How Bad Does Your Marketing Stink? Real Smelly Marketing?
I came across this article by Russ Henneberry, and it made a lot of sense to me.
Because the underlying principle of marketing we teach is all about the 3 C’s (Create, Capture and Convert), I thought this would be a perfect topic to share with you as we start off the new year.
Oh, by the way, HAPPY NEW YEAR!!
I forgot that we closed the office for a few days after Christmas and we unplugged from the world for a bit.
This is actually my first post for the new year, and I am starting a brand new campaign to reach out and help as many of you as I can to market your business and make more money this year than ever before.
So look out for lots of great stuff coming into your inbox from the E-Team. If you have not yet, subscribe here and become a member of the E-Team. It’s FREE!
Anyway, back to smelly marketing.
Russ Henneberry makes some great points about how easy it is for pros and amateurs alike to make blatant marketing mistakes that do no not pass the smell test:
Have you ever clicked on a link that promised information about puppy dogs, rainbows and ice cream and you end up on a gambling or erectile dysfunction site?
Stinks, doesn’t it?
It doesn’t convert well either. The scent from what was promised to what is delivered is so incongruent that virtually every visitor will bounce immediately.
You see, the E-Team teaches that the first C of Marketing is to CREATE.
You must create traffic to your offer by creating attractive ads with well written and creative copy. Then you must make sure that whatever it is that you create on the front end matches up and is congruent to the actual offer that a visitor ends up at or else you will never (or very rarely) convert that visitor to a customer.
Creating an ad and an offer that doesn’t convert is stinky for not only the customer, but for you the marketing person too.
Another point Russ makes:
Consider keeping the following elements in your design consistent along your path,
When you create your ad, the colors and the general scheme should be the same as the capture page or sales page that the visitor lands on. You can click the original article (first paragraph above) to see examples of big name brand marketing that makes these mistakes. We’ve all seen them.
The 2nd C of Marketing is CAPTURE.
If you are not using a service like Aweber (an autoresponder) to handle your lists and your communications to your list, you should. In this day and age of online marketing, ecommerce and online everything, it is a must have. Having an autoresponder will help you manage your leads and convert those leads and prospects to paying customers and loyal fans. You can get more information on autoresponders by reading my article on it here.
According to Russ:
It’s surprising how often marketers get this wrong.
If you make an offer in an ad, maintain the scent of that offer from the ad to the landing page. Otherwise, it’s bye-bye traffic.
The 3rd C of Marketing we teach on the E-Team is CONVERT
Once you have a visitor click all the way through to your offer (now they are a prospect), you must close them or convert them. This means that they must make the purchase decision and complete a transaction, and they will then be a customer.
Simply put, if anyone clicks your ad, fills out the info on your capture page, and clicks through again to get to your offer (sales page) you should close 100% of those customers. Period, that’s it.
If you do not, then something is wrong with your ad, your copy, or both.
How do I know this? Because it’s measurable and it is common sense. There is only 3 reasons why someone would not buy if they got all the way through to your sales page:
- The sales page was selling something they were not looking for, or
- Their credit card got declined, or
- They were merely shopping and looking for the price.
All three of those reasons above can be eliminated by your ad, ad copy, headline and sales page – IF DONE PROPERLY.
I was walking through a mall with my family one time back home in Chicago. I smelled fresh popped popcorn and it made me want some. So I followed my nose and found a 6-foot folding table outside of a jewelry store with little dixie cup samples of popcorn they were giving out to anyone who would sign up for a credit card. What do you think I did? I walked right by without getting any popcorn because I didn’t want to fill out an application for a credit card – that’s not what lead me to their table.
The thing that attracted me and made want to get some popcorn was the smell of it. If they had been selling the popcorn, I am almost positive that I would have paid for some popcorn because I wanted it, made an effort to find it, and I was expecting to see popcorn available.
Although this is an offline example of the point of this article (and maybe a stretch at that), I think you understand now how someone feels when they click on an ad, or an attractive email subject line, and what they get is nothing at all what they were interested in.
A SAFE INTERNET EXPERIENCE LEADS TO TRUST
The other thing to keep in mind is the very negative extreme that should always be avoided. Stinky marketing is not illegal, but the perception that online consumers have of bad marketing could be very close to Bait-and-Switch or outright fraud, which is illegal.
Do not fall into the trap of being lazy or uninformed. Lazy marketers have stinky marketing, and stinky marketers do not have a high KLT factor (Know Like & Trust).
If you ever want your audience or prospects to ever Know, Like and Trust you, you will need to come across as genuine and as above-board as possible. Anytime I have ever had incongruous ads and marketing come my way, I automatically feel like I am being swindled, chizeled or conned.
The digital world is confusing and scary enough already, what with all the schemers, phishers and hackers that are exposed all the time these days. You need to stay as diligent about your marketing and messaging as you are about your accounting and income. They are tightly associated in the online marketing universe.
So to create more opportunities in 2014, to convert more customers, and to make more money…your marketing must pass the smell test at whatever cost.
For more information, or to join the E-Team and get access to our world-class marketing training, click here or visit www.JoinTheETeam.com
HAPPY NEW YEAR!!
Wishing you Health Wealth and Happiness!
Lambert Matias, Founder Evantage E-Team
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