Monthly Archives: January 2010
This column first appeared on RIMOFTHEWORLD.net on January 18, 2010.
No doubt you’re familiar with the game of telephone, where you whisper something to the first person in a line and then wait to hear how the message gets scrambled on the other end? According to the Guinness Book of World Records, the current record-holding “telephone game” whisper is, “They inherited the earth and then the army came and scorched it.” The final words passed on were “Mayfield College.”
I’m confident the folks at Guinness would reevaluate the record if they came to my home, since we unintentionally play the game on a daily basis. My husband’s instructions to Kaitlin to “Clean your room” are heard as, “Watch television all day long.”
My requests to Lauren to “Take out the trash” are interpreted as, “Make brownies and destroy the kitchen in the process.”
As a family, we’re working on refining the communication model. Brent and I have recently discovered that while communication theories like repetition, parroting and paraphrasing do no good, threats yield results. Miraculously, the girls accurately discern messages like, “Vacuum the living room or hand over your cell phone.”
The reason our teenagers pay attention to this type of message is because we have made it relevant to their world. By engaging them on their terms, we make them an active part of the conversation. I’m embarrassed it took so long to adopt the practice at home since we do it all of the time when it comes to writing website copy for clients at Mountain Marketing Group.
In real life and Cyberspace, effective communication boils down to understanding and speaking to your audience from their point of view. When it comes to marketing, this relatively simple concept is revolutionary. Instead of designing and writing a website that looks like a billboard, remember that the reason people go online is to gather information. That’s why it’s called the Information Superhighway. Your site should provide help, not hype.
If finances are tight, write website copy, yourself, using the following tips—
1. Personalize your message and involve readers.
- Be friendly. Use anecdotes. Don’t talk down to your audience.
- Let your passion about your product or service come through.
- Prominently feature testimonials.
- Be real. Avoid overly-technical explanations and corporate-speak. If you mean to say, “If there’s a problem,” don’t write, “In the event of an unsatisfactory experience.”
- FOREGO EXCESSIVE USE OF CAPITAL LETTERS, BOLD TYPEFACE AND EXCLAMATION POINTS!!!!!
- Talk benefits instead of features. How will your product or service improve your clients’ lives?
- Leave your mission statement off of the homepage. Visitors don’t care.
- Include a guarantee or free trial.
- Proofread everything at least three times. Errors undermine credibility.
It’s exceedingly difficult to look at your own copy with objectivity. Left unchecked, your greatest asset, familiarity with your offering, can be a liability. So, after you’ve written the copy, run it by other people so they can give you their opinions. Be aware that friends and family will be biased. They already have at least a rudimentary understanding of what you do. So, try to get the verbiage in front of someone who has no preconceived ideas of your product or service.
On a Budget
Hire a writer who specializes in creating direct response copy, which is designed to solicit a reaction that is both specific and quantifiable. An experienced writer will understand how to do all of the above and will be able to skillfully provide interesting information as well as a seamless call to action. And this is of paramount importance. After all, what good is a great website if it fails to improve the bottom line?
The Sky’s the Limit
Hire a professional website development team, which will make sure your copy is stellar and that the artwork matches the tone and feel you wish to convey. A web team will eliminate the potential for your message to get lost in translation. And, unless you want to challenge the current record in Guinness, that’s a very good thing. Until next week, I’ll be Bowling for Business.
Make Sure You Have the Right Advertising Strategy for 2010
Like most other Americans, on the heels of holiday indulgence, I spend January exploring diet trends. When I find one that sounds promising, I head to the grocery store with a laundry list of weird, expensive food substitutes. Last year, I tried the Flat Belly Diet. It appealed to me mostly because it allowed rather large quantities of dark chocolate and peanut butter. And here’s a shocker—it didn’t work! But it did manage to give me acne.
For no discernable reason, I decided to share my dilemma with a chubby checker at Stater Bros. She recommended I purchase a Wii Fit since she’d owned one for a week and was certain it would work. So, I convinced my husband that the magic bullet for sustained weight management was to spend $300 on the at-home convenience of a Wii Fitness system. And I actually used it for several weeks before pulling a muscle doing virtual yoga.
Over the years, I’ve tried pretty much every diet and fitness regime. And while you won’t likely see my face on the cover of Prevention Magazine or Muscle and Fitness, I do manage to trim a few pounds every time I lead my family into nutritional purgatory. And I shudder to think of how large my frame would be were it not for my annual January dietary ritual.
My business partner and I take similar steps when it comes to trimming the fat from the advertising strategy for Mountain Marketing Group. At year end, we redo brochures, order giveaways and finish advertising contracts, with an eye to re-evaluating and re-prioritizing after the first of the year. I must admit that doing so is about as much fun, and as necessary, as dieting.
When times are tough, some entrepreneurs make the mistake of ceasing all advertising. While this may, initially, appear to improve the bottom line, it’s a lot like shooting yourself in the foot. Unless you plan to shutter your business, lean times call for more, not less, decisive advertising action. If your business is in trouble, make 2010 the year you turn things around. Here are a few suggestions:
- Place an ad on Craigslist. You might be surprised at how much interest a free advertisement on this website may generate.
- Include your company on every available free directory listing. Since funds are tight, you need to be diligent to stay on top of these sites, since new ones pop up daily.
- Consider affiliate advertising. Assuming you maintain a credible website and/or blog, (which are mandates for anyone in business in the 21st Century), you might consider allowing affiliates to advertise on your site.
For example, CollegeRecruiter.com pays affiliates a $100 commission whenever a visitor to one of their sites clicks through and buys something— anything— within 365 days of that initial click-through.
On a Budget
When cash flow is tight, carefully evaluate your Return on Investment. It is possible to completely revamp your entire advertising strategy without spending a penny more than you already do. Just make sure you see a direct response from each of your efforts.
One of our clients was shocked when we pointed out that his $300 monthly Yellow Pages’ outlay yielded a meager 2 calls per month, which meant he was paying $150 per lead. By shifting his budget to pay per click ads, we multiplied his ROI tenfold.
The Sky’s the Limit
If you have cash on hand, take advantage of new media. Imagine the advantage that business owners had when they first realized the potential of advertising on television. The USA’s first television advertisement was broadcast on July 1, 1941. The watchmaker Bulova paid $4 for a 10-second spot, accompanied by the voice-over, “America runs on Bulova time.”
By today’s standards, the $4 price point is laughable. The same will likely one day be said about the current cost of digital advertising. So, instead of waiting for everything to shake down before you make your move, go for it. After all, even if your results are not typical, advertising online won’t likely lead to acne.
Until next week, I’ll be counting calories and Bowling for Business.