Is Your Website Leaving Money on the Table?

Is your website leaving money on the table?

Is your website leaving money on the table?You know of course that who we choose to do business with is influenced by how much we know, like and trust someone.

And whilst there are things you can do on your website to build rapport and connection with a first-time visitor, very rarely will it be enough to convince someone to buy from you.

It means that if your website has no capability to capture names and email addresses, you’re only allowing yourself one bite of the cherry. As such, you’re almost definitely missing out on potential profits.

Build relationships and the sales will follow

So instead of trying to make a sale on that first encounter, think about what steps you can take to persuade a visitor to voluntarily enter into a relationship with you.

You see, once you have contact details, you have permission to enter into a person’s private email inbox. And if you can help and assist them by sending value content that addresses the pressing problems on their mind, who do you think they’ll be more likely to buy from when the time is right?

You can’t dictate to someone when it’s time to buy

Never forget that the buying decision and timescale lies firmly with your prospect. What’s more, no one likes to be sold to. Instead we like to feel in control and make decisions at our own pace.

However, you can stay on the radar of a prospect and influence their future buying choices by following-up with useful, relevant, interesting content and enticing special offers. But to do that, you need contact details…

Exchange contact details for a free, valuable giveaway

You’ll have to do a bit of work to get those all-important names and emails. After all, we’ve become more sceptical and resistant to joining “any old list” and it means the promise of yet another monthly eNewsletter is highly unlikely to hit the mark.

However a quality, well-pitched incentive that provides information your prospects would genuinely value, could. Which means it’s well worth investing the time and effort to create a free eBook, special report or a quality video series that is sufficiently intriguing to encourage website visitors to want to get their hands on it.

Then, armed with your incentive, your website will suddenly be transformed into a powerful lead generator and list builder for your small business.

In turn you’ll stop bleeding potential profits and instead get the contact details you need to build relationships with people who could eventually become your next customer.

Try it for yourself and see…

Here’s How to Get SERIOUSLY Good at the MOST Important Job in Your Business

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20140117_135136Are you serious about growing your business?

If so, you need to remember one key thing…

“Business is all about the relationships your create and the people you interact with.”

It’s so true that people are more likely to buy from you if they know, like and trust you. And of the three, likeability is probably the most important.

Which means, part of your job as an ambitious business owner, is to raise your profile amongst your customer base and identify ways in which you can build your liveability, credibility and authority.

Believe me, this stuff is just far too important to leave to chance and most people don’t put in the time or effort needed to get this powerful machine working hard for them.

And that’s where it gets interesting – because if you do, it’s a sure-fire way to outsmart the competition…

Now I’ve been doing a lot of work recently with customers who want to create copy that supports a relationship-building strategy IN ADDITION to their traditional sales-based content. And it’s working.

Not only are they enjoying different types of conversations with their customers, they’re also boosting their authority and building customer loyalty.

Could any of these ideas work for you too?

What strategies will you use to build relationships?

To get you thinking, here are my three favourite ways to build a strong relationship foundation that can pave the way for future sales…

1.  Blogging

Blogging works as a relationship builder for a number of reasons:

  1. It transforms your website into a useful resource – as opposed to a pure sales pitch
  2. It provides content for social sharing (key for boosting your organic SEO rankings)
  3. Comments can initiate 2-way conversations with your readers
  4. The right knowledge can help position you as an expert in your chosen niche
  5. It’s an effective way to share a bit of your personality and become more real and approachable

But to be successful with your blog, you first need to know what you want your blog to achieve and do for your business and brand.

BIG HINT: it shouldn’t only be about making a sale.

Next, you need to decide your publishing routine. Once a week is good enough for most businesses – especially if you’re short on time.

Finally, take the time to plan an editorial schedule. You’ll be less effective if you publish on the hoof. It’s far better to work out a list of posts for the next month and then timetable them into your work plan so they actually get written.

2.  Email marketing

The fact is that most businesses don’t communicate with their customers nearly enough.

So tell me – what’s your excuse ;-)

Perhaps you’ve held back because you don’t want to be “annoying”, or maybe you just don’t have the time. But here’s the thing. If you show up in a sufficiently interesting way, and you get the balance right between the sales pitch and “value”/relationship building content, you’ll get far better results.

Email tends to be more intimate than a blog. And if you commit to sending value-added emails on a regular basis, you’ll stand out from all the other businesses who only get in touch when they have something to sell. In addition, these value emails are a powerful way to showcase your expertise and give your brand a bit of personality.

Autoresponder sequences are a really powerful tool that can reduce your workload and ensure you have an effective way to stay in touch with your audience – without having to do a thing (once you’ve written the series of course). If you want to see an example of this in practice, check out my 30 Days of Copywriting Love series. It’s FREE!

3.  Printed Newsletters

Kapow personalisation

Done well, printed newsletters are potentially THE most powerful tool you have at your disposal to build relationships with customers.

I’m doing a lot more work with customers these days who are reaping the rewards of creating kick-ass newsletters. Here’s an example of one I wrote for Print Guy.

And the key reason newsletters work is they’re NOT perceived as advertising. As a result your content is far more likely to be read.

Now you may be reluctant to even explore the newsletter concept. After all, they do take time to complete. However you can reduce your workload by working with a writer who can create the words for you. And you only need to start out small – perhaps four-sides of A4.

To succeed with a newsletter, it can’t be all “selly selly”. For example, if you do have a special offer to promote, add an insert instead of writing about it in the main publication. In addition, get the content right. If you publish rushed, poorly written articles, you could end up damaging your reputation instead of enhancing it.

If you want to learn more about how to create a newsletter, check out this Quick Start Newsletter Guide for Businesses from Newsletter Guy. It’s seriously awesome, and it’s FREE!

My challenge to you…

What else could you implement this month to nurture the relationships you have with your customers? Please let me know your successes by emailing georgina@gemwriting.co.uk or by leaving a comment below.

Good luck :-)

Here’s Why You Need To Take A Few Risks With Your Marketing

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Slide1Last week, I was in Birmingham for an all-day event with around 500 other small business owners.

The afternoon session was led by a very interesting speaker called Casper Berry. As an ex-professional poker player, he did a fantastic and very thought-provoking presentation about risk taking, poker and the links to success in business.

His message was simple, but very powerful…

For lots of reasons, you need to take risks if you want to be successful.

That’s because, risks stretch your comfort zone and open up a realm of new possibilities.

What’s more, within the area of “acceptable risk” lies additional profits and benefits that you’ll never gain access to if you stay where you feel safe.

In fact, you could say that the greatest risk of all is being so risk averse, you don’t even attempt anything new that lies outside of your comfort zone. And if you do that, what could you be missing out on?

Now don’t misunderstand me here. I’m not suggesting that you be reckless. No no, that approach is dangerous.

Instead, I’m suggesting that you weigh up all the information available to you, and take a calculated risk based on what you know and what you predict the outcome could be. Or to say it another way,  ensure you understand the parameters and ensure you’ve weighed everything up before deciding if it’s the right thing for your business.

Understand the risk – and then benefit from being brave

It’s kind of like doing a skydive. Seriously scary if you’ve never done one before, and all your senses are telling you that it’s totally crazy to jump out of the plane into the unknown. But because you’ve weighed up the risks, the magic of the experience makes the free fall well worth it. And once you’ve done it once, you’ll probably want to do it again – PLUS your perspective of what you thought was possible, shifts forever.

For sure, not all the risks you take with your marketing will pay off. There is a chance you’ll misread the market or overlook something that’s important to your customers. In addition, you may get your message, angle or media totally wrong and therefore won’t generate the return that you hoped for. But let’s face it. Is a mistake really a mistake if you learn from it?

And on the other hand, if you break the mould and do something different from the standard expected in your industry, you’ll stand out.

And once you stand out, you have a chance of getting noticed, getting talked about and getting more customers.

And what impact could that have on your bottom line?

What’s holding you back?

I reckon if you continue to play it safe with your marketing and stick with what you know, you’re likely to get the same results you’ve experienced to date.

And whilst at this moment in time, those results might seem OK, you need to be aware that there will be competitors who will continually innovate.

It means if you don’t do something different,  you could lose your edge. Hey, it could even drive you insane :-)

“Insanity: doing the same thing over and over again and expecting different results.” Albert Einstein

What will you take on?

So as this year closes and you start planning your marketing plans for next year, I encourage you to make the decision to do something that stretches you a little.

  • Perhaps you could write a long-form sales letter and send it out by snail mail, instead of email
  • Maybe you could start a kick-ass printed newsletter and build relationships with your customers
  • Could you write a 30 day auto responder such as my 30 Days of Copywriting Love to ensure you stay on the radar of potential customers?

Whatever it is for you, push past your comfort zone and try something different.

It may be scary, it may go wrong, it may not work…

BUT, the alternative is that it could be the best thing you do for your business :-) How cool is that.

And if you get stuck, or if fear holds you back, read this powerful quote by Elbert Hubbard (this one is so good it’s pinned up on my office wall).

“The greatest mistake you can make in life is to continually be afraid that you will make one.”

So tell me. What new marketing tactic could you try in your business? And if you have any questions, pop them in the comments below and I’ll get back to you :-)