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Ten Ways to Improve Your Marketing

1. Target your audience.

Before you start, figure out who your ideal customer is, what industries they're in, where they are located, and what job titles they have. Plus, it's easier to find more prospects if you focus on say, selling software to chiropractors in Manhattan instead of all health care professionals in the U.S.

2. Go where they go.

3. Talk like your customers.

If you sell software, skip the technical jargon. For example, if you sell data security software, don't stress the "automated secure offsite incremental backup, redundant connection methods, and intrusion prevention."

Instead say, "it cuts down on the threat of viruses and automatically keeps your valuable data safe from loss or attack." Industry-specific terms are fine, but use them sparingly.

4. Get your prospects' attention.

Appeal to your readers’ pride or emotions. Don’t expect people to read every word (they won’t). Instead, use headlines and bullets to tell your story.

5. Stand out from the crowd.

Highlight why your product or service is special. Emphasize what makes you different from your competitors. Do you have late night delivery service? Special sauce?

6. Give your audience reasons to buy. Focus on benefits NOT your life story or company history.

The world's most popular radio station is WIIFM (what's in it for me). Show your potential customers how using your product or service will improve their lives, make them look good to the boss, or save them money.

7. Be specific.

Use concrete results that will resonate with the people reading your site. For instance, instead of stating that you help "small to medium size businesses with human resources management", say something like, "We work with small software companies to establish clear employee career paths and increase retention up to 45%."

8. Speak directly to your readers.

Write "you" or "your" instead of "they" or "our clients." It's more personal, and reinforces the idea that you understand your customers' pain, and know how to stop it.

9. Create a call to action.

If you want your readers to do something — say so! Tell the customer what to do (call this number, mail this form). Try a limited time offer to increase the sense of urgency.

I read about a salesman who was making lots of cold calls, but not getting any appointments. He was doing a good job of introducing himself and explaining his product, but he never asked for an appointment. So, naturally, he didn't get any.

10. Track your leads.

Use a code, a separate phone number, or a specific landing page with each campaign, so you know how your prospects found you. Knowing what's working (and what isn't) will save you time, money, and frustration.

BONUS TIP

11. Proofread!

Typos do matter, and after weeks or months of staring at something you may not be able to see straight. Get someone else (with fresh eyes) to check your work. There's a big difference between advertising "Fish to Die For" and "Fish to Die From"!

About the Author

Jodi Kaplan, founder of KaplanCopy, fixes "broken" marketing. If your marketing is costing more money than it's making and people leave your Web site without buying, your marketing is broken. For more tips, and a free 25-page marketing guide, go to KaplanCopy Free Marketing Guide.

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