In this informational marketing age, people are more connected than ever before. They are constantly getting their information from a wide variety of sources. Whether it's from the mainstream media, friends, family or even strangers on the internet, people are getting their information from a wide variety of sources. This creates a problem for the marketers who are trying to connect with those people. You see, it's getting harder and harder to get your message across to someone who is drowning in a sea of similar messages.
There are several websites that offer businesses a free directory listing including DMOZ.com, YP.com, and Business.com. However, these websites have a few drawbacks. First, they are not search engines, so your customers have to know exactly what they are looking for. For example, if you sell real estate, and your customer is looking for a Realtor in Massillon, Ohio, he won't find you unless he is aware of the name of your local real estate agency.
Formerly known as "Masters of the Web", Directory Marketing Organization (DMOZ) is now owned by Yahoo! Inc. ("Yellow Pages") which also owns YP.com. Business.com is a joint venture between AmericaOnline and CNN.com. These three sites are the biggest and the best, but there are hundreds of other lesser-known sites that offer free directory listings. The second drawback is that people have to remember your website address (URL). In fact, according to a study done by Experian Hitwise, only 52% of all internet users could correctly identify the top 3 search terms used to reach their website.
On the contrary, 78% of all users knew the exact URL of the site they were looking for. So, how can you get your message across to these people when they are surfing the web, reading hundreds of messages every day? The answer is simple... YOU CAN'T! Unless... You Use Infomercial-Like Copy To Stand Out! That's right. If you want to capture the attention of those people drowning in a sea of similar messages, you must use infomercial-like copy. And, since it is impossible to write perfect copy all the time, you must test everything you write. This will ensure that your sales message stands out from the crowd and gets noticed by your prospects.
Here's an example: Let's say you own a carpet cleaning business. One of your customers is searching for a local carpet cleaner and he comes to your website. Your website has a picture of a smiling woman with the caption "Carpet Cleaning By Women". But what your customer really wants to know is the name of the carpet cleaner, so he clicks on the link at the bottom of the page that says, "Tell me about your company." What he then reads is a long, detailed description of the services you offer, along with testimonials from your clients and a few photos of happy, smiling women with the caption "Carpet Cleaning By Women". Sounds great, doesn't it? But wait! There's more! Your customer now has to remember your website address (URL) and type it into his browser. He may not do this immediately, but he will eventually. And when he does, what he will see is a website describing a carpet cleaning service run by a man named "Joe Polish". The only difference is the photo of the woman with the smiling face, the name of the business, and the brief description of services. What did you do? You made yourself invisible in the search results... while... standing out like a neon sign in the minds of your prospects!
However, there is one big drawback: You cannot use pictures of women with the caption "Carpet Cleaning By Women" in any marketing campaign that involves direct response (DR) because... it might be considered sexual harassment! So, what should you use instead? How about a picture of a man with the same caption? It's not as "innocent", but it will get noticed and remembered. By the way, you can also use a picture of a man if you change the word "Women" to "Men". This will make your website even more memorable and increase the chance your copy will be read by a prospect. Remember those 50 million people who are on the look out for something unique? Well, here's something unique! While your competitors are still struggling to come up with new ways to describe their businesses and their services... you... can sit back and enjoy the thrill of creating an "INFOMERCIAL-LIKE" sales message that will make you stand out from the crowd! How do you do this? Easy. All you have to do is list your website/business on directory website.
these sites are so heavily used, your website will almost certainly appear when someone types a search phrase into a search engine that relates to what you are selling. And since your website will be listed right alongside hundreds of others... all using the same words or phrases to describe their businesses... your website (and your copy) will stand out like a bright light in a dark night.
Here are some tips to help you create an "INFOMERCIAL-LIKE" listing:
- Tip 1: Always test. It's impossible to write perfect copy all the time. That's why you must test everything you write. This will ensure that your sales message stands out from the crowd and gets noticed by your prospects.
- Tip 2: Use short, simple words and short, simple sentences. The average length of a webpage is 12-14 words.
- Tip 3: Proofread. Your copy should be error-free. If it isn't, your search engine ranking will suffer.
- Tip 4: Optimize. It's amazing how many website owners forget to make their sites search engine friendly. Don't make this mistake. If you do, your site won't be found when someone is looking for something... which means... they will leave and go to the site of someone who has "converted" them to a customer.
- Tip 5: Include photos. They improve the credibility of your site and add visual interest.
- Tip 6: Be unique. Use unique words and unique sentence structures. This will help separate your site from the hundreds of others using the same tactics.
In conclusion What should you list your website/business on? It's simple. Just list your website on search enignes / directory website like: www.Yahoo.com www.AOL.com www.Excite.com www.WebCrawler.com www.DMOZ.org www.talknewyorkcity.com (NOTE: Be sure to type the name of your city and state exactly as it appears in your phone book. The little box above the search field is a "fuzzy" match. If you don't get exact results, add more words to the search.) OK, now that you have added your website/business, what you need to do next is "crawl" all of those directories and extract every business that matches the words or phrases in your website/copy.