I was watching a video a few minutes ago and something the guy said stopped me in my tracks. YouTube is getting 12% of all Internet traffic. That's a whole lot of traffic.
And it made me wonder how many of my clients are taking full advantage of video and getting their piece of this traffic...
As I started writing this article, another question popped into my head...If I mentioned this to my top clients, what would their reactions be? (I'm not talking about my Internet Marketing Clients - most of them are already taking advantage of video in one way or another.)
When it comes to that particular niche, they almost always seem to be among the "early adopters" of technology. They used free reports and ebooks, blogging and podcasting before they became mainstream. And these days, getting information through video has made using free reports (with the exception of white papers) almost seem to be going the way of video tapes after the DVD came along...
If you've ever checked out YouTube, there are a lot of really strange and wacky videos floating around - but there's something for everyone. So how could a genre that features kids doing parkor stunts, or animals doing strange tricks, or people getting hit by kids wielding baseball bats, falling off of bicycles and being caught in public doing stupid things - have anything to do with a business making money?
Let me tell you about one of my clients. He's a real estate agent in Washington state. One morning as he was about to take his twin daughters to school, he got a call from a prospective client - who lived in New York. She was calling because her husband had just been transferred to Washington, and she wanted to find a Realtor who had videos of homes in specific areas - because her husband's company was sending them out for a week to find a place to live - and so she didn't have any time to waste driving all over the place.
He told her he had to run out the door, but to email him a list of the things she had to have in a house, as well as the things she would like to have, and her price range.
When he got back, he was thrilled to discover that they were looking for an executive home, where the commission rate would be significant.
He spent three weeks combing through homes that met his new client's requirements and then visiting and videoing them. He found 8 - and uploaded them to his Website. She liked three and he was able to show her all three in one day when the couple flew out a couple of weeks later.
His client liked the 2nd house - and that's the one they made an offer on. (It was accepted 2 weeks later.)
That's just one example of how video can be used in a real business. How could it help yours?
Saturday, February 16, 2008
Thursday, February 14, 2008
What's Your Value Proposition?
Do you feel like you're struggling in your business? Are you having a hard time getting your foot in the door to see potential clients?
Do you feel like your marketing efforts are lackluster or ineffective?
If someone asks you who you work with, or who your idea target market is - do you have a strong and clearly defined answer - or do you spread yourself too thin?
If you answered yes to any of the above questions, chances are the biggest problem is your value proposition. (Which is different from a USP or Elevator Speech.)
So what is a Value Proposition? My favorite definition comes from author Jill Konrath, author of "Selling to Big Companies." She says, "A value proposition is a clear statement of the tangible results a customer gets from using your products or services. It is focused on outcomes and stresses the business value of your offering."
But creating a strong value proposition isn't always easy.
You have to define your target market, yes. You have to be willing to change your message of "working with anyone" and you have to be able to describe - in the words your target market uses - and understands - what your expertise is, how you can help your prospect's business (or if you work with consumers - how you can help them achieve their personal or financial goals) and what difference you will make.
Your value proposition has NOTHING to do with differentiating yourself from your competition by the way.
A value proposition should be financially oriented. It has to focus on whatever the most critical issues your prospect is facing and it has to be specific. (This is where you want to include statistics, percentages and other numbers. For example, give results other clients received from working with you.)
Need help? Behind the Lines Copywriting can help you create a strong value proposition to use in all your marketing messages.
Do you feel like your marketing efforts are lackluster or ineffective?
If someone asks you who you work with, or who your idea target market is - do you have a strong and clearly defined answer - or do you spread yourself too thin?
If you answered yes to any of the above questions, chances are the biggest problem is your value proposition. (Which is different from a USP or Elevator Speech.)
So what is a Value Proposition? My favorite definition comes from author Jill Konrath, author of "Selling to Big Companies." She says, "A value proposition is a clear statement of the tangible results a customer gets from using your products or services. It is focused on outcomes and stresses the business value of your offering."
But creating a strong value proposition isn't always easy.
You have to define your target market, yes. You have to be willing to change your message of "working with anyone" and you have to be able to describe - in the words your target market uses - and understands - what your expertise is, how you can help your prospect's business (or if you work with consumers - how you can help them achieve their personal or financial goals) and what difference you will make.
Your value proposition has NOTHING to do with differentiating yourself from your competition by the way.
A value proposition should be financially oriented. It has to focus on whatever the most critical issues your prospect is facing and it has to be specific. (This is where you want to include statistics, percentages and other numbers. For example, give results other clients received from working with you.)
Need help? Behind the Lines Copywriting can help you create a strong value proposition to use in all your marketing messages.
Wednesday, January 9, 2008
Marketing Life Lesson #1: It's not polite to interrupt.
I realized a long time ago that my mother taught me many lessons that I try to live my life by. Today I realized that she also taught me some valuable lessons about marketing - and from time to time, I'm going to share them with you, because they'll be just as valuable to you.
So here's Mom's Marketing Lesson #1: It's Not Polite to Interrupt
Remember when you were a kid and you'd get so excited about sharing a story or adding to the dinner table conversation that you'd just jump right in and start talking? And your mom would tell you that it's "not polite to interrupt?" Well, it's even more important when it comes to your online marketing messages.
If you're interrupting your customers' work or lives with your marketing message - STOP IT RIGHT NOW!
Let me give you an idea of what I mean. In one of my email accounts, in the last 3 days, I've gotten 327 emails with subject lines like this:
Save More On Quality Advertisin
Web 2.o Secrets Revealed
Can,t Get Started!
And by the way - as headlines go - these really aren't bad. I'll go into what makes a good headline later on - because what I want to focus on is your marketing message itself. The problem I have with each one of these messages is - none of them are targeted to me. Not one of these advertisors has taken the time to find out what I'm looking for, or to ask me what I want. None of them know what my business is, or what my goals are. (I didn't bother to opened any of those messages - because they were just interrupting me and keeping me from my real goals. They just got sent to the recycling bin.)
So What About You?
When you're sending out your marketing message, are you sending valuable, interesting content because you understand what makes your prospects tick - or are you just ticking them off by sending another advertisement?
How much honest-to-goodness understanding do you have of your target market as it relates to your product or services?
Do you really know what they're looking for? Have you taken the time to listen to what they're already saying about your brand? When is the last time that you paid a visit to "where they're living" online?
If you've been sending messages with a main goal of trying to "sell" your product or service - then you're interrupting your prospect - and so you shouldn't be surprised if you get treated like a door-to-door salesman - and your message is ignored, or worse, gets marked as "spam."
Whether you're sending traffic to a lead generation page, you've rented a list or you're sending messages to your current and past customers, you should be taking the time to figure out ways that you can help them enhance their current experiences rather than interrupting them.
How do you do that?
By offering them valuable information or services related to what they want as it relates to your product or service.
If you're promoting health products, for example, then what about creating a series of "how to exercise correctly" videos? Or do a product review in your newsletter each month, about the latest alternative supplements, exercise equipment or diet program?
Although I hesitate to use the phrase "value-added" (because it's turning into another one of those meaningless buzz words) - you should develop a strategy to provide lots of value for your prospects and customers. Make giving them what they need your priority - and what you're selling secondary to that - and you'll start making more sales, more often and your customers will stay with you longer.
In fact, I predict that this is a trend that's going to move to the front of the pack in marketing and advertising circles this year. I'm already seeing some of the biggest companies exploring their inner Web 2.0 marketer this year - one good example comes from a New York Times Article written about sports shoe giant Nike.
I'm curious what your view is about giving more to your customers...Let me know what you think...
So here's Mom's Marketing Lesson #1: It's Not Polite to Interrupt
Remember when you were a kid and you'd get so excited about sharing a story or adding to the dinner table conversation that you'd just jump right in and start talking? And your mom would tell you that it's "not polite to interrupt?" Well, it's even more important when it comes to your online marketing messages.
If you're interrupting your customers' work or lives with your marketing message - STOP IT RIGHT NOW!
Let me give you an idea of what I mean. In one of my email accounts, in the last 3 days, I've gotten 327 emails with subject lines like this:
This FR33 System Will Infect You with the $$$ Plague
Save More On Quality Advertising JAN ONLY!
Web 2.o Secrets Revealed
Do You like Video How To's Cheryl?
To People Who Want To Produce An Income From Home- ButCan,t Get Started!
And by the way - as headlines go - these really aren't bad. I'll go into what makes a good headline later on - because what I want to focus on is your marketing message itself. The problem I have with each one of these messages is - none of them are targeted to me. Not one of these advertisors has taken the time to find out what I'm looking for, or to ask me what I want. None of them know what my business is, or what my goals are. (I didn't bother to opened any of those messages - because they were just interrupting me and keeping me from my real goals. They just got sent to the recycling bin.)
So What About You?
When you're sending out your marketing message, are you sending valuable, interesting content because you understand what makes your prospects tick - or are you just ticking them off by sending another advertisement?
How much honest-to-goodness understanding do you have of your target market as it relates to your product or services?
Do you really know what they're looking for? Have you taken the time to listen to what they're already saying about your brand? When is the last time that you paid a visit to "where they're living" online?
If you've been sending messages with a main goal of trying to "sell" your product or service - then you're interrupting your prospect - and so you shouldn't be surprised if you get treated like a door-to-door salesman - and your message is ignored, or worse, gets marked as "spam."
Whether you're sending traffic to a lead generation page, you've rented a list or you're sending messages to your current and past customers, you should be taking the time to figure out ways that you can help them enhance their current experiences rather than interrupting them.
How do you do that?
By offering them valuable information or services related to what they want as it relates to your product or service.
If you're promoting health products, for example, then what about creating a series of "how to exercise correctly" videos? Or do a product review in your newsletter each month, about the latest alternative supplements, exercise equipment or diet program?
Although I hesitate to use the phrase "value-added" (because it's turning into another one of those meaningless buzz words) - you should develop a strategy to provide lots of value for your prospects and customers. Make giving them what they need your priority - and what you're selling secondary to that - and you'll start making more sales, more often and your customers will stay with you longer.
In fact, I predict that this is a trend that's going to move to the front of the pack in marketing and advertising circles this year. I'm already seeing some of the biggest companies exploring their inner Web 2.0 marketer this year - one good example comes from a New York Times Article written about sports shoe giant Nike.
I'm curious what your view is about giving more to your customers...Let me know what you think...
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