1.
MORGAN WYLIE
Make Your Website Sell!
Thinking Differently for Success

2.
MINDSET

3.
Belief

4.
Your Best Salesperson

5.
Your Best Salesperson
• A Human Salesperson:
– Training
– Investment
– Targets
– Official position
• A Website?
• The „Checkbox‟ mentality

6.
80:20

7.
The Theory of Constraints

8.
Time, Friend of the Website

9.
Time, Friend of the Website
• Weekly Creative Time
• Deadlines
• Web log of activities
• 80:20
• Outsource everything!
• Randy Pausch – Time Management Lecture

10.
Delays, Enemy of the Website

11.
Delays, Enemy of the Website
• Perfection
• Fear
– Of Failure
– Of Success
• A new way everyday!

12.
Making Your Website Look Wonderful
Isn’t That Important!

13.
Lights, Camera, ACTION!

14.
Lights, Camera, ACTION!
• Taking action is fundamental to marketing
• And, therefore, fundamental to success
• THE ACTION JOURNEY (aka the Principle of Cat Herding)

15.
INTERNET MARKETING
PRINCIPLES

16.
What Did the Greeks Ever Do For Us?

17.
How to Double Your Business

18.
Traffic Copy Emails
Conversions 1 1 1
Multiplier 2 2 2
Conversions 2 4 8

19.
Testing

20.
VISITOR A
SEES WEB PAGE 1

21.
VISITOR A VISITOR B
SEES WEB PAGE 1 SEES WEB PAGE 2

22.
VISITOR A VISITOR B VISITOR C
SEES WEB PAGE 1 SEES WEB PAGE 2 SEES WEB PAGE 1

23.
INCREASE TRAFFIC

24.
PPC (Pay-per-Click)

25.
Marketing – Pay-per-Click
Get Sophos Now
Unbeatable Anti-Virus Protection
100 Million Users World-Wide!
www.click4sophos.co.uk/sophos
Get Sophos Now
Defend Your Network With Sophos
Download Sophos Instantly Online!
www.click4sophos.co.uk/sophos

26.
Marketing – Pay-per-Click
CTR: Get Sophos Now
1.94% Unbeatable Anti-Virus Protection
Conversion 100 Million Users World-Wide!
Rate: 2.5% www.click4sophos.co.uk/sophos
CTR :
Get Sophos Now
3.67% Defend Your Network With Sophos
Conversion Download Sophos Instantly Online!
Rate: 5.5% www.click4sophos.co.uk/sophos c

27.
Marketing – Pay-per-Click
Web Design
Award Winning Web Design Services
Visit Now For Friendly Advice!
www.morganwylie.com
Web Design
Award Winning Web Design Services
Visit Now For Friendly Advice!
www.morganwylie.com/webdesign

28.
Marketing – Pay-per-Click
CTR: Web Design
3.39% Award Winning Web Design Services
Conversion Visit Now For Friendly Advice!
Rate: 4.2% www.morganwylie.com
CTR : Web Design
4.89% Award Winning Web Design Services
Conversion Visit Now For Friendly Advice!
Rate: 7.4%
www.morganwylie.com/webdesign

29.
Social Media Marketing

30.
YouFaceLinkTwitBook
• Advertising
• SEO Possibilities
• Opportunity Mining/Brand
Management

31.
INCREASE CUSTOMERS

32.
Know Thy Market

33.
It‟s A List!
Customers Prospects Suspects
Services Products

34.
It‟s Not a List!
• What is their biggest desire?
– Divides into
• surface desire (e.g. increase profit)
• core desire – define by answering… “If I could just…” (e.g. grow big
enough to sell my business)
– Now sum it up in one word? “Freedom”
• What is the market’s biggest problem?
• Perhaps they are overwhelmed/time poor/everyone hates them?
• How do you find out? Join the forums and read.

35.
It‟s Not a List
• Cultivate the Predisposed
• Instant Empathy
– the list is defined by one person who represents the whole

36.
It‟s A Person!
Customers Prospects Suspects
Demographic
(Age, Sex, Income, Marital Status, Children, etc)

37.
It‟s A Person
Customers Prospects Suspects
Psychographic
(Interests, Lifestyle, Behavior, Values, Past Failures,
Future Desires, Common Traits)

38.
Top Techniques to Perfect Copy

39.
XYZ is a firm of Chartered Accountants and
Registered Auditors established since 1974. Its
reputation as an efficient firm of accountants has
grown and has attracted a large number of
companies.
In today's ever changing world, clients need to be
confident that their financial affairs are in good
hands. This confidence is gained by our personal
approach to professional matters and by the results
achieved by our advice and recommendations.

40.
IT goes wrong -- we're not scaremongering, it's just a fact of life.
When it does, we‟re here to help. Our approach to your IT is simple;
get there fast (98% on site within 4 hours)
fix it fast (99% of visits are first time fixes)
report and prevent (our preventative advice will save you money)
Here's our promise to you: if you aren't impressed by our speed and quality
of service on our first visit we will give you your money back!
So, let's start with a simple conversation. If we can help we'll tell you, if
we can't we'll leave it at that.
Call us today…

41.
IT goes wrong -- we're not scaremongering, it's just a fact of life.
When it does, we‟re here to help. Our approach to your IT is simple;
get there fast (98% on site within 4 hours)
fix it fast (99% of visits are first time fixes)
report and prevent (our preventative advice will save you money)
Here's our promise to you: if you aren't impressed by our speed and quality
of service on our first visit we will give you your money back!
So, let's start with a simple conversation. If we can help we'll tell you, if
we can't we'll leave it at that.
Call us today…

42.
• Make Money from Your Website!
Attention
• Did you know that only 1% of visitors become customers?
Interest
• Here‟s how you can convert the other 99%
Desire
• Click Here for Your FREE Download
Action

43.
• Make Money from Your Website
Attention
• Did you know that only 1% of visitors become customers?
Interest
• Here‟s how you can convert the other 99%
Desire
• Click Here for Your FREE Download
Action

44.
Copy
• Write as you speak
– We‟re tuned in to spoken language
– Makes writing easy
– Makes understanding easy
• Use bullets and lists
• Get straight to the point
• Clear and concise
• Use short sentences
• Avoid jargon
• Get a sense of your own style
• Try using dictation software
• JUST START WRITING

45.
Email Marketing

46.
People Surf for Information
NOT
to be Sold To!

47.
If somebody visits your website ONCE
it is highly UNLIKELY the will take the Core Action
Here‟s Why…

48.
Uptake Statistics
MAJORITY
67%

49.
Permissions vs Broadcast

50.
Introduction
• Targeted
• Measurable
• Proven
– 70% of online shoppers had purchased because of e-mail
– 59% of e-mail recipients had bought in a store because of an e-mail
• Nearly Always Seen

51.
Introduction
• SPAM • E-MAIL MARKETING
– Unsolicited – Opt-in
– Hidden Sender – They know who you are
– Don‟t Want What‟s Offered – They‟ve registered an
– ILLEGAL interest in your
product/service

52.
ATTRACTING THE EMAIL ADDRESS

53.
Attracting The Email Address
• Most of us don‟t want to be sold to
• We want:
– Help
– Advice
– Information
– From a trusted source
• 80%-100% Helpful information and advice
• People will want to buy from you because you‟re not trying to manipulate
them into a sale!
• DO RIGHT BY YOUR PROSPECT

54.
• Each user always start at E-mail #1
• Logical Flow of information in bite-sized chunks
• Links back to your website
• FREE!

55.
What to Say
• Your top tips on XYZ • Statistics
• Case studies • White papers
• Your opinion on [your • Something humorous (for example, a
industry, economic trends, best story/anecdote, etc.)
practice] • Customer/company success stories
• What's new/hot • Dates in the industry
• How to XYZ • Quiz or competition
• Reviews • Ask for a contribution/comment
• Resource links on the Internet • FAQs (For example, handling the
• Tell a story classic objections to buying your
• Interview your service/product)
client/supplier/yourself • Breaking news
• X-day training series • Tools (calculators, worksheets,
• Debunk the myth of XYZ templates, checklists)
• Run a survey • Q&A

56.
How Often to Say It
• How frequently should you send e-mails?
– Use your sales cycle as a guide (from prospect to customer)
• Short sales cycle = more frequent
• Long sales cycle = less frequent
– Not less than once very 2-3 weeks
– Monthly newsletters aren‟t effective
– Ask your customers

57.
How To Say It

58.
Thank You… just one more thing…

59.
www.morganwylie.co.uk – Web Design

60.
www.morganwylie.co.uk – Digital Marketing

61.
MORGANWYLIE
www.morganwylie.co.uk