The top 10 things you need to do NOW to prepare for the year's biggest shopping season
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Tuesday, October 16, 2007
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The Winning AdVantage eZine is dedicated to your Home-based Internet Marketing Business Success.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~Published by Earl Savage
ES World Marketing
http://www.esworldmarketing.com/blog/ezine/
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In This Issue:
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1. Message from the Editor
2. Feature Article - "The 10-Point Marketing Checkup"
by Judy Murdoch
3. Free Ads
4. Bonus Article - "The top 10 things you need to do NOW to prepare for
the year's biggest shopping season"
By Derek Gehl
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=>>Free Classified Advertising - The Winning AdVantage Classifieds
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Dear Reader,
WELCOME and Thanks!
As always, I hope you'll enjoy and profit from reading "The Winning AdVantage".
Please feel free to post your comments at the bottom of this blog post. I am here
to help and I welcome your feedback.
Wishing you success,
Earl Savage, Publisher
The Winning AdVantage eZine
winning@esworldmarketing.com
P.S. If you like this ezine, please tell your friends, downline, upline, etc.
If you have ideas for improving it, please let me know. I'd love to hear from you.
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=>> Feature Article
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| The 10-Point Marketing Checkup Copyright © 2007 Judy Murdoch A couple months ago, someone sent me this email: "Hi Judy, I am a personal trainer and I want to get more clients. What do you suggest I do?" I really appreciate when people are interested in getting my advice and take the time to contact me. But I get kind of stuck answering the question, "how do I get more customers?" because it's a big question with a lot of potential answers depending on the asker's particular situation. ======================================= There is No "Take Two Aspirins and Call Me in the Morning" in Marketing ======================================= There can be hundreds of reasons a small business isn't attracting enough customers. For that reason, it's really difficult to pinpoint one specific solution. This would be like someone calling their doctor and saying, "I have a terrible headache, what should I do?" Unless the doctor knows the patient very well, she is going to ask several questions to hone in on what may be causing the headache. For example, she may ask questions like: Although we joke that doctors always say, "take two aspirins and call me in the morning," no matter what the complaint, the truth is, they rarely do. They ask questions until they're reasonably sure it the problem doesn't require immediate attention. The problem of not getting enough new customers is not a 911 emergency. It is, however, potentially threatening to the longevity of your business depending on the cause. This is why, I too, ask questions rather than giving a "one size fits all" answer such as "attend more networking events" or "hire someone so you get a better page rank in Google." ======================================= The 10-Point Marketing Checkup ======================================= Getting new customers is the process of building a trusting relationship with people who need your products and services so that you have a strong foundation to do business. For this to happen, you need to: If you aren't getting enough customers, your marketing isn't doing its job at one of these three points. The Marketing Checkup tells you where in the customer attraction process your marketing needs help. When you know where the problem areas are, you can take action to address them. The ten questions are: 1. How many strangers are learning about my business? If you have a website, how many new visitors do you get each week. If you attend networking events, how many new people do you meet that you would like to get to know better? 2. Is the number of people learning about you getting larger? For example, are you getting more and more first time visitors to your website? 3. How many strangers become prospects that you know about? A prospect may know about you but it's even more important that you know they know. Why? Because it's hard to convert a prospect to a customer if you don't have multiple opportunities to demonstrate what makes you credible. 4. Do you ask prospects how they found out about you? 5. Do get in touch with your prospects on a regular basis? 6. Do you offer free, no obligation opportunities that allow you to demonstrate how you help customers solve their problems? 7. When a prospect contacts you and is clearly interested in buying something from you, do you ask questions to learn more about them? For example, do you ask them about the problem they need your product to solve, the results they want, the expectations they have so that you understand exactly what they see as "value added?" 8. Do you explain formally, in a proposal or informally, in conversation what needs to happen for your prospect to attain the results they want? 9. Do you have a way to clearly "ask for the sale?" If you are feeling "yes, I can help this person get what they want" then you need to let them know that and what the next steps are. 10. Do you have a way to "close the deal" and tell your prospect what the next steps are? Closing the deal means you both formally acknowledge "Yes we want to work together to accomplish this," that your prospect knows what they need to do to start the process. Common next steps are signing an agreement, making an initial or entire payment, etc. ======================================= How Did You Do? ======================================= Your results from taking the ten-point check up indicate where you need to work on your marketing program to attract more clients. If you don't know how many people are learning about your business and checking you out, (Questions 1-3) you need to find out how many first time visitors (or new contacts) you are getting. And, if you're getting a lot of visitors (strangers to prospects) who aren't sticking around, you need to begin creating low cost, low risk opportunities to demonstrate to prospects what you can do for them. (Questions 4-7) Finally, if you have lots of ezine subscribers, class participants, blog comments, who have not yet become customers, you need to do more to make it clear, easy, and rewarding to buy. (Questions 8-10) No matter where you are in the process, there are actions you can take to advance. About The Author:
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=>> Bonus Article
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The top 10 things you need to do NOW to prepare for the year's biggest shopping season By Derek Gehl There's a particular word that strikes terror in my heart when I hear it at this time of year. And that word is? Christmas. Don't get me wrong, I love the holiday season -- the food, the time with family, the parties... and of course, the presents! ;-) But I'm the kind of person who ALWAYS leaves my shopping to the very last minute -- which means December 23rd or 24th usually finds me running around in over-crowded, over-heated shopping centers, getting frustrated because the stores have run out of the things I was planning to buy, so I have to think up new gift ideas on the spot... Ugh. Fortunately, I'm much better at selling during the holiday season than I am at buying! The holidays are by FAR the busiest shopping season of the year, when businesses that sell mostly to North American, European, and Australian customers tend to pull in their highest revenues. But in order to make the most of this year's big shopping season, the time to start preparing for it is now. To make it easy for you, here's my list of the top 10 things you MUST start doing now in order make sure your holidays are as full of cheer as possible (and by "cheer" I mean, PROFIT): Derek Gehl's "Holiday Sales Preparation" Checklist 1. Split-test your salescopyMake sure you do some testing to discover the salescopy format that converts the highest percentage of your visitors to customers. (A great tool for this is Google's Website Optimizer.) Test long copy vs. short copy, different kinds of headlines, and different calls to action. Make a note of the winners -- this will be important information when it comes to writing your "holiday copy." (More about that in a moment.) 2. Make sure you're using your best keywords for the season Take the time to dig into your web logs to discover what your best SEO terms were for November and December last year. Which keywords drove the greatest number of buying visitors to your site? Make a list -- and then make sure you embed those keywords in your "holiday copy." Speaking of which... 3. Start writing your "holiday copy" During November and December, your salescopy should speak to the needs of holiday shoppers. They're looking for presents for their loved ones, so make sure your copy presents your product as the "perfect gift" for that special someone in their life. Would your product make a good gift for Mom or Dad, or a teenager, or a child's elementary school teacher? Then make sure you describe it as such in your copy. (And don't forget to make good use of the keywords that yielded the best results last holiday season!) You should be prepared to "turn the switch" and put up your holiday salescopy as soon as Thanksgiving is over (if your customers are mostly American, that is). In the U.S., the weekend after Thanksgiving is usually the busiest shopping weekend of the year -- you want to be ready for it. 4. Make sure your bonus offers are as strong as possible Your bonuses are a key component of your sales pitch. You want to make sure you're offering valuable bonuses to "sweeten the deal" and make it even easier for those holiday shoppers to reach that all-important buying decision. Consider making your bonuses "soft" products, such as electronic information products (such as eBooks or online videos), or online coupons. They're easy to create and don't cost anything to ship, which means you won't have to change your order form. (And that'll save you a huge headache!) 5. Set up your holiday pay-per-click campaigns A great way to drive even MORE holiday shoppers to your site is to write some holiday-shopping themed pay-per-click ads. This is another place where those holiday keywords from last year will come in handy! Once again, if you sell to a lot of Americans, you should be ready to activate your holiday pay-per-click ads by Thanksgiving weekend. 6. Confirm your shipping capabilities What's the most important thing holiday shoppers want to know before they buy a gift? That it will arrive at its intended destination BEFORE Christmas! Contact your postal and shipping services to find out what the "order by" dates are to guarantee deliverability before Christmas to different parts of the world. Then prominently list these "order by" dates on your site, so people can make a purchase, confident that the gift will be under the tree on Christmas morning. 7. Tune up your email list If you have built up a healthy list of subscribers, email should play a major role in your holiday promotions. To make sure you get the most "bang" for your email "buck," do some testing to make sure you know how to send mass emails effectively and that your deliverability is good. Also, be prepared to send MORE emails than usual. If you normally send one email a month to your list, you should be prepared to send as many as four during the holiday shopping season (say, from the end of November until your last possible �receive before Christmas� shipping date) 8. Put "live contact" opportunities on your page A great way to increase holiday sales is to include live contact opportunities on your salespages. This can be a phone number or a live chat program -- whatever allows people to ask you questions and get answers right away. Remember, holiday shoppers are short on time! And when they're shopping online, they can go from store to store very easily. They're going to buy at the site that is most credible and does the best job of resolving any questions they might have about the product. Make sure that site is yours! 9. Dress up your site What's Christmas without a little mistletoe? ;-) Add a few Yuletide decorations to the design of your site so that it reflects the mood of the holiday season. In order to be inclusive, you might want to think about adding some graphic elements that refer to other seasonal holidays (such as Hanukkah) as well. 10. Start planning your Jan/Feb backend NOW (No, that's not a reference to what your rear end's going to look like once all that delicious holiday food has been eaten! ;-) A great sales process doesn't end with a purchase. The people who have bought something from you once are most likely to buy from you again, so you want to make sure you stay in touch with them and present them with new offers in the future. Ask yourself what people who just bought or received your product would also want to buy. Focus on products or services that make a great match with your product. (For example, people who just bought or received a new video game console are probably very interested in buying new video games!) Just remember, in order to present your backend offers to people, you need to have their email addresses. And since many new owners of your product might have received it as a gift, they're probably not on your mailing list. So make sure your product package includes an email registration form for the end user. You may want to include an attractive offer for free valuable information -- or a free downloadable product -- in exchange for their email address. Then, once you've got them on your mailing list, you can develop a relationship with them and sell more products to them over time. Okay, so those are my top 10 suggestions on what you need to do to start getting ready for the holiday season NOW. You have about a month and a half to accomplish as many of these tasks as you can... so it's time to get cracking! If you do things right, you can expect to get twice as many visitors as usual. And if you keep your conversion rate as high as it is right now -- or are able to push it even higher -- then you can expect at least twice as many sales during the holiday shopping period! And that's a pretty good way to end the year right, don't you think? To your holiday success, Derek Gehl ============================================= ABOUT THE AUTHOR: Derek Gehl specializes in teaching real people how to start profitable Internet businesses that make $100,000 to $2.5 Million (or more) per year. To get instant access to all his most profitable marketing campaigns, strategies, tools, and resources that he's used to grow $25 into over $40 Million in online sales, visit: http://www.marketingtips.com/tipsltr.html ============================================== |
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~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~That's all for this time - thanks for reading!
To contact us, go to: http://www.esworldmarketing.com/contactus.html
Your success is our success!
(c) 2001-2007 ES World Marketing
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The Winning AdVantage, we are devoted to helping our subscribers
develop their marketing skills and promote their home-based Internet
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features tips, techniques and how-to articles on such topics as ad copy
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Copyright 2001-2007 The Winning AdVantage. Ezine All rights reserved.
The Winning AdVantage is a publication of ES World Marketing.
PO Box 361347
Decatur, GA 30036 USA
877-837-0195
The Winning AdVantage is a publication of ES World Marketing.
PO Box 361347
Decatur, GA 30036 USA
877-837-0195
posted by The Winning AdVantage eZine at 10/17/2007 08:40:00 AM
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