From the Editor

Frequent readers of this newsletter will know that I usually include tips and advice for making the most of your website, particularly on how to attract new business. If you’re interested in a great program that will walk you through the major steps needed to make your website work hard for you—on your own time AND for free—pay attention to future issues of the newsletter. You’ll have a chance sometime this summer to win a valuable giveaway. Stay tuned…

It’s been a few months since I featured a guest writer in my newsletter, and it’s also been a little while since I brought you a general marketing topic as well, so this month’s issue does both. The guest article tackles a problem that’s all too common in small business marketing: not directly addressing a customer’s needs. I see it often in websites as well.

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All the best,

Adam J. Barkafski

MarketingIs your marketing tool narcissistic?

You know this type: completely self-absorbed, and talks only about himself that every topic of conversation leads back to him. A narcissist.

Guess what? The same characteristics can be found in many marketing tools whether it’s door hangers or print flyers and brochures. These tools are egocentric and are only interested in talking about their business and the products and services they offer.…

How can you assess your website visitors’ experience?…

Insightful TipDoes your website meet visitors’ needs?

Even though the article above discusses offline, or print, marketing materials, the same advice definitely applies to your website. Just as too many brochures are all about the company or its services, websites suffer from narcissism as well.

If someone hits the internet to try to find a solution to a problem, a meaningful gift, or a way to make a life improvement, that’s exactly what they’re seeking. Your website needs to showcase just how you have the perfect solution, the perfect gift, or the perfect improvement. That message can get hidden behind stories of your business’s history or explanations of your different services. Don’t get me wrong; it’s not that these have no place on your website, but first and foremost, your website needs to show how your goods or services will meet a need or satisfy a desire. When potential customers know how your product or service meets their needs, potential customers become paying customers.

Take some time to review your website through the eyes of a potential customer. How well does it perform?