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HOW IMPORTANT IS YOUR
MARKETING MESSAGE?
©2006 By Charlie Cook
Bob called last week from
Phoenix, Arizona with some stunning
news about his web site. He first contacted me in the fall
of
2003. He had a web site that was helping him generate a
healthy
income but he sensed he could be doing even better. He
wanted to
get more visitors to his web site and get more of them to
contact him about his retail liquidation services.
Are you interested in getting more prospects to your web
site
and prompting more of them to contact you?
Over the two months I worked with Bob to help him clearly
define
his target market, identify the problem he solves, and
clarify
his marketing message. We improved the copy on his web site
and
the structure of his web pages to prompt more people to
contact
him. I showed him how to write articles and use them to
generate
a steady stream of visitors to his site.
Bob was happy with the results of these changes, but I
wasn't.
He was getting more visitors to his site and more inquiries,
but
I thought there was potential for even more growth. I knew
that
Bob could be doing better if he would just change his
marketing
message. Despite my best efforts to persuade, cajole and
prompt
him to rethink how he talked about what he did, Bob was
happy
with his existing marketing message.
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John's General Info |
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ideas + action = success!
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2048 Friends
Member since 2/13/2006 |
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Gender |
Male |
Age |
47 |
Location |
cumnock, ayrshire, United Kingdom |
Interests |
computers and internet, search engine ranking, business opportunities, making money, spending money. |
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Company |
moneymaker |
URL |
View moneymaker's web site |
Industry |
Work from home, free and low cost business, free and low cost advertising, MLM, website design, website promotion, making money. |
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Prior to working with me, Bob had spent ten years
regularly
experimenting with his marketing message and had found a
sentence that generated the best response he’d ever had. It
was
working; he was keeping busy, making money and didn't want
to
mess with success.
We finished our work together almost a year ago, so I was
surprised when Bob called last week. It turns out that he
hadn't
stopped experimenting. He had taken my advice to heart after
all
and been fine-tuning his marketing message so that it
described
the problem he solves for his clients clearly and concisely.
With this new marketing message at the top of his web page,
Bob
is getting 3 times the number of inquiries about his
services.
That's 300% more people who know the problem he solves and
who
are contacting him about his services.
How much more could you be making if you had 3 times as many
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When your prospects are considering a purchase, they are
looking
to solve a problem. They might want to eliminate back pain,
fund
their child’s college tuition, sell off their excess
inventory
quickly so they have more operating cash on hand, as in
Bob's
case. In every case your prospect has a problem or need that
prompted their purchase.
Your prospects are hoping you can help them. They're hoping
you
have the solution to making them happier, smarter and
richer.
They are buying the result you provide.
When a prospect meets you or visits your web site, the first
item they should see is a statement of the problem you
solve.
Your prospects then immediately know whether you can help
them.
Why is your marketing message – your elevator speech – and
the
way you talk about what you do so important?
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At ten to twelve words long, your marketing message won't
cover
all the problems you solve, establish your credibility or
the
value you provide. But if the first thing you say to a
prospect
doesn't get their attention, they won't stay at your web
site,
read the rest of your marketing materials or listen to the
rest
of what you have to say.
Bob spent over a decade experimenting to find a marketing
message that helped him generate a steady income and then in
a
few months discovered he could improve on it by three
hundred
percent. Don't wait ten years to do the same with your
marketing. Write, test and use a problem solving marketing
message and more people will contact you about your products
and
services.
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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