March 2013
DIGITAL MARKETING INSIDER
YOU EXPLANED...WHY YOU DO THE THINGS YOU DO THE LIFE CYCLE OF AN ENTREPRENEUR ENTREPRENEUR INSIGHTS
About Us We create great looking online advertising campaigns that enhance your brand, we use scientifically proven online advertising methods to drive visitors to your website and adverts and then we optimise your site to make sure those visitors become paying customers that tell all their friends and come back for more. Our team is different, we live in the UK so we understand how & what brits love to buy. We’re successful online entrepreneurs, world class copywriters, website optimisation specialists, online advertising mavericks and the geekiest SEO people!
Contents
02 / A Note From The Editor 03 / You Explained...Why You Do The Things You Do 05 / Top 3 PPC Mistakes & How To Avoid Them 06 / The Life Cycle Of An Entrepreneur 07 / How Confused.com Adverts Use Subliminal Sex To Sell 09 / The 5 Types Of Prospect And How To Sell To Each Of Them Part 4 10 / Entrepreneur Insights 11 / Get In Touch & credits
01
A Note From The Editor
First a warm welcome to March’s edition of the Digital Marketing Insider, produced by ROARlocal.com.
If this is the first time you’ve received this a hearty welcome to you! You’re receiving this because we want to show you what we’re all about and also give you some usable strategies to help your businesses grow. This month we’re launching our outsourced marketing department Roar Digital. It’s a boutique digital marketing agency that works with a select group of entrepreneurs. We look after all their online marketing strategy and implementation. So we plan and execute all their online activities for them from website design and build to traffic generation, social media to conversion optimisation and much more, it’s like having 15 online experts work on your business for you as an outsourced online marketing department. It’s proving to be VERY popular with 5 great clients already! You can learn more about it here: www.roardigitalagency.com I hope you’ll enjoy reading this month’s magazine it’s jam packed with our usual level of brilliant content and as always if we can help you in any way please get in touch
Neil Asher CEO ROARlocal 01273 78 21 44
02
You Explained….Why You Do The Things You Do
by Neil Asher
I had a great e-mail from one of my subscribers asking me how I get so much done (I get less done than you’d think). It got me thinking about why we do the things we do.
Your subconsious mind is amazing, it is the genius that runs your body and life. Our rational mind is great fun too but compared to the subconsious it pales in importance when it comes to understanding behaviour Back when I’d finished my Psychology degree and we started New Insights I was fortunate enough to coach many many people from multi millionaires to Diplomats, Celebrities to homeless guys on the streets and much much more.
I began to see a predictable pattern that went something like this: Some (percieved) painful event in someones past creates emotional pain. The subconscous mind creates a set of new behaviors to help avoid that pain in the future whilst the higher mind brings the necessary circumstances into being to show you the value of it The rational mind cannot comprehend the magnitude of all this and tries to “think of the solution” You, become confused and seek answers both at the rational level and subconscoius level. I coached a diplomat for a while who drank a lot at night, he couldn’t understand why he did this (rational mind) and wanted it to stop. He came to me for help; after talking for a while I began to ask him questions. Me “If you didn’t drink at night what would you do?’ Him “Why I’d work of course, I’m very busy and need to continue working at home” Me “When you do drink what do you do?” Him “I tend to watch TV or sit and talk in the garden” Me “What’s great about doing that for you?” Him “Great? what do you mean? I’m here for help not to have you cheer leading me drinking!” Me “Listen, you’re here for help, play with me here and lets see where this takes us ok?” Him nodding “OK, well I guess I do spend some great time with my son at night and I really enjoy getting to know him more and it’s nice to talk with my wife and forget about work for a while….” See where this is going? It turns out he loved spending time with his family but felt guilty about doing that due to some percieved earlier pain from his father, so his subconscious mind had started him drinking knowing this would kill 2 birds with 1 stone; Stop him working get him relaxed We may say this is bad behaviour to drink yet it is the most elegant solution to this problem.
03
by Neil Asher
You Explained….Why You Do The Things You Do
Here’s what I’ve learnt; All behaviour serves. Procrastinating for instance generally means you’re not ready and need more information, we have labelled this bad, yet the opposite is true. Everything you do serves, think you did someone wrong in your past? Think again, everything serves, we are inexplicably drawn to those that we need to meet to learn our lessons.
Everything serves. The subconscience is trying to meet a need, so far the only need I’ve seen consistently is the need to love and be loved. So I have to assume this is the over riding creative drive for everything we do. But your subconsious does not work in a rational way, it has FAR more resources available to it than mere thought, thus it creates the simplest way to do that through your behaviour. Your rational mind tries to understand a complex (to your rational mind) sequence of events but in truth never can.
Einstein said it best: “The intuitive mind is a sacred gift and the rational mind is a faithful servant. We have created a society that honors the servant and has forgotten the gift.” So next time you don’t understand why you’re doing something or why someone else is doing something just realize that they are trying to be loved or give love and their behaviour is the sum of their subconscious mind with all it’s resources finding the simplest and most elegant way to do that. See more at: ROARdigital.com
04
Top 3 PPC Mistakes & How To Avoid Them
by Neil Asher
Are you wasting money on your Google ads? Here’s some common errors we see when we take over PPC accounts from other companies.
Bidding on open ended keywords with no negatives. Fifteen Cornwall Food is showing up for gluten free keywords…. dumb! You can see that the word treats is bolded in this ad so we know they are bidding on the word treats (bolded words are words you’re biding on). So not only will they show up for “gluten free treats” they’ll also show up for “what’s a nice treat for my dog?” and “what should i do if my boyfriend treats me bad?” Nice huh? An easy way to blow your ad budget fast!
Next Weirdly irrelevant: Keyword = dog food and check out the last ad…. www.horse-feeds.net who’s going to click this ad? No one with a dog! So if you bid on a keyword make sure the ad that shows is also about that keyword.
Final one (for today) Keyword = yoghurt franchise. So I’m looking for a business right? Wrong! According to newcd.co.uk I’m looking for business leads and according to 80% of the ads I’m looking for a tub of yoghurt! Negative keywords people! and asda you need to get in touch FAST! Want us to look after your online marketing for you? Then check out our services here
05
by Neil Asher
The Life Cycle Of An Entrepreneur
If you are or ever have been a work from home entrepreneur, you can probably relate to this… These are the 4 Stages of the work from home entrepreneur Life Cycle, according to ME.
I figure I’m probably in good company, however, according to Jung in his book memories dreams and reflections (which is AWESOME by the way), our emotional development stops at about age 7.....So that would make the following juuuust about right then!
Stage One I call this one the wide-eyed and bushy tailed stage. Cause it’s the phase in being a work from home entrepreneur where you are all star eyed and bedazzled by what kind of earning potential you’ve got out there waiting for you. I went from earning £8.50 an hour as a chef, to £100+ an hour (that’s my conservative guess– definitely on the low end, figuring £5,000 a week which is what I was making back then in my first business.
OR… you can stretch yourself and make a move. For me, Stage Four is the time to make the move. A BIG, BOLD move. Cause you realize that the only perfect business you’re ever going to get is… YOU.
Call it human nature, but that soon gets old. You start to realize that while generating £10,000 a week is great, BUT…. it’s still work. Dissatisfaction starts to brew.
So you start shifting your thought processes. Instead of being focused on how to keep your client “happy” and how to keep the projects coming through the door, you start focusing on step one in business: generating more revenue for yourself… selling more of your own stuff or other people’s stuff. This is where you need to FOCUS. My advice make your first business work BEFORE you start the new business.
Stage Three
What does “work” mean?
Here’s where things can go south quick if you don’t just stop and take a breath and understand that you are where you are because you need to be there at the moment. Tough pill to swallow sometimes, but it’s the truth.
For me it means it runs without me, if I need anymore than an hour of work to make the business work then it’s not a business, it’s a job. So stay focused and systemise the business and get people to run it for you.
Stage Two Here’s where the problems begin. You somehow missed it before, but now it becomes clear that being a work from home entrepreneur is actually work. Heaven forbid. By stage two, you’re getting used to making money with a whole lot less effort than 99% of the world.
However… It can be hard to remember that when you look up long enough to see that you’re generating X pounds while you read about other people telling you they make £50K a week.
Then you’re ready for the next one.
You don’t really think about all the risks, hard work, sacrifices, or their string of failures that led them to their current success. All you can see is the difference in the bottom line. Thoughts like, “Well if that guy can do it, anyone can do it.” start to creep into your head.
Stage Four
Want us to look after all your online marketing whilst you focus on growing your business? Then why not check out our outsourced marketing department
The pressure builds enough for you to consider busting out of this (now crap) business and doing the next big thing. After all, everywhere you look, there are a ton of successful people (far less equipped than you that are doing it. If they can do it, why not you? Here’s where you have a choice to make. You can either shrink back and stick with what you know, and somehow just be OK with the nature of the business. That you work for money. And that when you don’t work, you generally make less.
06
How Confused.com Adverts Use Subliminal Sex To Sell
by Neil Asher
You’re not imagining things! How Confused.com adverts use subliminal sex to sell throughout them in a very smart and subtle way. First up watch the advert (click image or this link roarlocal.com/confusedcom-adverts/) Now watch it again BUT turn the sound down.Notice how you feel inside? Kinda sexy don’t you think?
Here’s how they do it. In Psychology and marketing we know that our eye’s follow where the person in the ads eye’s look, that’s why it’s smart to get the person in your facebook ads to look at your text for instance or why your landing page should have someone on it looking at the action you want your prospect to take. Here the confused.com advert tells you exactly where to look…. BOOBS! Setting the scene for the rest of the advert. Interestingly confused.com has stated that the gay market represents a market that they activly pursue and we see good looking guys throughout in stereotypical poses too. Notice the car mirrors covering the “goods”
how confused.com uses subliminal sex to sell
Next up more BOOBS! What’s another name for boobs? Melons of course, and so confused.com very smartly tells you to focus on the melons in this scene, this is a recurring theme throughout their ads, use another word for something sexual. Bear in mind that this advert gets to run anytime of day and you’ll see the genius of it. Boobs sell. So we have 3 guys ogling 3 scantilly clad girls gyrating around wriggling their butts and bouncing their boobs (confused.com loves bouncing boobs in their adverts).
07
by Neil Asher
How Confused.com Adverts Use Subliminal Sex To Sell
Check out this next scene: Hmmm lap dancers… Notice as well that the fruit stall the guys are on seems to have LOTS of bananas on it… bananas and melons.. Our next happy scene is one of my favs. Here confused.com uses slight of hand and eye tracking to insinuate sexy time. Notice the positioning of the hand by the girl on the left and the way the guy is looking (and smiling) at his crotch, what do you think is happening here? It’s all done in the best possible taste of course Now go back and watch the ad again and see if you can spot more, if you do write them in the comments below If you enjoyed this let me know and I’ll do their new commercial… LOTS of subliminal sex in that one! The truth is that it’s very smart what they’ve done, we use and imply sex all the time in life and marketing and so it makes sense for confused.com adverts to be sexual in nature, of course they could never be blatant but then again I’ve always found a flirtatious tease is just as much fun as the actual thing. If you’d like roardigita.com to look after your online marketing for you so you can focus on running your business checkout our outsourced marketing department.
08
The 5 Types Of Prospect And How To Sell To Each Of Them Part 4
by Neil Asher
“How To Bring A New Product To Market”
In my previous posts we started the process of how to market your products and services to your prospects depending on what stage on their awareness cycle they were at, here I outlined those 5 stages of awareness for you: How to sell your products online part 1 Next I showed you how to market to your prospects online based on the stage of awareness they are at here’s phase 1- Your tprospect knows about their problem and knows that your product can solve their problem. How to sell your products online part 2 Then we moved on to stage 2: Your prospect knows about their problem but does not know that your product can solve their problem. How to sell your products online part 3
This is a MUCH different marketing problem than has previously been discussed, here the purpose of the banner ad is to outline the problem to attract the click, then the landing and website is tasked with proving the product can deliver. So these banner ads must get inside the prospects head and enter the conversation the prospect is having. Here’s the four best strategies to test as demonstrated by our work for the Pimsleur Approach:
1. Simple and direct
2. New proof introduction
“discover a trick to learn a language in 10 days”
“when the FBI wants to learn French here’s what they do”
3. Mystery
4 Wonderment
“Only brainwashing is faster”
“The uncensored true story”
Now we come to phase 3: The prospect either knows, or recognises immediately, that he wants what the product does; but he doesn’t yet know’ that there is a product, your product, that will do it for him. Another way to state this is
“How To Bring A New Product or Service To Market” This represents 2 great marketing problems to be solved: 1. To isolate the need in the marketplace for a new product or service 2. To put the (often) unconscious and uncommunicated problem into a advert that represents what your prospect is thinking about in such a way that when they see it they get a EUREEKA! moment when they realize you have the scratch for their itch. There are three steps in this process. 1. Name the need and/or its solution in your banner ad. 2. Then take your prospect to your website so you can prove that that solution can be accomplished. 3. And show that the mechanism of that accomplishment is contained in your product.
As you can see these ads are designed much differently and in part 5 I’ll go into how to sell your products to the more challenging market, when your prospect has a need of your product, you may think that a need is easy to sell but it’s much easier to sell wants than needs as you’ll see. Want us to look after your online marketing for you? Check out our new “Outsourced Digital Marketing Department” service here
09
Entrepreneur Insights This month we are interviewing John Davy - a very successful and highly regarded serial entrepreneur in both online digital marketing and the leisure sector.
John has a clear understanding of the consumer and why they follow and continue to support a brand. He developed the Jongleurs brand to become the most respected comedy brand in the UK. Passionate about brand and fast roll out strategies, John is expertly rolling out the Jongleurs fanchise, owns several successful online businesses and consults on e-commerce and online customer journey.
What one thing about your childhood, personality or upbringing do you think had the biggest influence on your becoming an entrepreneur? My father died when I was 11 years old and my mother was an alcoholic. I ran the family from a very young age.
How did you do at school and what did you most love or hate about school? I did’t do very well at school, I was angry and very rebellious. Strangely, the ONLY prize I ever won at school was “Personality of the Year” which on reflection, they may well have made up a prize for me!
What would you say was the ONE THING that made the difference to your success with Jongleurs? The one thing that made the difference was having a complete and uncompromising attitude towards customer care. I never ever took my eye off what our customers were looking for. To do this, I would work right on the front line, in our case, the phones! I would telephone 5 different customers a week, every week over a 15 year period to get feedback. Depending what the feedback was, I would change the company to reflect what I was hearing. Also, the fascination of having useful data led to a 650,000 strong membership list - invaluable for helping the company grow fast.
What ONE THING would you do differently, knowing what you know now? When I sold the company, with a valuation of £30 million, back in August 2000 I should have invested in internet membership sites. We brought the company brand back in 2010 for £1 after the PLC had made a mess of it. We were able to put a lot of the data learning into effect. It really is a great brand and is building massively.
What really gets you buzzed NOW about being in business? What fulfills you most? No surprise with my answer here! Internet traffic and e- commerce conversion . I can compete and very often win in the very competitive online markets This is due to the skills of my team in one of the most successful e-commerce and affiliate lead generation consultancy companies in the UK.
10
Get In Touch
Contact www.roarlocal.com/contact Fill in the form to contact us at any time. We need your name, the domain name of your existing site (if you have one), your preferred method of contact (phone number or email address) and we will get back to you as soon as possible.
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