Author Archives: Jodi Kaplan

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What do Parrots Have that Technology Experts Sometimes Lack?

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parrotology cover imageYou may be thinking, parrots?  Why the heck is she talking about parrots?

It turns out that parrots are very good at getting a person’s attention, and using people language (not parrot language) to get what they want.

Where does the technology part come in?  Because technology experts often have trouble translating “geek” speak into business language.  And, clients often have difficulty explaining what they want in terms that make sense to technology experts.

You know how it is. You patiently explain to your client that IE’s render engine is no good. You tell them that their code isn’t web standards-compliant and you’ll have to rewrite it. And they look at you as if you have completely lost your mind.

How to bridge this communication gap

Pat Ferdinandi (along with Scarlet, her parrot), has put together this free assessment called “A Technologist’s  Guide to Performing & Surviving in the New World:  Parrotology: Stop Being a Commodity & Become Irreplaceable.”

It’s designed to help technology types (computer geeks, developers, coders, you know who you are), communicate better with business people.

Pat’s assessment will help you:

  • analyze your ‘business speak” skills
  • transform yourself from a commodity into a trusted adviser
  • earn more money
  • gain recognition for the time, money, and effort you save your clients
  • build word of mouth that will help you get clients coming to you (instead of the other way around)

Get your free copy here.

Like the book? Like this post? Pass it on.

Essential Email Marketing Tips: The Right Way to Use Email Marketing

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email sign on a roll-down doorA responsive (that means they buy stuff) email list is, of course, critical to making money with your newsletter.

But nobody wants to be pushy and obnoxious.  And, if you are, the chances anyone will buy from you get smaller.

Here are some ways to build trust with your email marketing campaign, create a bond, and build a relationship that leads to purchases.

Grow your own qualified email marketing list

It will be your best source of income. You’ll need to nurture it and grow it. Here are some tips on how to build your own qualified email list. RSS subscribers are good, but it turns out that email is better (ha! the direct marketers were right all along – the money is in the list).

Set up outposts on social media

Put up free books or reports on your site, on Facebook, Google Plus, or scribd. Include links back to your site and an invitation to sign up for your newsletter (and get your big bribe report).

Measure it

Check how you’re doing. Track open rates and click throughs (how many people click on your link). If your list is big enough (over 2,500 names), “split test” it (break it in two and see which half gets better results), Try different subject lines or different calls to action. Only change one thing at a time.

Be relevant

Different groups may be buying different things from you. Segment the email list (break it up by type of purchase, or profession, or location or whatever is most appropriate) and send them offers that are the most relevant.

Be friendly

Talk to your subscribers (not at them). Invite them to contact you if they have questions or feedback. Send a welcome message when they sign up.

The same tip goes for social media.  Don’t just post and leave, and don’t focus solely on selling.

Use those social media outposts to be helpful. If your followers ask questions, answer them. Post answers to questions you see elsewhere, or from your own customers. Don’t be pushy! Nobody is on Facebook to see your marketing offers (there are enough ads there already). Then, invite people to sign up for your list to get more answers, and more information they need.

Share your thoughts

Got questions about email marketing? Wonder what the difference is between a email newsletter and an auto-responder? Ask here.

Five Simple Tips for Better Email Marketing

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email sign on a roll-down door


Image thanks to nickobec

Want better email marketing? Email can be a disaster (spam), or it can be a great marketing tool.

Use it correctly, and you can get great results, at a relatively low cost.

Use it poorly, and your name is mud. Here are five tips to improve your email marketing campaigns.

None of them are hard and none of them take a lot of time to set up. You can start using them today.

Include a forward to a friend link

Encourage the subscribers you have to pass your newsletter on to their friends and colleagues.  Since it comes from a friend, the email is more likely to be opened.  Links are OK, but avoid forms, as there’s a potential for spamming.

Add a personal touch to your newsletters

For instance, John Jantsch always includes a book and an album (is that still the right word when everything is digital?) he likes.

Multiple subscription options

If you have more than one newsletter, offer readers the option of selecting which newsletters they get.  Have a separate list for special discounts (and first notice of new products).

Don’t overdo the promotion

Your readers signed up to get information.  Keep everything in balance.  If your newsletter is about photography, have two or three articles about photography, and then a link to your new “better portrait photography” ebook.

Link to articles or posts on your blog

Your email newsletter readers may not see your blog. Send them a link to a relevant post. Or, offer the option to get a weekly blog digest by email.

 

How to Write Landing Pages That Convert

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web review landing page imageGreg called yesterday wanting an opinion on his landing page.

He asked, “Does it suck?”.

It did.

“Should it be longer”?

It should.

“I don’t want it too long.”

It should, I said, be like Abe Lincoln’s legs; long enough to touch the ground.

A landing page is your 24/7 cyber-salesman

When you’re talking to someone directly, you can answer their questions, respond to their concerns, and make sure they know everything they need to know about your product.

Since you can’t be there in person, the landing page has to answer any questions on your behalf.  It’s got to address any objections the buyer may have about price, features, future obligations, benefits, who you are, why you can help them, and whether you’re trustworthy.

In order to be effective, the landing page has to do four things: has to get attention, explain your offer, demonstrate the benefits, and give them a call to action.

That’s it. No more. No less.

No Twitter feed. No LinkedIn profile. No newsletter signups. Those are all distractions.  Leave them for other parts of your site, but not on a landing page.

How to write landing pages that convert:

In order to make more sales, your landing page will need the following:

  • An explanation of why you’re talking to them. Make it clear exactly who your audience is, and why your product is relevant
  • Details of what the product is and does (a seminar on using LinkedIn, an ebook on how to write ebooks).
  • Information on what buyers/registrants can expect to get by signing up. What will they learn? What problems will your product solve?
  • Common questions and answers. Think of the questions they may have. What topics will you cover? How will knowing that information help them? What will it cost? How long is it?
  • Proof that it works. Testimonials from satisfied buyers, before and after photos, or your own story (here’s how I did it).
  • A call to action
  • What to expect next (the details of the sign-up, or buying process – what emails they will get, delivery time, confirmation of the order, etc.).

If you get stuck, try writing the end first. If it’s a seminar, put in the date and time it will be held, the cost, and what people have to do to signup. Write the call to action. Insert spaces for the shopping cart buttons.

Call a friend and explain it. Or, record yourself talking about it. Write down what you said.

Or, you could contact a professional. 🙂

Share your thoughts

Do you use landing pages for your products and services?  Got a different approach or technique that works?  Anything else you add? Share it in the comments.

Remarkable Can be Small (Part 4)

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This is the fourth post in an ongoing series about small ways that businesses large and small can stand out.  It’s good for your customers (they’ll remember and appreciate you), and it’s good for your business too (you’ll be memorable, talked about, and probably get more customers too).

The post office can be remarkable

Seth Godin’s recent experience at the post office was sad. But, here are three examples of how people with repetitive jobs and lots of rules to follow can still find ways to stand out and, dare I say it, be linchpins.

1) My postman greets me by name (I live in New York City, in an apartment building – it’s not a small town where everyone knows each other).

2) A few days ago, I was on the way to mail a Netflix movie. A passing mailman saw me, and wanted to know if I was off to mail back the DVD. I said yes. He held out his hand and popped it in his bag.

3) My mom sent me something in the mail. She put the wrong address on the envelope. Instead of sending it back as unknown, they looked up the correct address (don’t know how they knew which Jodi to pick), and delivered it – all in three days.

Share your thoughts

Got your own examples of small things that are remarkable? Something that happened to you? Or, something you do yourself? Share them here.

You can find the first three here, here, and here.

Image thanks to: ronnieliew