Table of Contents
INTRODUCTION 12
SPECIAL THANKS 13
YOU CAN LEARN A LOT FROM A DAIRY FARMER 18
THE SUPPLY AND DEMAND MODEL 19
DAIRIES ADAPT THEIR MARKET BEHAVIOR TO MAKE THE BEST USE OF LIMITED RESOURCES 20
AS EFFICIENCY GOES DOWN, SO WILL OVERALL RESULTS 20
SMALLER PROFITABILITY LOWERS EXPECTATIONS 21
CIRCULAR CAUSE AND EFFECT CHAINS CAUSE A DOWNWARD SPIRAL 21
UNLESS BEHAVIOR CHANGES, THE PROBLEMS ONLY GET WORSE 21
EXECUTIVE SUMMARY 22
WHY WEB MARKETING FAILS 23
MOST WEB MARKETING PLANS ARE THE RESULT OF BAD PLANNING AND MISSED OPPORTUNITY! 23
MANY WEB MARKETING CAMPAIGNS DO NOT KNOW WHAT TO MEASURE! 25
MANY WEB MARKETING CAMPAIGNS DO NOT KNOW HOW TO DEFINE AND MEASURE RESULTS! 26
MOST CURRENT WEB MARKETING CAMPAIGNS GET MARGINAL, IF ANY, RESULTS! 27
YOUR MARKETING CAMPAIGN NEEDS TO BE REPLICABLE 30
YOUR WEB MARKETING CAMPAIGN MUST BE SCALABLE 30
YOUR WEB MARKETING CAMPAIGN MUST BE BOTH UNDERSTOOD AND EXPLOITED 31
SEEING YOUR PRODUCT AS A CUSTOMER SEES IT 33
WHO IS YOUR CUSTOMER? 33
HOW DOES LOCATION MATTER? 36
WHAT IS THEIR UNIQUE NEED? 37
WHAT DOES YOUR PRODUCT OR SERVICE OFFER THEM? 38
WHERE ELSE CAN THEY FILL THAT NEED? 38
ARE YOU A RECOGNIZED SUPPLIER OF THAT PRODUCT? 39
IS YOUR PRODUCT CLEAR TO THE CUSTOMER? 40
DOES YOUR POTENTIAL CUSTOMER IDENTIFY WITH BOTH THEIR NEED AND YOUR SOLUTION? 41
DOES THE CUSTOMER SPEAK YOUR LANGUAGE? 41
UNDERSTANDING THE JOYS OF BEING YOUR CUSTOMER 44
HOW DOES IT FEEL TO BECOME YOUR CUSTOMER? 44
WHAT IS SO IMPORTANT ABOUT THE CUSTOMER EXPERIENCE? 46
CUSTOMER RELATIONSHIPS CAN LAST A VERY LONG TIME... 48
WHAT IS THE PROCESS OF SUSPENDING DISBELIEF? 50
WHAT IS THE PROCESS OF BECOMING YOUR CUSTOMER? 53
WHAT IS THE BENEFIT OF BECOMING YOUR CUSTOMER? 54
WHAT IS THE REWARD FOR BECOMING YOUR CUSTOMER? 55
WHAT IS THE FREEDOM OF BECOMING YOUR CUSTOMER? 57
WHAT IS THE EXPERIENCE OF BECOMING YOUR CUSTOMER? 59
WHY DO THEY WANT TO SHARE THE EXPERIENCE OF BECOMING YOUR CUSTOMER? 61
IDENTIFYING YOUR CUSTOMER 64
WHO IS YOUR IDEAL CUSTOMER? 64
WHY IS THAT PERSON YOUR IDEAL CUSTOMER? 66
WHY ARE YOU THE IDEAL SUPPLIER? 67
HOW WILL BECOMING YOUR CUSTOMER IMPROVE ONE’S LIFE? 68
PROFILING YOUR TARGET CUSTOMER 70
WHO IS YOUR IDEAL CUSTOMER? 70
WHAT DOES YOUR EXPERIENCE TELL YOU ABOUT THE CUSTOMER? 71
WHAT ARE THEIR PRIORITIES? 72
WHAT ARE THEIR MOTIVATIONS? 72
WHAT ARE THEIR INTERESTS? 72
WHAT ARE THEIR HOBBIES? 73
WHAT IS THEIR INCOME LEVEL? 73
WHAT ARE THEIR DRIVING MOTIVATORS? 74
CAN YOU PUT A FACE ON TARGET CUSTOMERS? 74
CAN YOU SPEAK WITH THEM ABOUT YOUR PROFILE? 75
CAN YOU TAILOR YOUR MARKETING MESSAGE TO SPEAK TO THAT PROFILE? 76
CAN YOU MAKE THAT MARKETING MESSAGE COMPEL THAT MARKET PROFILE? 76
DEVELOPING YOUR VALUE PROPOSITION 77
HOW DOES YOUR IDEAL VISITOR BECOME A CUSTOMER? 77
WHAT DOES YOUR PRODUCT OR SERVICE OFFER? 78
WHAT IS THEIR UNIQUE NEED? 79
WHERE ELSE CAN THEY FILL THAT NEED? 80
ARE YOU A RECOGNIZED SUPPLIER OF THAT SOLUTION? 80
IF YOU HAVE BEEN RECOGNIZED, BY WHOM? 81
DOES THE VISITOR KNOW AND RESPECT THEM? 81
IS THE VALUE PROPOSITION CLEAR TO THE VISITOR? 82
HOW DOES THAT VALUE PROPOSITION POSITIVELY IMPACT THE VISITOR? 82
ARE YOU SURE THAT THE VISITORS FELT NEED IS IDENTIFIED? 83
ARE YOU SURE THAT THE VISITORS’ UNDERSTANDING CLEARLY MATCHES YOURS? 84
WHAT IS YOUR ASSUMED JARGON? 84
ARE YOU SURE THAT THE VISITORS RECOGNIZE THE VALUE PROPOSITION? 85
CREATING CUSTOMER AWARENESS 86
HOW DO YOU CREATE CUSTOMER AWARENESS? 86
HOW LONG DOES THAT AWARENESS TAKE? 87
WHAT IS AN IDEA VIRUS? 87
WILL IDEA VIRUSES WORK FOR YOUR MESSAGE? 88
CAN I LEVERAGE SOMEONE ELSE’S IDEA VIRUS? 89
WHO ARE THE SUBJECT MATTER EXPERTS IN YOUR MARKET? 89
BECOMING UNIQUE 91
IS YOUR SITE ONE OF A MILLION OR ONE IN A MILLION? 91
HAVE YOU CARVED OUT YOUR COMPELLING NICHE FOR YOU VISITOR? 93
WILL THE IDEAL VISITOR KNOW THAT YOUR SOLUTIONS TARGET THEM? 94
CAN I BUY TRAFFIC FROM THE RIGHT TYPES OF VISITORS? 94
ATTRACTING THE RIGHT VISITOR 96
ARE ALL VISITORS CREATED EQUAL? 96
HOW DO YOU KNOW IF YOU ARE ATTRACTING THE RIGHT VISITOR? 97
WHERE CAN YOU FIND THE RIGHT VISITOR? 98
CAN I BUY TRAFFIC FROM THE RIGHT TYPES OF VISITORS? 99
FAST SEARCH ENGINE VISIBILITY 100
WHAT CONSTITUTES GOOD SEARCH ENGINE RESULTS? 100
ARE ALL VISITORS CREATED EQUAL? 101
WHICH IS BETTER: BUYING TRAFFIC, TRADING TRAFFIC, AND BEING FOUND BY A SEARCH? 103
TRACKING AND ADAPTING YOUR STRATEGY FOR SUCCESS 105
DO YOU KNOW WHAT YOU SAID OR DID TO CAPTURE A VISITOR’S ATTENTION? 105
DO YOU KNOW WHERE OR HOW A VISITOR BECAME AWARE OF YOUR SOLUTION? 107
DO YOU KNOW THE VISITOR BEHAVIOR PATTERN TO BECOMING A CUSTOMER? 108
DO YOU HAVE THE ABILITY TO REPEAT A BEHAVIOR PATTERN? 109
DO YOU HAVE THE ABILITY TO SCALE THAT BEHAVIOR PATTERN? 110
ONCE YOUR SOLUTION BEGINS TO SHOW RESULTS, CAN IT BECOME MORE EFFECTIVE? 110
CAN YOU DESCRIBE THAT PATTERN OF BEHAVIOR INTO A MODEL FOR INCREASING RESULTS? 111