Business Building Tips Archives | Your Online Marketing Team

Online Marketing is About Knowing What’s Possible, And Doing It

July 30, 2020 by Jama Leave a Comment

There are so many “tips” available from online marketing experts these days it’s easy to get overwhelmed. When that happens, when there are simply too many choices, most people simply give up and choose to do nothing. For us, the real key to successfully marketing a business online is – knowing what’s possible, doing that, and doing only that.

In other words, as an entrepreneur, you need to know what you’re capable of and limit yourself to those things alone. Granted, it’s tempting to try to be all things to all people but, that rarely works. It also leads to stress, exhaustion, and sleepless nights!

This brings to mind the classic quotation that is normally attributed to Abraham Lincoln about whether you can “please all of the people all of the time”. In fact, the Lincoln quote was quite different (and a bit more cynical):

“You can fool some of the people all of the time, and all of the people some of the time, but you cannot fool all of the people all of the time.” – Abraham Lincoln (emphasis added)

For cynical marketers (and far too many politicians), this is a truism that often has them crying themselves to sleep at night. For the rest of us, the more gentle interpretation of poet John Lydgate has more appeal:

“You can please some of the people all of the time, you can please all of the people some of the time, but you can’t please all of the people all of the time.” – John Lydgate (emphasis added)

Perhaps we can simplify that even further with this famous (or infamous) movie line:

“A man’s got to know his limitations.” – Clint Eastwood as Dirty Harry

Knowing Your Limitations Has Value

What’s the point of all this quoting and deep thinking? Simply this… That when you consider an online marketing strategy, you have to remember that you know what’s possible – and your prospects don’t.

This is especially true as we begin to emerge into a post-pandemic environment, where people’s values, needs, and priorities may have changed dramatically.

Consider for a moment these shifting attitudes from the business and personal worlds, in response to the health crisis we’ve experienced.

According to Fortune.com, the top concerns of business leaders will be:

48% say their top concerns over returning to business as usual are health and safety
38% cited financial management and cash flow
27% cited concerns about new laws and regulations
25% of business leaders say the biggest challenge to working remotely is productivity and motivation
24% who said connectivity with coworkers
19% home-office setup needs
48% of business leaders think technology spending at their company will increase because of the pandemic

On a more personal note, a survey done by the University of Southern California “offers a snapshot of how coronavirus has changed [personal] behavior in America, from stockpiling emergency supplies and food to hygiene,” as well as the economic fallout some expect (and fear).

12% of people said there was a relatively high (greater than 25%) chance they could lose their job
18% of people said there was a relatively high chance they could run out of money
59% said they would have difficulty working from home

As far as taking steps to protect themselves and their families, beyond frequent hand washing and wearing face masks, the survey found that:

61% of the sample reported engaging in various forms of social distancing
25% said they have avoided restaurants in general (18% said they have specifically avoided Chinese restaurants)
6% of respondents said they have canceled or postponed a medical appointment.
50% said they have prayed
22% said they have been stockpiling food and water

Whether your business is focused on professionals or consumers, these changing behaviors and priorities could have a direct effect on your target audience, which will affect you.

Where Can You Be Supportive?

For many, it’s a new world out there. For some, the changes are practical while, for others, they are driven by fear. Understanding which you are dealing with will go a long way to determining how you can offer the support your prospects may need. And, since they do not know what may be possible, it’s your responsibility to educate and illuminate the possibilities for them.

That is where online marketing is headed in the post-pandemic world, and where it has been most effective in the past, as well.

Are you having trouble putting together an online marketing strategy that is focused on real-world solutions for practical results? We can help. Get in touch with the YOMT Team today

Benefits Based Copy – You Like Features, Your Prospects Like Benefits, Who’s Right?

July 16, 2020 by Jama Leave a Comment

For as long as there have been sales people, there has been a debate about selling features versus benefits. Can you sell more products or services by focusing on features; that is, what it does? Or, is it better to focus on outcomes; that is, positive gains to your prospect’s life or business with benefits based copy?

Ultimately, your answer to this question depends on your target audience and which of the two approaches will build value best for them. If your audience is full of “techies” for example, copy that’s heavy on features will be more likely to lead to conversions.

Then again, if your target audience is “normal” people (is it OK to even say that?), then your copy should focus on benefits. Why? Because individual self-interest is the driving force for most people to make a purchase. In other words, they only buy from the product or service provider who answers their most important question… “What’s in it for me?”

Your Audience: Features Folks vs. Benefits Folks

For some, this may seem obvious but, think of your car. There are people out there who only care how big and powerful the engine is, how much torque the transmission has, and how good the tires are. For the rest of us, we just want to know that all those things together will give us a reliable form of transportation that will safely take us from here to there. Frankly, the how of it really doesn’t matter – only that it works and, by doing so, improves our lives.

It should come as no surprise that, if you’ve worked hard to build amazing features into a great product you want to share them with your target audience. That’s just human nature, right?

But it’s just as natural for your audience to care more about how those features will help them. “Will they save me time, money, and/or effort?” they ask. Put another way, the fact that you know these features will make your ideal client’s life better does not mean that they do.

Feature + Benefit, Benefit, Benefit = Value

For the most successful sales people, and marketers too, we know that value is created when we are able to provide three benefits for every feature.

As a simplified example of how well this can work, let’s look at our own recent product introduction, the YOMT Product launch Checklist. Now, this thing took tons of work hours to put together and is based on decades of experience – so we know it has value. But, what’s the benefit to you?

As we explained in the introductory post: We’ve put together a Product Launch Template that empowers you to launch your products and services – both large and small – on your terms, meeting your needs, and according to your timelines.

With this template, your launch will be:

On time
On schedule
On budget

If you’ve ever struggled with the launch process, you know those three benefits are critical to your success. But, that’s not all our template will do for you because, it will also save you:

Time
Money
Energy and Effort

These two simple lists of benefits are now available for us to use, interchangeably, for every feature we’ve included. Of course, the benefits you have to offer will be different but, if you can share three benefits for every feature of your product or service, your sales copy will be far more effective.

So, if you’re ready to get started using benefits based copy at your website, but are unsure how to get started: Get in touch with the YOMT Team today

Is Your Sales Copy Too “Salesy”? (Knock That Off!)

July 2, 2020 by Jama Leave a Comment

How long is the list of things you don’t like to see online? Condescending blog posts are the worst, right? Well, except for fake news, rumors shared as fact, degrading images, inappropriate commentary, and a whole host of other stuff. But, sales copy that is too “salesy” may be one of the worst.

Pushy prose about a product is problematic and should be avoided at all costs! (How do you like that alliteration, huh?)

Overly aggressive sales copy, making impossible claims and implying you’re not very bright if you don’t buy, is a massive turn off. In fact, it makes such a bad impression one wonders why some marketers continue to use it. Perhaps they’re just hoping to land one of those suckers born every minute? (Thanks a lot, Mr. Barnum – NOT!)

If you’re really struggling to create copy that generates conversions, think about the last time you bought something online. And remember, there are two very important things to remember about sales:

Benefits Matter – Your prospect won’t buy until you answer the question, “What’s in for me”?
Offer Value – A sale is made only when the value exceeds the price.

Didn’t that last purchase offer you these and isn’t that why you felt comfortable investing it whatever it was?

Conversational Copy is the Key to More Sales

Anyway, it turns out, the best way to create effective sales copy is to start a conversation. People want to be engaged by your copy, enhanced by the knowledge that you understand what they need and can supply it.

This is not to say that writing a catchy headline has become a thing of the past in online marketing. On the contrary, finding a way to create interest is mandatory for beginning the conversation! (Just stay away from the “limited time”, “don’t miss your chance”, “one time only” type of hype.)

To get started, imagine how things might go if you and I were to sit down and have a face-to-face conversation about the services you offer. Or, imagine that same chat with a friend or family member. You wouldn’t come at either of us with a line like, “Get it now before it’s all gone” would you? (Before what’s all gone – YOU?)

No, the way to offer value on the benefits you have to offer is to know your audience and recognize their pain points. Then you must present them with practical, real-world solutions that work.

By doing that, you will be able to engage your audience more fully. You will then connect with them emotionally, enabling you to lead them to a place where they feel they can trust you, and are ready to buy your product or service.

While it’s really not rocket science, it is about understanding human nature. It’s about appealing to each individual’s self-interest, without labeling them as selfish. It’s about being helpful in a way that they can appreciate for its own inherent value.

We’ll have more to say on how to create sales copy in future posts but, for now, if you need copywriting help: Get in touch with the YOMT Team today

Doing Business With a Purpose In a Post-Pandemic World

June 18, 2020 by Jama Leave a Comment

While many of you are continuing to cope with the day-to-day needs of your business in the face of ongoing lockdowns, social distancing requirements, and more, the future looms. How you respond to the post-pandemic environment will determine the success of your business. Undoubtedly, there will be changes for many of us and “business as usual” may be impossible for you. With that in mind, being able to prosper in the aftermath of such a worldwide health crisis requires that you understand and express that you are doing business with a purpose.

Not to get too deep here but, it makes sense that many people are going to be re-thinking their priorities pretty soon, if they haven’t begun already. From the things they value to the people in their lives – as well as the companies they’re willing to do business with – a lot of folks could be making a lot of changes in their lives.

This type of response to our recent crisis may lead to a very different business landscape in both the immediate and long-term future for all of us. A superficial reason like “making money” as the purpose of your business just won’t cut it any longer (if it ever did!).

Where Does Your Business Go From Here?

While turning a profit is a necessity to keep your business up and running, it has little to do with purpose. Rather, “Your business purpose is the reason you have formed your company boiled down to a single sentence (or two). It can be industry specific or general enough to include ancillary and future business activities. To understand business purpose, it is important to distinguish it from your company’s vision or mission.” (Score.org)

More simply, your purpose is the very reason your business exists. It helps to justify the long hours and sleepless nights you’ve endured to get it started and keep it going. Making money just won’t work for most of us. Frankly, a real entrepreneur needs more, a higher purpose if you will, than simply “cashing in”.

Narrowing your business’ purpose to an industry specific goal is fine, of course. But, for most of us who work for ourselves, something broad but real offers greater inspiration. As renowned business consultant Alan Weiss explains:

“The purpose of a business is to offer value to customers, who pay for the value with cash or equivalents. Minimally, the money received should fund the costs of operating the business as well as provide for the life needs of the proprietor.”

“OK,” you say. “But that’s a bit vague and a little too philosophical for me. How does it apply to my business every day?”

But, is it really? Offering value to your clients is not vague at all. In fact, it’s the foundation of the principles of online marketing; to offer greater value than your competition does (or can).

Defining Value for Your Business Purpose

Of course, when it comes to defining value, we’re looking at a whole new kettle of fish. (Which is appropriate considering how deep we’ve dived in this post!)

At its most fundamental, a client believes they’ve received a good deal when the value of your products or services are worth more than they paid. If you can deliver that to them consistently, you won’t have to cope with tough times again because there won’t be many of those for you – an acknowledged value giver!

And remember this: When you offer real value, all that annoying “business stuff” (all those “costs of doing business”) seem to take care of themselves, without much conscious thought or effort – or loss of sleep.

If you’re having trouble figuring out what doing business with a purpose means for you, and what that purpose may be, we can help. Get in touch with the YOMT Team today

What Does Success Look Like… To You?

June 4, 2020 by Jama Leave a Comment

Pretty much everyone wants to be successful, right? Few people say that, as a child, they wanted to grow up to be a failure but, success has no universal meaning. That is why the most popular question among consultants, mentors, and coaches is usually: What does success look like?

You probably noticed the part that’s missing there: To you.

For us, that’s the most important part of the question because each of us has our definition of success. “A state of prosperity or fame”, which is found in a dictionary, seems far too narrow and narcissistic. “An event that accomplishes its intended purpose” too shallow. “An attainment that is successful” too circular (success is about being successful).

Plus, in the face of our current worldwide health crisis and the changes that will likely follow even after the lockdowns have been relaxed, each of us will surely answer that question differently than we would have at the beginning of the year.

So, perhaps we should ask instead: What does success look like – to you – after the pandemic?

A Post-pandemic Business Vision

While it may be true that life has not changed much for those of us who work in the virtual world, others are living in fear. Moving forward, there may also be some serious residual anger from folks who lost income or loved ones. Even relationships are being stretched to their limit in some cases, with differing views on causes and potential solutions generating conflict.

With these things in mind, preparing your business for a post-pandemic environment should be high on your list of To-Do Items now. In other words, whatever you’re doing now to keep your business viable, be conscious of the fact that your short-term choices may have long-term consequences. So, be prepared.

Without sounding too apocalyptic, there could be some significant changes in how you’re allowed to do business by the authorities. Granted, for first world economies like the US, Canada, and Europe, a dystopian future is unlikely. Yet, you should probably take into account the levels of shock and the challenges that others have had to face.

Whatever your niche, your vision for the future of your business should include the evolving needs of potential clients, such as:

Safety – Set conditions that ensure a safe re-opening of your business.
Authenticity – Be sincere in all you do and respect other’s need to express their fears and frustrations
Stability – Be the rock they can rely on, the stable foundation from which to move forward.
Reliability – Bring back as many familiar faces as possible and commit to being there for your clients.
Meaning – A significant trauma requires a significant response. Be true to your vision of the future and share it freely.

It should also be mentioned that, if you work with a team, they too will seek these qualities (and more) from their leader.

It’s becoming a bit of a cliché in the world of sports but it is no less true that, for a leader, the greatest ability is availability. Be visible. Be relatable. Be human.

Are you struggling to decide what post-pandemic success looks like for your business? Maybe we can help. Get in touch with the YOMT Team today

The Covid Pandemic Crisis Will End – Keep Your Business Alive Until Then

May 21, 2020 by Jama Leave a Comment

To say the covid pandemic crisis is causing economic pandemonium might be the greatest understatement of the past two decades. Yet, if there is one thing history teaches us about such outbreaks, it is that human beings are stunningly resilient and – we will recover.

Still, it’s important to stay current on what is going on with business as chaos and confusion spread. According to SEO and marketing expert Neil Patel, multiple industries have been slammed due to the economic upheaval that has resulted from the lock downs and stay-at-home orders that have been put in place.

Responding to Economic Upheaval

It goes without saying – almost – that limiting physical interaction among the population has had far reaching and, in some cases, devastating effects on businesses. While it’s too soon to know for sure what the long-term effects will be, current estimates are that Coronavirus Could Cost the Global Economy $2.7 Trillion in lost economic output.

To be clear, this is not a lack of estimated growth in the world economy but an actual loss of business. Because recovering losses takes longer than replacing growth, that means coming back will be more challenging and time consuming than it might otherwise.

Your response then, will require a well-considered, strategic approach to reinvigorating your business.

Lessons Are Being Learned

What have we learned so far?

Fear is not an effective sales tool – Exploitation of the fear that has become pervasive is not a good approach for marketing your business. For example, buying and reselling consumer goods that are in short supply, or promoting conspiracy theories and offering “expert tips” and “coaching” to stay safe from them, is exploitation at its worst.

On the other hand, helping people cope with the fear and uncertainty they are feeling will not only endear them to you – it will also help your community recover more quickly.

Organic visits slowing down – While internet traffic is soaring and bandwidth in many areas is suffering because of it, website traffic is on a downward slide for most industries. And, of course, if organic traffic is down then conversions will be too.

A few moments thought will help you realize that this should have been expected. Right now, people are going online for purposes other than shopping for essentials; like finding information to help them survive, and connecting virtually with family and friends.

Be responsive but be smart – To a very large extent, business owners are going to be at the mercy of state and national governments for some time to come (Wall Street Journal). Ongoing lock downs and demands for social distancing may evolve into long-term testing and tracing programs which will limit individuals’ ability to work, unless “cleared” to do so by government officials.

While limiting your own social interactions may keep you safe from infection, it makes no sense to sacrifice your business and financial future to this situation. People are still doing business, both virtually and face-to-face where possible. Figure out what is possible for you and do whatever it takes to keep your business alive.

In short, a rational response is your best bet.

Stay Smart and Stay Safe

Staying reasonable and clear headed in the face of such a crazy situation is not easy. Ultimately though, your own reasoned judgement, based on the best information you can find, is your best tool for coming through the covid pandemic crisis with your business intact.

As always, the YOMT Team are here to support you in any way we can, whether you are struggling with social isolation and social distancing or putting together a marketing strategy to implement following the pandemic. Whatever you need, feel free to… Get in touch with the YOMT Team today

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Online Marketing is About Knowing What’s Possible, And Doing It

Benefits Based Copy – You Like Features, Your Prospects Like Benefits, Who’s Right?

Is Your Sales Copy Too “Salesy”? (Knock That Off!)

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