We had a great turnout for our webinar on Tuesday night with David Johnson. David went over the top sharing practical marketing strategies and proven methods he has used for getting his students and clients to a front page ranking with Google for their website.
Did you know that just getting your listing on Google moved from page 2 to page 1 has been shown to quadruple the number of responses to your website? There was so much great info presented but many of you could not attend and many others asked for a replay to share it with your staff or colleagues. Unfortunately, the recording failed, which is why we don’t like to say you can always listen to it later.
But here’s the good news… David has agreed to do a second LIVE webinar next week on Tuesday, July 13th at 1:00 PM Eastern time. We will wrap it up within 60 minutes but will stay on the call for Q & A as long as needed. Don’t miss this last chance to learn how you can significantly and genuinely grow your business using David’s strategies. Click here now to register for that event. You will be glad you did! In the meantime, enjoy this article from David’s archive…
Make a Bold Promise
by David G. Johnson Ultimately, marketing is about promising something to your future customer (or your existing customer… if you’re working toward repeat business). What you promise and how you fulfill it is completely up to you, but nevertheless, you’re making a promise.
So… since you’re already making them a promise, why not make it boldly? Why not grab their attention and shake ’em up a little? (or a lot?!) Be daring. Get creative. Let them know you are different from the competition.
Recently, I asked a member of our training program to read me the headline from his brochure. This brochure is the primary piece of advertising he uses. He sends it out via direct mail and gets it into the hands of prospects or “suspects” as often as possible. He and I were on the phone during one of our training sessions and so I said to him, “Eddie, read me the biggest boldest thing on the front of your brochure.”
Can you guess what was there? It was the name of his company. Right up at the top. Yawn. That’s what readers do when they see it… When you spend that valuable piece of real estate on the name of your business, it communicates 2 things to the reader:
- You’re only interested in yourself
- You’re boring
Never, ever, make your name, your logo and/or your photograph the first, most prominent thing the prospect sees. The only possible exception to this is if you already have enormous name recognition as an expert with the audience in question. And let’s be real about this. If you already had that kind of name recognition, would you be publishing said marketing piece? (The answer is… it depends. But chances are, you’re not Zig Ziglar, or President Barack Obama, or Gandhi. So don’t do it.) By changing what he does with that valuable piece of print “real estate,” Eddie could multiply his results. What about you? We’ve already talked about the importance of using a headline, since it serves to catch the reader’s attention. Making a bold promise is a great way to not only capture their attention, but get them thinking about doing business with you right away! And if you are President Barack Obama or Gandhi, let’s talk!Â (Oh wait… Gandhi’s no longer with us… and Obama already won the election…)