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Last, But Not Least
First off, on
behalf of myself and the staff here at Adlandpro, I'd like
to extend a heartfelt thank you for being a subscriber to
the Adland Digest.
I'm glad to
be sharing the last Issue #525 of the Adland Digest for 2006
as we head into a brand new 2007 with issue #526. This
time of year always brings about the desire to evaluate the
last 12 months and then make new resolutions to improve on
what was good, figure out what was bad and decide how to
apply this knowledge to challenges we'll face. I hope
that you will find the courage, the persistence, and the
passion to face every challenge head on and ultimately make
all your dreams a reality.
This edition
includes an older article by Kenneth R. Sword Jr, our Blog
Specialist written about this time last year. Don't be
fooled though. It's as relevant now as it was 12
months ago. Take time out to read it. You'll be
glad you did.
Linda Carrol,
the Adlandpro Internet Profit & Newbies advisor brings us a
hearty helping of Marketing Stew, explaining why 'being
late' to cash in on the season rush is one of the biggest
mistakes you could make as a business owner.
Ironically enough, I'm publishing this article in the Digest
just a touch too late...or early for next year depending on
your viewpoint. :)
Finally,
Marcia Yudkin, our Guest Writer for this issue demonstrates
how websites written in 'geek' could alienate 'beginners'
and 'would-be' customers causing you to lose valuable sales.
In the
warmest spirit of the season, all the best to you and yours,
Michael Dela
Cruz, Adland Digest
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Linda Caroll |
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Marketing Stew?
I'm late, I'm late
For a very important date
No time to say "Hello", "Goodbye"
I'm late, I'm late, I'm late
I run and then I hop hop hop. I wish that I could fly. There�s danger if I dare
to stop, and here�s the reason why
You see, I�m overdue, I�m in a rabbit stew. Can�t even say goodbye, hello
I�m late, I�m late, I�m late
Alice's Adventures in Wonderland (1865)
by Lewis Carroll
(1832-1898)
Now is the time to start getting ready for the holiday
shopping season. Doesn't much matter what month you're reading this, unless it's
November or December. Then you're late, you're late, for a very important date.
It never fails. Come November, website owners send me email by the truckload,
asking how they can get their share of the holiday pie. When I tell them they're
probably too late and should have started months ago, they're... frustrated.
According to statistics from the National Sales Executive Association;
2% of sales are made on the 1st exposure/contact
3% of sales are made on the 2nd exposure/contact
5% of sales are made on the 3rd exposure/contact
10% of sales are made on the 4th exposure/contact
80% of sales are made on the 5th-12th contact
So, let's say you've put off your promotion campaign until October. And you need
repeat exposure (5+ times) to a widespread, yet targeted audience. You need some
type of customer acquisition plan in place. And your website isn't converting.
And you don't know why. And you haven't made a list or checked it twice.
How big did you say your budget is?
If you have no idea whether your website is converting or how to get exposure in
the first place, maybe now is a good time to find out?
To echo the sentiment of the brilliant man that makes people spell my name
wrong; Please don't be overdue. Stay out of rabbit stew. It's time to say
goodbye, hello... 'cause you have things to do!
Linda Caroll
Linda's
clients have been featured in Forbes, People Magazine, Home & Garden TV and
more. Visit her
website design site at LindaCaroll.com
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Web Logs, Blogs and the Art of Blogging
The ongoing growth of Blogs and RSS feeds |
Kenneth Sword |
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How Do Blogs Help Websites?
I was just asked, "How do blogs help websites?"
I start by saying when you do a blog you are becoming a writer.
Blogs are popular because people keep adding to them fresh content and search
engines love fresh content.
So, how does this help your website? If you write an article for a particular
item or service from your site and pick relevant keywords in your article that
relate to your site you can 'hyperlink' the keywords to point to that part of
your site.
An example:
"Lately, I have noticed that certain styles of living tend to drift to a certain
Blogging service over another.
Teens and young adults have built a 'blog culture' around one service that has
drawn major musical artists and groups in, keeping their music popularity with
this culture.
On the other side we have the business blogs drawing in more creative
business-minded people to use blogs to market and profit.
Blah blah blah ...
You get the picture.
Now just don't have all keywords pointing to you. Get where you have some high
traffic sites in your linked keywords as well, complimenting but not competeing
with your products or services.
You want your name floating around with the big boys and getting popular. Don't
you?
The most important thing about Blogging - be natural. Write like you talk.
People go to blogs for information. Not to read a sales pitch.
Where possible, write about a true life experience of your product or service.
Give quotes of people and their views if you can.
The more natural you sound the more enjoyable for the reader to read.
Your blog is a part of your personality. People are curious of other people. So,
the way you say things will impact your credibility.
Best thing here is - be honest. Don't be afraid to put a little negative in if
it's the truth. Don't write five paragraphs of bad to make a point. Short and
simple and then move on.
You also want the sound of happiness that this is a part of you. Your business
and your blog. Be grateful and show it.
There you go. If you have questions feel free to message me here at Adlandpro
anytime.
Kenneth R. Sword Jr.
http://www.bizzyblogz.com/krsword
My RSS feed:
http://www.bizzyblogz.com/rss.php?u=krsword
So far, I have given away over
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Special
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Catering to
Beginners, Enthusiasts and Geeks
by Marcia Yudkin
Recently I had occasion to review
several dozen Web sites in one
industry -- camera stores. I found this eye-opening, as an unfortunate
pattern emerged that I believe holds not only on the Internet but also in
paper-based marketing materials, and applies to many professions. First,
some background.
Most of us, particularly those who regularly deal with a wide swath of the
public, know how to adjust our conversation according to the experience
level of our audience. If someone asks to see a particular camera, a
retailer explains it differently depending on whether the person seems to
know as much as he about cameras or next to nothing. An oncologist explains
the same case of cancer differently to the patient than to the patient's
doctor.
On paper and on the Web, however, we tend to orient our promotional
material to just one kind of audience and only one level of sophistication.
If we do this strategically, great. If we make a conscious choice to target
one audience rather than another because the former accounts for higher
profits, terrific. But that's not what I saw at the camera store sites.
For beginners, people who don't know much about a product or service, it's
a huge mistake to lead with detailed product information. Too much "APS 505
AiAF f/2.8 2x" overwhelms when I'm wondering whether a digital, 35mm or
disposable point-and-shoot camera would fit my needs.
Beginners need helpful guidance that takes their goal as the starting
point. Questions and answers and products recommended for specific purposes
may work best for this audience so long as the descriptions use laypersons'
vocabulary.
Enthusiasts, people who love spending money on their hobby, respond well
when invited to adventure farther or deeper and meet new challenges in
pursuit of their favorite pastime. Activities such as clinics and outings
for wildlife photography, sports shots or photojournalism capture the
imagination of this group -- and get them to spend more money. Since this
segment loves exchanging tips and sharing their passion, an online
discussion group and an email newsletter containing picture-taking
techniques would earn their devotion to a Web site.
Finally we get to the geeks, the experts, the pros, who
usually have a
rough idea of what they want and might be narrowing down the field to one
or two models or manufacturers. They're the ones that all that "APS 505
AiAF f/2.8 2x" speaks to. I doubt very much they represent the majority of
camera buyers, or that they bring a merchant the greatest profit, since
they're probably skilled comparison shoppers. Nearly all the sites I looked
at mainly appealed to geeks. And I think this was unintentional, due to the
camera store owners belonging to this category themselves.
Don't pick out one audience only unless that's your strategic choice. By
combining approaches on your Web site, or on a brochure or sales sheet, you
can lasso all levels of customers -- beginners, enthusiasts and geeks.
===========================
Marcia Yudkin (marcia@yudkin.com)
is the author of Poor Richard's Web
Site
Marketing Makeover and 10 other books. Her site review service tells you
what, if anything, you need to change at your site to turn visitors into
customers and clients. Details:
http://www.yudkin.com/sitereview.htm.
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