Clearly Defining Your Features & Benefits

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Far too often, I see sales material that focuses almost exclusively on the features of a product, with very little thought about the benefits these features provide the end-user. This is a much bigger deal than one might realize at first. It’s not really shocking though, as it can be easy to confuse features & benefits.

So before we dive into the whole “feature vs. benefits” debate and discuss when and how to use each, let’s take a quick look at ...

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Increasing Customer Lifetime Value

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Customer lifetime value (CLV) is a prediction of the net profit attributed to the future relationship with a customer: it shifts the focus from quarterly profits to the long-term health of their customer relationships. Be sure to read this post if you haven’t already calculated your current average customer lifetime value. It’s a crucial benchmark to know before you work on increasing customer lifetime value.

As an entrepreneur, aspiring business owner or chief marketing officer (CMO), it’s important to take ...

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Conjuring Eye-Catching, Attention-Grabbing Headlines

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How do you draw in a reader, immediately and unequivocally? You already know to write engaging content, something that speaks to them. However, even before getting to the meat of the article, it’s all about capturing attention. To grab someone’s attention, you must begin with an engaging headline.

An ideal headline hits some crucial points. First, it captures a reader’s attention in two or three seconds. Second, it trigger’s the mind’s “want-to-read” mechanism. Third – but by no means last! – ...

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Crafting a Compelling Call to Action (CTA)

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What do you envision when you think of old-school television commercials? It’s a familiar story: “Come on down to John Doe’s Car Lot, and get yourself the best deal of your life!” Most of us groan when we hear or see that kind of presentation. Maybe we shouldn’t. There’s a reason the Call to Action was done to death, year after year: it worked. When done right, it still does.

As with anything else in business, a successful call to action ...

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Creating Enticing Lead Magnets

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You know you need something that gets prospects interested in your brand. However, at the same time, you can’t give all your secrets away. Here’s how to solve the lead magnet problems that keep you up at night.

Know What Problems You Can Solve

You know your brand better than anyone else does. Your brand can solve problems for customers in your own way. So, make a list of the problems you can solve. Write the list in order from easiest to ...

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Increase Customer Lifetime Value (CLV) by Cross Selling & Upselling

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If you’re in business, you’re selling something. That’s true if you sell widgets door-to-door or your only product is yourself. While competition has always been a business reality, the era of the Internet ushered in an international market. You can buy an eBook from someone in Saigon, Capetown, or Mumbai, and pay the same amount. (The payment value to the seller can vary, but that’s an article for another time!)

When you’re competing with the entire world to succeed, it’s all ...

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Essential Elements of a High-Converting Landing Page

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e-Commerce, e-mail, e-this, e-that. Business is online. Design is online. Everything is online. You might be the best at what you do, whether you provide a service or a product. But if your current landing page can’t get a paying customer to trade their contact information and/or money for your product or service, it may be time to test out some new strategies and approaches.

Though there is no single way to design a landing page, there are certain principles and ...

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Spy on Your Competitors to Uncover What’s Working

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While doing keyword research is fun to some people (me included), it can be tedious and time consuming. Wouldn’t it be nice if there was a way to bypass a lot of the grunt work and have campaigns set up that are already proven to work? Luckily, there is a way!

There are a number of online tools that allow you to see what keywords your competitors are ranking for organically, keywords they’re bidding on for PPC ads, ad copy, landing ...

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Utilizing Post Scripts & Post-Post Scripts

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The P.S. is a staple element in direct mail, email, and online long-form sales copy for good reason. Research has shown that 79% of people who read your offer will jump to the post script before reading any other part of your message (if they decide to read anything else at all). With that said, it’s important to capitalize on the post script and post-post script in your sales copy.

Don’t introduce new thoughts or ideas in the post script. If ...

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Crafting the Perfect Unique Selling Proposition (USP)

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What is a Unique Selling Proposition (USP)?

A unique selling proposition, according to the Entrepreneur.com dictionary, is:

“The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition.”

This is a good definition, but it leaves a lot to the imagination. Even after reading and re-reading it, you still may not fully grasp what a USP is. And, more importantly, a simple definition doesn’t help when it comes ...

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The Art of the Guarantee

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Guarantees are an important element you should include on every landing and sales page. Having a solid guarantee shifts the risk from the buyer (your potential customer or client) to you (the seller). With a strong guarantee, you may be able to overcome potential objections to a sale and reverse the risk of buying, which puts you in a position to make more sales.

Many businesses fail to realize or accept that fact that every transaction has risks. Either the customer ...

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The Guide to Effective Keyword Research

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Proper keyword research is essential for creating effective Pay-Per-Click (PPC) and content marketing campaigns. Without knowing what specific keywords to target, and why, you’ll be spending a lot of time guessing and hoping for the best instead of making smart, data-driven decisions.

Seed Keywords & Long-Tail Keywords

If you’ve created your customer avatar, you should have a good idea of some short, high-volume seed keywords to get you started. While it’s tempting to start targeting for these seed keywords that get ...

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Preventing & Cleaning Google Analytics Spam

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What is Google Analytics Spam?

Put simply, Google Analytics spam is fake hits sent to your website that Google Analytics (GA) records as a real visit. With bots, spammers can send fake hits to your website at will, and inject garbage data that shows in your GA stats and skews your data. At best, these records are useless and at worst they screw up your tracking, which wastes your time as you try to sift through your data to optimize your ...

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Setting Up Google Analytics & the Facebook Pixel

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Why Should I Install Google Analytics?

If you have a website and don’t have Google Analytics installed on it, you’re missing out on some valuable data and insights. If you’re running paid marketing campaigns you should definitely be tracking conversions with Analytics, but even if you’re not, it still provides a wealth of data about your website.

First, Google Analytics is free of charge. I’d say it’s one of the most powerful free tools at your disposal, and it’s painless to set ...

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Customer Lifetime Value (CLV) Calculation

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What is Customer Lifetime Value (CLV)?

Customer lifetime value, often referred to as either lifetime customer value (LCV), or life-time value (LTV) is a useful prediction of the profits your business can earn during the entire future relationship with a customer or client. There are crude ways to quickly calculate a rough estimated CLV, and there are also advanced techniques. Be sure not to get Customer Probability mixed up with CLV, even though they’re both important metrics. Calculating CP involves looking ...

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The Customer Avatar Blueprint – Finding Your Ideal Customer

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Creating an accurate customer avatar (also commonly referred to as a buyer persona) is an essential step to take when it comes to crafting effecting online marketing campaigns and messages. Without a clear picture of who you’re talking to, it’s easy to go off-target and create ineffective campaigns that receive a lackluster response.

The ideal Customer Avatar gives a clear picture of ...

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