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E-Marketing Performance Blog

Marketing Big Shots Sell Themselves Short


The biggest travesty is when highly knowledgeable individuals are kind enough to share their inside know how, but fail to reach those who are truly interested by committing acts of grammaticide. That is the worst injustice anyone can do to themselves. On top of slaughtering a perfectly viable idea, they charge their readers a fortune to be continually distracted by the erroneous syntax, so much so that the reader wants to highlight the errors, put the “book” in a box, and ship it back to the writer with an invoice.

The smart ones hire qualified writers to disseminate their knowledge in a coherent fashion, or at least get a proofreader. Unfortunately some of these highly intelligent people are also greedy. They don’t want to pay someone to write their books for them and of course they are not going to pay someone to have the pleasure of reading their masterpiece. So blindly they throw their lure into the lake and wait for that first innocent bite. But fish don’t eat bad bait and if they get suckered into it they sure as hell won’t try it again.

Call me miss turner if you want.

When Life Gives You Lemons: How To Speak to Every Visitor Who Enters Your Site from the Unfortunate Experts at Future Now

While reading The Conversion Expert Workbook, which was a thoroughly, unimpressively written work, I decided to use the wealth of information they provided on temperament profiles to make a template. This template will help to determine the format of each page of any given site to speak to each of the four temperament:

  1. Competitive
  2. Spontaneous
  3. Humanistic
  4. Methodical

Here’s what I came up with:

Headline: What can you do for visitor?
Sub headline: What are visitors’ options?

Body: Describe options and possibilities as a solution to visitors challenge. State the goal and how to achieve it. Provide link to buy here. Induce curiosity and provide credible information emphasizing value and quality.

Sub headline: Use UVP

Body: Use bullet points to allow reader to skim text. Describe popularity of products. Display new products here. Provide buying options and shipping info here for immediate gratification. Describe values with assurances through testimonials or ratings. Link to testimonial page here or add testimonials to page.

Testimonial #1– From individuals holding high opinions of your products

Testimonial #2– From individuals holding high opinions of your company and describing how you company provided the solution.

Sub headline: Address the big picture: how others are being helped

Body: Describe popularity of products and how they are supported by others as the solution. Link to about us page here. Provide money back guarantee here.

Sub headline: Specific details

Body: Provide details and hard evidence. Place product as the logical, responsible solution with authoritative tone. Graphs, tables, statistics, facts…here.

Call to action

Like the saying goes, “When life gives you lemons, make lemonade.”

Max Speed

If the Pole Position Marketing team had a muse—and it does—it would be Max Speed. We love Max’s occasionally off-color, usually amusing and always pointed “Maxisms.” (Maybe “Maxims” would be a better word.) Max gives voice to some of the things we think but, bound by professional decorum, aren’t permitted to say. At least, not out loud.

4 Responses to Marketing Big Shots Sell Themselves Short

  1. Mark S says:

    I like the Eisenbergs work a lot. Waiting for your cat to bark is excellent. Why are you beating it up? I found it easy to read and took a lot away. Same for Call to Action. You’re jealous.

  2. Katie Cummings says:

    I guess I am jealous. I’d love to be making a fortune without too much effort. I agree their books are great, they are chock full of useful information, but they need a proofreader at least. I thought I made it clear in this post that I found it useful, but it just needed some editing work done (here I’m speaking of the workbook). It isn’t clear who their audience is either. The workbook is supposed to be for beginners, but at times it seems to address an expert. I found a lot of repetition too, but I guess if it is important, it’s worth saying more than once. For almost $300 I would expect a well written, well thought out book, not some paper printed out and hole punched for a binder I could have bought at target for $3. The Eisenbergs are very intelligent individuals, no doubt about that. However, they should make sure the information they put out is error free as not to damage their own credibility. As far as “beating up” their work, That was never my intentions. I call it a constructive criticism.

  3. Katie Cummings says:

    Oh I forgot to mention that I actually made a mistake. In the image at the beginning of this post I put two pictures of the same book. Which Sells Best: A Quick Start Guide to Testing for Retailers (eBook) and Contact Me or Submit?: A Quick Start Guide to Testing for Lead Generation (eBook). Yeah they have different titles, but check them out. They’re the same book. Don’t get ripped off and buy both!