And,
incidentally, key external folks whose behaviors will affect
whether you will be a success in your new role as a manager.
Along the way, hopefully, you’ll not only do something
positive about the behaviors of those important external, Moving labor services
,
audiences of yours that most affect your operation, you’ll
persuade those key outside folks to your way of thinking,
then move them to take actions that allow your department,
group, division or subsidiary to succeed.

Fortunately, others have trod this path before you. Lessons
learned include this one: people act on their own perception
of the facts before them, which leads to predictable
behaviors about which something can be done. When we
create, change or reinforce that opinion by reaching,
persuading and moving-to-desired-action the very people
whose behaviors affect the organization the most, the
public relations mission is usually accomplished.

That approach lets you attend to the perceptions and
behaviors of the very people who could hold your, Moving labor services
,
professional success as a manager in their hands. And
not spend all your time with tactics like special events,
brochures, Moving labor services
, and press releases.
When your PR program goes the way you want, you
should start to see new approaches by capital givers
and specifying sources; fresh proposals for strategic
alliances and joint ventures; prospects starting to do
business with you; welcome bounces in show room
visits; rising membership applications; community
leaders beginning to seek you out; customers making
repeat purchases, not to mention politicians and legislators
viewing you as a key member of the business, non-profit
or association communities.

You are forgiven for wondering just who will perform
these labors. Perhaps an outside PR agency team? Or
people assigned to your operation? Or your own public
relations folks? No matter where they come from, they
must be committed to you and this new PR plan starting
with key audience perception monitoring.
As a, Moving labor services
, brand new manager, you need, Moving labor services
, some back and forth
with your public relations support people to be sure that
those assigned to you are clear on why it’s vital to know
how your most important outside audiences perceive your
operations, products or services.

They must accept the
reality, Moving labor services
, that perceptions almost always lead to behaviors
that can help or, Moving labor services
, hurt your operation.
When you talk with them, be clear about how you plan to
proceed, in particular how the perception monitoring and
gathering will proceed by questioning members of your
most important outside audiences. As examples, how much
do you know about our chief executive? Have you had prior
contact with us and were you, Moving labor services
, pleased with the interchange?
How much do you know about our services or products and
employees? Have you experienced problems with our people
or procedures?
It’s expensive to use professional survey firms in the
perception monitoring phases of your program.

If the
resources are there, by all means do so. But it should
also be a source of comfort to know that if the budget
is not available, your PR people are also in the perception
and behavior business and can pursue the same objective:
identify untruths, false assumptions, unfounded rumors,
inaccuracies, misconceptions and any other negative
perception that might translate into hurtful behaviors.

The worst distortions you discovered during your key
audience perception monitoring will be no match for the
right kind of PR goal. And that’s because the new goal
will probably call directly for straightening out that
dangerous misconception, or correcting that gross
inaccuracy, or stopping that potentially fatal rumor dead
in its tracks.
HOW to move forward with your new PR effort is always
challenging, especially when it comes to selecting the right
strategy to tell you, Moving labor services
, how to get where you want to be.

Keep
in mind that there are just three strategic options available to
you when it comes to handling a perception and opinion
challenge. Change existing perception, create perception
where there may be none, or reinforce, Moving labor services
, it. Since the wrong
strategy pick will taste like butterscotch sauce on your
antipasto, assure yourself that the new strategy fits
comfortably with your new public relations goal.

You
don’t want to select “change” when the facts dictate a
“reinforce” strategy.
Here’s a case where strong language can be an asset, because
someone on your PR staff must write a strong message and aim
it at members of your target audience. Obviously, crafting
action-forcing language to persuade an audience to your way
of thinking really is hard work. Which is why you need your
first-string varsity writer because s/he must create some very
special, corrective language.

Words that are not only
compelling, persuasive and believable, but clear and factual
if they are to correct something and shift perception/opinion
towards your point of view leading to the behaviors you are
targeting.
With all that a new manager has to do to get oriented to the new responsibility, you’ll be relieved that one of the less complex
jobs is selecting the communications tactics most likely to carry
your message to the attention of your target audience.

You can
do this after you check out the draft message with your PR
people for impact and persuasiveness. There are dozens of
tactics available to you. From speeches, facility tours, emails
and brochures to consumer briefings, media interviews,
newsletters, personal meetings and many others. But be sure
that the tactics you pick are known to reach folks just like your
audience members.
Another caveat, you may decide to unveil your message
before smaller meetings and presentations rather than using
higher-profile news releases.

The reason: a message’s
believability can depend on the credibility of the means
used to deliver it.
Consider it your signal to begin a second perception
monitoring session with members of your, Moving labor services
, external audience,
when the subject of progress reports arises. Many of the same
questions used in the first benchmark session can be used
again. But now, you will stay alert for signs that the problem
perception is being altered in your direction.

Also keep in mind that if your program suffers a loss
of momentum, you can always speed up things by adding
more communications tactics, and increasing their frequencies.
Brand new managers often are anxious for positive results
on their new job and, to that end, they had best worry more
about external audience behaviors than exploding out of
the gate with tactical broadsides.
Please feel free to publish this article and resource box
in your ezine, newsletter, offline publication or website.

A copy would be appreciated at bobkelly@TNI.net.
Robert A. Kelly, Moving labor services
, ฉ 2005.
Bob Kelly counsels, writes, Moving labor services
, and speaks to business, non-profit and
association managers about using the fundamental premise of public
relations to achieve their operating objectives. He has been DPR,
Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR,
Newport News Shipbuilding & Drydock Co.

; director of communi-
cations, U.S. Department of the Interior, and deputy assistant press
secretary, The White House. He holds a bachelor of science degree
from Columbia University, major in public relations.
mailto:bobkelly@TNI.net
Visit:http://www.prcommentary.com

Source: articleage.com

Of course, there are many successful global companies and leaders, but my experiences teach that they are successful not because of but in spite of their leadership activities. They may do things right; but they are not doing the global leadership things right. If they got that, teaching context clues
, leadership right, they’d be getting a lot more results.
Clearly, the, teaching context clues
, challenges of leading on a global scale are daunting.

Differences in time zones, cultures, currency dynamics can be vexing. But one thing is the same. It takes leadership for organizations to succeed – leadership that must drive results, not now and then, not ad hoc, not in patches but consistently in all cultures simultaneously.
First, let’s understand what kind of leadership is needed to achieve such success. Then I’ll give you a powerful tool to make it happen.

Leaders do nothing more important than have people get results. There are two ways for leaders to get results, order people to go from point A to point B or have the people want to go from A to B. Clearly, the latter is more effective in getting results. Today, with speed, flexibility, and teamwork being driving global competitiveness, the order-leader who tyrannizes and micro manages can’t compete against the leader who can build motivated teams to get results.

The days of the order-leader are not just numbered. They’re over. Today, leadership is motivational or its stumbling in the dark. Because in terms of achieving more results faster continually, the order is the lowest form of leadership. Here’s why: Until recently, ever since the beginning of the Industrial Revolution, the order-giving way of leadership has flourished. Order comes from a Latin root meaning “to arrange threads in a woof”.

In the Revolution’s early years, captains of industry dealt with the uneducated country folk in their factories by ordering them where, how and when to work. The most, teaching context clues
, efficient and effective production methods were created when workers were “ordered” or ranked like threads in the woof of production lines.
Refined and empowered by the Victorian culture, with its patriarchal power structure and strong links to Prussian military organization and dictates, the culture of the order-giver reached its zenith in the United States after World War II.

In the following decades, with most of the industrialized world recovering from the war, many U.S. businesses were like ocean liners plowing through relatively calm, teaching context clues
, seas, their leaders, like liner captains and mates, running, teaching context clues
, things by getting orders from superiors, giving orders to subordinates and making sure those, teaching context clues
, orders were carried out.

But with globalization, businesses worldwide are undergoing changes as radical as any since the Industrial Revolution. With competition increasing dramatically, with the volume and velocity of information multiplying, with information becoming accessible to more and more people, with the traditional, pyramidal structures of order-giving flattening, leaders today need skills akin not to ocean liner piloting but white-water canoeing.

Order leadership founders in an environment where lines of authority are dynamic, information widely disseminated, markets rapidly changing, and employees empowered. In such an environment, new leadership, motivational leadership, is needed.
In short, the leader who can “have” others get results. That means global leadership is essentially motivational leadership.
That’s the kind of leadership needed to achieve such success.

Now, here’s the tool to make that leadership happen. That tool is The Leadership Talk. Here’s what the Leadership Talk is all about.
When it comes to realizing motivational leadership around the world, there is a hierarchy of verbal persuasion. This hierarchy extends, teaching context clues
, to people everywhere, no matter what their culture, what job they hold, or what ambitions they have.

The lowest levels of the hierarchy are speeches, teaching context clues
, and presentations. They communicate information. The highest level, the most effective level is The Leadership Talk. The Leadership Talk not only communicates information. It does something much more. It establishes deep, human, emotional connections with people.
The question isn’t, “Why is this connection necessary in terms of getting organizational results?” (After, teaching context clues
, all, the answer is obvious.

), the question is, “Why is the Leadership Talk the gold standard for international leadership?”
For one thing, I’ve had top leaders in top companies worldwide applying it for more than two decades, and it simply works. It’s all about helping leaders get what, teaching context clues
, I call “more results faster, continually.” You can get those kinds of results on a global scale without the Leadership Talk.

The Leadership Talk is motivational, action-focused, results oriented anywhere it’s used.
That’s because its key process, the Three-trigger Motivational Process, is tied to universal human motivators.
I emphasize process — which is a sequence of specific steps to achieve a particular outcome — because it’s not good enough to motivate people now and then, we must do it consistently. Process promotes consistency and advances the quality, quantity, and dependability of results.

The Leadership Talk process I’m going to show you has been working for many hundreds of leaders for nearly 20 years. It’s called The Three-trigger Motivational Process. And it’s the basis of all my leadership processes.
Note that the triggers are in the form of questions. 1) DO YOU KNOW WHAT THE AUDIENCE NEEDS? (2) CAN YOU BRING DEEP BELIEF TO WHAT YOU’RE SAYING? (3) CAN YOU HAVE THE AUDIENCE TAKE RIGHT ACTION?
When facing a leadership challenge, if you say “no” to any one of these questions, you can’t give a Leadership Talk.

(1) DO YOU KNOW WHAT THE AUDIENCE NEEDS?
Winston Churchill said, “We must face the facts or they’ll stab us in the back.”
When you are trying to motivate people, the real facts are THEIR facts, their, teaching context clues
, reality.
Their reality is composed of their needs. In many cases, their needs have nothing to, teaching context clues
, do with your needs.
Most leaders don’t get this. They think that their own needs, their organization’s needs, are reality.

That’s okay if you’re into ordering. As an order leader, you only need work with your reality. You simply have to tell people to get the job done. You don’t have to know where they’re coming from. But if you want to motivate them, you must work within their reality, not yours.
I call it “playing the game in the people’s home park”. There is no other way to motivate them consistently. If you insist on playing the game in your park, you’ll be disappointed in the motivational outcome.

(2) CAN YOU BRING DEEP BELIEF TO WHAT YOU’RE SAYING?
Nobody wants to follow a leader who doesn’t believe the job can get done. If you can’t feel it, they won’t do it.
But though you yourself must “want to” when it comes to the challenge you face, your motivation isn’t the point. It’s simply a given. If you’re not motivated, you shouldn’t be leading.
Here’s the point: Can you TRANSFER your motivation to the people so they become as motivated as you are?
I call it THE MOTIVATIONAL TRANSFER, and it is one of the least understood and, teaching context clues
, most important leadership determinants of all.

There are three ways you can make the transfer happen.
* CONVEY INFORMATION. Often, this is enough to get people motivated. For instance, many people have quit smoking because of information on the harmful effects of the habit
* MAKE SENSE. To be motivated, people must understand the rationality behind your challenge. Re: smoking: People have been motivated to quit because the information connecting the activity with many kinds of diseases is absolutely compelling.

* TRANSMIT EXPERIENCE. This entails having the leader’s experience become the people’s experience. This can be the most effective method of all, for when the speaker’s experience becomes the audience’s experience, a deep, teaching context clues
, sharing of emotions and ideas, a communing, can take place.
There are plenty of presentation and speech courses devoted to the first, teaching context clues
, two methods, so I won’t talk about those.

Here’s a few thoughts on the third method. Generally speaking, humans learn in two ways: by acquiring intellectual understanding and through experience. In our schooling, the former predominates, but it is the latter which is most powerful in terms of inducing a deep sharing of emotions and ideas; for our experiences, which can be life’s teachings, often lead us to profound awareness and purposeful action.

Look back at your schooling. Was it your book learning or your experiences, your interactions with teachers and students, that you remember most? In most cases, your experiences made the most telling impressions upon you.
To transfer your motivation to others, use what I call my “defining moment” technique, which I describe fully in my book, DEFINING MOMENT: MOTIVATING PEOPLE TO TAKE ACTION.
In brief, the technique is this: Put into sharp focus a particular experience of yours then communicate that focused experience to the people by describing the physical facts that gave you the emotion.

Now, here’s the secret to the defining moment. That experience of yours must provide a lesson and that lesson is a solution to the needs of the people. Otherwise, they’ll think you’re just talking about yourself.
For the defining moment to work (i.e., for it to transfer your motivation to, teaching context clues
, them), the experience must be about them. The experience happened to you, of course.

But that experience becomes their experience when the lesson it communicates is a solution to their needs.
(3) CAN YOU HAVE THE AUDIENCE TAKE RIGHT ACTION?
Results don’t happen unless people take action. After all, it’s not what you say that’s important in your leadership communications, it’s what the people do after you have had your say.
Yet the vast, teaching context clues
, majority of leaders don’t know what action truly is.

They get people taking the wrong action at the wrong time in the wrong way for the wrong results.
A key reason for this failure is they don’t know how to deliver the all-important “leadership talk Call-to-action”.
“Call” comes from an Old English word meaning, teaching context clues
, “to shout.” A Call-to-Action is a “shout for action.” Implicit in the concept is urgency and forcefulness. But most leaders don’t deliver the most effective Calls-to-action because they make three errors regarding it.

First, they err by mistaking the Call-to-Action as an order. Within the context of The Leadership Talk, a Call-to-action is not an order. Leave, teaching context clues
, the order for the order leader.
Second, leaders err by mistaking the Call as theirs, teaching context clues
, to give. The best, teaching context clues
, Call-to-action is not the leader’s to give. It’s the people’s to give. It’s the people’s to give to themselves.

A true Call-to-action prompts people to motivate themselves to take action.
The most effective Call-to-action then is not from the leader to the people but from the people to the people themselves!
Third, they error by not priming their Call. There are two parts to the Call-to-Action, the primer and the Call itself. Most leaders omit the all-important primer.
The primer sets up the Call, which is to prompt people to motivate themselves to take action.

You yourself control the primer. The people control the Call.
The primer/Call is critical because every leadership communication situation is in essence a problem situation. There is the problem the leader has. And there is the problem the people have. In many cases, they are two different problems. But leaders get into, teaching context clues
, trouble regarding, teaching context clues
, the Call-to-action when they think it’s only one problem, mainly theirs.

For instance, a leader might be talking about the organization needing to be more productive. So, the leader talks PRODUCTIVITY.
On the other hand, the people, hearing PRODUCTIVITY, think, YOU’RE GOING TO GIVE ME MORE WORK!
If the leader thinks that productivity is the people’s problem and ignores the “more work” aspect, h/she’s Call-to-action will probably be a bust, resulting in the people avoiding committed action.

Let’s apply the primer/Call dynamic to the productivity case. The leader talks PRODUCTIVITY: but this time uses a PRIMER. The primer’s purpose is to establish a “critical confluence” – the union of your problem with the problem of the people.
In this case, the leader creates a critical confluence by couching productivity within the framework of MORE MEANINGFUL WORK.
The primer may be: LET’S GET TOGETHER AND SEE IF YOU CAN COME UP WITH AN ACTION PLAN THAT WILL ENSURE THAT THE PRODUCTIVITY GAINS YOU IDENTIFY AND EXECUTE WILL ENABLE YOU TO WORK AT WHAT’S REALLY MEANINGFUL TO YOU.

Note what we’ve done: The primer is LET’S GET TOGETHER AND SEE IF YOU CAN COME UP WITH AN ACTION PLAN.
The actual Call is from the people to themselves: LET’S INCREASE PRODUCTIVITY BY WORKING AT WHAT’S MEANINGFUL.
With that Call, the leader moves from just getting average results (YOU MUST BE MORE PRODUCTIVE: i.e., you’re going to solve MY problem) to getting great results (YOU COME UP WITH WAYS TO TIE PRODUCTIVITY INTO MEANINGFUL WORK: i.

e., you’re also going to solve your problem.)
So, here’s what the Leadership Talk Call-to-action is truly about: It’s not an order; it’s best manifested when the people give themselves the Call; and it is always primed by your creating the “critical confluence” — they’ll be solving their problem as well as yours.
The vast majority of leaders I’ve worked worldwide are hampering their careers for one simple reason: They’re giving presentations, teaching context clues
, and speeches — not leadership talks.

You have a great opportunity to turbo charge your career by recognizing the power of Leadership Talks. Before you give a Leadership Talk,, teaching context clues
, ask three basic questions. Do you know what the people need? Can you bring deep belief to what you’re saying? Can you have the people take the right action?
If you say “no” to any one of those questions you cannot give a Leadership Talk.

But the questions aren’t meant, teaching context clues
, to be stumbling blocks to your leadership but stepping stones. If you answer “no”, work on the questions until you can say, “yes”. In that way, you’ll start getting the right results in the right way on a consistent basis.
The changing global marketplace can force you to confront a world of differences in cultures, time zones, and currencies; but one thing will always remain the same, the need for great leadership to drive great results.

When you use the Leadership Talk consistently in your dealings around the world, you’ll be putting into circulation, teaching context clues
, the real gold standard that is recognized and valued everywhere.
2006 ฉ, teaching context clues
, The Filson Leadership Group, Inc. All rights reserved.
PERMISSION TO REPUBLISH: This article may be republished in newsletters and on web sites provided attribution is provided to the author, and it appears with the included copyright, resource box and live web site link.

Email notice of intent to publish is appreciated but not required: mail to: brent@actionleadership.com
The author of 23 books, Brent Filson’s recent books are, THE LEADERSHIP TALK: THE GREATEST LEADERSHIP TOOL and 101 WAYS TO GIVE GREAT LEADERSHIP TALKS. He is founder and president of The Filson Leadership Group, Inc. – and for more than 21 years has been helping leaders of top companies worldwide get audacious results.

Sign up for his free leadership e-zine and get a free white paper: “49 Ways To Turn Action Into Results,” at http://www.actionleadership.com

Source: articleage.com

Important some of these things may be, they’re not actually the, cheap psp
, core elements for success! And it’s for this reason that most people go wrong when they go online. In fact, the main factors, or decisions, that make a web site successful or not, take place long before a line of code is written, or a graphic designed or anyone puts finger to keyboard to write any copy. We list below, in order of importance, the ten things you, cheap psp
, should concentrate, cheap psp
, on if you want your e-commerce web site to be a rip-roaring success:
1.

Do Your Research
The first thing that you must remember (and this is the bit that everyone seemed to forget in Internet “Gold Rush” of 1999) is that the same business principles apply to your internet business as any other. You must: a) Have a product/service with a solid perceived need; b) you must be able to sell it at a price that is profitable and provides good value to the purchaser and; c) you must be able to reach a sufficient number of potential purchasers (and convince, cheap psp
, them to buy) to generate enough revenue to make your business viable.

And to find out that, you need to research your market. Thoroughly.
The first and most obvious thing you need to find out is the “need” factor. Note I said “perceived” need, perhaps better described as a “want”. We buy lots of things we don’t need, because mainly we think we need them. So, will people benefit from your product or service?, cheap psp
, Do you genuinely believe you can convince people they need it? To find that out, you have to ask them! But we’re not there yet: it’s one thing having a product that people, cheap psp
, do actually need, but if there are already lots of people supplying it, then you might have a problem with part b.

You are only going to be able to sell your product/service at a profit AND and a price people think represents good value if 1) Not many other people provide it or 2) yours is better (and/or cheaper – but for reasons explained later, this is not usually a good route to take). Again, you must do your research and find out before you do anything else. And finally, can you reach this market cost-efficiently and find enough people to buy from you? This is the one great strength of the Internet and e-commerce: it’s much cheaper, it’s faster and has a much wider reach that any other communications channel so far invented! But it still costs time and money, and you have to be realistic, so you need to research your market and work out if you have the time and money to reach it.

2. Work on your Strategy
OK, so now you know, hopefully, that there is a need for your product or service, that, cheap psp
, not many people offer it at the price/profit/value level that you can, and you know that thousands of people who use the internet a lot and who you know from your research can and do buy online, will want to buy it from you. So now you work on your strategy. This is key. You cannot simply say “Hey, we’ve got a great product and a big, cheap psp
, market, let’s slap up a web site and we’ll get rich!” You need to sit down and carefully work on how you’re going to do all of this.

You need to know, cheap psp
, what your goals are. If your goal is to “sell lots” you’ll sell nothing! I Guarantee it. You need to work out where your want to be in 1, 3 and 5 years time at a minimum and then work back from there. If you start with that and work back,, cheap psp
, then a lot of the pieces will fall into place. Your strategy should apply to all your business, and your web site or Internet bits, cheap psp
, will only be a part of it (a big part, perhaps.

..). For example, if you have a product with a big ticket price, and you only sell 5 a year, then you don’t want to start planning in a shopping basket system and credit card payments! Selling on that scale will need lots of relationship building and face-to-face interaction, so you need to work out how your Internet/e-commerce strategy will enhance and benefit that. A good web site to that will impress people who pay ฃ50,000 for your product? A newsletter system to help keep in touch during the long sales cycle? It’s a completely different approach to selling ฃ20 watches, cheap psp
, .

…
3. Concentrate on Existing Customers
If your business is already up-and-running and you’re simply adding an Internet presence or improving on it, then your existing customers should be treated like Gold. They can actually help you bring your business online. Test the waters with them, ask them what they think at each stage, build the system around them and their needs and you’ll end up with a template that will help you expand online in the sure knowledge that it will attract and help keep new customers.

And, of course, if you do it right, you can start making extra money online right away, without a single new customer, by using your web presence to save money and improve relationships with your existing customers so they buy more from you.
4. Make Service a Priority
While the Internet can help you cut costs and make your business run more slickly, you’ve got to remember that it can also be very impersonal.

One of the most valuable things I’ve ever learnt is that people buy from people they like. And they don’t, cheap psp
, like to be let down. The media is littered with stories of people who managed to click and pay for something online only to wait weeks for it never to turn up. Emails don’t get replied to, phones don’t get answered (if the web site even publishes the number!), and they get constantly fobbed off.

Yet the Internet is an ideal tool for delivering better customer communication! But many businesses use a flash web site to hide behind… That’s, cheap psp
, another quirk of the Internet – it’s possible to gain customers more quickly than traditional methods, but you can lose them like lightening if you provide a poor service. News travels fast on the internet – even faster if it’s bad news…

5. Work out your Communication and and Customer Relationship Management, cheap psp
, (CRM) policies and procedures
As I mentioned before, the Internet provides excellent tools and opportunities to build relationships with customers and clients. By this stage of your planning, you’re chomping at the bit to “get something up and start selling” but, cheap psp
, winning a customer is a bit like wooing a woman (please forgive the sexist nature of this analogy!).

You don’t run up to a woman you like a scream in her, cheap psp
, face “I want to have babies with you, NOW!” So why do people do this online? You need to build into your plan ways and means of starting and growing relationships with your customers and clients. You need work out ways of opening a dialogue, finding out about them, and helping them find out about you. Did you know that research, cheap psp
, shows that people generally visit a web site seven times before they feel confortable enough to buy anything? So what are you going to do that makes your web site interesting enough for people to visit seven times just to look at it? And when they do, what then? Is it like a one night stand? Or do you send them emails asking if they are happy with the product/service? Can you send them a regular newsletter that they find interesting? And do you have a system in place to manage all of this – for example, can you track how many times a customer has been contacted, by what method, and what was said? You can and should build up a valuable database of detailed customer information, their buying habits, what, cheap psp
, they like/don’t like and a system for, cheap psp
, contacting them on a regular basis.

6. Offline/ Online Marketing, Search Engines & Pay Per Click
Ah, search engines. The magic bullet of marketing… or so the Search Engine promotions “experts” would have you think. The holy grail for many is “being number one on the search engines”, and great though that is, your success or failure actually hangs on what happens, cheap psp
, when, cheap psp
, all that traffic gets to your web site – it’s got nothing at all to do with being No1.

In fact you can actually bankrupt your business by being No1. A sudden flood of traffic can burst your bandwidth budget, have you running to Dell or HP or whoever for more servers, bring your web site to it’s knees, and, if all those visitors turn up and don’t find what they’re looking for, you make virtual enemies of thousands – even millions – of potential customers. Once again, before you even think about Search Engines, you must go back to your research and your strategy and start again from there.

Ask yourself: What is my ideal customer? What search engines do they use? What key words do they use to find services/products like mine? What’s my USP? What magazines do they read? Are there cheaper/better, cheap psp
, ways of reaching them than via search engines? There are, of course, certain low-cost/no-cost golden rules that everyone should follow. Your web address and email address should, cheap psp
, be printed on all your stationery.

If you send out catalogues, promote your web site in it. Add a promotional message (including a link to your web site) at the bottom of all your emails (this is sometimes called a signature file or sig file). The key is to think about your promotion from your customer’s perspective. If you do that, then, at least as far as Search Engines are concerned, you can focus on relevance. Make sure that people who find your site via search engines are actually looking for what you have to offer and are ready to buy.

You are relevant to them and they are relevant to you. If my sales target in my strategy is to sell 100 units a week, then all I really need is 100 buying customers from Search Engines. If I use all the tricks in the book, cheap psp
, and haul a million visitors in who aren’t even vaguely interested in my widgets, I’m wasting, cheap psp
, their time and my money. To sum up, you should:

Aim for a number one Search Engine listing ONLY for well-researched, highly targeted key words and phrases
Use Pay Per Click facilities such as Overture to get quick results, cheap psp
, and control your budgets
Make sure you don’t waste offline opportunities.

Publish your web address/email on all company literature and include it in all your adverts.
Use Sig files on ALL emails
Sign up affiliates and pay them a commission
Use a Viral Marketing email campaign
Publish email newsletters and information to build an email list
Research your market carefully to find out what methods people use to find and buy your product/service and concentrate all your efforts on those channels.

7, cheap psp
, . Make Sure Your Web Site Copy is Clear and Persuasive
Perhaps the most overlooked element, cheap psp
, of web site development these days is copy – that is, the words been all those pretty pictures, flash animations, and whizzy functions. A great deal of web site copy on the internet today is utter rubbish, and many online shops feature hardly any at all! You get a welcome message, product titles, pictures, maybe a few specifications, and great big “Buy Now” buttons.

Once again, it seems that people jump onto the Internet bandwagon and forget that there’s a real human being on the other side of the computer screen and he/she wants information and wants to be treated with some respect. Basic business rules still apply, and with some modification, your approach to your web site should be similar in many respects to traditional mail order or direct/distance selling.

And the golden rule of mail order and direct selling? The more you tell, the more you sell! Professional copywriters throughout the marketing ages have known this all along. The theory has been tested to the ends of the universe and the result is always the same. Long copy outsells short copy every time. But there are some rules and some adaptation of this basic fact when thinking about the web:
General rules:

Your copy should be clear and concise in its construction
Every sentence needs to be short and snappy, with short words
Where possible, one sentence per paragraph (if it’s sales copy, editorial is different)
Use headlines, sub heads and bullet points
Every single statement should contain a fact, benefit or persuasive argument.

Don’t waste a word!
Spend MOST of your time creating headlines, they are the single most important factor in direct mail sales success and the same goes for the web.
Special Web Rules:

Break up copy that’s more than about 500-700 words long into seperate pages
Always try to close the prospect at the end of each page as well as having a “more” link to the next page
, cheap psp
, Try to, cheap psp
, include a close or buy link above the “waterline” (ie before they have to scroll to read the next paragraph or sentence)
Try to inject as much “personality” into your copy as possible.

A web page can be a particularly “cold” place – so add as much human warmth as possible. Remember, people buy from people they like.

8. Make Sure your, cheap psp
, Navigation is Easy, and that your Web Site Design and Backend Technology are all focused on a Great Customer Experience
Only now should you be thinking about the build of your web site and its technology. It’s at this point, you can finally consider your web site’s design and how it will look.

Remember, web design (any design) is subjective. No matter how much time or money you spend on it, or how proud you are of it, a certain proportion of your visitors will still think it’s crap. But guess what? They, cheap psp
, don’t care, and if you get everything right it has almost no bearing at all on sales. But there are three important elements to web site design:
1. Ease of navigation comes FIRST.

Make sure your fancy page design doesn’t confuse, cheap psp
, and frustrate your customers. Keep it simple. And bearing in mind that no matter how good the site looks, lots of people will hate it, so make sure the, cheap psp
, design is not overbearing. Make sure that, whether your customer likes your site or not , it’s not an issue!
2. Get it done professionally. Good, professional design inspires confidence in your customers, and on the web that’s a precious commodity.

They may not always like it, but they’ll appreciate that it’s been done professionally, and that therefore infers that your are a professional company.
3. Make sure that the site is clean and uncluttered, and avoid too many flashy animations, whizzy bits, and Flash downloads that will slow your site down, cheap psp
, and annoy your customers, no matter how “cool” you think they are. And whatever you do avoid “front Door”, “click here to enter our site” intro-type pages AT ALL COSTS! Especially Flash ones.

They are utterly pointless and delay your customer from getting to what they’re after, which is information about your company/products/services.
And finally, the technology – especially the “Shopping cart”. So, cheap psp
, long as it works properly, doesn’t mix up customers’ baskets, can cope with demand, and deliver orders reliably, then your choice of “cart” technology will have no bearing whatsoever on sales success.

Other than that, your technology and the complexity of your system will be dictated by what it is you actually need to achieve. We’ve mentioned newsletters, CRM, customer support &, cheap psp
, service and so on – all your technology choices MUST be made to make these things easy for you to manage and to enhance them. And most of all, your technology must ALWAYS be geared towards a great customer experience.

9. Get Pricing in Perspective and Think about your Market Positioning and your Value Proposition
There’s one final myth about the internet, cheap psp
, (and business in general) that I’d like to explode and it’s this: People buy on price. The myth that you must be cheap, even cheapest, on the internet has grown exponentially, especially with the advent of shopping price comparison engines. Combine this with the widely held (and largely correct) belief that using the Internet, cheap psp
, to sell reduces cost, most people think that price is the only issue, and that you must be cheaper than everyone else to succeed.

Nothing could be further from the truth!
A buying decision is a bit like an iceberg, of which, cheap psp
, the price element is the highly visible tip. The bulk of the decision reasoning takes place hidden away from view, and many in business ignore it at their peril. When a customer says to you that you’re too expensive, they are not actually saying that your price is too high. What they’re really, cheap psp
, saying is that they are not convinced that the benefit your are offering exceeds the investment they have to make.

They don’t like your Value Proposition. The problem is usually that you, cheap psp
, haven’t convinced them enough about the benefits, not that you’re charging, cheap psp
, too much. On the internet, this brings us back, actually, to point/step seven where I explained the massive importance of your sales copy. If your web site is simply a catalogue of products and prices and a shopping cart, what else has any site visitor to go on when making a judgment other than price? So you’ve cornered yourself immediately.

You have no option other than to, cheap psp
, go cheaper than your competition to make the sale. If, however, you make a big deal in your web copy about the benefits of buying from you (like prompt delivery, great service, reliability, money-back guarantee, free insurance or whatever you can think of) then suddenly, price is not an issue. People will pay your higher price for peace-of-mind, great service and extra benefits than, cheap psp
, taking a risk with the cheap, nasty web site that might let them down.

And when you feel under pressure to drop your price, say for a special offer, why not try adding a free extra benefit instead? It’s much more effective and more profitable! Instead of knocking 10% off, offer 10% more!
Another issue that you need to look carefully at, especially on the Internet where credibility is hard to achieve, is your Market Positioning. Your, cheap psp
, prices say a lot more about your company than you think.

Although people like to say they love a, cheap psp
, bargain, every single one will make the assumption that cheap = nasty. If your prices are too low, people will assume there’s a catch or you’re cutting corners. If you want to position your business as the best in its class,, cheap psp
, then people will only feel good about you if your prices are at the top end, cheap psp
, of the range. Too low, and suddenly they lose faith in you because “something doesn’t ring true”, cheap psp
, .

If your prices are “unbelievable!”, then so are you!
10 Tackle Fraud & Security
Internet fraud is a big, big issue and you can’t ignore it. Most online customer will admit to being extremely wary of handing out credit card details online, especially to new web sites that they have never come across before. So, you need to have security and fraud policies in place, cheap psp
, and (here we go again about copy!) make sure you tell your customers that you have these and you will take great care of their personal information.

At the very minimum, cheap psp
, you need:

A secure server and SSL certificate for your order pages
A privacy policy that clearly informs your customers that you pass their details onto nobody and that you keep them safe.

One of the best solutions is to use a Payment Service Provider (PSP) to process your credit cards for you. The better known and respected ones such as WorldPay are best, because the general public are aware of them and know that they have strong security measures in place.

And from your own perspective, you gain some protection against law suits and some relief from the, cheap psp
, risk and responsibility of looking after customers’ valuable credit card information.
David Campbell is managing parter of web design & build consultancy Weborama UK (http://www.weborama.co.uk) and managing editor of internet business advice and news site Netcadia.com (http://www.netcadia.

com)
Article Source: http://EzineArticles.com/?expert=David_Campbell

Source: articleage.com