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The purpose of SEO is to be found by the people you want to find you
Researching background and resource information for a client project, I read a number of articles on the purpose of SEO. Those articles led to this post. Article after article I read stated the purpose of SEO is to raise ranking for targeted keywords and phrases. That’s true, but not the important part of the story — I think the big picture is being missed. The purpose of SEO is [...]
Why your prospect’s view of the world is more important than yours
There’s a lot of marketing effort focused on how the vendor thinks — the vendor’s view of the world, vision of the future, story, way of making the world better, etc. And for good reason: Who wants to do business with a backward thinking vendor with no direction or future plans? But the vendor’s view [...]
The future of SEO
Guessing at the future of SEO, I look at the recent past, then map it to a likely future. Doing so, you can get a pretty good picture of where search is going and what’s likely to be important to companies dependent on or desirous of capturing organic search traffic in the future. Here is how I see the future of [...]
SEO 2.0: The need to serve people
SEO 2.0 is hardly a new term. And in the age of the Internet, it’s hardly new. If you aren’t familiar with the term, it can be over-simplified as the evolution of search from technology-driven initiatives to match searchers to information to a more human approach of presenting search results. SEO 1.0 was more more [...]
This is an interesting gimmick. I really hate it.
I’ve received a figurative ton of mail congratulating me on be being pre-qualified for an offer I don’t want and have less interest in accepting. This is an interesting trick and gimmick tactic to increase response and application rates. I bet you’ve received more than your fair share of this trash mail too. The pre-qualification [...]
Case studies are the best lead generation tool you can own
Let me jump to the point of this post: case studies are the most powerful lead generation and sales tool you can own. I understand there are some who will read that and sincerely disagree, but I stand by that belief. Here’s why People don’t buy things, they buy the expected results of the things [...]
The ginsu knife of sales letters
A friend recently asked me to review a letter – a three page sales letter a partner of their company wants to send to my friend’s customers. It’s a letter offering a service of the partner – part of a joint referral program between the two companies. I read the letter, laid it down in [...]
Your price may be too low, increasing it may spur sales
Believe it or not, sometimes a dead product or service can come to life by raising its price. Let me say it again. If you have a product or service that isn’t selling, it may be priced too low. Price does several things to people. Beyond the economic effects of pricing, there are psychological effects. [...]
4 tips to write better email and newsletter subject-lines
MarketingSherpa analyzed over a years worth of their own newsletters and drew four conclusions on what performed best at attracting clicks. Not limited to email and newsletter subject-lines, these tips apply to all content and customer communications requiring a title. Here is a summary of their finding: The first two words of a subject-line mean [...]
A salesperson’s job is to sell
As a salesperson, I always appreciated and benefited from great marketing: engaging white papers, compelling case studies, professional presentations, well-thought product marketing, competitive positioning, etc. Without doubt, great marketing makes a salesperson’s job a lot easier. That said, poor marketing isn’t an excuse for poor sales performance. Lackluster sales due to below-average marketing isn’t an [...]
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