Three Things Every Business Owners Must Know to be Successful

When you build a home, you follow the specific steps outlined in the blueprint. And when you do, you build the home of your dreams. This applies to your business as well. In order to build a highly successful and profitable business, you need to develop a business blueprint.

As with most home blueprints, there are 3 major considerations that must be addressed to create that dream home. There’s the foundation upon which the home will be built… there’s the overall structure such as the walls and roof that creates and defines the interior living space… and finally there’s the basic components that complete the structure such as plumbing, wiring and so on.

What you need to know…

A business is no different. There are 3 structural components that every business must have to attain success. The business must be unique (foundation)… it must offer value (structure) to prospects and clients… and it must be able to communicate (components) that it’s unique and offers value.

The main reason prospects buys what you sell is that they “want” it. Prospects want to feel special, so they will buy a product or service that meets their “unique wants.” Then they will buy it from you, but only IF you offer them the most value. If you aren’t unique, and you don’t offer extraordinary value, then you’re forced to compete solely on price. A business simply won’t thrive unless it’s unique, offers exceptional value and communicates both to prospects and clients.

Why you need to know this…

Highly successful businesses find ways to separate their business from their competition. They find ways that enable them to literally dominate their market. They learn the process that can make them unique; help them create extraordinary value and be able to communicate both of those in every marketing message they create.

Building a highly successful business is simple. In fact, it’s nothing more than a step-by-step process. However, it does take some effort on the part of the business owner. Unfortunately, they don’t know what they don’t know, so they must find a way to gain the specific knowledge, skills and support they need to be successful. Our E-Learning Marketing System™ does just that.

The cost to you if you fail to act…

Do you want to spend the rest of your life competing on price?

Do you know specifically what your prospects “want” from your business?

Do you know how to properly innovate your business?

Do you have any idea how to tell if your proposed innovations will produce a positive Return On Investment (ROI)?

If you don’t innovate, and are forced to forever compete on price, what will be the future costs to your business if that happens?

How would you like to learn how you can develop these critical skills?

The process to learn these skills is actually quick and easy through the E-Learning Marketing System™ Business Coaching Program. In fact, we would be honored to share our expertise with you to demonstrate our capabilities in this area.

The problem that most small business owners have is they don’t understand how to make their business unique… create extraordinary value… or properly communicate their message to their prospects.

Let us give you that information by simply listening to the expert. Earl Hall is one of the leading authorities when it comes to helping business owners grow successful businesses.

In this brief webinar recording, he reveals the exact process we use to help business owners all over the world create a business that’s unique, offers extraordinary value and effectively communicates that message. In no time, you will be attracting more clients and making more money than ever before.

To take a Test Drive on our system visit http://shockmybusiness/guidedtour

To your success,

Tim Wesley

P.S. Please remember that at any time you feel ready and qualified to move forward and acquire the professional help that can enable you to build the business of your dreams, just click here and check out our E-Learning Marketing System™. It’s helping small business owners just like you get the answers and the help they need to build the business they have always wanted.

We created the E-Learning Marketing System™ with the perfect combination of online resources, tools and support to get you out of any financial distress you’re presently experiencing… help you get laser-focused on your highest income-producing activities… and help you develop and then apply the fundamentals that build multimillion dollar businesses. click here to see for yourself.

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SHOCK Your Business to Create Growth!

I made a really bold claim right from the start that everything you have ever learned… everything you have ever been taught… and everything you have ever been told about marketing is WRONG!

I asked you to watch a 73 minute video (click here to watch) that I hoped would prove this to you beyond any reasonable doubt, and teach you the proper steps to take to make marketing work for your business.

I then pointed out some of the main points made in that video, such as the purpose of marketing is to help facilitate your prospects’ decision-making process. I said there were two additional ways to look at marketing’s purpose… to enter the conversation taking place in the head of your prospect… or to answer the number one question on your prospect’s mind at just the right time.

All of these do an excellent job of defining the real purpose when it comes to marketing your business.

Unfortunately, most marketing doesn’t do this at all, and explains why so many businesses struggle to generate leads and close sales.

We then began a lengthy discussion about the three fundamentals of marketing…

  • have something good to say
  • say it well
  • say it often

To have something good to say means that your business MUST be unique when compared to all the others who sell what you sell.

You must be different… there must be something that separates your business from all of your competition.

Then once you have something good to say about your business, now you have to say it well.

Unfortunately, most businesses DON’T!

They saturate their marketing with platitudes such as highest quality, lowest prices, family owned and operated… and these platitudes are absolutely meaningless to most prospective buyers.

I then gave you a “magic formula” that would bestow upon you the unprecedented ability to “say it well” for your remaining days as a business owner… the Conversion Equation.

Interrupt, Engage, Educate and Offer is the way to format every piece of marketing you create… from ads, letters and emails to brochures, flyers and especially your website.

The Interrupt refers to an attention-grabbing headline – it MUST be problem-based and focused on a major hot button for the prospects you’re targeting.

The Engage is a subheadline that promises a solution to the problem referenced in the headline.

The Educate part of your marketing provides the solution and backs it up with evidence and proof.

And the Offer must be compelling and provide VALUE to the prospects you target.

To help you write powerful and compelling headlines and subheadlines yourself, I passed on my “insider tip” to help you.

Prospects basically have just two things on their mind…

a problem they have and don’t want

a solution they want and don’t have

Your headline should highlight the MAJOR problem they have and don’t want, and your subheadline should promise them the solution they want but don’t have.

I also offered you my Marketing Message Starter Kit to help you with your future marketing (Click here to download).

I showed you before and after website examples where the “before” represented a typical business website… and then the “after” where we applied the Conversion Equation (Click here to review the two websites again).

In the psychologist’s “before” site, he attempts to target ALL of the prospects who may have a need for one or more of his services.

But in the “after” site, he addresses only the parents with kids suffering with emotional and behavioral problems, and therefore gains the ability to speak to them directly and target their hot button, problem-based issues.

But then I said that the real key to the success of the “after” site is the Informational Offer!

This has to do with the Buyer’s Journey… the single, most important visual you need as a business owner in order to dominate your market (Click here to review).

This is a visual representation of your prospect’s decision-making process, and it’s the way most prospects decide whether or not they will buy what you sell.

They typically start on the left side and slowly progress to the right side.

But look what 99% of prospects are really searching for – INFORMATION!

Information is actually referring to “evidence”… the prospect is looking for evidence or proof that you truly offer them the best deal (aka – the most value for the money they will pay you).

This is called “strategic marketing,” and if you will learn how to execute a strategic marketing campaign, you will see anywhere from a doubling to a ten to fifty fold increase in your leads and sales… and here’s why.

Most prospects DON’T buy the first time they see an ad (or the second, third, fourth or fifth).

It often takes multiple marketing messages before someone decides to buy what you sell.

But most businesses these days don’t have multimillion dollar ad budgets like the big companies do… and yet they keep trying to market the same way they do.

Small business owners have to get smart about their marketing.

They need to adopt what we call “direct response marketing,” where you offer something of tremendous interest or of a highly compelling nature that entices qualified and interested prospects to request your offer in exchange for their contact information such as their first name, email address, home address, phone number or whatever is appropriate for your type of business.

Now the business owner can start marketing to this smaller, select group of prospects more often and at a lower cost.

This process will dramatically increase leads and produce far more sales than standard marketing ever will.

Finally, after you “say it well,” fundamental #3 says you have to “say it often.”

This is simply referring to the power of “repetition.”

Fortunately, when you follow the Conversion Equation of Interrupt, Engage, Educate and Offer, you don’t have to use as much repetition to get your message across when compared to most advertising that relies strictly on branding.

But here’s the problem… how can a small business owner afford to do that?

The answer – implement what we refer to as a “drip campaign.”

A drip campaign involves staying in touch with your interested prospects… the ones that requested your informational offer.

That’s why you want to offer information to your prospects when it’s appropriate, so you can capture their contact information and then convert them into customers by staying in touch with them… reminding them of the benefits of your product or service… and helping them down their Buyer’s Journey until they finally arrive at the point where they’re ready to buy.

But what type of information do you send your prospects through a drip campaign?

Simple, you use the information in the informational offer you sent them originally.

You simply take individual components from that offer and remind and reinforce them to your prospects.

This is hard to explain, so I showed you an actual example of this.

Remember the Sunroom Guide…

Click here to review it again.

Look at the various sections again in this Guide.

Then click here to see a postcard drip campaign that highlights and reminds the prospect about the benefits in the Guide…continues to overcomes their objections… and even reinforces WHY the prospect should use this sunroom contractor over their competition.

Notice also how EACH postcard follows the Conversion Equation of Interrupt, Engage, Educate and Offer.

If I owned a sunroom company, I would invest in a Facebook pay-per-click campaign where I would place an ad on Facebook… send prospects that clicked on that ad to my website where I would offer them my FREE Sunroom Idea Guide.

They would have to enter their first name and email address to download the guide, and I would capture their information and immediately begin my drip campaign to them.

Sure, I truly hope my Idea Guide will convince them to buy one of my sunrooms, but the reality is that sunroom prospects often take months and possibly years before they’re ready to buy a sunroom.

Well, during that interim period, I plan to stay in touch with them… nurture them by reminding them of all the fabulous benefits my sunrooms offer… overcoming their objections along the way… and emphasizing to them why they should buy their sunroom from me and not my competition when the time does come for them to buy.

And by following this strategic marketing campaign, I will ABSOLUTELY dominate the entire sunroom industry… guaranteed!

Now do you agree with me that everything you have ever learned… everything you have ever been taught… and everything you have ever been told about marketing is WRONG!

But now you know the RIGHT way to market, and if you will follow my process outlined here, you too will position your business as the dominant force in your industry.

Previously, I offered to jump on the phone with you and perform a complete evaluation on your marketing and your website. It is still available!

It’s 100% free and I promise it doesn’t come with any type of sales pitch.

Using the Conversion Equation, I can show you exactly what to do with your website and marketing collateral that could double or triple the number of prospects who respond to your marketing.

Fill out the short evaluation request form at http://www.shockexpert.com/contact/

Best wishes,

Tim Wesley

How Did Starbucks Build A Multimillion Dollar Empire Using A Basic Commodity?

You can buy a cup of coffee at 7-11, Quik-Trip, Dunkin Donuts and even McDonalds… and buy it for $3.50 less than you can at Starbucks. So WHY are so many people Starbuck junkies?

Why is every airline bankrupt or nearing bankruptcy, and yet Southwest has made a profit every quarter but one since it started flying its planes in 1971? How did Apple come back from the dead and resurrect itself so it now sits at the top of the communications world?

What you need to know…

Starbuck’s didn’t just happen to get “lucky.” This was a very carefully planned and crafted assault that was years in the making. In most cases, when you sell a basic commodity such as coffee, you’re forcing yourself into a market that competes on nothing but price.

Well, that’s what everyone else was indeed doing. 7-11, Quik-Trip, Dunkin Donuts and McDonalds were locked in battle to see who could offer the cheapest cup of coffee. In fact, most of them were providing it at cost as a way to entice customers to come in more frequently. They figured they could make up the lost profit with additional sales.

Starbucks looked at this and said “these guys are all fighting over who can offer a 50 cent cup of coffee. I wonder how we can get these same people to buy our coffee… and pay us $4 a cup in the process?”

Why you need to know this…

Obviously, they were successful. So how did they do it? In a word… “INNOVATION!”

If you want your business to grow and flourish, then you must stop competing on price. You have to find out specifically what your customers “want” from your business, and then innovate your business to not only give them what they want, but do so in a way that can only be described as “extraordinary.”

Customers don’t go to Starbucks to pay $4 for a cup of coffee. They pay $4 for the “experience” they enjoy at Starbucks. Starbucks innovated their stores to give their customers what they “wanted.” Customers don’t want to buy their coffee from a clerk. They want to buy it from a “barista.” They don’t want to buy coffee from a convenience store or a fast food restaurant. They want to buy their coffee from a specialty coffee establishment where the barista knows them by name and knows what they want to drink without them having to ask for it.

In short… they want an “experience,” and they’re willing to pay $4 a cup to get it.

The cost to you if you fail to act…

  • Do you know exactly how to find that “sweet spot” that your competition knows nothing about?
  • Do you know how to use that “sweet spot” to instantly attract new clients whenever you want?
  • Would you like to finally understand how to separate your business from all of your competition?
  • Would you be interested in positioning your business for market dominance?

You can learn to do this for your business… IF you can discover specifically what your customers want… and create an experience that compliments what they want.

To take a Test Drive on our system visit http://TWfics.com/guidedtour

To your success,

Tim Wesley

P.S. Please remember that at any time you feel ready and qualified to move forward and acquire the professional help that can enable you to build the business of your dreams, just click here and check out our Brand New S.H.O.C.K. E-Learning Marketing System™. It’s helping small business owners just like you get the answers and the help they need to build the business they have always wanted.

I created the S.H.O.C.K. E-Learning Marketing System™ with the perfect combination of online resources, tools and support to get you out of any financial distress you’re presently experiencing… help you get laser-focused on your highest income-producing activities… and help you develop and then apply the fundamentals that build multimillion dollar businesses. click here to see for yourself.

Big Picture Summary

For the past few weeks I have been discussing the fundamentals of marketing in depth.

Let me pull all of the information together into a big picture summary for you so it all makes sense.

I made a really bold claim right from the start that everything you have ever learned… everything you have ever been taught… and everything you have ever been told about marketing is WRONG!

I asked you to watch a 73 minute video (click here to watch) that I hoped would prove this to you beyond any reasonable doubt, and teach you the proper steps to take to make marketing work for your business.

I then pointed out some of the main points made in that video, such as the purpose of marketing is to help facilitate your prospects’ decision-making process. I said there were two additional ways to look at marketing’s purpose… to enter the conversation taking place in the head of your prospect… or to answer the number one question on your prospect’s mind at just the right time.

All of these do an excellent job of defining the real purpose when it comes to marketing your business.

Unfortunately, most marketing doesn’t do this at all, and explains why so many businesses struggle to generate leads and close sales.

We then began a lengthy discussion about the three fundamentals of marketing…

  • have something good to say
  • say it well
  • say it often

To have something good to say means that your business MUST be unique when compared to all the others who sell what you sell.

You must be different… there must be something that separates your business from all of your competition.

Then once you have something good to say about your business, now you have to say it well.

Unfortunately, most businesses DON’T!

They saturate their marketing with platitudes such as highest quality, lowest prices, family owned and operated… and these platitudes are absolutely meaningless to most prospective buyers.

I then gave you a “magic formula” that would bestow upon you the unprecedented ability to “say it well” for your remaining days as a business owner… the Conversion Equation.

Interrupt, Engage, Educate and Offer is the way to format every piece of marketing you create… from ads, letters and emails to brochures, flyers and especially your website.

The Interrupt refers to an attention-grabbing headline – it MUST be problem-based and focused on a major hot button for the prospects you’re targeting.

The Engage is a subheadline that promises a solution to the problem referenced in the headline.

The Educate part of your marketing provides the solution and backs it up with evidence and proof.

And the Offer must be compelling and provide VALUE to the prospects you target.

To help you write powerful and compelling headlines and subheadlines yourself, I passed on my “insider tip” to help you.

Prospects basically have just two things on their mind…

a problem they have and don’t want

a solution they want and don’t have

Your headline should highlight the MAJOR problem they have and don’t want, and your subheadline should promise them the solution they want but don’t have.

I also offered you my Marketing Message Starter Kit to help you with your future marketing (Click here to download).

I showed you before and after website examples where the “before” represented a typical business website… and then the “after” where we applied the Conversion Equation (Click here to review the two websites again).

In the psychologist’s “before” site, he attempts to target ALL of the prospects who may have a need for one or more of his services.

But in the “after” site, he addresses only the parents with kids suffering with emotional and behavioral problems, and therefore gains the ability to speak to them directly and target their hot button, problem-based issues.

But then I said that the real key to the success of the “after” site is the Informational Offer!

This has to do with the Buyer’s Journey… the single, most important visual you need as a business owner in order to dominate your market (Click here to review).

This is a visual representation of your prospect’s decision-making process, and it’s the way most prospects decide whether or not they will buy what you sell.

They typically start on the left side and slowly progress to the right side.

But look what 99% of prospects are really searching for – INFORMATION!

Information is actually referring to “evidence”… the prospect is looking for evidence or proof that you truly offer them the best deal (aka – the most value for the money they will pay you).

This is called “strategic marketing,” and if you will learn how to execute a strategic marketing campaign, you will see anywhere from a doubling to a ten to fifty fold increase in your leads and sales… and here’s why.

Most prospects DON’T buy the first time they see an ad (or the second, third, fourth or fifth).

It often takes multiple marketing messages before someone decides to buy what you sell.

But most businesses these days don’t have multimillion dollar ad budgets like the big companies do… and yet they keep trying to market the same way they do.

Small business owners have to get smart about their marketing.

They need to adopt what we call “direct response marketing,” where you offer something of tremendous interest or of a highly compelling nature that entices qualified and interested prospects to request your offer in exchange for their contact information such as their first name, email address, home address, phone number or whatever is appropriate for your type of business.

Now the business owner can start marketing to this smaller, select group of prospects more often and at a lower cost.

This process will dramatically increase leads and produce far more sales than standard marketing ever will.

Finally, after you “say it well,” fundamental #3 says you have to “say it often.”

This is simply referring to the power of “repetition.”

Fortunately, when you follow the Conversion Equation of Interrupt, Engage, Educate and Offer, you don’t have to use as much repetition to get your message across when compared to most advertising that relies strictly on branding.

But here’s the problem… how can a small business owner afford to do that?

The answer – implement what we refer to as a “drip campaign.”

A drip campaign involves staying in touch with your interested prospects… the ones that requested your informational offer.

That’s why you want to offer information to your prospects when it’s appropriate, so you can capture their contact information and then convert them into customers by staying in touch with them… reminding them of the benefits of your product or service… and helping them down their Buyer’s Journey until they finally arrive at the point where they’re ready to buy.

But what type of information do you send your prospects through a drip campaign?

Simple, you use the information in the informational offer you sent them originally.

You simply take individual components from that offer and remind and reinforce them to your prospects.

This is hard to explain, so I showed you an actual example of this.

Remember the Sunroom Guide…

Click here to review it again.

Look at the various sections again in this Guide.

Then click here to see a postcard drip campaign that highlights and reminds the prospect about the benefits in the Guide…continues to overcomes their objections… and even reinforces WHY the prospect should use this sunroom contractor over their competition.

Notice also how EACH postcard follows the Conversion Equation of Interrupt, Engage, Educate and Offer.

If I owned a sunroom company, I would invest in a Facebook pay-per-click campaign where I would place an ad on Facebook… send prospects that clicked on that ad to my website where I would offer them my FREE Sunroom Idea Guide.

They would have to enter their first name and email address to download the guide, and I would capture their information and immediately begin my drip campaign to them.

Sure, I truly hope my Idea Guide will convince them to buy one of my sunrooms, but the reality is that sunroom prospects often take months and possibly years before they’re ready to buy a sunroom.

Well, during that interim period, I plan to stay in touch with them… nurture them by reminding them of all the fabulous benefits my sunrooms offer… overcoming their objections along the way… and emphasizing to them why they should buy their sunroom from me and not my competition when the time does come for them to buy.

And by following this strategic marketing campaign, I will ABSOLUTELY dominate the entire sunroom industry… guaranteed!

Now do you agree with me that everything you have ever learned… everything you have ever been taught… and everything you have ever been told about marketing is WRONG!

But now you know the RIGHT way to market, and if you will follow my process outlined here, you too will position your business as the dominant force in your industry.

And listen, my earlier offer to jump on the phone with you and perform a complete evaluation on your marketing and your website is still available.

It’s 100% free and I promise it doesn’t come with any type of sales pitch.

Using the Conversion Equation, I can show you exactly what to do with your website and marketing collateral that could double or triple the number of prospects who respond to your marketing.

Just click here and fill out the short evaluation request form.

Talk to you then.

Tim Wesley

Do Just This One Thing and Your Sales Will Explode

Over the past several weeks, I have been writing about the fundamentals of marketing…

  • have something good to say
  • say it well
  • say it often

Last week, I posted an article on the second fundamental… say it well.

Now let’s discuss fundamental #3… say it often.

This is simply referring to the power of “repetition.”

Let’s face it, all of us are bombarded every day with marketing messages.

Experts claim we’re exposed to approximately 3,000 ads every day.

That’s why most of us completely ignore and simply tune out most if not all marketing messages.

There’s just too much clutter, so you have to use repetition to break through it all.

Why do you think you see the exact same ad on TV day after day?

Prospects have to see an ad more than 20 times before it even begins to sink in.

Have you ever had a favorite ad that you found funny or heartwarming, but then discovered you couldn’t name the product or service it was promoting?

Repetition is CRITICAL if you want your marketing to be successful.

Fortunately, when you follow the Conversion Equation of Interrupt, Engage, Educate and Offer, you don’t have to use as much repetition to get your message across when compared to most advertising that relies strictly on branding.

But you still have to place your marketing in front of your prospects 3 to 6 times to insure you break through all of the marketing clutter.

But here’s the problem… how can a small business owner afford to do that?

These days, marketing isn’t cheap, and it’s getting more expensive every year.

The answer – implement what we refer to as a “drip campaign.”

A drip campaign involves staying in touch with your interested prospects.

OK… but who are your interested prospects?

They’re the ones that requested your informational offer we discussed previously.

That’s why you want to offer information to your prospects when it’s appropriate, so you can capture their contact information and then convert them into customers by staying in touch with them… reminding them of the benefits of your product or service… and helping them down their Buyer’s Journey until they finally arrive at the point where they’re ready to buy.

Remember the Sunroom Contractor from my previous posts?

Think about this… how many people are ready to plunk down $30,000 for a sunroom on any given day?

Obviously not many, which is why that contractor offered a Sunroom Idea Guide in order to entice prospective sunroom purchasers to identify themselves by requesting that guide.

The contractor had them go to a specific landing page and enter their first name and email address so they could instantly download that guide.

Then after capturing that contact information, the contractor could begin a dedicated and continuous drip campaign whereby each prospect would receive additional information targeting specific details about purchasing a sunroom while highlighting and reminding the prospects about the benefits of owning a sunroom.

But what type of information do you send your prospects through a drip campaign?

Simple, you already have ALL of the information you need… it’s all in the informational offer you sent them originally.

You simply take individual components from that offer and remind and reinforce them to your prospects.

Let me show you an actual example of this.

Remember the Sunroom Guide I showed you previously…

Click here to review it again.

Look at the various sections again in this Guide.

Then click here to see a postcard drip campaign that highlights and reminds the prospect about the benefits in the Guide…continues to overcomes their objections… and even reinforces WHY the prospect should use this sunroom contractor over their competition.

Notice also how EACH postcard follows the Conversion Equation of Interrupt, Engage, Educate and Offer.

By the way, postcards would be just one type of drip campaign this sunroom contractor could employ.

This EXACT same information could just as easily be sent out in the form of a flyer, a brochure, email or direct mail… or even as a radio or TV advertisement.

The information would remain the same… only the medium with which the messaging is delivered would change.

Next time, I will provide you with a full and complete summary of all the marketing information I’ve provided to you so far and give you the “big picture overview” that will bring all of this together.

Tim Wesley

P.S. –  I am close to publishing my 2nd marketing book?

I still need 2 final case studies for my publisher.

If you’re interested, I’ll find you more than $10,000 in less than 45minutes… over the phone… and I won’t charge you anything for the service.

I only ask that you let me use your results in my upcoming book.

If you’re interested, click here and complete the short evaluation request form.

I’ll call you and schedule a day and time convenient for you.

 

How to Use Landing Pages to Drive Leads to Your Business

The Key to Website Design

The key to designing and building effective websites and landing pages is to focus on what it is your prospects want your product or service to provide to them.

They’re searching…
• for a solution to a problem…
• to overcome a frustration…
• to relieve a fear…
• or to remove a concern…

Landing Pages

When a web user clicks on a link, they’re directed to a website page known as a landing page.  This page features information on the product or service that was advertised… and ONLY on that product or service.  It’s objective is to encourage the prospect to buy online or take some other action that eventually leads to a sale.

Website Versus Landing Pages

Your websites home page is the first page your prospects come to if they simply want to visit your website to see what’s on it… to find out who you are… or to learn what your business is all about.

The typical process…
• arrive on your home page
• select an option from a menu or an offer on the page
• arrive on another page with that offer or product
• take a specific action such as making a purchase

Website Versus Landing Pages

A typical website home page offers too many options. An arriving prospect is often bombarded with information, links, offers, images, service listings, and advertisements. The original message or offer that compelled them to visit the site is often lost. You can avoid this risk by creating separate landing pages for your individual marketing campaigns.

Website Versus Landing Pages

Integrating your marketing campaigns with specific landing pages online reinforces your message and keeps them laser‐focused on your offer. You can also use your landing page to capture lead and prospect information. Link your marketing pieces to a specific landing page relevant to their specific situation. Link to your home page and you risk losing them.

Website Versus Landing Pages

The key is to create specific landing pages designed to let your prospects know that they have come to the right place. Landing pages save your prospects time and effort and get you a much better response to your specific call to action. Set a specific objective for each landing page such as responding to your offer.

Landing Page Offers

Your offer could ask prospects to…
• register for an event
• complete an information request form
• download a whitepaper
• subscribe to an online newsletter
• request a sales call

The key is to stick to one offer only. Don’t distract them… create targeted offers for specific groups.

Landing Page Formats

Don’t crowd your page with excessive information. If more detailed information is needed create additional pages, but give your prospects the choice of clicking to those pages. Use 1 – 3 minute videos on each landing page that explains the most relevant information they want to know.

Landing Page Call to Action

Never forget to include a call to action. Tell the prospect how to take advantage of your offer. For example… “buy today,” “buy now,” “limited offer”; or “register now for your free gift.” Create a clickable button beginning with the action word, “register here,” “contact us,” “download now” or “buy now.” The button should be linked to an order or registration form.

Landing Page Call to Action

Free offers are effective… require prospects contact information. If prospect doesn’t accept your main offer, offer a free report that requires them to enter their first name and e‐mail address to download it, then make future targeted offers. A free newsletter, a report or white paper will allow you to build a relationship with your prospects over time.

Landing Page Call to Action

Your call to action should appear in a separate “Offer Box” on the right side of the page ABOVE the fold to attract prospects… and encourage them to take immediate action. This offer box often appears below the fold. Prospects will NOT scroll down and find it. Place it on the right above the fold. Place your offer box to the immediate right of the video, and mention that offer box at the end of your video presentation.

Landing Page Objective

Your landing page has a single purpose—to get your prospects to take the next step toward a purchase. Keep the page free of all navigation links. The only link you want them to click is your call to action. Avoid multiple choices or you risk reduced response rates. For multiple products or services create separate campaigns and separate landing pages.

The Offer – Your Call to Action

Your call to action should be prominently displayed, and it MUST be the RIGHT call to action. Your prospects don’t know you, like you or trust you. You must earn their trust, and that doesn’t happen on first visit. Don’t force prospects to take immediate action. Follow your sales process map for guidance. The Offer – Your Call to Action. Your landing page should consist of more than a simple order form or a registration form. It should present the relevant information expected by your prospects with an encouragement to take further action. Landing pages that use an informative approach build trust before requesting action.

Hot Buttons

Your website MUST immediately convey the hot buttons the moment a prospect hits your site. The top of your site must have a hot button targeted headline that instantly grabs their attention and lets them know they have come to the right place to find their solution. You have 3 seconds to convey that message.

Persuasion Marketing

Grocery store…
• milk in the back
• bakery ‐ the aroma of fresh bread or cookies
• layout of aisles
• location of products on shelves
• attract attention, gain interest,
• stimulate desire and persuade you to navigate their way

Persuasion Marketing

Persuasion Marketing is simply presenting compelling information about your product or service that will persuade your prospects to take a specific action. All marketing should inform and persuade prospects. It’s a process, not an event.

 

 

The Decision Making Process

The only variable is your prospects are not all at the same stage in their decision making process. Some are ready to make an immediate decision. Others are still doing their research on you. The fact is that you DON’T KNOW where they are in their decision making process. Thinking it over Researching Ready to buy.

The Decision Making Process

ONLY 4% are “NOW” Buyers. The rest need nurturing. Persuasion Marketing addresses all their wants and needs and continues to move them through the various stages of their decision‐making process. Thinking it over Researching Ready to buy.

The Problem
Most “marketing experts” offer tips, tricks, tools, and gimmicks to convert a prospect into a client. Prospects have “wised‐up” to the trickery and have become jaded, skeptical and distrustful. Businesses must provide an experience focused on their prospects specific wants and needs.
Marketing Is a Science

It operates based on a simple equation. The Marketing Equation…
• Interrupt
• Engage
• Educate
• Offer

What Your Marketing Is Supposed to Do

Your marketing must do 3 things:
• It MUST grab the prospect’s attention
• It MUST facilitate the prospect’s information gathering& decision making process
• It MUST provide a specific, low risk, easy to take action that helps them make a good decision

Let’s Look at These in Depth

All marketing must grab the prospect’s attention. If it doesn’t, it’s worthless. If it doesn’t grab the prospects attention, the rest of your message will never be received. That means you have to have a great headline if the ad is in print… a website…or landing pages.

Let’s Look at These in Depth

Second, every prospect… no matter who they are or what they buy is always looking for the BEST DEAL. Doesn’t mean they want the lowest price. They want the most value for the price. Will pay a higher price for increased value. To find the best deal, they need decision making information.

Your Niche Market Is Critical

You play golf and have developed a slice. Would you go to a golf pro who helps golfers improve their “game? Or to a pro who helps golfers improve their slice? That’s the difference is electing your niche market versus trying to be all things to all prospects.

Let’s Look At These In Depth

Finally, your marketing must contain a low or no risk offer to further facilitate the prospects decision making process. You have to give them a compelling…yet safe way to take the next step, whatever that next step is. That next step gets your prospect actively involved with your business.

All 3 MUST Be Present

All marketing must grab the prospect’s attention. Prospects are always looking for the BEST DEAL. Your marketing must contain a low or no risk offer.

Hope this helps-

Tim Wesley,
Tim Wesley Strategic Marketing

P.S.-

We want to teach you how to apply marketing secrets into the design and layout for your website so you can turn it into a lead generation and money‐making tool for your business

We can provide you with the tools, the resources, the templates and the support that will result in you becoming an online marketing maven. With our guidance and support, you will set into motion an industry dominating online marketing program.

www.deepequity.net

 

 

 

Using These Will Cripple Your Marketing

Last time, we began to discuss the fundamentals of marketing…

  • have something good to say
  • say it well
  • say it often

These three critical fundamentals were highlighted in the video I asked you to watch.

Click here if you haven’t watched it yet.

We previously discussed the first fundamental and the best way for you to implement it into your business.

Today, let’s look at fundamental #2… say it well.

Once you have something good to say about your business that separates you from your competitors, now you have to say it well.

Unfortunately, most businesses DON’T!

For example, how many ads, TV or radio commercials or even websites for that matter say things like this… largest selection, most professional, lowest prices, highest quality, best service, fastest, most convenient, largest in the state, honest and trustworthy, unmatched expertise, friendly staff, works harder, gets the job done right the first time… and been in business for 4,000 years?

Look at virtually any and every piece of marketing today and these are ALL you see.

These are called platitudes, and they’re absolutely meaningless to most prospective buyers.

In fact, these platitudes are in reality “expectations” that prospects already have about a business.

For example, don’t you EXPECT any store to offer a large selection… high quality… and good service?

People expect that to happen, and they will only notice when those things are missing.

And yet most businesses highlight these expectations in their marketing and practically brag that they offer them, while the prospect thinks to themselves… “well I would hope you do all of those things!”

Ever see an ad that says… we have a limited selection… average quality… and mediocre service?

STOP USING PLATITUDES IN YOUR MARKETING!

There, was that forceful enough (did I say that well? 🙂

Oh, and STOP putting your company name at the top of your ads and website, as well as your picture!

NO ONE cares what you have named your business… and they don’t care what you look like.

STOP using your phone number as the only option you give your prospects as a call to action.

Did you know that the ONLY prospects that will call you are what we refer to as “NOW BUYERS.”

Now buyers make up less than 1% of ALL potential buyers, which means you’re excluding 99% of potential buyers from interacting with your business.

As a business owner, you MUST know and understand these fundamentals about your prospects if you ever hope to create marketing that “says it well.”

But relax, there is a “magic formula” that will give you the ultimate power to “say it well” in every piece of marketing you develop moving forward.

And next week, I will reveal that formula to you, and show you exactly how to use it for your business.

In the meantime, consider my earlier offer to jump on the phone with you and perform a complete evaluation on your marketing and your website.

I’m happy to perform this evaluation for free and show you some quick and simple things you can do right now that could double or triple the number of prospects who respond to your marketing.

And by the way, I PROMISE I won’t try to sell you anything!

If you’re interested, just click here and fill out the short evaluation request form.

Until Next Time..

Tim Wesley