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Ugly websites make more money killer websites and electronic marketing for small busin

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  • Story: Driving – remember you had a great idea, just can’t remember what it was.
  • Anyone with teenage kids … experts at this … Yeah I Know Mum … When older do it a little more politely … cross arms and say it to yourself … KILLS Learning … Get agreement everyone will treat today as a totally new experience … Introduce ISN’T THAT INTERESTING … ? Total 2 Mins
  • As you bring up the formula again, get them to call it out. Then point out the difference between the red and white symbols. Remember the equals sign, you can only change 5 things. Here’s another one where they’ll notice how they’ve been focusing on the wrong areas.
  • As you bring up the formula again, get them to call it out. Then point out the difference between the red and white symbols. Remember the equals sign, you can only change 5 things. Here’s another one where they’ll notice how they’ve been focusing on the wrong areas.
  • More important than your webmasters opinion on your website or the graphic designer’s opinion of your website your opinion of your website or even my community website is the opinion of your website? Your customer’s opinion of your website is the most important thing.
  • It is possible that you may have readers of your website that will have conflicting needs info bits. How many of you want to attract wholesalers or distributors? Do you see where not only in addition to retailers? Do you see where not only the wholesalers and retailers have given me but actually to conflict? Knowing that you have two different distinct types of readers can help you create a better webpage. In a case like that you may want to separate sections of the webpage that are advertised differently www.coachThomstoragesheds.com\\dealers were you may want to have a separate page altogether.
  • Focus on the task. Creating a killer website is different than other forms of advertising. What are the key difference is that when people use the Web they are obsessively focused on completing a task or tasks. Does that make sense? Just a quick example to drive the style. You are going to get a lot of the staff up front. View in the blue shirt tell me about your last website search element has to and you will be looking for? Do you see where you were task focused? How was your experience with the right to do that? The more the site is modeled to give the customer assistance with their tax the better the experience will be.
  • Don’t take my word for it take a look at how to master’s follow this rule. Google, Yahoo, Amazon, and eBay. They are upset in their pursuit of making sure that you either can quickly and efficiently complete your task.
  • When we go to our clients on newspaper or Yellow Pages advertising strategies to coach them on attention adding techniques. On the Web do not think of attention-getting but rather attention-getting. If all you do is focus on attention-getting and do not give the customer what they came looking for you will annoy them t hey will go backwards and you’ve lost the opportunity to do business with them The reason I am coaching you want to find is that this is more important than what colors you use or even what words you select. You see users of the Web have attention deficit disorder and extreme form. If I were to walk up to you and start having a casual conversation about coaching, I could keep your interest for maybe a couple of minutes. I probably could indeed you just because you want to be polite. You will allow less time if you were to read a sales letter for me or perhaps read an advertisement in the newspaper. There’s really no one to be nice too. And finally on the web because the only reason people want a website is to accomplish the task if you have not given them what they want in literally the first few seconds it will become. Taking in the view.
  • The reason I am coaching you want to find is that this is more important than what colors you use or even what words you select. You see users of the Web have attention deficit disorder and extreme form. If I were to walk up to you and start having a casual conversation about coaching, I could keep your interest for maybe a couple of minutes. I probably could indeed you just because you want to be polite. You will allow less time if you were to read a sales letter for me or perhaps read an advertisement in the newspaper. There’s really no one to be nice too. And finally on the web because the only reason people want a website is to accomplish the task if you have not given them what they want in literally the first few seconds it will become. Taking in the view.
  • I don’t know why it is so ugly also been to focus on more than you do. It’s not the purpose to get into a social commentary, but often times what I see from well-meaning intelligent people working on the website is a focus on more rather than less. There is one word that describes all great website: useful. Not long, not detail, but useful. When creating a website or renovating your website follow the maximum length is more. What happens when you go to a website and you see a message that says Merry Christmas and happy new year 2005. One way to define a more is to only create a website that you and your tuning in. I personally think that there is a great teacher for the folks out there I like to call them at editors who not only have a grasp of what should be published on the website but just as importantly what should not be published on the website. Your website will be judged by the all-important consumer not by any kind of hat award or graphics were produced website based upon not how pretty it is or how large is the value it delivers. If you or some member of the team has not read every single page of your website in the past for one thing you website is not being professionally managed. Either parent down into a manageable size or make sure you were giving the human resources attention to it and it deserves.
  • Rethink the number of choices you give a customer on your webpage. In my experience in helping clients writing effective copy for any and all marketing – whether it be direct-mail postcards or radio scripts or sales letters for WebPages there are different rules about how many choices to offer a customer. I read a book once called the Paradox of choice very Schwartz writes about Jim study where a group of people were given the opportunity to sample the selection of high quality can. In one instance they were scan available to sample any other they were 24. Smaller sample of June attracted fewer people attracted fewer people however 30% of those people went on to buy some jam. Of those who had the opportunity to sample 20 4 p.m. 3% may purchase. This is another example of the more more more factor. The point when designing your website keep the quantity of hugely small.
  • People read websites differently. They read them more like a highway sign that made you appalled. So our coaching office recently received an award where we renamed the number one offense the best coaching office in North America. And part of our reward as some of you may know as we received a coaching session from the founder of the franchise by checkers. The US office located in Nevada. And we flew out to McLaren international Airport in Las Vegas. One of the things I like best about McLaren is the way they focus on functionality the way they focus on tasks. When you come down the escalator you immediately see large signs that say
  • The mistake of learning from older websites. They were the first one the first companies the first groups to make websites? The guys with more money and the guys that have the technical ability. Well they made a big mistake. What bothers me is that you my clients my students members of the local business community who I want to see happen to accidentally followed their lead. The mistake that they were if they wrote in the form of week. Older websites out the websites can always be identified by the way they place them importance on themselves on their product on their history on and on time on them. A more modern approach and the one I’d like to the one that I’m teaching you right now is biasing focused on the customer. What’s in it for me you have heard that some of my clients or if you’ve heard me coach on marketing and advertising what’s in it for me is crucial What’s in it for me go through and try to do what’s to the user
  • Let me take a temperature check. After the first round of information how many of you are e motivated to go back and include your website? Are you getting a feel for what a killer website looks like? Some of you spit back to me tell me some of your learning so far in our workshop what are some things that you have written down what might be some changes you going to make to make your own website killer? Very good how my doing to you learning? Excellent excellent Excellent. I sincerely hope that you will go back and focus more on the contents the words and pass completion than you would on other aspects you may have heard more compelling? You bet you. The importance of education-based marketing second reason Important and frankly I think are just silly. Your website should be about information. There are two ways to measure re the value of the information on the website one it must deliver new knowledge the people you are informing must know something they didn’t know before they break yitour website. They must learn something they didn’t know before they break your website. Education. I have a few clients in the room I am curious to see if my professional opinion comes out in my coaching from going to close one of you why do I believe in educating education-based marketing? Because if you can happen if you educate so
  • Looks very mind two things you can take and do with this information – you can take what you’ve learned notes that you’ve made and do nothing with them. You can take what you’ve learned in try to apply them on your own a third option you have available a one-on-one website consultation with me when we were all together go over and apply these teachings specifically to your website. And for because so much of what goes into a good website is good marketing we are also offering a business object which will let you into coach have a free coaching session to discuss challenges and opportunities not only a new marketing leading your website altogether.
  • Dress contest contest. Creating a killer website requires a lot of testing. Make sure you have accurate data about your website if you have your website professionally hosted make sure that you are receiving and analyzing the data on your website. Again a reminder that you do not have time to analyze the behavior of your website really will be better off with a small one. How many people visit the homepage and then leave? How many subscribers to your newsletter did you get this month? How many repeat visitors could you have this month from a one-time visitors to have. I testing the data will tell you this information. A better web managers largely interview their customers to find out they are watching their psychology when viewing a website. Better web managers and Thomas for marketing people who rely on the website as an important source of leads towards conversion rate will actually contact usability tests. When they sit down with the customer and watch them interact with the website. Seen me outside of class if you are interested What’s in it for me .2 view of the customer. It’s not a murder mystery. Tell them to take right away. I’ve taken a lot of courses in writing and personally spent a lot of money on college courses that tied the how to communicate and how to write. All of that is thrown out the window when we are writing content for a killer website. You see when you normally write for marketing we start broad and work her way down to the specific. Think of a pyramid upside down. In the final. Because of the nature of the GDP of the customer is important that we get to the point right away. Remember those to identify customers coming from? Does it make sense where you would be foolish to bury them back on page 6 and he would be wise to include them on the homepage? Preferably on the first screen. When it comes to content and the key message should come sooner rather than later.
  • My favorite website now Southwest airlines.com Southwest Airlines I could give a full workshop on all the things they’d be right gets it right in their website. They must’ve heard me talk when I say websites are not a murder mystery tell them to get it right away because what they include on their homepage. And I love the way they talk about rules and restrictions from the very beginning do not annoy your readers. If you have a rule or restriction that goes with an offer doesn’t make sense where you would want to tell your reader about it right away? Southwest Airlines makes it very clear on their homepage that their fares or prices are created only a few months now. They tell you that right there on the homepage. They also tell you after just one click what will happen if you change or cancel your airline ticket. Compare that to US Airways where Dilworth and seven clicks would flaunt it is about as big as my fingernail would you get to be legally disclaimers to talk about what happens if you change or
  • The mistake of the old websites. Not writing from the customer’s point of view. Making your customers feel special meaning understanding what they really care about. What they really care about can sometimes be different than what you really care about. I recently was arguing with a client about whether or not to include some educational information on our website that had no real relation to the product we were selling. What the client cared about was not the same thing as what the reader cared about. The client really didn’t care about the steps you should take in advance to prepare yourfor your new shed. The customer for gusto about this. Some of the things your readers really really really like you may not like at all. Another interesting phenomenon on websites is that the people you target off-line are not necessarily the people you need to target online.
  • The mistake of the old websites. Not writing from the customer’s point of view. Making your customers feel special meaning understanding what they really care about. What they really care about can sometimes be different than what you really care about. I recently was arguing with a client about whether or not to include some educational information on our website that had no real relation to the product we were selling. What the client cared about was not the same thing as what the reader cared about. The client really didn’t care about the steps you should take in advance to prepare yourfor your new shed. The customer for gusto about this. Some of the things your readers really really like you may not like at all. Another interesting phenomenon on websites is that the people you target off-line are not necessarily the people you need to target online.
  • Of the first paragraph and if that’s not interesting they might start reading the second sentence however with more likely is that if you have bored you to death if you have annoyed them if you are not helping them complete the task they will take the dreaded back button and you bought them. When reading people zero in on the top of the page in the first half of the first sentence. You could even say that I am very passionate about WebPages and electronic marketing or I’m just a weirdo. Here’s an example and I’ll let you decide if I am just passionate about what I’m teaching you out what I’m coaching you wore a fun just a freak. I was so excited to learn that there was a report published in 2005how people look at me. It was called. It was brought to us from the same people who were able to test how a shopper looks at shelves in a grocery store. I was more excited about this report coming out than is probably normal. I track. What I track does is they put this huge helmet on people which is infrared
  • So how do I write how do I start writing all of this stuff? And how do I know what to put into my capital letter at? The best practical coaching I can give you is to focus on I see: who cares? Is it compelling? Is it clear? Is it complete writing is concise? Is that correct?
  • Who cares. After you write anything for your webpage go back and ask who cares don’t fall into the trap assuming that just because you passionately care about something your customer will.. Those of you who have received my coaching on advertising that I can be kind of tough and that I will come back with statements like who cares and show why after you have suggested copy it to do when an asset. Once again I take you back to the importance of Tom sitting in his underwear at the clock and the morning where he does not have to be nice to anyone. I don’t care about it I will click and go backwards leaving you in the past make sure you are riding copy that people truly care about.
  • The better tracks G learned earlier that the readers of your website don’t really agree that they stand. So you’re better off using scannable copy or scannable words. Users will stand your website just like a traveler coming in from New York to save the world and the surroundings to look for the information they want. When people scan your website though Stan the homepage to see if they work is signed for the past then once they see words that will stand get a
  • Keywords sometimes called fair words are the core patterns of content. If you are words key words are the core patterns of content and self-service is the core pattern of the web itself. There are three core principles of self-service: one convenient. To speed. Three price. People are cheap on the web partly because of the early history of the Web so much stuff was freethe webmaster as the person in control there. Because some sunshine laws I was able to poke around and learn some things about first.... Also find it interesting that they hired someone from a marketing department of the major department store to run their website and not computer geek. If you look at first... in that capital letter have you will see one fine government benefits to apply for government grants. People are cheap self-service and they are helping with this task. You must absolutely be fast. You don't pay to waiting McDonald's and you don't pay to wait on the web that's why people hate this flash intro pages and that's w
  • Choose wisely
  • With your new perspective in your new way of looking at the web why do you think keywords are more important to you now the editor of your website? Is anyone brave enough to tell you that they probably won’t go back and rethink some of their key words. Some simple thought having your AP and Sally and her personas right in front of you in a long way when choosing your keywords. But there is nothing more valuable than conducting face-to-face field research with your reader to find out what keywords they consider. In a lot of my coaching in sales one of the ongoing assignments I give my clients is to look for opportunities to really interview their prospects. Although a rich act did you see is mandatory for almost all action coach clients to tell us if we are making wine investment decisions on advertising a more detailed interview of the user of the reader can give great insight. Pathos in the from the Internet find out specifically very specifically which keywords are used to locate you your customers care words are not yours. the webmaster as the person in control there. Because some sunshine laws I was able to poke around and learn some things about first.... Also find it interesting that they hired someone from a marketing department of the major department store to run their website and not computer geek. If you look at first... in that capital letter have you will see one fine government benefits to apply for government grants. People are cheap self-service and they are helping with this task. You must ab
  • As some of you know in addition to being a business coach I am still a business owner well I am one of the owners of the coaching firm now so you can separate businesses one of which is a hotel. One of the: I happen coaching clients is trying to pass along what I did to still have a business that runs without me. But I digress. Check out this chart from page 111 from Gerry McGovern’s book look where cheap travel completely cleaned travel special offers and spent vacation deals. Do I care about what the word she would do to my reputation or do I want people to come to my site. And once they’re there if I’ve identified one of the pass of a reader back at the hotel we call for Michelle is to check for the quality of the hotel. So I had the opportunity to address any concerns you may have about quality.
  • The 20/5 rule states that 25% of the value will be created by 5% of the content this is a long nap the place where the killer Web content resides every time I help the client with the keyword poll I’ve noticed that there is a small groupings of keywords usually no more than six words or phrases that get a disproportionate amount of scores if you’re interested for example there are two words accommodation and special offers at between that to the overall scores I call this the wrong net because of the opposite of the long tail the Long tail represents the battle or the 75% makers to 95% of the content there is value in the long tail but it is the wrong net with the most condensed profit and value lies. Is a longnecked every website I’ve ever examine the core essence of what the customer wants from unfortunately as if it’s a computers do not understand the essence of what they do improve that fits that mistake understanding your website is about perfecting those tasks and how you deliver maximum value
  • The mistake of the old websites. Not writing from the customer’s point of view. Making your customers feel special meaning understanding what they really care about. What they really care about can sometimes be different than what you really care about. I recently was arguing with a client about whether or not to include some educational information on our website that had no real relation to the product we were selling. What the client cared about was not the same thing as what the reader cared about. The client really didn’t care about the steps you should take in advance to prepare yourfor your new shed. The customer for gusto about this. Some of the things your readers really really really like you may not like at all. Another interesting phenomenon on websites is that the people you target off-line are not necessarily the people you need to target online.
  • Searching how to get found every day millions of people search on the web and if your content is not on the first page of search results you might as well not exist for many of them a study of a search specialist company called Monday’s talk says that only one person in 20 goes to the second page of search results I’ve read other studies that say if you’re not on the first three pages or at the most five forget about it. Don’t panic. There are more ways to direct people to your website in just two churches. I’ve worked with clients who have gotten 10 to 120 to one 30th hundred one return on the investment of the but still had scored poorly in search results. Search is important for you if you’re have a broader appeal. Remember the importance of the target. If your business your product or service likely to be searched by coach Thom at three in the morning sitting in his underwear? If not you probably can take a brief snooze during the sex of the workshop. Take this business coaching business. Not man
  • Getting somebody to click on your search results is just the first that. Search engines try to understand why and how people search so if you publish content that people are searching for you will be rewarded.
  • A friend of mine from Penn State niches free coaching from me all the time. He owns a real upscale hotel in California. He asked me to critique his website. I gave him such a good critique that he didn’t for about six months. One of his big mistake From being overwhelmingly self-centered egotistical ass was a constant use of deluxe hotel and its content and in his search engine strategy. I was able by using overture to show him that people were 40 times more likely to search for luxury hotel and deluxe hotels. Had he started from the foundation of writing how people will search in he would not have had that problem.
  • Linked with the new disc. Five years ago when of the threat and the search engines to test was to get the link with as many websites as possible. It’s just time.like Google to ask you all know that Google is fought in the way of search engine? Google is obsessed with its customers and how they use it. Google caught off back results are encouraged that were not what he wanted. And they got to the bottom of trek. In what is now called the Google dance google changed its rules or algorithms and no longer rewarded you if you had lived on 5000 different sites. In fact in late 2005 actually begin penalizing you in your ranking if they sell you did. The more people see you linked to within a particular discipline the more impressive than likely to be as Web linking the kind of like word-of-mouth. Search engines like to find logical patterns and groupings from the contender reward you if you are well linked in the particular pattern. Go for quality not quantity be careful about reciprocal linking that you g
  • Include keywords in the land as opposed to click here-.for that linked with the right care words Get linked from websites that don’t link much.more get linked with the right care ward.allowed in Gatling.
  • (5 min) Ask the questions – 3 minutes and talk about them with people on table It might be obvious – something springs to mind Or something or someone you regularly complain about It might be a concern you have – about your competition, your team, your cash flow Who’d like to share Now I’d like to ask you the question – what is the impact on you by not addressing these challenges? What will be the future impact if this keeps going the same way? So how are you preparing to overcome them? lets look at what required step by step to create it…
  • So lets look at a few points of uniqueness (go through list) What are some of the common links between the unique area: Specific Different etc Important fact – marketing is all about perceptions – so sometimes you may be the same but you market as a point of difference
  • Transcript

    • 1. About Coach Thom  Senior Partner ActionCoach Central Pennsylvania  Total of $9 Million new revenue created through website improvements  Named “GLOBAL Coach of the Year/Client Results” -2009  Beat out coaches from London, Mexico City, Singapore and Sydney
    • 2. Ugly WebsitesMake More Money Coach Thom Finn
    • 3. Learnings…. BFO’s . n han. ow tter T m D s Be ten The te i rgot rite No t Fo W ten it Wr t Tho ugh orly rea A Po A G Blinding Flashes of the Obvious
    • 4. And your Commitments to Do  BFO’s  To Do’s
    • 5. To Make Sure You Get theMost Out of Your Learning ... I KNOW
    • 6. Fold white piece of paperover 1st Name Type of business
    • 7. A NEW way of looking atwebsites  Great question is “Whatcha gonna do?”  It’s OUR time! Not the graphic folks, not the geeks….but thanks for your pioneering  Nobody knew HOW the web worked  “I kind of think Coach Thom is a little crazy…” – name withheld  E*Marketing is HONEST  Ford’s 7 different websites  My guarantee: You’ll know more about websites than your web guy does.
    • 8. Increase Number of Leads xImprove Conversion Rate = Increase No. of Customers x UP the No. of Transactions x Increase Ave. $$$ Sale = Income xImprove the Margin = Profits
    • 9. Increase Number of Leads xImprove Conversion Rate = Increase No. of Customers x UP the No. of Transactions x Increase Ave. $$$ Sale = Income xImprove the Margin = Profits
    • 10. Who should you really listento?  A. This blow hard at the front of the room  B. Your webmaster  C. Your customer
    • 11. Who is your reader?  This marketing that is  What are their hobbies? essential  How are they  Male/Female informed/educated?  How old?  How do they approach your product?  Where do they live?  How do they learn about  Married? Kids? your product?  How much do they earn?  How do they use the web  Whats their house like? for your product?
    • 12. PERSONAE/S*  How long is the marketing cycle?  What IS the marketing cycle?  How long is the sale cycle?  What IS the sales cycle?
    • 13. Who do you write for?  The retail customer?  The Wholesale distributor?  The person who got your direct mail?  The folks that saw your ad?  Should you clearly Define your site?  Should you have separate site?
    • 14. Pick a Personae..
    • 15. Pick a Personae..
    • 16. 5 Minute Exercise: Findyour Personae/s  Personae #1 is_______________  And they are________________  __________________________  And ______________________  Personae #2 is_______________  And they are _____________________  ________________________________  And _____________________________
    • 17. “My main focus, as creator of mycompanys website should beon:” Graphics Animations Tasks
    • 18. Exhibit A: How your targetinteracts with different mediums  Newspaper reader  Direct Mail and Catalogues  Professional Trade Magazine  Web user
    • 19. Exhibit A: How your targetinteracts with different mediums  THINK! THINK! HOW will these people typically interact with these mediums?  Newspaper?  Direct Mail/Catalogues?  Trade Magazine?  Web User?
    • 20. Group Case Study:  Volunteer or Prepared Case Study?  Target: Colleen wants a new deck  Will the web be the 1st thing she checks?  How will she use the web? (LG? CR?)  Once there, WHAT are 4 likely tasks she wants to accomplish?  Okay..remember this and compare these FACTS with….
    • 21. HOW the web is used  Different from face to face  From Sales letter  From print ad  Low % return to a site, book mark
    • 22. Best Slide from Today  What are the 4 tasks a reader wants to accomplish when they visit your site  What 3 questions will they have?  What 3 objections will they raise  All 10 must be on your site
    • 23. Homework Assignment:  What are the 4 tasks ______(insert name) come to your website to do  Can they currently complete these 4 tasks?  List the steps you must take so that ____ can accomplish what they want when they arrive.  Think “effortlessly”
    • 24. Less is More  What does FILLER mean?  USEFUL not big  The “more” gene  Who is going to manage all this stuff?  If you are your staff haven’t made necessary updates in the past 6 months, get rid of it  Analyze your site statistics for duds.
    • 25. Limit Choices
    • 26. Think “Signs” Toilets Taxis Baggage Claim
    • 27. Temperature Check..  Who is motivated?  Focus MORE on the contents..the words..less on graphics and pictures  Focus on EDUCATION  Educate your customers  Sally must learn something as a direct result of coming to your website  #1 Rapport, #2 Trusted Advisor
    • 28. Creating Killer Websites…  Test, test and test.  Usability Studies  Your webpage’s analytics  Google Analytics for free  Not a Murder Mystery- tell them “Who Done it” right away
    • 29. Navigation Basics#1 Popular Task #2 Popular Task #3 Popular Task #4 Popular 2-dairy infor. Popular pic. Popular pic. 2-dairy infor. Popular pic. Fishing. 2-dairy infor.Boring/required Boring/required Boring/required
    • 30. Navigation Basics#1 Popular Task #2 Popular Task #3 Popular Task #4 Popular 2-dairy infor. Popular pic. Popular pic. 2-dairy infor. Popular pic. Fishing. 2-dairy infor.Boring/required Boring/required Boring/required
    • 31. www.yourwebpage.com  Try to write in bullets  Since people Skim more than they actually read, you’ll get your point across to them  Remember GIVE attention at this point, not get attention  Talk in the shape of the Pyramid.  Lesser points at the bottom
    • 32. www.yourwebpage.com  Try to write in bullets  Since people Skim more than they actually read, you’ll get your point across to them  Remember GIVE attention at this point, not get attention  Talk in the shape of the Pyramid.  Lesser points at the bottom
    • 33. www.yourpage.com  THISWORD and THESE words will be more important to the reader when they skim your sight. You know how I said people read, well in truth they actually SKIM. I was just trying to make a point about READING over graphics. So in a narrative (and use these sparingly) you want to make sure you lead with your KEY words. Leading with the Keywords will also get you rewards from the search engines, which we will talk about later..  And then REPEAT this process with your next. You want to get their attention with these keywords and tell them “Who dunnit” right away.
    • 34. www.yourpage.com Main Page More info. On High Lite from Lesser Main page importance Lesser importance Little importance
    • 35. Important content first onpages  After 100 words.. Lost 25%  After 300 words…lost 40%  By 500 words…lost 60%  By 1000 words…lost 80%
    • 36. “Thanks for scaring the pants offme Coach Thom, just WHAT doyou suggest I write about?”  Care?*  Concise  Compelling?*  Clear?*  Complete?  Correct?  * focus here
    • 37. C= Who C ares?  Rule for all advertising and marketing  Write from their point of view  You are NOT your target market
    • 38. Is it C ompelling?  WIIFM  The purpose of the first word is to get you to the 2nd..  The purpose of the first sentence is to you get to the 2nd…  The purpose of the first page is to get you to the 2nd…  Draw the reader in using Keywords
    • 39. Is it C lear? Toilets Taxis Baggage Claim
    • 40. In Short..
    • 41. KEY WORDS We usually think of them as….. And we usually use key words to… Think of Key words more for your customers Write for the readers, NOT the Search Engines. The Search Engines will reward you. Eventually. Be patient.
    • 42. Key Words for Self Service  What web users expect when they are doing it themselves.  Elements of Self Service  Convenience  Speed  Price A Successful web page is one that lets the readers accomplish the text they came for.
    • 43. Keywords Before S.E.O.  The basis for Search Engine Optimization are Key WORDS*  When Larry sits down at the computer he search is based on Key WORDS*  Search Engines reward sights with higher rankings by repeated views, which are based on Key Words *not pictures, not graphics, not out of the box web design, not flashy intros, not $90 and hour color schemes
    • 44. Key Word cycle ...
    • 45. How to (technically) submit KeyWords to the Search Engines  www.google.com/addurl/  http://search.yahoo.com/info/submit.html  Outsource it to someone who knows the extra technical tricks.  Matt @ EZ Solution
    • 46. Guaranteed 1st page placement onGoogle or you don’t pay us!Keyword SelectionSite Evaluations & OptimizationLink BuildingEZ Solution: Matt Boamanwww.ezsolution.com291.4689
    • 47. Choose Keywords Wisely  Letting the Search Engines use what is currently on your sight……..F  Putting 5 minutes of thought behind what you think your customers will search and submitting those to Search Engines….C  Conducting 2 hours worth of informal chats with customers finding out what they type and submitting those words….A
    • 48. Create a list of KILLER Keywords  Prepare a list of possible keywords  Get customers to choose the ones most likely to use  Analyze the results  Have these/submit these to Google, yahoo, MSN, AltaVista or specialty Search Engine
    • 49. 3 Minute WorkshopExercise Brain Storm a list of possible keywords Put a CHECK by the ones you think will be more popular
    • 50. What we think VS. What theythink
    • 51. What we think…what theythink  Accomodation.2,479  Hershey………..263  Special Offers..2,373  Harrisburg……..160  Planning a trip..1,475  Capital Region….25  About Hershey.1,234  HHC Visitors Center.22  Getting Around..1,048  Tourism Bureau…21 Thom, quit your job and write copy..
    • 52. What we think…what theythink  Vacation Deals…………………17,623  Vacation Special Offers…………….0  Travel Special Offers………………46  Cheap Travel……………………90,969  Travel deals……………………..58,615 To hell With your brand!
    • 53. Penn State
    • 54. US vs. THEMPSU Staff Prospective Studentsability to explore ideas with lecturers future job prospectscurriculum placement ratiospedigree attritioncurriculum vitae career advicesyllabus social lifeinternships night lifeclass size housingcourse content… feescourse objectives top ranking universityresearch registrationUSDA lab getting the courses I want
    • 55. The Long Neck250020001500 Care Words1000500 0 1 20 40 60 80 100
    • 56. Navigation Basics#1 Popular Task #2 Popular Task #3 Popular Task #4 Popular 2-dairy infor. Popular pic. Popular pic. 2-dairy infor. Popular pic. Fishing. 2-dairy infor.Boring/required Boring/required Boring/required
    • 57. Years of Education andExperience on Copywriting in 4points..  1. Use Keywords as lead in  2. Write in 2nd person…when considering becoming a gazebo dealer, you should consider..  3. NEVER write in 1st person..We are egotistical snobs who don’t care about anyone  4. Write as you they speak
    • 58. Okay..so it wasn’t 4 points  Limit your dead ends. “Return to”, next step. Help your reader complete the task you wanted them/they wanted  Talk to one of your experts  Request your free custom made quote here  Receive a catalogue by mail  Reserve your seat at the workshop now  Learn more about the speaker  See what other customers are saying
    • 59. Search: Getting Found  Links! Not gimmicky quantity- links  Google Dance  Google OBSESSED with customers’ tasks  Reward you for linking in a logical pattern  Go for quality  Be a link snob  Be tight with reciprocating links
    • 60. Don’t vex Google & Yahoo  Too good to be true?  White words  Messing with meta tags & headlines  Be Patient. You shall be rewarded for your content.
    • 61. Why you should fill out your wrapup surveys:  “As the owner of commercial building firm that specializes in car dealerships in South Central Pennsylvania, we learned so much from Coach Thom. He is undoubtedly the smartest man to ever walk the earth. We just don’t know how we EVER managed to survive without him. I shall name by next born child after him” - Joe Smith,www.smithsconstruction.com
    • 62. How GOOGLE works withlinks.. Winner!
    • 63. Last AND LEAST..”While I haveyour attention…”  Harvest leads  Depending on size, use a CTA to get low barrier information  Easy & trustworthy  Different CTA’s…more information  Email communications  Cheap effective way to stay in touch with prospects and customers
    • 64. “I dont look to jump over 7-foot bars:“I look around for 1-foot bars that I can step over.” ~Warren Buffet
    • 65. From Your BFO Sheet….
    • 66. And your Commitments to Do  BFO’s  To Do’s
    • 67. Do you REALLY want to getthis stuff done? No….I just wrote stuff to get you off my back Yes…but it’s really not that important √ Yes! I do…I really do… √ Sign up for FREE Accountability with Will….or AccountaWility List the items you want to be held accountable to do, with a date, and the best way he can follow up with you (phone/Email/etc)What would it be like ifyouEXECUTED what youwrote down….
    • 68. To Wrap It UpPlease Complete the Session Evaluation Form  Please provide your feedback (our Test & Measure)  See me with 1:1 Questions  See Will about the Voucher Thom Finn 717.215.4277 thomfinn@actioncoach.com

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