Coach Thom provides a seminar on improving business websites to increase revenue. Some key points covered include:
- Identifying the target audience and their goals/tasks when visiting the site to ensure it is easy for them to find what they need.
- Using compelling keywords that customers are actually searching for to improve search engine optimization and visibility.
- Structuring content in a clear, skimmable format with the most important information upfront since people rarely read entire pages online.
- Testing the site through usability studies and analytics to ensure it is optimized for the audience and achieving their goals efficiently.
ClickBank copywriting secrets part one. Inside this
eBook, you will discover the topics about why the top is the most
important aspect, writing a powerful headline, understanding the
psychology of headlines, headlines examples and headline swipes
you can use.
HOW TO ACHIEVE SUCCESS IN INTERNET MARKETING ?
HERE IS THE FULL KNOWLEDGE ABOUT INTERNET MARKETING AND THE WAYS ABOUT HOW YOU CAN ACHIEVE SUCCES IN YOUR ONLINE BUSINESS .
An email marketing masterclass with examples of how to do it, how not to do it, detailed statistics and practical tips on how to get the most out of your campaigns.
ClickBank copywriting secrets part one. Inside this
eBook, you will discover the topics about why the top is the most
important aspect, writing a powerful headline, understanding the
psychology of headlines, headlines examples and headline swipes
you can use.
HOW TO ACHIEVE SUCCESS IN INTERNET MARKETING ?
HERE IS THE FULL KNOWLEDGE ABOUT INTERNET MARKETING AND THE WAYS ABOUT HOW YOU CAN ACHIEVE SUCCES IN YOUR ONLINE BUSINESS .
An email marketing masterclass with examples of how to do it, how not to do it, detailed statistics and practical tips on how to get the most out of your campaigns.
Slide show from the February 2011 Seminar on Search Engine Marketing by e-CBD. Topics covered include: SEO, Conversion Rate Optimisation and Content Strategy.
Scott Bishop Omaha Advertising Expo Slides - OAX Scott Bishop
Slides from my Omaha Advertising Expo presentation.
How to Sell to the Right People, the Right Product, at the Right Time.
With the always-expanding fragmentation and personalization of media and audiences, businesses are increasingly losing the power to dictate their communications messaging. In today's uphill marketing battle the best way to maximize marketing ROI is to increase relevancy to your audience. In this session you'll learn what makes audiences click, share, and consume content. You'll learn how to make your business relevant to the right audience. And you'll learn how to maximize engagement with your current audience and how to go after the audience you want.
Introducing Commission Miner - Discover the
Secrets to Mining Affiliate Commissions with Ease! Inside this
eBook, you will discover the topics about the secrets to
supercharging your affiliate commissions using these little-known
techniques that blow most affiliate marketers techniques away,
how to blow your competition out of the water by becoming an
authority in your niche and becoming the go-to person in your
market, the hidden affiliate marketing tactics that can increase
your conversions (and sales) by such an astonishing rate you'll
never believe it, the real keys to affiliate marketing success - the
methods the top super affiliates use to make millions of dollars per
year and so much more!
How to Optimize the Most Important Pages In Your Marketing FunnelDigital Marketer
Original Blog Post: http://bit.ly/1lKdA8U | Don't underestimate the importance of the most misunderstood, misused and mistreated pages on your website… the “Thank You” Page.
9 ways your auto shop can attract customers on social mediaMoving Targets
Social media for the auto industry changes and evolves daily ─ making it hard to stay current, let alone relevant. Your automotive business deserves an exceptional digital presence. Reach thousands, create fans, captivate your audience, broadcast your brand, engage your community and define your competitive advantage. It's not about how much you're sharing, it's about WHAT you're sharing. Your fans’ expectations are getting higher & higher. And the quality of content your competitors are sharing is getting better & better. Here are 9 ideas of what to share.
If you do not want to waste the money you have invested in paid advertising, create an efficient and working landing page. Produce content that has been carefully thought-out and has high marketing quality. Do not forget that every detail in a landing page plays a big role in turning a lead into a client. 7 important elements for a proper landing page: Heading, Subheading, Main image or video, Description area, Bullet list, Client testimonials, CTA
10 Digital Marketing Activities Anyone Can Do to Generate Quick Wins:
How to market to qualified prospects, engage them with your business then turn them into clients.
How Inbound is different from SEO by Moosa HemaniAnton Shulke
Moosa Hemani
Twitter addict, Blogger and a dad of a two-year-old adorable daughter. Working as SEO Consultant under the banner of SEtalks.com. He is also a contributor to different search blogs like Moz.com, SEMRush.com, Search Engine Journal, Link Bird, Famous Bloggers and more.
About webinar
Many small businesses believe that SEO isn’t worth the investment when SEO isn’t the main problem but their products or services are so complex it takes time for the target audience to convert into paying customers.
The audience in most cases requires nurturing, and because they don’t have the nurturing program in place, they lose potential customers online. What they should really invest into is Inbound Marketing.
During the webinar we will discuss how Inbound Marketing is different from SEO and how to know if SEO is the right marketing model for your business or not.
For your business to grow and survive in today's media-saturated world, you need strong copy. And it needs to work on the web.
In this slide deck, originally created for a live copywriting workshop, you'll discover ideas to write copy that grows your brand and gets an immediate positive response.
A Proven, Step-By-Step Guide To Making Money Online!
Quick question: are you making money online? If not, or if you’re not earning as much as you’d like, then this special report have something for you. A step-by-step blueprint that is tested, proven, and makes money beautifully, today.
Here’s the deal, If you follow this plan to the letter, you will make the kind of money you got into internet marketing for. You’ll have an idiot-proof strategy that can be used “over and over” again, with which you can build a lucrative, sustainable business that you can be proud to talk about. Everything is covered, with step-by-step instructions.
Gerald
gerald-pilcher.com
Copywriting That Converts - Microconf 2013 - By Joanna Wiebe of Copy HackersJoanna Wiebe
Check out Joanna Wiebe's 32-slide presentation for Microconf 2013, called Copywriting That Converts: How to Sell Without Selling Your Soul. Targeted at startups who want to sell more and see the value of conversion rate optimization.
What did the participants think? Follow their thoughts in these tweets: https://twitter.com/search?q=%23microconf&src=hash
ClickBank copywriting secrets part one. Inside this
eBook, you will discover the topics about why the top is the most
important aspect, writing a powerful headline, understanding the
psychology of headlines, headlines examples and headline swipes you can use.
Slide show from the February 2011 Seminar on Search Engine Marketing by e-CBD. Topics covered include: SEO, Conversion Rate Optimisation and Content Strategy.
Scott Bishop Omaha Advertising Expo Slides - OAX Scott Bishop
Slides from my Omaha Advertising Expo presentation.
How to Sell to the Right People, the Right Product, at the Right Time.
With the always-expanding fragmentation and personalization of media and audiences, businesses are increasingly losing the power to dictate their communications messaging. In today's uphill marketing battle the best way to maximize marketing ROI is to increase relevancy to your audience. In this session you'll learn what makes audiences click, share, and consume content. You'll learn how to make your business relevant to the right audience. And you'll learn how to maximize engagement with your current audience and how to go after the audience you want.
Introducing Commission Miner - Discover the
Secrets to Mining Affiliate Commissions with Ease! Inside this
eBook, you will discover the topics about the secrets to
supercharging your affiliate commissions using these little-known
techniques that blow most affiliate marketers techniques away,
how to blow your competition out of the water by becoming an
authority in your niche and becoming the go-to person in your
market, the hidden affiliate marketing tactics that can increase
your conversions (and sales) by such an astonishing rate you'll
never believe it, the real keys to affiliate marketing success - the
methods the top super affiliates use to make millions of dollars per
year and so much more!
How to Optimize the Most Important Pages In Your Marketing FunnelDigital Marketer
Original Blog Post: http://bit.ly/1lKdA8U | Don't underestimate the importance of the most misunderstood, misused and mistreated pages on your website… the “Thank You” Page.
9 ways your auto shop can attract customers on social mediaMoving Targets
Social media for the auto industry changes and evolves daily ─ making it hard to stay current, let alone relevant. Your automotive business deserves an exceptional digital presence. Reach thousands, create fans, captivate your audience, broadcast your brand, engage your community and define your competitive advantage. It's not about how much you're sharing, it's about WHAT you're sharing. Your fans’ expectations are getting higher & higher. And the quality of content your competitors are sharing is getting better & better. Here are 9 ideas of what to share.
If you do not want to waste the money you have invested in paid advertising, create an efficient and working landing page. Produce content that has been carefully thought-out and has high marketing quality. Do not forget that every detail in a landing page plays a big role in turning a lead into a client. 7 important elements for a proper landing page: Heading, Subheading, Main image or video, Description area, Bullet list, Client testimonials, CTA
10 Digital Marketing Activities Anyone Can Do to Generate Quick Wins:
How to market to qualified prospects, engage them with your business then turn them into clients.
How Inbound is different from SEO by Moosa HemaniAnton Shulke
Moosa Hemani
Twitter addict, Blogger and a dad of a two-year-old adorable daughter. Working as SEO Consultant under the banner of SEtalks.com. He is also a contributor to different search blogs like Moz.com, SEMRush.com, Search Engine Journal, Link Bird, Famous Bloggers and more.
About webinar
Many small businesses believe that SEO isn’t worth the investment when SEO isn’t the main problem but their products or services are so complex it takes time for the target audience to convert into paying customers.
The audience in most cases requires nurturing, and because they don’t have the nurturing program in place, they lose potential customers online. What they should really invest into is Inbound Marketing.
During the webinar we will discuss how Inbound Marketing is different from SEO and how to know if SEO is the right marketing model for your business or not.
For your business to grow and survive in today's media-saturated world, you need strong copy. And it needs to work on the web.
In this slide deck, originally created for a live copywriting workshop, you'll discover ideas to write copy that grows your brand and gets an immediate positive response.
A Proven, Step-By-Step Guide To Making Money Online!
Quick question: are you making money online? If not, or if you’re not earning as much as you’d like, then this special report have something for you. A step-by-step blueprint that is tested, proven, and makes money beautifully, today.
Here’s the deal, If you follow this plan to the letter, you will make the kind of money you got into internet marketing for. You’ll have an idiot-proof strategy that can be used “over and over” again, with which you can build a lucrative, sustainable business that you can be proud to talk about. Everything is covered, with step-by-step instructions.
Gerald
gerald-pilcher.com
Copywriting That Converts - Microconf 2013 - By Joanna Wiebe of Copy HackersJoanna Wiebe
Check out Joanna Wiebe's 32-slide presentation for Microconf 2013, called Copywriting That Converts: How to Sell Without Selling Your Soul. Targeted at startups who want to sell more and see the value of conversion rate optimization.
What did the participants think? Follow their thoughts in these tweets: https://twitter.com/search?q=%23microconf&src=hash
ClickBank copywriting secrets part one. Inside this
eBook, you will discover the topics about why the top is the most
important aspect, writing a powerful headline, understanding the
psychology of headlines, headlines examples and headline swipes you can use.
Attitude is key to succeeding before you can be a success at you need to know how to learn. If you cannot do that, then it is difficult to earn as you learn. You definitely need a good attitude to learn and to earn as you learn. No two ways about it. Think about attitudes! We see them every day with everyone we deal with and speak to either in person or on the phone.
You know that if you speak to an upbeat, positive person you come away from the experience feeling pretty great about yourself. This may come as a bit of a surprise, but it makes sense, attitude also directly affects the way stress handles YOU. Optimists cope way more effectively with stress. They achieve more when they take action and do it extremely effectively.
“And guess what? That in turn multiplies their results”.
If you are positive and you have positive thoughts, you are far more likely to achieve short and long-term success. It’s not hard to spot positive people, because they view situations differently than negative people do. So be positive and let’s get you going in the affiliate marketing world.
Conversation Marketing and The Core Conversation - CarrotCarrot
https://oncarrot.com - In this slideshare Carrot CEO Trevor Mauch dives into the mindset behind growing a great company and life and then leads into the Carrot Conversation Marketing Methodology and what we call the Core Conversation... to help you crack through and generate more leads online. Join. Control. Grow.
Credit for the "energy" circle diagrams are from the book Essentialism by Greg Mckeown.
5 ways to optimise your website to achieve stronger enquiriesXpand Marketing
Are you looking to create a website or update your current one so you can generate more enquiries?
A well designed website with the right anatomy can drive targeted traffic, increase conversions and ultimately help your business grow.
Your website is your online storefront, so making sure it’s optimised to attract the right buyers, is key.
It can help improve your brand image, increase visibility, provide a better user experience, as well as be a cost effective marketing channel, due to its 24/7 availability.
So the question is, does your website attract and retain your prospects, or is it making them go to your competitors?
When assessing websites for clients, we regularly come across elements that are often overlooked. It’s these elements that help decide whether the website needs a simple refresh or a full redesign.
In this webinar attendees learned about the 5 ways to optimise their website to achieve stronger enquiries.
We covered:
- Knowing the journey you should take your website user through before they make that all important next step of contacting you.
- Having your audience personas in place in order to make sure your website is speaking to each one of them.
- Making sure your website has content that caters for different user habits.
- Making use of the right kind of imagery
- Building credibility through testimonials and reviews.
In the 15+ years, we’ve worked with business owners, designing and building websites that pack a punch.
And we shared some of our insights and experience in this webinar.
20 Important Things 20 Years Of Internet Marketing Has Taught MeMatthew Woodward
Today's article reveals an internet marketing journey from 1996. Before Google's time, when Yahoo was a directory that ranked sites alphabetically.
Nobody had ever built a link for SEO purposes and blogging, social media and smartphones had yet to be invented...
10th Anniversary - The Butterfly Marketing ManuscriptJeremy Katz
http://bit.ly/BMMLR17 The Butterfly Marketing Manuscript is 10 years old. Here is a shot of the page in pdf form. However there is a banner up top commemorating this book. This document should be an in the Smithsonian due the historical significance. http://butterflymarketingmanuscriptlicensedreseller.funulz.com/
Digital Marketing: The Game Changer for Businesses in a Post COVID-19 EconomyBoulder SEO Marketing
Webinar slides of "Digital Marketing: The Game Changer for Businesses in a Post COVID-19 Economy". Learn more at https://boulderseomarketing.com/seo-and-social-media-classes/digital-marketing-course/
Six (6) Questions to Plan your Website RedesignMayur Gudka
Designing a website without a plan can cost a lot in time and money. These SIX proper planning questions will help you succeed must faster and crush your competition like never before.
This presentation describes the principles of Content Marketing and how it works with B2B referrers, prospects and customers. It is not a program that produces overnight results. Content Marketing takes a lot of time and a long time. The presentation was a joint effort put together in 2011 by three Nashville marketers. Download to see animated effects. See credits on slide 59.
Mastering digital marketing will help you grow your business, your skill set, and your career. The techniques you'll learn in this bootcamp can be applied immediately, and will give you a quick and effective way to accelerate your company's growth.
Takeaways:
- Solid understanding of who your customers are and how to segment your audience for more effective marketing.
- How to develop a marketing funnel based on your conversion flow.
- How to attract website visitors through content marketing, social media marketing, SEO, and paid advertising.
- How to convert website visitors through website optimization, landing page creation, and lead nurturing.
- How to measure your marketing and use analytics to improve your efforts.
Startup Now: A Guide from the Seedcamp 2011 participantscubesocial
What did you do in 2011?
Here’s what we did, and what we learned building, pitching and growing our own tech start-ups.
We hope it inspires you and others like you to follow your dreams and fulfil your goals in 2012, whatever they are.
Similar to Ugly websites make more money killer websites and electronic marketing for small busin (20)
Startup Now: A Guide from the Seedcamp 2011 participants
Ugly websites make more money killer websites and electronic marketing for small busin
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
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
8. A NEW way of looking at
websites
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.
9. Increase Number of
Leads
x
Improve Conversion
Rate
=
Increase No. of
Customers
x
UP the No. of
Transactions
x
Increase Ave. $$$
Sale
=
Income
x
Improve the Margin
=
Profits
10. Increase Number of
Leads
x
Improve Conversion
Rate
=
Increase No. of
Customers
x
UP the No. of
Transactions
x
Increase Ave. $$$
Sale
=
Income
x
Improve the Margin
=
Profits
11.
12.
13. Who should you really listen
to?
A. This blow hard at the
front of the room
B. Your webmaster
C. Your customer
14. 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
What's their house like? for your product?
15. PERSONAE/S*
How long is the marketing cycle?
What IS the marketing cycle?
How long is the sale cycle?
What IS the sales cycle?
16. 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?
19. 5 Minute Exercise: Find
your Personae/s
Personae #1 is_______________
And they are________________
__________________________
And ______________________
Personae #2 is_______________
And they are _____________________
________________________________
And _____________________________
20. “My main focus, as creator of my
company's website should be
on:”
Graphics
Animations
Tasks
21. Exhibit A: How your target
interacts with different mediums
Newspaper reader
Direct Mail and Catalogues
Professional Trade Magazine
Web user
22. Exhibit A: How your target
interacts with different mediums
THINK! THINK! HOW will these people
typically interact with these mediums?
Newspaper?
Direct Mail/Catalogues?
Trade Magazine?
Web User?
23.
24. 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….
25.
26.
27.
28.
29.
30.
31. HOW the web is used
Different from face to face
From Sales letter
From print ad
Low % return to a site, book mark
32.
33. 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
34. 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”
35. 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.
41. 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
42.
43. 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
44.
45.
46. 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
47. 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
48. 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
49. 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
50. 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.
51. www.yourpage.com
Main
Page
More info.
On High
Lite from Lesser
Main page importance
Lesser
importance
Little
importance
52. Important content first on
pages
After 100 words.. Lost 25%
After 300 words…lost 40%
By 500 words…lost 60%
By 1000 words…lost 80%
53. “Thanks for scaring the pants off
me Coach Thom, just WHAT do
you suggest I write about?”
Care?*
Concise
Compelling?*
Clear?*
Complete?
Correct?
* focus here
54. C= Who C ares?
Rule for all advertising and marketing
Write from their point of view
You are NOT your target market
55.
56. 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
62. 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.
63. 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.
64.
65. 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
67. How to (technically) submit Key
Words 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
68. Guaranteed 1st page placement on
Google or you don’t pay us!
Keyword Selection
Site Evaluations & Optimization
Link Building
EZ Solution: Matt Boaman
www.ezsolution.com
291.4689
69.
70.
71. 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
72. 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
73. 3 Minute Workshop
Exercise
Brain Storm a list of possible
keywords
Put a CHECK by the ones you think
will be more popular
75. What we think…what they
think
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..
76. What we think…what they
think
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!
78. US vs. THEM
PSU Staff Prospective Students
ability to explore ideas with lecturers future job prospects
curriculum placement ratios
pedigree attrition
curriculum vitae career advice
syllabus social life
internships night life
class size housing
course content… fees
course objectives top ranking university
research registration
USDA lab getting the courses I want
81. 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
82. Years of Education and
Experience on Copywriting in 4
points..
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
83. 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
84.
85.
86.
87.
88.
89.
90.
91.
92. 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
93. 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.
94. Why you should fill out your wrap
up 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
96. Last AND LEAST..”While I have
your 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
97.
98. “I don't look to jump over 7-foot bars:
“I look around for 1-foot bars that I can step over.”
~Warren Buffet
101. Do you REALLY want to get
this 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…
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102. To Wrap It Up
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Editor's Notes
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