Podcast: “How to Create Good a Web Site That Sells”
(30 MINUTES)
MP3 File
Here’s what I posed to the gang this week: Give me an ugly Web site and I’ll give you a winner! Sure, brains like Rex Briggs tell us that “What Sticks” is what sells but at the end of the day, it’s not about ideas and positioning — it’s about execution and getting people to dig deep. The buck stops with people and Web sites that SELL by convincing people to instinctively slap down the charge card and push BUY IT NOW.
As I see it… on the Web, the uglier the site the better it sells. Yet is it myth or is it true? If it’s true how is it that these single pages filled with text and an occasional audio or video testimonial are sooooo ugly yet wildly effective? Heck, what is “good design” or a “good user interface?” Is it changing? Do “human-computer interaction” gurus like Jakob Nielsen hold the answers? Are there multiple best practices and how can one choose which is right for them?
Let’s try to understand the choices. Let’s figure how to actually make the Web design decision — whether you’re building their own Web site, using a template or outsourcing it to a tech-savvy helper. What is the process of creating a “good Web site” that sells?!
Share your feedback, comments, suggestions, news tips or saucy gossip here on our blog! We’ll consider sharing it with listeners on our next program.
Podcast: “Everyone Sells: It’s Just a Question of How Well!”
(37 MINUTES)
MP3 File
For most people, the word “salesperson” gives them the willies. It nearly implies deceit. Why? We ALL know what it’s like to be pitched and pitched poorly. Yet in today’s work environment — no matter what industry we work in — we are always selling. It permeates our daily lives and is programmed into our subconscious habits. Don’t believe me? You have to convince your boss that it’s ok for you to take a week off; you have to get your colleagues to support a project or you have to convince a company to use your company. Heck, if you’re single and out at the bar you’re pretty much selling! See, I told ya so. But there ARE different approaches out there — some more effective than others. What’s the secret sauce? I might suggest to you: authenticity or connecting emotionally. Is this, in fact, what’s behind Microsoft’s $45 BILLION attempt to woo Yahoo?
Bottom line is YOU are, indeed, a brand. Sounds trite but it’s worth considering — since we live in an increasingly “marketing-oriented” world. You may think you’re ‘above all that selling nonsense’. Selling is for dummies who didn’t go to college and can’t do anything else, right? Wrong! We all MUST sell and sell well to live fulfilled lives.
This week the gang discusses/debates how to…
- Improve our batting averages with person-to-person selling
- Understand the secret sauce that GOOD sales people have (those who have remarkable influence)
- Get are arms around what constitutes “a Web site that can sell”
Share your feedback, comments, suggestions, news tips or saucy gossip here on our blog! We’ll consider sharing it with listeners on our next program.
‘Paying for Performance’ Teleconference Re-Launches Its Support Group for Web Retailers
Allan Dick, Vintage Tub & Bath’s Chief Marketing Officer, announced that he is expanding the focus of Vintage Tub’s Affiliate Marketing Call to include all aspects of performance marketing. The new “Paying for Performance” teleconference, hosted by noted digital marketing authority Jeff Molander, is a 60 minute tele-event that helps e-marketing/e-commerce professionals find solutions to everyday problems through candid advice from peers and industry experts.
February 20th’s discussion will feature a debate on how to balance paid search & affiliate marketing strategies. The event includes industry veterans:
Larry Joseloff, Sr. Director of Content
Shop.org (a former affiliate manager for brands within Commission Junction and at Discovery Channel Store)
Kristopher Jones, President & CEO
Pepperjam Network
Kevin Lee, Exec. Chairman & Founder
Did-It
Request participation in this free, peer-based resource by contacting sponsor, Allan Dick at allan**at**vintagetub.com.
Taking place each 3rd Wednesday of the month at 4 pm Eastern Time, the virtual event includes a quick recap on hot news items, ‘must read’ books/articles and conferences – enabling members to keep up-to-date on learnings and revelations of colleagues. Short presentations from invited guests address issues chosen by the group and are followed by lively question and answer sessions. In between monthly calls, a Web-based discussion group also keeps members networked and helping one another.
“The monthly calls are a life blood for me. As the sole person charged with e-commerce marketing management at a mid-sized multi-channel retailer, I need a support group that speaks my language,” says Trish Tickle of Kitchen Collection.
“Networking with other affiliate managers lets me find out about new ideas, explore and ask questions about things that I don’t have time to research completely. Between calls we can email each other or the whole group about issues that can’t wait until the next call. In fact, just yesterday we were discussing international affiliate marketing,” Tickle adds.
Brook Schaaf, affiliate marketing manager and founder of Schaaf Consulting, suggests multiple forms of value from the event.
“The Paying for Performance group is a trusted group of fellow, experienced affiliate marketers who are great to ask questions and bounce ideas off of. It’s a comfortable environment for talking about both small and big ideas. The associated email list is great for continued discussion about vendors, affiliate practices and other issues.”
Summary of Paying For Performance’s February Event
As paid search marketing rapidly evolves retailers suddenly find themselves competing head-on with their own cost-per-acquisition (CPA) affiliates. They’re struggling to maximize incremental revenue without cannibalizing their own search campaigns or threatening affiliate-generated sales. What’s the answer? Tune in to get all the perspectives: the marketer, the affiliate and paid search agency. Learn the formula for balancing your approach. Yes, affiliates and your own search marketing programs can live harmoniously and profitably!
About The ‘Paying for Performance’ Teleconference
Uniquely, this conference call it is one of only a handful meetings sponsored by a retailer for other retailers. Participation is limited to 50 professionals so everyone can get a chance to speak up and have questions answered. Vendors may participate on an invitation basis based on their ability to contribute quality, relevant information in a group setting. Decisions are driven by recommendations from the group’s participants, host, Jeff Molander and sponsor, Vintage Tub & Bath.
