You know how you do things and then afterwards think “That is so obvious, why haven’t I done that before?”
I’ve had such a moment with a recent newsletter (offline) that we sent to a niche. One of the newsletter articles was a strong recommendation to readers to put a decent statistics program on their web site.
Here’s the article in full:
======================
# 1 Recommendation For Web Site Owners
Our number 1 recommendation for managing a web site is simply this:
Use a quality statistics package
A good quality statistics program for your web site needn’t cost a fortune. The statistics program we use on our own web sites, and many client web sites, can be purchased and installed for just $80 + GST.
This is a statistics program that tells you:
* How many visitors you have each day
* What links they clicked on to find you
* What search engine they used to find you
* What search term they used to find you
* What pages they looked at
* How long they stayed for
…..and much more.
That’s vital information. Information that can save you hundreds, if not thousands of dollars a year.
We’ve had a number of clients experience just that. A web site the client has advertised with for a year previously contacts our client.
“Would you like to renew your link on our web site for $400 a year?”
After a quick look at the statistics we can see that over the previous 12 months that web site had provided just 4 visitors.
Make Your Web Site Accountable
A good statistics program on your web site makes the site, and your web manager, accountable.
Let’s say you spend $2,000 on search engine optimization — that is, you’re trying to get higher search engine rankings.
Armed with your statistics program you can tell if the
expenditure has resulted in higher rankings, increased visitors and/or increased sales.
It’s the perfect way to measure the effectiveness of your advertising expenditure — helping you to cut costs where necessary or allocate resources where it helps the most.
Don’t be left in the dark. Know exactly what’s going on. Install a quality statistics package today.
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That’s not so great, but it has worked fantastically well.
10% purchase rate so far!
Only $80 each, but the best thing is that every one of those 3 have said to me “We’ll need you to look at fixing up our web site too.”
Selling statistics packages looks to be an absolutely fantastic way to generate high quality leads for web site design/redevelopment.
(BTW, I have started to move across posts from the www.tailored.com.au site.)
Regards
Brendon
Cashflow is critical for any business. We try a few different techniques to increase the speed with which we get paid (it’s usually 50% deposit and the balance on completion).
Send the invoice with a Reply Paid envelope – surprisingly, this simple technique decreases the average time we wait to be paid.
We’ve also just added our bank and account details to the bottom of every invoice. This means that every client can pay us via Internet banking very quickly and easily. Early indications are that this will reduce the time we wait for payment by 2 days. And that can be important for many businesses.
Just a quick tip on sending invoices. Also send a flyer or letter or some sort of offer at the same time. It’s basically free and can be a terrific sales tool.
Take care.
Regards
Brendon
(from August 2003 blog on www.tailored.com.au)
It’s been my experience that public speaking generates new customers better than just about anything.
There’s a range of reasons for that, but mostly it’s down to 2 factors:
1. You are getting yourself known to your target market
2. You are perceived as an expert when you speak publicly on a topic (unless you’re the worst speaker ever)
Immediate Credibility
If your speech is good you’ll immediately establish credibility with your target market.
The personal nature of a speech also puts you in immediate contact with your market – to meet you they don’t have to make a call, write a letter or send an email. The person simply has to come up to you at the end and say hello.
And it’s that face-to-face meeting that’s important. Now you’re just not another web designer/developer but a real live person who they (hopefully) like and trust.
Speech Tonight
I’m giving a speech tonight to a business group.
The speech came about because I approached them and asked them if they’d like me to speak on Internet business.
My speech is specifically structured to be informative and entertaining.
Importantly the speech is structured very, very carefully to position me as an expert with loads of credibility. Every single part of the speech has been developed to perform a particular function.
1. Funny and self-deprecating
2. Demonstrate web expertise via a Case Study
3. Demonstrate industry credibility
4. Demonstrate experience
5. Demonstrate out-of-box thinking that create a success
6. Draw attention to the usual problems
7. Lead towards the solution
8. Offer proof of the solutions
9. Lead them towards how they can get the same result
10. Show how they can get the desired result
Information Available
At the end of the speech I’ll have handouts for the audience, a list of resources they can request, information about us and what we do and a link to a feedback survey they can take.
From all of that I’d guess we’ll generate 2-4 strong leads and will pick up 2-3 sales (web site jobs).
We’ll then use the testimonial I’ll be provided to generate additional speaking jobs within the same industry (and beyond).
Public speaking works at generating new clients better than just about any technique I’ve ever used. Is it something you can do too?
Regards
Brendon
I won a decent sized contract last week for a project. It was the usual sort of deal where we make a pitch to a prospect and win the job.
The extraordinary thing that I found out later, was that we won the job because of 2 basic things:
1. I approached the prospect and said we wanted to work with him on the project he was dealing with.
2. We made our pitch and then said “Can you please pick us for this project? We want to do it.”
Apparently, we were the only company to actually ask for the business.
Business isn’t that hard. Find out who might want or need to buy what you sell. Ask them to buy. Easy!
Regards
Brendon
(post from June 17 2003 on www.tailored.com.au site)
I’ve spent a lot of time in the office lately. Writing my book, then catching up on some things, then waiting for a few deals to fall into place.
As I often say, sitting behind the desk working on the computer is about the worst thing I can do for my business. I’m the guy who makes the sales – as you probably are.
I need to be out and about, meeting people, pressing the flesh – when I move from deal to deal things happen.
When I sit in my office, with my feet on the desk and type away – that’s when my business slows right down. Move and your business will grow. Let’s rip off the Nike slogan and say together………..’Just do it!”
Regards
Brendon (from the www.tailored.com.au site originally posted July 2003)
Hello. Thanks for taking the time to stop by.
I’ve started this blog after writing regularly on web design/development business marketing for a few years now. I’ve written mostly on my business web site at Tailored Consulting but felt it was time for a change – the Tailored site was losing its focus and people coming to visit weren’t sure whether they were going to get information about my web development business or tips on how they could run their own.
So this site has been set up to be devoted solely to web designer/developers looking for some practical, hands-on and real marketing advice.
My Background:
I guess my business background really started when I was about 18. A friend and I had holidays at the same time and decided to start a gardening business. I can still remember our newspaper ad said we were ‘Experienced, reliable and hard-working’.
From there I graduated to owning a courier business (excellent business to own when you’re only 21 – makes you measure absolutely everything). I then had a marketing business for a while.
I sold that and went back to Nursing – the profession I graduated from in 1988. In Nursing I’ve pretty much seen it all. I’ve worked in Emergency Rooms, Palliative Care Units, ICU’s, on Ambulances, in lock-up Psychiatric Wards, I’ve spent long nights helping people through the worst trauma imaginable, I’ve managed Resuscitation teams……….. I’ve seen and done lots I’d never wish upon anyone else.
I ended up managing the hospital where I worked After Hours. From there I started doing a few marketing things and found, to my surprise, that I was okay at it (I’d done a little education for it being part way through my Associate Diploma of Business Marketing at the time).
Shortly after that I was offered the job as Marketing Manager at one of Australia’s largest Private Hospitals. Only catch was the hospital was 2,500 kms away from where I lived. So up I came to Queensland, Australia.
After finishing off the contract – it was for 12 months that ended up going for 15 months – I moved on to start my own marketing business (Tailored Consulting). The hospital changed hands (not because I left!) at the same time.
The marketing business went very well for us from the very start. The aspect of the business that grew the most was our web design section. More and more clients wanted web sites and we happily helped them achieve that.
The last 7 years has been devoted to the web development business. During that time we’ve developed hundreds and hundreds of sites for hundreds and hundreds of different clients – from huge Government Departments to 1-man businesses.
3 years ago we took the plunge and did what only a few web developers do – we developed an e-commerce site for ourselves. That was somewhat of a success and we added that experience and expertise to our repertoire (we now run 3 e-commerce sites).
* 1 1/2 years ago I wrote a book called ‘The Web Design Business Kit’ that has done okay. Sales are well over the $1 million mark now and, from the feedback I’ve received, the kit has helped many web designers/developers manage their businesses a little better. And for that I’m thrilled.
* I also write the letter for one of the web industry’s highest circulation newsletters. The ‘SitePoint Tribune’ goes out to 130,000+ subscribers.
* I have a radio gig where I speak on all things Internet on ABC Coast FM.
I guess because of my marketing background we’ve always done okay at generating new business. It’s our biggest strength and something that comes pretty easily.
And I’ve always enjoyed writing and helping others so I guess that’s how the book, the newsletter and this blog have come about.
The Personal Stuff:
I’m 38 years old living on the Gold Coast, Australia with my wife (Mel) and three children (Laura 14 yo next week, Jack is 12 and Harry is 10).
When I’m not working I’m trying to keep fit, trying to play golf or trying to keep up with the boys on a bushwalk.
Contact:
Like I said before, I’m here to help you market your web design/development business if you’d like a touch of advice.
Please don’t hesitate to contact me at brendon@brendonsinclair.com.
Over the next few weeks I’ll be moving over all the web development business marketing blogs, articles, free reports, etc. We’ll do it fairly slowly – just 10 at a time, which will give you a bit of time to read our old, archived entries without having to search way back. Hope you find something of interest.
Regards
Brendon
We are having new letterhead, promotional cards and newsletter templates printed next week. We signed off on most of the artwork today.
Maintaining a consistent, quality image to your customers is very important. Every transaction has a perceived risk and every aspect of your business must work to reduce the perceived risk of doing business with you.
The various documents being printed all had variations of our address on them before sign off:
1136 Gold Coast Hwy
PALM BEACH QUEENSLAND 4221
1136 Gold Coast Highway
Palm Beach Queensland 4221
1136 Gold Coast Highway,
Palm Beach, QLD, 4221
We need to maintain an absolute consistency in everything we do – this aids our branding (people will remember us far more easily), it also shows that we take care of the little details and it presents us as a quality firm (obviously not to a huge degree, but every little bit helps).
Having said that, no one actually ever says “Hey, I noticed that you use a consistent style across your range of documentation.” And there are exceptions, of course – like when you need to abbreviate due to space restrictions.
People will notice sloppy work
But people will notice if your communication material is sloppy, badly written and mistake ridden. Get it consistent and keep that style. It will impact on your branding, your marketing and your success.
So, make it Qld, Queensland, QLD – it doesn’t really matter which one. But choose one and use it everytime (unless of course you don’t live in a place called Queensland. That would just be silly!)
Regards
Brendon
(from www.tailored.com.au post July 2003)
I played golf with a client today. He thrashed me (and if you’re reading this David, I only let you win because you are the client!………………I wish!). He managed to fall in for the narrowest of wins………………..12 shots.
In just about any sort of business, spending time (such as playing golf) with your client in a relaxed and social atmosphere is always a good thing. And it’s a good thing because business is about relationships.
If you build a close relationship with your client you will be more successful. Not maybe. Not sometimes. Always. You will be more successful.
Play golf for one reason only
I play golf with my client David for one main reason. It’s fun. He’s also a great guy to play golf with, he’s funny and we have a lot of fun.
David has also given me a lot of business over the years, and has referred plenty of new clients.
The cynical amongst us will look at me playing golf with David as a purely business-driven pursuit. But it’s not. It just happens that it turns out that the more golf I play with clients the more work we get. The more I develop the relationship with clients’, the more successful we become.
It’s getting to know your client well – that’s the key
And that’s the key. If you get to know your client well, then they have a real sense of who you are and where you’re coming from. They will be far more likely to deal with you. People like dealing with people they know and like. It’s that simple.
Let’s say my mate David needs some media work done (we’ve never done media work for him before). He knows we do media work (I’ve mentioned it during our long chats on the golf course). Do you think he would ask me to do his media? Of course he would.
What about if I said to him, “David, bad luck on missing that 3 foot putt! I have some ideas for some PR strategies for your business over the next 3 months that I think could be sensational. Do you have some time on Tuesday to get together?”
He’ll say “Yes”
What will he say then? He’ll say “Yes”, of course. And he’ll say yes because he knows I’m a no BS sort of guy who knows what I’m doing. And he knows that because we have developed a relationship and he knows me better than a person making a cold-call to him in his office during the week.
Business is about relationships. Take some time to develop decent relationships with your key business people. It’s good for business and it’s a good way to get to know some good people.
Regards
Brendon
(from www.tailored.com.au post July 2003)
Now this is the beauty of the blog. Instant info!
I’m sitting here reading a marketing magazine (the creative genius behind it called it….’Marketing’. I actually love the name. Perfectly descriptive and you know exactly what it is about). Anyway…..
…..in the back of the magazine they have the usual classified ads. One such ad reads something like:
Top 5 reasons why this ad is effective
* It shows who we are
* It tells you what we do
* The ad contains a cute image
* It tells you how to contact us
* It ends with our logo
Whoever designed and paid for that ad needs a good talking to!
Your ad needs to do this:
Grab ATTENTION!!
Make an offer
Tell the person what to do next
(Attention, Interest, Desire, Action)
Do that and you’ll make sales. Ponce around with trendy, pretty sounding ads and you’ll waste your money.
It’s been another busy week this past week and I’ve done what I try with all my might to avoid.
I’ve worked almost exclusively in the business. I’ve been working away on various projects in an effort to make sure everything goes smoothly and we don’t get behind.
As soon as I do this, the business starts to slow down.
My main role is getting the business. Plain and simple. As soon as I work in the business (rather than on it) the whole business slows.
To get out of the trap we had a quick meeting today where I delegated (gotta love that word!) to Joanne, our manager. I then took the role of leading the development of our marketing strategy for the next month or two.
Here’s what we’ll be doing
* Printed newsletter
* Newspaper advertisments (display in a major national newspaper and local classifieds)
* PR campaign
* Change our “on-hold” phone message
* Sponsorship of high profile charity
* Public Speaking
* Promotional material (“Tailored” caps)
* Survey by us – results distributed to local/national media
* Write and distribute articles
* Get this web site re-designed (being done right now!)
* Networking
That’s the gist of it and, like any marketing, should work. If you complete a marketing activity, then the odds are that you will attract new customers. The key is to DO SOMETHING!!!
What if the prospect doesn’t like your ad or direct mail?
We run an ongoing direct mail campaign to various targeted businesses. These letters are always very targeted – for example we review a web site and send through to the web owner a critique of the site, along with a pitch for a meeting. At the meeting we try and demonstrate the benefit of dealing with us.
One of the people who received a letter like this rang me to complain about the letter – “How effective is your web site? We’ve had a look at your site and, based on our experience, think it isn’t providing a big benefit.”
Those 2 sentences are quite aggressive, but I don’t know if they are worth a complaint!
The point here is that marketing is a numbers game. If you send 100 letters out in a Direct Mail campaign, you may well receive some complaints. Take those complaints on board and learn from them, but don’t lose sight of your campaign objectives.
Will we stop using the letter we sent that attracted the complaint? Nope, we’ve used that letter before with great success – so our numbers tell me that the copy works just fine.
Marketing is a numbers game. Send 100 letters. Get 4 sales. Sell $1,000 worth of your product. Make a profit. Now move onto the next thing. Good luck!
Regards
Brendon
(from a post on www.tailored.com.au posted July 2003)