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Featured
White Papers
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- PDF Format -
Use Your Image
to Build Customer Comfort
Business-to-business and consumer customers are creatures of habit. They buy-in when they are assured or comforted by who is marketing to them. Human comfort levels are reached when we “identify” with a product. Your image, “identity or brand,” is critical to gaining that customer comfort level.
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Use One Core Message
to Build Credibility
Every business needs one core message. I’m not necessarily referring to your slogan. Your slogan may be more of a condensed version (or the spirit) of your core message. A core message is everything you are in one or two sentences.
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The New-Old Standard: Communicate Socially
If you are in business you need a professionally-developed Internet social presence. Not just a one page web site. Your Internet presence MUST communicate credibility, security, and sincere social interaction to your customers.
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Keep It On The Streets
All customers buy at street level, where they live and where they work. Few buy because of product performance alone. Even fewer buy because of price alone.
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The Pen is Mightier than the Sword - or Not
Good copy writing leads readers to take immediate action. Whether you are reading a speech at a business conference or asking potential customers to move on a special sale offer, good copy writing should get the response you need.
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the 5 Basics of Media Communication
1. Your Identity
2.
One Core Message
3. 3-second Motivation
4. Street-level Focus
5. Social Communication
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Is the Internet your best ally or your worse nightmare?
A True Story
There are three medium-size grocery stores within two miles of my home. Prices at two of them are very reasonable. Prices at the third are often outrageously high. But the third, more costly one, consistently gets more customers. Why? Because they very tactfully get e-mail addresses from their customers and send out very attractive, graphically-enhanced emails about specials they are running that week. So, while local shoppers are waiting for the once-a-week newspaper flyer from the other two grocery competitors, company number three delivers their sale notices, complete with printable coupons, right onto the computer screens of potential customers two days before the paper flyers hits the streets. They have very skillfully leveraged the power of the Internet. The made the Internet their ally in the fight against their competition, and in doing so they made the Internet into a nightmare for those other two stores.
Looking to bring your Internet presence up to speed?
We will help you leverage the Internet for success by bringing all of the pieces to the table. Call me today for a free consultation. 724.771.3912 or email me your existing site address for a free review, jim@laero.com
It's not just a web site anymore - it's an Internet presence.
Today, more than ever, every business needs a professionally developed Internet social presence. Not just a one page web site. Your Internet presence MUST communicate credibility, security, and sincere social interaction to your customers. Here are the main parts of a modern Internet presence:
1. A public web site. (A private client-access site may also be a necessity for your business) |
Each piece of this Internet presence pie is critical to your business’ ability to communicate socially in today’s market. Ignore it and eventually your competition will use it to take you out by using it to socially slip between you and your customers. Don't let this happen to you. Call me today for a free consultation. 724.771.3912
Home-made Internet turns customers away.
Ten years ago businesses could get away with a web site slapped together by the nephew of the company president. Such a web site today only communicates a blatant disregard of customer needs at best, and at worse a complete exposure of a company's social incompetence. Customers grow nervous when they land at a cold, poorly-designed or out-of-date web sites. Statistics show that most Internet users depart from such sites after just 3 seconds. And never return. Building an Internet presence is best accomplished by a collaboration between your company, a communications designer and an experienced, technologically up-to-date web developer. We deliver a complete team of web development expertise. Call us today. 724.771.3912
Content
Question: What types of content should be accessible via your web site? |
It's still about social interaction.
Fifteen years ago nearly all business marketing was accomplished using face-to-face social interaction. Even when using such advertising techniques as TV ads and direct mail, sales closing and customer service was generally done in person or via the phone. Customers were gained and retained through person-to-person social interaction. With the global introduction of the Internet this process has indeed been dramatically affected, but the underlying principles have not. The rules have just changed. Your front-line social contact used to be a handshake or a phone call. Front-line social contact is now the Internet. For example, you send out 1,500 direct mail pieces that include your business address, your Internet address and your phone number. On average you should get about 100 to 150 interested customers. Guess where those customers are headed? To your front door? To the phone? No way. They are headed straight to the Internet to check you out. When they get there, your web site should be equal to a warm handshake from a skilled salesperson. If instead they find a cold informational brochure, chances are you just lost 99% of them.
Your web site SHOULD NOT be built to tout how great you are as a company! It should be built to receive visitors and LEAD them to a productive decision to continue on with you. This involves using proper web programming, skilled design & layout, intelligent navigation, value-added content placement and expert web copy writing.
See it their way.
My success at social communication through web site development revolves around seeing through the eyes of customers. The first step is to define the customer. A web site built for an engineering firm needs to cater specifically to clients looking to engage an engineer. People looking to engage an engineer are generally very busy, very direct and highly educated. When they arrive at an engineering firm's web site they will be looking to find a service that will assure them of attention to detail, precision and conscientious budget-centric services. An artsy, grunge-style web site would not work for an engineer. But that same artsy, grunge-style web site would be perfect for a retailer selling designer jeans. The engineer's audience is professional people of ages 30 thru 70. The designer jeans retailer has an audience of teens and young adults. In order to communicate socially every part of the web site production process must reflect attention to the audience.
Social interaction is all about finding that place of common ground with your customers.
Specific design colors, themes and content must be chosen to engage specific audiences. Your copy writing must speak the language of your audience. Graphics and copy must convey your expertise. An engineering firm should have a variety of professional white papers and sample project sheets readily downloadable for potential clients to print off to carry into board rooms. A designer jeans retailer should have a blog, video and social networking links.
Every web site presence needs this level of attention
to connect with customers. Take a moment to review your current web site and visit a few of your competitor's web sites to see if this social engagement is evident. When you get there, give it three seconds. If you don't feel it in three seconds, potential customers will not either. And according to statistics, customers will leave if they are not engaged in three seconds. If you are interested in a second opinion of your site I would be happy to review it for you at no cost. Give me a call or email me the site address. Phone: 724.771.3912
email: jim@laero.com
Cost
The cost of such a process depends on the size of your company and the volume of information you need to present. If you are budget restricted, it is possible to build according to your financial capabilities. Meaning, you can plan your entire Internet development process and then schedule each section of the process over time to accommodate your budget. You can start with a simple informational landing page and expand over time to detail other services or products, add social interaction, etc. I will work with you to meet your needs. Let's talk about it. Call me today. 724.771.3912
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Web Development Services |
Your Satisfaction Is Guaranteed!
If for any reason you are not satisfied with any of my products or services you can return the item(s) for correction or discard them and pay only any deposited amounts (or agreed-to deposits) paid at the start of the project.*
* Limitations on Guarantee: 1. Clients who terminate a project prior to completion may not use created content, or portions of created content, without written permission of James Laero. 2. Returns for correction are limited to 5 instances per item. Following the 5th return for correction the remaining balance on contract will be billed in full. 3. In the event of an hourly-based fee, client shall pay 80% of the fee incurred to the point of termination of the contract. 4. Termination of a contract or agreed-to services must be done in writing and delivered via dated Email, or via certified postal delivery. Termination of contract or services will commence upon receipt of the same.