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If You're Going to Pitch me Make Sure I Can Easily Buy

Golf I enjoy playing golf and like all golfers I subscribe to a few tip sites and golf course Web sites too.

I got a message from Hillcrest Golf Course this week, talking about the John Jacobs golf school.

I'm on the list so I want to hear about events at the course.

But when I clicked to find out dates and prices for these “golf schools” I was taken right back to where I started, at the landing page that said “Find Out More” as a hot link.

I clicked again, same result. There was no further information unless I called.

But, I did not want to call until I saw how much and when. I may have filled out a form to find out more, but calling would take more time than I wanted to spend. Plus, I didn’t know if I was really interested at this early stage.

I never found a way to get the info I needed to take the next step in buying, so I just clicked out and ignored them.

What we all should learn from this experience is:

When you take me to your site, give me the details of what you’re selling.

Tell how much if you want me to buy right now. Don’t send me to a dead end.

If you’re offering something for free, like a lesson or video as your sales soft step, give me a quick and easy way to ask you to contact me.

3-clicks, no result I'm looking for = no sale.

The next time you send a message, Hillcreast Golf Club, you’ve trained me to ignore you. There’s too many other options to consider and you gave me a bad experience. You wasted my time.

That’s truly how fragile the relationship is between Web site and visitor.

The comment line is open. Do you have an experience with online buying to share?

 All you have to do is click the comment link below to share your experience.


How to Develop a Communication Strategy

IStock_000006855981XSmall The most important thing anyone in small business can do is communicate consistently. Consistent communications can be one of your most cost-effective marketing tactics.

Communicate with your clients, communicate with the prospects that are in your sales pipeline and communicate to your market niche.

Start by realizing you are not communicating to sell anything. You are communicating to educate, inspire and show the people you’re communicating with that you care about them and their outcomes.

When you communicate with your clients, send them a message that you care. Follow up and stay in touch. Ensure they are gaining every advantage possible from having done business with you.

Prospects, however, have different communication needs. You must educate, inform, be the source of new ideas and remain consistent.

Create a plan that allows you to make seven to ten touches with each prospect. Develop each touch, schedule them in your database and automate as much as possible.

Finally, communicate with your marketing niche.

Become a thought leader. You can write a newsletter or create a business blog. This allows you to make short posts throughout the week without having to worry about creating a longer article to send.

Simply use your expertise, communicate as if you were talking to a friend and help others gain value from your knowledge, expertise and talents, consistently.


David Meerman Scott Has a Great Advice for the Presidential Candidates

DavidMeermanScott As a follow up to my post on John McCain and Barak Obama's Advertising Hell, David Meerman Scott, Author of The New Rules of Marketing and PR, has outstanding advice for the Presidential candidates.

David points out, "Nobody cares about your products and services except you and the others in your organization.

"What your buyers do care about are themselves. And they care a great deal about solving their problems (and are always on the lookout for a company that can help them do so)."

David goes on to say that these rules apply to politicians as well as businesses. The politicians buyer persona's include voters, supporters, and contributors.

Read his excellent post on Buyer-Centric marketing at http://www.webinknow.com/2008/08/nobody-cares-ab.html

Let's all hope the candidates catch the wave of this idea soon. Thanks for the great ideas, David.