Page 67 - My Marketing Sucks Book

Without action, your business is dead. Might as well turn out the lights, close the
door and find something else to do.

Sadly, too often we see the right message go to the wrong person at the right
time (or some combination thereof) and nothing happens.

For example, you go online to Staples to buy some paper. Part of the checkout
process is to give your email address. Ten minutes after you logout, you get an
email with a promotion for paper. That backfires because you’re now angry
because you just paid full price.

That ever happen to you?

That’s the right message, right person, wrong time… and you get a poor result.

Hey, Where Did Everybody Go?

Your messages should be ‘laser focused’ to that particular group of people. When
a ‘suspect’ receives your messages, the only goal is to get them to show some

level of interest. When they do, you have now successfully moved them along the
Buying Cycle, as they’ve become a ‘prospect’.

Don’t try and push people to hard or fast. If you try to make a ‘suspect’ buy from

you is like asking a girl on the first date to plan the wedding.

Big turn off!

Set up a series of messages for each of your 4 audiences, load them into an

automatic delivery system (we’ll share a few suggested programs in Section IV)
and let it loose.

Chapter 10. Most Websites Flat-Out Suck

Your website is THE hub for all of your marketing. Your website receives all the

traffic from everyone who is actively looking for the solution that you’re