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Discover business success tips, free offers, and business building resources to help you profit online and off.
(c) Online Exchange Edition September 27, 1999
From the Creators of The OnLine Exchange E-Zine.....
Welcome to the latest edition of The Online Exchange Ezine.
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~ Feature Article * INTERNET MARKETING MEDICINE!
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FEATURE ARTICLE*
INTERNET MARKETING MEDICINE!
By Dr. Michel Fortin, Ph.D.
In today's world, it is an understatement to say that we are constantly bombarded with information of nuclear proportions. The
roles of both the consumer and the entrepreneur have become so immensely challenging that choosing a business to buy from - let
alone being and remaining in business - has become a dizzying process. Therefore, how do you survive, let alone thrive, in
today's explosive hyper-competitive marketplace, especially on the Internet?
Unfortunately, many businesses are still marketing themselves with old-style, "knock-until-you-drop" institutional marketing
approaches - the kind that says "I'm open for business." The web is certainly not immune to this practice. However, these methods
no longer work, or at least not as effectively as they used to, and certainly not on the web!
For instance, a portion of my clientele have websites that produce little or no traffic, while others successfully attract
tremendous amounts of traffic, but generate little business. Online or offline, the key is not to advertise that you are "in"
business but that you are "the" business of choice. Where people used to ask "Why should I buy this product or service?" today,
that question has changed to "Why should I buy this product or service FROM YOU?" Simply put, today's consumer will choose one
company over another because the perceived value in that choice is greater.
This is a particularly important marketing lesson to learn when doing business on the Internet. The web is so full of "raw" data
that people no longer have the time to sift through all the information that is thrown at them - let alone the time to shop
around for the best product from the best company at the best price. They usually make a decision based on the kind of
information that instantly communicates a specific benefit; one in which there is an implicit added value in making the purchase.
Getting traffic to your site is one thing, but getting that traffic to actually buy from you is another. So, how can a
company communicate that it is "the" business of choice? How can it give the kind of information that will get people to buy what
it has to offer and do so effortlessly, especially in a hyper-competitive world? The answer is through positioning.
TOP-OF-MIND AWARENESS
In today's world of hyper-competition, top-of-mind awareness is the most effectively provocative form of marketing now available.
The idea is to create, within the subconscious minds of prospects, a psychological "anchor" that causes people to choose,
when a need presents itself, one company over another, instantaneously.
Ultimately, the goal is to market your business in specific ways so that the name, location (URL), product, or service stays at
the top of your prospects' minds at all times. I call this Miracle-Making Marketing. In other words, since people no longer
have the time to shop around, when they do have a certain need, they will go to (or search for) the company or site that happens
to be at the top of their minds at that very moment.
Ries and Trout, authors of the bestsellers "Positioning" and "The 22 Immutable Laws of Marketing," state what I believe to be the
most powerful notion in the world of business... that marketing is a battle of perceptions, not products. In fact, marketing is
all about perception. You don't need to be the best company offering the best product or service at the best price in order
to be the best. As long as people perceive you to be the best, you have the upper hand.
However, here's the caveat. People want the best and that has never changed. But if you outright state that you are the best,
you then place yourself in a very fragile position, for people will think that you're either bluffing or exaggerating. As an old
mentor of mine once said, "Implication is more powerful than specification." If your marketing implies that you are the best
without utterly claiming it, people will then perceive you as being the best and you will thus gain a winning edge over your
competition. In essence, top-of-mind awareness marketing is to win the battle for your clients' mind and not their money.
Now, there are many steps that you can follow in order to achieve top-of-mind awareness, but this deserves a book entirely on its
own. So, let me share just one of them with you, which is the first and most important step in Miracle-Making Marketing:
PACKAGING NAMES.
Does the name of your business, website, product, or service intrinsically reflect the result or benefit of that which you
provide? It should. I am astounded to see many businesses today that are still called by ordinary or blatantly unappealing names,
such as acronyms like "MGF Technologies, Inc." I agree that some
businesses may have notable or even "catchy" names. But if they don't create top-of-mind awareness, they won't create more
business.
Consider this example:
Which investment company would come immediately to mind if you were in the market for one: "John Smith Investments" or "Wealth
Wise, Inc."?
What about "John Smith, Accountant" or "A Knack with Knumbers"?
Would you choose "JSI Brokers" or "Money Mastery"?
You see, your package is extremely important in order to position (or anchor) yourself in the minds of your prospects. If your name
does not tell people who you are and what advantage people have in choosing you (i.e., the added value you bring to the table),
consider changing your name, especially to a brand name that
reflects the benefits of choosing your firm.
The same goes for your website (domain) name. I've recently registered mine as "success-doctor.com," but for now it's
members.home.net/mfortin. Nevertheless, you should do the same for your own, but don't stop there. Choose a name that
communicates your unique competitive edge and does so effectively and efficiently. While your domain name may or may not be the
same as your business name, as long as it follows the above rule, you're in the game.
Today, with the very limited time people have, many of them would love to skip the hassle and inconvenience of sifting through
hundreds of search engine results in order to get to that one company that offers exactly what they want. If they've heard of
your business and want to know more, many will attempt a to go directly to your site by typing in a URL similar to your business
name before trying a search engine. However, if they do have to resort to one, their search will be much more simplified if your
name conveys a specific, unique, and direct benefit.
TAG-LINES
Another tip is to add tag-lines to your business, domain, and product/service names. A tag-line is a small sentence, preferably
five words or less, that says all that you are in one single swoop. I'm sure you've heard of "The Midas Touch," "Kills Bugs
Dead", "Quality is Job #1," or "You deserve a break today." These are tag-lines and more than likely you know from which company
they derive. Tag-lines are extremely effective, particularly in casting an aura of superiority or exclusivity and doing so
without stating it outright. They usually complement your business or domain name and help to anchor it in people's minds
more effectively.
Tag-lines are particularly beneficial when you are a small company, self-employed, running a home-based business, or limited
in making claims due to the type of industry in which you operate. Through a brand name, and especially through a tag-line,
you can create the perception of superiority and anchor yourself quite effectively in the minds of prospective clients.
Here are some examples:
Rather than saying "John Smith, Business Etiquette Consultant,"
say "John Smith, Where Protocol Meets Profits."
Instead of saying "Jane Smith, Graphic Designer," say "Jane
Smith, Great Graphics Guaranteed."
Rather than saying "John Doe, Fashion Consultant," say "John Doe,
Flat-Out Fabulous Fashions."
You get the picture.
Additionally, tag-lines can usually be incorporated as metatags on your site or become part of the keyword library that is
included in a search engine's URL submission. Remember that the more top-of-mind awareness it creates, the more simple the search
for your site becomes. In other words, think benefits.
For instance, if you were to put two products from two separate companies side by side, two products that are of the same type,
quality, and price, which one would you buy? Naturally, you would have a tendency to choose the one whose package is such that it
makes the product appear as if there is more value added to the purchase.
This added value may be in the form of a guarantee, lower price, better quality, additional features, faster results, etc.
Essentially, put a special name and possibly a tag-line on your product or service that communicates this added value. If your
product seems ordinary, or is similar to that of your competitor's, make it extraordinary through its name. A typical,
or even nameless, product or service may be easier to sell when face-to-face with a consumer.
But in cyberspace the lack of human interaction takes away the emotional element in the sale, as well as the ability to overcome
objections. Therefore, a name must communicate that emotion. By doing so, it positions the product or service in the prospect's
mind and empowers him to buy.
The object of packaging is not to claim superiority or to make yourself "look good," but to turn the assumed into the assured in
people's minds (i.e., to make their choice a simpler and more confident one).
For instance, most mechanics or garages offer free estimates these days. Not only do people assume that most of them do, they
also expect it. This seemingly ordinary service has become but an intellectual cliché.
However, let's say you've heard of a garage offering "Free Fee Finders" or "No Guesstimate Estimates," or one whose tag-line
says "Where Estimates and Smiles are Free." Now, if you had to choose a mechanic and do so in a hurry, and you specifically
wanted one that offers free estimates, would you go to one you think offers free estimates, or to one you know does?
EVERYBODY CAN DO IT
This process is amazingly simple yet so remarkably effective. If people don't have to assume that your company, website, product,
or service offers a certain benefit, or in other words if you take the guess work out your prospects' decision, you instantly
place yourself head and shoulders above your competition. You might think this process is a little silly or even meaningless,
but people have made fortunes by simply packaging ordinary companies or products
- even those that are identical to that of their competition
- a little differently. Remember the "pet rock"?
In my consulting practice, I hear this "silliness" objection time and time again and especially with doctors. But I say that the
above techniques can be applied even in these situations.
For instance, a dentist offers traditional general anesthesia and nitrous oxide (laughing gas) sedation in order to make the
process of dental work a pleasant and more comfortable experience. Many if not all dentists in her area offer the very
same thing. However, she markets it with two simple words: "Dream Dentistry." 'Nuff said.
In essence, in today's hyper-competitive and hyper-informed world, top-of-mind-awareness is probably the best marketing tool
now available. Through packaging, an ordinary company, site, product, or service can become irresistibly compelling. This is
what I call "Crazy Glue for the Mind." So, make the ordinary extraordinary. Make yourself outstanding by making yourself stand
out!
----------
Michel Fortin, Ph.D. is THE SUCCESS DOCTOR™, an award-winning business development consultant, speaker, copywriter, and
marketer. Visit his site at http://members.home.net/mfortin
mailto:success-doctor@home.com?subject=mm2000article
Thank You, Dr. Fortin!
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HOT Tip of the Week*
SELECTING THE RIGHT DOMAIN NAME FOR MAXIMUM WEB TRAFFIC, By Marty Foley.
Especially if you consider that your web address is the world's link to you and your business, getting your own
domain name (such as www.yourcompanyname.com) is an important issue to consider.
NOT getting your own domain name can cost you more than you may realize. As I've mentioned previously,
domain ownership gives you significant benefits. To briefly recap, your own domain, among other things: 1) gives
exclusivity; 2) adds credibility; 3) allows mobility; 4) avoids loss of marketing momentum. For such reasons (and more)
getting a domain name is a smart business move for serious web marketers; well worth the nominal investment
of $50.00 per year.
What's In a Domain Name?
A poorly selected domain name won't give you the maximum benefits that a well chosen one can, so don't
hastily grab the first available name that tickles your fancy. Take some time to give domain name selection some
serious thought. Start by brainstorming a list of possible names. (The end
of this article shows how to check on the availability of domain names.) As you scrutinize a potential domain
name, keep the following points in mind.
A good domain name:
Since the most basic (but often overlooked) web traffic
building campaign should include promoting your web address through every means you already have in place for
reaching your prospects and customers, it should be easily conveyed in any format, printed or otherwise (on
your stationery, in your catalog, on your product packaging, in your voice mail messages, in your signature file at the
end of your email messages, etc.). If your domain name is not easy to convey and easy to
remember, you'll lose traffic. And you want it to be easy for others to spread the word about your web site. Simplicity
will help avoid things getting lost in translation. Before I acquired ProfitInfo.com as my domain, my web
address was neither easily conveyed, nor easily remembered. Even when the old web address was spelled
out in printed format, some people couldn't access the site when they confused the tilde character that it contained
( ~ ) with a hyphen ( - ). What's more, trying to explain to someone what the little-known tilde character is over the
phone was awkward and time consuming. Now it's so easy to invite people to my site by saying something like: "Feel
free to stop by my website at ProfitInfo.com for more helpful business resources."
Prospective visitors won't always have your web address
spelled out in front of them. They may try to visit your site from memory. Now you may be a whiz at spelling, but not
everyone that visits your site is. If they misspell or otherwise confuse your domain name, they won't be able
to access your site. They might even end up accessing a competing domain! Simplicity is the rule.
Suppose you find a more lucrative direction for your web
site to take, other than what you had originally intended, or want to diversify by adding a variety of related products
and services. A good domain name will be broad enough to allow for such diversity.
If you want maximum traffic to your web site, make sure your domain name is easy to convey, easy to remember
(in all formats), not easily misspelled or confusing, fits the theme or purpose of your site, yet is broad enough to allow
for future diversity. It's been estimated that domain names are being snatched
up at a rate of about a million per year, so they're going fast. If you're serious about Internet marketing, don't
procrastinate on getting your own domain name. The sooner you get one, the sooner you can start enjoying the
benefits it can bring.
You can start today by checking to see if the domain name you want is available. Just click on over to this URL:
http://www.virtualisys.com/vr/jdaniels/domain_search.html
Once you settle on a domain name, reserve it and it's yours forever. Next, get busy building your web site. For a list
of software titles that will aid you with this task, check out: http://www.bizweb2000.com/webmastr.htm
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