Dear [FIRSTNAME]

Its all about attraction. Understanding the difference between the impression you give to new customers and your ability to attract them will result in your business life being a breeze. If you don't "get it" you will be subject to the typical problems and constraints that affects most businesses, i.e. a long hard constant battle with your competition.

To help set the tone for 2009, We've prepared a four part newsletter to make sure you're on the right track and to ensure your marketing efforts are on target:

• Part 1 - Web Site Check
  
• Part 2 - Getting Noticed (by Search Engines)
  
• Part 3 - Reaching Out to New Customers
  
• Part 4 - Managing your Marketing (Databases to Blogs)

You might have heard the sales analogy "ABC - Always Be Closing", ours is a little different "Always Be Critical". Keep adjusting and changing your approach until you know you're on the right track and you're getting results. It can be difficult getting a genuine critique of your approach but it is vital to your success, so ask your friends or busines associates what they think before you commit.

Introduction
The right marketing can transform your business, and applying a structured approach can increase your business presence, your prospects and your income, however, in light of the current economic climate, marketing is the only guaranteed activity that can help your business to weather out the storm.

Nowadays there is very little distinction between personal or business marketing. As a salesman or sole trader you have to to reach out and touch as many businesses as it is practically possible. The same applies to larger businesses and corporate entities.

Either way you must adhere to the rules of business and keep connecting with your market, i.e. customers and prospects. Failure to do so will impact on your bottom line and make life much harder.

Having a web site is a standard method to present your business and a good place to start. It needn't be expensive either, but no matter how much you have spent or intend to spend, take a look at the following points, just to be on the safe side.

Your Brand
If you're clear about your "brand" then it should be easier for your to present your business to prospective customers. Without a brand, you have to build a case why you deserve the consumers business every time you get ready to make the sale. If you haven't looked in to "branding" then I'd suggest the book Branding for Dummies.

What is the objective of your web site?
Your web site is the equivilent of a saleperson, therefore it should look, act and speak like one. It's also important to make sure that you are clear about your objectives, otherwise you will send out a mixed message. What is the purpose of your site? Which of the following categories is yours:

• Corporate/Brochure Site
• Support/Maintenance
• Ecommerce
• Information/Lead Generation site

Don't try to be all things to all people/browsers.  Stake your claim on your target market and make your intentions obvious to your visitors.

Look!!! Copywriting
It's said that copywriting is salesmanship in print. Make sure your written words are as impactful and engaging as they can be. If you can hold the attention of your visitors, they are more likely to return and ultimately buy from you.

A great book to read is Web Copy That Sells by Maria Veloso, it really helps you to understand the logic behind crafted words or take a look at www.michelfortin.com one of the most respected internet copywriters around.

The Right Image
As the saying goes, "you don't get a second chance at a first impression", so don't gamble it away! Whether you're attempting to create an overall image for your business in-house or if you have a creative director on your side, you still have to make sure that it "works". So do some market research and get the opinion of as many as you feel necessary, before you invest.

A picture paints a thousand words, so make sure that when you decide to display an image on your web site, that they’re relevant, high quality and don’t include clip art. Try to use photographs or high end graphics, of course, if your web designer can produce graphics, even better. But try and keep them with the same look, feel and colour balance.

Does Page Layout Matter
There are many views on this subject but the fact remains, you have 8 seconds to make an impression. But for now, here are a few main pointers.

• Keep your main message above the fold i.e. make sure its not hidden below the bottom of the screen. Think of it as the headline article on a newspaper.

• Follow their eyes – take a look at the following site to see how we look at pages, click here.

• Buy a copy of "Don’t Make Me Think" by Steve Krug. Its sold over 100,000 copies and gives a practical insight to the look and feel of web pages. You might get the aha moment as to why your site isn't performing as you would like it to.

Split Testing
No one can be 100% certain of the right page layout, look and feel from day one - so create two or three and let Google alternate them to your browsers. Split Testing will equally display your choices of the first page your browsers sees and Google analytics will tell you which is the most successful, thereby making the decision for you. If you haven't done so already, set up a Google account and check out the free services they offer.

The Importance of your Home Page
Video, Text, Images, Animation and Presentation Slide Shows now make up the mix required to hold the attention of your visitor. Make sure your home page is the best representation of what your business is about. It doesn't need to be flashy, just relevant. 

I came across an interesting company called PresenterNet which can convert your PowerPoint presentation to make your site interactive and pose questions to your visitors against the slides to help them qualify themselves. But with so many options available - take your time, even if you choose to start gradually, at least you'll have a good idea where you're going...

How to use testimonials to your advantage
If you're an established business, and by that I mean you have some customers, it's important that you make the most of them by sharing their positive experiences with your new visitors. You can simply include written testimonials or you could opt for high-end video to really get across what your customers think of you and your services. For an interesting insight, take a look at the book by Dr Robert Caldini called The Psychology of Influence. It explains how social proof positively effects the decisions of potential customer.

There are a number of companies that will get your message on to video. I came across a site called Productize Yourself who provide teleprompted studio video services, so it can be done easily.

What is a "Call To Action"
It means that you are very clear about what you want your visitor to do next... Should they click to another page, should they look at something specific. You've got to tell them - don't assume. You won't be insulting anyones intelligence, its just part of what you have to do.

Test, Test, Test...
Web site usability is the key to success, get as many people (friends, business associates or customers) to use your site under controlled conditions, i.e. make sure you or another of your team is on hand to make notes and act on them. No matter how much you spend on your site, if users "don't get it" then its all been a waste of your time and money. Once you are happy, then launch your site to the outside world. Don't let it stop there...Test your newsletters, mailshots, sales letters and pretty much anything that leaves your office. Its tempting to look at a piece of work and believe that anyone reading it will "get it", but they don't! and its not worth the risk.

Be Patient
As I mentioned earlier, if it takes seven to nine "touches" for your business or brand to start to become familiar (think about how many times you have to see an advert on TV before you act), the same is applicable for your web site. This is especially applicable for higher value products. It's what's is referred to as a web site being "sticky", i.e. keeping them glued to your site with relevant content and encouraging browsers to return again and again until they buy or perform the action you want.

Another point, if you've already submitted a site map you'll understand. But when you submit your site map to Google (covered in Part Two), it can takes as many as a few weeks before the robot program crawls around your site, making a reference of your content and structure. It can then take a couple of months before your site is fully indexed and appearing on search engines. So don't get disheartened if your site hasn't made you your fortune, perhaps it simply hasn't happened yet!

Download your copy of "How to win the overheads game"
Business is difficult enough as it is, so to help with budgets and being sensible about costs, we've produced an eBook called "How to win the overheads game" which has 41 sure-fire ways to save money. Download Now...

A final word...
I hope you have found the above information useful, I know its brief, but at least it gives you an insight to the areas you might need to consider. Get in first before your competition starts applying these techniques - and if you need any more information or advice, call 0800 970 9751, we're here to help.

To your success...Bye for now

Nigel Maine - Senior Partner

Footnote: If you wanted to improve your bottom line would you increase your income or reduce your costs? Whatever you decide for your business, we'll help make it a success by adjusting your costs and recommending automated solutions that will generate more income.  No confusion, no stress, just straightforward advice that allows you to enjoy the rewards....