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Write landing pages that convert leads. Here’s how. Use personas. Getting into the mindset of the type of person you want to target prior to writing will improve the overall quality of the landing page. Make your value statements clear. Don’t make visitors guess what kind of value your email newsletter, product, or service can provide. Instead, write copy that explains exactly what potential customers are going to get out of doing business with you. Do A/B conversion optimization testing. Test multiple landing pages and track analytics to determine which one converts the most leads. This will take the guesswork out of your marketing. Install Google Analytics. Be sure to install Google Analytics on your entire website so you can best understand your visitors’ intentions. Michelle Hummel is CEO of Web Strategy Plus. Contact her at michelle@webstrategyplus.com, visit www.WebStrategyPlus.com. 18
Courtesy Calls Proper phone manners will serve your kids (and maybe your business) well Kids use cellphones constantly, texting, shooting and sharing images, surfing the internet, emailing, and even occasionally talking. Yet many lack decent telephone etiquette. What happened to the toddler who said “please,” “thank you,” and “you’re welcome?” If you’re like most parents, you gradually stopped teaching those terms of courtesy, and the magic words —so crucial in telephone talk— vanished by age 16. That lack of conversational courtesy could damage your business if your teen mishandles customer calls during a summer or after-school job. But even if your kids never work with you, one day they will get jobs, and poor phone habits could hold them back in their careers. To boost your kids toward success, here’s a to-do list for helping them field calls with finesse: Proper procedures start at the top. In business, the boss leads by example. With phone
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manners, children follow their parents’ lead. So show them behavior that is the pinnacle of politeness. Use a play phone before giving access to your cellphone. Test their etiquette by role-playing with a close friend or relative, not a customer. Use positive reinforcement when they handle the call right: “Good for you. That was perfect, Alex.” Fake praise isn’t healthy, so after a subpar performance, say, “That was close, Blake, but I bet you can do a little better.” Remember to praise in public and criticize in private. Once your kids have mastered their manners, telephone courtesy will be a workplace asset, whether they’re assisting your customers or someone else’s. Nancy Friedman is a popular speaker and author of nine books on customer service and sales. Contact her at 314-291-1012 or nancy@telephonedoctor.com
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