay special attention to your opening. It’s often the hardest part to write, but the first 500 words will decide whether he keeps reading or not.

You MUST connect with the reader. Studies show that prospects who know, like and trust you are much more likely to buy…especially when you’re selling a service. So achieving that is key. That means…

Write as if he pulled up a stool next to you in a bar and complained about the very problem you can solve. What would you say? Your sales page should have the same “me-to-you”conversational style.
Use his language. In person, we’re told to mirror the other person’s body language when we’re trying to connect with someone. In writing, you need to mirror his language–how he would talk about what he needs and describe what you do, so he feels that you’re like him.

You MUST present a compelling solution. He doesn’t care about your process or other “features”of your service. And the most logical argument in the world will not be enough to win you the sale (unless he’s Spock from Star Trek). So…

Tell him every benefit he’ll get, every fear that will be assuaged, every desire that will be fulfilled, and the terrific results that can be achieved by hiring you (but skip the used-car-salesman”hype”).
Use words that evoke emotion throughout and aim for the emotional “sweetspot” of what he’s really hoping that hiring you will do for him.
Answer any likely questions and counter common objections so there’s nothing to encourage him to procrastinate.

You MUST demonstrate your credibility. Don’t make him wonder, “How do I know you can actually do all this?” And your word just doesn’t cut it. So you need things like…

Strong testimonials that cite specific benefits and results, with clients’ full names and photos (audio/video testimonials are even better).
A brief bio with relevant expertise or personal experience.DON’T send him to an About Us page–put what he needs on the sales page.

You MUST make an offer he’d be loony to refuse. That includes both a killer offer and a strong call to action. Make sure to…

Reveal everything he’ll get, including bonuses, and how each one benefits him.
Talk value instead of price. Your service isn’t another expense–it’s an investment in something important he’s looking to achieve.
Give him a believable reason to buy now, because once he’s left your page he’s probably gone for good.
Eliminate his risk of being disappointed by offering a guarantee.
Walk him through what he needs to do to so he sees just how simple and convenient it is to get started.

While there’s certainly a lot more to it, adding these basic elements will start converting a lot more of your sales page visitors into clients.

*I’m certainly NOT trying to imply that men are distraction-prone and women aren’t. I was just trying to keep the pronouns simple!

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Website Content — 4 Pages That Can Make or Break the Sale

March 16, 2009 15 Comments

Your website can and should be the marketing hub of your business–a place where prospects can go any time of day or night to find out exactly how you can help them. And every page on your website should somehow smooth the path toward the sale.

But four pages in particular are key…

The Home Page

Like a Wal-Mart greeter, your home page needs to immediately convince the visitor she’ll quickly find what she’s looking for before she turns around and walks back out the door.

This means sharing a little about what you do–in your prospect’s language, of course–and why she should care. It also means offering guidance as to where she may want to go next on the site. (Based on your most popular offerings.) And overall, it’s good to keep the layout and navigation simple.

But before she goes to another page, you want to encourage her to sign up for your newsletter. That way you can keep in touch even if she decides not to take action on anything today.

The About Us Page

That’s right–the page we often think about last actually plays an important role in building credibility and enhancing your likability. In fact, one Marketing Sherpa study found that a personable About Us page can boost website conversions 30%!

Remember…people buy from people, not companies. (Plus, they’re generally skeptical about buying from unknown businesses on the internet.) So your About Us page is critical to establishing yourself as an expert and developing the all-important know, like and trust factor.

Here are a few key dos and don’ts:

DON’T post a formal bio (save that for your media page)
DON’T start off with a dense but essentially meaningless mission statement
DON’T post long lists of journal articles, previous speaking engagements or other similar items. Put a link to them on the page instead so visitors aren’t overwhelmed
DO tell them about you– your experience, your story (if relevant) and a little about who you are personally
DO use a more casual, conversational style
DO include a photo or two

Sales Pages

The workhorse of your website–each product or service should have its own sales page. The style and format is designed to minimize distractions, and the copy is makes a compelling logical and emotional case for your offering. The goal is to motivate her to act now–whether that’s buying through an online shopping cart or contacting you for a free consultation.

Unfortunately, sales pages are usually the weakest link in a website–offering a paragraph or two of information and a price or “contact us” for more information.

The problem is…no one wants to email or call you for more information. It takes too much time and she dreads being trapped by a hard-core sales pitch. She won’t bother until she’s fairly sure you can meet her needs. So you need to give her the full scoop upfront. There are a number of key building blocks for a good sales page, which I’ll go over in the next post.

Contact Us

Yes, even the Contact Us page is critical to your credibility. Even if you’ve given them a way to respond on your sales page, people will check it to see if you’re a “real” business. I often look to see where a business is located so I know when a good time to call or email may be.

One huge mistake is NOT having the company name, street address, phone, and email listed. If you’re concerned about privacy, get a UPS box or rent a virtual office. Because not having those items makes your business look sketchy. And more people check than you think.

A second common error is offering a contact form as the ONLY way to contact you. Some people just won’t do it. Plus, the slightest internet breeze seems to break the forms and then no one can reach you at all. That’s why the best route is to offer as much contact information and as many ways for them to contact you as possible.

In short, all four of these pages are essential to creating an effective, website marketing strategy that brings you more clients and more sales.

Next, we’ll talk about the core elements you need for a killer sales page.

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Learn How to Charge What You Deserve and GET IT!

March 10, 2009 Leave a Comment

Thursday, March 12th at 1PM EST

(that’s 10 AM Pacific / 11AM Mountain / Noon Central)

Do you ever find yourself wondering how to…

Leverage your business better to make more money in less time?
Set prices for your products, services and events?
Compete against others who are charging less and less?
Charge what you deserve when everyone’s complaining about the economy?

I’ll be interviewing fee-setting expert Tom Buford of Charge What You Deserve and he’ll share how to break free of the never-ending, “trading dollars for hours” trap.

Because if you’re undercharging for your products and services–even just a little–you could be leaving hundreds or even thousands of dollars on the table. (And who couldn’t use that right now?!) That’s why I’ve asked Tom to reveal the most common mistakes he sees service professionals make–and how to instantly overcome them.

Whether you’re just starting your business or you’re a seasoned pro, his advice can help you add thousands of dollars to your pocket.

He’s specifically promised to cover…

What your market is MOST willing to pay big bucks for
3 simple ways to add value to your services and products
Why yourmarketing funnel is breaking down and how to easily fix it
The 5 simple steps to revving up your profits right now
4 secret strategies to recession-proofing your business

So sign-up right now before you forget! Even if you can’t make the call *LIVE* you will have access to the recording so you can listen at your convenience.

What do you most want to know? Feel free to share in the comments below!

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Celebrate Be Heard Day Today!

March 6, 2009 Leave a Comment

Tomorrow is National Be Heard Day, created by publicist Shannon Cherry to help entrepreneurs, small business owners and solo professionals find their voice, tell their story and be heard. But since tomorrow is a Saturday, she’s thrown the doors open today!

She’s gathered some of her business associates to offer free special gifts to help you build your business and achieve success–16 gifts in all, valued at more than $5,500. (including gifts from yours truly!).

Check it out at www.BeHeardDay.com.

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Grow Your Business with Strategic Referral Partnerships

March 4, 2009 Leave a Comment

You can reach far more prospects if you’re not the only one out there touting your services. That’s why referrals are so great–others are essentially out there marketing for you. But you can also seek out referral partnerships as well.

One of the strategies from last week’s 5 Ways to Get New Clients Now call was to find others who serve the same clients you do. And one of my suggestions was to specifically look for other types of businesses your clients usually need to either get the job done or to get better results (and vice versa).

For example, I would bet a big frustration for nutritionists is getting their clients to follow through on their meal planning and healthy eating. But if the nutritionist has a personal chef she could count on to help her clients reach his goals, her job becomes a lot easier. And the client will be a lot happier because he’ll start seeing better results.

On the flip side, a personal chef whose client is always complaining about not being able to lose weight could benefit from seeing a nutritionist.

So once you’ve identified a type of business to pursue, one of the best ways to contact them is with a postcard mailing.

Reach Out & Touch Them with a Postcard

Postcards are great because they’re fast, easy and automatically stand out in the mailbox. And in this case, you don’t need as much copy to pique their interest.

Start by appealing to their frustration. For example, the personal chef could say something like, “Are you tired of clients who can’t stick with their meal plans because they hate to or don’t have time to cook?”
Briefly introduce yourself and then spell out how your services can help them and their clients. (Don’t assume they’ll make that leap themselves–they’re probably in too much of a hurry to do so.)
Also mention that you frequently need to refer clients to businesses like theirs.
Then give them a call-to-action with at least one way to contact you. You may even want to send them to a page on your website where you have more information, including talking points for them to use with clients.

More good news…using an online service to send postcards is fairly inexpensive. You can design your card and upload your names and the company will print, add postage and mail them.

If your mailing list is small list of names, the US Postal Service website may be the best way to go. I once sent out a mailing of just 10 postcards through the service they’re affiliated with for less than $10.

Of course, you could also go totally DIY by buying some heavier paper (aka cardstock) from the supply store, printing, cutting and mailing them yourself if need be.

For best results, plan to follow-up the first mailing at least twice. You can use another postcard, a phone call, letter or email (depending on what you have) over the next few weeks.

In short, referral partnerships are a win-win for you, the other business owner and the client–and postcards are an easy and cost-effective way to drum some up.

Want to know what else we covered? Sign-up to get a FREE audio recording of the 5 Ways to Get Clients Now…Without Cutting Your Prices call!

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4 Favorite Tools for Online Marketing

Fast, Safe Online Signatures

Download Multiple Files with Just One Click

Fill Out Forms & Log-Ins with One Click

Shorten & Track Your Clicks

If You Liked This, You May Like:

How Are You Going to Finance Your Business in the Days Ahead?

If You Liked This, You May Like:

3 Easy Steps to Create a Bestselling Program or Product

If You Liked This, You May Like:

5 Musts for Turning Sales Page Visitors into Clients

If You Liked This, You May Like:

Website Content — 4 Pages That Can Make or Break the Sale

If You Liked This, You May Like:

Learn How to Charge What You Deserve and GET IT!

If You Liked This, You May Like:

Celebrate Be Heard Day Today!

If You Liked This, You May Like:

Grow Your Business with Strategic Referral Partnerships

If You Liked This, You May Like:

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