Let’s look at examples of how you can create negative mindsets in your visitors by making HOW-YOU-REACH, WHAT-YOU-SAY, or HOW-ACCESSIBLE-YOU ARE boo-boos...
1) HOW To Reach Your Visitor...Free-For-All Sites (FFAs) are a great example of how not to reach people. For the most part, they have become so seamy and useless, that no matter what you say, you’re doomed from the start. You have no credibility.
Compare this with how smart and open-minded your visitor feels when she finds you via a Search Engine!2) WHAT You Say To Your Visitor...
Don’t write a site purely devoted to “hard-selling” yourself and your service. Imagine a visitor who hits your site and reads an immediate sales pitch. That person will resist because she does not know you.
Develop related content that PREsells your expertise, knowledge base and professionalism.
Scrolling to the final page of your site to find out how to contact you creates unnecessary frustration and shows a lack of respect/interest in your visitor.
Ready access to your phone number and/or Web contact means instant gratification when she wants to talk to you now.
Now for a critical ACTION STEP...
Review your site or whatever other means you are using to reach and talk to prospective clients. Put yourself in your customer’s brain. What will she think, how will she feel, at each of the 3 major steps above?
Consider how much higher your Conversion Rate (CR) would be if a visitor found you in a bona fide manner (ex., as a result of doing a search on a Search Engine), then became your “friend” (or your trusting admirer if you do a truly awesome job!) because you provided excellent content, and finally was able to communicate with you... pronto!
The bottom line?Get inside your visitor’s head -- realize how she will feel each step of the way. Whatever you do, consider the impact on your visitor -- if it does not make her more open-to-hire, don’t do it.
PREselling is really all about selling yourself and your service to your customer, every step of the way. You reach the right folks in a proper fashion, deliver valuable, appropriate editorial content that inspires their trust, and provide easy access to yourself so that when she is ready to reach out, you are there.
Your CR will soar.Even a local service benefits from a Theme-based Web Site. Dr. Burch, a California dentist, uses his Web site to draw in clients from up to 120 miles away. You can read his story at…
http://www.sitesell.com/case-studies/local-business-john.htmlIt’s a two-step process that builds to a job contract...
STEP 1 You PREsell to get an open-to-hire phone call or response to your contact form... that first contact. Once you have that...
STEP 2 You “sell” your service and close the deal with a contract.
So, whatever you do, however you do it, PREselling should always pull your visitor one step closer to delivering your Most Wanted Response... an open-tohire contact call or response to your contact form.
If your visitors basically perceive a straight sales effort on your site, you’re selling, not PREselling. That means that the two-step process is now SELLSELL...
Redundancy = Turned OFF visitor = LOW CR.But if you develop great content that leads to contact, you become a friend she can trust rather than a stranger making a sales pitch…
Trust = Turned ON customer = HIGH CR.
In other words, don’t push your visitor to that first contact, make her want to reach you. It makes all the difference if your visitor feels that it’s her idea to deliver your MWR.
Writing to PREsell does not require genetic talent. It’s not a “gift.” Writing to PREsell is a skill you can acquire. Make Your Content PREsell! (MYCPS!), the only book of its kind on the Net, shows you exactly how to...
1) write to communicateEveryone, regardless of what they do online or offline, needs to know how to write effectively. That's why MYCPS! is so affordable (just $9.95!), even though it’s worth three to four times its price. For more information about this must-have resource, please visit…
http://mycps.sitesell.com/
Question? Geez, I was about to grab a coffee. Fire away!“But can you give me a concrete example of using content to PREsell?”
You want “concrete”? OK, concrete you get. Here’s a real concrete, non-Webbased, service example that will succeed...
It’s all about creating a Theme-Based Content Site that is loaded with KeywordFocused Content-Rich Pages. Your theme?...
You love concrete. Yes, cement! It’s been your livelihood for years. “Concrete Solutions” is the name of your company and your VPP (“Valuable PREselling Proposition”) is “Service as Solid as the Rock of Gibraltar!” It’s also been your hobby, your passion...
Concrete statues. Concrete painting. Decorative concrete. Concrete in the garden. Repairing concrete. Concrete molds. The various types of concrete. Hand trowels.
For this example, I had to brainstorm topics for concrete. I know nothing about it. I chose it because it was the first thing to enter my head. But I could develop topics about concrete forever. More about developing high-profitability topics in DAY 3.
Anyway, let’s say that you decide to create a Theme-Based Content Site that is all about concrete. Your home page explains how your site is the site for everything concrete, from structural to esthetic.
And it includes references to your services which range from consultations to customization to repair to custom molds/sculptures and everything in-between... and references as well to your finely-honed skills developed through years of experience and accumulated knowledge.
You also, of course, create high-value content-jammed Keyword-Focused Content Pages. For example, your page about concrete statues explains all about how to make striking statues for the home and garden. You could even expand it into an entire “Statue Section,” with a page on the history of concrete statues and another one about how to market and sell the statues that the visitor makes. Your contact info is presented on the bottom of all of these pages.
By creating truly excellent, high-value content you deliver exactly what your visitor sought at the engines and this content strongly reinforces your expertise in the world of concrete -- which in turn earns her trust and respect.
(When you write about a niche that you know and love, creating content is easy. I’ll show you how to also write it to score well for the engines later in the course.)
By providing great content, you PREsell yourself and your services to your visitor. She sees you as a “Concrete Authority” and phones you, thus increasing your site’s Conversion Rate.
In addition, you develop multiple streams of income by representing related and excellent merchants on your site (earning affiliate income from these noncompeting sites). You weave relevant, “in-context” text links right in the content, as appropriate.
Links to...• Books about the topic (ex. concrete statues, if that’s what the page was about)
• A garden supplier for concrete molds, trowels, etc.
• And so forth.
She trusts you, so she also trusts your recommendations.
This is the way to go!
If you have a site like this, and would like to add a new income stream, I’d love to have just a small piece of your attention on a site like this… perhaps a button link “Powered by SiteSell.com” or a page about this course. If you can figure out a way to make it fit on your site, I’d love to be with you. For more information about our affiliate program...
http://affiliates.sitesell.com/
OK, we can summarize today’s session into a key lesson to take home. I am giving it this title...“The Road to Becoming a Master Service Seller”
What’s the key? PREselling. Not selling. You must, must, must know how to PREsell!
Basically, this Masters Course delivers the single most productive approach to income-generation. It will show you how to PREsell your way to high CRs. And at the same time, maximize traffic to your Web site.
CONTENT
TRAFFIC
PRESELL
MONETIZEAnd I guess that brings us to the bottom line for today...
If you’re building terrific traffic to your site... and if your site is getting potential clients to phone you or use a contact form for more info on your service... and if you are closing the deal with a high percentage of them and getting job contracts...
Isn’t that the roadmap for using the Net to build your service-selling business?Let’s summarize the whole point of PREselling with this question...
Who would you respond to...
… A stranger with a sales pitch?
DAY 1 has set the understanding that is the cornerstone of your Web business. From here we begin to build the framework. Before proceeding to DAY 2, please complete your DAY 1 Goal-of-the-DAY, and take note of your Ongoing Goal…
Ongoing Goal... Deepen and focus your understanding of this material. Re-read it once per week for the next eight weeks, monthly after that. As you progress through DAYS 2 through 10, it’s going to be easy to lose sight of the “big picture” presented today. And there’s another reason to re-read regularly… it will mean more and more to you as you gain each DAY’s new perspective.
In DAY 2, we’ll start the hands-on material. You’ll begin by identifying and developing your own Site Concept and high-profitability Keyword-Focused Topics.
Getting off to the right start makes the structure solid.