Marketing Plan 7 Secrets To A Successful Marketing Plan

Contents
How the top 1% of Business Owners use

The Internet Differently ...................................... 1
What are the fundamentals? ..........................................3
Enough with the statistics, Chris. Give

PHVSHFL¿FV .......................................................... 6
1 Use Multiple Marketing Approaches to Attract
Visitors to your Website...............................................6
What’s all the hullabaloo over pay-per-click? ..............7
Focus on one-way links to your website ......................8
Articles, traditional advertising and email
campaigns .....................................................................9
Email Campaigns .......................................................10
2 Passing the 8-second test ...........................................11
Use headlines and information above the fold to
grab the reader’s attention ..........................................12
Put yourself in your customer’s shoes ........................13
3 Using a lead generation model to attract
customers ....................................................................14
The truth about the traditional sales model on
the Internet ..................................................................15
A revolution in internet marketing .............................16
Begin the relationship by giving ................................17
4 Email marketing: The missing link ..........................19
Here’s why fancy newsletters often don’t work .........21
&RPELQLQJRQOLQHDQGRIÀLQHPDUNHWLQJ .................22
The next big trend.......................................................23
The multi-step sequence .............................................24
The personal connection .............................................26
Summary............................................................. 27
Disclaimer ........................................................... 28
© Cardell Media Ltd

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How the top 1% of Business
Owners use The Internet
Differently
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already have...
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time soon.”
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looked across the spectrum of your peers and competitors
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Why is this? What makes the difference?
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1. What’s different about highly successful business

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2. What are they doing differently?
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Essential Strategies —–11—
–
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your business like this?
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online strategies
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ultimately, it’s their mindset that drives their success. There
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–
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be constantly ZHQHHGWRWUHDGFDUHIXOO\
changing, and ,W¶VKDUGWRNQRZZKRPDQGZKDWWREHOLHYH:KDW¶VPRUH
what worked WKLQJVVHHPWREHFRQVWDQWO\FKDQJLQJDQGZKDWZRUNHG
yesterday... \HVWHUGD\ZHOOFDQZHEHVXUHLW¶VVWLOOJRLQJWRZRUN
well... can we WRGD\"$QGLILWZRUNVWRGD\ZLOOLWDOVRZRUNWRPRUURZ"
be sure it’s still 6RLQWKLVUHSRUW,FODULI\VRPHRIWKHVHFODLPVDQGJLYH
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today? And if it LQFUHDVHVLQ\RXUZHEVLWHUHVXOWV
works today...
will it also work
What are the fundamentals?
tomorrow?”
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If your business meets that one simple criteria, then you

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than you may think.
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they’re very different.
–
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visitors to your
site as possible 1. JHWWKHPD[LPXPQXPEHURISHRSOHWR\RXUVLWHDQG
to convert to
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paying clients or
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No... the realFKDOOHQJHLVWRFRQYHUWWKHPLQWRFOLHQWVDQG

customers.
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That means that 99 out of 100 visitors to your site may

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cover in this report? Then suppose that once they’re there
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–
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“To double your
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online sales and
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the number of
conversions doubles your sales.
people coming
to your site. A 7KHJRRGQHZVLVWKLV¿JXUHLVYHU\DFKLHYDEOHIRUDOORI
XVDQGGRHVQ¶WQHFHVVDULO\WDNHDORWRIZRUN7KHJUHDWQHZV
50% increase
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in visitors plus VWUDWHJLHVEHFDXVH,VHHWKHVHHYHQKLJKHUUHVXOWVHYHU\
a 50% increase GD\DFKLHYHGE\DOOVRUWVRIEXVLQHVVHVDOORYHUWKHZRUOG
in conversions
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doubles your returns sometimes in the hundreds and even thousands of
sales.” SHUFHQW$QGLQWKLV5HSRUW,VKDUHZLWK\RXWKHVWUDWHJLHV
they used to do that.
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businesses are different.
–
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basic common RQFHWKH\JHWWKHUH
sense to use
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multiple improve your visitor count and conversion rate. Any one of
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approaches to KHUHWREHQH¿WIURPDQGSXWWRZRUNIRU\RXLQ\RXUEXVLQHVV
attract visitors +HUHWKH\DUH
to your site, but
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surprised how
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as well as we 8VHWKHOHDGJHQHUDWLRQPRGHO
could.”
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Let’s take them in turn.
1 Use Multiple Marketing Approaches

to Attract Visitors to your Website
It seems like basic common sense to use multiple
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could.
Let’s look at some of the options.
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3. Articles and Features
–
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What’s all the hullabaloo over pay-per-

click?
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believe pay-per- VLQJOHPRVWLPSRUWDQWVKLIWLQWKHHQWUHSUHQHXULDOPDUNHWLQJ
click advertising ZRUOGWKLVFHQWXU\7KHUHDVRQWKRVHQLFHJX\VDW*RRJOHDUH
ELOOLRQDLUHVLVEHFDXVHRISD\SHUFOLFN
is the single
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entrepreneurial
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marketing world EDVLFDOO\SD\LQJWREHDWWKHWRSRIWKHVHDUFKHQJLQHV
this century”
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clicks on your ad, and you can easily measure your results.
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–
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please test it out. you.
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just a few dollars DUWDQGVFLHQFHWRSD\SHUFOLFN
and the results
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might just amaze EXWWKHUHVXOWVFDQEHZHOOZRUWKLW
you.”
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optimization.
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important.
–
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traditional
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for us to think of 1H[WRQWKLVOLVWLVDUWLFOHVDQGIHDWXUHV
the internet as a ,ZRXOGVXJJHVWWKDWDYHU\LPSRUWDQWSDUWRI\RXU
sideline.” EXVLQHVVJURZWKLQWKHPRQWKVDQG\HDUVDKHDGLVJRLQJWR
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At the end of each of your articles, you’ll have a link back

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think of the internet as a sideline.
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–
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“It’s not just UHFHQWO\SDUWO\EHFDXVHLW¶VQRZPXFKHDVLHUWRWUDFNDQG
about getting PHDVXUHZKDW\RXGR<RXFDQWHVWEDQQHUDGYHUWLVLQJRQ
new visitors to *RRJOH¶VSDUWQHUVLWHVDQGWKHUHDUHKXQGUHGVRIWKRXVDQGV
your site or even of them.
new clients and $JDLQ\RXGRQ¶WKDYHWRGLYHGHHSLQWR\RXUSRFNHWVIRU
customers. It’s WKLVEHFDXVH\RXFDQWHVWEDQQHUDGYHUWLVLQJRQDYHU\VPDOO
just as important VFDOHIRUDIHZGROODUVDQGPHDVXUHYHU\DFFXUDWHO\ZKHWKHU
WKH\DUHZRUNLQJRUQRW
-- if not more
important - ,VWURQJO\VXJJHVW\RXFKHFNWKLVRXWDQGJLYHLWDJR
- to have
your existing Email Campaigns
customers come 3HRSOHVRPHWLPHVZRQGHUKRZWRJHWQHZYLVLWRUVWRWKHLU
back again and ZHEVLWH
again.” $QGZKLOHLW¶VQHFHVVDU\WRKDYHDFRQVWDQWVWUHDPRI
QHZEXVLQHVVLW¶VQRWMXVWDERXWJHWWLQJQHZYLVLWRUVWR\RXU
VLWHRUHYHQQHZFOLHQWVDQGFXVWRPHUV
,W¶VMXVWDVLPSRUWDQWLIQRWmoreLPSRUWDQWWRKDYH
\RXUH[LVWLQJFXVWRPHUVFRPHEDFNDJDLQDQGDJDLQ
6RXVHHPDLOWRVHOOWRSHRSOHDQGWRNHHSDQH[LVWLQJ
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XVHIXOLQIRUPDWLRQRQ\RXUZHEVLWH$ZRUGRIFDXWLRQVRPH
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QRWKLQJPRUHWKDQDVNZLWKRXWJLYLQJRI\RXUVHOIWKHQWKH
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'RWKLVQRWMXVWZLWKWKHZULWWHQZRUGEXWDOVRZLWK
pictures, audio and video. Not everyone processes
LQIRUPDWLRQLQWKHVDPHZD\DQGQRWHYHU\RQHOLNHVWRKDYH
LWSUHVHQWHGWRWKHPLQWKHVDPHZD\HLWKHU6RPHSHRSOH
OLNHWRUHDG6RPHOLNHWROLVWHQ6RPHOLNHWRZDWFK
Essential Strategies —–10 –
10 —
,I\RXQHYHUVHQGDQ\WKLQJEXWDORWRIZRUGVWKHQ\RX¶UH
OLNHO\PLVVLQJRXWRQEXVLQHVVIURPWKHIRONVZKRSUHIHUWR
look at pictures.
The fact you and I can send out an email in three

“If you never send PLQXWHV¶WLPHDQGLPPHGLDWHO\JHQHUDWHVRPHVDOHVLV
JUHDWEXWZHDOVRQHHGWRXQGHUVWDQGWKDWQRPDWWHUKRZ
anything but a
VXFFHVVIXOWKHHPDLOFDPSDLJQLVWKHUHLVDSURSRUWLRQRI
lot of words, then \RXUUHDGHUVZKRUHVSRQGEHWWHUWRVRPHWKLQJWKH\FDQ
you’re likely SK\VLFDOO\KROGRUOLVWHQWRRUZDWFKRUHYHQWRDSHUVRQDO
missing out on conversation.
business from 6RXVHPXOWLSOHPDUNHWLQJDSSURDFKHVWRR
the folks who
,I\RXFRQVFLHQWLRXVO\SXWWKHVHVWUDWHJLHVWRZRUNWR
prefer to look at
LQFUHDVHWUDI¿FWR\RXUZHEVLWHOHDUQKRZWRXVHSD\SHU
pictures.” FOLFNSURSHUO\SODQDQGH[HFXWHDQRQJRLQJOLQNVFDPSDLJQ
ZULWHDUWLFOHVDQGIHDWXUHVXVHWUDGLWLRQDOPHGLDWRGULYH
RIÀLQHWUDI¿FRQOLQHWHVWVRPHEDQQHUDGYHUWLVLQJDQGUHDOO\
JRWRWRZQRQWKHHPDLOFDPSDLJQVGRQ¶W\RXWKLQN\RX
FRXOGJHWDLQFUHDVHLQ\RXUQXPEHURIZHEVLWHYLVLWRUV"
,W¶VKLJKO\OLNHO\\RX¶GJHWDRU
increase.
(DFKRIWKHVHVWUDWHJLHVPDNHVDGLIIHUHQFHWRJHWKHU
they’re dynamite.
2 Passing the 8-second test

7KHVHFRQGRIRXU¿YHNH\VWUDWHJLHVLVWRPDNHVXUH
\RXUZHEVLWHSDVVHVWKH8-second test.
$V\RXFDQLPDJLQHLW¶VZRUWKDKXJHDPRXQWRI
PRQH\WRELJFRUSRUDWLRQVWRNQRZKRZSHRSOHEHKDYH
RQWKHLQWHUQHW7KH\ZDQWWRNQRZZKDWSHRSOHOLNHZKDW
WKH\GLVOLNHZKDWWKH\GRDQGZKDWWKH\GRQ¶WGR7KHVH
FRUSRUDWLRQVKDYHVSHQWPLOOLRQVRIGROODUVUHVHDUFKLQJWKLV
Most of this information is in the public domain and you

and I can access it. This is really cool because the same
LQIRUPDWLRQWKH\JDWKHUIRUWKHLUFRUSRUDWHZHEVLWHLVMXVWDV
11 —
DSSOLFDEOHIRU\RXRQ\RXUZHEVLWH
5HVHDUFKHUVIRXQGWKDWZKHQSHRSOHDUULYHDWDZHEVLWH
RQDYHUDJHRIWKHPZLOOOHDYHWKDWZHEVLWHZLWKLQ
VHFRQGV,QRWKHUZRUGVZKHQVRPHRQHDUULYHVDW\RXU
“When someone ZHEVLWHLI\RXGRQ¶WGRVRPHWKLQJZLWKLQVHFRQGVWRNHHS
WKHPWKHUHDWOHDVWRIWKHPZLOOOHDYH7KDW¶VMXVWDQ
arrives at your
DYHUDJH)RU\RXLWPLJKWEHRU
website, if
you don’t do 7KLQNDERXWKRZ\RXVXUIWKHZHE7KLQNDERXWWKH
SKUDVH³VXUIWKHZHE´,WPHDQV\RXJRIURPRQHVLWHWRWKH
something within
QH[WWRWKHQH[W
8 seconds to
keep them there, 7KHPHWDSKRUHYHU\ERG\KHDUGZKHQWKHLQWHUQHWVWDUWHG
ZDV³7KHLQWHUQHWDQG\RXUZHEVLWHDUHOLNHDELJVKRSSLQJ
at least 50% of
PDOO(YHU\ERG\FRPHVDQGJHWVWREURZVH\RXUVKRS´
them will leave. <HVEXWZKDWLIHYHU\ERG\LVZKL]]LQJDURXQGWKHPDOODW
That’s just an PLOHVDQKRXU"7KH\¶UHQRWJRLQJWR¿QGWLPHWRVWRSDW\RXU
average. For you ZLQGRZ7KDW¶VZKDWLW¶VUHDOO\OLNH
it might be 60% 0DNHQRPLVWDNH\RXDQG,KDYHDKXJHFKDOOHQJH
or 70%.”
:HKDYHWRPDNHVXUHWKDWZLWKLQVHFRQGVZHJUDERXU
visitors’ attention... and keep it.
,W¶VQRPHDQIHDWDQGWKHUHDUHDFRXSOHRIWKLQJV\RX
really need to pay attention to. When you think about your
ZHEVLWH\RXUKRPHSDJHRUZKDWHYHUSDJH\RXVHQGSHRSOH
WRDVN\RXUVHOI³:KDW¶VWKHKHDGOLQH"´
:KDWJUDEVPHZKHQ,DUULYHDW\RXUSDJH",I\RXKDYHD
JRRGKHDGOLQHLWNHHSVSHRSOHUHDGLQJ
Use headlines and information above the

fold to grab the reader’s attention
,I\RXGRQ¶WKDYHDKHDGOLQHLQWKHIRUPRIZRUGVWKHQ
\RXUKHDGOLQHLVZKDWHYHUJUHHWVPHZKHQ,DUULYHDW\RXU
SDJH7KDWFRXOGEHDORJRDJUDSKLFRUDSLHFHRIEODQN
VFUHHQ:HDOOKDYHWKHHTXLYDOHQWRIDKHDGOLQH,I\RXKDYH
QRWKLQJWRJUDEWKHUHDGHU¶VDWWHQWLRQWKH\¶OOEHJRQH
5HPHPEHUWKHKHDGOLQHLVWKH¿UVWWKLQJWRJUDEPHDQG
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12 —
sites.
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YLVLWRUVWKHUHMXVWPDNLQJWKDWRQHVPDOOFKDQJHZLOOPDNH
DELJGLIIHUHQFHIRU\RX,I\RX¶UHXVLQJDKHDGOLQHRQ\RXU
“If the bit that GLUHFWPDLORUDGYHUWLVLQJDQGLWZRUNVYHU\ZHOOGRQ¶W
KHVLWDWHWRGXSOLFDWHLWRQ\RXUZHEVLWH
greets me on a
website before 1H[WLVZKDWDSSHDUV³DERYHWKHIROG´,PDJLQH\RX¶UH
I have to scroll ZDWFKLQJVRPHRQHUHDGDODUJHQHZVSDSHU\RXKDYHWR
IROGXSWRUHDG<RXKDYHWRIROGWKDWQHZVSDSHULQKDOIWR
down the page
UHDGWKHWRSFKXQNRIWKHSDJHDQGWKHQWXUQLWRYHUWRUHDG
is a big picture, underneath.
a graphic with
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no real purpose,
\RXFDQVHHRQWKDWWRSKDOI7KHHTXLYDOHQWRQ\RXUZHEVLWH
or a boring bit LVZKDWSHRSOHVHHEHIRUHWKH\KDYHWRVFUROOGRZQWKHSDJH
of information
6RZKDWJUHHWVPHRQ\RXUZHEVLWHEHIRUH,KDYHWR
like, “This
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company has
been in existence 7KLVSOD\VGLUHFWO\LQWRWKHVHFRQGUXOH1RWRQO\DUH
SHRSOHJRLQJWRJLYH\RXMXVWDIHZVHFRQGVWRJHWWKHLU
since 1974,” or,
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“We just moved VFUROOLQJGRZQWKHSDJHLI\RXGRQ¶WJLYHWKHPDJRRGUHDVRQ
RI¿FHV´RU³:H to.
just won this
,IWKHELWWKDWJUHHWVPHRQDZHEVLWHEHIRUH,KDYHWR
award,” then... VFUROOGRZQWKHSDJHLVDELJSLFWXUHDJUDSKLFZLWKQRUHDO
I’m gone.” SXUSRVHRUDERULQJELWRILQIRUPDWLRQOLNH³7KLVFRPSDQ\
KDVEHHQLQH[LVWHQFHVLQFH´RU³:HMXVWPRYHG
RI¿FHV´RU³:HMXVWZRQWKLVDZDUG´WKHQ,¶PJRQH
Put yourself in your customer’s shoes

6WHSRXWRI\RXURZQVKRHVDQGVWHSLQWRWKHVKRHVRI
your potential customer.
:KDWDUHWKH\LQWHUHVWHGLQ":KDWZRUULHVWKHP":KDW
FRQFHUQVWKHP":KDWNHHSVWKHPDZDNHODWHLQWRWKHQLJKW
VWDULQJXSDWWKHGDUNFHLOLQJWKLQNLQJ³if only...´"
7KHELJPLVWDNHPDQ\ZHEVLWHRZQHUVPDNHLVWKH\¶UH
WRRFORVHWRWKHLUEXVLQHVVHV<RXNQRZ\RXUEXVLQHVVLQVLGH
13 —
RXWVRZKHQLWFRPHVWRZULWLQJWKHKRPHSDJHRI\RXU
ZHEVLWH\RXWHQGWRWKLQN\RX¶UHJRLQJWRZULWHDERXW\RXU
business.
,QDVWUDQJHZD\WKDWFDQDFWXDOO\EHDELJPLVWDNH
“The blunt truth 7KHEOXQWWUXWKRIWKHPDWWHULVSHRSOHZKRFRPHWR\RXU
of the matter is ZHEVLWHGRQ¶WFDUHDERXW\RXUEXVLQHVVDQGGRQ¶WUHDOO\FDUH
people who come DERXW\RX,¶PVXUHWKH\¶UHORYHO\SHRSOHEXWWKDW¶VQRWZKDW
to your website they’re there for. Don’t take it personally.
don’t care about 7KH\¶UHORRNLQJEHFDXVHWKHUH¶VVRPHWKLQJWKH\QHHG
your business 7KH\¶UHIHHOLQJSDLQRUWKH\¶UHDIUDLG7KH\KDYHSUREOHPV
and don’t really DQGWKH\¶UHORRNLQJIRUVRPHRQHWRPDNHLWDOOEHWWHUDJDLQ
care about you. ,QVKRUWWKH\KDYHDVHOILQWHUHVWDQGLWQHHGVPHHWLQJ
I’m sure they’re
,I\RXFDQPHHWWKDWVHOILQWHUHVWE\WDONLQJGLUHFWO\WR
lovely people, but WKHPDERXWWKHLUOLYHVWKHLUSUREOHPVWKHLUFKDOOHQJHVDQG
that’s not what KRZ\RX¶UHJRLQJWRUHVROYHWKRVHSUREOHPVDQGFKDOOHQJHV
they’re there \RXZLOOKDYHDKXJHDGYDQWDJH
for. Don’t take it 6RVWHSLQWRWKHLUVKRHVDQGDVN\RXUVHOI³:KDWDUHWKH\
personally.” PRVWLQWHUHVWHGLQ"´DQGWKHQUHZULWH\RXUFRS\DFFRUGLQJO\
0\FKDOOHQJHWR\RXLVJRWR\RXUZHEVLWHDVLI\RXZHUH
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%HWRXJKRQ\RXUVHOI
$VN\RXUVHOIZKHWKHU\RXDUHUHDOO\FDSWLYDWLQJSHRSOHLQ
WKRVH¿UVWVHFRQGVLQDZD\WKDWNHHSVWKHPWKHUHDQGZLOO
keep them as customers.
3 Using a lead generation model to

attract customers
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LQWHUQHWPDUNHWLQJLQWKHODVWIHZ\HDUV
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VXFFHVVIXOZHEVLWHVWUDWHJ\ZLWKRXWLW
14 —
7KHVDOHVPRGHOLVWKHWUDGLWLRQDODGYHUWLVLQJPRGHO,W¶V
WKHZD\ZHZHUHWROGWKHLQWHUQHWZRXOGZRUN
7KHPHWDSKRUZDVWKHLQWHUQHWLVDKXJHVKRSSLQJPDOO
DQGSHRSOHDUHJRLQJWRFRPHDORQJDQGEURZVH
³,I,¶PVXU¿QJ $V\RXPD\KDYHGLVFRYHUHGE\QRZWKDW¶VQRWKRZLW
from one site to ZRUNV
another, the idea
of stopping at The truth about the traditional sales model
this particular on the Internet
site and handing +HUH¶VWKHSUREOHPRQO\RISHRSOHGRDQ\WKLQJZKHQ
over my money WKH\JHWWRDZHEVLWH
to people I’ve
/HW¶VVD\ZHSLFNDZHEVLWHDWUDQGRPDQGGRVRPH
never met and FDOFXODWLRQV:H¿QGRIWKHSHRSOHZKRYLVLWVWD\ZKLOH
don’t know is a WKHRWKHUGLVDSSHDU
big step.”
:K\GRWKH\GLVDSSHDU"7KH\ORRNDWWKHZHEVLWHDQG
LW¶VDFWXDOO\DUHDOO\QLFHO\GHVLJQHGVLWH7KHFRS\LVQRWWRR
EDG,W¶VDJRRGUHSXWDEOHEXVLQHVV
:K\ZRXOGRISHRSOHOHDYH"
7KHDQVZHULVYHU\VLPSOH,W¶VWRRTXLFN,W¶VWRRPXFK
WRRVRRQ,I,¶PVXU¿QJIURPRQHVLWHWRDQRWKHUWKHLGHDRI
VWRSSLQJDWWKLVSDUWLFXODUVLWHDQGKDQGLQJRYHUP\PRQH\WR
SHRSOH,¶YHQHYHUPHWDQGGRQ¶WNQRZLVDELJVWHS
,W¶VQRWWKDW\RXFDQ¶WGRLW<RXFDQJHWXSWRRU
RISHRSOHWREX\FRQYHUVLRQVLQRWKHUZRUGVEXWLW¶V
DKXJHFKDOOHQJH
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OLNH$PD]RQRU\RXUIDYRXULWHRI¿FHVXSSO\FRPSDQ\
Think about the amount of time you spent online last
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EX\LQJIURPSHRSOH\RXGRQ¶WNQRZ,W¶VSUREDEO\DYHU\ORZ
ratio.
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FKDOOHQJHLV,W¶VRQHWKLQJLI\RX¶UHVHOOLQJWKLQJVIRU
15 —
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7KHEOXQWWUXWKRIWKHPDWWHULVIRUPDQ\ZHEVLWHVWKH
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“The blunt truth SHRSOHDUHVWUXJJOLQJZLWKWKHLUZHEVLWHV
of the matter 7KDW¶VWKHEDGQHZV
is for many
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websites the ZRQGHUIXOO\RQOLQHDQGOHWV\RXXVHWKHLQWHUQHWWREHJLQDQG
traditional sales PDLQWDLQSUR¿WDEOHUHODWLRQVKLSVZLWKFXVWRPHUV,WZRUNV
model just does SUHWW\PXFKDFURVVWKHERDUGZKHWKHU\RX¶UHDVPDOORUODUJH
not work. It’s EXVLQHVVDQGZKHWKHU\RXVHOOSURGXFWVRUVHUYLFHV
why so many ,W¶VFDOOHGWKH³WKHOHDGJHQHUDWLRQPRGHO´
people are
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struggling with MXVWVRPHRQHZKRLVDSURVSHFWLYHFXVWRPHU,I\RX¶UHD
their websites.” PRUWJDJHEURNHU\RXUOHDGVDUHSHRSOHZKRDUHLQWHUHVWHGLQ
JHWWLQJDPRUWJDJH
They’re not customers yet because they haven’t made a

¿QDOGHFLVLRQ7KH\DUHOHDGV7KH\DUHVWURQJSURVSHFWLYH
customers, or prospects.
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7KHTXHVWLRQVLVZKHUHGR\RXJHWWKRVHOHDGV"
A revolution in internet marketing

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16 —
FDQDQGVKRXOGVWLOOLQFRUSRUDWHHOHPHQWVRIWKLVVWUDWHJ\
7UXWKLVIRUPRVWEXVLQHVVRZQHUVZKRDUHGRLQJVRPH
NLQGRIDFRPELQDWLRQRISURGXFWVDQGVHUYLFHVWKLVZRUNV
UHDOO\ZHOO
“Rather than 3HRSOHDUHVXU¿QJIURPVLWHWRVLWH7KH\¶UHOHDYLQJWKH
trying to sell stuff DYHUDJHVLWHLQRUVHFRQGVDQGRIWKHPDUHOHDYLQJ
or immediately DOOWKHZHEVLWHV
get them to +RZRQ(DUWKGR\RXJHWSHRSOHWRVWRS")RUJHWDERXW
part with their JHWWLQJWKHPWREX\DQ\WKLQJ7KDW¶VIXUWKHUGRZQWKHURDG
money, shift your
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thinking 180 \RX¿UVWKDYHWRJHWWKHPWRVWRSIRURUVHFRQGVDQG
degrees. Begin MXVWORRNDWZKDW\RXKDYHWRVD\
the relationship
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E\JLYLQJ¿UVW´ RYHUFRPHLW\RX¶UHZHOORQWKHZD\WRVXFFHVV
$QGKHUH¶VWKHNH\
Begin the relationship by giving

It’s that simple.
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<RXUPHVVDJHLV³You don’t know me yet but I think I

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I don’t even want your money. I want to give you something
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RILW,I\RXDFFHSWWKLVIURPPHDQG¿QGLWXVHIXOLW¶VP\KRSH
that you and I will have a long term relationship´
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their basic contact details, like their name and email address.
17 —
,I\RX¶UHDEEEXVLQHVV\RXPLJKWZDQWPRUHLQIRUPDWLRQ
from them, like phone numbers and addresses.
7KLVEDVLFPRGHOJLYLQJVRPHWKLQJIRUIUHHWRJHQHUDWH
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“This basic UHODWLRQVKLSRYHUWLPHE\HPDLOLVELJ+XJHPXOWLPLOOLRQ
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model, giving
something for 7KHQH[WTXHVWLRQLVZKDWFRXOG\RXEHRIIHULQJSHRSOH"
free to generate <RXFRXOGRIIHUWKHPDIUHHUHSRUWRUDUWLFOHIRUPDQ\
the lead, getting businesses these are ideal because you can produce them
contact details HOHFWURQLFDOO\DQGHPDLOWKHPRUOHWYLVLWRUVGRZQORDGWKHP,W
and then doesn’t cost you a penny once you have the report or article
ZULWWHQ
developing a
relationship over %XWQRPDWWHUZKDW\RXUEXVLQHVVLVWKHUHLVVRPHWKLQJ
time by email, you can offer.
is big. Huge, /HW¶VXVHDPRUWJDJHEURNHUDVDQH[DPSOH,I\RXZHUH
multi-million DPRUWJDJHEURNHU\RXFRXOGKDYHDELJRIIHURIDIUHHUHSRUW
pound businesses UHYHDOLQJ¿YHZD\VWRJHWWKHEHVWPRUWJDJHUDWHVLQWKHIDFH
of a recession.
have been built
using this simple 9LVLWRUVWR\RXUZHEVLWHVLPSO\W\SHLQWKHLUQDPH
model.” DQGHPDLODGGUHVVDQG\RXXVHVRPHWKLQJFDOOHGDQ
autoresponder to send them the report.
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and it works option for you.
incredibly well.”
4 Email marketing: The missing link
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19 —
This is simply not true.
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lead generation
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actually happens
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20 —
But...
Here’s why fancy newsletters often don’t

work
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least once a customer’s life complicated.
week, you’re
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almost certainly
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respond to.
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that.
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emails to be personal and personalized so they have the
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your autoresponder system can insert for you automatically.
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21 —
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to share details
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of your lives with VRPHWKLQJDERXW\RXIRUWKDWWRKDSSHQ
your customers.
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Remember this
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and they need to
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know something HPDLOLVQRWJHWWLQJWKURXJK
about you for
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that to happen.”
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to your customer.
5 Create An Instant Connection With Video

The fifth of our seven key strategies is that you must be
using video on your website.
Let’s not beat around the bush; marketing is becoming
more and more difficult, niches are becoming crowded,
prospects options are increasing and building genuine
bonds with people online is becoming progressively difficult.
But there’s one way to have that key connection with
your website visitor and that’s through video.
When you’re using video, it completely changes a
visitor’s perception of you; you’re not hiding behind your
logo, you’re not talking jargon and you’re being different to
almost all your competitors.
You’re putting your face and personality on your
website, which in turn, increases trust.
The stats agree, video drastically decreases your
7 Essential Strategies – 22 –
bounce rate (the number of people that leave your website
in the first eight seconds), it increases the time visitors
spend on your website and it leads to more conversions
(whether opt-ins or straight sales).
“The style of It’s without doubt, one of most under-used conversion-

video that you increasing website strategies and most commonly the
reason is due to the business owner fearing being on
choose depends camera.
on your business/
But standing in front of a camera isn’t the only option
audience and
available to you – there are numerous different video styles
how comfortable that you can use – all of which have their own unique
you are on impact.
camera.” Let’s look at a few.
What Kind Of Videos Can You Use?

There are numerous different styled-videos depending
on what you’re looking to achieve and the line of business
that you’re in.
Three of the most popular options are:
• Face-To-Camera – this is where the video is of you
welcoming the visitor and personally introducing them to
your business
• Testimonial Video – this showcases a collection of
video testimonials from your clients, building huge social
proof
• Animated/Doodle Videos – this is where you can
share your message in an animated style or doodle style
video
Which Style Of Video Is Right For You?

The style of video that you choose depends on your
business/audience and how comfortable you are on
camera.
If you’re a natural presenter or feel comfortable enough
to stand in front of a camera and read a script, then I’d urge
you to use a face-to-camera style video.
The aim of this video is to let the web visitor know that
they’re in the right place, explain how you can help them,
build credibility that you’re the right business for them, then
drive them to take an action.
“If you sell But if you’re not comfortable on camera, then I’d urge
you to avoid this style of video, as it could be more
products online
damaging than beneficial to you.
or drive people to
order forms from A different option for you is testimonial style video; this
works especially well if you sell a product/service that
purpose-built requires a high-level of trust before purchasing.
funnels, then I
For example; if you sell your expertise, then a
can confidently testimonial style video which has lots of people saying how
say that you’re brilliant you are is such a powerful way to connect with your
leaving so much audience and build instant authority.
cash on the On the other hand, if you have a product/service that
table.” requires an explanation of how it works, then an
animation/doodle video is best for you.
What I mean by this is if you sell something unique like
a new software, a new concept or something that’s a little
different to the norm, then an animation/doodle video will be
able to perfectly explain exactly what you’re offering and
how it works.
6 Streamlining Your Checkout Process

(If You Sell Online).
If you sell products online or drive people to order forms
from purpose-built funnels, then I can confidently say that
you’re leaving so much cash on the table.
You see, if there’s one page, which should be heavily
split-tested and streamlined to convert at its maximum level,
then it has to be your order form.
Every visitor that reaches your order form does with
good intentions, but it’s likely that you’re making silly
mistakes that are detrimental to your sales.
We’ve seen e-commerce companies double their sales
overnight by simply changing their order form and whether
you sell one product per week, or one product a second –
then I urge you to focus heavily on your order form.
Here are three changes that you can make to increase
“When a prospect your order form conversions:
makes a decision 1. Make It As Easy As Possible For The End
to buy something User
from you, you How many websites do you visit with intentions of
want to make it buying a product, but they put so many barriers in front of
as easy as you?
possible for them They ask you to register for an account, enter pages of
to pay.” contact information, opt-in for marketing lists ! they
essentially make you jump through hoops before you can
make the purchase.
Did you know, 23% of e-commerce shoppers said they
wouldn’t buy if they had to create a new user account, that’s
the second biggest reason for cart abandonment (behind
the biggest reason which I’ll share soon).
It’s crazy.
When a prospect makes a decision to buy something
from you, you want to make it as easy as possible for them
to pay.
This means that you don’t get them to register, you
don’t ask them for too much information and you don’t
confuse them.
Instead, you streamline the process and make it a few
clicks.
Drive them straight to an order form, take minimal
information and secure the purchase.
If you want to ask them to register, then do this after
you’ve made the sale – sales should always be priority.
2. Ensure You’re Transparent/Trustworthy

Back in the early days of buying online, trust was a
huge problem.
At first, making a purchase online was weird and
unnatural, then came the era of dodgy websites and
scammers – but now, we’re getting to a stage where trust is
on the increase.
“It’s vital that So much so that £15.25 billion was spent online in the
you’re transparent UK in 2015.
with your visitors With that said, unless you’re selling on a well-
and make your recognised safe platform like PayPal, then your order form
pricing as clear as must scream “trustworthy.”
possible, as early Doubts about payment security are the fourth biggest
in the cycle as reason for cart abandonment and is responsible for a 12%
drop-off rate.
possible.”
So, it’s vital that you get it right.
The easiest way and most effective way to do this is by
making it look right (which we’ll discuss in point 3) – but
other ways in which you could do this is by having trust
badges.
Trust badges and trust seals, also known as SSL
certificates, prove that your server is secure.
When tested, the badge that increased cart conversion
was the ‘Norton Secured’ logo, which increased conversion
by a whopping 35.6%
But the biggest reason for cart abandonment is due to
hidden postage/shipping costs.
A visitor adds a product to their cart, heads to your
order form and then realises that you’re charging over-the-
odds for postage.
It’s vital that you’re transparent with your visitors and
make your pricing as clear as possible, as early in the cycle
as possible.
3. Your Form Must Be Visually Appealing

This is becoming more and more important – ugly/out-
dated looking forms are perceived to be untrustworthy and
massively harm your conversions.
A lot can be said for a well-designed order form and
simplicity is key.
Ensure the branding/style of your visitor’s journey
effortlessly continues into the order form, keep the form as
“One of the small as possible and only ask information that’s required.
biggest mistakes Have your trust logos at the bottom of the page and use
that we see when space on the right-hand side of your order form to remind
looking at new the prospect of the benefits of what they’re purchasing.
customers There are some great tools to build highly attractive
websites is that order forms – the most popular at the moment is called
SamCart.
they’ve been built
to look fancy on This allows you to create your order form using a
desktop at the heavily-tested template, you can add in your information
and then link it to your CRM/payment gateway.
cost of mobile.”
This is the second biggest reason for cart abandonment
and if done correctly, matched with a streamlined process,
you’ll be able to massively increase your order forms
conversion rates.
6 The Mobile Revolution

One of the biggest mistakes that we see when looking
at new customers websites is that they’ve been built to look
fancy on desktop at the cost of mobile.
It drives us crazy.
Look, at the moment as I’m writing this, 50% of all
Internet traffic is on mobile and that number is almost
certain to grow year-on-year.
Yet, most web designers don’t even give a second
thought to what the website will look like on mobile.
They’ll tell you it’s “mobile friendly” – but that doesn’t
mean anything – it has to be built to convert on mobile
(which is a huge difference).
The way your website looks on mobile is far more
important than how it looks on desktop.
Think about it; when a visitor reaches your website on
mobile, what are they doing?
Are they sat in Starbucks sipping a mochaccino, are
they sat on a crowded train on their way into the city or are
“This means that they relaxing watching TV?
you’ll essentially Understanding their behaviour and the way that they
be losing 50% of browse makes it easy to comprehend the importance of
all your traffic having your website optimised for mobile.
and potential Think about how many times you’ve attempted to
buyers because purchase something online using your mobile and ended up
in zooming in & out, struggling to work the order form or the
you’re site isn’t number of times text has overlapped the page which leaves
optimised for you swiping left & right.
mobile.”
Making it as easy as possible for your visitors to
navigate and take action on your site is critical.
Are You Missing Out on 50% of Google Traffic?

Google have recently stated that if your website isn’t
optimised for mobile, then they’ll remove you from their
mobile search results.
This means that you’ll essentially be losing 50% of all
your traffic and potential buyers because you’re site isn’t
optimised for mobile.
If I turned off 50% of all your enquiries & sales now,
what impact would that have on your business?
It’s absolutely vital that your website is mobile friendly.
This is especially important if you sell quick solutions to
problems.
For example, if you’re an emergency plumber – then the
large majority of enquiries undoubtedly come from mobile –
if your website isn’t optimised correctly, you could be
missing out on 70%+ of enquiries/sales.
Likewise if you sell food deliveries or a taxi service – if
your prospects are in need from you when they’ll be using
mobile rather than desktop – then being mobile friendly is
absolutely vital.
Summary
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success.
Chris Cardell
29 —
Disclaimer
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on any of the issues the report raises. The contents are not
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No part of the report may be reproduced in any form or

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or Cardell Media.
30 —
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Contents

How the top 1% of Business Owners use

Enough with the statistics, Chris. Give

© Cardell Media Ltd

Why is this? What makes the difference?

1. What’s different about highly successful business

2. What are they doing differently?

%XWRQHWKLQJLVVXUHWKHUHhave been a lotRIFKDQJHV

If your business meets that one simple criteria, then you

No... the realFKDOOHQJHLVWRFRQYHUWWKHPLQWRFOLHQWVDQG

That means that 99 out of 100 visitors to your site may

Let’s take them in turn.

1 Use Multiple Marketing Approaches

Let’s look at some of the options.

3. Articles and Features

What’s all the hullabaloo over pay-per-

Focus on one-way links to your website

At the end of each of your articles, you’ll have a link back

The fact you and I can send out an email in three

2 Passing the 8-second test

Most of this information is in the public domain and you

Use headlines and information above the

Put yourself in your customer’s shoes

3 Using a lead generation model to

They’re not customers yet because they haven’t made a

A revolution in internet marketing

Begin the relationship by giving

<RXUPHVVDJHLV³You don’t know me yet but I think I

Here’s why fancy newsletters often don’t

5 Create An Instant Connection With Video

“The style of It’s without doubt, one of most under-used conversion-

What Kind Of Videos Can You Use?

Which Style Of Video Is Right For You?

6 Streamlining Your Checkout Process

2. Ensure You’re Transparent/Trustworthy

3. Your Form Must Be Visually Appealing

6 The Mobile Revolution

Are You Missing Out on 50% of Google Traffic?

No part of the report may be reproduced in any form or

CLICK HERE FOR

S-ar putea să vă placă și

%XWRQHWKLQJLVVXUHWKHUHhave been a lotRIFKDQJHV

<RXUPHVVDJHLV³You don’t know me yet but I think I