When you have the gall to charge an extra $500 delivery on a $30,000 automobile purchase, the only thing the customer remembers is the insult of having to pay the hidden extra.
Are Your Marketing Materials Too “Wordy”?
The blog article you wrote yesterday. The product / service description on your website. That online ad you placed in a trade publication. Ten will get you five that they all have too much text. People don’t read marketing copy in the same way that they used to. Email, web pages and pop-TV type soundbites have reduced all of our attention spans. Instead, people scan your text to decide whether your message is actually worth reading. You’ve got a few seconds of their attention, so make it count. Take websites as an example. Your site’s homepage is not the place to explain why you decided to open a business, what your passion is, or the employment history of your management team. Don’t laugh – I’ve seen all of these, and much worse. However I’m not saying such information isn’t important to help customers make a buying decision. That sort of stuff is invaluable in helping develop a feeling of affinity and trust with your business. They have they place in the hierarchical scheme of things, it’s just that place isn’t on your homepage. I think the reason more businesses aren’t simplifying their marketing presentation is because simple is hard. It seems to …
Making Lemonade From Lemons
Even once the economy bounces back, we’re not going back to ‘the good old days’. The climate will be different. Customers will be different, so business will need to be different.
Taking it Personally With Printed Cards
If you’re sending holiday cards out by email, you’re totally missing the point.
Standing Out From The Crowd
Your business needs to stand out. It needs to shout about how great it is. If it doesn’t, don’t expect anyone else to.
Tradeshow Trauma: Are Trade Exhibitions Still Relevant To Your Small Business?
Exhibiting at a tradeshow can be a very effective sales tool. But today, so can many other things.
The Writing’s On The Wall For Blogs
Blogging isn’t dying. But the quality and depth of blog articles must increase, in the light of increased competition for reader attention.
Missing The Point in Sales Copywriting?
Sales and marketing copywriting should be written from the customer’s viewpoint and language – not yours.
Are Your Presentations Letting You Down?
Business Presentations are as much about showbiz, theatre, and acting as they are about message delivery. Which is probably why so many of them suck.
The Impending Digital Disruption For Enterprise Software Pricing
“Enterprise” software manufacturers need to provide more relevant pricing models. Their customers demand it.
Flying Blind: The Importance Of Website Analytics
The only way you can improve the performance of your website is through measurement. That means using and understanding website analytics software.
Increase Sales Leads From Your Website
Want more website leads? Get a better company website. Your site needs to be more than an online brochure.
Embrace Video – Before Your Competitors Do
Video-based content offers huge opportunities within any startup or small business marketing repertoire.