Website Marketing Tips

October 21, 2004

Internet Marketing Power - 5 "Musts"

By: Adams Hudson

A website is NOT your marketing savior. Yet neither is direct mail, newspaper, YP, radio, or TV. They are media; not halcyons of gold-plated lead generation.

All require a compelling message offered to an eager audience. Only then do you have marketing success.

But a website does have advantages others can't touch. It has mind-blowing, inexpensive potential. Yet most do it poorly so it doesn't matter. Here are 5 "musts" for your site's success:

1. Your website is not a shrine to your greatness. It is a method for communicating the prospect's benefits. Write and sell in terms of the prospect's gain... not yours.

2. You must have a sales letter, preferably from the owner or other position(s) of authority. Why? Because websites have a tendency to be highly impersonal. Undo the impersonality with some "me to you" communication. Write like you speak. Tell prospects why you care about them and earning their business. Insert an electronic signature and/or a photo of the letter writer. Warm the site; don't freeze it.

3. You must offer free but valuable information. Those who use newsletters know the power of "positioning" yourself as a helpful expert. Your website can take this info "interactive" where customers can click, learn, and understand why you are an expert and thus their best contracting choice. It's subtle, but terrifically effective.

4. You must gather visitor's information via "more free info" or other free service: a filter with a tune up, an estimate, an energy survey... whatever it takes to grab the prospect's contact info. If you don't do this, it's like NOT putting your phone number in an ad.

5. Use a simple auto-responder to thank your prospects for their visit and to assure them that the "free" service you mentioned is en route or scheduled. This responder is generally free from your site server.

Adams Hudson is president of Hudson, Ink “Creative Marketing that Works.” His company creates a full line of marketing tools for contractors including Customer Retention newsletters, Yellow Page ads, “turn-key” Marketing PowerPacks and custom copywriting. You can get a free subscription to his “Sales & Marketing Insider” by faxing your letterhead to 334-262-1115 with the request. Also check out on the web for free marketing tips or call 1-800-489-9099 for more info.

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