Tag: conversion

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Words Matter — How A Single Word Makes All The Difference

Words That MatterYou likely know that specific words matter. You click on a headline because a single word strikes you.

What you may not know is, you click a call-to-action link or a signup button solely because a word creates relevance & emotion.

So really, how much do words matter?

The research behind this power of words is incredibly deep. Researchers have found that the word you use to describe a car accident (“contacted” vs. “smashed”) paints the way eyewitnesses view the event. Another study found that simple stock names that are easier to pronounce lead to quicker gains post-IPO.

Perhaps my favorite study is one shared by  Brian Clark of Copyblogger. Social psychologist Ellen Langer tested the power of a single word in an experiment where she asked to cut in line at a copy machine. She tried three different ways of asking:

“Excuse me, I have five pages. May I use the Xerox machine?” – 60% said OK

“Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush?” – 94% said OK

“Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?” – 93% said OK

Words MatterI don’t know about you, but I thought Langer’s third request was rather elementary. Yet it didn’t matter. The trigger word “because” was all she needed. 

The takeaway: As single words matter, when you want people to take action, always give a reason using an influential word or phrase! 

FREE DOWNLOAD: Get “The 12 Most Influential Words In The English Language” — put together to help you chose the right words for your marketing copy — proven and guaranteed to get you better results!

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You’re Not Crazy, Most Marketing Messages Suck!

Marketing Messages That Are Heard

Yes, there is a reason you are not getting the marketing results you want; but are you brave enough to say it is your messaging strategy?

Maybe it is a simple as you are using sales messages instead of marketing messages.

As you may know, developing an effective “sales and marketing messaging process” is not easy — and it’s not rocket science either. This is where Scientific and Conversion Marketing blend, getting better results within this message heavy world.

Target Marketing MessagesThe basics are this: If at a minimum you ensure all conversations and decisions about your messaging are centered on customer insight (awareness), relevance, and benefits, you will successfully differentiate yourself in the eyes of your reader. This single approach is one of the crucial changes you can make in your messaging to improve results — and the great thing is, it doesn’t cost more money to do so!

Most people in business develop their brand focused on basic business concepts like their mission, their marketing message, and their business model; and do you know which part of that process causes the most grief, stress, and more than a few hours of lost sleep?  It wasn’t understanding and communicating their mission, and it wasn’t choosing a business model. It was figuring out a marketing message and how to communicate what you do in a way that is clear, easy to understand, and in alignment with your mission and values.

Annoy The MillennialsWhy Is Crafting a Succinct, Powerful Marketing Message So Difficult?

A marketing message is simply a tool to open the door to a deeper conversation with someone — a tool to spark interest in prospects who may be ideal clients — a short 1-2 sentence story about who you serve, the benefit you bring, and why it would be awesome to work with you or buy your product!

Why Timing Is Crucial

But I think too many people, especially solopreneurs and new entrepreneurs, don’t realize it’s just a tool. Instead, they think their marketing message has to be perfect right out of the gate, and that if they just “get it right”, it will magically win them tons of new clients.

I hate to be the bearer of bad news, but it just does not work like that. So they stress out, second-guess, critique, change, rewrite, freak out, second-guess themselves, and rewrite it some more.

Marketing Messages And Their TimingUnfortunately, many marketing messages from businesses are about their business, about what they do, about their promise regarding their [widget] is, all-the-while missing that timing is a crucial piece of the methodology of a converting message. Sales messages become effective much further down the funnel and so if you are delivering a sales message too early, your results will falter. Marketing messages should drive an emotional response through relevance and an attempt to cause a set of conversions no matter where the reader is on the awareness scale.

Now Don’t Forget to Take Action!

Knowledge is great, but not if you don’t take action!

So let me help you start by teaching you this simple process of creating the right marketing messages, at no cost to you.

Exclusive to this blog post: 
Click here to schedule a 60-minute coaching session for FREE!

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Message From The President — May 2017

This Month’s Topic: “What drives the conversion of a web site visitor?”

President’s Message for May 2017

The conversion of a web site visitor is a challenge for many, however when you follow some basic proven marketing principles, your site will deliver the results you desire — and the shift to an increased lead source can sometimes happen overnight!

The Conversion Heuristic
MECLabs Conversion Heuristic — www.meclabs.com

THE WORDS YOU USE MATTER
All consumers & buyers are influenced by individual words, not whole phrases or sentences. Furthermore, certain words are more influential than others and as such, they guarantee better results because they simply resonate louder in their general relevance, value and proven effectiveness in generating interest and engagement.

THE CONVERSION LIFT METHODOLOGY
For those of you familiar with the codifying geniuses over at WiderFunnel, their “Lift” model goes something like this: Create a strong value proposition, relevant to your target, and ensure there is lots of clarity within your message, and your overall conversion will have a lift in generating more new leads for your business.

That all said, they also say that there are two things to avoid: “creating a distraction” or “anxiety within your message”. Those two conversion kills are to be minimized at every opportunity. In fact, it is proven that you will have more success by saying less to the target for this stage of the funnel.


MARKETING TO DIFFERENT FUNNEL STAGES; aka TIMING
Funnel And Message TimelineFor this stage of the funnel, a website visitor may be aware that they have a need or a problem; and they even may be aware that there is a solution available, but they are still looking for who’s business will be the right fit for them.

Discover the ease of writing the right marketing copy, delivered at the right time. Once you know the secret, you’ll save time and money in all your Marketing! [read about the science of copywriting]

Get this month’s free download: “The 12 Most Influential Words in The English Language”.

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