So, you’ll only hire people who has character… I never understood this ‘character’ thing they test me for before going for a job interview. Anyway, I’ve failed most of the tests. Sadly, it’s no surprise, I’ve two disqualifying personality traits doing the character test – 1. I’m honest; and 2. I’m a non-conformist.
For most employers that’s too much – I’d never heard of them again! That’s a shame, because I’d always thought that I could’ve made a positive impact on their businesses. But that’s my perspective. Hence, it’s my perspective versus their perspectives. And there you have it – nobody wins…
Customer service is everything. Indeed, if you don’t take care of your customers, someone else will… Yet, it seems that taking care of your customers is not even on the agenda with many management meetings.
Besides, the meetings are mostly about the sales performance against the budget or other trivial internal company matters. But, sadly, not about your customers.
How many times, as a business owner have you heard, or read that cash is king. I’ll bet you that it was a lot of times. However, we’re now really busy doing business during the 4th industrial revolution. After all, is that enough reason to discard cash to the history archives?
Dynamic pricing has become popular with businesses in the digitized world of today. It’s especially true for business that use the internet to advertise and sell their products or services to internet users. For that reason, dynamic pricing is particularly applicable with eCommerce…
The competitive pricing strategy is by definition a strategy that considers what happens outside the perimeters of a business. It is more sophisticated than the Cost-Plus Pricing Strategy that was discussed in an earlier post.
Indeed, competitive pricing decisions involve significant market risks and managerial attention 1. So, if your business does not have the structure and culture to keep an eye on what is happening in the market for your product, you’ll probably have no sales or have lots of sales, but at a loss!
Let’s look a bit deeper at the practice of competitive pricing…
Cost plus Pricing (CPP) is probably the most suited pricing strategy for most small business startups. It’s also the most widely strategy used by businesses all around. This is so, because CPP is the simplest method of determining price, and it embodies the basic idea behind doing business.
That is, “you make something, sell it for more than you spent making it (because you’ve added value by providing the product)”, according to Vivian Guo, of Price Intelligently.
The Balance Small Business defines Cost plus Pricing as follows: “Cost-plus pricing, also called markup pricing, is the practice by a company of determining the cost of the product to the company and then adding a percentage on top of that price to determine the selling price to the customer.”
Pricing of products or services may have a huge impact on your business’s bottom line and its brand value. Indeed, price is the only element of the marketing mix that brings revenue and not costs. Even more, price is the element of the marketing mix that is the easiest and fastest to change 1.
The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product, Promotion and Place. ... Price: refers to the value that is put for a product. (https://economictimes.indiatimes.com/definition/marketing-mix)
Organic search and search engines are critical to sustain your website over the long-term. In fact, if you can get these two working together, the user traffic to your website will increase markedly. As a result, there will be more clicks on your website, and, even better, more conversions.
So, what does a good result means for your business when you use organic search and search engines with your marketing strategy? It means that a web user may see the detail your website on the first result page of the search engine. From there she can click on the link to arrive at your website or landing page.
To taste success with your website or Facebook page, you need to write good web content. In fact, writing good web content requires special writing skills as well as a knack of telling fascinating stories for your online audience.
You need to publish high quality content so that the consumer has no other choice but to subscribe to your site and so becoming a loyal returning visitor. That’s what we all want, isn’t it?
So, let’s unlock the secrets of writing good web content…
The secrets of writing good web content
Know who you are writing for
The audience that you write for can influence your topic, tone, complexity and many other content issues. Therefore, you need to ask the following questions 1:
How old are your readers?
What is their gender?
How much education do they have?
Are they mainly urban, rural or suburban?
How much is known about their culture and heritage?
What is their socio-economic status?
How much does the audience already know about the topic?
How do they feel about the topic? Will they be neutral, opposing? Or will this be more like preaching to the choir?
Use the “inverted pyramid” model
The inverted pyramid is a metaphor used by journalists and other writers to illustrate how information should be prioritized and structured in a text (Wikipedia).
Here, writers place the most important elements of the story at the beginning (see image). In other words, they start with the conclusion of the story, followed by the most important supporting information, and end with the background.
Write short, simple sentences
Remember, website content that’s accessible and easy to read will reach a wider audience. For that reason, short sentences help to maintain the right tone of your page (an attitude of a writer toward a subject or an audience, Literary Devices).
Indeed, you should keep sentences short for the same reason you keep paragraphs short: they’re easier to read and understand.
Use active voice
Speak directly to your audience by using the active voice. The active voice describes a sentence where the subject performs the action stated by the verb (Your Dictionary). So, why is writing active voice so important on the web? 2
Sentences are usually shorter.
The communication style is more direct.
Actions are brought to life.
Strong verbs help the reader know who is acting and what is being acted upon.
The content is less ambiguous than the passive voice.
Show, don’t tell when writing good web content
Intrigue your audience by making them part of your story. For instance, use specific, real-world examples to help readers better understand and visualize your messages. Indeed, you can achieve this by using strong verbs…
Furthermore, strong verbs will convey your thoughts in the most descriptive and efficient way. In fact, strong verbs, more than any other part of speech, give prose vitality. Conversely, weak verbs make sentences mushy (SA Writers College).
Drop the jargon
Don’t be too smart for your audience. It’s very easy to use technical terms, or big words that only a small number of people can understand and pronounce, especially if you write for a niche. Best is to use words that most of us can understand.
Make you text so that it can easily be scanned
Make sure text is easy to skim. After all, most web readers will scan the page to find the specific piece of information they’re looking for, and, if they don’t find it easily, they’ll move on.
Noel Hooban writing for Internal Results mentions the following tips to make your text easier to scan:
Create Sections and Subheadings – break up your longer article into at least three to five key points or sections when possible;
Use Plenty of White Space – adequate white space is essential to helping a person’s eyeballs focus on the copy and images on the computer, tablet or smartphone screen;
Keep Everything Short – crisp, concise content flows more efficiently and allows a reader to transition from one item to the next;
Provide Lists and Bullet Points – reading straight-line copy from beginning to end is challenging;
Incorporate Visual Features – They not only amplify copy, but images and other visual items help break up the copy as well;
Highlight Key Words and Sentences with Bold – Bold words stand out in contrast to regular text as a reader scan.
Many times a picture is worth a thousand words. Furthermore, images help us learn, images grab attention, they explain tough concepts, and inspire (BMC). Indeed, we process images at an alarming speed. When we see a picture, we analyse it within a very short snippet of time, knowing the meaning and scenario within it immediately.
So, start of collect images that you can later use in your blog posts. Please remember to credit the owners of the images you use on some of your pages…
Layer website content
Getting easily around on your website is what all the users want. In fact, the great thing about a website is that it’s easy to direct readers from one page to another. Therefore you should help readers to find more great content.
How? By hyperlinking certain words or phrases to other relevant resources, especially those on your own website. And this will help keep people engaged with your content and moving through your site.
Leave them wanting more
At the end of the day we need to earn some money with our website. Therefore good websites will end each page with a strong call-to-action (or CTA for short).
For example the following CTAs: “Please Subscribe to our Newsletter” or “Visit our Shop now!”
Writing good web content is one thing that you can do to get your website or Facebook page higher up in the search engine rankings. Also, users will start to see you as an expert, hence you’ll get more visit, more leads and more sales.
Experiential marketing can help visitors to get more involved with your website. Indeed, visitors that enjoyed a great experience will most likely return to your site and tell their friends about it! But most of the websites, unfortunately, offers content that is not worth a second visit…
Websites that fail to engage their visitors are going nowhere. If you’re a website owner, you’ll soon recognize the symptoms of an unengaging website. Your site will show moderate traffic but without returning visitors. Many times, you’ll spend lots of money – good SEO, detailed product descriptions, targeted keywords, social media ads and even paid advertising. But all the money spent shows little result – maybe a couple of subscribers to your newsletter? What on earth is wrong?
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