Becoming Essential   How marketing really works.

Thousands of marketing studies and meta marketing studies have proved beyond a reasonable doubt that there are three primary things your marketing message can do to massively improve the sales prospects for your product or service:

1. Communicate a dramatically different overt benefit of your product or service (increases your chances of a sale 9x)
2. Communicate a dramatically impactful reason to believe you can deliver on your promises (increases your chances of a sale 6x)
3. Give the potential buyer a chance to experience the benefit (in #1, above) first hand before purchase (increases your chances of a sale 2x)

Here’s the thing: you can’t make this stuff up. Marketing is not about spinning. It’s about telling the truth. If you don’t have a dramatically different overt benefit, then you have to change or replace your product so that you DO have a genuine, dramatically different overt benefit. If you don’t have a dramatically impactful reason to believe that you can articulate to your potential buyer, then you have to get one - a real one.

I help you do both things:

First (the 85-90%) I increase your chances of making sales dramatically by getting your marketing message in order. If you don’t have a legitimate message, I help you re-engineer your products or the way you do business so you DO have a legitimate message. Then we build a website that 1) CLEARLY communicates that message 2) steers your potential buyer to the action or actions that will most likely lead to a sale, 3) allows your potential buyer to physically buy your product or service online and 4) allows you to properly service your customers.

Second, we devise and execute the best delivery tactics (the other 10-15%), whether that includes, search engine optimization, pay per click, networking, blogging or other effective delivery tactics.

It’s crucial that you have a specific purpose for your web presence. It can’t just be “I need a website.” The purpose has to be specific and focused. What action do you want your site visitor to take? Does your site make the sale or does the site lead the potential client to you, who actually makes the sale?