Sometimes I dont know if clients are looking at me with “deer-in-the-headlights” face because of my accent or because of the stuff I’m trying to make them understand.
Today I was sure it was the second option, which made me feel a bit better, at least about my English skills. However, when it comes to my marketing teaching skills, I’m probably lacking something.
I’m finishing an entire online campaign for this landscaping company, and it wasnt enough that they rejected my entire copywriting because it was “not very clear”, but they asked me to make their logo on the capture page bigger.
Before I get into the whole thing, here’s an example of what they wanted me to change:
We’re giving away a free mowing for every contract deal, so on top of the sign up form, I had:
“Get your first mowing absolutely free”
Which has now become:
“Request a quote for residential or commercial landscaping services absolutely free”
Awesome, huh? I’m going to run split tests on both and show them which one works best..
But anyway, here’s what got me fired up:
I had a 90×70 pixels logo on the top left corner of the page, simply to give it a “professional look”. At the meeting today, they requested a bigger logo.
“Why do you want a bigger logo?”, asked myself.
“For branding purposes”, replied.
“But the idea is to get people to sign up, and then sign a contract. We don’t even need a logo”, I tried to argue.
“What difference does it make?”, replied.
“Well, if I make your logo bigger, the sign up form wont be above the fold, and that is proven to decrease conversions by at least 15%”, very convincing argument, right?
And apparently they bought it. We’re going to run with the small logo, but my point here is that most business owners are so used to hitting people over the head with their advertisement that when they try a completely new approach it ends up ruined by their old ways.
The other thing, which is much more important, and I forgot to mention to them, is that we are focusing on giving the visitors high-quality information first, to capture their attention, and make them want to do business with us. Follow the idea path:
High quality info -> happy customer -> more business!
Eventually, a logo is important for Corporate identity, brand positioning, and etc.. But as a customer, do you care about the logo?
I’m glad at least this battle I won, and now I’m sharing this with you here. When it’s all set and done, I’ll post the split test results with the different headlines.
This post is about Google’s ability to read its market, foresee its needs, and deliver exactly what they want. It addresses any marketer, online or offline, so pay attention if you have no idea what OS stands for.
today, we’re announcing a new project that’s a natural extension of Google Chrome — the Google Chrome Operating System
Get out!!! A Google Operating System?
According to Sundar Pichai, VP Product Management and Linus Upson, Engineering Director, the new OS project will come no later than fall 2010, and Google is already in negotiation with several OEMs.
Initially, the OS will be designed for netbooks, and like many of Google’s latest projects, will be entirely open sourced. The Chrome OS will use a web based platform, which is great because it automatically communicates to any Windows or Mac system.
But the best part comes in this quote:
We hear a lot from our users and their message is clear — computers need to get better. People want to get to their email instantly, without wasting time waiting for their computers to boot and browsers to start up. They want their computers to always run as fast as when they first bought them. They want their data to be accessible to them wherever they are and not have to worry about losing their computer or forgetting to back up files. Even more importantly, they don’t want to spend hours configuring their computers to work with every new piece of hardware, or have to worry about constant software updates.
Is Google a fan of cold read?
I think not, though it certainly looks like it. The quote above may very well be written by ANY windows user I know, as it describes major issues of 80% of internet users.
And that’s how Google set itself apart all of these years, and probably will reign for many years to come undisputed: they do a DARN good job listening to what their customers want.
I take that as a major lesson for my entire business operation. In the social media revolution, where users are given all the power to comment, rate, approve, and syndicate any piece of content, gathering and actually paying attention to what those users are saying is what will keep business operating as we move into the social media age.
User-generated Feedback – Fight for it!
If you’re reading this, you’re probably a blog owner, have a facebook and a twitter account, and you receive most of your information through the internet. Congratulations!
But what about your business? Is your business an agent or a victim online? What happens with the reviews posted on forums, blogs, and several other platforms? Who keeps track of them?
If you’re actually thinking this is a waste of time, and that those reviews dont actually speak for more than 0.5% of your customer base, digest this:
Within 9 months of launching the Chrome browser (after listening to users’ needs), over 30 million people have downloaded it and use it regularly. That’s 3.33 million downloads a month. And unlike the stupid Safari browser, Chrome doesnt come hidden underneath an iTunes update…
So there you have it: whichever methods you have to listen, measure, and gather customer feedback, improve it. Preserve it. Fight for it, and start applying it to all new projects.
Heck, if you can get your customers to tell you what they want to buy from you, why not?
Nurturing secondary income streams is nothing but old news when it comes to online marketing, but a high-quality system like Mike Dillard’s works much better:
As Mike and the MS crew keep churning new products at least twice a year, they continue to stir all of the leads I generated for the system, and very often these prospects buy a second, or third product from the MS product mix.
What that means is that the MS affiliate program works passively, and there are cashflow opportunities even when not promoting the system actively. It can not get anymore auto-pilot than this.
Over the past few weeks, I’ve been dedicating myself (again) to exercise. I made the commitment to at least twice a week, stop everything, shut off the cell phone, and go get my arse kicked at the gym.
Despite my passion for jiu jitsu, I had completely quit going a year ago to dedicate myself to making money. In my head, I’d start making a lot of money, and then I’d find the time to go fight.
It doesnt work that way – not in the least.
After I shut myself off for about a month, I started noticing my eating habits reached an all-time low, I was cranky, snappy, and was annoying even myself.
It is quite easy to identify that now, but it wasnt back then.
And it wasnt just the gym: I shut off social activities, cut off on family time, and the only people I spoke to were online friends and partners, also in the money chase.
The Productivity Dilemma: Should I Focus On Money Or Sanity?
This post goes against everything I learned from studying personal development, and from watching how millionaires are created; maintaining “laser-beam” focus, keeping your goals fresh in your mind, and using affirmations and meditation to clear your head is how they taught me success would come.
Maybe I Haven’t Found My “Laser-Beam” Focus…
With the constant reevaluation of my goal, the obsession with achieving certain milestones, and the urgency to win I had created for myself a pool of stress.
And I’m not a Yoga Master to meditate my way out of it.
So I got other people to beat that stress out of me. I went back to the gym.
And I let friends take me out for a beer. I scheduled family time away from the computer and the cell phone.
Am I done with my money-chase? HECK NO!
Am I less stressful? More creative? More energetic?
To be honest, I hadn’t experienced anything this exciting since my son was born, and his birth still was more of a mental rush than straight up adrenaline.
It’s not like sitting on the computer trying to get people to buy my stuff isn’t fun. Trust me, it’s a LOT of fun.
But routine kills people. Daily repetition is what drives Post Office employees nuts.
Routine is so bad that makes you come online every evening trying to find a way out of it.
Non-Linear Pattern (NLP)
I first heard about NLP from Frank Kern, and I’ve been reading about it ever since. NLP, in regards to customer behavior, means shocking a customer out of his/hers expected pattern of action in order to increase conversions.
A good example of this in internet marketing is the recent utilization of video sales letters, which are customary on TV (infomercials), but relatively new in our favorite media.
But what has NLP to do with me jumping off of a bridge?
Well, screwing the “routine” is a major shock to anybody’s expected behavior, and it gives you opportunities:
The sudden pattern break “resets” your brain, which has to scramble to catch up with the new situation. This is a major opportunity to see things from a new perspective, or to come up with new ideas.
When there’s adrenaline involved, the hormonal discharge makes you feel like Superman; increased confidence leads to bold moves, which often result in … greater rewards.
It’s just as good as a break – but with a complete shift in mindset.
How do you plan on Breaking the Pattern?
Whether jumping off of a bridge or offering your customers a revolutionary experience, what are your plans to break the routine?
Post your comments, and be sure to specify if indeed it RESETTED your brain…!
I’ve been working with a local gym introducing them to different ways of using the web as a communication channel and monetization opportunity.
Of course, the very first thing they asked was about Pay-Per-Click, to which I tried to explain (not successfully) that their beautiful corporate website would was not ready for it.
The reply was one I already expected:
“But the site looks awesome, I paid a lot of money for it!”
Yeah, I know.
They had a bunch of flash animations, amazing graphics, and a really kick-arse design. But the navigation was poor, there was very little content. But more importantly, if I were to use that for a PPC campaign, I needed a BRIBE and a CAPTURE FORM.
The owner looked at me like “Am I really paying you?
And the explanation that took me a couple of meeting to finally get him to understand was:
If you’re paying for traffic, you need to find a way to monetize those visitors.
Even if it means a simple data-gathering form.
What is the web 1.0 corporate deathtrap?
When that same business owner heard me saying that, he freaked out.
He was proud to have a cutting-edge website, and for him that was all that was necessary. But therein lies the trap:
Most brick-and-mortar business owners believe a website should be like the front of their store, and look pretty enough to invite visitors in.
But the fact is that the internet is the biggest, fastest-pace mall EVER. Online users’ attention span is minimal and they’re not attracted by looks only anymore. That was the web 1.0.
Visitors now want information, as they’re used to receiving it at an unbelievably fast rate from Google, Twitter, and many other sources. And making information attractive, educational, and satisfactory is key running a successful website and to widen a business’ communication channels.
Avoiding the web 1.0 Deathtrap
Get that expensive web designer of yours and feed him with everything that is going on in your business.
Tell him to update the site with a NEWS stream and publish press-releases-like messages (or even blog-posts-like) at least twice a week.
Instigate your visitor by publishing pictures, and videos on your website. But not studio pictures or professional videos: get somebody on your staff to take pictures of that special event or record a video of a class or seminar. It has to look real, not “made-for-tv”.
And that is just basic. To go one step further:
use the website to promote special events, and offer web-exclusive bonuses.
At specific events, record live customer testimonials
Start a blog: Let customers post their feedback.
Write an industry-specific ebook or record a video training and sell it on the website.
The web is the most effective communication channel a business can have, aside from personal interaction. It offers the most targeted advertisement platforms, and through the internet a business can uncover any market.
As long as top management is aware of it, a website will offer a ton of opportunities. But when management is stuck in the web 1.0, the best thing to do is introduce them to the information era.
I’ll keep you posted on our work as we move forward with the project.
If you’re a business owner looking for ways to establish a more positive online brand strategy, or you’re tired of paying good money for a website that is useless, post your question here (as a comment), and I’ll answer them.
Ever imagined Mike Dillard, Ferny Ceballos, Mike Klinger, Raymond Fong, Mark Wieser, Jim Yaghi and Tim Erway together in your living room?
Well, that’s what Traffic Formula 2.0 will do.
Each in their area of expertise, these masters will be working constantly to take your business beyond the
I wasn’t even in the industry when the first Traffic Formula came out, but I know first hand how it changed a couple of
Jim Yaghi started his PPC adventures after reading the original TF, and now he produces an AVERAGE of 600 leads a day.
Ferny and Ray were just two more engineers, with lots of student debt to pay (MIT is not cheap..). Last year, they hosted the Traffic Formula Live event ($1000 per ticket!), sharing the stage with Mike Dillard.
And that was only three years ago.
You know how there are turning points in one’s carreer?
The amplitude of this education will open many, many doors for you, and undoubtly spark a million new ideas to
increase your success at least tenfold.
So, if you’re undecided about spending $267 to receive these masters in your house, consider what this investment would mean to you 1 year, or even 6 months from now…
You can get Traffic Formula 2.0 here:
And maybe we can both be a part of the 3.0 edition, huh?
To remarkable turning points,
P.S – I have limited spots left to schedule personal consultations. If you bought TF with me, reply to this post with your info and I’ll personally contact you. Or just email me at leosaraceni[at]gmail.com
If haven’t gotten this gigantic amount of marketing knowledge yet, do it so now and I will work with you 1-on-1 to assist in digesting it all.
And my special bonus is still available. There are, so far, 12 slots available for personal coaching – and I’m sure they will go by fast.
Mike Dillard brought aboard an even heavier team of experts this time: Ferny Ceballos and Raymond Fong will cover the SEO training, Jim Yaghi has promised to release some special PPC strategies, and even Mike Klinger joined the Magnetic Sponsoring crew and will share some of his best content.
And the Early Bird discount is just unbelievable: $267 for the entire Traffic Formula!
To think that when it’s finished, it will go for $897, it’s a steal!
Go get yours now, enjoy the discount price, and set up an appointment to get your training with me.