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Tangible Vs. Intangible

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You Want to Sell? Talk Tangible Things Using Tangible Language

There is a big difference between sales-&-selling and advertising-&-marketing. Selling is what you do sitting in the client's office and hopefully speaking with the decision-maker. Marketing-&-advertising is what got you sitting there in the first place.

You have only two possible people you can speak to: the requisitioner and the check-signer. The requisitioner is the one who knows about the technology and the product's use and all that. The requisitioner is not the check-signer.

The check-signer rarely knows much about the technology and why stuff works and all that. And, if both are sitting there before you, you address the check-signer's framework, not the requisitioner's framework. So, that means you NEVER assume that the check-signer knows the acronyms, abbreviations, and word-terms used in a particular specialty. And if you were to do this, NEVER assume that the check-signer will stop you to ask what an "SAP" is. He won't. He does not want to look stupid in front of his employee. You also do not want to put him/her in that position either.

You need both of these guys to say "Yes" and to buy from you. And, when they decide one way or the other, they do so WHEN YOU ARE NOT THERE... Ugh!

How do you make a compelling and MEMORABLE argument to them both?

First off, you must differentiate your product from all the others clearly and memorably. To make a clear and memorable differentiation you MUST use TANGIBLE things and/or references to tangible things... tangible-based words, and tangible-based references. You do not want to make an intellectually based intangible case as it will NOT be remembered and does not contain "Action-Based" ideas. 

People are far more apt to make decisions based on tangible action-ideas than they are on intangible and intellectually-based ideas that are not tangible and are not "action-oriented." Most business people are tangible-oriented.

So, for instance, if you are selling, say, advertising-and-marketing services telling the requisitioner and the check-signer about "Image and Branding" is a big "No No." Your competition uses the exact same words. Therefore: you offer NO differentiation. Once you've left their office, and after a few phone calls they had to make they will be unable to know why to buy from you as opposed to your competition who talks the same language as you did.

And there is one thing you do NOT want them to focus on: "Price."

There is a science and an art to this. You talk about their sales, their increased sales, their making more money because of your leading with your products. THAT is tangible and THAT is the basis for action-based decision making.

There is a lot more to this, but we're getting you started.

That guy's picture above whose head is bursting with stuff??? You want that stuff to be your stuff and if it is tangible stuff it will be remembered and if you use "action-based" words and concepts it makes it easy for them to say "Yes."

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Below are Snippets Concerning Design & Site Values

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It Takes Initiative

Take the Initiative

Most people who design for WordPress buy a theme that is pre-designed and then modify it. Doing this is modifying, not designing. Rather like buying a design that looks like a Van Gogh and then modifying it.

The primary reasons for doing this are: "designers" who do this do not know how to create their designs in WordPress on their own, and they do not know how to create the page structure so they use another pre-created "wire frame" design structure which is also in need of modification as well.

We do neither. We buy no pre-designed themes nor any wire frame page structures at all... never have. We create each page uniquely and originally. And we design right in WordPress itself. We do not design in Photoshop, Illustrator or InDesign first and then translate it into WordPress. We start in WordPress and end there. We certainly do use those three programs a lot to create page design-items, but, our page design does not originate there at all.

This is actually identical to how an oil painting (or water color) artists does their work: right on the canvas or paper to start and end with.

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Bounce Rates and Time On Site

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Fixing This is Not Easy

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The "bounce rate" is the measure of whether or not a visitor went anywhere else on your website in addition to the start-off page currently being viewed... which is usually your home page, or, in eCommerce your "landing page."

And time on site is what it says: the total time spent on your website. Both the bounce-rate and time-on-site are measurable and knowable by using site analytics.

Needless to say, high bounce rates and low total on-site times are not good. But these two indicators are very much related to what your site is for or what it is intended to do. If it is a "brochure" website, then it is much like a printed brochure: you must have it, but, few people do much more than to scan it and look to see if you are real or not.

Our design work is focused on providing as much visual interest and colorful impact as possible. This website is a full-on example of just that. Those two things go a long way to inviting visitors to look around and stay a while. That is why, if it is our choice, we create all pages/posts uniquely and very colorfully. Merely echoing the home page colors and page structure is not interesting. So we make everything unique.

There is lot more to this, but we're writing a Blog Entry to cover the topic more thoroughly.

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Writing Copy Is a Challenge

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Here is who'all you write copy for: Google (search engines), potential buyers, to fit with the design (many design elements require snippets), customers, sales and selling, AND... your eighth grade English composition teacher.

When writing for viewers then short easy-flowing and highly readable dejargonized copy is vital - this is a direct response to bounce rates and time on site considerations. When writing for Google then long text with key words in headings 1...6 and surviving SEO editing and copy specific to the intended key words is vital. Ugh!

When adding some website design modules for screen actions and all sorts of effects, then, the copy is snippets and has to fit in the space available for the design module to accept... whatever that module requires.

When writing for customers and customer-prospects, then, you have to adopt very helpful and sales oriented copy. You want to sell your products.

Each of the above goals often conflicts with the others.

So, here is our suggested order of priorities:

  • Write to enhance lowered bounce rates - if people are not staying on your site then all the other considerations really pale.
  • Write to enhance visitor usefulness and enhance your products' differentiation and sales.
  • Write unique cop[y for snippet-needs of design effects - this is in addition to the above. These snippets are specialized text that is only to fit with design elements which offer motion, attention grabbing, colorful arrivals and departures, and the like.
  • Write to enhance SEO results. This is not a top priority for most websites (oddly enough!)
  • Retain Visitors and Sell More - that is really your goal...!

Is there a formula for these conflicting goals? Well, at the end of the day, your sales and selling is your prime focus.

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SEO's Value is Contextual

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The Meaning and Value of SEO Is Highly Contextual

Sorry that this is not simple. But, the entire topic really depends on the situation or the context. For instance: are you a B2B (Business-to-Business) or B2C (Business-to-Consumer) company? That alone makes a huge difference.

If B2C then are you selling a common commodity product or is your product unique and new and unusual? The reason for this consideration is what sets the requirement to have to EXPLAIN yourself or not.

Keep this in mind: if your product is unique and new then SEO will not help much at all as what commonly used keyword search terms/phrases can lead someone to something they did not know existed beforehand? And even if it does, will they READ and LEARN about your explanation? (Answer is "No").

SEO delivers viewers who already know what they are looking for. If your product is unique and new AND you have to explain yourself then SEO will fail you utterly...

If you are B2B then SEO "may" be helpful or not. Best to ensure that the commonly used part number is in your text for that product... not your private SKU but the market place's part number or SKU.

If you have to explain yourself then you have a far more receptive audience who will read your brief explanations because those are precisely what sells you to them. 

So, if you think page one is vital, then go with Adwords (Pay Per Click Ads on Google/Bing). You need a budget for this and an Adwords consultant who knows this SEM marketing really well.

If you are a B2C company, try this:

This is easy to do on your own. List all the keywords you think people would use to find you. Then do a Google search for each of those keywords and take note of who is on page one.

If page one is dominated by: Walmart, Amazon, Wayfair, CVS, Eckerd, Target, KMart, and the like. Then drop fussing with SEO for that product as you will NOT bump those guys off of page one. You can fuss with "long tail" keywords but you will find that those guys know about that too. They each have a room full of SEO experts who do nothing but keep them on page one and all that is outside your budget.

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