|
Author: Marcia Yudkin Article source: http://businessknowledgesource.com/. Used with author's permission.
Of all the web sites belonging to coaches, consultants and
experts that I have reviewed, more than three-quarters
shared a very serious marketing blunder: Their potential
clients wouldn't understand from their home page precisely
what they do. Jargon gets in the way.
Many specialists believe that they need jargon to
communicate their expertise. Without it, they'd sound
incompetent, they think, and those in their target market
who are as specialized as they are wouldn't respect them.
My recommendation is not to eliminate jargon, but to
include it in the site, with your main emphasis on the
business benefits your company provides or the problems
your company solves.
For instance, I've done an informal survey to see if
business owners understand the jargonistic tag line, "CRM
software for small business." Nope! Most aren't even sure
what "customer relationship management" really means. But
if you write, "Close sales faster and improve customer
loyalty through customer relationship management (CRM)
software for small business," you'll earn greater
comprehension, without alienating those who already know
the shorthand.
Don't think this applies to you? Sorry, it does. Nearly
everyone in business overestimates - usually greatly
overestimates - the extent to which customers understand
their jargon.
The other nearly epidemic blunder at sites belonging to
coaches, consultants and experts is not explaining clearly
and persuasively why someone should use you rather than the
competition. What's unique about you? How do you differ
from your colleagues? If everyone is qualified and
experienced, why should I choose you? With sufficient
thought and care, you can add text to your web site that
gets potential clients thinking, "This is exactly the
person who can help!"
Related to this is the absence at many sites of two
powerful tools for credibly distinguishing yourself from
the competition: testimonials and expert articles.
Testimonials are quotes from clients you've helped, and
they should refer to results achieved with your help - not
just you being a competent, nice service provider - and be
signed with a complete name and business identifier or
geographical location. Expert articles engage visitors to
your site and show that you know your stuff.
Finally, all coaches, consultants and experts need to have
a newsletter to capitalize properly on visits to their web
site. This is because people shopping for professional
services sometimes decide to buy that very day. More
often, they come to your site looking for information
rather than to hire someone. If they read a couple of your
articles, like them and sign up for your newsletter, you'll
have the chance to impress these potential clients
repeatedly. Down the line, they're likely to hire you,
sometimes without ever returning to your site. But your
site set that process in motion. Marcia Yudkin is the author of Web Site
Marketing Makeover and 10 other books. A four-time Webby
Awards judge and internationally famous marketing
consultant, she critiques web sites and performs web site
makeovers for clients. Learn more about her detailed
critique sessions on five different kinds of web sites
(including sites for consultants and other professionals)
at http://www.yudkin.com/websitequiz.htm .
Sales Training - What Is a Disguised Implied Need?
Have you ever been in the position where you are getting, what you think to be, close to concluding the deal only to find your client comes up with objections?
How to Cut Your Life Insurance Premiums Without Changing Insurance Company
A simple but effective tip to cut your life insurance premiums without having to apply to another insurance company.
Slot Machines for Sale
Pachislo Slot Machine sales are relatively easy to find if you are exploring which slot machines are for sale, since Pachislo is to slot machines what Starbucks...
Commoditizing the world
Let's discuss commodities; with the latest Enron situation, it is important to understand the way things work. A commodity is anything useful, especially a tran...
Adult Acne
Acne continues to affect many people well into adulthood. This article discusses causes and suggests treatments for adult acne.
Be Selfish With Your Goals
All too often good-intentioned people set forth goals designed to satiate others rather than themselves. While the intent is honorable, the results will likely...
PHP & Account Activation
How to use PHP to activate newly registered user accounts.
Cottage Style Home Decorating: Whats Your Favorite Cottage Style?
Have you ever wanted a cozy cottage by the sea, in the mountains, or somewhere in between?
Free Resume Template: What Makes a Good One?
Google for "free resume examples" or "free resume templates" and you could drown in the results. Not all free resume templates are good. What makes a good one? ...
A Life of Purposes Extraction
Purpose. What is purpose? Drinking coffee when you wake up and making a habit of drinking coffee only when you wake up? No. Trying to drink coffee when it's hot...
How to REALLY Profit from SEO
I want to give you a few more things to think about as you excel and grow in the craft of search engine marketing. If you are anything like me, you were hooked ...
Strength Training For Junior Golf
Much debate has occurred about kids and strength training. There's been concern about growth plate damage. There's been discussion of whether it increases the...
Credit Card Is Adding The Silver Lining To Your Pocket
Credit cards have added to our economic flexibility and have rendered us with instant cash at times of need. At the same time it has also provoked hundreds of p...
What Can Be Done About Spyware And Adware
Are you tired of your computer running bad and getting all of those pop-ups?
Do Bankers, Bubble, Discounters, & Justice Department Cloud Real Estate Industry?
Mark Nash is a residential real estate author and broker in Chicago informs consumers of the top issues impacting residential real estate today. He has contribu...
How to Stay Fit at Home
Sound health and excellent fitness is recently gaining primary concern for people from every walk of life. As fitness becomes a major issue for everyone it is n...
Frequently Asked Questions About Permanent Makeup
"I have heard about Permanent Cosmetics, however I still don't know enough about it. Please help me out with the most common questions", says Susan from Califor...
Value-pricing Strategy: Were not The Cheapest but...
In this highly competitive online marketplace, it can be difficult to persuade customers to buy from you when you offer a similar product to your opposition but...
Get More Web Site Traffic From Search Engines
Considering all of the money you spend on promotion and advertising, wouldn't it be great to build a steady stream of web site traffic from the free search engi...
Business Innovation – the Value of Decision Makers
One of the most crucial aspects of the creativity and innovation process is the need to have direct access to decision makers. Without direct access to decision...
All About Computer Viruses
Your computer is as slow as molasses. Your mouse freezes every 15 minutes, and that Microsoft Word program just won't seem to open. You might have a virus. Jus...
Built Camera Cell in Phone
The built camera in cell phone was not long ago the newest technology advance in the cellular phones field. But nowadays the built camera in cell phone is offer...
Bankers in Denial
Denial is a ubiquitous psychological defense mechanism. It involves the repression of bad news, unpleasant information, and anxiety-inducing experiences. Judgin...
Emminent Domain May Hit Close to Home
IN A DAY AND AGE where one voice screaming among thousands can have Christian monuments removed from public buildings and development projects shut down for the...
|
Print this page