How To Use Your Website as a

First, Definitions

How do YOU Define Marketing?

Marketing: Tools and Tactics that

Value Proposition:
Proposing that a Product or Service is worth more than the money in my pocket.

How do YOU define your Website?

How does your IDEAL PROSPECT define your website?

This Gap can tell you

Lists of 5

NOT Exhaustive

5 Things You Want Your Site To Do

• Inform
• Sell
• Define into Baskets
• Tell your story
• Define what makes you unique

What 5 Things your PROSPECT wants

• Educate - What DON'T I know?
• Give me all the info
• Show me where to go
• Help me make a good decision
• Show me others like me you've helped

FRAMEWORK: "Since I UNDERSTAND X,

Since I understand that the narrower my

I will build a succession of

ASK FOR THE SALE

Most websites never do.

You're selling:

• Fill out contact form
• Call
• Answer Poll question
• Tell us why you didn't buy
• Actual purchase (more rare, but don't fear it)

Do you fear "IT"?

OFFLINE OR ONLINE

Marketing:
The exposure of your Core Ideas

What are your Core Ideas?
Hint: Limit to 3-5, no one can absorb more

When a Purchase happens, your Buyer is "Fellowshipping" with one or more of your Core Ideas

Your Core Idea(s) can't be "We sell this stuff and that stuff"

But Instead:

"We believe in a, therefore we only do b, and love giving that to our customers"

"We provide the best x service, based on a unique, proprietary process, makes your life better by doing y for you"

"I live here, I give here"

People don't buy Things, they buy States: state of being stress free, happy, fulfilled, etc...

Your Product/Service supplies some state, and that's what your customer buys

"We sell (x state)" = Core Idea

Your Marketing then exposes that/those ideas to prospects, in this case, on your website

Your website should take your customer from one idea to another, becoming more specific as you go

Blogging Framework

• 5 Tips about Core idea #1
• 5 problems that Core Idea #2 fixes
• 5 fears that Core Idea #3 protects you from
• 5 things going on in the world about Core Idea #1
• 5 ways this industry news event affects Core Idea #2

Your Customer has to perceive a path to purchase. Does your website have one?

Path Example:

• I have a problem
• I search Google
• Your site comes up, I click
• The first thing I read from that click should address my problem
• Same page should have my next step

Your entire website MUST OBEY this process

CALL TO ACTION IS INDISPENSABLE!

INESCAPABLE RULE #1:
The bigger the problem you solve, the easier your sales process will be

INESCAPABLE RULE #2:
The closer your "solution" is to a commodity, the harder your sales process will be

Be as Unique as Possible; Solve Big Problems

Don't be afraid to abandon a bad idea - Every. Successful. Person. Has.

Kyle Bailey 512-876-9111