​YOUR PROBLEM (aka.The Factual Reality)

• People read only 20% of your content (evidential links in this article)
• They digest even less.
• And those with Depression do both even less (17% (1-in-6 of us) have depression in the UK).

Of course to feel free to Read / Skim-Read! ?

I read something this morning about mental Health & Concentration for someone I know on AntiDepressants.

BUT...
I realised it emphasises my point about the pertinence of writing for YOUR Target Audience ...

1 > DO YOU HAVE A GORGEOUS SITE BUT LACKING: 'SKIM-READABILITY' ?
An up and coming Men's Mental Health Non-Profit has a gorgeous looking site, but, by and large, the text is a bit much to read.

2 > YOU'RE NOT ALONE - IT's COMMON - I SEE IT TIME & AGAIN ...
... do YOU read every paragraph on a web-page or flyer?
Especially when you see a Page has several+ paragraphs!

3 > YOUR PROSPECTS TOO
... are scanning your content for info pertinent to themselves!

​

SIMPLE FIXES FOR PAGE-SCANNING (aka.SKIM READABILITY)
If your website (like the Mental Health Charity I advised this morning) is largely without 'Sub-Headers' and other Key-Tricks (See below), then, FACT is: Your Visitors are not Reading nor Digesting info you need or want them to!

USE THESE KEY-TACTICS (they're not even 'Tricks', they're Tactics based on Facts).

• Sub-Headers
• Bullet Points
• Imagery
• Bold Key-Phrases
• Italics.
• Colour System for Headers, Links etc 

SHOCKER ...
(perhaps not?)
"People read Email Newsletters even less than they read websites."
https://www.nngroup.com/articles/e-mail-newsletters-usability/

SOME KEY REALITIES FOR YOU (Repeatedly Consistent Stats from Studies)

1. 70-80% of people will always Scan your content first to find info that's relevant to them!
2. Only 28% of your words are ever read - MAXIMUM!
3. And only around 15% read Word-For-Word.

​

USE THE 'ABOVE' VIA THIS 'APPROACH' (trust 25+yrs experience) ...
The following approach WILL improve your Conversion Rates - I've honed this skill helping Business Owners 1995 ...

1. WHAT PEOPLE (Target Profiles) do you put your content in front of?
2. WHAT CONTENT do you show them?
   ... eg. Medium (text, imagery, video etc).
3. EFFECTIVENESS how much of your Sales Pitch do they digest?
4. HOW do you deliver that content to your Target Audience?
   ... Google, Social Media, Physical, Remote Meet, Inbox etc
5. WHEN do they see your content?
   ... eg. At what stage of their problem, or even ... What time of day?
6. YOUR VIEWERS WON'T READ NOR DIGEST THE LOT
   ... but you can maximise your efforts and maximise they digestion of Key Parts.

FURTHER RELEVANCE WHEN YOU CONSIDER MENTAL HEALTH READERS
https://www.medicalnewstoday.com/articles/brain-fog-and-depression


IT's HOW I DIFFER / GET BETTER RESULTS (compared with other 'Web & Marketing Agencies')
I find: This kind of 'relevant' thinking-outside-the-box, is how I generate noticeably better results for a Business Owner - it's why they compliment me.

BEWARE OF AGENCIES ETC
... MOST OF THE FOLLOWING OMIT THE ABOVE CONSIDERATIONS ...
In order of Worst Culprits first ...

1. Web Programmers
2. Graphics Designer
3. Web Developers
4. Marketing Agencies
5. Content Creators
6. Story-Telling Writers
7. Print & Flyer Designers
8. Copy-Writing Services

​... whilst each of the above will have their merits, MOST do-not think about setting up & monitoring KPI's (Key Performance Metrics).
... most of the above will solely focus on writing cool words & sentences.


I hope I've helped somewhat !  ??   

​Feel free to reach out if you want some free advice on the above. I love to help!

IF OUR VIDEO TIPS & ADVICE FAIL TO HELP YOU...
... We'll try and help you for FREE in person!
... Please reach out to me via my contact details (see signature) for further specific advice.
... DISCLAIMER: We'll aim to help you for FREE unless:- Your problem is simply too large or convoluted an issue 🤣😏.
​
Kindest regards,

Steve Walters. 
0333 355 28 29
Small Business Helper. 2022
www.smehelper.com

• Most of your competitors say ... "Facebook Ads don't work. It's a waste of time & money".
  ... most of the these Business Owners have only tried the next to useless 'boost-post' button. 
• Even if your competitors tried what we're talking about (business.facebook.com), then they've given-up at around 30mins!
  
  ... We guarantee Your Competitors (above) are amongst the 95+% that we speak with.

2 KEY-ASPECTS TO OUR CLIENT'S '1000% ROI' CAMPAIGN SUCCESS
1. Implementing 'ALL' of the following steps IS the key to your successful Facebook Campaign
- that is: We achieve around 1,000% ROI for our Clients = £20 Ad Spend generates £200 in sales.
2. Our ability to plan & execute the following with 'A Detailed Mindset'! 😊

ELABORATED ...
STEP 1. Create Facebook Pixels (tracker/visitor sata learner), placing it on each section of your website that's important to you.
Benefits of such ...

• Identify which Product gets most traffic,
• Get Facebook to create 'Lookalike Audiences' from such visitor types,
• You can then get FB to deliver 'Your Well-Thought-Out Ad' to people of similar type to those who visit your identified Web Page.

AND ...

STEP 2. Create a 'Custom Target Audience' (via the Facebook Business Platform): Based around what you know about your best Customer to date.

• What makes your Best Client (think of one) different to others out there?
  ... eg. What type or brand of car might they drive?  What Products/Brands might they own?  What interests might  they have?

AND ...

STEP 3. Create a short promo Video. This is by far the most engaging medium on social!
- Within the first 20 seconds: You (or someone on your behalf) should introduce a 'FREE No-Risk-Trial Offer'.
- For the next 10-20 seconds: Show some simple Client quotes/testimonials (perhaps gotten from emails).
- For the next 20 seconds: Showcase your Key Benefits/Fixes.
- For the final 5-10 seconds: A Call To Action (remind them what they should do next).

Call or Message for a free conversation!
... we don't need card details or anything else, simply get-in-touch for some instant FREE advice!  No catches ... we just know that in helping you, we simply 'might' win you as a customer. 😉

YOU ARE LIKE EVERYONE ELSE (to an extent)
It is likely you won't take the time to solely digest this article; and there inlies the common issue for most struggling businesses ... FOCUS!

Today, I found myself helping a Business Owner by having to deliver some hard truths ... the reason for your business struggles is: "your inability to apply & commit" - fortunately they're hearing me out, though I'm sure it's hard for them to hear and accept what I'm saying.

ACTION
It's a common story in marketing, that to get good or great results you have to know who to target, what to action, where and how - Once you know the answers to this you have to er ... action them!

THE STORY
After months of helping an American Retail Business, I still find myself chasing them, trying to get them to action what I've taught them and to use what I've put-in-place for them.

Lacking clarity with much of their business, this store owner has monthly overheads of $3,000+ - YES, that's 'PER MONTH' and before any profit or personal income can be made !

LOGGING FOOTFALL inc.BARRIERS TO SALE
We've discussed so many metrics and Sales activities, however, we're now looking at Logging Visitor numbers each day with a focus on knowing why each one didn't lead to a sale.

Despite the $100's shelled out on various softwares, they don't know their visitor DAILY FACTS:

1. How many visit during what hours of the day?
2. How much do they spend?
3. What demographic are they? what were they seeking?
4. What were the problems that lead to them leaving without buying.

WHAT WE DID - HOW TO TRACK FOOTFALL aka.FOOT TRAFFIC
In a nutshell... you can use a Web Form - as I've produced for this Client and others before them.

I've built a Web Form which automajically writes to a Spreadsheet and that spreadsheet even includes a Dashboard Visualisation which allows the Business Owner to see at a Glance where the problems lay along with any trends in the day-to-day visitor scenario.

I call it a "Visitor Log Form".  Here's what I did:

• I spent much time (several hours) researching the best metrics to collect.
  • From automated Date & Time stamp to pre-populated fields like: Visit Duration, Estimated-Age and more.
  • The form also includes fields that collects insights for Barriers to Sale (why there wasn't a Sale), Ideas & Improvements fields and more!!
• I spent much time (hours) ensuring the Form is: Fast, Simple yet Insightful.
  • via well-thought-out questions & with rapid, multiple choice, pre-thought-out Answers
  • From automated Date & Time stamps, pre-populated fields like: Visit Duration, Estimated-Age and more. A Barriers to Sale field (why there wasn't a Sale), Ideas/Improvements field and more!!
  • It's all collated into an Online Google Spreadsheet.

WHAT HAPPENED?
The Client loves the form!  BUT... they don't use the form as much as I've asked them to, 30% of the day gets recorded.  It's not because our Form is difficult (several questions taking max.20 - 40seconds), it's because as with all of us Business Owners we take tangents (aka.Phonecalls, Life Events), we lose focus, we lack consistency (Staff Training) etc.

A FIX FOR THE FIX - PRODUCE A CUSTOMER SURVEY FORM
In the likely event you are like my Client ie.You suffer the same 'Inability to Apply' (that is, you're not using the Form enough), then: get your Visitor to do it - but it requires a different form suitable for Visitors eyes!

Produce the Visitor Survey Form (as we have) + Batch purchase a reward (eg.Candy bars), tell EACH visitor that they get a Candy Bar reward in exchange for filling-in a simple Visitor Survey Form (the separate Form intended for Customer Use, rather than the Log Form mentioned above intended for Staff use).


IN CONCLUSION: The Takeaway for you - The Business Owner / Decision Maker
Regardless of what you think you know, or what facilities or systems you've put in place, you have to use them!  Don't be like the majority of Businesses: Struggling due to lack of action!

If you're interested in my Visitor Tracking Form (Visitor Log for Staff + Survey Form for Visitors), I can produce both for you and linked Spreadsheets for you for a relatively Small Fee (nowhere near the price of Softwares out there).  By all means contact me and I'll be glad to help you.

Steve Walters
Director, Marketing and Business Advice
00 +44 844 824 61 51

ABOUT STEVE WALTERS: 
A consultant in WebTech, Marketing and Business Advice since 1995. Running my own UK based Consultancy since 2008. I help companies of all sizes and shapes: from 1-man-bands to Multi-Million turnover companies on the London Stock Exchange, most of my Clients are in England, some in the USA and a handful locally in Swansea, South Wales.  I love helping people, I excel at innovation and creative problem solving and I don't mind tech too much.

​Many of our Client's fail to execute this one thing very well:  Underpin their Value ... and that always results in Price Wars > Which results in less Conversion Rate (less enquiries or sales per 100 visits).

​ON THIS PAGE: 

1. A Simple 3 Step Formulae - focus on Value and limit Price as a determing factor.
2. 2 Example Case Studies - Service sector and Trade sector.
3. Tips on Actioning the Formulae - 3 reasons people fail at communicating Value.

Mouse-over these images to get you thinking!

... albeit brief; the following key points ensure how you avoid pricing pitfalls and convince the buyer by communicating 'Value' - and charge your worth (often more £ than your competitors).

1. Postpone the Pricing Conversation
   1. Explain that a pre-assesment is ALWAYS the best way forward, for the right plan & pricing.
   2. If pushed, you should be able to give some kind of price range. Refer back to 'offering to look at their job' either for free, or if complex at a price - perhaps refundable upon engagement of said job.
   3. Explain other higher value packages that you offer (bigger jobs with better value); and possibly as Spread Payments (eg.They pay monthly and upon full balance you commence work).
      
      
2.  Quickly steer conversation to Value & Benefits (extroardinary benefits).
   1. What do you do differently to others that your prospect is likely to speak with?
   2. Does your equipment differ?  Does your service differ? (flexibility etc) 
      
      
3. Educate your prospect (be it over the phone, website or in person).
   ... often, we buy something from someone because we believe in them. Do the following to win confidence from your prospect ...
   1. Teach them something they probably don't know about their problem or reason for enquiry.
   2. Explain a couple of similar situations you've come across and what your fix or result was.
   3. Explain some great aspects to you, your characteristics, your trustworthy background.
4. Ensure a Clear & No-Risk Next Step.
   ... Don't leave a conversation open based on price, be sure to send or give this person a simple next step should they wish to proceed (it's yet another 'something' that you're competitors likely aren't doing). 

IN SUMMARY
Be it on the phone or in person, tell the buyer:

1. It's important to thoroughly understand a job to get the best result and to avoid problems.
2. How you differ from others they'll speak with.
3. And teach them something they should know about their issue to hand.

Most business owners or decision makers fail to do the above because they don't do the following...

1. Make time to Get clear on what the above points are for your business, product or service.
   ... eg.Take a couple of hours (seriously) and make some notes, so you are clear on what you'll try in your next prospect conversation.
2. Prepare a Webpage, Flyer or even an E-mail Template that clearly encompasses the above (tailored to your offering obviously).
3. Be open-minded to trying something different with your businesss - try changing 'What you do' and 'How you do it' (eg.Try a new flexible approach to payments etc).

We'd love to hear from you: Get in touch(or comment below) if you want to discuss the above, anything else to do with your business, or even your personal mindset on getting things done!