I surveyed two websites today to see if they could pass the
Brain-Sticky Litmus Test: a coach’s and a nutritionist’s.
They each did some things “right”: they had opt-ins
“above the fold” (viewable before one scrolls down).
One had the option to “like” her Facebook fanpage on
the right, above the fold, too, and the ability to subscribe
to her RSS feed. Very good.
Another opened her copy by asking questions of the
reader right away–excellent form. And she listed some
of the concerns that she treats.
But there were problems, too.
I noticed that neither of them had a definable target market.
As such, their copy was broad, vague and, well, not Brain-
Sticky. It was, in fact, Brain-Antagonistic–it shut off the
brain’s natural tendency to be alert to something new. I
had to read their copy because it was my job today; but
would others?
So, I urged them both to settle on a sliver-population target
market. Why? For 3 reasons: 1. It streamlines your efforts.
You know where to go to find them. But I’m a communications
expert, so I’m concerned with reasons 2 and 3:
2. Your marketing messages become very intimate because
you are speaking to a specific group whose problems you
know intimately; whose desires you can articulate better than
they can. This is the key to selling effectively! Intimate copy.
3. Knowing the problems and desires of this narrow market,
you can create your programs around them. In fact, you
MUST create your programs and info-products around your
(sliver-population) market.
We’ll see if they take my advice on this. 95% of students and
clients do the “target market squirm”–where they fight to the
death to keep their wide audience because they’d “get bored”
with a narrow market, or they’re afraid of losing business with
a smaller market. I know. I’ve heard it hundreds of times. The
most successful get a narrow market.
NEXT…I suggested to both of them that they switch the way
they position their opt-in–the offer that invites someone
to sign in for their newsletter. As I said on the call, giving out
email addresses these days is akin to purchasing something–it
carries that kind of weight. So, what you’re giving them had
better be VALUABLE. Here’s what’s NOT valuable:
“Sign in for my monthly newsletter“; or “Sign in to get
weekly updates from us,”etc. What’s valuable is a PRODUCT.
One person today had a product–a tip-sheet of some sort.
BUT she was seducing people with “a free newsletter” instead
of with the tip sheet. The other website didn’t have any product
at all–not an ebook, or special report, or audio program. So, I
told her to get one–and then to highlight THAT as the reason to
opt-in…rather than a free newsletter. You must always
*mention* that subscribers will be put on your newsletter list,
but that can and should be in the smaller print. The big print
should highlight the GIFT you’re giving them, and a newsletter
is NOT a gift–not anymore.
I was pleased to see that the nutritionist had gathered her
services into “programs,” with beginning and endings. But
her “identity” was scattered. She did a lot of things. The brain
needs to grasp a new concept quickly, or it quickly moves on.
I didn’t know clearly what she did–what single problem she
solved, for instance, and urged her to carve out a single-identity
and present it boldly.
Today, Wednesday, I’m critiquing 2 more businesses. I have
openings for an additional two, to be critiqued next week. If
you’d like to see how your business passes the Brain-Sticky
Litmus Test, be sure to sign up at
www.inspiredleadershiptraining.com/15min.
And register there if you just want to listen in, too. Send
friends and colleagues here who may want to take
advantage of this opportunity. This is valuable information
–and it’s free!