Blog posts

I know I’m still around (I think, therefore I am) and still in business (I owe, therefore I’m still in business), but how do others know I am?

A client of many years recently told me he didn’t know I was still in business. After the last several years, many businesses sadly aren’t. It’s hard to know who is and isn’t, even from looking at a website.

If you are at all like me, you may get so caught up in the day to day that it’s easy to forget that your older potential clients and clients with whom you haven’t been…

Seriously? Seriously. . .
A website is the new low bar price of credibility
Just as the yellow pages was once the way people knew you were serious about your business and not a fly-by-night, your website is now the new low bar for any credibility.
It’s is the best way to introduce prospective customers or clients to your business and let them know what you or your services are all about.
In good marketing, your website is Rome and all roads (meaning all your other marketing) should lead to it.

The reason is that your website allows you the opportunity to:

answer questions, even the…

There are two areas of fear your customer has that you need to know and understand:

What is the concern that is urging your customer to seek you out, make a change, look for a solution?
For example, a prospective chiropractic client with back pain’s fear it that it might be something serious or might get worse may propel them to seek care.Not so obviously, suppose the same client has a pain in the neck or finger tingling. This client may not know a chiropractor even treats this.
What fears does your customer have that stand as obstacles to contacting you or…

OK, it’s just easier to sell umbrellas when it’s raining. It’s easier to sell them in England than the Sahara (unless to block the desert sun). The more you know about what your client needs, the easier it will be to sell them your product or services.
Advantages to Learning what Your Client Needs

You may discover things you had not thought of that your client needs and you can provide.
The terms your client uses to describe their concerns may be completely different than the words you use. Choosing keywords relies on knowing the terms your client uses.
Sometimes, what most concerns your client is  something you can actually help…

It doesn’t matter if you get traffic to your beautiful, well-functioning website if the content doesn’t engage your potential customer or client in a way which is meaningful to them. You can’t engage them if you don’t know who is your customer. In this miniseries, I am going to focus on the sadly much overlooked CONTENT aspect of the website. While most marketing is careful about the content, websites sometimes aren’t.

The first and most important aspect of any marketing is to know who is your customer. Effective content feels as if it’s written to address the potential client individually. No…