Search
Related Links

 

 

Informative Articles

Branding and Marketing
So, you know what a brand is. You know what makes up a brand and which parts of your company you might be able to exploit … I mean use, to define and manipulate your brand and the way you are perceived by the public. But, well, how? The...

Can Three Words In Webster's Dictionary Be The Key To Customer Loyalty?
By Sean D'Souza Are you concerned about customer loyalty? Are your customers so loyal that they will stick with you through hell and high water? And if not, you really need to question how you can create a customer relationship that’s so gluey,...

The Goldmine known as Private Label Rights!
There are three basic rights you should know about when it comes to resale rights marketing. These are: resale rights master resale rights private label rights Whenever you purchase a product with resale rights, you will only...

Why free business cards just don't cut it
If something sounds to good to be true, it probably is. In our world of rampant consumerism and endless freebies, it's good to keep this old adage in mind - especially when you're a small business owner looking to make a splash with new...

You Quit Your Job and Started Up Your Own Business. Now, How Do You Make it Work?
Ok, so you�ve quit your job and started up your own business. You�ve got passion, you�ve got drive and you have a great concept that you think people will love. But you say to yourself �Hang on a minute, there�s got to be...

 
Web Strategy and Powerful Persuasive Writing

Web Marketing Strategy and Powerful Persuasive Writing

In today's hi-tech society, many commercial enterprises are trying to turn `bricks into clicks' but fail miserably. They make the classic mistake of assuming Internet surfers will visit their site without them having to do anything. Wrong.

There are already far too many websites out there promising to let you in on the marketing secrets of the internet. I guess you've already visited some of them? And found them sadly lacking or wanting to sell you something?

Web Marketing Strategies

Strategy is not just a word for playing `buzz word bingo' in the office.

Website marketing strategies need to address issues such as customers, competitors and market trends. The strategy needs to be proactive rather than simply reacting to the latest trends - this way, it becomes responsive to your customer needs and the commercial pressures around you.

Market orientation of your product or service is the `holy grail'. How are you going to approach this?

- customer focussed?

- competitor focussed?

A marketing strategy aims to transform your business objectives into a competitive market position. In essence, you need to differentiate your activities or products by meeting customer needs more effectively than competitors. So, how do you do this?

Firstly, analyse your business environment and define specific customer needs.

Secondly, match activities and products to customer segments and thirdly, implement a programme that produces a competitive position superior to your competitors.

I recommend that you spend some time surfing the web to get to really know who your competitors are.

How do they present themselves?

What are they offering?

What is there marketing and promotional angle? Need? Want?

Then spend some time thinking about your customers.

"Who is your customer?" - This is probably the first question you need to ask yourself when deciding on your website promotional activities. It sounds simple doesn't it? It isn't. Simply responding "everyone on the web" is too general; if `everyone' was to be your potential market, imagine how you would have to design your website to satisfy and interest them? There'd be

8 year olds
70 year olds
gays
men
women
transgendered
disabled
black
white
Married
Single parents
Divorced
American
Italian
English
Swedish
etc.,

It's far easier and far more profitable to really hone in on precisely who is your customer.

Is it a 30something professional?
Housewife?

Teenager?

Get the picture?

To help you with finding out who regularly uses the web, use some search engines and query on `internet use' or `consumer analysis'.

Okay, so now you know who your `target market' is. Ensure you design your website to suit them. Their needs, their tastes - not yours !

What is persuasive writing?

Simply put, it's the art of using particular words and phrases with the intention of having an impact.

Good examples of this can be found all around you. Just think of all the advertising `catch phrases' you can remember. "Thorntons, chocolate heaven since 1911", or "mymate marmite", or a classic one from my childhood was "chef square shape soup shows how a good soup should be.”

So, what are the secrets?

For a start, how are you going to advertise your website?

Thinking of submitting to web search engines? Increasingly, search
engines are not offering free submissions - you have to pay.
The one's that still allow you to submit your website for free do
not offer any guarantees of its placement. It can take 6 months
for your submission to be added and then you may find your entry on
page 22 of the search results! Research has shown that most web
surfers do not look past page 3 of search results so you're not going
to increase your web traffic much this way. Of course, if you are a
commercial enterprise - or well paid - you may decide it's worth paying
the money to register your URL (universal resource locator/your website
address) with them. However, there are other options.

Few people realise the power of classified ads in local and national
newspapers. Some quite large profitable companies rely on this method
of promoting their goods and services without paying out £ $ 0000's for
page and half page advertisements.

The key to their success is in the wording....

All successful advertisements contain the following eight elements:

1. gains attention
2. focuses on the customer
3. stresses benefits
4. differentiates you from your competitors
5. proves its case
6. establishes credibility
7. builds value
8. closes with a call for action

Of course, not all advertisements need to contain all the 8 elements in
equal proportions. However, let's examine each element in more detail...

1. GAINS ATTENTION

Sex is certainly one way of gaining attention. Think of all the ads. you’ve seen that contain pictures of either explicit sex and sexual activities
or innuendo or, pictures of mothers and baby, health, abdominal exercise
machines, women in swimwear.

Children and puppies, kittens also gain attention. Andrex have
successfully exploited these elements for years - the puppy running
off with the toilet roll hotly pursued by a toddler.

Equally, being specific is a great attention grabber. Rather than saying
`how would you like to make lots of


money every week'; a better use is `make
£1500 every week'. Be positive. Be specific. Grab attention!

2. FOCUS ON THE CUSTOMER

Always remember, your potential customers don't care about you, your products or services. They care about themselves. They are not interested in your profit and loss account or how much work you've put into your business or website.

Your customer, who ever they are, are interested only in their goals, dreams,
expectations, needs and wants etc. Your customers will only be interested
in how your product or service can address one of their needs or wants to
either solve one of their problems or enhance their lives or themselves;
their social standing etc.

For example, a recruitment agency advertised as "Join our agency and get that job!". A more customer focussed ad. would have been:

"A unique opportunity to progress your career few professionals will be able
to take advantage of this year".

Rather than using `our', use `you' and `your'. Directly address your
customer. The above example demonstrates direct communication aimed at it's market of professionals and adds that element of uniqueness making it appear special. It's all becoming quite obvious isn't it?

3. STRESS BENEFITS

Directly address the `what's in it for me' factor all your customers will be
subconsciously thinking of.

Your customers want or need to save money, make money, feel fitter, look
younger, social climb, gain excitement, have a better love life or sex
life. Highlight how your product or service is going to benefit them.

4. DIFFERENTIATE YOURSELF FROM YOUR COMPETITORS

Just think of when you visit the supermarket. Why do you choose one product
over another? Price? Packaging?

I used to work in the packaging industry. Did you know that things like
Christmas puddings, washing powder and baked beans are basically made by the same manufacturer ? - they're just put in different packaging and branded differently.

You can differentiate yourself on price - lower to attract the people wishing
to save money. Higher if you are aiming at exclusivity.

Commercial companies with lots of money use celebrities to support their
product or service branding. Just look at how many products David Beckham
appears on, everything from mobile phones to cornflakes!

Of course, you don't have that kind of money. However, you can differentiate
in all kinds of other ways. For example, your product offers a satisfaction
guarantee.

5. PROVE YOUR CASE

How many advertisements have you seen that inform you that `9 out of 10 ??? prefer such and such'? Essentially, element 5 backs up element 3 `stressing the benefits'. It's no good saying your product or service is the best,
fastest etc. if you cannot back it up with hard facts. Additionally,
advertising law prevents you from doing so.

Probably one of the easiest ways of achieving this on the web is to include
customer testimonials. Satisfied customers always encourage potential
customers to try you out!

6. ESTABLISH CREDIBILITY

Though the customer is predominately interested in themselves, who you
are does matter. It matters because the customer needs to be sure you will
send the goods they order and not run off with their money! The customer
needs to know that your guarantees are not worthless - that you will be
able to install, deliver, service whatever it is they are considering
purchasing.

To do this, include some information regarding who you are, how long you
have been established. It goes a long way in helping the customer to decide
whether or not you and your products or services are a good bet or not.

Don't tell lies or state false claims - research shows that a satisfied
customer will tell 3 people about you whereas a dissatisfied customer will
tell 10 people about you. I know which one I would prefer.

7. BUILD VALUE

Stress the total cost of ownership (TCO). Your product or service may be
the cheapest but what about in the long-run? How long is your guarantee?
6 months or a year, or 2 years? The customer will weigh these factors
up when making a purchasing decision.

After all, why should they select your product or service instead of one
of your competitors? Spell it out for them.

8. CLOSE WITH A CALL TO ACTION

Advertising is really all about change. Changing habits, opinions,
lifestyle choices etc. You need to tell your customers what you wish
them to do, for example, cut out the coupon, call freephone, click this
or that, request a free estimate etc.

If you read and consider all the above, identify your target market and
directly aim your promotional activities at them - you can only succeed.

SOME KEY WORDS TO USE:

you
your
unique
free
friendly
secure
robust
guaranteed
special
simple
easy
cost saving
labour saving
choice
now
click
cut
phone
ask questions, for example, `have you ever considered...?'
low price
reduced
offer

Remember, only ever use positive words and positive phrases.

Good luck !

©itilhelp.com 2004


About the Author

http://www.itilhelp.com is fast becoming the de facto site for all things ITIL and itil related with many free downloadable information papers and articles. This article may be reproduced on your website, ebook or newsletter provided the following is printed below the file : Copyright www.itilhelp.com

 

Brand - Wikipedia, the free encyclopedia
The brand, and "branding" and brand equity have become increasingly important ... From the perspective of brand owners, branded products or services also ...
en.wikipedia.org
 
Branding - Wikipedia, the free encyclopedia
Livestock branding, the marking of animals to indicate ownership; Human branding, ... Retrieved from "http://en.wikipedia.org/wiki/Branding" ...
en.wikipedia.org
 
AllAboutBranding.com : Home
Provides resources and opinions on branding. Includes brand development, management and communications.
www.allaboutbranding.com
 
brandchannel.com | branding resource produced by Interbrand | brands
An international online exchange and resource about brand marketing and branding.
www.brandchannel.com
 
Branding Company Corporate Branding Internet Brand Identity ...
Brand Identity Guru Inc. creates, develops and promotes powerful brands. Our clients enjoy an array of innovative, creative and powerful branding solutions ...
www.brandidentityguru.com
 
Branding Blog
Branding and positioning news and opinion.
www.brandingblog.com
 
Branding Asia
Free articles, news and columns on branding in Asia. Market research and Asian marketing.
www.brandingasia.com
 
Pages tagged with "branding" on del.icio.us
All items tagged branding ??? view popular ... industrie./design and branding consultant specialists./ · save this. by kittim to design branding graphic ...
del.icio.us
 
The Brand Called You
Big companies understand the importance of brands. Today, in the Age of the Individual, you have to be your own brand. Here's what it takes to be the CEO of ...
www.fastcompany.com
 
Branding: See what people are saying right now on Technorati
See all blog posts tagged with branding on Technorati.
www.technorati.com
 
Mozilla Branding
The purpose of this document is to describe mozilla.org's branding strategy during and after the release of what has generally been called Mozilla 1.4. ...
www.mozilla.org
 
What Brand Are You? A branding viral by The Design Conspiracy
What Brand Are You? has since been picked out as Site Of The Day by the likes of the Financial Times, Yahoo, USA Today and BBC News, and has received more ...
www.whatbrandareyou.com
 
Julie & Company: Affordable branding, web design, graphic design ...
Julie & Company creates stellar branding, integrated marketing, advertising, web design, web development, Flash, trade show booths - all at affordable ...
www.julieandcompany.com
 
Forty Media - Web Design, Web Development, Branding, Great Websites
a professional web design agency based in Phoenix, Arizona.
www.fortymedia.com
 
Branding - Yahoo! Small Business
Find information to help grow your online business with business plans, Thomas Register, news articles and more.
smallbusiness.yahoo.com
 
Lexicon
Lexicon Branding appears on KTVU News; Lexicon Branding creates Ridgeline for Honda, Viiv for Intel, and GameTap for Turner Broadcasting System, Inc. ...
www.lexicon-branding.com
 
Branding and Usability
We're finding that a site's usability can dramatically affect branding. ... There are two basic techniques for branding: direct experience and indirect ...
www.uie.com
 
iMedia Connection: Research & Metrics - Branding
Majority of marketers feel branding opportunities -- online and offline -- aren't ... IAB case studies prove real-world power of online in branding mix. ...
www.imediaconnection.com
 
Small Business Marketing And Branding
Small business marketing and branding advice and how-to guides for small business owners. Learn how to start and grow your own successful business.
smallbusinessbranding.com
 
Beyond Branding
Beyond Branding, published in hardcover in 2003 and paperback in 2005, presents innovative business models for the survival of 21st century organizations.
www.beyond-branding.com
 
 

 

Content Menu
  • 10 powerful networking tips using business cards

  • 1 800 get rich can toll free 800 number domains pay off

  • 42 killer domain secrets exposed

  • 4 steps to unleashing profits in your online business

  • 5 secrets to beating your competitors everytime

  • 6 steps to laying out your competitive strategy

  • 7 steps to highly relevant search engine friendly and people useful web site content

  • 7 ways to profit from other peoples products

  • achievers interview with stupidman

  • adult add a disorder or a secret of success

  • advertising and pr

  • advertising on a budget part 2 thinking small

  • affiliate marketing promoting your own web presents

  • an aspirin or an autoresponder

  • are cyber criminals phishing your identity from your computer

  • are you an entrepreneur whos not afraid to think outside the box and make some money

  • are you brand worthy

  • aspiring webmasters want to know what makes a website grow

  • attract your dream customer

  • benefits of corporate gift giving can never be understated

  • beyond ebooks 10 powerful alternative infoproduct formats part 1 of 2

  • be a web site reviewer

  • be unique and build a brand

  • blogs podcasting and rss ecommerce impact

  • blogs podcasting and rss how will these technologies affect ecommerce

  • book summary the brand called you

  • branding and internal communication

  • branding and marketing

  • branding basics

  • branding do you stand out from the crowd

  • branding fiasco better be who you say you are

  • branding for profits

  • branding its more than just your usp

  • branding more than just a statement a memory scar

  • branding your business

  • branding your business to make more money

  • branding you are the brand

  • brand big deliver a great experience

  • brand moie make your mark with a personal brand

  • brand smart its about the relationship not the transaction

  • brand your business

  • brand your consulting brilliance

  • brand your consulting business

  • building your brand

  • business branding

  • business exit strategy

  • buyer beware business opportunity scams abound

  • buzz marketing marketing to non marketable customer

  • can i advertise my site with a 150 monthly budget

  • can three words in websters dictionary be the key to customer loyalty

  • can you convert your marketing into a religion

  • career warfare a book summary

  • check cashing the future is now

  • choose the right format for your ebooks

  • committing to and succeeding with your new years resolutions

  • communicate your brand

  • company logo design tips for success

  • company logo watches the 30 times a day reminder of your business

  • corporate blogging 7 best practices

  • corporate promotional gifts the fridge magnet is dead long live the computer desktop

  • corporation buys texas town

  • cosmetic toiletries global outsourcing private label manufacturing

  • create viral traffic with brandable ebooks

  • creating an irresistible brand

  • creating a landing page campaign 7 things to avoid

  • creating a space of your own

  • creating value with streaming video content

  • creative people presenting seminars to bump up sales

  • credit cards

  • cultivating the trust factor

  • debunking the myth that search engines bring in the most traffic

  • determining the best web site for your business

  • developing your school brand

  • does your e newsletter or e zine pass the so what test

  • donald trump

  • dont dare brand your business because you may lose

  • dont punish yourself doing type x business

  • don t punish yourself doing type x business

  • do i really need to write articles for e zines

  • do you know where your brand promise is

  • do you make these 7 mistakes in your business

  • dreambiznews

  • ebay buys shopping com boon or bust to online merchants

  • effective advertising

  • ethical finance who benefits from our spending

  • executive resumes 101

  • finding your niche what do you want to be known for

  • franchise resolution in 2005

  • fundamental strategic marketing mistakes to avoids

  • future business leaders of america fbla

  • getting to know the search engine superstar

  • get branded part i

  • get branded part ii

  • get out of your head to improve your business

  • gifts that carry a marketing message

  • global market in the cyber worldgo and get it

  • greasing the path to success finding the confidence to step up to key moments

  • growing your company in todays chaotic market

  • growing your company in today s chaotic market

  • hang tag or swing ticket manufacturers

  • hardcore sales vs the relationship part iii tips and techniques for relationship selling

  • hardcore sales vs the relationship part ii building a relationship with your prospect

  • harness the power of the personal touch

  • has your design firm run amuck with your web site

  • have you forked your fishs tail

  • have you forked your fish s tail

  • hire the right marketing company

  • hologram to protect your business

  • homelanddefensestocks com acquires premier homeland security web portal twotigersonline and the national homeland security knowledgebase

  • home based business opportunity secrets of success in home based business opportunity exposed

  • how can job fairs help your company

  • how coaches find clients online

  • how important is vaule of brand to the consumer company

  • how the brain learns

  • how to become an expert in your niche business

  • how to brand your home based web business

  • how to build and manage a winning brand

  • how to build a business website

  • how to calculate the lifetime value of a client

  • how to choose an affiliate program that will make you money

  • how to commit brand suicide

  • how to create your own 24 7 little sales machines in 5 simple steps

  • how to double your profits peters way

  • how to get customers to flock to your home based business

  • how to get massive sales by increasing your brand

  • how to get more people at your site

  • how to get your contact details across when the organisers wont let you

  • how to maintain a steady cash flow

  • how to start a new business

  • how to start your own business

  • how will your visitors remember you and your business brand yourself from the crowd

  • image and branding advertising­kget over it or go broke

  • importance of branding whats in a name

  • im talking but is anyone listening

  • increase your leads with search engine and lead optimization strategies

  • increase your page rank through seo

  • index

  • industry pro interview branding turning your customers into evangelists

  • inexpensive ways to promote your business part 1

  • innovation makes leaders

  • internet marketing

  • interview with michael murray autoresponder basics

  • in the beginning

  • is a work at home business right for you

  • is nature a marketing guru

  • is network marketing easy

  • is your ad killing your brand

  • is your logo helping or hurting your business

  • its one thing for people to buy your product or service but its another for them to tattoo your logo on their biceps

  • i have nothing to say overcoming the fear of writing

  • key ingredients for starting a catering business

  • know who you are and your brand will follow

  • learn how to make money with reprint rights marketing

  • lessons from the olympics for your business

  • lessons from the power brands

  • lets just get to the bottom of this hill mr frodo

  • list building through cooperative partnerships

  • little know method will make you more sales

  • logo design and branding points to remember

  • loosing my virginity

  • make mine to grow building your solo business to outgrow you

  • make money buying from ebay

  • make your mark by building your reputation

  • make your own brand

  • managing your brand

  • marketing revolution with blogs and rss

  • marketing the government for profit

  • million dollar idea maker

  • minding your own business

  • mona lisa your branding

  • more than just a logo creating your companys corporate identity

  • move over mcdonalds sumosalad expands into uae

  • new content for your website

  • new job tips starting a new job next week

  • new uniforms could be the gold charm for the golden arches

  • new years resolutions and branding

  • no time for ezine

  • one minute feedback

  • on branding

  • part i sales how revolting part i sales how revolting

  • pharmaceutical branding

  • preparing your business for january

  • presenting seminars to bump up sales

  • push button publishing product review

  • quick tactics to brand your business and make more sales

  • raising your rates can increase your business

  • rating the ebook compilers

  • reality branding are you taking advantage of the 40 year social pendulum

  • real estate post card marketing million dollar mailings

  • resources for staying current of it advancements for online business owners

  • road kill mentality why employers arent calling you

  • rotator

  • running your own casino

  • search engine optimization custom graphics and logo creation and newsletter campaigning

  • search your soul the psychology of a search engine

  • selling on ebay

  • setting up your dream home office space

  • setting yourself up for internet success

  • seven smart marketing strategies every business should use

  • shattering the branding myths

  • signage for your business

  • six questions to ask before committing to business web site

  • small business and branding why and how

  • so youre thinking of having your own website

  • start doing online business using b2b portals in six steps

  • stop is your business missing its mark et

  • stop is your business missing it s mark et

  • storytelling for high concept and high touch

  • strategies of successful market offers

  • strategies to increase expression of interest conversion

  • stuck with a zero marketing budget for client gifts

  • swot analysis

  • ten basic steps for building a web site that works

  • text vs pictures shedding light on the debate

  • the 12 reasons why most ads fall flat on their face costing you a fortune instead of making you the money you deserve

  • the 4cs of branding

  • the 5ws of world class customer service training

  • the 5 ws of world class customer service training

  • the 7 deaths of a salesman

  • the advantages of rss websites

  • the arrival of the founder of modern day advertising

  • the art of self branding

  • the art of upselling three tips to generate more sales effortlessly and 3 ways people blow it

  • the branded customer experience we never say no

  • the choice between yes and yes a psychological revelation

  • the expert advantage why it pays to establish yourself as an expert

  • the goldmine known as private label rights

  • the hidden traffic strategy that skyrockets your profits

  • the importance of branding can it really make a difference

  • the incredible image 8 steps to put your business best foot forward

  • the microsoft brand

  • the million dollar idea maker

  • the newbies guide to profiting online part 5

  • the other 80 20 principle insights on selling to women

  • the power of a self brand

  • the power of small business branding through private labeling

  • the power of why a psychological revelation

  • the power of why your psychological ally to marketing success

  • the relationship between colour sales

  • the revolt of the poor the demise of intellectual property

  • the super brand marlboro

  • the top 10 questions for socially responsible leaders

  • the true facts about mlm and downline builders

  • thoughtleading the art of separating yourself from the pack

  • tips for business websites

  • top 10 business e mail basics

  • top 7 tips for new businesses

  • top end alignment

  • top inventory keeping secrets

  • top ten ways to communicate work effectively

  • to website or not to website

  • transform your image and accelerate your success

  • turn your marketing pieces into marketing masterpieces with these five design techniques

  • understanding the different methods of offline promotion

  • using seminars to bump up sales

  • viral marketing techniques every web site should be using

  • walmart and the rules

  • want more money and less stress

  • want more money less stress

  • want more money less stress set some boundaries

  • website design tips by san diego internet marketing professionals

  • web strategy and powerful persuasive writing

  • what does she have that i dont

  • what is the purpose of corporate gifts

  • what part do commodities play in the market and in our shopping

  • when do you stop marketing to customers

  • which web business model is right for you

  • why are customers so indecisive

  • why branding is vital for your home business success

  • why does a business fail and what can you do to stop it

  • why free agent thinking is good for your company

  • why free business cards just dont cut it

  • why is my restaurant not full every monday night

  • why radio advertising could be the best thing you ever did for your business

  • why santas marketing works better than yours

  • why you need to have your prices upfront

  • writing a basic web design proposal

  • your assumptions about job descriptions can harm you

  • your knowledge could be earning you a fortune

  • your website on my forehead

  • you dont have time to sit and wonder when the traffic will come

  • you never have a second chance to make a first impression position your company wisely

  • you quit your job and started up your own business now how do you make it work