About Jodi Kaplan

Send Your Clients to School

Posted on February 25, 2010 by Jodi Kaplan

Image compliments oftowodo

I recently read a memoir (Come on Shore and We Will Kill and Eat You All, by Christina Thompson).

In the book, one of the author’s professors complained that she’d failed to say anything new about “the intertextual process of establishment of authority via discourses of experience or empirical observation.”

She was also guilty of “presenting empiricism ‘as a form of simplicity,’ rather than as “a metaphysically complex mode of representation.”

Apparently, this means that she’d taken the words of the writers she was studying at face value, rather than critically. It makes my head hurt.

Take Microsoft’s web site (please)

It says, “Introducing WIndows 7. Your PC, Simplified.”

Is it? I can barely read the text on the windows home page because it’s got white type on a background that shades from dark green (OK) on the left to yellowish-green on the right. The type on the right is illegible.

Then, there’s a box that says compare versions (there are three). Click on that and you get to a box that lets you compare Windows 7 to XP and 2000. Not what I thought I was getting. I expected to see the different versions of Windows 7. In order to see that information, I had to click still another tab.

It’s highly technical, it’s hard to read, and it’s confusing.

Apple’s site is different

Apple’s web site says, “…Snow Leopard makes your Mac faster, more reliable, and easier to use.”

There are large images, and lots of white space.

It’s easy to read and it’s easy to find what you want.

Yes, the technical stuff is there, but it’s presented in a way that’s easy to understand, even if you’re not a geek.

Educating your clients

Now, take a look at your own marketing materials and your emails to your clients. Are they full of technical terms like CSS, standards-compliant, and HTML 5.0?

If you’re dealing with highly technical people, that may be OK. However, if you’re talking to Joe and Jane Businessperson you’re probably just confusing them. They don’t know (or care) why HTML5 is better than Flash, nor do they know what responsive means.

Instead of dwelling on the technical stuff, tell the client that the wix site they want isn’t good for search engines and will make it harder on Google.

Or, point out that you’ll fix their site so it will work probably both on desktop and mobile (never mind why or how).

Skip the usability explanation and talk about how making her site easier to use will improve sales (confused or frustrated prospects will leave without buying anything).

If people can’t read the text, they won’t know what the client offers. If they can’t find products, they will be unable to buy them.

That’s language any business person can understand.

Remarkable Can be Small (Part 2)

Posted on February 24, 2010 by Jodi Kaplan

Milton Kramer got a check from the US government for one cent. Fearing there might be some obscure regulation about not cashing government checks, he went to the bank.

He handed it to the teller, who glanced at the endorsement, then at the front of the check, and asked, “How would you like that sir? Heads or tails?”

It was remarkable enough for Mr. Kramer to send it in to the New York Times (which has a column with reader submissions for tales of the big, bad city). And noteworthy enough for The Times to print it, and for me to repeat it.

Small things can make a big difference in the way your clients perceive you. Do a little something extra. Give them free soup. Make them smile. Send a note for no particular reason, except that it’s National Tortilla Chip Day (which it is). Include some chips.

You can check out part one here. Parts three, four, and five are here, here, and here.

Photo compliments of sids1/

12 Steps to Web Marketing Failure

Posted on February 23, 2010 by Jodi Kaplan

Image compliments of Ben Earwicker

Anyone want to fail at marketing? Would you like to spend lots of money promoting your business and get nothing for it?

I’m hoping you’re shouting. “NO!” at the screen right now.

Here are thirteen common marketing mistakes that companies (like yours) make every day. They don’t mean to, they just don’t always stop and think about what they’re doing.

Read these really awful errors… and then don’t follow them!

1. Never explain you you’re doing

You’re a professional. Doctors don’t explain, why should you. The client doesn’t need to know why you’re charging, or what your process is, just that you’re doing it. That should be sufficient for anyone. Right?

2. Hire other people to write all your posts

Your own voice, views, and opinions don’t matter. Besides everything that you could say has already been said. Your own slant isn’t important.

3. Replying to comments is a waste of time

Interacting makes you seem approachable (who wants that)? Much better to be off doing something else. If you’re unreachable, it makes you much more desirable. Play hard to get.

4. Use lots of fancy words on your web site and your brochures

Write desiccated instead of dry and obstreperous rather than disruptive. Acronyms are good too. Don’t spell them out and never explain what they mean; they’ll show your prospects how smart you are.

5. Freebies are for sissies

Don’t give anything away or do anything for free (ever). It will just cut into your profits.

6. Make your products appeal to everybody

The more average you are, the more money you’ll make. Everyone can read English, and everyone wants large shipping containers and packing supplies. They have soo many uses!

7. Advertise to everyone

Your products and services are great. Everyone will want them. Get them in front of as many eyeballs as possible. Even people who don’t have pets will want your dog food.

8. Ignore emails from your contact form or ebooks

If they really want to reach you, they’ll call. Who has time to answer emails anyway.

9. Do everything for free

Eating is overrated. So is sleeping indoors.

10. Never share your ideas

Don’t even tell your partners or your vendors. Someone might steal them. Force everyone to sign non-disclosure agreements. Even the janitor.

11. Turn off all your social networking tools

Disable Google Plus, Pinterest, Twitter, and Facebook, on your blog, LinkedIn and web site. Don’t let anyone share until you have a private forum or something to sell.

12. Include a 5-page legal policy on your site

Everyone will read all those rules and regulations. They won’t mind. Oh, and require written permission before anyone can link to you.

Important note: I am not making these up. They’re real. Even the last one.

Are You Using the B-Word With Your Clients?

Posted on February 22, 2010 by Jodi Kaplan

No, not that word – I mean budget. Do your prospects give you odd looks when you mention it?

Sure, you’re only trying to find out what the right solution is. There’s no point recommending the Lamborghini of graphic design to someone in the market for a Hyundai. They’re both cars, and they’ll both give you transportation, but they have entirely different selling points, markets, and prices!

The trouble is, that many prospects don’t see it that way. Especially if they’re small companies, they’re not used to buying marketing or design services.

They have no frame of reference. So, they wonder if you’re asking in order to squeeze as much cash out of them as possible.

Some ways to get around the problem:

Educate your clients

They know what houses, cars, and toasters cost, but not web sites or logos. Instead of pointing out your professionalism, or years of experience, talk to them in everyday language. Explain what you’re doing and why.

Discuss the effect that changes will have on the amount of time and effort required to create a new web site. Be clear about what’s included in the estimate you give, and what will drive the price up. For instance, tell them that three design options and two rounds of revisions are included. After that, it’s extra.

Be clear about the goals of the project and what’s included

Write up a creative brief (spelling out the market, the positioning, the intended audience, and the messages) and a project scope document – the assumptions behind the price, what the client will get, what you will do, a timeline, changes that could affect the price, etc.)

Create fixed cost products or services

For example, you might offer a PC network tune-up (check for viruses, update software, run diagnostic software, optimize the machines).

Or, maybe a new blogger package (get domain name, upload WordPress theme, add 5 essential plugins, guide to how-to post/edit, upload photos).

Spell out exactly what’s included, what the client gets, and how much it costs.

Use an “Olympic pricing” strategy

Michel Fortin recommends breaking your services down into three levels, with each one explained, so the client sees why the costs are different.

For instance, tweaking existing landing page copy would be bronze (lowest price).

Creating a completely new landing page, plus some general SEO suggestions, would be silver (higher price).

A new landing page, SEO ideas, plus the order page, opt-in, and thank you page is the gold level (highest price).

Got any experiences to share about asking for budgets? A lesson learned? Share them in the comments.

Image compliments of Randy son of Robert

B2B Email Marketing: How to Stay Out of the Spam Folder

Posted on February 18, 2010 by Jodi Kaplan

This post is inspired by Bob Poole’s post yesterday (Did You Just Sucker Punch a Potential Customer?)

He compared spamming people (sending email to someone who didn’t ask for it, doesn’t want it, and doesn’t know you) to visiting a prospect and punching them in the nose when they open the door.

Not a good way to make a positive impression. And, when you’re a small business, you can’t afford that sort of mistake.

So, a few words about permission, list “rental,” list building, and how to stay out of the spam folder.

You need permission to email people

There are people (even marketing consultants) who think it’s OK to spam a big list “just once.” Or, to use a two-year-old list that they inherited from another company. I have even heard people say that it’s OK to send unsolicited emails as long as they’re text, but not HTML (huh?).

All bad ideas, and bad business email marketing.

Only use fresh email lists

Using names you got from a directory, a contact form, or a carbon copy is not permission. It’s also a waste of time and effort. The people on that directory list didn’t ask for spam, they signed up to get more visibility for their companies. You can ask people you contact you if they’d like to sign up, but don’t add them yourself. Sending marketing emails to people who were carbon copied on a project will also make you look bad.

An out-of-the-blue email from a company they never heard of will go straight to the spam folder.

CAN-SPAM doesn’t help

Yes, it’s technically legal to send email to people in the United States (but not Canada) without specific permission (the irony about CAN-SPAM is that it inadvertently created more spam).

However, the people who get it will think it’s junk. They will bounce it, mark it spam, blacklist the company that sent it, and after a while your messages won’t get through.

What do YOU do when you get email like that? Do you smile happily? Or do you hit that unsubscribe button as fast as you can?

What’s more, many people don’t see (or know about) unsubscribe options, so they hit the spam button instead. That will just make your reputation even worse.

Is a sucker punch the best way to make a good first impression? Is that the best way for a small business to run an email marketing campaign?

The truth about buying lists

Most email lists for sale are garbage. They’re often opted-in without real permission, using little pre-checked boxes on other forms (such as account signups). They offer to “send you offers from third parties.” What they really mean is that your email box will soon fill up with junk.

Plus, purchased lists are obsolete the minute you buy them. The older they get, the more out of date they will be. You’ll get more bounces, a lower delivery rate and a higher risk of being labeled a spammer.

Lists are like fish. The older they are, the more they stink.

The rented ones are better, but they’re expensive. B to B lists can be up to $350 per thousand names (minimum order 5,000 names). If someone is offering to send the list directly to you, run away.

Reputable list owners have their emails delivered by a third party. If they’re offering to send three times in one month, run even faster. That list has been burned out.

There is no such thing as a legitimate opt-in email list of 1,000,000 names for $100. They’re all lemons.

How to get permission to email

If you want to reach people, there are better ways than a sucker punch to build your list.

Here are a few of them:

Write a helpful (not a sales pitch) article in a relevant magazine or newsletter (with a link to learn more about your services).
Send out a press release.
Offer a report of some kind (for free) to build up your list
Send personal invitations to your prospects, asking if they would like to sign up (don’t sign them up yourself)

Don’t use your desktop email software

Outlook, Gmail, and Apple Mail are fine, but not for business email marketing. Use a professional email service (like AWeber or Mail Chimp). They will manage the opt-ins, opt-outs, and the bounces. You can also get tracking data (showing how many people received your email, the number of people who opened it, and how many clicked through to your web site). Plus, the delivery rate will be higher, as they’re a recognized, legitimate mailer.
There are more tips in my free Email Made Easy ebook. Download it here. No opt-in needed. Feel free to share it.

Author Archives: Jodi Kaplan