You’ve been reading up on SEO (trying to figure out why your site isn’t working…) and you read over and over about how having fresh content helps keep your web site on top of the search engines. But…you STILL wonder secretly, do I REALLY need to blog every day?
YES! “A blog post a day, keeps the robots from going away…”
Want to hear real-world examples of how business blogging has transformed sales for local business owners? Join us tomorrow at 5:30pm for an hour of interesting and engaging conversation about Google, the web, and online marketing. Details here.
The Thursday SEO workshop is a group of local business owners talking about how to generate more leads from their website via google site optimization and pay per click. Attendees come to learn SEO and search engine marketing from other like-minded business owners who have developed effective internet marketing strategies.
When :
Thursdays Nights 5:30pm-6:30pm ADD OUTLOOK REMINDER Where :THE EAGLE INN (by Sambos) 232 Natoma Ave Santa Barbara, CA 93101
SEO Articles Perpetually Promote…
Content is what makes the web-go-round so….If you haven’t done this already then it’s time to start creating content for your site. Include lots of keyword-rich articles so that you get traffic from the search engines, then make sure you add an opt-in email form on all of your pages so that people that enjoyed your articles can sign up for your list (the most overlooked and most critical online business strategy). Keep in mind that you don’t have to write all for the content yourself. You can hire one of The Search Engine Pros Article Managers to write the articles for you.
How does my Article Manager know about my business?
This is a big hurdle for some business owners to overcome. It is important to realize that other people are smart too, and they can help you if you let them. Your Article Manager will research your business, and often times they present information that you were unaware of about your industry and field. With the advent of the internet, knowledge is everywhere. In the old days, just having access to knowledge made you powerful. Today, it’s how you filter that knowledge and apply it. The difficult part for business owners today is letting go of the idea that they are the “only” or the “best” offering in the market place, and instead of sharing ideas with others and collaborating. Writing is a passion for some people. The smartest business owners stick to what they are good at and let others do what they are good at.
How are these special search engine articles written?
The SEO articles will be 500 words each and written in a list based format (most people on the web are scanning, and not reading, and people love list based writing on the web). The SEO article is written around a predetermined niche keyword with proper keyword density.
Does the article “trick” the search engines?
The article writer does not engage in any keyword stuffing or tricky practices. The articles we write are 100% compliant with search engine guidelines. Did you know that search engines (Google themselves!) recommend that you include the keywords in your articles that you wish to be found for. It helps them to better match up the search engine visitors coming to your web site, which also helps the search engine to be more relevant. The writer will include the important keywords that you wish to be found for inside the article.
Did you know you can setup an automated email marketing system that will “pre-program” an ideal experience for your prospects and customers? It’s called “marketing automation” and it has many uses. For example, when a lead comes into your system, the lead will automatically receive 12 months of Holiday newsletters. Your staff will automatically receive 6 months of “reminder” emails. When the lead becomes a client, the client is sent 8 weeks of high impact (highly valuable) answers that reduce customer support calls. Additionally, a “custom” monthly newsletter is sent out which includes fresh news and community events. Visualize an automation system that sends answers to common client questions, thereby reducing support calls by 50%? Do you think this kind of system would double your business this year? Hire an Email PRO today to boost your sales tomorrow.
Ready To Automate Your Business With Email Marketing?
Does sending out a monthly newsletter help grow my business? Yes. Email marketing remains the lowest cost return on investment marketing available to business owners today. Internet marketing conferences typically have the same mantra over and over, COLLECT EMAIL ADDRESSES. The whole reason you have a web site, is to collect email addresses. Email marketing, across all industries, is the most effective weapon that business owners have in their marketing arsenal.
Does my Email Marketing Manager help me with writing subject lines? Yes. Your Email Manager will show you the best and worst open rates for subject lines, according to recent studies. If you want to ensure that your emails are going to get opened you should make sure your subject line announces your email. It should do one thing only – get your reader to open the message and read the first sentence. Personalizing the subject line with your prospects name is also a good idea and try not to use to much hype. Once you get them to open the email be sure to provide them with something of value and they will take you up on your offer. If you become a resource to your readers then you will see the quality and quantity of responses change for the better.
I know how to send out an email, why do I need an Email Marketing Manager? If you have been in business for awhile, you know that email marketing is complex and take a specialist to really excel at this marketing platform. Some email marketing mistakes we see being made all the time include spam compliance issues, dull subject lines, emails not being compelling or too wordy, sending to your list too often, not collecting the right email addresses, not know list building techniques and how to get the right people to opt into your newsletter, not taking the time to create massive value in the newsletters you send out. Internet marketing conferences typically have the same mantra over and over, COLLECT EMAIL ADDRESSES. The whole reason for a web site is to collect and market to people on the email.
Will my Email Marketing Manager help me develop list building strategies? Yes. For example, your Email Manager will show you how to offer a free gift as an incentive for people to sign up for your list. This is a tested and proven method to increase the number of people that subscribe to your list. The gift that you offer doesn’t have to be anything expensive, but it should be something that is perceived as useful and valuable to the people that you want to subscribe to your list. For instance if your website is about dogs, then you could offer a free report on dog grooming. If you sell software you could offer a free trial download. Just make sure your gift is something of great value to your potential subscribers and you will have people eagerly joining your list.
Are autoresponders really necessary? Yes. Autoresponders are automated educational emails that go out after a prospect opts into your database. They help educate the client, and help reduce phone questions. Autoresponders are especially effective (and in our opinion, essential) for companies with large ticket transactions. You may heard the phrase “You don’t want to ask her to marry you on the first date…” This notion is true in the business world when it comes to large ticket transactions, such as real estate, mortgages, computer support, etc, these industries especially must start refining their email marketing strategies if they are to succeed in the coming decade. Email marketing is no different than any other type of marketing, the same rules apply. Your goal should not be to make the sale, but to get the prospect to request additional information.
Will my Email Manager help my PPC campaigns? Yes. Marketing superstars know that PPC campaigns work best when you combine it with smart email marketing campaigns. Many people in the marketing world will be shocked if you tell them you are doing PPC before you set up your email list building strategy. Don’t just pop your sign up form on your website and tell people it’s there. Sell it to them. The same way that you would sell them anything else. Make sure they know when they join your list that they will receive helpful and useful information that will benefit them greatly. Pull out all of the punches. Point out everything that you will do for them. Make it irresistible for them and they will join. You can even add testimonials from other subscribers as you would with a sales page.
Permission based marketing is the key to success. When you start collecting email addresses from visitors that come to your website you will see a definite increase in the success of your marketing efforts. To increase the number of people that you can market to every month, you might consider to offer them a free gift, report or subscription to your newsletter. With a newsletter you will have an excellent opportunity to build up a loyal readership. Then you can send a message to them every so often and remind them that you are still around. People are smart. Make sure you provide them with good information that is related to your product so that they will keep on reading. Be sure not to bombard them with just sales messages. Remember you want them to trust you!
Create Graphics To Enhance Visual Appeal
Adding Email Opt In Forms: What if you made it easier for people to opt into your email list at your web site? Do you think more conversions would be the result? What about if you offered them something of value in return? Will more people opt in?
Give To Get Strategy Is Very Effective For List Building
Above are a few examples of email list building strategy. When you hire an email marketing specialist to focus on this area of your business, your sales conversions (and revenue) will increase.
Don’t be left behind in the race to the top of Google! Give us a call today to get started at 800.605.4988
Los Angeles, CA – May, 21 2011,from 1-3PM – A Free Workshop, Saturday at The Los Angeles Central Library at 630 West Fifth St. Los Angeles 90071 (213) 228-7110 Extraordinary opportunity for small businesses, inventors, innovators and entrepreneurs to learn 12 new ways to boost a web site to the first page of Google.
Featuring an expert presenter, Q&A and handouts/resources. Search Engine Pros founder Taylor Reaume – (http://www.TheSearchEnginePros.com) will take you ‘inside the Google maze’, sharing right and wrong social media marketing methods as well as little known tips to catapult your web site to Google’s first page.
“For business owners today, strategy and timing of Google search optimization campaigns are the Himalayas, everything else, is the Catskills. With over 81% of consumers making buying decisions on the web, organic SEO has emerged as one of the most effective ways to reach a target audience.” said Reaume
As a search engine optimization specialist, Reaume and his team of SEO specialists help you focus efforts into an effective, results oriented, ethical SEO strategy that brings a positive ROI. In 2011, the business marketing landscape has shifted significantly from push marketing (pay to play) to pull marketing (many to many). Every Thursday in Santa Barbara, Taylor teaches a free SEO Workshop discussing SEO tools, SEO Campaign Management, ethical SEO plans and Google search optimization tips.
How much is ‘BAD SEO’ costing your company? Why is it that some have more success than others with web site rankings? Come join the discussion and pick up some valuable web strategies related to keyword research and event marketing. You’ll learn how to inexpensively outrank your competition on Google, and take your ethical SEO strategy to the next level.
About Search Engine Pros: Santa Barbara marketing firm The Search Engine Pros offer a smart Google marketing plan, based on high impact organic SEO (Search Engine Optimization). The SEO plan helps you outrank your competitors’ on Google. If you’re seeking a Google Adwords professional offering PPC Bid Management and Google search marketing pay per click services, the firm has Google search engine marketing plans designed to accelerate your success on the web. Call 800.605.4988
About Cashing In Your Great Ideas: This series is presented by the Los Angeles Central Library, Business & Economics Department, Science Technology and Patents Department, The Inventors Workshop International, The Entrepreneurs Workshop, FD3’s Green 2 Gold, the Valley Economic Development Center, Historic Downtown Retail Project.
SANTA BARBARA, CA – April 18, 2011 Monday – 4:30PM start. Once again The Search Engine Pros are a proud sponsor of TECH Multi-dimensional BREW MEGA MIXER/Maverick Angels and Pacific Coast Business Times. Sponsor’s also included several colleges and universities from Central and Southern California. It will be a special event at the Fess Parker Double Tree Resort on the beach in Santa Barbara, California. Come mingle with High Tech Professionals, Cutting Edge Entrepreneurs, Innovators, Investors, Community Leaders and more.
Search Engine Pros – (https://www.thesearchenginepros.com) will have a booth where they will be giving you free advice about PPC and SEO related concerns. This Mixer’s theme is: “New Current Dimensions for Successful Innovations, Entrepreneurs, Investments and Investors”.
What is TECH BREW? –Tech Brew is the region’s premier networking event for high technology professionals, cutting edge entrepreneurs and innovators, business and community leaders and related non-profits dedicated to sustainable economic development. Maverick Angels is a next generation, global network for angel and venture investors, and is presenting multiple expert speakers in Mini-Seminars. Plus there will be a a review of funding options, mechanisms, resources and advantages to both start-ups, and growing enterprises.
Not only have we welcomed a new world helping non-profit partner — FD3– and now Co-Producer, but we are adding new elements such to make these growing gatherings more entertaining, informative, fun and an important part of the ongoing fund raising to assist the world helping enterprises and non-profits that are active in finding permanent solutions to our major global problems.
This year, TECHBREWS are also going to be launching in Los Angeles, and other communities in California and across USA.
And, the new expanded scope and breadth of TECHBREWS are now linked to the launch of The Great Rescue Mother Earth Festivals starting later this Fall. These festivals will be extraordinary international problem solving and festive expos and fund raisers. Therefore we need to review and position our supportive friends within these new dynamic atmospheres.
Currently we are ramping up the need for higher quality, engaging and interesting exhibits to appeal to expanding audiences and sponsors. We wish to have more deliberate marketing and contributing activities and efforts in exchanges for exhibiting opportunities with our past presenting partners.
We welcome your immediate exploration of your continuing involvements and levels of participation in support of TECH BREW Multi-dimensional MEGA MIXERgrowth and impacts for sustainable economic development, human and planet helping activities. Of course, both non-profit and for-profit paid exhibits, sponsorships and attendee PROGRAM advertising is available.
For information on being a Sponsor, Program advertising and enterprise or non-profit exhibit space at the April 18th TECH BREW Multi-dimensional MEGA MIXER, contact Alan Tratner at (805) 879-1729; alan@smallbizentrepcntr.org.
Written by Teresa Turner, Press Director at Search Engine Pros. Teresa can be reached by emailing press at thesearchenginepros.com
Meet 3 shining KNIGHT’S from the upcoming Women’s Festivals ROUND TABLE line-up and get a quick peek into the hot topics they will be discussing. Don’t miss this fun, interactive segment of our festival program on Saturday, March 5th starting at 1:00pm.
..Sir Scott Topper, Knight of IMproSolutions will be showing you How to Have Fun with Public Speaking; next, ..Sir Taylor Reaume, Knight of Search Engine Pro’s will be teaching you about Search Engine Optimization, and last but not least, ..Sir Lex Sisney, Knight of Organizational Physics will be tapping into The Vector of Happiness.
And, this is only a taste! Visit our website to view the entire program of events and a complete listing of all 27 Round Tables discussions we have in store for you. womensfestivals.org/womens-conference-santa-barbara-program.php One last thing.. have you LIKED us on Facebook yet? If not, pop over to our page at facebook.com/womensfestivals and write on our wall. Tell us what Round Tables you plan on going to! Okay, we’re all set. Just don’t forget the gravy! We are looking forward to connecting with you on this “Let’s Do Lunch!” webinar.
The Women’s Festival “Let’s Do Lunch” Webinar Team womensfestivals.org
On March 4 and 5, 2011, Santa Barbara, CA, you’ll have a rare Santa Barbara networking opportunity with Taylor Reaume, founder of Search Engine Pros. Taylor Reaume is one of the many seasoned business leaders you will meet at the upcoming Women’s Festival at the Earl Warren Showgrounds. If you are interested in learning about the importance of education and women empowerment, you do not want to miss this unique Santa Barbara festival that seeks to empower women and celebrate Women’s History month.
Santa Barbara Event Of The Year
The Women’s Festival is one of the only events in Santa Barbara that offers a unique opportunity to network with women in leadership roles from a wide range of backgrounds. The Women’s Festivals are the premier gathering of women seeking to empower themselves by connecting with the tools and resources they need to flourish and prosper in all aspects of their busy lives.
If you live in the local area and are interested in learning how to market a business of the web, you will have a unique opportunity to meet with Taylor Reaume, fortune 500 e-Marketing Consultant. Attendees will leave with a renewed sense of search engine optimization and search marketing. Taylor Reaume has over a decade of expertise in e-business and marketing, developed over 400 Websites and online businesses, built 30,000+ inbound links to his client’s web sites, and published over 10,000 pages of content on the web. In 2007, Taylor sold one of the largest online music communities http://www.estockmusic.com to fortune 500 Jupiter Media and Getty Images.
According to Taylor Reaume “This event is a great opportunity to network with powerful women business leaders and shake hands with successful people from all walks of life. I’ll be there sharing some of my most coveted SEO tips. Meeting new people, being out there in the community, being friendly with folks, and engaging in smart networking is one of the biggest secrets to my success. I’ll also be sharing information about our new mentorship program that benefits non-profits and college students eager to learn about SEO and web marketing.”
Women leadership is a key focus of this March festival, and many say it is the best networking event Santa Barbara offers. Come help empower women at the 4th Annual Women’s festival. No other Santa Barbara festival gets you up close and personal with inspirational leaders from the arts, local non-profits and thriving businesses.
A talented team of well-connected men and women have joined forces to produce the 2011 Women’s Festivals in Santa Barbara, California. Founding non-profit organizations include the National Association of Women Business Owners, SCORE, Girls Inc. of Greater Santa Barbara, Girls Inc. of Carpinteria, Future Women CEO’s, Women’s Economic Ventures, GOLD, the Women’s Foundation of California, the Weidemann Foundation, the Profant Foundation for the Arts and Santa Barbara Chamber Commerce – all joining forces in a common goal of empowering women through educational and enlightening discussions led by renowned speakers and authors.
According to Founder Patty DeDominic, “We invite you to be up close and personal with inspirational leaders from the arts, important community organizations and business in beautiful Santa Barbara to help you create a Rich and Fulfilling life.”
The Women’s Festival seeks to benefit and encourage non-profit organizations specifically concerned with women leadership, e.g., NAWBO, Girls Inc., etc. The Women’s Festivals will celebrate the accomplishments and nurture the dreams of women in an interactive, multi-cultural, and multi-tracked format focusing on the five critical areas of women’s lives: Personal, Professional, Philanthropic, Political, and Planet— otherwise known as the “5 Ps.”
The festival mission statement is to further the celebratory momentum behind Women’s History Month and International Women’s Day, which is always on March 8th, however, the Santa Barbara event is planned a few days earlier on March 4-5th.
About Women’s Festivals: People from throughout the world will attend the California Women’s Festival on March 4 & 5, 2011 at the Earl Warren Show grounds located in beautiful Santa Barbara, California. The Santa Barbara festival will include a professional business expo, awards program, and educational and enlightening discussions led by renowned speakers and authors. For further information about how you can help empower women and meet women in leadership roles at the biggest networking event Santa Barbara has to offer for 2011, please visit the site at http://www.WomensFestivals.org or contact info@womensfestivals.org
Expand Your Online Presence and Drive Traffic to Your Site
The Association of Women in Communications presentation for September will be held on Wednesday, September 2, from 5:30 to 7:30 at the Canary Hotel, 31 W. Carrillo St., in Santa Barbara, CA.
Taylor Reaume is a fortune 500 S.E.O. consultant, and the President of Search Engine Pros, based in Santa Barbara. His company helps Santa Barbara businesses increase traffic to their site and improve conversions.
Taylor is a seasoned e-business consultant, and has published over 30,000 pages of content online since 1998. He has invented dozens of e-business products in the web design and search marketing fields.
Reaume was born in San Diego, Ca and holds degrees in marketing and Economics from Humboldt State University, CA. In his free time he is an active humanitarian in Santa Barbara, CA. Find out more at https://www.thesearchenginepros.com/the-team.html
The event will feature a no-host bar and hors d’oeuvres, and is free to members, and $20 for guests. Call 964-3882 to rsvp.
The Association of Women in Communications is an organization for women in all aspects of communications industries, from academia to journalism, media, PR, film, TV, graphics, design… in an ever-expanding field. The Santa Barbara Chapter of this national organization (100 years old this year) meets on the first Wednesday of the month, and all interested are invited to attend presentations.
Costume Retailer Shauna Milton Gets Customers Into Character
Hunting for the perfect themed outfit for Halloween or other occasions? Scavenge Costumes keeps the search simple…
Shauna Milton, with sister Laura, runs the locally owned and online operated Scavenge Costumes, which offers free pickup for local orders in an effort to cater to college students. (Jenn Kennedy photo / www.kennedypix.com)
By Jenn Kennedy, Noozhawk Contributor | Published on 10.01.2010
How many of us have fantasized about making enough money in our corporate job to quit and start a mom-and-pop shop in a cozy, beachside town? Shauna Milton has done just that with Scavenge Costumes, a locally owned and online-operated store.
Milton lived in Silicon Valley for seven years during the technology boom. She worked for Sun Microsystems as an information architect tasked with designing database systems. During her tenure, she traveled around the world setting up the technology for various offices. Milton learned her skills on the job, earned handsome stock options and cashed out to come back to Santa Barbara — her hometown.
Milton’s nephew turned her on to his favorite random store — Scavenge, which she and sister, Laura, eventually purchased. At the time, the store was on Lower State Street and carried a mix of everything — from posters and tools to dishes and Halloween costumes. They decided to downsize the offerings to costumes and accessories, which simplified inventory and made the store easier to market.
In 2007, State Street rents skyrocketed, so the sisters moved the storefront to the Funk Zone, which offered less expensive real estate. And while reducing their brick and mortar business, they drastically increased their online business push. By 2009, they closed their storefront all together and shifted to the lucrative World Wide Web. It’s a win-win structure, as they still offer free pickup for local purchases, but they don’t incur the overhead costs of running a storefront.
Milton said costumes are big business most of the year.
“Halloween is exceptionally busy, but there are also costumes associated with Valentine’s Day, St. Patrick’s Day, football season and nearly every holiday, so we have orders throughout the year,” she said.
She said UCSB students dress up for a host of annual parties and Greek events, so they consistently need last-minute costumes. Pickup for local orders is free, so many students buy from Scavenge.
Scavenge advertises via Facebook and blogs on Twitter.
“We finally started keeping a calendar with all the parties we know the college students throw,” Milton said. “We now do an assortment of promotions and special offers so they come to Scavenge first.”
Locally, Milton said the top holidays are Solstice and Fiesta. Scavenge also sees a jump around the Super Bowl and Burning Man, as floods of attendees want unique attire for their parties.
This year, Scavenge began an affiliate program in which other sellers can promote its site and receive a referral fee, which has provided additional traffic and customers — in new markets — without having to hire more employees.
In addition to the locals, Scavenge receives orders from nightclubs, casinos, cruise lines, drill teams and shows in Las Vegas that need to source multiple sizes of a themed outfit.
“With enough notice, we can find just about anything,” Milton said.
The top-selling costume in recent years has been the Max suit, which is based on the character from Where the Wild Things Are. Milton found a local seamstress who can make the furry costume to order for $179 (adult size only).
“In this tight economy, people tend to buy things they will wear more than once,” Milton said. “Typically, the Oktoberfest beer garden girls and sexy Santa do well because people can wear them during the holiday and again at Halloween.”
Milton handles customer service and runs the Web site, and her sister runs the day-to-day business of buying, shipping and product fulfillment. Last year, Milton was a mad scientist — complete with glow paint, clown shoes and a host of other props she brought out throughout the night. She has yet to decide on this year’s costume, but you can bet it will be good.
When she’s not sourcing seasonal must-have attire, Milton is biking, running or paddling somewhere exotic. An extreme sport fanatic, she has traveled extensively throughout Africa, Kenya and Palau.
I remember the first time I gave a “30 second commercial”. That’s a day I would rather not re-live. It was a cold overcast morning at The Jolly Roger Restaurant. There I stood, trembling like a leaf and trying with all my might to focus, focus, focus. Like cars in a Nascar race, words zoomed 100 mph around my head, oh my god – am I going to die?
At the time I was working as an internet marketer for a mortgage firm in Long Beach, CA. My job was to spread awareness about the firm. Long story short, those 20 versions of my USP ultimately ended up being one disjointed nervous mess of a whisper. I think people felt bad for me afterwards because of how nervous I was –how embarrassing. It really rocked me to the core. I determined then and there that NEVER AGAIN, would the 30 second commercial rob me of my honor, my pride!
So what does make up a good 30 second commercial? Is it the energy? The words? How it’s said? Usually it’s a combination of all those things. I put together a few tid bits of wisdom that I have learned over the years below. They aim to help you overcome your fear of the dreaded “30 second commercial”.
First things first:
*A good 30 second commercial doesn’t just compete (we’re the best in the west), it eliminates (we’re the only…).
examples: “We’re not only the best at what we do, but we’re the only ones who…” “were not only the best SEO Team in town, but we’re the only ones who are IDC & Adwords Certified.” “We’re not only the best SEO Team in town, but we’re the only ones offering a Top 10 Ranking Guarantee on all our work.” “We’re not only the best SEO Team in town, we’re the only company that concentrates 100% on SEO.” “Were not only the best SEO Team in town, but we’re the ONLY SEO Team that supports local education with an annual SEO for Kids event at a local school.” “We’re not only the best SEO Team in town, but we’re the ONLY company who hosts a local SEO Meetup group where customers can network with other SEO enthusiasts and grow their knowledge.” “We’re not only the best Accountants in town, but we’re the ONLY Accountancy in town that charges a consultation fee. You see, we’re professionals, not amateurs.”
UNIQUE – it clearly sets you apart from your competition, positioning you the more logical choice.
SELLING – it persuades another to exchange money for a product or service.
PROPOSITION – it is a proposal or offer suggested for acceptance.
Other examples:
Example#1: Shipping Industry Pain: I have to get this package delivered quick! USP: “When it absolutely, positively has to be there overnight.” (Federal Express)
Example #2: Food Industry Pain: The kids are starving, but Mom and Dad have no time to cook! USP: “Pizza delivered in 30 minutes or it’s free!” (Dominos Pizza)
Example#3: Real Estate Industry Pain: A homeowner wants to sell their house fast without losing money on the deal. USP: “Our 20 Step Marketing System Will Sell Your House In Less Than 45 Days At Full Market Value.”
Example #4: Dental Industry Pain: Many people dread seeing the dentist because of the cost and time it takes out of the day. USP: “We guarantee that you will have a comfortable experience and never have to wait more than 15 minutes or you will receive a free exam.”
Example#5: Medicine Industry Pain: You have the flu, feel terrible, and can’t sleep. USP: “The nighttime, coughing, achy, sniffing, stuffy head, fever, so you can rest medicine.”
Example #6: Jewelry Industry Pain: Customers hate paying huge 300% mark-ups for jewelry. USP: “Don’t pay 300% markups to a traditional jeweler for inferior diamonds! We guarantee that your loose diamond will appraise for at least 200% of the purchase price, or we’ll buy it back.”
Would it surprise you to learn that most business people do not have a 30-second commercial (otherwise known as an elevator speech)? In the 10 years I have been in the field of marketing and advertising, it always amazes me to learn that some folks still do not have a strong USP developed. Even high level executives I have met often times do have not completed version of a 30 second USP to suit any occasion in which they might be asked the age-old question, “What do you do?”
It’s crucial that you be able to quickly describe what you do and who your target audience on the spot. The purpose of your 30-second USP or “commercial” is to communicate who you are, who your company is, and what you do. In addition, it asks one or more compelling questions that tune directly into “WII-FM” (what’s in it for me), A compelling statement shows how you can help others and ends with why the customer should act now.
To make your personal commercial memorable: o Use an energetic group of words that leaves them wanting more! o Avoid using words that are over most people’s heads unless it’s absolutely necessary. o Try your USP out on an 8th grader and get their reaction. o Talk about benefits… “I help businesses find ways to generate more sales.” o Speak slowly and articulate.
Name and Position … Hi, my name is Taylor Reaume, Owner of The Search Engine Pros Energetically say what you do … I help people generate more business by getting on top of The Google, and The Facebook 🙂 Insert your Compelling Question … Wouldn’t it be great to be listed #1 on Google? Insert your Compelling Statement (how you help) … I think I might be able to help you. Let’s get together to discuss ways to implement an online marketing strategy into your business and get you some more calls from Google. Why the prospect should act now … Would you like to schedule a brainstorming session, or have lunch or coffee to see if I can be of assistance to you?
Sometimes it helps if you make a list of the five ways you improve your clients’ businesses, or save them time or money, and/or help them to get more of what they want. (notice I said want, not need).
1. 2. 3. 4. 5.
Next create five reasons why people do business with you. Combine the most important elements into your 30 Second Commercial.
1. 2. 3. 4. 5.
Here’s a list of compelling questions and lead-ins that will expose areas of need:
o What do you look for …? o What have you found …? o What has been your experience …? o How do you propose …? o How have you successfully used …? o How do you determine …? o Why is that a deciding factor …? o What makes you choose …? o What is the one thing you would improve about …? o Are there other factors …? o What does your competitor do about …? o How do your customers react to …? o How are you currently …? o What are you doing to keep …? o How often do you contact …? o What are you doing to ensure …?
Using some of the lead-ins above, as necessary, make a list of 25 compelling questions that make the prospect think and give you the information you need: Combining all of the necessary elements in creating your 30-second commercial, along with mastering your compelling questions will assist you in attracting more of the clients and customers you want to work with – and they’ll know exactly why they should employ your services right away!
p.s. Next week we will be talking about headlines. As a sneak peak, here’s the top 3 Headline Rules:
