Posts Tagged ‘Copywriting’
One of the most important components of email list marketing is the copywriting. It is not that you want to hype your emails, but rather you do want to know how to appeal to your readers and make your case very clearly. Just about anything that involves converting readers to customers will have a conversion rate, and then you must optimize it. But most new marketers really have zero idea about writing copy of any kind let alone email copy. If you want your emails to achieve higher conversions, then at least absorb these short lessons and then put them to work.
Your subject line is obviously critical for getting people to open your emails. What happens after they open it? The way to get them interested is with a headline. The fact is, headlines are just as effective in emails as they are anywhere else -flyers, sales pages, direct mail, etc. This can motivate people to actually read your whole email. It will tend to pull the reader in and get him to read down the page. Headlines are just as critical as subject lines if you want your messages to be read by more people. The headline should follow up with the subject and give the reader a benefit, ask a question or just be straightforward.
First and foremost; you have to see to it that you’re not dragging your copy. You have to make sure your emails don’t lose their focus or take too long to read. You should focus on your main message and not make the email too long. People that consume information online, be it of any type, are always in a hurry. You have a few paragraphs to deliver your message, and beyond this people will start getting bored. Make your copy tightly focused and see to it that it’s not lacking anywhere. Keep it as short as you can while still getting your main point across.
Your call to action should not be hard to find. In fact, it should be on the top half of the page in plain sight. What position would be okay? The preferred location would be in the area that’s visible in the preview box, so it’s the first thing readers will notice. You want to showcase this, as it’s really the most important aspect of the entire message. Many readers won’t bother to search for something if it’s not very obvious. Make sure they can easily see this crucial element without having to look for it.
You have seen calls to action in sales copy even if you did not realize what they were. What is probably more important than guessing with your call to action copy, you can do simple tests with your email list. If you are on different email lists, then you have seen these used and can get a good idea. The ideal situation is when your copy is so good that people are actively looking for the link to click on. Of course it does, which is why you should take care of the call to action as much as possible. Some people who are not familiar with writing copy sometimes are a little shy about writing a call to action which is direct. Every single step that you take towards creating better email copy will take you a long way. Everything is a process that takes time, but you will be excited when you are able to write it better. If you are willing to do more and make yourself a better business person, then your efforts will pay off. So be sure you seek out the information that is specific to email copy because there is a lot out there. What we have shared with you will make a difference but only if you allow it to do so.
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When sales copy successfully captures the essence of your product it becomes the most revealing business plan that your competitors could possibly hope to steal from your high-security encrypted servers. Why?
Because quality copy will hone into the essence of your business strategy by exposing the right message that reaches the heart of your target market. Demonstrating their buying process. The motivating factors that get them to buy. The features that help place your product BEYOND what the competition can or will provide. The wording that enraptures the market’s most valuable customers for maximum life time customer value. And much more.
And yet your competition couldn’t really compete despite all that insight. The reason is insightful and helpful to business strategy. The reason is that successful copy will draw out and highlight and play on the fact of your company’s genuine strategic competitive advantages. Things that your competition will find hard to duplicate. At least for now. And so you stay one-step ahead through the help of your copywriter.
So begin from your marketing objectives. Your copywriter can quickly develop punchy copy for quick gains and easy improvements to your current campaigns. But the real advantage of using a worthy copywriter is to create a sustained competitive advantage through irresistible marketing. In Marketing Due Diligence, McDonald, Smith and Ward explain: “Market definition should be described in terms of a customer need, in a way which covers the aggregation of all the alternative products or services that customers regard as being capable of satisfying that same need.”
Hall-of-fame copywriter Gene Schwartz explains: “Your markets sophistication depends on how many similar products, and how many competing ads… the goal is to be at exactly the right place, at the right time, with the right gadget or gizmo – To discover, intensify, and revitalise the desires held by a market. To focus those already existing desires onto a particular product.”
Giving your copywriter an accurate market definition and product description will help him or her hit the bulls eye in the copy they write for you.
In this way, marketing and copywriting gain leverage. The copy will then reach deep inside the mind of your target audience and position your company as the best choice.
“Positioning starts with a product. A piece of merchandise, a service, a company, an institution, or even a person. Perhaps yourself. But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.” – Positioning – The Battle For Your Mind, Al Ries and Jack Trout
The history of beer starts with ‘just beer’ and then came Miller Light to create a new market category of calorie conscious beer drinkers. How can you create a new market category? Your copywriter can help.
It begins with development of a solid product positioning statement: Our product helps [whom?] do [what?], [when?], better than any other product in the world by [mechanism?]. When your copywriter uses your company positioning, your competition will not be able to compete and your advertising results will bloom.
Find out more about copywriting services and pick up a copy of the white paper on professional advertising copywriter selection.
You’re open for business and now all you need are some customers. No matter what you’re selling: cell phones, encyclopedias, vacuum cleaners, or financial advice, you need to have customers interested enough in your product or service that they’re willing to spend their money. Yet many sales people don’t know how to generate leads effectively. There are many ways to reach customers and get financial leads, but there are only a few tried and true ones that will bring you more income than you ever thought possible. These involve SEO, Pay-per-click and other internet marketing techniques.
Sales people have for years tried various ways to reach customers. They’ve gone door-to-door, they’ve cold called, they’ve set up booths at festivals, fairs and shopping malls and they even try guerilla sales, where they just walk up to people on the street. All of these types of lead generation are poor at best. The average person is just going to tell you no; they don’t want your service. However, when salespeople tried these techniques over the years, and some salesmen still use these techniques, they are relying on a law of averages. The more people you ask, or talk to about your product or service, the more chances you have of someone saying yes. Who wants to sell that way? Wouldn’t you like your customers to come to you?
Attracting Customers
If you had a brick and mortar store, you’d hang a sign, spread the word in the neighborhood and maybe put a billboard up or submit a press release to your local newspaper. This will ensure people know you exist and then they can stop in to shop for whatever you’re selling. However, when you have an internet business, you can’t just put up a billboard. The internet reaches all across the world. You can’t possibly reach people all across the world, can you? You actually can, and it involves the same SEO and pay-per-click techniques mentioned earlier.
Let’s face it, cold calling just doesn’t work in today’s society. It just makes people angry and you will only rarely find anyone interested enough to listen to your sales pitch. However, when you use techniques like pay per click and search engine optimization, the website for your business ranks high in search engines so a potential customer can easily find you when they enter a related search term. If they are looking for what you are selling, they will be lead right to your site, all warmed up and interested.
Don’t waste your valuable time and money advertising to people who are not interested in what you are selling. Use internet marketing methods to attract customers to your online site so they are warmed up and more likely to buy when they read your sales pitch.
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In order for your business to thrive you need a fresh supply of leads on a regular basis. The problem is that obtaining these leads can be expensive so it is a challenging task when you are first starting out and don’t have much in your budget to spare. Here are some things to consider that might lower the cost of getting business leads.
When many people start their business, they simply put up a sales page and sell an item. While this might be profitable, it does nothing to encourage the growth of the business. Although an email address is probably obtained with each sale, no follow up is made to it.
To get more for your money, you need to turn those customers into leads so you can make multiple sales from them over time rather than selling a single item to one person one time and that’s it. If you go for the single sale, you have less profit to cover your expenses. Getting people to hit the “Buy” button is a skill in itself that most people lack and to get results, you need to hire someone to write your copy for you.
Copywriters that have a proven track record don’t work cheap so this is one of the major expenses involved with setting up a sales website. However, this is an expense that pays for itself over time. You will need a certain number of sales to offset the initial outlay before you realize any profits, but this is true of most any business you would start.
The site itself has to be designed so that anyone can navigate through it. I have seen a lot of expensive, flashy sites that basically generate no income for the owner other than the sales that come from it. Add in the costs of hosting, domain registration and upkeep and you may never recover the entire cost of the business as it will always be creeping up and biting you on the butt!
A site that is set up to generate leads on an ongoing basis on the other hand is more profitable in the long run and can pay for itself many times over. The site doesn’t even have to be anything fancy or expensive. You can simply offer a free report in exchange for an email address and name. As long as this person stays on your list, you can market to him multiple times and hopefully he will buy from you multiple times over the years.
Since that person has agreed to receive your email(s), there is no danger of a SPAM report from them. Once they have accepted your initial offer and given you their information, they are asked to confirm that they want to register on your list. This is called double opt-in and it works like a charm. Not only do you now have a prospect, you have a prospect that knows what you offer and wants to receive it willingly.
Lead generation monetizes your list every time a new person joins. The total cost? A few minutes and some time to follow up. The results? Lasting recurring sales from a customer who now trusts you implicitly.
Click here to learn How to Generate leads for your business get your free course in our site www.torontomarketingcompany.net Also published at Lead Generation – An Inexpensive Way To Have Customers For Life.
You know how important it is to generate leads for your business. You also know you need those leads to stay afloat on the Internet. But what happens AFTER you generate the leads? What do you do with them, and what’s the next step you should take? We’ll answer those questions right now.
Following up with a new lead is similar to a farmer fertilizing his crops, and it’s just about as important. It helps the lead develop into an actual customer. You need to show that new lead that you’re real and trustworthy, so you don’t want to stay anonymous or seem aloof. In other words, don’t be a stranger: you need to follow up with that new prospect right away.
The most effective way to follow up with new leads immediately is by using an autoresponder. This piece of software will help you keep up with your new prospects, manage your older contacts and maintain regular contact with both. The follow-up process is especially crucial when the relationship with a contact is first beginning. And it is a relationship, because you are each building faith and trust in the other.
An autoresponder will immediately send a message to every person that joins your mailing list with a thank you or a welcome message. You can set the software to send as many messages as are needed at intervals that you set. That first one should go out immediately and any others can be at one day, two day or even weekly intervals. Whatever you need is what you set it for.
Subsequent messages will walk them through your system, offering other items along the way. Since you probably gave them something for free at the outset, you have already set a precedent that you do what you say you will do. As you bring the prospect along, you can sell them other low end products and build their trust as you do. At the end of this process, you will then offer your main money maker and hopefully they will buy it.
An autoresponder provides a great deal of help in this process, but it can also do other things. If you are receiving many inquiries, an autoresponder is able to organize your contact list and keep you informed about exactly where each contact is in the process. It will also let you send messages that are called “announcements” whenever you want. For example, you might find an especially good product at an amazingly low price. You’ll be able to use an announcement to offer it to your leads.
Spam reports are a risk with email marketing. However, autoresponder software protects you from the danger of these reports by including an “unsubscribe” link in every message. If an email recipient has the ability to opt out at any time but doesn’t, then your emails are not spam and you are safe from spam reports. In a way, it’s similar to insurance.
Basically, you have to follow up with your leads and stay in contact with them at all times and auto responder software does that automatically and easily. Believe me, customers expect you to follow up with them periodically, and if you don’t, you are seen as a liability and they will leave your list without even a goodbye.
Use auto responders for follow up and you will always have a satisfied list of buyers on a constant basis.
Get your Free course about How to generate leads at this website www.torontomarketingcompany.net This article, Lead Generation Web Sites And Autoresponder Follow-up has free reprint rights.
You’ve probably heard that split testing elements of your website can improve your conversion rates. And that’s true. But there are many kinds of split testing out there. And there are many ways to set up split tests on your website.
There are many differences among the split testing software options on the market today. Let me give you a brief taxonomy of the subject matter.
One big distinction is between single variable and multiple variable (multivariate) testing.
Single variable split testing is very simple. You just try stuff and measure the results. And all you need is a tool that rotates and keeps score.
There are a few simple split testing tools available. Some are free and some cost money. Google offers a free tool, though you do have to have an Adwords, and an Analytics account to use it.
Single variable testing can be slow. How would you like to test 10 times as much with the same amount of traffic? Well, you can. You use a method called multi-variable, or multivariate testing. This allows you to test several elemens on your page simultaneously.
There are further distinctions among multivariate split testing tools. There are hosted solutions, and solutions you install on your server. Typically a split testing program can run a little more quickly if it’s on the same server as your webpage. Installed programs tend to be less expensive, too. You also will have complete control of your data. On the other hand, with a hosted solution, you don’t have to do an installation.
The Split Test Accelerator is a good choice if you want to install the software on your server. Kaizentrack is another optoin. If you want a hosted solution, you can look at Sitespect and Vertster.
Another 3-way distinction among multivariate split testing tools is between Taguchi-based systems, Full factorial systems, and Random independent rotation of factors. With a Taguchi system, you run traffic to only a small, carefully-selected subset of the possible combinations of your factor levels. This allows you to cycle through every combination every 12, 18, or 36 pages, whichever the case may be for the test design you’re using. This allows you to find the best combination very quickly. Some care does have to be taken to avoid interaction effects among the factors. Taguchi-based tools include the Split Test Accelerator and Vertster.
Full factorial tools allow you to cycle through all the combinations for your factors. So if you have 3 headlines, 3 offers, 3 P.S. statements, and 3 images you’re testing, you will cycle through 81 pages. One advantage of full factorial testing is that you don’t have to worry as much about interaction effects. Good and bad interactions should show up in the data. However, if you want to receive this advantage, you have to run many times the traffic through your test as you would with a Taguchi test. You also can’t run as many combinations. Google’s website optimizer is a full factorial tool.
The Random independent rotators are a third option. These treat factors independently. So you can just plug in a new factor with as many options as you want at any time, and ignore the fact that other factors are being tested at the same time. This is the most flexible form of testing, but it is also plagued with the most interaction effects.
Now that’s just the overview. There are many other features to compare and questions to ask. Does a tester allow you to exclude bots and spiders? Does it allow real time access to data? What kind of reports does it show? What kind of information does it track for each visitor, and is the visitor-level data available for viewing. Etc.
Dominic DeLong has used taguchi testing software for years to improve landing pages.
No online business opportunity will ever become successful unless it has a fully functional website. This website must not only look attractive, but it also must be accessible making sure that the process of obtaining whatever products and services are being sold or simply registering as a member is as smooth as possible. Even if these objectives are met, the website still will not be successful if there is nobody visiting it. Without the right tools like autoresponders, leads cannot be generated either. Once you have the website fully operational, you will need to expose your website to your target market. Here are some ways on how you can do that.
Original Content
Article marketing is a very important task since there are thousands of websites that are striving to generate leads as well, but lack the content needed to become successful. Many web users out there already learned from their mistakes in the past in trusting business opportunities and they will take any future websites that they see more seriously. You need to prove to them that you are different by writing good articles that explain why your website is unique and what benefits they get by opting in. With good SEO skills, writing articles and submitting them in the different directories also help search engines index your site better so more people can see it just by searching the net.
Social Networking
Social networking sites like Facebook are big on the internet now. People flock to these sites to meet up with their friends and to meet new people. Because of the huge amount of traffic these sites get, they are a great place to garner leads as long as you do it properly. Social networking sites are all about building relationships so you should take this approach to help you find business partners and get leads for new customers. You can leave your link in places where it is appropriate. If your site has wide appeal it could even get passed around and go viral on one of these sites.
Forum Marketing
Although social networking is practically a norm these days, a lot of people are still posting in forums because of how interactive forum threads can be. People feel more comfortable posting their concerns on forums because forums are aimed at a specific category or audience. This is a great opportunity for you if you find a good forum that is closely related to your site. Just see if it allows advertising and then put your website on your signature. Then blend in with the discussions so your site follows wherever you go. If your posts are helpful to the community, people will check out your site out of curiosity.
All the methods above are free advertising methods that serve as a good start for getting fresh leads. For success in the long term, it is better to partner up with a marketing company like http://www.torontomarketingcompany.net/. Companies like these have the tools necessary in turning the website into a real lead magnet without spending too much.
Click here to learnHow to Generate leads for your business; get your free course in our site www.torontomarketingcompany.net
