6 Ways Your Website Can Generate More Leads and Sell Up a Storm

messaging

Effective Messaging NOT Design Is the Way to Make More Sales From Your Website

If you want to attract more customers to your business, you’ll need to be REALLY good at this……

Messaging

Messaging is more important than your logo, more important than design and aesthetic elements.

The message is all.

Think of the different ways you can message potential customers.  Here is my short list:

  • Brochures, flyers, and letters
  • Print ads
  • Radio and TV ads
  • Videos
  • Website including a blog
  • Emails
  • Social media sites

A question all business owners should ask themselves should be, ‘Is my messaging really hitting the spot with my audience?’

What say you?

If it’s a yes, you can click off now.  But before you do that think about this: some business owners think their messaging is working, but when I have a look at their website I see problems everywhere.

That’s why I sometimes record a site review video so people can get an idea of the fundamental mistakes many business owners are making with their websites.

Your prospects see a lot of claims and jargon about this product or that. They’re skeptical, nervous and confused. When they land on your website they may  have already seen half a dozen other sites.  Do you think they may be in a mental fog by the time they land on your website?

No doubt about it!

Help Your Prospects Cut Through the Clutter

Understanding that prospects are more confused than ever it makes sense to craft a different message or narrative.  You want something that totally sets you apart from the me-too bunch of similar websites in your industry.

Just as a hot knife instantly cuts through butter, you need messaging that cuts through the clutter for your prospects.  When that happens your prospects will have the first of many ‘a-ha’ moments as they trawl through your site, devouring every morsel of desire building content.

6 Ways to Improve Customer Messaging

 Way 1: Be Totally Clear About the Pain Points Of Your Niche

To prosper in business, at least from a marketing standpoint, you need to be crystal clear on customer pain points.

Pain points come in various forms.  But one thing is for sure – customers have a problem, and they want it fixed.  Like yesterday.  And if you have the product or service that can address the pain, good news for you.

Before you do another thing, grab a piece of paper and write down the key problems your market wants to solve, when buying your type of product or service.

Finished? Good, now read on!

There is another kind of pain point.  It’s about the frustrations people experience when dealing with your type of business.  Here are some examples:

  1. If you’re running a trades type service business, pain points could be about service delivery. For instance, if I were to ask people about the frustrations they have when dealing with tradespeople such as plumbers, they would probably mention poor service, being late to do the work, and leaving a mess.
  2. If you’re running a professional business such as an accounting practice, customers might say that their accountant is not very pro-active or innovative, doesn’t return phone calls, and is poor at explaining complicated topics in layman terms.
  3. If you’re running a computer shop, customers might say that sales people never ask questions, push them into a product that may not suit their needs, and fail to explain technical terms in a simple way.

Way 2.  Define Your USP

USP Unique selling proposition

What is the USP?  Well, according to the dictionary, the USP or unique selling proposition is defined as “a factor that differentiates a product from its competitors, such as the lowest cost, the highest quality or the first-ever product of its kind”.

Assuming that you’re not in the lowest cost camp the objective should be to find the differentiating points that set you apart from your competitors, other than price.

It is important to note that these differentiating points do not have to be tangible.  They could be more about perception than reality.  Therefore, if you can create the perception of difference, that may be all you will need.

An example of this would be Coca Cola.  Is this drink that much better than Pepsi?  Probably not.  Indeed blind tests have indicated that a majority of people preferred the Pepsi taste.  But the perception is that Coke is better than Pepsi, and that’s all that matters in the marketplace.

Another example is Apple products, including the iPhone.  Is the iPhone that much better than say a Samson Galaxy?  Doubtful.  Apple continues to charge a premium for their product because people PERCEIVE it’s better than the Galaxy, and all others besides.  The remarkable thing about Apple is their brand still has enormous marketplace cache despite the demise of their charismatic founder.

A brand can bestow almost magical qualities on a product, even though there may be no tangible difference between it and a competitor product with a less powerful brand.

Think about that for a minute!

So let’s look at some elements of a compelling USP.  These could include:

  1. Your Guarantees.  How do they instill confidence and allay fears?
  2. On Time Performance.  If that is a hot button for your market, you must demonstrate you can deliver on time, every time.
  3. Your Skills, Qualifications, or History.   Why your service is superior to your competitors.
  4. Product Differentiation.  Key points of difference with your products.  But don’t just bore people with features – talk benefits too.
  5. Results Linkage.  If you can demonstrate superior outcomes (ie results) for customers who use your product or service, shout it from the rooftops.
In summary, your ability to develop a compelling narrative that addresses the critical concerns and problems of your market will significantly determine the future success of your business.

Way 3.  Develop a Compelling Narrative

One purpose of your story is to articulate your USP in many different ways.  But the narrative should be more than this.  It needs to be an engaging read.  Just as a chef enhances the flavor of a dish with some herbs, spices and garlic you need to add flavor to your story based content.

The story could include the following elements:

Messaging About Competence.  Your website should represent the hub for your primary messaging activities. Demonstrating competence is something all business owners need to do.  Don Purdum of Unveiling the Web says this about competence:

“I have a firm belief that competency is the reason why people hire and fire any business. It doesn’t matter if it’s a business-to-business or business-to-consumer company.”

Messaging About Social Proof.  Social proof consists of properly formatted testimonials, case histories, interviews, comments and social sharing on your blog.  See below for ideas.

Messaging That Opens a Relationship and Builds Warmth.  You could include a welcome message on your home page and extend the concept further on your About Page.

Messaging That Share’s a Vision.  Ideally, you will do this on your About page.  Avoid the temptation to be overly flowery, but it’s a good idea to involve customers (and potential customers) in your vision.  If they buy into it, they’ll become your best advocates.

Way 4.  Show How Your Product Or Service Will Solve Problems and Enhance Lives

Not all goods and services solve problems.  Some just make people feel good while others change lives.

Examples of the former would be a luxury product such as a diamond ring.  In fact, a few months ago I won a diamond ring as a reward for sales excellence.  Indeed, some people would gladly pay for that ring.  Do they need it?  No.  But do they want it? Yes for sure.

Let’s extend this idea a little more.  To be awarded that ring meant a lot to me.  But in reality, the ring itself wasn’t the issue; it was more to do with what it represented – namely, recognition.

The point is that if we want to move beyond selling commoditised products and services we have to tap into human emotions such as ego, pride, the need for recognition and approval, and the prospect of a better future.  When we do that, people spend more – it’s as simple as that.

Way 5.  Demonstrate Competence

competence

Competence is Important.  That’s why I mention it again here.  Unless you can prove it you will find it hard to position your business as an authority in your niche or industry.  People want more than slogans and hype; they want proof that you and your business has the goods when it comes to giving them an excellent result.

Way 6.  Validate With Social Proof

What is social proof?

Examples of social proof:

  1. Testimonials With Punch. Everyone knows what a testimonial is.  But I want to extend the concept to what I call ‘testimonials with punch’.  To create a compelling testimony, simply take your garden variety testimonial and build a story around it.  Include an introductory paragraph to set the scene, the actual testimony, and then a closing paragraph.  To give further oomph, you should add a pic of the happy customer.  The final element is the headline.  Try and come up with a catchy headline to entice people to read the mini story.
  1. Case Histories. A case history is similar to a testimonial in that your happy customer is the pivot point.  But of course, the case history goes into detail and shows the reader how the customer had their problem solved or their situation improved, as a result of doing business with you.  In many respects, the case history is more powerful than a testimonial because it gives the reader some tangible ‘proof’ that the claims you’re making (about your product or service) can be validated.
  1. Interviews.  Interviews can take many forms.  They can be text based or voice based.  If voice-based it could be an audio interview or a video interview. In recent years the free Google Hangouts platform has become popular with marketers; you can interview the person, whilst the Hangouts software records it.  As soon as the session has ended Google will automatically load it on YouTube.  Customer interviews work well, but you can also interview team members, suppliers and other people that may be of interest to your audience.  You can even interview others in your industry.  For instance, a year ago I interviewed famous travel blogger, Ryan Biddulph.  That interview open many doors for me (thanks, Ryan!)
  1. Blog Engagement. Blog engagement is another form of social proof.  If you check this blog, you will see that most blog posts attract comments.  When people see this, they gain comfort and confidence.  Contrast this with most other blogs that have zero engagement.  Keep in mind that this blog is only a few months old.  This is the difference between having a dead blog and a live one.  For more on this topic check out my recent blog post on Blog Commenting and Networking.
  1. Social Media Shares. When people start sharing your content (e.g., your blog posts) on social media platforms such as Facebook, Twitter, LinkedIn, and Pinterest, you know that things are heading in the right direction.  These social media shares also serve to further validate you and your business.

So there you have it.  My little report on prospect and customer messaging.  I hope you got something out of it.  More importantly, I want you to use it as a catalyst to get into action and take some steps to radically improve your own marketing messages.

 

Your Turn – Time to Comment!

When it comes to messaging and narrative creation, how effective have you been?

Does your website need more work in terms of building a compelling narrative?

Are you totally clear about your Unique Selling Proposition (USP)?

Make a comment below!

 

 ****Special Free Offer****

I will give you 1 hour of my time (by phone or Skype) for brainstorming, including specific strategies on your USP, customer messaging, and narrative development.  That’s a $300 value. I’ll always be focused on skyrocketing your income by showing you how to attract clients who pay you top dollar.

All at no cost to you.  All I ask for in return is a testimonial and the opportunity to build a valuable relationship.

Results matter, so that will be my focus with you – to give you useful ideas you can use straight away.

Schedule a Time HERE

 

 

 

 

 

 

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30 thoughts on “6 Ways Your Website Can Generate More Leads and Sell Up a Storm

  1. Hi Kim,

    Followed your lead here from our Facebook group and I must tell you that this post will definitely knock the socks of people if they are totally honest with themselves about exactly how they message their website visitors.

    I have already realized a few major issues on my blog site after reading your post today.

    Of course, if folks think your post is a waste of time because their messaging is the best thing since sliced bread then I’m sure they would be prepared for you to “help them out” with a site review video!

    The key take aways I got from this exceptional post is we should always be aware that we are part of millions of other sites online and be prepared to help your visitors remove their “mental fog” with very clear messaging at all times – this alone will differentiate your website from your competitors!

    Secondly make sure you really have identified your unque selling prosposition (USP) by ensuring you include your own unique approach/spin on things etc but never try to differentiate your offers based only on price – this is a lose-lose scenario.

    Finally don’t just show you know what your audience’s “pain points” are as they’re not interested in your level of understanding. Instead show them HOW your product/service is going mto SOLVE their problem.

    As always a great read mate and thanks for sharing this vital info with “our little tribe” on Facebook.

    Best regards

    Peter

    1. Hi Peter

      Wow – thanks for the glowing endorsement!

      Yes, you are right. Business owners not only need to know their market’s pain points but also have to clearly and persuasively demonstrate how they will provide pain relief. So they should highlight the pain (the Disturb Stage), then show the prospect a solution (the Relieve Stage).

      I like to solve the problem conceptually first before I show them the specifics of my solution (i.e., the product). I guess that’s my old belly to belly sales background coming out now!

      Thanks heaps Peter

      Kim
      admin recently posted…6 Ways Your Website Can Generate More Leads and Sell Up a StormMy Profile

      1. Hey Kim,
        Why not create a post and tell us how your previous “belly to belly” sales experiences influenced how you market online today? I for one would love to hear that story.

        Many years ago now (like everything seems to be at my age!) I headed up our company’s most successful sales team in the financial services industry.

        Its interesting how many of the “sales skills” are still required when marketing online and its those sales skills (like connecting directly with your prospect) that are feared by so many people – they prefer the “safety” of email marketing and wonder why their sales performances are not setting the world on fire!

        My best wishes to you and your gang for the festive season KIm.

        All the best from Thailand

        Peter

        1. What a great idea, Peter!

          I will add that to my (very long) list of article ideas, but I think I will move it towards the top.

          I DO believe that we should leverage our skills – really exploit them and teach people by way of our past successes.

          Interesting to learn that you were in the financial services industry. I was in the life insurance industry for 15 years – that’s where I learned most of my belly to belly skills. It was a great training ground.

          Have a great Xmas Peter

          Kim
          Kim Willis recently posted…6 Ways Your Website Can Generate More Leads and Sell Up a StormMy Profile

  2. Hi Kim,

    Thanks so much for the mention. As you may know, I work with companies from very small to Fortune 1000 companies on their messaging and branding. It’s the #1 most vital thing a business must do.

    In fact, they should do it before anything else. Unfortunately, many businesses NEVER get around to it because they either don’t understand it or they don’t value it; or both.

    I can say my clients have seen tremendous growth after they work with me for just six weeks. Some have doubled or tripled their revenues in as quickly as 3 months.

    Technology cannot do for you what you have not done for yourself. In fact, it will only expose what you haven’t done and ultimately hurt the business; even if one isn’t aware of it.

    Great post and thanks again for including me Kim!

    ~ Don Purdum

  3. Excellent post Kim!

    I love you six to improve six excellent strategies to improve
    our messaging.

    And I love your extremely powerful headline, because far too many entrepreneurs
    don’t quite connect the dots!

    And as a result, they continuously struggle mightily, to make their approach work
    and it’s almost like attempting to push a luxury car uphill!LOL!

    Thanks for sharing so many incredibly powerful and potentially profitable points!

  4. Hey Kim,

    It’s December now and it’s a time for reflection and re-evaluation. This blog post couldn’t have come at a better time.

    This year my epiphany was how important messaging was. So I’ve been making my blog more cohesive based on the messaging. I still have some kinks I want get out, but i can remember when people use to ask me what exactly what I was doing, although I thought they already knew. But apparently they didn’t at the time.

    This year I haven’t had that question so far (knock on wood) but I can see spaces of where I can squeeze in my message. This post is very helpful for me to how I can make some improvements for next year and see how i can tailor the products I promote towards the message.

    Thanks for sharing Kim! Have a Merry Xmas and a Happy New Year!

    1. Hi Sherman

      Thanks for dropping by again

      Yes, you are right sometimes people are not clear about what we do and how we can help them.

      Sometimes we’re too close to our businesses to see things the way other people see them. That’s why it’s good to step back and look at our messaging in a different way.

      Coming into the Xmas break I will be doing exactly that for this site. Changes are needed, so I will be fine tuning the messaging once again.

      It’s a good thing to do several times a year.

      Thanks again Sherman

      Kim
      Kim Willis recently posted…6 Ways Your Website Can Generate More Leads and Sell Up a StormMy Profile

  5. Hey Kim,

    As you know, I worked with Don this year on pretty much this very same thing. My issue was that I was focusing on an area that I didn’t exactly want to be and I wasn’t sure how to change that. I did learn a lot through his coaching and that was that we all need to be much more clear on our own message but also who our audience really is.

    Now everything else you mentioned as well about USP, social proof, competency, etc. are all spot on. Since I’ve switched things up my business has really taken off. It’s great to get clients now who have never even visited my blog before. It’s because I have what they’re after and can help them move forward.

    I think as we head into a new year that more people need to really take into consideration everything you’ve mentioned here. I know so many whose messages aren’t clear so I know they can’t be doing well on the backend. We all just have to be really honest with ourselves and from there it can only go up.

    Great share and as you know I’ve already shared it on social media. It’s just a very important message.

    Happy Holidays Kim!

    ~Adrienne

    1. Hi Adrienne,

      Yes, I knew of the work Don did with you. And it’s great to see that you are now being rewarded as a result of making fundamental changes.

      But the point is that you already had an audience. You had diligently built your fan base, one person at a time. That’s the most important thing. It’s not the end of the world if someone only focuses on audience building first, and leaves the monetization stage till later.

      We can take our cue from the online giants such as Facebook and Google. Before they generated a dollar of income, they were consumed with the task of building a huge base of fans.

      Happy a wonderful Christmas and an awesome 2016

      Kim
      Kim Willis recently posted…6 Ways Your Website Can Generate More Leads and Sell Up a StormMy Profile

      1. Hey Kim,

        I wanted to come back and respond to your comment because you mentioned that I already had an audience. Indeed I did but guess what! They weren’t my clients so I had to basically start all over. Sure, a few people that have visited me lately did hire me but the majority of them are people who have not visited me before.

        I think it’s very important to build your fan base first. That’s the proof you need so people will take you seriously. I guess though it depends on what it is that you do but for most they want to see that social proof before they’ll get interested enough to want to take that plunge.

        Thanks Kim and you have a wonderful Christmas and an awesome 2016 as well.

        ~Adrienne

  6. Hi Kim,

    A great post, with lots to take on board, and I think I have more to do, both in my head and on my site.

    Having spent a lot of time getting to grips with the technical aspects of setting up a website / blog, I can see that I need to get more clear on my message.

    You’ve also given me an idea for a future blog post so thanks for that.

    If we don’t catch up before, have a Merry Christmas and a Happy New Year,

    Joy

    1. Hi Joy

      Great to see you got some value from this post.

      And delighted to learn that you’ve got a new idea for a future blog post!

      Messaging I something we need to work on regularly. In fact, an hour ago I reviewed one of my earlier posts and made some important tweaks to it. When I published it originally, I thought it was ‘just right’. But looking at it again today I found all sorts of errors. Funny, eh?

      Have a great Christmas and a prosperous 2016

      Kim
      Kim Willis recently posted…6 Ways Your Website Can Generate More Leads and Sell Up a StormMy Profile

  7. Thanks for the mention Kim! I recall that interview well; I was in Jimbaran, Bali and we had a blast. Amazing how working together with pros opens many doors for both parties. Just help folks, form bonds and keep those messages flowing and growing to distance yourself from the silly bloggers who try to do it all on their own. Been that tool, done that 😉 Works SO much easier to connect with folks and to build those messages and bonds to make everything pop. Think how you can help 10 bloggers today. I’m featuring a few bloggers in today’s post; so damn easy to grow your blog if you’ll just put the spotlight on other people.

    Ryan

    1. Hi Ryan

      Welcome, back to civilisation! I was worried that you and Kelli would be devoured by a giant Anaconda or something, during the week in the jungle. He he

      Yes, you are spot on of course about building the bonds, the relationships and the network. We can’t do everything ourselves so let’s share the love as often as we can. And next year I plan to feature other bloggers as much as I can

      Thanks for your inspiration and leadership, Ryan

      Kim
      Kim Willis recently posted…6 Ways Your Website Can Generate More Leads and Sell Up a StormMy Profile

  8. Hi Kim,

    I loved this post! It’s filled with so many important nuggets that anyone who’s trying to build an online presence should take note of and apply.

    Just to hone in on one of the points – social proof. This is something that I see so, so many aspiring bloggers falling short with. Of course it doesn’t only apply to blogging, but because blogging is a social medium that lends itself to this strategy, it should be something that bloggers should especially bear in mind. I see bloggers struggle and I say to them, “Don’t look at what you’re doing wrong. Look at what you’re not doing right!” Oftentimes the things that they are doing, they are doing correctly, but where they’re often falling down is with the social proof element. They’re just not doing enough to build that.

    Following on from that, I like the point you made in response to Adrienne’s comment, about the fact that she built her fan base one person at a time. Again, this is something that’s essential. Turning your audience into clients is, of course, the desirable outcome, but the beauty of having a solid fan base is that even if people don’t buy your products or services, that doesn’t mean that they won’t in future. Also, these people may recommend you to other people, irrespective of whether they themselves buy or not.

    Again, taking Adrienne as an example, I have never bought anything from Adrienne. That’s not because I don’t believe her offers are good because I have absolutely no doubt that they are. But I love Adrienne, I adore her content and think that she is one of the best bloggers out there. So, what do I do? I recommend her whenever and wherever I can. I know that I have introduced many new bloggers to her and that this, on occasion, has result in her getting new clients. I’m sure that these bloggers, in turn, will recommend her to bloggers that they come across themselves.

    So when a person’s reputation gets spread via word of mouth, this can be very powerful. Yet, the ‘big picture’ in this respect is something that many bloggers just don’t seem to ‘get’. So they get frustrated, discouraged and slack off with their blogging or eventually give up altogether. The reasons?

    “I’m not getting traffic.”

    “I’m not getting people commenting on my posts.”

    “I’m not getting subscribers.”

    “I’m not getting clicks on my ads.”

    My first question to them is: “What are you doing to make people want to do any of that?”

    Usually, they’re just putting up content and that’s about it. Their content may be fantastic, but that’s not enough. You can’t just put up a load of blog posts and then think you have a business or that you’re suddenly going to get people magically appearing out of nowhere! You have to know why you’re doing what you’re doing, what the whole point is. Just filling in those gaps regarding your message, your engagement and your USP can make all the difference. Yet the first thing people often look to is getting their blog to look pretty! As you mentioned at the start:

    “Messaging is more important than your logo, more important than design and aesthetic elements.”

    This is absolutely spot-on! It’s essential to be clear on that and then to get out there and let other people know! Unless you do that then how will people even know that you have a message, let alone what it is?

    I also found it interesting to read that you had interviewed Ryan Biddulph, I didn’t know that. I love Ryan and he’s another person whom I recommend highly and always encourage people to seek out. I’ve learned loads from him, he’s a great guy.

    Thanks for sharing this great post, Kim. There are a few little reminders in here that have as to things I know I need to tighten up with a little or further enhance what I’m already doing. Cheers buddy! 🙂

    »Glenn«

    1. Hi Glenn,

      What a wonderful comment you’ve left here! It’s so good that it could easily be a blog post in its own right.

      You are totally right on all your points. And certainly I had a dead blog for 5 years (not this one) and couldn’t figure out why I had virtually no engagement, even though I had some good content on that blog. Looking back, I can’t believe how stupid I was. If it wasn’t for the fact that millions of other bloggers were in the same position as me, I would have felt like slashing my wrists.

      But you know something, Glenn. The problem re lack of engagement etc doesn’t just apply to small time bloggers like me.

      On the weekend I stumbled across a list of top 50 bloggers in the home business niche (actually I didn’t stumble I was looking for it). I analysed each of the entrants on that list and only 20 percent had engagement on their blogs. The rest were as dead as a door mouse! Extraordinary but true.

      The bottom line is that if bloggers don’t actually promote their content it will be hanging around cyberspace like a bad smell. Unloved, unwanted and up shit creek without a paddle. ha ha (sorry about those metaphors!)

      Thanks for adding so much to the discussion, Glenn. People will get value from your contribution, no doubt.

      Kim
      Kim Willis recently posted…6 Ways Your Website Can Generate More Leads and Sell Up a StormMy Profile

      1. Yes, I’ve seen many examples of blogs like that. Of course, there are occasions when it can work fine that way, but by and large if you want your visitors to take action then you must be taking action yourself. If you want your visitors to engage then your blog must be engaging in the first place.

        You know, my comment above actually illustrates the point very well. Just to draw attention to a couple of your comments:

        “What a wonderful comment you’ve left here! It’s so good that it could easily be a blog post in its own right.”

        “Thanks for adding so much to the discussion, Glenn. People will get value from your contribution, no doubt.”

        Now, what motivated you to write those comments? It was because the comment I left got your attention! And perhaps it got the attention of some of your visitors too. Do you think my name will stand out a bit more as a result? You bet! And do you think that comments like that one contribute to the social proof of the blog they are left on? Sure they do, because it helps a new visitor to see that the blog they’ve landed on has been worth someone’s time to write a substantial comment to add to the discussion, thus boosting the credibility of the blog a little in their eyes. An established and engaging blog such as yours will already give that clear impression of course, but it’s such an important point for new bloggers to bear in mind, both in how their blog can benefit from engagement and how they can get themselves noticed through blog-hopping and commenting.

        So, from just one comment the commenter, the blogger and the blogger’s visitors all get some benefit. And yet so many bloggers totally miss the mark on this subject. Totally screwy if you ask me!

        1. Hi Glenn

          Well, you hit it out of the park this time!

          This is the point that bloggers need to understand:

          “It helps a new visitor to see that the blog they’ve landed on has been worth someone’s time to write a valuable comment to add to the discussion, thus boosting the credibility of the blog a little in their eyes.”

          As you said a lot of people miss this one, which is a shame because it is one of the significant ways to building authority and credibility. So the upshot is this: comment on other blogs, but leave comments that get noticed. Increased traffic, leads and credibility for both the commenter AND the author will flow when we take this approach. It’s a no-brainer.

          Why do people completely miss this? Beats me. In your words, it’s ‘totally screwy!’
          Kim Willis recently posted…6 Ways Your Website Can Generate More Leads and Sell Up a StormMy Profile

  9. Hi Kim,

    I completely agree with the importance of the message that you deliver to your audience or prospective clients. It has to be specific, meaningful, directed, and targeted.

    Your explanation about the pain points, USP, narrative, tapping emotions, competence, and social proof is helpful. Yes, my blog needs more work in these aspects and I’ll be getting on to it in the coming holidays.

    But the main catch is the USP – it’s important that you first define and know yourself, and then start thinking about targeting the audience. If you know who you are and what’s your specialty, it helps in convincing the same to the audience.

    I had a change of mind and path during the blogging tenure, and I’m still making changes to reflect my new understanding about my business.

    Thanks for sharing this with us. Have a nice week ahead, and Happy Holidays 🙂

    1. Hi Harleena,

      Great to see you here!

      And thanks for your considered and thoughtful response.

      Yes, you are right – we need to be very clear on our USP. Everything flows from the USP including our messaging.

      Things can change of course, so we need to be flexible in light of prevailing market conditions and real world experiences.

      Good luck with the changes you’re making to your business and may 2016 be awesome for you.

      Cheers,

      Kim
      Kim Willis recently posted…6 Ways Your Website Can Generate More Leads and Sell Up a StormMy Profile

  10. Hello Kim.

    How are you?

    Wow…how many words is that very informative post?

    My wife and I are from Mumbai, India and we started our blogging venture, just a couple of weeks ago.

    Honestly, when we were staring out, we were very shocked to read most of the top bloggers saying – build an ugly looking blog, do not bother about the design element. We are quite shocked at this. It seems you too say the same when you say…
    ” Messaging is more important than your logo, more important than design and aesthetic elements.”

    Can you please let us know why this is so?

    Is it not good to have a nice looking blog – along with all the information that is of course required? Instead of having an ugly looking bog – with all the information that is required?

    Enjoy your weekend.

    Regards.
    Vee N Ric

    1. Hi Vee,

      Thanks for your comment, and thanks for visiting.

      Yes for sure, a nice looking blog is important. But here is what happens with some people – they put all their energies and resources into the aesthetic side of things and kind of neglect the messaging side of things. No matter how beautiful a website looks if the content doesn’t stack up people will not hang around, and likely will never return to that blog or website.

      Thanks again

      Kim
      Kim Willis recently posted…Introvert’s Revenge: How Shy, Retiring Types Can Crush It as EntrepreneursMy Profile

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