More than likely everyone has heard the quote by Michael Michalko of Thinkertoys who coined the phrase, “If you always do what you’ve always done, you’ll always get what you’ve always got.” Based upon the assumption that a different result or outcome is desired in regard to our business endeavors, it makes sense that we must be vigilant in our efforts to do things a little differently! But change doesn’t come easily to most people. While we want to see effective results, lots of people get stuck in what they perceive as the right way and resist change.
With that in mind, the following few questions come from WebPro readers who are eager to make changes, have the courage to try new things and are open to finding a more satisfying result. I must say that Murdok attracts a very professional, high quality individual who brings a great deal of integrity to the Internet.
Question 1.
Peter Julian, of www.brainspeak.com wrote me in regard to his web site with the following question: We have just inherited a company with a web site and are at a loss as to where to begin with a copy re-write. How do you take something complex and make it work so that you can attract your target audience?
Charlene’s Response:
Being highly interested in self-improvement technologies I was excited to explore the site and offer my point of view on this very unique product. Brainspeak is a revolutionary approach that combines sound, tones and cutting edge subliminal technology that has the potential of transforming the entire life experience. Upon first review of the site, I noticed that some of the material, while well written, was a bit esoteric. My recommendation for making any site successful, no matter what the subject matter, is writing it so that anyone can read and understand the content. I also suggested showcasing the credibility of the product by strategically positioning some of the best testimonials received from satisfied customers. One should be immediately aware that past and present consumers have realized excellent results.
Peter was open to my suggestions and commissioned my services to revamp the content of several pages of the web site. I had a wonderful time creating the verbiage for the site and look forward to hearing of his successes. By the way, the product, which I am now using, is fabulous and I highly recommend it.
Question 2.
John, webmaster of www.joliettech.com wrote to ask: “I’m the webmaster for Joliet Technologies, L.L.C and we manufacture variable speed drives for industrial applications. Our web site gets a fair amount of traffic mostly from people who explore search engines looking for “variable frequency drive.” My question is this: What is the best way to motivate those who visit our site to contact us?
Charlene’s Answer
To motivate anyone to do anything we must give them some kind of reward which means that in order to get people to contact you, there has to be something in it for them. I noticed that on your very well done site you have a comprehensive request for quote page that offers a discount on your services to those who order via your web site. But visitors don’t see the discount unless they request a quote. Perhaps you could reposition the discount someplace more noticeable on the home page so visitors are aware of it before requesting a quote. I’d also suggest including an article or a tip on your site that provides beneficial information to your visitors. Well-written informative articles create credibility, while tips let your visitors know you care. To get more inquiries, try making your site more interactive, involving your potential clients by inviting them to ask questions.
Question 3.
Dr. Briant Burke of www.cbrmed.org wrote with the following question: Our team of doctors and scientists have developed a painless topical treatment for a common skin condition called Molluscum Contagiosum. Our product is safe and effective and can help many young children and adults find quick relief. We recently launched a web site and wondered if you could offer some suggestions as to how we could best promote our product? We are medical doctors and scientists and collectively know diddley about marketing.
Charlene’s Response:
For a new product that can potentially help countless numbers of individuals, I recommended to Briant that creating and submitting a press release announcing the new product to the world is an excellent way to get the ball rolling. I’m a big fan of press releases and believe that while there are no guarantees that a press release will be picked up by the media, it is by far the most powerful form of marketing for the least amount of money. The chances of thousands of people seeing your press release are highly likely and can potentially bring you many visitors. Briant agreed and we’ve set things in motion by creating a press release for his exciting new product. I also recommended that Dr. Burke write articles about the new product and submit them to health and family e-zines. Articles bring a lot of credibility to your product or service and many e-zines are eager for health related articles.
Question 4.
Mike of www.worldprintmakers.com has a question about spam. We at Worldprintmakers are dedicated to providing a forum for artists around the world. Using an ongoing campaign we send out brief, tasteful e-mail messages to companies offering limited editions of original fine-art prints as corporate gifts. We have found this to be a good business generator proven by our selling quite a few editions in this manner. The problem is we have just about limited our campaigns to Europe, as our mailings are often considered as Spam in the U.S.A. What is a legitimate mailing and what is Spam? I have been lectured to the effect that the answer is “permission marketing” or “opt-in” marketing but where does one draw the line between Spam and B2B?
Charlene’s Answer
The subject of legitimate e-mail versus spam is a tricky one and receives a lot of attention. Even with spam detectors and filters my e-mail box is filled with things I don’t want on a daily basis, while things that I look for don’t get through. Important newsletters are blocked while smut, easy to acquire college diplomas, and a host of other unimportant things manage to arrive faithfully. I personally find this very puzzling, which is why Mike’s message was of interest to me.
In my own research to understand exactly what constitutes spam I found the following:
- Spam is any unsolicited advertisement distributed via email
- Spam is any unsolicited mass emailing
- Spam is sending an ad for an unrelated product or service to someone that has subscribed to a particular newsletter for another product or service
- Spam is putting someone on a mailing list without consent
- Spam is usually sent by unscrupulous individuals who use false e-mail addresses so that you cannot contact them.
Having gotten to know Mike through several ongoing e-mail communications, I have no doubt that he uses discretion and ethics when sending out e-mail. However in an effort to protect his reputation, I would recommend focusing on permission based e-mail. Perhaps it would be in your best interest Mike to contact some businesses via phone or possibly send a polite message asking for their consent prior to sending information. Another possibility would be to compose a well-written introductory letter and send it via regular mail explaining your services. More often than not if the product is of any interest to the recipient, you’ll get a positive response.
Building a successful Internet business means you have to continually try new things until you realize the results you’re after. If one strategy doesn’t work or if for some reason what you’re doing stops working, then invest in something different. Use your imagination, be bold and keep at it until you find the one that does the trick. Staying in tune with what works means constantly being on the lookout for fresh, effective ways of doing business, and most of all being willing to try new things. Don’t become one of the statistics, “Who always do what they’ve always done and always get what they’ve always got.”
Charlene Rashkow brings 15 years of experience as a Writing Stylist and Author to her creative efforts as a freelance business writer/consultant. She has successfully helped companies and individuals reach their objectives by writing outstanding press releases, bios, articles of interest, business plans, resumes, web site content and all other forms of marketing material. To speak with Charlene you may contact her at http://www.allyourwritingneeds.com or write her at info@allyourwritingneeds.com. You can also call her directly at (310) 514-4844
Charlene Rashkow Answers Content Questions: Click Here For Free Answers
