Don’t Forget that Marketing Flip Flop!

By Jane Atkinson

I originally posted on this topic in 2008, but it appears it needs repeating!marketingflipflop

In today’s competitive climate, it shocks me to see that many speakers still start out their home page saying things like “Hire John Doe for your next meeting”.

When the economy tightens, companies and associations have to prove to their stakeholders that their budgets are spent wisely.

The marketing flip flip is about putting the outcomes to the client first, and the speaker (as the solution to their problem) second. Unless you are an entertainer, celebrity or bestselling author, your website should probably not be about you. It should be about the service and solution that you offer.

Here are a few questions to help you evaluate your marketing:

1. When arriving at your website, does the client know what you will do for them (outcomes) within the first 30 seconds?

2. Is the first 1/3 of your home page about them and their needs rather than you?

3. Are you positioned as an expert and a problem solver? Or as a “speaker”?

If you answered “no” to any of these questions consider doing a marketing flip flop to switch the order of your home page copy to be more client and outcome oriented. It won’t take you too long to do this, and I believe it will have an impact.

Try it, and post a comment to let me know how it goes.

See you soon Wealthy Speakers!

ps: need help with your flip flop?

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