WEBSITE DESIGN & ONLINE MARKETING

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Example Preparation for Writing Long Sales Copy

Written by Brent Kelly on April 1st, 2008.      0 comments

Preparation – Target Customer

 

  1. 35 -65 years old
  2. Small or medium business owner, or manager (male or female).
  3. Usually work within the business, in operations or business development areas.
  4. Huge variance in annual incomes (between $30,000 and $200,000 p/a).
  5. Have very little recreation time (usually very busy, i.e., time-poor).
  6. Are very much results-focused!
  7. Generally have a “Type-A” personality.
  8. Are intrigued by the Internet, but are very likely to have been ‘burnt’ or ripped-off by a previous website company.
  9. Not convinced a website could/would generate significant extra business.
  10. Has a website that is producing no (or very few) results!
  11. Their approach/image has changed since they originally went online.
  12. Are budget-conscious.

 
 

Preparation - Benefits

 

  • Feature: E-Business Bible
  • Benefit: You will receive a reference manual with information that tells you what you need to know in order to set up and run a high performance website. You will be able to use this information to set-up a website that generates lots of new business.

 

  • Feature: Internet Consultant
  • Benefit: You will be provided with an Internet consultant who will take you through all the issues that are critical to your website’s success, and advise you on what to do. This will help you to produce a website that provides you with the best possible results.

 

  • Feature: E-business Hotline
  • Benefit: You will be able call an Internet consultant and ask them questions about your website and how to improve ‘key’ performance areas. You will be able to get ongoing advice from someone who knows what they are talking about!

 

  • Feature: Zeald E-business Suite (ZES)
  • Benefit: You will get a website system that provides all the necessary tools for you to successfully run and manage your website. 
    You will be able to manage the website content yourself; to track and process all your orders and/or enquiries; to capture relevant customer information; and to generate clear and concise reports on the performance of your website.

 

  • Feature: Clear & relevant reporting
  • Benefit: You will have access (at the click of a button) to clear and accurate reports, that highlight the key metrics that affect the performance of your website. This will help you to see how well your website is performing and work out any problem areas that need to be addressed.

 

  • Feature: Customised Form Generator
  • Benefit: You will be able to specify what information you want collected by your website. Your website will collect the specified information from your customer using a customised form. The information collected will help you make the follow-up process as efficient as possible, saving you time and money.

 

  • Feature: Customer Ordering
  • Benefit: Customers will be able to log-in to your website using their email address and password, and then view your entire catalogue, along with their own special pricing. This will reduce the amount of requests for pricing from your customer support staff.

 

  • Feature: Customer Account Management
  • Benefit: Your customers will be able to log-in to your website using their email address and a password and update their contact details, view order status, generate return material authorisation numbers (RMA), etc. This will reduce the amount of time spent by your customer support staff dealing with these issues.

 

  • Feature: Integrated Customer Database
  • Benefit: The website will capture all your customer details into a database, saving you from having to capture this information manually in an Excel spreadsheet, or some other database. It will also provide you with a valuable database that you can use to send-out further promotions and offers.

 

  • Feature: Content Management
  • Benefit: You will be able to update and change any of the content (text & pictures) within the website without any help from Zeald. This will save you time and money and will enable you to keep your website fresh and up-to-date, with minimal fuss.

 

  • Feature: Personalised Website Design
  • Benefit: Your website will be designed by a professional website designer and will incorporate all the required elements of your brand. This will keep your image consistent across everything that is seen in the marketplace– including shop, brochures, website, company car, etc.

 

  • Feature: Search Engine Friendliness
  • Benefit: Your website will be built so that it can be easily indexed by the search engines. This will enable the search engines to catalogue your website, increasing your chances of a higher ranking and increased website traffic.

 

  • Feature: Tracking of Marketing Spend
  • Benefit: You will be able to track what parts of your website promotion are producing results and how much those results are costing you. This will enable you to test and measure everything so that you are consistently improving return on your marketing dollar.

 
 

Preparation – Unique Selling Proposition

 

  • “Websites that Work!”
  • Websites that generate enquiries and/or sales
  • Websites that deliver a measurable return-on-investment.

 
 

Preparation – Customer Goals


Goal #1: Increase sales or enquiries for products or services.

Goal #2: Increase business efficiencies and customer service.

Goal #3: Increase brand recognition.


Strongest Goal: Increase sales and/or enquiries for products/services.

USP – “Websites that Work!” – this supports the strongest goal!


Strongest benefits

 

  • Feature: E-Business Bible
  • Benefit: You will receive a reference manual with information that tells you what you need to know in order to set-up a website. You will be able to use this information to set-up a website that generates lots of new business.

 

  • Feature: Internet Consultant
  • Benefit: You will be provided with an Internet consultant who will take you through all the issues that are critical to your website’s success, and advise you on what to do. This will help you to produce a website that provides you with the best possible results.

 

  • Feature: E-business Hotline
  • Benefit: You will be able to call an Internet consultant and ask them questions about your website and how to improve ‘key’ performance areas. You will be able to receive ongoing advice from someone who knows what they are talking about!

 

  • Feature: Zeald E-business Suite (ZES)
  • Benefit: You will get a website system that provides all the necessary tools for you to successfully run and manage your website.

 
You will be able to manage the website content yourself; to track and process all your orders and/or enquiries; to capture relevant customer information; and to generate clear and concise reports on the performance of your website.
 

Preparation – Primary & Secondary Objectives


Primary objective: Visitor to register for a free, one-hour Internet consultation.

Secondary objective: None at this stage


See the Final Result

Topics: Persuasion
 

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Zeald was formed in 2001 by three young guys from the small New Zealand town of Mangawhai Heads. Now, Zeald is the largest website design and digital marketing agency in New Zealand and has recently made moves into Australia. This is the Zeald story …

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