“Let me get this straight,” I said, “You changed only the
home page of your web site and sales stopped instantly.”

“Pretty much like flipping a switch,” Chip said. “Here’s the
control (the original home page) and here’s the one I changed it to.”

I pulled both printouts across the desk and asked, “Did the
target change?”

“No, no way,” he replied. “The target is still the same
small business owner looking for a way to bring some business his way.”

“You’re sure they are guys?”

Chip nodded and stated, “For the most part. It’s probably
and 80/20 thing.”

“So the only thing you changed was this part at the bottom
where you added these icons and service descriptions,” I asked.

“Right.”

“Then what we’ve got heah is (a) failure to communicate” I
said, imitating the warden in the movie Cool Hand Luke. “Go back and look at
the target.

Empathize with them. Get inside their heads.

Figure out:

            What they
Think

            What they
Feel

            What they
Believe

About you, your product or service.

Consider:

            Their
primary concern about the problem it solves

            How they
want to buy it

  The need, use or occasion that
drives the purchase

            How they
want to use it

The cliff your web site sales went off of is one of those…
or a couple. The better you can assume their mindset, the easier it will be for
you to get back on track.

Use the things that changed as clues. You added information
with icons and brief descriptions thinking they would be helpful. They stayed
away in droves. Could that be because what you thought was helpful added to
confusion? Could it be that they think they have to wade through all that to
get to how you’re going to be of help? Is it possible that your intent had the
opposite effect?”

Chip and I worked through a replacement based on greater
empathy. The Click Through Rate (CTR) is up 300% and Closings are up 500% in
the first few days.

Jerry Fletcher is one of a few experts in Trust-based
Marketing on and off-line.Learn more about his consulting services www.JerryFletcher.com

His linked in description says: Networking Ninja, Marketing
Rainmaker, Contact Relationship Magician and Professional Speaker.

Jerry speaks
on what he delivers and succeeds at communication. www.NetworkingNinja.com

Charlie asked, “Would you talk to me about my company’s new
product process?”

“Sure,” I replied, “Is there some reason you’re asking?
We’ve known each other quite awhile and you’ve never been concerned before.
What is going on?”

“Fletch,” he answered, “I’m seeing a fall off in sales and
I’m not sure why but I figure I have to start product development now and I’m
not going to be able to afford any mistakes.”

“So this is not a casual inquiry, I said. “You’re telling me
this is not a seasonal thing or reaction to a competitive entry in the market.
It is a long term trend shift.”

Charlie smiled sheepishly and volunteered, “I figured if I
bought you lunch you might let me pick you brain a little.”

“Okay, lunch is on you. Do you know your new product inflection point?”

I could tell from his puzzled expression that he didn’t have
clue so I drew the diagram on a napkin.

I explained, “New product tracking starts well before you
begin recording sales. Generally, there is time and money spent in product
development plus the cost of preparing to go to market which can include actual
manufacturing and shipping and setting up distribution channels no to mention
promotional marketing expenses.”

Pointing at the rough drawing he asked, “But why does the
sales curve turn down?”

“Look, I told him, “when you start to sell a product or
service the curve is not a straight line. Sales don’t increase forever. At some
point they are going to decline. That’s why if is important to track them month
to month. Similar products and services in similar markets will have similar
curves.

Before your sales or your market share flattens you should
be looking to replace or add a product or service. If you really get
sophisticated your analyses will include seasonal, year to year data and will
be targeted on predicting the deflection point—the point where you introduce
the new product to take over the heavy lifting while the old product continues
to bring in revenue.”

He brightened when I went on, “There are some products that
seem to go on forever.”

Then he frowned as I continued, “But sooner or later
the volume will drop off. Having another product in the pipeline that will give
your sales an ascending curve replaces the lost revenue from the first. You need
to plan for it.

Tracking your sales, knowing the seasonality of your product or
service, looking at the trends and analyzing conversion ratios accurately will
help you find your inflection point.

Jerry Fletcher www.JerryFletcher.com
stopped counting successful product intros a 207. He believes knowing when to
introduce is just as important.

Your group can have a conversation with a Networking Ninja. Jerry Speaks internationally on Networking, Email Marketing
and Trust-based Marketing on and off-line www.NetworkingNInja.com

“There’s a market for your consulting services, isn’t that
right?” I asked.

“Yup,” said Sam.

“So if you’re looking for more revenue, why aren’t you taking
part of your process and turning it into product? “ I asked.

“Won’t work,” said Sam as he leaned over my desk in the
client chair.

“Why”

“What I do is not something you can’t manufacture,” he said.
“If my creative talents are not directly involved it just doesn’t work.”

“So what you’re saying is that what you do is completely
original every time. Every time out of the chute it is different. There is no
process you use to get at what needs to be done. There are no best practices
you can share that will accomplish the objectives. Is that right?”

Sam frowned and spat out, “You can’t set up a production
line to do this stuff. It takes creativity and a thorough understanding of the
ever changing situation to do what I do.”

“Really?” I responded. What I do is similar as you well know.
Have you noticed the homework I’ve asked you to do as we build your business? I’ve
identified a process that helps keep an engagement on track. I’ve put specific approaches
in place to elicit the data required to get results.

Every engagement I have has different creative results. No two
client companies wind up with the same name for the company, product or service.
The positioning is different. The logotypes are all over the lot. The
promotional web sites, e-mail campaigns, even pricing vary.

Did the way we figured out how to define your corporate
mission and your position work for you?”

Sam shrugged and replied, “Yes, but it was hard at first.”

“You now have people in the industry association referring
to you in the terms we worked out. You’ve told me that never happened to you before.

Would you say the product I call Lightning in a BottleTM changed your life?”

“Yes,” Sam admitted, “But I’m still not sure I should try to
make a product out of what I do.”

“All I’m suggesting is that you are as accomplished as you
are because what you do is repeatable. You wouldn’t have the success you do without
taking some steps consistently. Ten years ago I was just like you. I couldn’t
see the forest for the trees.

BUT I looked at how I get things done for clients wrote a
couple how-to books, spoke at industry and association conferences, did
corporate workshops and seminars and now I’ve put together Marketing Without MoneyTM—
an 8 component product that shows the little guy how to build business on a
minimal marketing budget.

The world wants experts. Finding ways to help more people do
what you do on their own is the way you show that expertise.

I’ve found that revealing the processes doesn’t diminish my
consulting business but rather enhances it.  

Every time I speak on 30 Second MarketingTM or The Trust GoldmineTM, CEOs, Founders
and Presidents of companies come out of the audience and ask me to do a
workshop for their company or a group of which they are a member.

Find the process you use. Share it. Test it. Make sure it
works without you and then package it.

Jerry Fletcher is the author/developer of Marketing Without
Money TM Learn more about his consulting chops at www.JerryFletcher.com

Schedule Jerry to speak for our business or group www.JerryFletcher.com

“Sounds like a great idea but you’ve got to have sales for
it to keep your business going,” Rick said.

Rob, our branding guru, for once, agreed.

I did too, saying, “Right. What if you can’t sell it?”

Lawrence,
the entrepreneur we had asked to join us for lunch looked woebegone, squirmed
in his seat and said, “I thought you guys liked my idea!”

Rick, the direct marketing guy responded, “Lawrence, it’s not that we don’t like your
idea it’s just that we’re worried about you staying in business. Each of us
comes at it from a slightly different angle but believe me, we have your best
interests in mind.”

Rob said, “You don’t have a brand for it. The awareness for
the product is somewhere between slim and none. And when there is no awareness
here can’t be preference and hence no sales and, well, you’re out of business.”

“You’re right Rob,” I said. ”But it is possible to make
sales without having all that rigamarole. The truth is that small companies and
solopreneurs do It all the time. It’s called Selling: one-to-one.“

Rick piled on, “And that is the only way to find out whether
this product is viable or not. You have to talk to people who will buy and use
it. In today’s world, the more you know about actual users needs, wants and
desires the easier it is going to find and sell to enough of them to make the
product profitable.”

“Whoa big fella!” I said. 
I agree with finding out if you have product that has a market and
understanding that market but that doesn’t mean it automatically should be sold
direct either on or off-line. How you get your product from your mind through
production and physically into the customers’ hands can have huge impact on how
you sell it—and how it sells.”

Lawrence
put both hands up and said. “Okay, what if I can’t sell it?”

Rob took the lead. He quipped, “That’s the point. We’re all
saying the same thing. You won’t know if you have a product until you talk to
people that will buy and use it. Do not talk to colleagues and friends about
it. Talk to real potential customers and ask how they would expect to buy it.

“Amen,” I said. “Even if your business has been around a
while always go back to talking to real prospects. That way you’ll know if you have a winner before
you go all in on any new product.”

Lawrence
agreed and picked up the check.

Have you checked in with customers on your new product or
service idea? Make sure you have a winner before you go all in.

Jerry has been instrumental in the successful introduction
of over 200 new products and services. Learn more at www.JerryFletcher.com

Like Jerry to speak to your company or group? www.NetworkngNInja.com

Gail our resident copywriter was telling us about a writing
assignment that for most would be from Hell.

She said, “In all I expanded the copy four
times. The client said the short brochure had worked
pretty well but could I expand it. I did. It worked better so they asked me to
expand it again. And that one did better still.” 

I asked, “What do you think made the longest copy the best performer?”

Charlie, our web jockey jumped in, “It’s simple. You never
really know which way of saying something is going to connect with the target.
So the more ways you give them the better off you’re gong to be. At least that
is what happens on line. Every test I’ve ever run shows that long copy beats
short copy—if it is good long copy. Drivel doesn’t cut it. It has to be stuff
that people will scroll on until they click through and buy.”

Gail nodded and said, “Right Charlie, except for Twitter.
And it doesn’t seem to matter whether you’re talking on line or off line.
Sometimes repeating yourself is the best thing you can do.”

I asked, “The same exact words?”

“Yes and no,” she said. I start as a friend puts it by
sitting down at the computer and opening a vein. I just pour out everything I
think, feel and believe about the item and then I look through all that for key
words which I search and then make notes of especially the different viewpoints
I find. I look for research data and surveys and hard facts to incorporate. And
I listen to what the client tells me in the briefing about who they think the
customer is and the benefits they deliver. I often find that they aren’t really
sure who that ideal client is so I take it with a grain of salt and let the
research lead me.”

“But how do you expand the copy?” I asked.

“I have a few tricks that help you make your content soar: 

Turn some facts into charts or
graphs and explain them in copy and captions

Find photos that support your
argument and place them judiciously in the copy

List companies or organizations
that have tried or used the product or service

Look at the benefits and turn them
into a list. Make ‘em bullets or number them.

Turn benefits or facts into
challenging questions or quizzes

Look at the impact of the product
or service on a timeline

Include a case history or success
story or two or three or more

Extend your description of just who
the product is for or the kind of company and/or problem. Tell ‘em the need use
or occasion it is for.

Include an executive summary or a
front end synopsis.

Note or list the key information presented in an
intriguing way related to the page it occurs on so if they want to skip around
they still get the message.

Remember that you are going to have
linear readers, scanners and that you have to appeal to both curiosity and the
need to simplify at the same time.

Whatever you do, don’t forget to
ask for the order. You can even do that in multiple ways.”

“Okay, Gail, I know you’re on a back to basics kick but why
are you doodling stars?” I asked.

“You understand how it is getting harder to get people to
open e-mail messages. Right?” she replied.

“Yes,” I agreed. “You have thoroughly convinced me that the
single most important part of an e-mail message is the subject line and it is
worthwhile to test it and to personalize it if you can. I get that, but what is
with the stars?”

She pulled her glasses down her nose, looked over them and
pointed to the star saying, “I’ve been doing a little research and I’ve found
all kinds of split run tests of e-mail messages and blogs and web sites and
landing pages…you name it and the better performing ones for the most part are
those that pay attention to the star. They answer the questions every reporter
is taught must be considered to really tell the story.”

And those questions are?

“You’re a great straight man,” she chortled and went on,
“Who, what, when, where and why and sometimes people add how. The thing is that
if you provide that kind of concrete information and do it from the addressees
point of view you will be more successful whether you are simply conveying a
message to a colleague or looking for click-throughs or sales.

Who can work a couple ways. It can make you identify the
person you are writing to—the persona that is being discussed so frequently in
marketing circles. It can also be a reminder to let people know something about
the speaker or seminar leader or a way to be sure you identify the person or
persons a story is about.

What pushes you to provide concrete details about the
occurrence or the expected activity. Notice I said concrete. The more real you
can make something in your target’s terms the more you will get through to him
or her.

When puts a clock and a calendar to it. I’ve seen
invitations where the date or time has been overlooked. Even more importantly
if you are relating an occurrence or an example the specificity of when it
occurred is one more material way to be more believable.

Where can be place oriented or allow you to go romping about
in a convenient mind. Again, the more tangible your description, the more
clearly defined and described the more powerful your communication will be.

Why is the question that gets at the reason your message is
persuasive. Is what you are offering valuable? Can it save me money? Does it
save time? Will using your advice make me a star? Why is about benefits and
expressing them in your target’s terms.

The star is How I remember to check each message I put
together.”

You’ll find more on this “deputy” at www.JerryFletcher.com

Speaking? Learn more at www.NetworkingNInja.com

Gail our resident copywriter was telling us about a writing
assignment that for most would be from Hell.

She said, “In all I expanded the copy four
times. The client said the short brochure had worked
pretty well but could I expand it. I did. It worked better so they asked me to
expand it again. And that one did better still.” 

I asked, “What do you think made the longest copy the best performer?”

Charlie, our web jockey jumped in, “It’s simple. You never
really know which way of saying something is going to connect with the target.
So the more ways you give them the better off you’re gong to be. At least that
is what happens on line. Every test I’ve ever run shows that long copy beats
short copy—if it is good long copy. Drivel doesn’t cut it. It has to be stuff
that people will scroll on until they click through and buy.”

Gail nodded and said, “Right Charlie, except for Twitter.
And it doesn’t seem to matter whether you’re talking on line or off line.
Sometimes repeating yourself is the best thing you can do.”

I asked, “The same exact words?”

“Yes and no,” she said. I start as a friend puts it by
sitting down at the computer and opening a vein. I just pour out everything I
think, feel and believe about the item and then I look through all that for key
words which I search and then make notes of especially the different viewpoints
I find. I look for research data and surveys and hard facts to incorporate. And
I listen to what the client tells me in the briefing about who they think the
customer is and the benefits they deliver. I often find that they aren’t really
sure who that ideal client is so I take it with a grain of salt and let the
research lead me.”

“But how do you expand the copy?” I asked.

“I have a few tricks that help you make your content soar: 

Turn some facts into charts or
graphs and explain them in copy and captions

Find photos that support your
argument and place them judiciously in the copy

List companies or organizations
that have tried or used the product or service

Look at the benefits and turn them
into a list. Make ‘em bullets or number them.

Turn benefits or facts into
challenging questions or quizzes

Look at the impact of the product
or service on a timeline

Include a case history or success
story or two or three or more

Extend your description of just who
the product is for or the kind of company and/or problem. Tell ‘em the need use
or occasion it is for.

Include an executive summary or a
front end synopsis.

Note or list the key information presented in an
intriguing way related to the page it occurs on so if they want to skip around
they still get the message.

Remember that you are going to have
linear readers, scanners and that you have to appeal to both curiosity and the
need to simplify at the same time.

Whatever you do, don’t forget to
ask for the order. You can even do that in multiple ways.”

The argument was just about at flashpoint when I arrived.

Suddenly I was cast as the referee of the bout, a role they
would not grant me if they were not wrapped in exasperation.

This always happens when I invite Rick, my Direct Marketing
Guru friend and Rob, who is known as The Branding Guy to join me for lunch.

Both of these guys are consummate pros. Their problem is
that they have totally opposite viewpoints about copy and how long it should
be. Theirs is a debate that has been going on since the two schools of thought
came to be.

Fortunately both of them know they are right.  And wrong.

Rob opened with, “This fool is doing it again. He claims
that long copy is always better when he knows that is just not the case especially
for anything on line.”

Rick spat, “I know nothing of the sort. Every time you put
good long copy up against short copy the sales are higher.”

“Enough,” I said. “You guys drive me nuts.” You know you are
both right. And Wrong. This argument goes back to the Stone Age I think. I am
so glad we live in times where we can test the arguments. This is not like
pulling a rabbit out of a hat. The magic here is in finding what works.

Would you agree that what each of you usually try too
accomplish different objectives?

No, No, No. All I want at the moment is a yes. Skip the arm
waving. I am not going to look at your lovely assistant. I’m not going for the
magic act from either of you.

The way I see it is this:

Short copy is good for differentiating, memorability, and
generates awareness over time because of repetition.

Long copy must include the elements of short copy to be good
but requires more information as it is a often a one-time event.

Online, both are required but because copy there is measured
in click throughs and actual purchases long copy usually wins. BUT good short
copy will beat bad long copy every time.

The average content length for a web page that ranks in the
top 10 results for any keyword on Google has at least 2000 words. And the higher
up you go on the search listings page, the more content each web page contains.

Want more back links from your blog? Use long copy. The same
pattern prevails.”

Learn how to extend your copy in an upcoming blog.

The answer is,  “Yes and in motion if you’ve got ‘em.”

Our consumption of visual material on line is staggering.

Here are some recent statistics from Hubspot:

As of October, 2012 Facebook users were uploading 300
million photos per day (in round numbers).

Instagram usage has gone up nearly 1200% in six months.

Pinterest posts (video and Photo) refer more traffic than Twitter,
Stumble Upon, LIndedIn and Google+ combined.

Why do I add “in motion?”

You Tube says that each minute more an 60 hours of new
videos are uploaded.

Each minute.

The folks  claiming that mobile is the new big thing are wrong.

The next big thing is video.

It doesn’t have to be professional.

It doesn’t have to be polished.

It can be funny or sincere, direct and even ditzy.

It can be short or long.

But it must be honest.

It must be direct.

It must get to trust.

I’d like a little video with your pitch, please.

Thanks.

Which is your favorite video at www.JerryFletcher.com

Or do you prefer one at www.NetworkingNinja.com

“Jim,” I said, “A whitepaper is not a message in a bottle.
It is not a plea for assistance cast upon the winds and the waves in hope that
someone will come to your rescue. It is carefully crafted to speak to your
ideal client and to make sure our expertise comes through along with a specific
viewpoint.”

“That’s easy for you to say,” he responded, “but once I get
it written I don’t know how to get it out there.”

“I hear you. Here are 10 ways to put it to work:

1. Send
   it out to all the folks you work with (clients, suppliers, prospects,
   employees everyone you come into contact with) and urge them to pass it
   along to someone that might benefit from it.
2. Get it
   to any news organizations or PR services you have connected with.
3. Put it
   on your blog and web site and mention it prominently. You might even build a
   special landing page with video with a call to action and download form
4. Send
   it to any print publications you believe might be interested. Try
   suggesting an article based on the whitepaper, a segment of it or even a
   series of articles based on the sections.
5. Talk
   about it in our social media outreach. Make it easy for folks to get their
   hands on it. That landing page would be a good way. Consider personalizing
   landing pages for each social media you are using.
6. Are
   there analysts in our industry or one you serve? If what you have to say
   impacts their viewpoint, send it to them.
7. Do you
   speak? Send it to the speaker’s bureaus or specific association targets
   you have isolated. When you speak, offer it via download from your web
   site.
8. Contact
   blog syndicators and publications that have need of content they can send
   to selected readers.
9. Offer
   it to any association of which you are a member. That includes your local
   or regional Chamber of Commerce
10. Use it
    as an add-on and new contact sweetener in your email lead generation
    program.”

“You make it sound like introducing a product”, Jim said.

“Pretty much,” I replied because that is what it really is.
You’re fond of calling it IP. Well, a Whitepaper, done well, is Intellectual Property and a new
product. It deserves that care and handling.

One more thing…. Follow up and ask for the order! ”

Are you ready to introduce a whitepaper?

Marketing Advice? www.JerryFletcher.com

Need a Speaker that knows how to motivate? www.NetworkingNinja.com