Are You Testing? If Not, You're Bleeding Money

In the world of UX (user experience), they say ‘test early, test often’.

Now, UX is a big industry. People who hire a UX expert usually have a bunch of money to spend.

For most people though, the cost is dramatically prohibitive.

However, that doesn’t mean that you can’t test.

And it doesn’t mean you should forego testing either.

Something as simple as the colour of a button or the placement of an image can mean a big difference to your conversion rates.

It’s not unheard of that split testing brings 5%, 10% or even more improvement in sales.

So how does that work?

Read moreAre You Testing? If Not, You're Bleeding Money

Ready for Take-Off? Launch That Sucker – And Start Paying Attention

Yesterday I told you that you shouldn’t fix the plane once it’s in the air.

Stellar advice, I would say. (Of course I’d say that)

On the other hand, there’s something to be said for launching your business, and improving as you go along.

You’ll have heard the motivational advice:

“Good is good enough”

“Launch it already”

 

Taking that approach though can be very risky. Like I said yesterday: Being in the air is very precarious.

One hitch and your plane drops, your site fails, your traffic bombs.

Read moreReady for Take-Off? Launch That Sucker – And Start Paying Attention

Why You Don't Fix the Plane Once It's In the Air

Here’s a mistake many businesses make, especially startups.

They build a site, a product, prepare to generate traffic.

Build content strategies and set up list management software.

Sometimes I get called in to write copy at that point.

Very often, I have a hard time deciding whether or not to take the gig.

Because very often, there are big mistakes in their site, their funnel and their strategy.

Read moreWhy You Don't Fix the Plane Once It's In the Air

Guess the Quote: Everyone is Always Selling Something

 

Who do you think might have said that?

You’d expect someone from the business world, right?

A marketer or maybe a coach. An author.

But you’d be wrong.

This little nugget came to us through Robert Louis Stevenson, author of Treasure Island.

And, there’s a lot of truth in it.

Actually, it’s a fact of life.

It’s a notion that can make or break your business.

That is, IF you’re prepared to accept it as true.

Everyone is always selling something.

When you tell a co-worker: “Would you mind grabbing me a cup of coffee on your way back?” – you’re selling her on the idea of doing you a small favour.

If you’re telling your kid: ‘Eat your veggies”, you’re selling them vegetables (hard sale, too)

Asking your spouse to take out the trash? Same thing.

Read moreGuess the Quote: Everyone is Always Selling Something

Sales and Psychology: We're All Automatons. Plus, Don't Bark at Your Customers

Saw a fantastic piece of automatic psychology happen the other day.

It reminded me of how easy it is to persuade people.

You push a button, you get a reaction.

You tell someone a certain thing; they react in a predictable way.

It’s part of our ancient lizard brain, the part that reacts instinctively, before you even have time to think.

 

I’d been shopping for groceries and was walking up into the old town.

Some 50 metres ahead of me there was a young black guy. Probably no more than 18 years old.

He’s from Senegal, from some dusty village where there’s only one phone, and he came here across from Africa, looking for a better life.

Read moreSales and Psychology: We're All Automatons. Plus, Don't Bark at Your Customers

Traffic, Visitor Retention and Your Site's First Purpose

Lately I’m reading a lot about usability and user experience.

After all ‘To the user, the user experience IS the product’.
(Never forget that!)

Now, we all know that the primary purpose of a website is lead generation and that building your email list is task #1.

But apparently, tons of people either aren’t aware of it, or they don’t care about building a list.

Staggering, really: Probably some 25% of the new blogs I visit just don’t have the option.

Read moreTraffic, Visitor Retention and Your Site's First Purpose

You Too Can Get Lots of Sales, Despite the Recession. Here's How

I have a pretty odd collection of friends.

One of them is Dick (his real name – it’s short for Richard).

Dick is a real estate agent in England.

Now, we all know the terrible reputation that most real estate agents have.

Dick is different though, as you’ll see in a minute. He doesn’t have a bad reputation at all – in fact he’s got a 5-star reputation.

He and his wife are over on holidays at the moment, and while chatting he told me that in the seven days he had been away, 3 properties had been sold.

Big ones too. And, two more sales are lined up to close.

Read moreYou Too Can Get Lots of Sales, Despite the Recession. Here's How

Of Course You Wouldn't Say "I Wrote a Newspaper"

So then why do so many people say ‘I wrote a blog’?

It makes no sense – and what’s worse, incorrect usage of words is devastating for your sales.

I’m a wordguy.

I just love languages, especially English.

And as you would expect, I’m a bit of a puritan.

Still, language is a living thing, which means it evolves.

Read moreOf Course You Wouldn't Say "I Wrote a Newspaper"

5 Simple Copywriting Principles That Help You Land Your Ideal Customer

People like to make a big spiel out of copywriting.

Truth is, it ain’t all that hard.

What’s hard is figuring out why people want what you do, make or sell.

That goes back to that old fave of mine: psychology.

In other words: you need to know who your customer is. You need to know them to a T.

Their problem, their worries, their struggles, everything.

Start here: If you make something valuable, there are people who want it.

Read more5 Simple Copywriting Principles That Help You Land Your Ideal Customer

Cialdini, Marketing, Persuasion and… the Strange Power of Belief?

Last week I mentioned the new fad: touting psychology as a new thing in sales and marketing.

In reality, there is quite some research available – mostly not online but in print instead.

One of the most famous books on the topic is Robert Cialdini’s Influence – The Psychology of Persuasion (recommended read!).

In one section, he describes how our psyche works when we believe things.

Specifically, how we can be persuaded to perform specific actions, if only we believe that those actions are natural for us.

Read moreCialdini, Marketing, Persuasion and… the Strange Power of Belief?

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