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Archive | January, 2019

Lying as a Short-Term Success Strategy

I’m going to try and NOT go on a rant here about how, “These days” no one in marketing is telling the truth, everything is exaggerated or an outright lie, lies of omission are so common they’re expected, and so forth.

Lying as a Short-Term Success Strategy

Okay, maybe that was my rant.

My point is, there are plenty of marketers out there streeeeeetching the truth until the truth is completely lost. And yes, these marketers often do experience short term success. If a person wanted to make money and run, this is the method they would use.

But they better keep running, because government agencies are getting a lot better at not only monitoring what happens online, but also apprehending and charging people when they out and out lie to customers.

In my opinion, a far better strategy is to look at the long picture and tell the truth.

Marketers and businesses who tell the truth might not make as much money up front, but in the long run their businesses will survive while so many others fail.

They’ll get recommended by their clients to other prospects. They’ll get more repeat business. And their proprietors can sleep at night, too.

“The most powerful element in advertising is the truth.” – William Bernbach, cofounder of international advertising agency Doyle Dane Bernbach (DDB), director of many breakthrough ad campaigns.

I don’t know when William said this quote, but I do know he died in 1982. Yes, truth has been scarce in advertising and marketing for a long time – perhaps as long as its been around.
Yet people want the truth. They crave the truth. And when they find someone who will tell them the truth, they will do one of two things: Either look elsewhere for the “quick fix,” and eventually come back to the person who told the truth, or recognize the truth as being what they need in the first place.

Either way, if you’re in it for the long term, the truth is the way to go.

Here’s a classic example: You teach people how to make money online. You tell them it doesn’t happen overnight. It takes work. There is a learning curve. They’ll need to invest both time and money. They’ll make mistakes along the way and get discouraged, and that’s okay, because it’s part of the process. But if they stick with you, and they do the work, in a year’s time they’ll have a very real, viable business that replaces their current income.

Or, you tell them they will make a gazillion dollars by Tuesday with no work… But they don’t make a gazillion dollars, or whatever you promised them. And they’re mad. They want their money back.

Hopefully at that point you’ve pulled up stakes and you’re running (just kidding) or you still have their money and refund it (that’s the right answer.) And when they get their money back from you, where are they going next? To the person who told them this takes time, effort and money. Because that person told them the truth, and they realize that’s exactly what they need.

Look, I understand how tempting it is to stretch the truth, to lie by omission (yes, that is a lie when you don’t tell them something they need to know) or to make things “rosier” than they are. It’s all a part of marketing and advertising.

But should it be? Only you can decide.

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Source: hbio

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How to Get a Crash Course in Online Sales

… And see what your best competitors are doing, too. When you look at a marketing campaign from the outside in, you miss a lot. But when you join competitor’s lists and let them sell to you, you’ll get to dig beneath the surface and see what’s REALLY happening.

How to Get a Crash Course in Online Sales

Read their emails, subscribe to their membership sites and buy their products. Take note of their entire selling process from start to finish. You might do screen capture for upsells, download pages and so forth.

I am NOT advocating that you copy what they’re doing – at least not blatantly. But if you notice a step they take that seems to be working, you might add that step to your own funnel as well.

For example, I bought a product the other week that had sales offers on the download page. There is nothing new about additional sales offers in general, except these offers were increasing in price by a penny every 7 seconds, right on the download page. It was instantly clear these products were being sold, and the price was going up.

I forgot about downloading my product and instead went immediately to the sales page of one of the products, where I found the same thing – the price was increasing by a penny every 7 seconds.

The counter wasn’t obnoxious, but it was in plain view in the upper right-hand corner the entire time as I scrolled through the sales letter. And I never would have seen this if I hadn’t purchased the product.

So if you want to increase your own sales and profits online, find the top selling products in your niche, enter their sales funnel, buy the product and learn everything you can along the way that you can apply to your own business.

Do this, and instead of re-inventing the wheel, you’ll leverage the experience of other successful campaigns and businesses for your own benefit so you can grow your business faster, and help more people by ensuring your products and services are sold to the most buyers who will benefit from them as possible.

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Source: hbio

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Best Lead Magnet Ever?

You know what a lead magnet is – something given away for free in exchange for an email address. You join their list, you get their free report / video / book / software etc.

Best Lead Magnet Ever?

I recently ran across a lead magnet that blew my mind. And I didn’t even realize I was being set up to join a list – or that it WAS a lead magnet – until I was hooked like a prize fish at the end of this master marketer’s line.

Here’s what happened:

I was on this marketer’s site when a headline caught my eye. This was a headline you might find on a book or a paid product – in fact, if it had been a book, I probably would have bought it on the spot. It promised a big benefit and had a curiosity element to it that immediately got my interest.

The headline was on an article and I started reading it. It was giving me methods to accomplish a certain task, but it was doing it in story form. I didn’t even realize until later that it was telling me what to do, but not how to do it. And the story was captivating, as good as any fiction you might read.

I was fully engrossed in the story when it was about to come to a climax and it suddenly – stopped.

It just stopped. There was no more to read. I was left hanging. But of course, there was a subscription form, and a note that said only subscribers of this website would be given the secret information contained at the end of the story.

Yes, I filled out the form. By that point, I would have paid money to get the rest of the story.

I’ve purposely kept this vague because it’s probably not a good idea to copy this marketer’s story. What he wrote works for him and his site. What will work for you and your site is likely to be far different.

But what I can tell you is that no matter who your audience is, they love stories.

And if you can weave the information they want inside of that story and insert a cliffhanger point that compels them to join your list, then I suspect a very high percentage of people who read the beginning of your story will subscribe to your newsletter.

Be sure to have a title so good, people would pay for a book with that title, even if you didn’t give them a book description.

Keep the story intriguing and entertaining, while giving the lessons promised.

And in the portion they read prior to subscribing, only give them the secrets of what to do, not how to do it.

For that, along with the story ending, they’ll need to join your list. 😉

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Source: hbio

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