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

The Secret To Great Marketing

The purpose of marketing… to help facilitate your prospects’ decision-making process.

There are two additional ways to view marketing’s purpose in simpler terms…

  1. Enter the conversation taking place in the head of your prospect

2.  Answer the number one question on your prospect’s mind… at just the right time

Evaluate your marketing and website based on that critical criteria.

How did your marketing stack up?

If you need help I will give you a hand with that evaluation using my proprietary Conversion Equation Evaluation form that has the power to predict the future success of your marketing… both from a results and a financial standpoint.

If you would like me to do that for you (no charge), click here and simply fill out the contact request form and put, help with business evaluation in the message box.

Today, let’s discuss the three critical fundamentals of marketing that were highlighted in the video I asked you to watch.

Click here if you haven’t watched it yet.

The three fundamentals of marketing are…

  1. have something good to say
  2. say it well
  3. say it often

Let’s explore that first fundamental today… have something good to say.

This fundamental is neglected by virtually EVERY business owner on the planet.

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.

Remember several emails ago I mentioned that most businesses all look and say the EXACT same things?

When businesses copy each other, that forces those businesses into price competition, because price then becomes the ONLY differentiator for prospects to consider.

It becomes the ONLY value proposition left to the prospects.

Any business that determines it isn’t unique MUST innovate so it does become unique.

Domino’s Pizza did this back in 1971.

Domino’s became a billion dollar behemoth in an overcrowded market back then.

Did Domino’s make the best pizza? Not even close!

Did they offer comfortable in-house dining like ALL pizza places did back in those days? No way!

Did they offer the largest selection on their menu? NO… they offered the exact same pizza as ALL of their competitors!

They dominated by having something good to say that was radically different back then when compared to ALL the other pizza franchises… fresh hot pizza delivered to you in 30 minutes or less!

But then Domino’s had to innovate in order to make good on that promise.

They specifically targeted hungry college kids living in crowded dorms (densely populated where few had transportation).

Domino’s went to small shopping centers located nearby the various college campuses and rented small storefronts just big enough to accommodate a pizza oven and a preparation counter.

One kid made the pizza’s while another delivered them.

The result – Domino’s became a billion dollar behemoth in an overcrowded market.

You can do the EXACT same thing with your business.

And if you do, you will be well on your way to dominating your market, just like Domino’s did.

Tim Wesley

P.S. If you would like me to perform a complete marketing analysis on your business (no charge), just click here and simply fill out the short evaluation request form.

This analysis will predict the future success of your marketing, and highlight the improvements you can make that will enable your marketing to generate more leads and close more sales.