Maximize Your Marketing in 2018 I’d like to welcome you to this special marketing report on how to maximize your marketing in 2018. I’m glad that you’re reading this mega-article and believe you will be, too. Below I cover 6 topics that, if implemented, will help increase your sales and effectively maximize your marketing. If […]
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Maximize Your Marketing in 2018
I’d like to welcome you to this special marketing report on how to maximize your marketing in 2018. I’m glad that you’re reading this mega-article and believe you will be, too. Below I cover 6 topics that, if implemented, will help increase your sales and effectively maximize your marketing.
If you’re like most business owners, you’re likely overwhelmed with the dozens of options available to market online. Whether you’re just getting started or lack sufficient guidance it’s easy to loose a lot of money, time and traction.
Just remember that everything is hard until it becomes easy. The same is so when working to maximize your marketing dollars in 2018. Therefore, use this report as a guide and be sure to reach out for help when you need it. That said I wish you well on your journey to master online sales and look forward to hearing from you on your success.
Pat yourself on the back. You’ve taken action with the goal to maximize your online sales in 2018.
By far the number one question I receive from clients is “how do I maximize my online sales?” followed by “How do I beat my competition?”.
It’s true, the internet is no longer a mysterious thing however it is an ever increasing marvel. With the half dozen main social media platforms growing moment to moment it can seem overwhelming to navigate for new and veteran business owners.
I’m here to demystify all of this and give you clear-cut solutions to get you on the road towards maximizing your sales.
While there’s no quick answer for how to maximize your sales without analyzing your specific business in depth, this report will uncover potential roadblocks on your path and highlights solutions that continue to work for clients.
Before we dive in, you should know a bit more about me. I’d like to take a few moments to tell you about myself and why you should read and trust the words on each page. (Or skip to Section 1 … if you’re in a hurry!)
So how did a buddhist, war-vet, turned spiritual vegan get started with online sales and copywriting? Well, by accident.
My life changed in 2015 as the corporate 9-to-5 environment no longer reflected my aspirations. The health insurance industry wasn’t a “true calling” as they say, which led me to search for more meaning, freedom and independence.
Online stores were popping up all over the place and I had an idea to start an organic t-shirt business. It “failed” miserably. I quickly decided to learn the inner workings of internet marketing and sales writing from leaders within the industry. I spent tens of thousands on marketing training, online sales, and copywriting strategies in masterminds.
The initial 4 months of implementing the strategies brought in only $20.00. Frustrated, impatient, I kept practicing and tried several campaign techniques, which finally led to a breakthrough. My sales soared for the first time! That was the moment when I knew anything was possible through online sales. It was, and still is, very exciting.
With new knowledge, experience and enthusiasm, I quickly began to help other entrepreneurs and business owners start and/or improve their online sales.
Now, years later, I offer consulting, digital display ads, media exposure, copywriting, and create complete sales systems (sales funnels) for local businesses and online entrepreneurs.
I’m known as Sarasota’s leading copywriter and online marketing strategist and known for getting clients results.
That said, if you consistently implement what’s included here, you will see results.
Ready? Let’s do this!
Below are the most common 6 areas, I see that hold most from obtaining success with their online sales. I’ve outlined them as sections for you to consume and implement fast.
Section 1: How to maximize your marketing in 2018
Whenever we meet with a client we review what they’ve tried before to establish a foundation. Let’s assume you’re my newest client and I ask you “so, what have you tried recently to increase sales?”
I typically hear “I’ve done some Facebook Ads, tried some Google PPC all with mixed results”.
Redefine your message
I realize you’ve probably done this… more than once if you’re like most however, if you’re not seeing results from your sales of at least a conversion of $0.50 back on each $1.00 you spend, your message isn’t congruent.
Restate your message so that your clients respond immediately. When I got started online with my t-shirt business my message to my customers was vague at best. At worst it was a bowl of mud soup.
This is what I led with “I used organic cotton” and “I like metaphysics”. My shirts has metaphysical sayings on the front and I thought, “hey, that should be enough of a selling proposition to become a millionaire in a year”.
Even a novice can see that my message was ill-defined. What’s your message? Two things are required when you create a message.
How to create a message with impact?
1. What does your product or service do best?
2. How does it alter the user’s state of mind and emotions?
My wife is Sarasota’s leading holistic nutrition counselor and often has me try new probiotics and supplements. One day I was reading the label of an Enzymedica bottle and read:
“Most Advanced Enzyme Formula, optimal digestive support, America’s #1 selling digestive enzyme”
Now that’s a message! Their tagline is “The Enzyme Experts”. What are you an expert in? Use that superpower to describe how you benefit your ideal customer.
Section 2: Is the Internet still a good place to sell products?
The inevitable comment I hear is “well, if what I have isn’t selling, then my market must be saturated”. The internet is still a fantastic place to generate massive amounts of revenue.
We currently use Facebook Ads often as their data tools and flexibility to quickly split-test campaigns are outstanding. Many clients with, large marketing budgets upwards of 15K per month, can successfully compete for top keywords with pay per click ads, or PPC, using their Google Adwords accounts.
If you don’t have a Gmail account for your business, we recommend using it along with Google+ to increase your exposure and help attract new customers or patients.
What about direct mail?
Direct-mail is still highly viable. Therefore, to maximum marketing results in 2018, use it in tandem with online sales and email marketing to add another layer of influence, and build a solid marketing platform.
Is direct-mail your primary source of marketing? Are you now seeking to venture out into the world of internet marketing?
I recommend you learn the intricacies of Facebook marketing to start and develop your familiarity with their tools. Or even better, one you understand the basics, hire an expert to manage your Facebook marketing. Leverage your time wisely.
Section 3: What’s the best platform?
As the Co-Founder of a Digital Display Ad Agency, I’m a great person to ask. I know my way around the most popular social media platforms. Due to this fact, in terms of ROI hands down Facebook Ads continue to outperform the others (Twitter, Instagram and Pinterest).
That can change at anytime, so test constantly. Since Facebook continues to add more detailed user data so you can receive the most buck per bang, if used carefully. Keep in mind, however that Facebook can only account for about 25% of your potential customer base. Therefore the other 75% needs to come from other places, namely from digital display ads (aka banner ads), print media, video marketing, etc.
Use Facebook’s Power Editor platform to select your top customers with the requirements (demographics) you deem important. You’ll spend less money on your next campaign. If you plan to run ads on Facebook, use a Facebook chat bot as a chat feature to help automate inquires as they come in.
Chat bots (like Many Chats) allow your company to quickly respond to inquiries from potential customers. Not only does this soothe their need for instant gratification, it builds trust. And trust = more sales. Boooom!
Therefore, if you wish you have someone (like us) setup and manage your Facebook Ads, instead of sharing your username and passwords, create a business account at https://business.facebook.com. You’ll be promoted to sign-in and setup or import an account, if one isn’t present.
And that’s just for Social Media!…
If you use Google Adwords, or other paid advertisement on search engines, then you know the power that comes from this type of marketing. Google Adwords is ideal if you have a large budget and a solid team to help you manage and optimize your campaigns.
Consequently, I recommend you look into using a form of Google Adwords or paid advertising to make sure you stay in front of clients/patients or customers. Our agency works with local businesses, whom often don’t have the largest marketing budgets. Also, if it sounds like your company may qualify, to get started, we offer you one (1) free digital ad for your website.
Section 4: What’s a good EPC?
An earnings per click (or EPC) is a term marketers use to estimate whether their product is viable. To maximize your marketing, an ideal ratio is greater than or equal to $1.00. So if you sell a $10.00 product and 100 people click on your add, you need to generate at least $100.00 during the same period.
While promoting a particular digital education program I’d spent several thousands of dollars advertising it and ended up with returns between $0.50 and $1.20 for 5 months straight. After that, no matter how much I spent or how many times I’d revamp the sales copy, the product would no longer resonated with the marketplace at the same EPC, I had to dump the product.
In addition, no matter how much you love a product, if it doesn’t sell, drop it fast. This leads us into the next question…
Section 5: “Why are my sales low?”
If you’ve gotten this far in this report, congratulations! Many business owners who want to increase their sales just don’t find the time to implement the necessary solutions to obtain the results they seek.
Furthermore, if you’re feeling overwhelmed, remember there are many sources out there to guide you through this process. Clients continue to come me because of the support, quality, and security I provide.
“Why are my sales low?” Whenever we hear this question, there’s always more to it… The market may no longer respond to your offer. Or could there be more to it?
The real question is “how do I get Mrs. Smith to find my product irresistible?” This following paragraph might change everything for you so please pay attention here.
More often than not Mrs. Smith is not your audience. So, if you’ve setup a complete sales system with an insanely wicked offer and implement a consistent follow-up program via email or social media marketing and your sales are still low, test a new target audience today.
Since this switch could be what removes all the roadblocks you experience with your online sales. Here’s a story that illustrates this concept.
An entrepreneur and accountant client of mine, drastically changed his business model after placing Facebook ads that resulted in substandard results (remember the EPC ratio?).
Due to this, I started working with him to help him market his new product. This product is an affiliate program and a turn-key business for those interested in finance.
We’re now in the testing phases of his campaigns and the soft-tests report terrific results. He changed the structure of his offer and in turn changed the audience.
How can you implement a similar strategy? Therefore, a good place to start is to identify as many new ways as possible to use your product or service. Do you see an opportunity to add or remove a service or product?
Section 6: Maximize Your Marketing | How do I beat the competition?
Now is the best and easiest time to beat your competition! Yes, selling online is the craziest it’s ever been, there’s still plenty of room for you to grow and take a large portion of profits. “Sure, Zane easy for you, you’ve got experience and results… but, what about me?”
Here’s how I feel about “competition”, and I highly recommend you try this, too. Sure, there are a lot of people who market their products and services online however, you can become the authority by doing a few things differently. Because of this, to maximize your marketing, I recommend you do if you think competitors have a larger share of the profits:
- Find non-typical areas to sell to. If you have an investment business, market your services to dog-food or pet-store owners specifically. Learn everything you can, as fast as you can, about said industry and focus your marketing there.
- Go to their Trade Association conferences. Meet and greet the leaders within this industry and make your name an imprint on their minds. This will make sure you’re seen as their go-to person.
- If narrowing your audience doesn’t appeal to you, turn yourself or brand into a household name. Make yourself the leader in your field. This will take a bit more planning and work up front, however, its well worth it.
- Use YouTube videos to stake your claim on a topic meaningful to your brand and business.
- Network with top bloggers and industry leaders.
- Use your town or city as a platform to elevate your status, speak as often as you can and meet the movers and shakers. Allow your magnetic personality to touch them and find ways to give to their success, when possible.
Bonus: Maximize Your Marketing | Determine Your Budget
My business partner and friend Grant van Aswegen and I constantly discuss ways to help businesses and one aspect that most forget is how much they are (or aren’t) spending on advertising.
First off, if you’re in a competitive industry, say weight-loss or dating, and decide to spend $5.00/day on Facebook Ads, that’s not going to bring you results. Others in your industry spend $10.00-$30.00/day they will take a large portion of your customers… and rightfully so.
Thus, if you can spend more on your ad campaigns, in an intelligent way, your sales will improve. Therefore, to verify if you’re spending the right amount calculate your Return on Ad Spend or ROAS.
Ad Spend Calculations: How to decide what to spend?
(Clicks x Cost Per Click) = Cost of Campaign
(Clicks x Conversion Rate) = Conversions
(Conversion x Revenue per Conversion) = Revenue of Campaign
Determining ROAS, if you have back-end sales that are priced over $500, its hazy. As sales will occur well after the campaign ends or as a new campaign begins.
So, take that into consideration and make sure you include these sales in your ROAS calculations. Your calculations will let you know whether you should increase your ad spend or not.
Thus, you are now fueled with vital information to make your next campaign a success.
As a shameless plug, if you’d like further guidance on how to carry out and incorporate different aspects of your sales process. I offer 1-on-1 consulting. My clients often tell me they’re stunned at how well the strategies that I recommend work.
Since you may have questions or would like to work with me, visit http://zane-white.com/consulting once you submit your form, a member of my team will reach out to you to set up a call.
Congratulations on reading the ‘Maximize Your Marketing in 2018’ report! I’m thrilled that you took time out of your day to gain more awareness on ways to increase your sales this year.
So, you’re not alone in the quest to maximize your marketing. Find more resources below that we use.
Use the following tools and resources for added support:
Basic Marketing Platforms:
- Email marketing automation: aweber.com or getresponse.com
- Landing pages: thrive.com
- Website Hosting: bluehost.com
- Google Analytics: googleanalytics.com
- Google Keyword Planner: adwords.google.com
- HotJar Track Site Visitor Engagement: hotjar.com
Business Visibility Score: Are Customers Missing You?
- You’re likely missing customers – Find out with this free visibility score
- Get one (1) free digital display ad
In conclusion, the above ideas and concepts will make sure you maximize your marketing in 2018 and start seeing improvements. As with anything consistent effort and persistent testing are mandatory to increase your sales.
It’s been a pleasure writing this article for you friend. I wish you all the best on your journey towards maximizing your marketing!
SEO vs Digital Display Ads 2018
SEO vs Digital Display Ads in 2018… which should you choose? When it comes to getting the maximum visibility for your business companies smartly inquire, “which marketing method works best right now?”
If you’re in the same boat, this article provides examples and looks to answer this question so that you can make the best marketing decision for your business in 2018.
First, to review, Search Engine Optimization is a term used to describe how customers or clients find your business using specific words. This is also known as an “organic” method for acquiring new business because once you set up your SEO strategy, no additional marketing budget is required… unless ongoing optimization takes place.
You’re likely very familiar with the inner workings of SEO and to recap, there are many things you can do to maximize the way clients and customers find you.
3 Ways to Maximize the Way Customers Find You
- Identify the keywords you want to use for your business. (What do you want to be known for?)
- If you’re writing regular blog posts, (at least monthly), choose one (1) main long-tail keyword for each article.
- Use SEO optimization tools (Yoast) or others
If your company has a physical location, I highly suggest you run a Free Visibility Report. This will help you pinpoint exactly how you can improve the way customers find you. This report is a self-guided tour with video explanations of where your business ranks compared to others in your city and industry. (If this page looks wonky, refresh it)
Next, verify your website ranking and identify how many potential customers are looking for your business. Your team will want to set goals for increasing your website visitors therefore, use Similarweb.com to see who’s dropping by your site… and from which state. You may be very surprised with your findings.
So what then?
If you haven’t selected your main keywords and don’t know where to start, use Google Analytics (GA). GA will allow you to see which terms are trending and gives you the ability to look at historical data too.
Looking back in time provides excellent information that will point you in the right direction. My recommendation here is to look at what’s currently trending and use past data to make a decision. If your term was trending three years ago, then took a nosedive but is currently being heavily searched, what external forces are making it trend today? And are these forces long-standing or cyclical?
As you can see this may take some time and a great deal of thought. If this is completely new to you, not to worry. You can select from hundreds of experts on sites like Upwork. offer experts in this area.
Where do Digital Display Ads come in?
Glad you’ve asked… so digital display ads aren’t new, however they are extremely important to getting right in front of your customers when they are ready to make a buying decision. On average it takes your customers between 7-12 times to see your ad before they will conduct business with you.
This means, you have no idea who will purchase or when…. Sucks a little bit, right? That’s why you want to incorporate both SEO and digital display ads, with the ability to retarget customers who find you organically or via paid advertising.
If you’re using PPC on a major search engine networks such as Google, Bing, or Yahoo!, it’s vital that you retarget each person who clicks on your ads. Why? Well, you’re already spending money each time someone clicks on your ad, so if they decide not to opt-in or buy your product, the chances of them returning are slim. How slim? There’s about a 2-5% chance a potential customer will return.
Your Game Plan… Should you want to dominate
Now that you understand the importance of SEO and digital display ads and retargeting, it’s time for your game plan. Should you be willing to dominate, here’s what to do next:
- Find Your Company’s Visibility (Free Report) – For businesses with a physical location
- SimilarWeb.com – Understand your website analytics
- Yoast Plugin – Optimize your website and blog
- Get (1) Free Digital Display ad
I hope this article helps answer your burning questions about whether to use SEO or digital display ads and retargeting methods to market your business.
Digital Display Ads and Retargeting
Digital display ad marketing and retargeting is very effective and important in 2018 and beyond. Over the next two years the cost for Google AdWords will continue to rise just as new business owners try to gain foothold within their industry.
In 2016 businesses spent more money on digital display advertising than they did on television commercials. So what does that mean for your business? Where should you spread your marketing dollars?
All of my research suggests that in order to be a leader within your industry, adding retargeting with digital display ads is a must. The method of just using one source to market your business is over.
Using digital display ads is very effective. Not only does it capture 100% of your daily website visitors, it reminds them of the products and services that you offer. Since on average, customers need between 7 and 12 exposures to your brand before making a buying decision. What turns business owners from doing this, especially in the beginning is that while highly effective, can be very expensive.
In fact, uber fancy ad agencies can charge well over $13,599 per client for this type of marketing. This may be out of reach for startups, affiliate marketers and local businesses. That’s why I’ve created a system that helps local businesses improve their visibility within their industry while helping them save money on marketing.
So does retargeting work?
- Customer lands on your website
- Pixel fires on their site
- Pixel tracks website visitors for up to 90 days
On average customers are ready to buy as soon as they land on your website but what happens? They don’t see exactly what they’re looking for such as a good deal, more information on your service or product, or a video review about your company. Without these three things a customer cannot make a solid decision on whether she or he wants to conduct business with you.
Therefore, that’s why I’ve created a system that allows you to retarget customers in a very effective way 24/7. This method provides more visibility and reminds your website visitors of why they searched for you in the first place.
The technology behind this is very intricate and complex however, it is easy for you to use and take advantage of.
Here are the three ways for you to get started right now:
- Enter your company’s details.
- Choose a format for your ad
- My design team will create your ad within 48 hours.
Use this link to get started: 1 Free $500 Banner Ad (for your website)
It is my hope that you’ve found this article both informative and complete with the information you need to make a sound decision on whether retargeting using digital display ads is right for your business.
Still have questions? Let’s setup a call.
Growth Hacking Marketing In Sarasota
Are businesses in Sarasota FL still able to capitalize from growth hacking marketing strategies today and in 2018?
I speak with a lot of businesses daily, some of which are skeptical when we ask about their marketing plan and whether they’re “able to handle massive growth?”.
We believe that most companies still have room for growth. There are caveats. We often don’t take new clients on simply because they aren’t yet positioned for expansion.
These companies have broken operation teams and/or insufficient customer service representatives whom unfortunately aren’t able to offer new customers support at high levels.
So what is growth hacking marketing and how is it different from what your company does to acquire new customers?
Growth hacking marketing isn’t new, however as the years pass new methods create leverage for small to mid-sized businesses. Fortunately my team and I use these digital strategies to “level the field” for our clients.
This works so well that the 200%-300% growth isn’t just typical, it’s normal.
Technology and tools meant for large brands can be used by most companies in Sarasota to dominate 95% of their competitors.
Yeap, this means you can rake in the profits!
I’ve become known as my clients’ “silent sales team”… creating campaigns that rapidly build upon one another for immediate and sustainable growth.
If your company is clenching onto its current marketing tools and plans from 2016, yet haven’t seen double or triple digit acceleration, your marketing is no longer supporting long-term growth.
Old marketing strategies waste time and resources.
Technology with the right blend of automation continues to create extraordinary opportunities for the following industries:
Health & Wellness
I urge you to revisit your current marketing systems and consider if you’re able to expand this year and in 2018.
Here are a few guidelines you can use to determine if your business can handle more sales:
- You enjoy your business and industry
- Your staff is enthusiastic about serving your customers
- Customers and clients rave about your products and services (and leave you excellent reviews)
- Your departments cooperate and function as a unified team.
- There’s great communication with your partnerships and distributers, etc.
- All decision makers are focused on similar outcomes
As you can see, massive growth isn’t for everyone, which is great news for businesses looking for continued success in this highly competitive environment.
The main takeaway is that if you’re looking to succeed in 2018 and have the right team in place, your business can thrive in Sarasota fairly quickly.
The 7 Biggest Mistakes Companies Make When Hiring Copywriters and Online Marketing Strategists And How To Avoid Them!
This is super rare for a marketing professional to share this kind of information, especially to business owners and hiring managers. I don’t know one copywriter or online marketing strategist who want you to read this information or even know me. That said, do please, spend time reviewing this report carefully. If in fact you’re -as I imagine- very interested in making sure that your marketing is successful, then…
I encourage you to find a quite place, where you will not be disturbed and study this report. This is critical! I reveal crucial information that you MUST know!
It’s unbelievable but true…
Every day, companies hire copywriters and marketers that they shouldn’t. I find that copywriters and marketing agencies often mislead businesses about their qualifications, charge WAY more than they should and end up turning your important marketing campaign into a huge embarrassment.
Not only does this ruin your reputation but it damages your bottom line. There are so many components involved with growing and maintaining a business that it can be a REAL CHALLENGE. Yet, here’s the truth:
THE SUCCESS OF YOUR BUSINESS IS DETERMINED ON YOU HIRING THE RIGHT COPYWRITER
Ok, I understand if you don’t believe me, that’s fine, however think about it for a second. When was the last time you raved about your ads, sales letters, email campaigns or your company’s growth rates from a recent marketing campaign?
Never? That’s what I’d guess.
Your copywriter and online marketing strategist is the “key” to a highly successful and profitable company, but again here’s the issue…
Hire the wrong copywriter and your campaign will be a bust. Hire someone who doesn’t respect your company’s values, mission or goals; your reputation is on the line. Or worst of all overpay for a copywriter who misses deadlines and is a pain to deal with and everyone will wonder what you the one in charge is doing.
This report is going to give you an inside, behind the velvet-rope, scoop on what copywriters and marketing agencies do to unsuspecting business owners. You’ll soon be armed with the knowledge you need so you won’t be “taken” by these types.
In the coming moments, I’ll reveal what the 7 Biggest Mistakes are and how you can avoid them, but before I do that, let me answer a couple of questions that are probably on your mind.
Who Are You And Why Are You Revealing This Information?
My name is Zane White and I’m a professional copywriter and online marketing strategist. My expertise consist of sales copywriting (ads), creating online marketing systems, and helping clients retain and engage existing customers. I work with entrepreneurs in the tech industry, coach new business owners and have a list of doctors whom I consult.
I’m revealing information that the marketing industry doesn’t want you to know for two main reasons:
REASON #1: If you end up hiring a lousy marketing agency, this closes the industry not only to me but other competent professionals. The odds are, if the person you hire blows it, you’ll be very, very reluctant to hire a marketer in the future.
REASON #2: I HATE to see awful marketing agencies rip people off and make our industry look bad. It puts a target on our back and sours my profession.
Alright, now you understand who I am and why I’m doing this, we can move forward and talk about the 7 Biggest Mistakes Business Owners Make When Hiring Copywriters and Online Marketing Strategists… And How To Avoid Them!
BIG MISTAKE #1:
Assuming That Going Through A Marketing Agency Or Copywriting Mill Will Produce Your Desired Results
Many business owners feel that they are better off hiring “reputable” marketing agencies or from copywriting mills as opposed to hiring them on their own.
While it is true that making one phone call or sending an email to an agency and allowing them to do the work is seemingly easier than doing it yourself, there’s no assurance that you are going to get a marketer who is truly dedicated to your success.
Dirty little secret #1 agencies don’t want you to know:
Agencies have a list of services in different price ranges. Their first concern is offering you the highest priced package so they’ll make a sweet commission. It’s for this reason that they always ask you “what’s your budget?”.
If you tell them that your budget is $10k, they’ll look for a marketer who can do the work within that range, well actually less because the agency takes a sizable portion.
Dirty little secret #2 agencies don’t want you to know:
If you have a very substantial budget, an agency will almost always inflate the price of their services, beyond what’s actually necessary.
For example, I spoke at a small entrepreneur event where a marketing agency was hired to promote the celebration. I felt bad for the business owner honestly.
Imagine a small space where about 7 adults could stand rather comfortably, yet there were about 11 adults not including the hired marketing agency folks… it was soon overdone with Facebook Live events going on and probably Tweets and Snaps being sent.. it was TOO MUCH.
Dirty little secret #3 agencies and mills don’t want to know:
This is going to blow you away… completely or perhaps even get you a bit heated. Did you know that many, many agencies mark up their services by 100% to 200% or even much more?
That’s right!! If a copywriter typically charges $7k-12k for one sales letter, an agency will charge you up to $30K-$100K, for the same letter! What’s the deal? Do you think you’re getting better results!? Or getting someone who is actually dedicated to your company’s success? NO WAY! Not with an agency or a copywriting mill. It’s NOT POSSIBLE!!
The agency’s standard practice of charging you TRIPLE what you would have paid if you hired the copywriter on your own is sadly quite common. Not only that, but if you type in ‘marketing agency revenues’ into your search browser, you’ll see some STAGGERING figures.
Sure, not ALL agencies do this. There are some highly reputable agencies that truly care about their clients. Most however, pay their marketers low wage to keep the margins high and company profitable.
Main takeaway: Don’t forget, a marketing agency’s top concern is the amount of money they can make. Your priorities typically come last. I urge you to take control!
BIG MISTAKE #2
BASING YOUR DECISIONS PRIMARILY ON PRICE
Whoa! This is huge… the flip side to this is if you expect to pay peanuts, you’ll get squirrels.
A marketer’s testimonials are more important than their portfolio, way, way more important. The problem with basing your decision only on a copywriter’s portfolio is the fact that anyone can make themselves look good on a website. Three quick, and true stories that will graphically illustrate this point:
HORROR STORY #1
I was conducting research on web design companies for a technical support client. I landed on a website and spoke with their customer service department to ask about their website design services. Their extensive portfolio was attractive.
The representative tells me that “all of the sites in our portfolio weren’t made by us, but we could create something similar to what’s there”. NO WHERE on that site did I see “These are Examples Only”. The site claimed that those were their completed projects.
HORROR STORY #2
A local chiropractic company paid a well-known marketing agency to roll-out their latest product line, stretch bands for better posture. The agency’s portfolio raved about the variety of chiropractors they’ve worked with and product launches they’ve had.
The Doctors paid half up front as the invoice was sizable. Then midway through the campaign, when results weren’t nearly where they projected, the agency told the doctors “listen, we’re over-extended and can’t give your campaign the attention it deserves” and bailed mid-campaign. Geez!
HORROR STORY #3
Days after creating their website a brand new marketing agency placed multiple pseudo clients in their portfolio. A representative of one of the listed companies contacted the marketing agency and threatened to sue them for misrepresentation.
As the above stories suggest, looking solely at a marketer’s portfolio will not prove nor indicate whether they will provide you with the results you require. It’s only one factor to consider. So what should you look for? Take a holistic approach when hiring a copywriter and online marketing strategist.
Look for content on their site that discusses copywriting and marketing and see what he’s discussing on social media. Test out his services by requesting an Ad Critique or submit a sales letter for him to critique.
Bottom line: A portfolio can give you an idea of who they’ve helped and whether they are the right fit for you. Be mindful that your second brain, your gut and intuition, will guide you a lot farther.
BIG MISTAKE #3
NOT GETTING ALL OF THE INFORMATION UP FRONT
Before you speak with your new copywriter and online marketing strategist, get a clear idea of everything you think you’ll need from him or her. This will make the process of requesting a quote much easier.
Plus you’ll be able to have your questions ready if you aren’t 100% certain of everything you’ll need. For example, if you know you’ll use Facebook to advertise your new product or an existing product, you know you’ll need a Facebook Ad, landing page (sales letter) and an email marketing sequence are necessary. But what else will you need? These are the questions your copywriter will answer for you.
Main takeaway: Understand what your copywriter and online marketing strategist has experience doing. Ask if he also performs social media marketing, some do, others don’t. Decide ahead of time if these things are important to you or not.
BIG MISTAKE #4
Not Getting 100% Reassurance That Your Marketer Can Do The Work
Needless to say this is HUGE! This is the most important mistake I hear business owners make regularly. We’ve all been there, we’ve hired someone because it sounded great at the time, yet that rash decision only made matters worse.
“Zane, I get it, but how do I know if he or she can do the job?” Simple, just ask “Have you done this before?” and “What were your results?” Your copywriter and online marketing specialist will be able to share with you exactly how he or she has helped others and reassure you that they can do the same for you. If not, keep searching.
Main takeaway: Don’t just hire anyone for your next marketing campaign. Be sure they can clearly articulate what they can and can’t do for you before you give them the green light.
BIG MISTAKE #5
Read The Fine Print of The Marketing Agreement
I’m currently consulting a local spa who’d hired a web-designer to create their website. I should have added this to the list of horror stories… but I’ll tell you quickly what happened. So this spa hired a guy to do their website and failed to read the fine print on the agreement. The developer put in the contract that he charges over $200 a month for web hosting. Can you believe it?! Talk about a “gotcha!” moment.
The original quote for his web services was under the industry average so I can see why the spa selected him for the work, but after everything, there were many add- ons, the price ended up being over double the quote. The developer didn’t include a lot of basic things, which is still costing this facility a lot of money monthly.
Main takeaway: Read the fine print of your agreement, even if you’ve discussed the details of your project at length with your copywriter and marketer, I know this sounds intuitive, but it often gets overlooked.
BIG MISTAKE #6
Requesting A Proposal Before You Agree To Hire Your Copywriter
When I first got started as a copywriter and online marketing strategist, I’d meet with potential project managers, CEOs to discuss their goals and products at length. Some of the meetings would last over 90 minutes! Then I’d return to my home office and hammer out a detailed proposal with my notes on how I’d tackle the project, my projections and anything else I could think of to ensure their success.
What a waste of time! Not only does it not truly serve the business owner, but it wastes valuable time for both parties. I no longer create proposals for clients ahead of time and requesting one won’t truly serve you.
So what will serve you? What’s better and more efficient is to discuss the details of what your copywriter can and has experienced in doing. Ask him, or her, what is it that they’d provide based on the scope of the project. This should take about 20-30 minutes and then both parties will be able to fully understand what can be realistically achieved together.
At that point you ask for a ballpark figure, and based on that answer you agree to hire him or not. Once you agree, a contract will be submitted, payment exchanged and a proposal will be submitted as payment is received.
This ends up being the best strategy for both parties, produces the best results and saves everyone valuable time.
Main takeaway: Don’t waste your time reading extensive proposals if you aren’t sure you’ll hire that person for the job.
BIG MISTAKE #7
Not Getting A Money Back Guarantee
Typically, you can avoid being a victim of pseudo marketers by ensuring they provide a 100% money back guarantee if you’re not satisfied with their service.
This reassurance is the true test as to whether the copywriter believes in what he or she offers or if they’re just working their way through businesses trying take and not honestly give. High quality copywriters and online marketing strategists believe in what they do and are happy to offer at least a 30-day money back guarantee.
Main takeaway: Copywriters often shy away from guaranteeing their work with a money back guarantee because they fear they’ll be taken advantage of. What a pile of crock!
In the years that I’ve offered my services with a guarantee, no one has EVER requested their money back. Actually, several clients continuously refer me to bigger companies month after month.
If the copywriter you’re considering does’t support their work with a guarantee… BEWARE!
Well, there it is. Obviously, if you’re a veteran business owner or hiring manager, you may have known a few of the secrets I’ve revealed in this report. I hope however, that a few useful gold nuggets were uncovered that will guide you farther along your hiring journey.
My goal is to ensure you’re well equipped to select an excellent copywriter so that your next launch turns out exactly as you both envision so you get all the congratulatory applause you richly deserve.
And if I can help you or you’d like to reach out to me, please contact me here.
Yours In Success,
P.S. For more information about my services go to http://zane-white.com/services