Okay, option number one was contextual advertising, we had a brief look at that. Option number two is something called CPA networks. You might not have ever heard of these before. CPA stands for Cost Per Action.
Okay, the first one I’m sure most of you have heard of. And that is, you might not have heard of the official name and that’s contextual advertising. But chances are reasonably good you have heard of Google AdSense before.
Now what is Google AdSense, for those of you who either haven’t heard of it or don’t know too much about it?
If you’re going to blog then one of the questions a lot of people ask is how much money can you make from it? And Darren Rowse from www.problogger.net who’s considered to be probably one of the preeminent professional bloggers in the world had a great article he wrote on his blog in November 30, 2007 entitled “How Much Money Do Bloggers Earn Blogging?”
Now, what I want to do is I want to show you an example of something that I actually did myself recently. Now, I had to have new business cards just designed recently for my business, and I want to show you an example of the compelling offer I made, just that alone. So I’ve gone to: the website is clickbusinesscards.com.
Step six: find a way to get your brochure, flyer, postcard, business card, or whatever, into the hands of your ideal target prospects. Let me give you a tip: if you sell a specialist product, do not rent a plane, stuff a sack full of your brochures, fly across the city, and dump the brochures out, hoping that you’ll find a million customers that way. That’s just dumb. You want to find a way to get them into the hands of your ideal prospect. And it varies from person to person.
So now, let’s move on to step five. Once you’ve got all of your copy and your offer and all of that stuff sorted, then you can have it formatted into a brochure, a flyer, postcard, business card, or whatever, and then go and get them printed. And look, printers: there’s so many out there. You don’t have to spend a fortune. Do not go for the mega‑expensive, fancy‑‑unless that’s your market. Try something basic. You don’t have to spend a fortune having this done.
So the next point for us is you’ve got your compelling offer, now write your sales copy and it could be ‑‑ if it is a business card, you may not write too much. If it is a brochure, it depends on how many pages, I don’t know whether you are doing front and back and that sort of stuff. Try not to waste a page with just graphics, all right? You want to maximize the opportunity to present your message to people, so it is nice to have graphics on it to make it look good and professional, but you want to take a chance to put plenty of information on that.
I’m going to teach you how to build website traffic using offline marketing mediums, such as brochures, flyers, business cards, that sort of stuff, because, guess what, folks: if you’ve got your website address and/or your email address on a printed item, you can get traffic from it. If someone likes what it says on that item, they may just go to their computer and type in your web address and come look at you. So you want to plan for that.
I was speaking to a client on the phone the other day, and he expressed his disappointment that the small test Google AdWords campaign I had run for his website had not resulted in any sales.
He sells an industrial cleaning machine that retails for approx $7000, and the 10-20 leads we had generated using AdWords had not turned into any genuine sales – mostly just people wanting the price and that was the last he heard of them.
He was left wondering what had gone wrong – why hadn’t he managed to sell a machine to anyone, and had his money been wasted?
The answers to his questions are both simple and complicated, but oh so important to any business wanting to make sales to clients… so I decided I would take a run at the topic, and at least provide a high-level overview of what I saw as the key areas where he went wrong. Continue reading
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