Category: Marketing

When it comes to their marketing and specifically website content, businesses frequently make a big mistake.  They target their current audience!

For many businesses this is a lack of vision and in all cases without considering the future this is leaving a lot in the hands of fate.

Think of your own business and your current crop of customers.  Everyone has clients they love because they are easy to work with, pay on time etc.  We also have those that make life really “interesting” by being difficult and less profitable.  But do you use this information to decide where your business wants to be and who it wants to attract?

With some quick demographic analysis, you might be able to determine where your best customers can be found.  Can they be found by industry?  Locality?  Business size?  Or perhaps by referral type?  Spend some time learning from the past.

This same exercise might also help you work out where the tough customers live.  With this information, you can change or predict the future of your business, if you take action.  Change the language and the marketing approach to target your best customers.

Now you can predict the future of your business by speaking and resonating with the group of people you want to attract to your business!  All the benefits of your business history will support your business growth in the future if you leverage it.

Imagine working with customers you love and seeing less of the customers you find challenging.  Your website can be the key to unlock this new future.

Ever wonder what people see when they visit your website? There have been lots of studies done on this very topic. Eye tracking studies to work out what people focus on first. Where their eye travels and the direction of their gaze. What’s even more interesting is… where they look doesn’t always match what catches their attention.

Peripheral vision makes the whole things a little more exciting. The point is however even if you have a strong call to action how can you tell if people notice it? In fact you can almost guarantee an unbeatable offer will disappear into the background if you put in the bottom left corner. Why? It’s the last place eyes go and unless your home page is really exciting people have moved on well before the eye gets there.

Ok… so where is THE spot on the page that’s guaranteed to be seen? Top left is awfully good for navigation but not for an offer. So where is it?

Tell you what – call us and we will tell you. No strings attached. In fact I will also give you 3 other important pieces of information that will massively improve the value of your website, free of charge. No strings attached. You can hang up straight after I tell you. Try it 🙂

I saw an interesting study recently that showed if someone is in distress shouting help wasn’t the way to get people’s attention. Why? People are choosing to become increasingly insular, detached and worse still scared to get involved.

But if you change help to something different it has a huge effect. If you shout out help to a specific person – while looking at them – and calling them out by appearance you will get a much stronger result.

Want an example? You in the red shirt – HELP Me. If you get red shirt’s attention they will be MUCH more likely to respond to your plea.

This has an interesting mirror in marketing. Every heard “Speak to many – speak to none?” Or put more simply, if you speak to a whole lot of people, you end up speaking to no one. Don’t do the shotgun blast and hope to hit someone. Do the laser target and aim for a very specific audience.

Don’t believe me? Listen to a radio station sometime. The ones that ask listeners to call in if something has happened to them. They never say something like: Call up now if you own a pet. What they do say is: Call up now if you own a dog that walks backwards when it eats.

Why? The first one is too generic and everyone listening thinks… I might own a dog but … I can’t be bothered.

The second one is very different. If someone has a dog like that they will think, you know I have to call, because they are talking to me!

So next time you plan on doing any marketing. Get narrowed in. Think about a niche! Think about a specific group and make the message all about them. They will feel connected to it and call. Not sure how? Call us!!