Exclusive extract from The W.A.A.R. Report
What follows is an exclusive extract from The W.A.A.R. Report due to be released at 12noon EST (5pm BST) on 28th September 2012. When W.A.A.R. was first released it caused quite a storm with many marketers and small business owners hailing its arrival…
“Knowing how to effectively communicate and persuade, that’s hands down the most valuable skill you can have online
…And Michael has nailed it with this report.
What Michael has put together here is a blueprint for creating content that SELLS… The kind of content that gets people excited about buying from you.”
Scott Murdaugh, top copywriter and marketer
And he was talking about the original version! The revamp is even better.
So, here are the opening few pages, setting the scene and explaining a very common problem for MANY businesses …how does it relate to you?
Hard-selling will KILL your business!
A problem borne of a new era
Currently technology, and therefore everything that is driven by it, is changing at a heart-racing velocity.
Blink… and the world has moved on!
In the most part this technological shift has been a major plus in terms of quality of life, choices, access to those choices, effectiveness and efficiency. However it has also changed expectation …and from a business point of view that is a major problem if left unchecked.
That’s because with every step forward the buying public has adapted to the new opportunities and ways of working. This means they naturally demand what they have become accustomed to. It is no longer a case that the buyer has to go to the seller; that lofty position of authority for the seller is dead-and-buried. Thanks to the internet, the customer need never leave their home as they have easy, unpressured and comfortable access to almost every product or service on the planet.
So unsurprisingly, they want to always enjoy this same level of comfort and choice, whether online …or offline. Anything which is different to this can quickly be rejected, as the customer knows they always have the option of another supplier.
It’s a buyer’s market.
You are defenceless and disposable
Not only does the customer have this great expectation and a willingness to drop a supplier without a second-thought, they also have unparalleled ability to choose the right supplier in the first place.
Again, thanks to the internet there is a wealth of information available to the customer with a click of a mouse. Never before has a customer had the opportunity to be so armed with so much knowledge that they effectively render the seller impotent and defenceless.
If you go into a selling situation expecting to do the ‘same old tried-and-tested’ sales patter or approach, then you are bringing a knife to a gun fight. You’re going to die and it isn’t going to be pretty…
…worse still, they can and will trample all over your bleeding body too!
Why do I say that?
Well, hard-selling is the heavy blunt knife which they will simply dodge and then, thanks to social media like Facebook or video sites like YouTube, tell everyone to avoid.
Countless companies (including huge multi-nationals) have not only lost the sale but also continued to lose sales thanks to negative word-of-mouth spreading like a pandemic around the globe. And if that’s not bad enough, whenever someone searches for your business that video message saying you are the ‘spawn of the devil’ is still – and always will be – there for everyone to see!
Putting it simply, if they don’t like you, you’re screwed! …and that’s a decision they will make in a blink of an eye!
And we haven’t even mentioned marketing on the web yet!
For those who actively promote their products and services via the web the problem is even worse. And that is because the nature of how customers actually find your business in the first place is experiencing a seismic shift thanks to social media.
Before recent times if you wanted to get yourself noticed you simply had to ‘persuade’ Google that your website was hot property.
So a whole industry sprung up which could be summarised with the title of…
“How to beat the system! How to ‘game’ Google!”
So businesses and marketers would pour considerable amounts of time, money and effort into crafty ways to make Google think their websites were the appropriate result for anyone searching specific keyword phrases. Some methods were better than others, whereas some were verging on the unethical.
This was despite leading experts suggesting ‘gaming the system’ was not necessarily the best thing. For example, on the subject of article submission and the quest for thousands of backlinks to your website, two greatly respected gurus said this…
“Articles should be written to be consumed by humans… to get humans to engage with your content”
SEO gurus Dan Thies and Leslie Rohde
And throughout these times, Google watched and learned! …so it should have come as no surprise to anyone when they started updating their algorithm to protect against those trying to beat the system.
Websites disappeared overnight from Google …web traffic plummeted …businesses crumbled …and that misery is still ongoing for many even today.
(In fact, at the time of writing there is yet another major update from Google looming on the horizon which has many people who are ‘in the know’ running for cover!)
Simultaneous to all of this happening, social media was on its ever-increasing rise to fame – and for the likes of Google this presented a much better way to find out what people really liked and who were the real authorities who deserved search engine ranking.
It was obvious – if web content was good enough to talk about then it must have relevance and authority …two of the key defining criteria for a good quality search result in Google’s eyes.
Recently this situation has been confirmed by many leading web traffic and SEO (search engine optimization) experts. Many articles and reports are being avidly read by those ahead of the curve, the key theme being the incredible importance of ‘social signals’ when wishing to get noticed by search engines like Google and Bing…
So what are social signals? …well, in the words of Daniel Tan:
“Social signals are actions performed by a user that would allow him or her to share a particular webpage’s content on a number of social networking websites (i.e. Facebook, Twitter, Pinterest, Tumblr, and others). Essentially, these are Facebook likes and shares; Twitter mentions, tweets and retweets; Pinterest pins; Google +1s; upvotes on Digg, Reddit, StumbleUpon and other social news aggregate websites.”
Excerpt from blog post (see here) by Daniel Tan, SEO and social media expert
And of course, none of those signals are going to happen unless the reader notices, consumes and appreciates your content.
Content is king …and you are screwed unless you do something about it.
Which just leaves one question:
Is there a way to avoid hard-selling hell and keep Google happy too?
Launching 28th September 2012
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