Website-ROI-Guy.com

A Confused Mind Says No

I attended the National Speakers Association Illinois Chapter meeting on Friday.  The keynote speaker, Ford Saeks, is an interesting guy.  A former juvenile delinquent, he started a painting company when he was 15, and eventually developed a product to store bikes in a garage vertically.  He owns the patent on another product that combined the bike trailors used to pull a baby with the jogging backpack.  All of that could be the subject of other blog posts.

One of the themes thruout nearly 3 hours of presentations was, "The confused mind says no."  It was probably my biggest takeaway and it reminded me of the presentation that Tim Ash did on landing pages at SES.

People are searching for solutions online.  One of the most important elements of why customers select you is what problems do you solve that people will pay you to make go away.  But, don't confuse them by distracting them from the page's primary purpose.  Readers of this blog have heard me say on more than one occasion that your online message should be about benefits, not features.  Make those apparent by using headlines, bullet lists and bold or highlighted text.

Two popular themes are helping your customer avoid pain or increase pleasure.  And those benefits can be presented in headlines that begin with "7 Keys to..." or "3 Benefits of..." or "Secrets that will...."

Use a separate web page (or even website) to promote the single benefit (avoid pain / increase pleasure) or product.  Saeks told the room full of speakers that they might need separate websites to support diverse presentation topics and at the very least, their "one sheets" should support one speech or presentation at a time.  The same applies to a menu of products or services for non-speaker websites.

Tim Ash talked about landing pages with minimal off-page links or information that did not pertain to the product or service being offered.  Landing page optimization is also about a lack of confusion.

A confused mind says no!

Saeks recommends the book, "Don't Make Me Think: A Common Sense Approach to Web Usability" by Steve Krug.

Bonus stuff:

Saeks says there are 3 keys to successful marketing:

• Message (Why)
• Market (Who)
• Methods (How)

Free offers to get prospects to opt in still work, but e-zine subscriptions are no longer effective.

Article marketing is an effective technique to build website traffic.

Testimonials are great influencers.

"Text sells, graphics create attention."

Here's to increasing your web site's ROI,

-- Kurt Scholle

Recession Proof Your Business - Dan Kennedy

We've been working with customers who have come to us saying that they are challenged by the recession.  I understand their motivation, but I think businesses would be more profitable and websites would attain a higher ROI if they acted like we were in a recession all the time.

My most recent post discussed some observations and tactics by Dan Kennedy, the author and marketing guru who is on tour this week.  One opinion he made that resonated with me is that the economy has been pretty good since about the Reagan administration and even poor sales people succeeded.  Those guys (and gals) are not bringing home the bacon as successfully in today's economy.  Building successful systems will help overcome poor sales staffs.  (Kennedy says there is sometimes one good salesperson of a staff of several)

He says the top reasons people now hate most businesses they give money to are:

• Un-attentive.  Employees talking on cellphones or amongst themselves instead of catering to the customer.
• Ignorance of the product or service.  How many times have you been in an office supply store where several employees could not answer a question?
• Incompetence.
• Duplicity.  A nice way to say "lying."
• Utter lack of followup.

How many of us have similar problems with our staff?

Kennedy claims the middle class is disappearing.  He says 2/3 of the middle class will improve their status and 1/3 will fall to a very price-conscious status and not be a good target audience.  So, marketing to the affluent (the subject of one of his latest books) is important, especially in recessionary times.

His prescription for Recession Immunization: Reassess WHO you sell to, WHAT you sell, HOW you sell it and how you FOLLOWUP.  With regard to WHO to sell to, sell to BUYERS; including your own or past BUYERS.  Also sell to other peoples BUYERS, which can include competitors but also BUYERS of compable products and services.

For more on identifying buyer decision makers, read "Selling to VITO" (Very Important Top Officer) by Anthony Parinello.  (i see that he also has another book out "Getting to VITO: 10 Steps to VITO's Office")Getting to VITO (The Very Important Top Officer): 10 Steps to VITO's Office)

To succeed in selling to affluents who may not be as price conscious, Kenndy says you need to answer the biggest question affluents have about new vendors.  The biggest question is, "Will he/she do what they say they'll do after the sale?"  You can demonstrate it pre-appointment, at appointment, immediately after the appointment and continuing immediately after the sale.

Demonstrating what you will do after the sale will help eliminate price objections, which helps build your ROI in any economy.

-- Kurt Scholle, Website ROI Guy

Sales Success Strategies According to Dan Kennedy

I'm a fan of Dan Kennedy and his series of No B.S. books on marketing and sales.  I've read most of them after a couple of customers suggested them several years ago.  I've blogged about attending monthly Glazer-Kennedy chapter meetings and the discussions we have on marketing and sales success.  It's a great opportunity to learn and network.

Kennedy is on a "4 Cities in 4 Days" tour this week that is sponsored by Infusionsoft, arguably the best integrated CRM tool on the Internet.  We've worked with customers using Infusion.

We also LOVE AWeber and have a number of customers using 1shoppingcart with great success.

He also promoted his recent books,

1.	No B.S. Marketing to the Affluent: The No Holds Barred, Kick Butt, Take No Prisoners Guide to Getting Really Rich

 and 

No B.S. Ruthless Management of People and Profits: The Ultimate, No Holds Barred, Kick Butt, Take No Prisoners Guide to Really Getting Rich (No B.S.)

Kennedy had 2 presentations.  The morning session dealt with the sales process.  The afternoon session focused on marketing to the affluent.  I thought I'd share some of what Kennedy presented.

He thinks many markets are in trouble because companies do not interact with their customers regularly.  He cited examples of buying four cars at four different dealerships in the past four years and hasn't heard from any of them since.  It occurred to me that my dealer hasn't stayed in touch much except for a "Thanks for your business" letter shortly after I bought my Grand Cherokee.  He also cited other cases where realtors, banks, restaurants and clothing stores where he typically spends $1,000 or more have not stayed in touch.

He talked about how most businesses have an operations system, even if it's someone turning on the lights and making coffee first thing in the morning but most businesses don not have a marketing system. (I couldn't agree more)

Kennedy says most businesses don't have marketing plans for 2 or 3 primary reasons:

1. It's a lot of work.
2. It's complicated.  People want simple solutions.

But here's an advantage.  YOUR competitors will not compete against your marketing for the same reasons!

Other nuggets from the morning session...

Build Trust - Do this with repeated touches.  Like Jeffrey Gitomer, Kennedy promotes building trust to as a key to building sales.  Demonstrate what you will do AFTER the sale.

Don't Discount - He says many businesses make this mistake.  When you're doing fewer transactions, you need to make more profit per sale.  Defend your prices and even consider raising them.

He polled the crowd, asking how many people are not following up as well as they'd like.  Almost everyone in the room raised their hand.  Everyone in the room wanted to do it better, but cited a lack of time, cost, copywriting and "fear of No" as stumbling blocks.  That's another opportunity for you to exploit.

I always preach that building traffic and converting it to sales as the best top level goals for Website ROI.  Here are two Important Takeaways from Kennedy's morning session that support those tactics.

1)  Develop and execute a marketing plan, which should include staying in touch with current and former customers.  It's good for business and your competitors probably won't be able to match your efforts.

2)  Develop a followup system.  It helps your marketing system succeed. Be responsive and touch your prospects several times.  "Let me think about it." is not always a "No."  Sometimes it means your prospect wants to think about it.

Websites can and should be an integral part of marketing plans and followup systems.

I'll post more about his presentations, but I also urge you to read his books on sales letters, marketing plans, wealth creation and time management.

-- Kurt Scholle, Website ROI Guy

Effective Website Content Creation

Creating content for a website is the biggest impediment we have in building websites.  But great content is a key to converting website traffic to customers, volunteers, donors, etc.  Some people are not writers, some are afraid "the boss won't like what I write," many have trouble envisioning what their words will look like on a site that is still being designed and they cannot see.  It's not a problem if you employ a copywriter or buy your cousin a six-pack and a bag of Fritos to do it.

You may need to wait until the site is designed before you finish writing content, but that could delay implementation.  We usually try and get Home page content and text for an interior page that's included in design comps.  We think that helps content developers visualize the final output on at least a few pages.

Sometimes, a wireframe is used.  Wireframing is the use of a page layout without design elements such as images, background colors, etc.  A wireframe will usually have tables and cells where content will go in the future.  Seeing it plugged into those places also helps visualization.

But even if you can use these visualization options, knowing what to write can be a challenge.

I've been working with a client on content creation for her landscaping website.  One of the things we include with the content files we send customers is a 2-3 page article I wrote on writing effective website content.  (E-mail me if you'd like a copy)  Many of the recommendations involve 'chunking' information - people want information, especially a website in bite-sized pieces:

• Headlines
• bullet points
• short paragraphs
• effective images to enhance the message

Chunking helps visitors get a quick take on what your site or web page is all about.  Some say to try and tell your entire story with a headline or 2, a bullet list and some bolded text.  In this day and age, people just don't read as much as they did - they want quick.  Be very careful of long content.  Although, some of the top Search Engine Optimization specialists will tell you that you need 700-900 words on a webpage.  (That's the subject of a whole other blog post)

But once your visitor becomes engaged, it's important to continue the seduction.  (Yes, it's seduction!  Please don't tell my wife!)  Telling stories help you relate to your prospects.  Case studies, white papers and testimonials are effective too.

More on writing effective website content in a future post.

-- Kurt

Increase Website ROI With Updated Copywriting

One of the best ways to improve a website and increase your ROI is to revise your copywriting.  All too often, a site's content is never updated.

Here is an exercise that we often do to begin developing content for a site that you may find useful.  Approach the page as if you can only write a headline and 3-5 bullet points per page.  Top copywriters often say that you should be able to tell your whole story using headlines, bullet points and a few bolded phrases.

Begin with a headline that presents the Unique Selling Proposition (USP) or benefit.  Think “scratching the itch.”  Your visitors are coming to your site for a solution.  Make sure you tell them that you can do it!  You could even use your positioning statement in the main headline of the Home page and perhaps a variation of headlines on interior pages.  Secondary headlines are great for slight changes in message.

Your headlines need to be specific and present benefits.  If you're in the landscaping business, try something like “Professional Landscape Design Yields Stunning Outdoor Living.”  This also gets some keywords in.  Then a secondary headline could be something like, “Our Experience Helps You Decide What Works in What Environment.”

“Increase the value of your home and enjoy it maintenance free!” projects 2 benefits.  Follow it up with “Spend more time in your hammock and less time behind your wheel barrow.”  Or “Spend more time with a cool drink in your hand and less time with a rake.”  You could even  use a picture of someone with a rake in one hand and an iced tea in the other.

Consider using a secondary headline that appeals to an emotion. “The Garden Club Will Envy You!”

So once you’ve written a headline or 2 for each page of the site, write a bulleted list, usually a benefits or services list, for each page. (these are over-simplified)

•  We have specialists for each job in your garden
•  We have the tools and the trucks
•   Our landscape designs have won awards

• amazing grill pits
• serene garden streams
•  comfortable gazebos

Then think of what you want your customer to do and ask them to do it.  It has to be more compelling than, “Call today for your free quote.”  Instead, "Let us show you how you’ll…(benefit)”  You may also put up some FAQs and encourage visitors to contact you for their specific situation.  Then give them a phone number, email link or form (like a needs analysis) to work on.  You’re pointing them in the right direction.

Once you have your headlines, bullet points and callouts, add at least one testimonial per page.

Then, pour yourself a cold one.  You’re done!

People Buy What They Want, Not What They Need

Here's something I learned while looking up other things. 

A guy is blogging today about Internet marketing being all about selling benefits; of creating new needs and wants.  And then goes further to say that you can reinforce those needs by selling them ideals. (EG: a Hummer is not just transportation, it's a coveted lifestyle or wearing Nike jogging shoes does not necessarily mean that you are a runner)

He quotes William Feather, "The philosophy behind much advertising is based on the old observation that every man is really two men - the man he is and the man he wants to be."

I assume that applies to women, as well.

I find that interesting, especially in light of something i read last week and wrote down in my journal: "People buy what they WANT, not what they NEED.  Find out what they are buying and convince them to buy from you."

That's a great perspective regardless of whether you're selling online or now.

Feathers' quote was not made with the Internet in mind.  Depending on the source, William Feathers died in either 1976 or 1981.  And while I like the quote above, I like this one just as much, "Success seems to be largely a matter of hanging on after others have let go."  Perseverance and frequency of message are important to (website) success.

Feathers is also quoted as saying, "Early morning cheerfulness can be extremely obnoxious."  We'll comment on that in a future post!

-- Kurt Scholle

Test Your Marketing & Improve Conversion by Sitting on the Hotseat

I'm a fan of author and information marketer, Dan Kennedy.  Kennedy and his partner Bill Glazer have built an enviable franchise, including books, newsletters, conferences, training, etc.  And around the country, there are Glazer-Kennedy Inner Circle Chapter Meetings where everyone has a chance to discuss marketing, exchange ideas and to network.  In Chicago, the northwest chapter meets on the 4th Tuesday of the month at Arrowhead Golf Course in Wheaton.

One of the highlights of the night is "Hot Seat," where someone brings in examples of their marketing for review, criticism and suggestions.  Everyone who has been thru it says they have learned alot and benefited from it.  They think they've sold more and saved on the associated costs.  I doubt that every suggestion is used, but everyone gains by hearing the opinions and suggestions, most of which are "Kennedy-esque." 
Many share their own experiences.  It's similar to a Mastermind group.

Last night, Natalia shared a brochure she was working on for her law firm, specializing in wills and trusts.  It was a fun piece that highlighted the potential pitfalls of a divorce, your son's credit card situation or the spending habits of a new wife.  The room suggested headline changes that were just terrific, layout tweaks, direct mail lists and revised calls to action.  Someone even suggested using a different domain name for her website that was more descriptive.  Natalia was just beaming when she sat down and looked like she was really stoked to start work on updating her piece.

Another hotseater, a Realtor named Mike, shared a postcard and a sales letter he uses to generate listings.   The postcard is based Craig Proctor's real estate training and the letter (actually a 4-page newsletter) was based on Dan Kennedy's training.  In general, we thought both pieces were a little wordy and could benefit from more white space and chunking.  Chunking is the idea of presenting information that can quickly be assimilated using headlines and bullet points.  It's effective on web sites, in direct mail, display advertising and even business letters.

I think both could benefit from split testing or sending out 2 versions of marketing materials and testing the results.  You then throw out the loser and test the winner against a new idea or design.  Sometimes changing a headline or even a single word can improve conversion noticeably.

Both of the presenters had invested time in developing their strategies and marketing materials.  The Realtor has had success, claiming to get 30 calls and 10 listings for every 500 cards he sends out.  And Natalia's brochure was better than most of the stuff I've seen and studied.

They both got important objective feedback and a list of ideas to consider as they tweak their campaigns.  How can you get the same kind of objective feedback?  And don't forget, this group is interested, if not passionate, about marketing - so there is some level of experience behind the opinions and recommendations.

We seek objective feedback when we design websites.  It helps us revise designs before we even share them with customers, but it also gives our customers qualified feedback from people who are outside their sphere of influence.  We ask between 10 and 20 former customers who have been thru our process, marketers, designers, astute business people and others.  We benefit and so do our customers.

So, again I ask.  Where will you get similar feedback for your projects?

-- Kurt Scholle, the Website ROI Guy
   WebAsylum.com

5 Biggest Website Mistakes and How To Avoid Them - #3 No "Call To Action"

If you avoid the mistakes most people make with their websites, you'll improve your website as easily and effectively as anything else you can do.  This is an excerpt of my free 5-part course on WebAsylum.com that teaches you the mistakes and gives you website design and strategy tips that will help you improve website ROI.

The 5 excerpts on the blog are just the tip of the iceberg.  You'll get more information, including bonus material and case studies by signing up for the email course.

Turn the 5 Biggest Mistakes People Make With Their Websites into positives. Here is an excerpt from Part 3 of the 5 Biggest Mistakes Most People Make With Their Website - No Call To Action:

Mistake #3: No “Call to Action.”  A successful, ethical salesperson will build relationships that lead to sales and referrals.  That’s part of what networking is all about, whether you belong to a leads group, country club, house of worship or even if you frequent the corner bar.  Those organizations and others allow you to build your personal and/or company brand usually in a face-to-face manner.  You begin to develop a reputation that leads to likeability and trust.   Essentially, you have built brand awareness and brand power.

The Internet is a terrific way to begin an engagement, but it also expands your territory.  Suddenly your market is not confined by any geographic restraints.  The world is your oyster!

There are many good ideas for beginning productive relationships online.  Here are a few:

Newsletter subscriptions.  Put a signup box on your website for people to subscribe to a periodical you provide. Use a CRM service (Customer Relationship Management) that allows you to manage these signups and deliver your e-book, newsletter, whitepaper, etc.

Conduct a survey.  People love to give their opinion and there are so many affordable services that can get you up and running in minutes.  You can often customize a survey using your CRM vendor.  You can also use the results of your survey as a marketing tool by sending out a press release with the results. 

Offer free online training.  You can position yourself as an authority with training that is delivered via sequential autoresponders.  Just write each course or chapter as an auto-responder and then send people who sign up occasional updates and offers.  Stay in touch with them when the training is over!

Online Forms can be used as a survey (described above) but a great alternative is using a form as a needs analysis.  One popular forms application is a Request For Proposal. (RFP)  A hotel or banquet hall uses them as the beginning of a dialogue leading up to a reception, company party, reunion, etc.  A manufacturing firm uses them to begin a proposal to build something.  Public speakers use them to learn about an event opportunity.  Realtors use them to qualify buyers and sellers.  All of them begin relationship with prospects.

For more information on fixing the "Call To Action" mistake, sign up for our free 5-part course.  And if you'd like it "Done4You", please email me.

-- Kurt Scholle (the Website-ROI-Guy)
   www.WebAsylum.com