Marketing is so much more than simply cranking out sales letters, post cards and e-mails to your customers. Granted, all of that is important, but without first establishing ways to test and track the effectiveness of your efforts, you’re basically using a completely random, “shotgun” approach and hoping everything works out okay. (more…)
“You’ve got to help me with my website. Everyone tells me that you’re the guy who can help… I invested over $10,000 in my website and I’m not getting any sales. What am I doing wrong?”
Ford responds:
I’m going to reveal four secrets for more profitable websites that you can use immediately to improve your site’s performance. Some of these secrets may seem like common sense, but after reviewing literally hundreds of sites for various companies, I found way too many are making simple and avoidable mistakes.
“I’ve been looking over our company’s marketing materials and I think I understand why they haven’t brought us much new business. They’re not awful, but to be honest, they’re boring. Any advice?”
Ford responds:
The promotional and sales materials you create for your business are important tools for your success. You really need to think about them and understand how they will support your branding and overall marketing plan.
“I’m having trouble. I know my marketing message is well written, but it doesn’t seem to always connect with my prospects. It seems hit and miss no matter what I write. Any suggestions?”
Ford responds:
An important step related to benefit messages is crafting your compelling Unique Selling Proposition, or USP.
“I’ve read the books, gone to the seminars, and read till my eyes were bloodshot, but I still can’t say if a headline is a good one or not, other than just by my gut feeling. Any suggestions?”
Ford responds:
Let me share with you a powerful evaluating technique that comes from my colleague (and master copywriter) Bob Bly. Use his “4 U’s” to rate your headlines and I think you’ll notice a quick improvement.
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