The Global Success Sandbox

The Global Success Sandbox

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  • Krissy Jackson
    Krissy Jackson    Utente Premium   Moderatore gruppo
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    If you haven't already, I recommend signing up for Robert Middletons' Newsletter
    For clear, tried and true marketing tips to promote your business.

    In This Week's Issue: Want better results from all your
    marketing? Then it's times to start tweaking!

    More Clients
    the Online Marketing Newsletter
    for Independent Professionals
    from Action Plan Marketing
    and Robert Middleton

    Sent to over 49,400 subscribers every Tuesday.
    Welcome to the 261 new subscribers this week!
    Please pass on More Clients to those in your network.
    To leave list or change email address, scroll to bottom.

    Word count for this issue: 813
    Approximate time to read: Just over 3 minutes

    ==========================================
    This week's "Hot Links"
    ==========================================

    Read this Week's More Clients online on the More Clients Blog.
    You can also see past issues at this link:

    http://www.actionplan.blogs.com

    The Fast Track to More Clients
    A fun and interactive six-week virtual workshop will give you the
    tools you need to grow your business with less struggle.

    http://www.actionplan.com/fasttrackprogram.html

    ==========================================
    Tweaking: The Hidden Marketing Secret
    ==========================================

    Wonder why some people get better marketing results than
    others? It's because they tweak.

    One rarely discussed marketing secret (except amongst rabid
    direct marketers or online marketers), is the arcane art of
    tweaking. Tweaking your marketing is literally the key to getting
    more response to any marketing activity you attempt.

    Tweak means to adjust or fine-tune.

    And this is exactly what people fail to do when it comes to their
    marketing. In fact, most do the opposite: They develop a web site
    and never change a pixel for years; they settle on a marketing
    message and never try anything new; or they give a speaking
    engagement and don't try various "pitches" to get cards from
    participants.

    The Science of Tweaking

    Tweaking is what scientists do. They test something using an
    experiment. They get a certain result. Then they change a
    measurable variable and see what new result they get. They keep
    at this until they get the desired result (or not).

    Good marketers are like scientists, but they have more fun.

    Instead of experimenting on rats, they experiment on prospects.
    They try one marketing tactic at a time and measure the result.
    Then they change a measurable variable and see if the prospect
    responds differently.

    Good scientists, if they are persistent, get grants to keep
    experimenting. Good marketers, if they are persistent, attract
    more clients and often get rich.

    Let's look at a few marketing experiments you can tweak.

    1. Ezine signups from a web site.

    Growing a big eZine list is a great way to grow your business.
    Let's look at the two main variables: a) home page of web site
    and b) eZine sign-up page of web site.

    To conduct this experiment you must know: a) how many people
    land on your home page in any given period, b) how many people
    click onto the sign-up page, and c) how many people actually sign
    up. Using a simple web tracker that counts visitors and
    subscribers, you can get these statistics very easily.

    So let's say in a week, 100 people go to your home page. Of
    those, 40% click onto your sign-up page. And then 25% of those
    actually sign up for the eZine. That makes a sign-up rate of 10%.

    Now you start tweaking.

    You work at making changes to your home page so that more
    visitors click through to the sign-up page. You might improve the
    design, the graphics, the headline, the offer for the report you get
    with the eZine, etc.

    Several tweaks might increase the number of people who click on
    the sign-up page to 50%. Now your total sign-up rate is 12.5%

    Next you tweak away on the sign-up page. Perhaps you change
    the name of the report (more results-oriented), and you change
    the sign-up form (by making it simpler) and the placement of this
    form (you put it higher on the page).

    Several tweaks of this kind may increase the number of actual
    sign-ups to 40%. Your total sign-up rate is now 20%. You've
    doubled your sign-up rate. And that's how tweaking pays off!

    2. Getting cards after a speaking event

    What I used to say was, "I have a report that covers most of the
    material I discussed today. If you'd like a copy, just leave me your
    card and I'll send it to you by email."

    That pitch got me 30-40% of cards. So I tweaked my pitch.

    I now say: "Here is a report that covers most of the material I
    discussed today. Who would like a copy? (and I get a show of
    hands) Great, please give me your card with a current email
    address and I'll send it to you by email."

    That pitch gets about 80% of people in the room giving me cards.
    The tweak is that I got people to raise their hands saying they
    wanted the report. It more than doubled the results.

    2. Your Audio Logo

    When I use a problem-oriented Audio Logo: "I help Independent
    Professionals who are struggling to attract clients," I get about
    five times the response than a solution-oriented Audio Logo: "I
    help Independent Professionals attract more clients."

    Go figure.

    You don't have to know all the reasons your tweaking changed the
    results, you just have to keep tweaking until the results improve.

    What are you currently doing in your marketing that isn't working
    as well as it could? Time to start tweaking!

    *

    The More Clients Bottom Line: The only way to get consistent
    results with your marketing is by tweaking. Develop strategies
    and tactics, measure the results, then tweak them, one at a time,
    until your results have increased. Repeat until rich.

    *

    What's something you tweaked in your marketing that
    dramatically changed your results? Please share it on the More
    Clients Blog this week.

    http://www.actionplan.blogs.com

    ==========================================
    Fast Track TeleClass
    ==========================================

    Once a month I hold an Introductory TeleClass for new More
    Clients subscribers. The topic is: "The Fast Track to More Clients"
    and explores the Seven Principles you must understand to attract
    clients with less struggle and effort. The next one is on
    Wednesday, March 14 at 12 noon Pacific. Details at this link:

    http://www.actionplan.com/ftmc.html

    ==========================================

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    http://www.actionplan.com/index.html

    ==========================================


    Recommended by Krissy Jackson
    http://www.laughingkiwi.com
    Questo contributo è stato modificato in data 20/02/2007 alle ore 10:40.
    • 20/02/2007, 10:39