Posts Tagged ‘attention’


Four Key Factors You MUST Know If You Want To Hold Onto Your Online Audience

By: Dave Dee on: April 11th, 2013 2 Comments

Last week I was in Ohio with Dan Kennedy and a packed room of entrepreneurs at the New A to Z Info-Biz Blueprints event.

I’m amazed that after 17 years of reading and studying and attending everything Dan does, I still discover new “ah-ha action items” for me to implement.

While I won’t be sharing my action items here today, I do want to talk about the psychology of how you get clients to continually come back to you.

Whether it’s getting your prospects and clients to come back to your events or come back to your website, there are specific ways to accomplish this.  Things you’ll want to implement ASAP because “returning prospects and customers” are key to growing your income.

Today I’ll discuss four ways specific to your online marketing.  It’s important to…

Understand the difference between the way customers view online and offline media.  The Internet was not created to sell. It was created by the U.S. military as a communication system and was later made available for academic institutions.

The idea was to create a place where people could connect and share information, not to sell.  And if you think about what most people do online, they go there to search for information or connect with people on social sites like Facebook, Google+, Twitter, and LinkedIn.

This means they are in a very different mindset when they read something on your website versus when they read something you’ve sent in the mail.

Reading a sales letter that came in the mail, they may be more relaxed and sitting in their easy chair. But online, people are more alert and searching for specific answers. Make it simple and easy for them to find the answers they are looking for and don’t waste their time with copy that is focused on  branding your product, service or company.

Create specific landing pages. Online your customers compare prices. Offline they don’t. The truth is online audiences do price comparisons… frequently. This is bad news for you.

To help avoid price comparisons and drive your customers to your website, try sending something offline that drives customers to a specific online landing page that then drives them offline again. (KEY POINT: drive your audience to a landing page created specifically for your offer. Do NOT send them to your home page and make them search for your offer or you will lose them.)

For example, an offline postcard could drive people to a landing page with a specific low cost or no cost offer that requires them to enter their address to receive a CD mailer, report, etc. This gets them to raise their hand and say they are interested and gets them offline before you start talking price, thus avoiding the price comparison online.    The next step would be to send them what you promised with an offer to buy your product or use your service. By taking this approach, you’ll have a captive audience and loyal audience that are more apt to buy.

Have a system for capturing email addresses and use auto-responder emails. Another way to get people coming back is to use autoresponder emails. There is always a large portion of people who won’t buy your product or service the first time they find you.

Be sure to include an email capture box on your website so you have a way to continue marketing to them. Then create a series of emails designed to send prospects and customers back to your sales page for your product or service.

Be relevant. Always. If you are looking through the business section in the newspaper searching for information on ways to market your business, you’d expect to see ads about business, travel and things which aren’t related to marketing your business. But online, if you typed in Google, “Ways to market my small business” you’d expect to find exactly what you are looking for, right?

Your content on your web pages, in your emails, etc. should be very relevant to what your reader is looking for and not wander off topic. Because it’s much easier for people to click away from your website than it is to find another book, magazine or newspaper on your topic. This means if you stray they are gone.

Of course these are just four of many things which will help you keep readers returning to you online. If you want to be profitable online, you’ll want to beef up your understanding of the online reader’s mindset. Concentrate on learning and using online marketing strategies that make it simple for you to not only capitalize on this audience, but keep them coming back for more.

NOTE: Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.

Four Strategies To Bring You Six (And Maybe Even Seven) Figures In 2013

By: Dave Dee on: December 24th, 2012 5 Comments

What are your goals for 2013?

I’m betting one of them is to make more money.

Grant it, I’m not going out on a limb here as I don’t think I’ve ever met an entrepreneur whose goal was to make less money than they did the year before.

Of course, this year getting customers, selling at decent profits and holding onto income will present new challenges.

Tax increases, regulatory fees and full-time jobs being converted to part-time jobs threaten to dampen or eliminate untold amounts of consumer spending.

This means new strategies, more appealing offers, and targeted compelling copy will be crucial to reach your monetary goals.

Today I’m going to give you four strategies that can add an extra $100,000 or more (I’ve seen businesses add $1 million or more using these.)

Add speaking to your business plan: Last Thursday, Dan wrote about the importance of gaining knowledge. No matter what your business, you know about something that others don’t. You can easily earn $5,000 to $10,000 or more per speech for a sixty to ninety minute talk. Plus you can often sell your product, add people to your herd and more.

Become a coach or consultant: One of the most lucrative streams of income is in coaching and consulting. In fact, many businesses end up making more money from coaching and consultant than they do from their initial business. You can add from $100,000 to $1 million per year as a coach or consultant.

Create an info-product to sell. Developing a profitable information marketing product to sell such as a newsletter, e-book, videos, book, etc. can transform an existing business into a six or seven figure business. Not only that, information products can be sold 24/7, meaning you’re not trading hours for dollars.

Make money with affiliate marketing. Affiliate marketing is a $7 billion dollar industry. There are two ways you can make money with affiliate marketing. You can build your own affiliate army to promote your products, services and launches. Or you don’t even need your own product or service to sell. You can add zeros to your bottom line by simply promoting other people’s products or services for them.

Each day this week we’ll drill down on each of these strategies and share the benefits of adding one or more of these to your business  and how each one can bring you an extra $100,000 to $1 million next year.

NOTE: Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.

How To Keep Your Customers From Using The Competition

By: Dan Kennedy on: March 9th, 2010 6 Comments

Yesterday I wrote about how important first impressions were to customer relations.

Now, I’d like to turn our attention to what you can do to foster customer retention.

Later in the game the customer relations process evolves into follow-up and follow-through.

How would you react if…

… you got a call from your car dealer service manager a week after having some repairs done just to make sure everything is okay?

…you got a call from your doctor the evening after treatment just to check up on you.

…you got a questionnaire in the mail from a restaurant you dined at soliciting your comments and suggestions.

Some business people tell me that’s looking for trouble. I disagree. I think it’s looking for rapport, loyalty, satisfaction and repeat business.

If follow-up turns up a lot of dissatisfaction you need to make some changes. The dissatisfaction is there whether you discover it or not.

How would you react if you got a thank you note a few days after buying a new suit from a clothing store, you got a birthday card from your insurance agent, you got a free dinner gift certificate as a thank you from a hotel chain, you got a personalized luggage tag in the mail as a gift from your travel agent?
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Using Sex in Small Business Marketing

By: Dan Kennedy on: October 22nd, 2009 5 Comments

Sex in small business marketing has long, long been used, for a wide variety of products, appealing to men, and to women.

It can be subtle “ like Cadillac’s woman driver: the question slyly asked by the sexy woman: when you turn your car on, does it return the favor?

…overt “ think after-shave ads.humorous “ people my age remember football star Joe Namath in pantyhose.

…branding “ think Playboy, think GoDaddy’s Super Bowl commercials…think Hooters.
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Make History with Your Marketing…Every Single Monday

By: Dan Kennedy on: October 20th, 2009 6 Comments

For several years, I was “the small business marketing guy” assisting a schizophrenic human potential/wealth training organization which, as its main sales activity and deliverable, put on a 3-day seminar every weekend – and had to draw from 300 to 1,000 people to it every week.

A good percentage of those people were returning many weekends in a row.

Traveling from all over the country to Phoenix.

I learned pretty quickly that, every Monday morning, we had to come up with the big idea for the big promise of how this coming weekend’s event was going to be dramatically different, bigger, and more amazing than last week’s.
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The 5 Elements of a Good Direct Response Ad

By: Bill Glazer on: September 28th, 2009 19 Comments

This is my quick checklist of ESSENTIAL Elements of a good direct response ad

1.) REASON FOR ADVERTISING other than your desire to get customers or sell something. BIG NEWS (other than announcing a new logo), BIG IDEA, a breakthrough solution to somebody’s problem. The biggest reason for advertising failure is advertising just because you need to advertise.

2.) ATTENTION-GETTING HEADLINE that telegraphs the news, the idea, the breakthrough…and”sells the ad.” The Headline’s first job is to compel the reader to stop whatever he’s doing – like reading the news in the newspaper- to, instead, shift his attention to your message.

3.) AS CLOSE TO AN ‘IRRESISTIBLE OFFERAS YOU CAN GET. Most ads have no offers or weak, dull, plain vanilla offers. You have no right to response when you offer little.

4.) URGENCY:REASON(S) TO ACT IMMEDIATELY, made believable.

5.) DIRECT,CLEAR ‘CALL TO ACTION’ which connects #3 and #4 to INSTRUCTIONS to the customer of how to respond and what will occur when they do.

There are many additional helpful elements – such as proof, credibility,celebrity, pre-emptive answers to skepticism and reasons not to respond,risk reversal, and others.

But the above five are the absolutely mandatory components.

If you lack any, you do NOT have an ad at all.