“Reason Why” Marketing and Perry Marshall Turns 40
If you have been marketing online for any length of time, you will have heard of Google Adwords and you will likely be familiar with the name Perry Marshall. I actually worked with Perry on a project a number of years ago and have kept an eye on him since then. Why? Because I can relate to him, he is genuine and he really puts out good quality information. He knows his stuff.
But.
This article isn’t about Perry Marshall. It is about “reason why” marketing. Now “reason why” marketing is basically running an ad, promotion or sale and then justifying it with a “why”. See, it is a proven fact that people will take action and be more co-operative if you give them a reason to. It is almost as though there is a purpose behind it now and they need to get on board with what is happening.
For example, today is Perry Marshall’s birthday. He turns 40 today. Why do we care? Well, actually we don’t! But that didn’t stop Perry from running a promotion. In fact, he has been running promotions for the past week and a half leading up to today. All this week there have been special teleseminars with esteemed guests. Yesterday an email went out to the list indicating that all materials were 15% off until tonight. There are a few teleseminars today. All because it is his birthday!
Well, actually, it is because Perry wanted to do a promo and he used his birthday as an excuse!
You see, none of us actually cares when his birthday is or that he is turning 40. But, he has made it into an event! A marketing marathon. You can’t help but get caught up in the excitement. I am checking schedules to see who is talking and when. Rearranging my day so that I can be at the phone at the right time to call in. In fact, i am even using that excitement to create this post on my blog. For you see, the fact that Perry was using “reason why” marketing to have this promo was good enough reason why I am writing. That is the point. The reason can even be a stupid one. But if you do something big and then offer a reason for it, you are more likely to get a positive response.
Thanks for reading.
Happy Birthday Perry 
Tags: article marketing, Jonathan Hook, internet marketing, internet marketing tips, affiliate marketing
A Big Fish In A Little Pond
Everybody wants to be somebody. Most people want to be somebody big!
When it comes to your business, it is important to establish yourself as an expert. Someone that can be trusted, someone who carries authority on your subject. Often times this “status” is achieved by publishing good information that is comprehensive and of quality and value.
The big mistake that people make is that they want to be a big expert and that spot is not so easily taken. When you are looking for “expert status” in your business or marketplace, it is best to limit the size of your niche and become the big expert there. For example, you may become a big expert in a narrower sub-niche of a broader niche, you could focus on a specific geographical area, there are a few ways you can limit yourself. What happens here is that as you limit your niche more and more, there are fewer people running for “expert status” in that arena so it is easier to stand out in that crowd. Very quickly can one become a big player in a smaller crowd. Once you achieve this, then you already have people looking up to you and requesting your input and advice. Then you have credibility and can focus on expanding the size of your niche. Do it at a speed which allows you to maintain “expert status”, and you are on your way to becoming a big expert.
Tags: website optimization, article marketing, internet marketing, internet marketing tips, Jonathan Hook
Different Mediums, Different Markets
I have been looking more lately into publishing my content in different formats. Some people do this already, others have not thought of it. We have been taught to get a website set up, drive traffic to it, capture emails, build a list, follow up, make the sale. And that works, many people are successfully doing it.
There can be more to consider. Are you also putting out content via podcasts? Are you also putting out content via video? Many people are not. Why?
Well, some people haven’t thought of it, others don’t know how and haven’t learned yet, others see it as a barrier to publishing content at all. Whatever your reason, I encourage you to look into it – for a couple of reasons.
1. The more content you can put out in different mediums, the more people you will reach. Why? Quite simply, different people learn in different ways. Some people like to read (web, email), others like to watch video and others prefer to listen. By only using one medium, you are assuming that all your people prefer to get their information in that format.
2. There are many more people in the world with wireless devices than with internet access, so by publishing in more formats, you are able to get into say podcast directories or video directories and so on. You open up your information to people who can’t otherwise get it.
It has been predicted by some people in the know that in the not to distant future, we will start to see a separation of the computer from the internet. This means that people will use the infrastructure of the internet but not from their computers. You can already access certain things from mobile phone or ipod, there are tv-like units that have access to certain parts of the internet and so on. More is coming our way on this.
I would encourage you to think for a minute on how you would run your business if your clients didn’t have a computer. Could they get your information via podcast or RSS? Can they call you to place an order? Do you mail them something in the mail for follow up? This will expand your opportunities many times over.
Tags: Jonathan Hook, website optimization, affiliate marketing, niche marketing, article marketing
The Difference Between Features And Benefits
A common mistake made by many inexperienced copywriters is to focus too much on a product’s features and not enough on the benefits it provides.
While features are important and should be mentioned, if you want consumers to take out their wallets and hand over their hard-earned money you need to convince them of the benefits your product offers.
What’s the difference?
- A feature is simply a characteristic of a product.
- A benefit explains what the customer has to gain by using the product.
- Anyone can make a list of a product’s features. But it takes a bit of work to convert each of those features into benefits.
- A handy trick you can use is to add the phrase “which means…” to the end of each feature.
- A feature of a razor blade for women could be that it has 3 blades. That in itself is unlikely to win many sales because it means nothing to most people. But add the phrase “which means you’ll have smooth and sexy legs” and women will know exactly what they will gain when they buy it.
Let’s look at a few more examples of benefits vs features:
A Car
- Feature – All wheel drive
.
- Benefit – You are less likely to get stuck in the snow.
- Feature – Gets more miles per gallon than competitors.
- Benefit – You’ll save money on gas.
- Feature – Side-impact airbags.
- Benefit – Your family will be safe in an accident.
A DVD Recorder
- Feature – Time shift recording lets you pause live TV.
- Benefit – You will never miss a second of your favorite show.
A Pair of Boots
- Feature – Waterproof.
- Benefit – Your feet stay warm and dry.
Not long ago I was stopped at a red light, and as I looked at the van in front of me I saw the perfect example of focusing on benefits over features. The van belonged to a small handyman business that does small jobs in several neighboring towns.
On the back of the van was a simple drawing of a man carrying a small child on his shoulders. Underneath it read, “We’ll take care of the little problems, so you have time for more important things.”
As a parent who struggles to find every minute I can with my family, that simple bit of copy struck a nerve.
Rather than listing the various types of projects they specialize in (which I would never bother reading), they tapped into a common problem (finding time for the family) and offered a solution.
Sure, I could power wash my house, clean my yard, and paint my garage myself. But if I hire these guys to do it I can spend more time with my kids.
Brilliant!
Remember, always focus on benefits. Show customers how your product solves their problems or makes their lives better and they’ll line up to buy from you.
Tags: affiliate marketing, internet marketing tips, website optimization, niche marketing, article marketing