3 Ground Rules Needed to Turn Your Website Visitors into Customers

Great Websites

If you’re reading this post, chances are great that you’ve had a hard time turning your website visitors into customers?

So, you’ve read all the web copywriting tips from the experts and you’ve applied them all!  You used a catchy headline that promises the reader a strong benefit. Your opening paragraph is killer hot.  Your subheads include good keywords. You wrote the Home page as if you were speaking to one person.  You remembered to set off the key stuff with bullets points and bolding. You didn’t forget the compelling call to action. You even posted a video and have a sign-up box offering a valuable freebie, blah, blah, blah.

Still, customers are not beating down your virtual door to get in.  And you’re asking yourself, well, why the heck not? What am I doing wrong?

DTurn Your Website Visitors into Customers

Here’s the deal. In my experience, after working with clients who have had this very issue, this is what I’ve learned:

When your potential customers go online in search of companies that sell your product or that offer the type of services you do, they come across a bizzillion businesses that do what you do.  These companies, just like yours, have websites that follow the same canned blueprint. So, how is a potential customer supposed to choose you over your competitors when you look just like they do? How will they ever know that you really ARE the best life coach, networking group or real estate lawyer.

To increase the likelihood of turning your website visitors into leads, getting that customer to nod their head “yes” and hit that “click here” button, or call your 800 number or fill out that contact form, YOU MUST:

Turn Your Website Visitors into Customers

Target Your Ideal Customer

Take a look at your features. Then take a look at your benefits. Write them down in a list. Then look at the customers you currently market to. Is there a subset of that group that you could target? If you are a daycare center and you are targeting all parents, you’re jeopardizing your chance of attracting a higher number of customers.  Why, because your messaging will be too general and diluted. The magic, the pull is in specificity, not in vaguely talking to everybody who might consider your services. If you only serve vegetable entrés, don’t market to all people who eat in hopes that carnivores will be hungry enough to consider dining at your restaurant . . . Market to vegetarians and vegans!

. . . , which brings me to the next requirement.

Select Your Ideal Target Audience in Your Marketing Headline

Your message will be much more effective if it’s clear that you are speaking directly to a subset of that group – working parents.  Why? Babysitters can target all parents. Daycare centers are ideal for working parents. When your headline does not select your target, the folks who really need to hear you in great numbers don’t because you are not singling them out. If you are talking to tax payers, say so. If you are talking to students, say so.


Are You Looking For a Good Paying Part-Time Job While You’re In College? 

Are Your Children Safe, Secure and Happy While You’re at Work? 

Is It Time for You to Be the One Who Decides What Time You Will Be Reporting to the Office?


Why does this matter?  It matters because, when you’re not specific, it’s sort of like shouting something on a crowded street that could apply to anybody walking down that street. What happens is, some people may turn around. Most won’t. However, if you call out, Hey Michael, there’s almost a 100% chance that everybody named Michael is probably going to turn around. And then the Michaels will be anxious to hear the next thing you are going to say because “he” wants to know if it applies to him or to some other Michael who’s nearby.

The more specific you are, the more likely the audience whose attention you’re trying to get will notice and be impacted by your headline . . . and will then listen to the next thing you have to say, which brings me to last requirement:

 Find marketing hook

Nail the Hook 

Come up with a hook that captures the essence of your service or product or your brand’s promise that your ideal customer finds irresistible.  The idea is to create a hook that’s not a rehashed generic promise that many of your competitors make. Many life coaches tend to do this with headlines such as “Live Your Best Life Now,” “Find Your Passion,” Have What You Desire.” To the Internet shopper who’s looking for color, it’s like looking into a big sea of beige.  Every business looks the same to them.  You want your business to be the lime green in that sea of beige!


A marketing hook is an element about your benefits that captures the potential customer’s attention and reels them in.  It’s a message that strongly, directly and unequivocally resonates with your potential customer’s emotions. For example:  In that earlier example talking to working parents about their kids, the words “safe, secure and happy . . . while you’re at work.”  All daycare centers offer arts and crafts, nap time, field trips, snack time, music instruction, etc.  But how many broadcast to you that the primary benefit is that they are, in essence, going to be your clone while you’re away. It doesn’t get any better than that for the parent whose eyes can’t be on their baby at all time because they have to work! All that other extracurricular stuff fine and dandy, but it’s secondary to a mommy or daddy.

Marketing to your ideal customer, selecting the ideal customer in your headline and a including a compelling hook in your message are 3 MUSTS if you plan to attract a greater number of customers and kick your competition’s ass!

P.S. I would love to hear your website tips as well. Hit me up.


How to Use Content Marketing to Attract Customers to Your Brick and Mortar

How to Use Content Marketing to Atrract Customers to Your Brick and Mortar Business

Guest Post by Aimee Gilchrist

Today traditional (interruption) marketing is becoming less and less effective. Consumers have begun to ignore the intrusive methods of marketing that we are so used to. Marketers have had to come up with new methods of marketing that are less likely to be ignored by consumers.  These techniques are designed to make customers stop, read, think and behave differently.  One of the least expensive, yet highly effective is content marketing.

Content marketing is the art of creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. Content marketing is an ongoing process which is integrated in a business or brand’s overall marketing strategy.

Content Marketing a/k/a The Future

Content marketing is said to be the future of marketing.  Because customers have come to value and expect informative content, marketing is becoming increasingly difficult without it.  The bottom line is, good content can attract new customers and, more importantly, help you retain them.

The purpose of marketing is to attract and maintain customers. Many companies regularly send irrelevant and useless information to their customers.  Additionally, they make attempts to hard-sell customers.  Efficient content marketing involves communicating with customers and prospects without hard selling and delivering information that makes your buyer more knowledgeable.


Think About Your Content Marketing Strategy

It starts with a solid content strategy.  You need to know what you ultimately want to achieve from your strategy. Most businesses hope to increase customers, which in turn, will increase sales.  You have to be clear on what your niche is.  You must decide what you want to be known for, i.e., what’s your brand promise. You must consider what sort of content your customers consume and how you can create content to attract new customers and retain the ones you have.

So how can you use content marketing to attract customers to your brick and mortar?

Be local

Using content marketing to attract customers to your brick and mortar is much more of a challenge than if you were an online shop. You’re asking much more than an online shop would since you’re relying on customers to actually come and visit your business.

As people are extremely busy today, (a) you need to be mindful where you post your content; (b) you must make your offline location clear; (c) what you publish should be relevant to your location because you don’t want to waste potential a customer’s time; and (d) try placing some of your content on local sites.

Leverage Social Media

One of the keys to success when it comes to attracting customers to your brick and mortar is using social media. Social media and content marketing are a match made in heaven.  Equally important, it’s free! Successful businesses use social networking sites to communicate with prospects by directing them to the material they need to make an informed decision.

Social networking sites are fantastic for sharing and curating content. Businesses can share informational content on social media for those prospects that are in research mode. Short pieces of content can then be shared with a link that will take customers to your company website where they can read more.

Retain Existing Customers

Successful businesses will use content marketing to keep their existing customers.  This content must keep customers satisfied.  Online content can be used to answer your customers’ FAQ’s to resolve many problems, in turn, raising customer satisfaction.

It is cheaper to keep existing customers than it is to find new ones. Use social media and content marketing as a customer service tool. You can answer customer service questions and increase satisfaction and referrals.

Use content marketing to keep existing customers in the loop and to make them aware of new products and services. Provide customers with information on any offers or sales that you have coming up as well. When you do this, people are more likely to return to your business.


Author: Aimee Gilchrist is a blogger, social media and content specialist.  You can see more of her writing on Bootcamp Media blog.

5 Easy Starting Points to Generate Business Publicity (for Leads)

Business Publicity

Guest Post By Casey Haslem


To compete in the new marketplace, your business needs exposure.  One of the best ways to do this is to generate business publicity . . . even on a small scale.  Thankfully, you don’t have to reinvent the wheel to get that publicity.  You do, however, need a practical marketing strategy if you expect to have some success. By consistently implementing a variety of no-nonsense marketing objectives, your business can begin to acquire enough of the limelight to effectively generate leads and prospective customers.  Here are five easy starting points:

Coordinate a workshop for business publicity

Host a complimentary workshop through your local education program, small business association, or chamber of commerce. Structured properly, a workshop can pull in numerous participants.  Additionally, you can distribute online press releases about the workshop, or offline via local television networks, which can provide the basis for targeted business publicity.

Pitch your story to newsletters

Newsletters are always on the lookout for fresh, modern content. Since newsletters need original information continually, tell them why their readers would enjoy and benefit from reading more about you and your company’s services. If and when they accept your piece you’ll receive free business publicity for your company. Ensure that you look into the most recent editions of the publication you are trying to feature in. Be aware of their specific writing style and see to it that your press release conforms to their standards of publishing.

Become visible online

Many, and I dare to say, most consumers are browsing the web to discover what they desire in your area. These consumers utilize search engines like Google, Yahoo! and Bing. Increase your online visibility by partnering with a company that provides cost-effective local online marketing solutions for small businesses. You may also want to consult with someone knowledgeable about SEO as well to ensure the main search engines find you online – whether it’s your presence on Facebook, LinkedIn, Twitter, Google+, Pinterest or your own website or blog.

Partner with a local charity

Give back to the community and gain recognition and business publicity through charitable acts. Consistently recycle the retained earnings into your local community and the social consciousness will increase the fiscal latitude of your business.  Unplanned opportunity will follow.

Learn from the competition

Mimic the steps your competitors have taken to garner business publicity. Learn what makes your competition’s brand stand out. Determine why their most loyal consumers are attracted to their brand. Analyze the competitor’s sign, design and marketing messages. Determine if the trademark is consistently located on the packages, labels, vouchers and products. Compare and contrast the differences so that you will know how to approach the consumer.


Don’t wait.  Start integrating some of the above-mentioned methods.  If you use these approaches consistently, before long you should begin to see an increase in the number of leads coming to your website or your brick and mortar business.



Author Bio: Casey Haslem – is a young writer whose hobbies include reading, painting and pretending she knows how to write a book. She loves meeting people and making new friends. Writing opens up a whole world of new ideas and possibilities for her.

The Art of the Sales Letter [Infographic]

Writing a Sales Letter


These masters of persuasion perfected the art of the sales letter starting in the 19th century with copywriters like Robert Collier and Leo Burnett. Along came such greats as Claude Hopkins, David Ogilvy and Joe Sugarman to perfect the art of the sales letter. Hear what the masters of persuasion had to say about crafting a winning sales letter — apply this wisdom to your landing pages and other offers.

The Art of the Sales Letter

A Simple Guide to Online Forum Marketing

Get Leads with Online Forum Marketing

Image courtesy of Stuart Miles FreeDigitalPhotos.net


Anyone who has been awake and paying attention for the past few years knows that promoting your business using interruption mechanisms is now viewed as an annoying version of the traditional way of doing marketing. Because everyone now has the option to block out advertising and marketing, engagement and permission-based marketing are becoming a better approach for marketing one’s business.  So, what does this have to do with digital forums?  Everything.

This major change in the marketing and advertising landscape offers fertile ground for customer conversions in online forums and on message and bulletin boards. Forum marketing is a practical means to doing business and getting business.   Among other things, it’s a great way to make your business stand out from the crowd. Moreover, you can learn from, connect and network with your peers, particularly because a sense of community tends to develop among regular forum members.

What Makes Online Forums So Ideal?

1. Internet marketing forums are ideal, because you already know that the prospect or lead will be receptive to your message.  Piquing their interest is not necessary.

2. The marketing industry says engagement is in and selling is out.  Great, because in online forums, meeting the engagement requirement is a given. Your lead’s presence as the inquirer and yours as the expert is a dynamic that lends itself to engagement, rendering selling unnecessary.

3. You get to advertise without being pushy and salesy.  In the ideal business forums, your signature will contain your contact information and a link to your website or other contact information.

Internet  Forum Marketing Tips

●Start by locating an online marketing forum that will be a good fit. Google the keyword “forum” preceded by the market or niche you are looking for. In other words, if your clients are likely to be looking for legal advice, you may want to type “legal advice forums.”  If you provide services to small businesses, you will want to type “small business forums.” You get the idea.

●Before registering in any forum, check the replies to make sure they are high quality. Don’t judge by the number or replies. You want quality over quantity. Also, don’t be quick to choose those that rank high in the search engines; they can still be spammy and of very low quality. You want to find the right community for your business.

●Read the forum’s rules and guidelines.  Can you place links in your posts? Are you permitted to promote your business? Are you allowed to post commercial messages in your signature? What restrictions are placed on new users?  The idea is to avoid breaking the rules so that you don’t inadvertently get yourself banned or put on probation, etc.

●Complete the profile sections and signature sections. Create a compelling profile; prospects and potential JV partners will visit it.  Use your business name; include your URLs and links to your social media profiles. Provide a solid description of your business, expertise, skills and experience. When you explain what your business does, use every day English, not esoteric industry lingo, unless, of course, that’s how your target audience communicates.  Add a few one or two personal bits of information too (not too personal, however).  For example, if you golf, mention that. It makes you more human and less virtual. I’d steer clear of religious affiliations, unless, of course, that works in your favor business-wise, e.g., you’re a religious copywriter for that particular faith.

●Remember, you are here to add value and build trust.  You want to establish your company as a reputable member of the community and to be seen as someone who is there to improve the online community. When answering a question and providing feedback, answer with purpose.  Don’t provide one-word answers just to get your links out there. You won’t be fooling anyone. And more embarrassing, someone may call you on it or the host may just delete your post.

●Forum marketing success comes from posting regularly.  Over time, you build your credibility. When someone is looking for your services that you offer, they will be more likely to come to you vs. another member without a reputation.

●Try to avoid drama. As you hang out more in the forums, you may come across heated-turned-personal arguments taking place. Don’t get involved unless your intention is to clarify something to reduce tension. You are a professional, and you want to continue to be perceived as such.  A little bit of good-natured banter is fine, but serious altercations are inexcusable and stand to make you look like someone with whom no one wants to conduct business.

●If and when you begin using more direct marketing campaigns in the forum, make sure the techniques you employ provide a benefit to your forum members.  Offer things like give-aways and member discounts.

Do the conventional methods still work?  Yeah, sometimes.  However, we are steadily moving towards a stronger desire for useful content, freebies, customer recognition, for being wooed, for indirect tactics and the list goes on.

Discover the Secrets to Attracting More Ideal, High-Paying Clients – A Free Webinar

how to find new clientsJoin me on June 6, 2013 at 1:00 p.m., at Fabienne Fredrickson’s free Client Attraction webinar and discover the step-by-step formula for attracting ideal, high-paying clients.  Getting clients doesn’t have to be a frustrating struggle anymore. Yes, it can be that easy to attract the types of clients you want to work with, and you will be able to do so quickly and consistently.

This is the ultimate shortcut, ‘step-by-step’ system that removes all the guesswork, waste and frustration out of consistently attracting all the ideal, high-paying clients you need, once and for all (even if you’re starting from scratch) . . .

Register for the free webinar by clicking HERE.

Want to Create A Winning E-mail Marketing Campaign? Make Sure You Grasp the Basics of Email Marketing First

email marketingSeventy-seven percent of small business owners report that email marketing increased their revenue and that $1.00 spent on email marketing $40.00 in revenue.* Many businesses are smartly discovering that email marketing can be a vital part of their business.  It’s a great way to keep in touch with customers and to invite them to special deals for your freelance services (or products, if you have any). The information and tips in this article will explain some of the practices you should engage in or avoid to ensure the success of an ongoing email campaign.

1. Rather than purchasing or renting a mailing list, build your own from the ground up. You can do this by including opt-in forms on your website or blog, gathering business cards at conventions or other industry events, and encouraging your subscribers to share your emails with others, which can garner even more subscribers. Of course, I would suggest creating a downloadable piece of content, preferably with instructional information that your target audience will find of value to them. The idea is to trade your free content for their email addresses.

2.  Always get permission! Unsolicited email is not welcome, and in certain cases, can get your ISP blocked. The last thing you want is to be branded a spammer.

3.  Be especially careful when crafting your first three emails to new customers. A new customer should get an introductory email inviting them to join your marketing list. Once they accept your invitation, the next email should tell them about discounts or special offers they can expect to get now that they’ve signed up. The third email should contain their first newsletter and their special offer.

4.  Make certain that it is easy for your recipients to opt out of receiving further emails. Not having a way to opt out can cost you customers since some of the people who wish to opt out might like your business and your products. They may simply wish not to receive emails. The process that you put in place should include asking for feedback as to why they are opting out. The information you receive can help improve your campaign.

5.  Try to make it as easy as possible for customers to unsubscribe from your emails. By not making it simple, they will feel like you are being too pushy and may be turned off from your product or business. Give them the option to opt out from some of your emails or all of them.

6.  Everyone knows that email filters are getting more and more strict. Graphics and other things included in emails are blocked out, so a reader might not even see what you are trying to say. Therefore, a good piece of advice is to use plain text with a hyperlink to your site.

7.  Utilize engaging emails and target customers who are inclined to use or share knowledge about your services. Make sure you are also soliciting feedback from them. Getting feedback from targeted customers is key to knowing what you can do to make your marketing strategies even stronger and more effective.

8.  What worked for you before might not work for you the next time around. That is why it is vital to always look into new email marketing strategies. Learn from others in your business niche, and always try out new methods to add to your arsenal of what works for your business.

It is a well-known fact that the use of the Internet has opened up an entirely new way for businesses to interact with customers. Email marketing is one of the most effective ways to keep in touch with loyal customers and to reach potential customers. Use the techniques and tips from the article above to create an email marketing strategy for your business.

*Aweber Communications

Stacey Mathis Copywriting in Association with MarketingProfs Offers Info-packed Content Marketing Crash Course

Making more money in your small business than you did last year is quite possible. The answer is to find a way to dazzle your prospects, wow your customers, and bowl over competitors. The answer dear readers, is content.
Online Marketing Diagram
New York, NY, December 03, 2012 — Stacey Mathis Copywriting is offering small business owners and freelancers a Content Marketing Crash Course whose broadcast kicks off on December 6, 2012. The course is presented by MarketingProfs, one of the Internet’s most respected authorities in marketing. What’s more, several of their high-powered bonus recordings are available the moment you register for the upcoming course.
“Many small business owners and freelancers are grasping at straws, desperately trying to figure out how to improve their revenue. Some, at this point, simply want to find a means to just stay afloat,” says Mathis. “Content, as many of the most successful business owners have learned, is a proven, affordable and practical means for boosting their business income, sending traffic to their websites and foot traffic to their brick and mortar establishments.” MarketingProfs University’s Content Marketing Crash Course is designed to do just that – – help business owners create lead-driving, business-building content.
MarketingProfs University for years has been a lifeline for so many professionals, providing the confidence they need to make the changes their freelance and small businesses require. MPU’s courses are swelling with up-to-the-minute techniques in online classes that are cost-effective and manageable.
“I’d recommend MPU to any B2B marketer. The class experience is easy to manage, well-organized, and supported by responsive ‘support ninjas’ ready to assist.” – Thorsten Strauss, Brussels, Belgium
“The MPU Websites That Work (2011) course was chock-full of excellent information delivered in a very digestible format. The instructors were very knowledgeable and taught their topics with great respect for the diversity of the students. As a non-Web designer, I can’t tell you how much this course has informed my approach to both optimizing our site and building consensus with my team members. This product is top shelf and I would recommend it and MarketingProfs to anyone.” – Nick Fortunatus, Philadelphia, PA
For more information on, or to register for MarketingProfs University’s Content Marketing Crash Course please visit us HERE.
About Stacey Mathis Stacey Mathis is a copywriter and a freelance copywriting business coach who teaches marketing and copywriting techniques online to freelancers and small business owners. With a BA Degree in Psychology from John Jay College of Criminal Justice, she worked as a Family Law professional serving the domestic relations legal community for over 20 years – a career where she spent a large amount of her time on projects that required legal and business letter writing and editing.

There Really is a Content Marketing Crash Course with More Value and Info than You’ve Ever Dreamed Of

Content Marketing - SEO sign board

Are you sick of saying “This year I’m going to increase my revenue,” but still haven’t figured out a way to do it? Is being in a better financial situation than you were in last year on your list of personal goals?

Making more money in your small business than you did last year is quite possible. The answer is to find a way to dazzle your prospects, wow your customers, and bowl over competitors. The answer dear readers, is content. Content, as you may have heard, truly is king, and MarketingProfs University’s Content Marketing Crash Course will give you a hands-on plan for creating lead-driving, business-building content that connects with customers, again and again. You’ll learn everything from what changes to make in key marketing efforts, like customer engagement, to how to create content that drives sales.


Register Now

For each class, you’ll have access to:

• the class lecture (streaming media)

•the slide deck (PDF)

•the audio track (MP3, so you can listen to the lectures on other devices)

•a transcript (PDF)

•and a “cheat sheet” (PDF)

In addition to the above tools, as a Content Marketing Crash Course student, you’ll also receive close to $1,000 in FREE course materials and More!

There aren’t many places where you’ll get practical, information-packed, real-world, proven tactics with expert guidance from a leading and respected marketing authority in a crash course.

The Kickoff class broadcasts December 6, 2012

Register Now






How to Use Twitter to Market Your Freelance Copywriting Business

Some freelancers have said that a number of their biggest contracts have come through Twitter. It’s certainly the lucrative flavor of the day in marketing for numerous businesses (big and small), so I recommend you work it into your freelance copywriting business model. This list is by no means completely exhaustive, but it will undoubtedly steer you in a direction that can bring first-rate results to your freelance copywriting business. Social Media Core of Internet Networking and Twitter Marketing

Follow People Who are Likely to Need Your Services

Sign up for sites like Twellow, which lists its users by categories. You can simply add your twitter handle to a few of the categories you’re interested in. If you want to do copywriting for recreation and sports entities, you can follow people and businesses in that category. Other members can find you through a keyword search. People will begin to follow you back and read your tweets!

Use Your Tweets to Engage the Prospects, Not to Constantly Sell Your Services

Twitter is about socializing and building relationships. It’s not a platform for you to bombard your followers with sales pitches and the like.

Share your take on last night’s game or Apple’s latest gadget; however, don’t forget, this Twitter profile is connected to your business, so you do want to post tweets that are business-related. You can do things like inform your followers of a current event in the industry (news that, of course, would interest them) or share a quick anecdote or light humor or link to an article or blog post you’ve read. If you have a business blog, you can share the blog post title and the link and ask your followers to check it out.

Also, keep an eye out for followers who retweet your posts. Don’t forget to give them a shout-out, a “thank you.” Take a few minutes each day to comment on others’ tweets and to retweet ones you feel are worthy of sharing.

And yes, if you have an offer, you can let your followers know, but don’t overdo it; it’s a turn-off and will negatively impact your business.

Tweet Daily – Ideally at 12 pm, 1 pm and 2 pm or Thereabouts

I recommend these three times of day, because you stand a better chance of reaching folks during optimal Twitter reading periods who are in different time zones. This does not have to be as time-consuming and overwhelming as it sounds. In fact, this can be accomplished in under an hour. Solo practitioners have mastered the art of tweeting regularly. Sign up for a free service like Hootsuite.com. Pick one hour a week to write 15 tweets (3 for each business day of the week). Use online trade blogs and magazines, tips found in interesting blog posts (your own or someone else’s) to help you come up with ideas for tweets. Load them and schedule them on Hootsuite.com, and you’re done sending out tweets – for the whole week.

Create a Page on Your Website or Blog Where Your Followers Can Download Helpful Information

People love free, useful content. Every now and then, take some time and write a short 7-10 page report about something likely to interest your Twitter followers. Sign up for an email marketing service like Aweber or Constant Contact so that your report can automatically be sent to an interested party, i.e., a subscriber. You can also go on elance.com or guru.com and hire someone else to write it if you don’t have the time to write it yourself.

Put a Link to Your Resource Page on Your Twitter Profile

If you have some free stuff you can offer to site visitors, load it to one page, a Resource page. You come across as more of an authority when you have valuable, downloadable content. Never use your Home page unless you have a specific reason for sending readers to your Home page. Send them where they are more likely to stick around. People go to departments stores to look for useful departments; they don’t hang out in the lobby or the entrance way, because… well, what would be the point.

So, go ahead, try it. Now that businesses are starting to “get it” they are coming up with countless methods for leveraging this dynamic tool. You can too.


Happy Writing



P.S. You may want to try these other helpful Twitter tools.

P.P.S. Read more on steps for writing great tweets for yourself or your clients.