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How Do You Know When To Change
Your Marketing?
©2005 By Charlie
Cook
When you put
an ad in a magazine, send out a s.ales letter,
or
put up a web site, you want results. You want
your prospects to
contact you and to buy from you; you hope to get
a flood of
calls and s.ales.
If your marketing isn't generating the results
you want, then
it's time to change your marketing strategy!
Don't expect to
improve your results using the same strategy.
Here's an example. A search engine positioning
firm I work with
was having trouble generating leads. Yes, in
spite of their
superior ability to put their site at the top of
the search
engine listings and do the same for their
clients, they were
hardly converting any of their site visitors
into leads and then
clients. They were getting well over a thousand
visitors a week
to their site and generating at best a single
inquiry per week.
Think about this for a minute. Most people
assume that getting
your web site to the top of the search engine
listings will
solve all their web marketing problems. The
reality is that it
doesn't matter how many visitors you get to your
web site (or
how many s.ales letters you send or ads you
place,) if you
aren't generating leads and converting them to
s.ales.
The search engine positioning firm I was working
with has many
satisfied national clients, are highly skilled
and great people
to work with, but their marketing strategy was
broken. Their
website looked very similar to their
competitors' sites. In
fact, with a lot of information about what they
do and who they
are, it read like a blend of the information
found on websites
of other firms who offer similar services.
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Many small business owners look at their competitors'
marketing materials and cobble together the information for
their own pieces based on what they see. The problem with
this
approach is that they are copying a strategy that isn't
working
for someone else. Once they publish their materials, someone
else copies the same stuff and tries to make it work. Know
anyone who has done this?
Nine times out of ten, marketing materials put together in
this
way lead with the company name and then list services or
features. I can g.uarantee that if you are using this
approach
to marketing your business, you’re not happy.
This marketing strategy doesn't work.
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Is your marketing working? Ask yourself the following
questions:
- How many leads did my web site generate relative to the
number
of visitors it gets?
- How many leads did my ad generate relative to the cost and
number of people who saw it?
- How many leads did my s.ales letter generate relative to
the
number of letters I sent out?
Then ask yourself:
- Given the number of leads generated, how many did I
convert
into s.ales?
- What was the dollar volume of s.ales generated from each
lead?
It's not a matter of time, either. If your marketing
materials
aren't pulling in clients within a few days, they're not
going
to do any better if you keep running them for months.
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This client had the same problem with his marketing that
my Dad
has with his boat; he just couldn't let go. After years of
being
dragged up and down a rocky beach, my Dad's aluminum skiff
has
lost many of the rivets in the bottom.
Put it in the water and throttle up the outboard, and fine
sprays of water push up through the small rivet holes as you
pick up speed. Everyone in the boat gets an upside down
shower.
Wherever you're going, you arrive damp.
Every year, the family tries to get Dad to replace his
skiff,
but he's had it so long he can't bring himself to part with
it,
even though its not doing the basic job of keeping water
out.
Is your marketing like my Dad's boat? You've used it for
years
but it's not generating enough new business. If so, then
it's
time for a change. It's time to use a marketing strategy
that
puts you on top.
ABOUT THE AUTHOR:
The author, Charlie Cook,
helps service professionals, small
business owners and marketing professionals
attract more clients
and be more successful. Sign up to receive the
F.ree Marketing
Strategy eBook, '7 Steps to get more clients and
grow your
business' at http://www.marketingforsuccess.com
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