Blog :: The Unchained Entrepreneur

Should You Market Products and Services Differently?

By Stacy Karacostas · Comments (0)

Tuesday, November 22nd, 2011

Over the past 11+ plus I’ve spent as a Practical Marketing Expert, copywriter and consultant to small and large businesses, this is one of the most questions I’ve been asked. Seems entrepreneurs often wonder if marketing needs to be done differently based on what you sell.

The answer in my book is both yes, and no. While many or all of the same marketing tactics will work, how you use and execute them is going to be different. Because you’re going to be dealing with different barriers to the sale (i.e. reasons prospects won’t buy).

Recently, my friend and fellow marketer Sandy Martini had a terrific article on the subject I just had to share with you. Enjoy!

Services vs. Products: The Marketing Difference

By Sandra Martini

What does your business sell?

Over 80% of the market sells services and yet most marketing describes how to sell products. The difference between the two is huge:

Services are initially intangible. Products are decidedly tangible.
Services are invested in based on a certain level of trust and, often, worry that someone will/will not do what they say they will. Products are purchased based on wanting “it” (the car, the iPad, the *thing*).
Products either work or they don’t. Services have a lot more ambiguity in whether they “work” or not.

Most everyone reading this article offers a service:

Coaches, mentors and consultants
Healing specialists
Virtual assistants
Real estate agents
Information marketers

The great thing about service businesses is that you can truly distinguish yourself from your competition and price is less of a barrier.

Even product businesses are seeing that the road to more, and more frequent, purchases is paved with additional services. Services designed to impress.

Any car dealer can sell the XYZ car with all the options for a bargain. The competition lies in the add-ons: f.r.e.e. oil changes, courtesy loaner cars, pickup and drop off when repairs are needed.

You aren’t like your competition – you’re unique – your ideal prospects can’t compare you to the consultant up the street and make a decision on price alone. You see, when it comes to investing in your services, whether or not prospective clients hire you typically comes down to how they feel about you.

Nothing as simple as “I like the color” or “This car was rated a best buy”. It all comes down to feelings, trust, perception and personality. What’s their perception of you? Do they like you?

It may feel like high school all over again, but reality is for someone to invest with you, they have to feel a connection on some level – a certain trust that you’ll do what you say you’ll do and that you’ll keep their best interests at heart.

You don’t have to be the most popular person in the market – you do have to connect and resonate with your ideal clients. . .at every level of your business.

Knowing that offering a service means you have to connect with your ideal client and that she’ll invest with you if she trusts you, what can you do to increase your credibility?

Walk your talk
Ensure you make a positive impression at every contact point (website, newsletter, email, phone, etc.)
Ask clients for comments/testimonials and rotate them on your website
Understand your clients and what it’s like to be where they are
Provide Extreme Client Care™ such that you truly have no competition

So choose your words, and actions, wisely. If you, knowingly or not, betray the trust your prospects have put into you/your brand, it’ll cost you and your reputation and recovery is a long, impoverished road.

About the Author

If you liked this article, you'll want to hop on over to http://www.sandramartini.com/ for more comprehensive business building and marketing strategies, articles and resources. Sandra Martini, a Small Business Mentor, founder of Escalator Marketing™ and creator of the Escalator Profits Program™, teaches small business owners and entrepreneurs how to build sustainable businesses without losing their integrity or their minds.

What are your thoughts on this article? Please do share by leaving a comment…

Share and Enjoy:

Categories : Build Your Business, Practical Marketing

Comments (0)

Every Small Business Owner Needs a Killer Bio (or three)

By Stacy Karacostas · Comments (0)

Thursday, November 17th, 2011

As a long-time copywriter I know how hard most entrepreneurs struggle with writing an effective and compelling bio. Partly because they don’t really know what it should say, and partly because it’s really, really hard to write about yourself.

That’s why, when I run across a small business owner who doesn’t have a powerful bio, and they don’t know how to fix it, I send them to get my friend Nancy Juetten’s Bye Bye Boring Bio workbook. It’s so well-done and easy to use I wish I had created it myself!

Now you can learn even more about bios in Nancy’s article below. And you can also find out how to join Nancy on her upcoming free teleseminar Broadcast Your Brilliance – Monetize Your Message. Her topic below is SO right on target it’s a must read post even if you don’t do anything else…

One Size Bio Does Not Fit All Situations

By Nancy Juetten

One thing I’ve noticed is that people often mistakenly rely on one bio to serve multiple purposes. This is a mistake that can be avoided with some good work that will serve you and your business forever.

If you wear many hats, you need to have bios to suit every occasion.

If you are a speaker, you need a speaker sheet that showcases what you talk about and why you deliver a lot of wow with every presentation.

You also need a speaker introduction that sets the audience on fire with anticipation before you speak your first word.

These are not the same thing, so prepare the right story for the right situation so you are always "rock star" ready.

Similarly, if you need a bio that attracts clients, don't forget to identify your ideal client in the story you tell. Otherwise, the bio runs the risk of talking only about you and neglects to showcase the wow you deliver for clients who invest wisely in your services.

And, please, make every word count. Don't offer non specific claims that are packed with non specific results.

Example:

Well known for creating an exciting learning environment, Bob engages the mind of the learner leaving participants with an experience and information they will never forget.

Do you know what Bob talks about, really?

As my good buddy Liz Goodgold likes to say, "Specifics are terrific."

My advice to Bob is to get more specific about how he engages the mind of the learner. I want to know what specific kinds of information he shares that is going to change my life for the better. And I want to know the details in a way that turns my head.

This isn't easy to do. That's why it can be helpful to bring in the reinforcements. And you can get plenty of help on Nancy’s upcoming FREE TELESEMINAR Broadcast Your Brilliance – Monetize Your Message on 11-21-11 at 10 a.m. Pacific .

During this FREE call, she’ll address the specific steps she took to monetize my message to inspire you to do the same with yours. Yes, the call will be recorded so you can enjoy it anytime, as long as you register to receive it. Get all the details and register here: http://bit.ly/slF33W

About Nancy Juetten

Authentic Visibility Mentor Nancy Juetten helps mission-driven experts who are tired of being well-kept secrets and ready to do something about it to prepare and share their stories so they can prosper in the spotlight. She is a word wizard, workshop leader, speaker and Bye-Bye Boring Bio author on a quest to guide clients to spell out their greatness and broadcast their brilliance through the power of storytelling and publicity. Learn more at http://www.authenticvisibility.com/

What are your thoughts on this article? Please do share by leaving a comment…

Share and Enjoy:

Categories : Branding, Build Your Business, Copywriting, Practical Marketing, Publicity

Comments (0)

Marketing is 49 Percent Strategy and 49 Percent Execution

By Stacy Karacostas · Comments (3)

Thursday, November 10th, 2011

Every so often I run across an entrepreneur whose business is struggling, and who insists that this or that marketing tactic simply “doesn’t work for my business.”

It might be a flier or a sales letter, or social networking, or blogging or something else. Doesn’t matter what the tactic is, they’ve tried it, it didn’t work, and it never WILL work.

For me this is a huge red flag. Because I know that the vast majority of marketing tactics can work for the vast majority of small businesses – as long as they’re part of well-thought out strategy and executed properly.

The problem is, most entrepreneurs are trying to use all kinds of marketing tactics with no real idea of what makes them effective. So they aren’t executed properly. And they aren’t part of a bigger strategy.

On top of that, all too often entrepreneurs create ads, Websites, promotions and more with a very vague goal of “getting clients” or “making sales”. If you just want anyone buying anything you have to sell, your marketing is inevitably going to be very vague and generic.

In fact, that’s the kind of marketing you see most…Think ads that list a business name and logo, maybe what they do or sell, and a Website and phone number.

Unfortunately a generic ad, Website, sales letter or flier won’t do diddly-squat to actually grow your business. It just ends up seeming like more worthless clutter.

On the other hand, if you have a specific goal, you can be very specific in your marketing. Then it’s much easier to choose the best possible marketing tactics to implement your strategy.

It’s also much easier to create effective marketing materials. Because when you know the specific purpose of any piece of marketing you can write and design it to do the job. This is key.

Far more people are likely to take action when there is a specific offer and call to action to get one thing (as long as it’s something they want). As opposed to just stating what you do and your contact information and hoping prospects are going to put two-and-two together and take action.

So if you’ve tried one that didn’t work – ask yourself these 5 questions and you’re likely to find out why it failed.

And anytime you’re thinking about implementing a new marketing tactic ask these 5 questions and you’re sure to see more success…

1) What is the purpose of this marketing tactic?

2) Am I getting this in front of my ideal client or customer (someone who is ready, willing and able to buy)?

3) Have I made an offer that my ideal client or customer would not want to refuse, and that would help me achieve my goal?

4) Have I included a specific call to action that tells prospects exactly what to do to take me up on my offer (not sure what this is? Check my other article on Calls to Action here ).

5) Have I given them at least one good reason (usually a benefit or solution) to take action now?

If you’re not sure about any of these, you need to think your marketing choices through again. But once you get the hang of thinking this way, your marketing – and your business – are sure to soar!

Was this article helpful? Do you have more tips you can add? Let me know your thoughts by leaving a comment…

Share and Enjoy:

Categories : Build Your Business, Online Marketing, Practical Marketing

Comments (3)

Three Easy Steps to Getting More Marketing Done for Your Small Business

By Stacy Karacostas · Comments (0)

Wednesday, November 2nd, 2011

Do you find it hard to consistently do the marketing you know you need to do to grow your small business?

Are you one of the many entrepreneurs whose to-do list is so long you never seem to get around to writing that article, or sending out those cards? Or following up with clients?

If so, you’re not alone. The problem is, you’re in the same group as all those people whose business close within the first two years. Yikes!

In fact, one of the main reasons many businesses don’t succeed is a lack of effective, consistent marketing. Because if you’re not marketing your business consistently, chances are few people know you exist (and those who do will forget about you). And even fewer understand what you offer, and most importantly, why they should buy from you.

So unless you want to remain the best kept secret around, you need to find ways to get more marketing done with less effort (one of my specialities). Today I’m going to share a few ways to maximize your marketing time, and your results!

1) Get control of your email and your email habits.

First off, go in and clean out that Inbox. Unsubscribe from anything that isn’t really important. Anything you still want to receive and read, but that isn’t critical to running or growing your business, should go in its own folder. That way you aren’t wasting time deleting junk.

Secondly, whatever you do, DO NOT check your emails first thing in the morning unless you expecting an urgent email. Most things can wait an hour. And if you check email first thing then your day is dictated by everyone else’s wants and needs instead of what your business needs.

2) Choose one tactic to execute regularly.

Oftentimes, entrepreneurs don’t market themselves consistently because they are spread too thin. It’s hard to send out a weekly ezine, write a few blog posts, participate on multiple social networks, make follow up phone calls, create videos, and more weekly – especially if you’re a solo-entrepreneur.

Instead, make a list of the top three marketing tactics most likely to get you good ROI (Return on Investment of time and money). Then pick one and do it regularly – whether that means weekly, bi-weekly or monthly.

Once accomplishing that task regularly becomes a part of your routine, start implementing the second tactic on your list. Then the third once number two is rolling along nicely.

3) Do it first.

Now that you’re not checking your email first thing, you can devote the first 30-60 minutes of each day to marketing. When you do your marketing tasks first, you ensure they get done instead of endlessly pushing them on to tomorrow’s to-do list. So schedule that time in your calendar right now.

If you’re serious about staying in business — and growing your business — take these three action steps and get started marketing now!

Was this helpful? What other tips or tricks work for you to get marketing done? Please do share your thoughts by leaving a comment…

Share and Enjoy:

Categories : Build Your Business, Entrepreneur Mindset, Practical Marketing

Comments (0)

Tips and Tricks for Formatting Copywriting Content for Web or Print

By Stacy Karacostas · Comments (0)

Thursday, October 27th, 2011

Clients regularly ask me how much text is enough versus too much. Often entrepreneurs are afraid to put too many words on a page since all we hear is that people don’t read anymore. And everybody wonders what the deal is with those long, online sales letters that scroll forever…How can they possibly work?!?

The thing is, content—and in particular written content—is king. And it always will be.

The text on your Website, or in your ad or sales letter, is what is going to hold someone’s attention. It’s also what is going to explain your products or services, answer prospect’s questions, deal with their objections, and convince them to take action.

Sure videos and audios are great. And a picture says a thousand words.

But not everyone likes to watch videos or listen to audios (I, for one, much prefer to read than watch or listen unless a demonstration is warranted). And a picture can be interpreted, or misinterpreted, any way you want.

Without enough copywriting, there’s no telling what someone might think of your business, products or services. Or what action they’re likely to take after visiting your site, seeing your ad or reading your letter. That means you need copywriting, and plenty of it, to effectively market and grow your business.

However, you can’t just stick a ton of text on a page and expect people to wade through it—let alone buy. The key to getting prospects to read every word of your copy—whether it’s on a Website, in an email, or on paper—is proper formatting!

These days most people skim before they decide to invest time in reading. So visual clarity is key. You need to make sure prospects can get the most important information at a glance.

Below are a few steps you can take to ensure prospects get all the info they need from your marketing materials to confidently take the next step…

1) Create a Hierarchy of Information Importance

You communicate the importance of different info via its size and color. Whatever is most important needs to be the biggest and boldest text on the page (think headlines, guarantees, offers, calls to action). The next most important info is still going to be called out, but it’s likely to be less bold and smaller. And so on.

2) Create and Follow Standard Formatting Guidelines

You don’t want to end up with a rainbow colored page, or too many things called out. Do this and the reader can no longer tell what’s most important. Instead, come up with standard formatting guidelines and stick to them.

So all headlines might be font size 20 and red or orange. Whereas subheads, which are a step less important, might be font size 16 and blue. And information that’s still important but not as critical might just be bold, or red or highlighted.

No more than three colors should be used for text, usually dark orange or red for headlines, guarantees and pricing, plus one of your brand colors for subheads and call-out boxes, and black for body text for best readability.

3) Create a Double Readership Path

A double readership path is a way for you to ensure skimmers get the most critical information from your marketing pieces. So once you’ve got your information hierarchy and formatting in place for all the really important stuff, go back and skim your text.

Now, use bolding, highlighting, bullets and call-out boxes to create a more complete story for skimmers. That way as their eye skims across the page it picks up enough info to create a pretty clear picture of what you offer, why they would want it, and what they need to do next to get it.

Remember, don’t overdo it. If you bold or highlight too much then you lose your information hierarchy and skimmers can’t tell what’s important.

A Few Final Rules of Thumb for Formatting Copy

Keep sentences short (21 words or less) and paragraphs short (no more than 5 lines). Giant blocks of text and super long sentences are both intimidating and hard to read.
Make headlines bold and at least 6 points larger in size than body text.
Make subheads bold and at least 2 points larger than body text.
Use red and bold for critical information.
Underline links and links only.
Use all caps sparingly. Too many words in all caps makes it difficult for the eye to skim. And online all caps are the equivalent of shouting.

Got thoughts, suggestions or ideas to share on this topic? Please do leave a comment…

Share and Enjoy:

Categories : Copywriting, Online Marketing, Practical Marketing

Comments (0)

Copywriter Shares Secrets of Successful Print Ads

By Stacy Karacostas · Comments (0)

Wednesday, October 26th, 2011

Copywriter Shares Secrets of Successful Print Ads

Have you ever spent hours struggling to craft the perfect print ad to grow your business, only to have it run and get no results? Or spent hundreds—or even thousands—of dollars on advertising and not gotten a single client, customer or sale?

If so, you’re not alone. I’ve met loads of entrepreneurs who struggled with creating effective advertising. And while one of the reasons may be that your not offering what your prospects one. Or that you’re not advertising in the right place. If you designed your ad yourself, it may be the layout that’s keeping you from getting the results you want and need.

That’s why today I’m sharing a terrific article from my good friend and fellow copywriter, Michele PW. Follow her tips to make your next ad much more effective!

Three Keys to Crafting Successful Print Ads

By Michele PW

Want to create print ads that get results? Below are three keys to get you started.

1. Write for the eye. Print ads are visual. Therefore, craft ads with the eye in mind.

Eyes are kind of picky, though. So, here’s a checklist of what eyes like and don’t like:

A catchy headline that encourages them read more.

Art, such as photos, illustrations, clip art, shapes, etc.

Eyes like art. When you create the ad, create words AND the visual at the same time. Words and visuals should work together.

Designed in an interesting, intriguing, attention-getting manner. Eyes like that. Remember, graphic designers are your friends. If you don't have training in graphic design, I strongly urge you to hire a graphic designer to create your ad. The results will be well worth it.
White space (blank space in the ad). Eyes like white space. Eyes don't like print ads stuffed with words and/or art. Those ads look way too difficult to read and comprehend. So eyes will skip over those ads and find other open, clean ads to look at. (And if they do, you might as well have never bought the ad in the first place.)

2. Write for the busy eye. Nobody is reading a newspaper because they want to see your ad. (Okay, your mother is the exception.) People are reading the paper because they want information. Reading your ad is an afterthought. So, they aren’t going to spend a whole heck of a lot of time on it.

A common mistake is asking print ads to do too much. To be successful, print ads must:

Capture the attention of your potential customers,
Encourage those potential customers to remember what you want them to do,
Then persuade them to actually do it.

That's a lot to ask for one little print ad.

Print ads should have one message and one message only. The more "extras" about your business you start throwing into the ad, the more convoluted the ad is going to become, and the less likely your potential customers will act upon your ad.

Now at this point you may be thinking "Okay. We need one message. That message should be to get my potential customers to buy something, hire my services, donate money, become a volunteer, etc. Right?"

Well…

For one thing, that's a pretty big leap for your potential customers. Getting potential customers to buy without first developing a relationship with them is, again, asking an awful lot for one little print ad.

You might be better off inviting potential customers to take one small step in the buying process. For instance, stopping in the store for a free gift, logging on to your Web site to enter a contest, putting their names on your mailing list, trying a demo version of your product, etc. Let them get to know you.

3. Keep your target market in mind. Your message should be focused on your customers' needs, not your own. Getting customers to buy your products and services is YOUR need. How your products or services solve your customers' problems is THEIR needs. See the difference?

That's why so many retail stores have sales. They’re effective because they're solving a need (saving customers money). But saving money is not the only need. There are many others.

You should also think about ways to add value without bargaining on price (this position can backfire). Contests, free gifts, free reports, free food — stuff like that.

Think outside the box. And use that value as a way to set yourself apart.

Learn by example

One of the best ways to learn how to craft successful print ads is to study what's out there.

Get out a newspaper or a magazine and open it. See where your eyes go. What ads attract your eyes? What ads drive them away?

Which ads have headlines that intrigue you? Graphics that capture your attention? Copy that encourages you to find out more? Why?

Now look at ads that do nothing for you. Why don't you like them? Are they too cluttered? Too difficult to understand?

Have a headline that makes you yawn?

Sometimes you can learn as much, if not more, from bad examples as you can from good ones.

About the Author

Michele PW (Michele Pariza Wacek), Your $Ka-Ching!$ Marketing Strategist, specializes in is writing copy and creating marketing campaigns that gets people to TAKE ACTION, whatever that action may be (signing up for your newsletter, buying a product, hiring you etc.).

Michele has mastered psychological and hypnotic techniques designed to persuade your target market to become your customers. She also specializes in warm Web 2.0 traffic strategies that will bring a flood of hungry visitors to your Web site who want to buy exactly what you sell!

Whether it’s online or offline you need, Michele PW knows how to Rev Up Your Results! Learn more at www.michelepw.com

What’s work for you when it comes to advertising? Thoughts on this article? Please do share by leaving a comment…

Share and Enjoy:

Categories : Build Your Business, Copywriting, Practical Marketing

Comments (0)

Using Inner Marketing to Enhance Your Visibility and Grow Your Business

By Stacy Karacostas · Comments (0)

Thursday, October 20th, 2011

I first met Therese Skelly a couple years ago at an event. Since then, we’ve bonded over a love of marketing, ballet and having a life while growing a business. I’ve seen her speak live, interviewed her, and regularly read her blog. I've even been her client! (That's me and Therese in the picture below…)

If you feel like you have a ton of value to bring to your clients, but you’re having trouble bringing the clients to you, Therese is worth following! Her combination of marketing expertise and inner-self insight helps people step past their own internal blocks and boundaries and create thriving businesses.

She’s my guest expert blogger today, and I’m going to be interviewing her on a no-cost call on 10/26. Read on to learn more…

Why You Have to Stand Out from the Crowd to Grow Your Business

By Therese Skelly

One of the biggest challenges you may face as an entrepreneur is in how to get known as a go-to expert in your industry or community. But what you may discover after being in the game long enough is this fact:

Your visibility is more important than your ability!

What that means is that your ability is second to your visibility. In the marketplace you could be the most talented, the most dedicated, and the most likely to do a good job for a prospect.

Being invisible means being hard to find, your business is hard to differentiate, or you have a marketing message that is even confusing to your target market. Because of this your competitor who is less skilled than you are can be scooping up your possible clients. And this can be extremely frustrating, or even seem not quite fair!

Yet it’s the real world of business. And in this ‘new economy’ where folks are much more discriminating buyers, it’s critical that you stand out from the crowd.

That’s why I’m now talking about ‘beyond being visible.’ Because we all know we need visibility. It’s just not enough to roll out a few emails or pass out business cards and hoping someone calls you.

The real trick is to know what makes you different. The question you have to answer for your prospects is, “what would make you the very best person to work with?” And how can you find that, own it, and weave it into your business in a really powerfully authentic and attractive way.

This is what I call INNER MARKETING. It’s the ability to address and really nail those harder questions. That’s the work you have to do as you grow and evolve and before you roll out your newsletters or programs.

Listen…The world needs what you have. There are clients not being served because they can’t find you! The problem comes when you have crazy-ability and crappy visibility.

Let me show you some signs you may need some more fine tuning in your ‘inner marketing’ process:

You notice that what used to work to get clients in the door no longer is effective
You have so many ideas, you don’t know where to start, so don’t move much forward
You have lots of pieces in place, but can’t see how they fit together in a profitable or more leveraged way
You’re not getting the right clients and so you are drained
You have hit a plateau at the level of income you are at and you know you are capable of earning way more (and that’s so frustrating)

I want to show you what’s in the way of getting that “Brilliance out of your blind spot” and out in the world in a really cool way. And the cost of hiding that brilliance, or worse yet…settling for sounding like everyone else.

And why is this so critical right now? Because your work is just too important to keep in hiding any longer!

Is your business stuck because you brilliance is hidden in your blindspot? Are you ready to use your unique abilities to start attracting more of the right clients?

Then you’re in luck! I’m interviewing Therese on Wednesday, 10/26 at noon PT/3pm ET on “From Sputtering to Soaring… Finding Money in your biz by finding your brilliance in your blindspot.”

Sign up here now and be on your way to using your strengths to effectively market your business.

Share and Enjoy:

Categories : Branding, Build Your Business, Entrepreneur Mindset, Personal Development, Practical Marketing

Comments (0)

Making Facebook Work Better for Your Small Business

By Stacy Karacostas · Comments (0)

Wednesday, October 19th, 2011

Overwhelmed by Facebook? Not really sure how to use it, or what you can do with it? You’re not alone. Facebook has become one of the most popular social media sites for marketing small businesses, yet so many entrepreneurs flail around trying to figure out how to use it. Of course it also doesn’t help that they keep changing it.

So today I wanted to share a terrific article by my friend and social media expert Natalie Sisson at The Suitcase Entrepreneur. She’s got some great tips for using powerful features that have existed on Facebook for a long time, but often get forgotten. Enjoy…

5 Forgotten Facebook Features to Revisit

By Natalie Sisson

There are so many changes happening in the major platforms right now, it’s like a Facebook vs Google Plus battle, where each is developing new features at the speed of light, and while poor old Twitter looks positively dull in comparison, it’s all proving a tad overwhelming.

For those of you finding it all too much and losing faith in your favourite social networks, even for the experts, then this month is all about putting the power back into our hands to enjoy using social media again.

Whether you’re a social media addict, a time-strapped entrepreneur, a freelancer with social media clients, or the marketing community manager in your firm, this post is for you.

Read the rest on Natalie’s Suitcase Entrepreneur blog right here…

Share and Enjoy:

Categories : Build Your Business, Online Marketing, Practical Marketing, Social Media Marketing

Comments (0)

How to Use a Call to Action Effectively on Your Website

By Stacy Karacostas · Comments (2)

Thursday, October 13th, 2011

Recently, I wrote an article on: “5 Steps to Creating a Call to Action on Your Website that Gets Results” (Read it here: http://theunchainedentrepreneur.com/?p=1801 ). In it, I explained exactly what a Call to Action is, why every entrepreneur needs to use them on their Website, and then gave 5 simple steps for writing one.

What I didn’t talk about was how and where you actually use them in your Website content. So today I’m going to share exactly that.

Now, just to recap quickly, a Call to Action is where you tell readers what to do next. Basically a “Do X to get Y” statement.

On a Website it might be “Call 206-200-7594 Now to Schedule Your ‘Website Effectiveness Assessment’. Or “Visit my services page (insert link) to learn more about…”

It could also be something like “Enter your name and email below to…(get a free ebook, register for a teleseminar, etc.).

Even a “Buy Now” button is a Call to Action.

The thing is you can’t just whip up a Call to Action, place it randomly on your Website, and expect to see great results. There’s a psychology to using Calls to Action effectively.

You have to put yourself inside your prospect’s head, tap in to their internal conversation, and understand what they want. Plus what they need to know in order to be willing to take the desired action.

If you just plop any old Call to Action anywhere on a Web page, and your prospect still has unanswered questions or concerns — or can’t yet understand why they would want whatever it is — they aren’t going to do anything.

So, how do you know where to use Calls to Action on your Website?

Follow these 5 simple steps to effectively using a Call to Action

STEP #1 Determine the main goal of your Website, and the goal of each of your main pages.

Do you want to grow your list, have people call you, get people to buy products, click a link to read more, something else? Your answers determine what action you want them to take on each page.

STEP #2 Make a list of all the questions or concerns that might stop prospects from taking each desired action. Then be sure you address them.

Keep in mind, if you’re selling a high-priced product or service, prospects are going to need quite a bit of information. They may want to look at videos, testimonials, case studies and more before they feel confident about taking action.

So your Calls to Action should be designed to move them through your site by clicking links to learn more before asking them to buy now or call you.

On the other hand, if you’re offering a free ebook, their main concerns are going to be: “Is the information of value to me?”…“Is this worth my time?”…and “Is my contact information safe with you?”

If you can address all that on one page, your Call to Action would be “Enter your name and email below to get…”

STEP #3 Create a site plan showing all the pages on your site, how they are linked, and how you anticipate moving visitors through your site to meet your end goal.

You can do this as a simple flow chart either on paper or on the computer. If you only have a one-page site, squeeze page or long-form sales letter, skip this step.

STEP #4 Insert Calls to Action where it makes sense.

Be thoughtful about where to place your Call to Action. And about what you’re asking prospects to do. Again, you want to try to tap into their internal dialogue Then put your Call to Action wherever it seems like you’ve truly made a convincing enough argument for taking that action.

STEP #5 Make it big, bold and obvious.

The last thing you want to do is hide your Call to Action by burying it in text. Make links bold and a different color from the body text. Make Buy Now buttons big and bright.

Calls to Action aren’t just for Websites. You can apply this same process ads, promo emails, tweets, Facebook or ezine blurbs, or any other marketing pieces—both online and off—to increase response and results.

The bottom line is…Having clear, obvious Calls to Action on your Website—and in all your marketing and advertising—is one of the keys to small business success.

Because if someone doesn’t know exactly what to do next—and how to do it—they probably won’t do it. But if you make the right offer to the right people at the right time—and you’ve given them all the info they need to take confidently take action—they probably will. That’s good for everyone!

Do you use Calls to Action on your Website or in other marketing materials? What works best for you? Please do share your thoughts on this topic…

Share and Enjoy:

Categories : Copywriting, Online Marketing, Practical Marketing, Social Media Marketing, Website Marketing

Comments (2)

Pushing the Boundaries: Knowing What You’re Truly Capable Of — In Business and Life

By Stacy Karacostas · Comments (2)

Tuesday, October 11th, 2011

If you’re a Success without Shackles subscriber (and if you’re not, what are you waiting for? Sign up in the box on the right!), you know I’m an extreme sports junkie and serious recreational athlete.

Whether I’m skiing, backpacking, mountain biking or whitewater kayaking, I’m often pushing the limits of my abilities and fitness. Not to mention my ability to keep my head together.

I’m regularly amazed at the difference between what I think I can do, and what I can actually do. This has become even more apparent since I started doing Crossfit a few months ago.

Crossfit is an amazing cross-training workout that uses everything from kettle bells to tractor tires and a good bit of barbell work to get you in shape. The best part is the workout changes dramatically every day.

One day might be a long, slow 30 minute workout. Another day might be what I call a “6 minutes to puking” workout involving loads of reps in a really short amount of time.

Now, I’ve never really lifted weights or done most of these exercises. So on more than one day I’ve looked at the proposed workout and thought “There is no way I can do that!”

The incredible thing is I’ve managed to complete them all. Who knew a little thing like me could lift 55 pounds overhead 35 times, plus do 35 burpees (crazy, whole body to the floor followed by jumping pushups) in 7 minutes?!?!

I sure didn’t until I did it. And I still wouldn’t know—and I’d be holding myself back—if I had never tried. Sure I might be sore and tired after, but the sense of accomplishment and feelings of mental and physical strength are worth it.

Okay, so what’s this got to do with growing your business?

Let me ask you a question…

When was the last time you really pushed your own boundaries, stepped out of your comfort zone, and found your limit? We’ve become a culture of convenience and comfort, so chances are the answer is “not recently” unless you’re an athlete.

The problem is, all too often we assume we can’t do this or that—especially when it comes to marketing and growing a business—without really knowing what we can truly do.

My clients regularly say things like “Oh, I could never come up with enough content for a blog or newsletter.” Or, “I don’t have time to call my new clients or patients and follow up.” Or, “I could never create videos…Or speak in public…Or sell my knowledge as a consultant.”

Or my favorite… “I could never ask for that kind of money.” This one usually from clients on the verge of going out of business because they aren’t making enough to survive.

Remember, if you think you can’t…You’re right!

The reality is, you’re capable of a whole lot more than you realize. And the only way to find out what you can do is to go for it. Try to find your actual limit, instead of the one you’ve imposed on yourself for no good reason.

If you don’t, you’re discounting your abilities and holding back your business growth.

Are you a boundary pusher? What do you think of this article, and the power of finding your personal limits?

Share and Enjoy: