What people see when they land on your website is critical to the success of your business. Customers need to know that you understand their difficulties and that you are uniquely capable of solving their problems. They also need to know it within three to five seconds of landing on your site because, no matter how much they want a solution, multiple studies show that people will bounce off your site if they don't see what they need right away. Here are some things to keep in mind as you assess and write copy for your website. Just in case you are unfamiliar with the term "copy" it refers to the written word in sales and marketing material. 1. Clarify the problem you solve. People want solutions to their challenges, so show that you understand their frustrations. You need to know who your ideal customer is and exactly what problem you solve in order to do this effectively. 2. Focus on what's in it for them. Instead of talking about how great you are, focus on how your customer's life will improve. 3. Build trust and empathy. Use case studies and testimonials to show that you understand their problems and have successfully produced results for others. If you don't have any customer experiences to draw on, make it your mission to develop something. Until then, focus on demonstrating your expertise in other ways, such as offering tools, use cases or free assessments. Never post phoney testimonials. 4. Outline a clear path or steps the customer can take to solve their problem using your product or service. If you guide people toward making a decision to contact you or purchase something, for example, you increase the likelihood that they will. 5. Include a very visible call to action at the top, middle and bottom of your website. Be strategic in your placement. Invite people to book meetings, download e-books, etc. 6. Mention the consequences of not addressing their problem. 7. Use clear language. Avoid jargon, acronyms and intellectual language. The less people have to think when they read, the better. Even the best newspapers write at an 8th grade reading level. Be very concise. Avoid lengthy paragraphs and fancy fonts. Keep it very simple. If someone has to focus and think about what you are saying on your website, you will lose them eternally. 8. Use visuals that support your message. The text and the images need to contribute to the clarity of your message. They should never be a distraction or require effort to understand. 9. One last thing. Write with humans in mind. Bots don't buy. Use key words that are relevant but don't obscure your message for high ranking SEO.

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Members have been telling me they want help with lead generation, but there are many ways to generate leads. Pick an option below and I'll run a workshop for you according to demand!

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Music in presentations … why not? Several years ago, I was studying the final presentation delivered in Singapore in 2005 by the London Olympic committee. What advertising guru Jon Steel called the Perfect Pitch. (see book of the same name). I noticed the London committee used music in their presentation. They used a song from British soul singer Heather Small, called Proud (see link in the comments). One line from the song is, step out of the ordinary. This got me thinking about music in presentations. Should we step out of the ordinary? I recently watched some of the U.S. Democratic party’s convention. Every speaker had walk on music. Music was always playing during the times between speakers. And they effectively used music to spice up what is usually a dry as dirt part of the convention called the state roll call. Music is so important in politics that musicians are constantly warning politicians and political parties they don’t agree with, not to use their music. Music is used to add and amplify emotional elements in so many forms of human communication. All movies and television shows have soundtracks. Podcasts have musical openings and often use music to separate different segments. Music is used in most advertising and in many You Tube videos. But using music in presentations, certainly in business presentations, is almost nonexistent. Except for the odd video that has music in the background, almost no one uses any music in their presentations. Why not? I’m interested in hearing your perspectives. Joe Pops Boring Don’t Sell P.S. The animated GIF was made in PowerPoint