Author Archives: Nick Burns

Simple Buyer Persona Helps You Connect

September 19, 2017 by Leave a comment

The buyer persona is the next chapter in the book on your business. Here you try to get into the head of your customers and prospects. You begin to understand them in a way that helps you build an alliance online. One that’s mutually profitable. You make money, they get their ...

Continue reading...

Your Business Solutions: The Fun Part of the Plan

September 12, 2017 by Leave a comment

Customers desire your business solutions. They are actively searching online for exactly what you offer. They’re alert, interested, and ready for action. That huge pool of people purposefully Googling for answers is the new natural order…It’s your web tailwind.

So let’s ride that tailwind with a “content first” plan that ...

Continue reading...

Know Customer Pain Points for Better Content Creation

September 5, 2017 by Leave a comment

Customer pain points are a critical factor in determining customer motivation. I use the MECLABS Institute’s Conversion Sequence Heuristic to guide me in understanding customer motivation as I create optimized content. It’s a tool based on experimentation that helps you organize your thinking as you optimize your web pages.

Within the conversion sequence ...

Continue reading...

How a Business Model Sets Up Your Content Marketing Campaign

August 22, 2017 by

What does a business model and goals have to do with your content marketing campaign? Answer: better, more relevant content geared to what you want to accomplish.

Creating content that attracts your ideal prospects takes crystal clear writing. That’s because you’re not there with your prospects to explain what you ...

Continue reading...

A Website that Reads Minds? A Powerful Real Life Example

August 15, 2017 by

Every once in a while, a website’s content reaches out and grabs you. It knows what you’re thinking, gets into your head. Got a question? There’s the answer in the next headline or text. Perfectly in tune with your thoughts. A website that reads minds.

You’ve heard all about customer-first ...

Continue reading...

5 Mobile Website Design Tips to Improve Conversions

July 18, 2017 by

Many web designers — perhaps most at this stage of the game — start with mobile design and work from there to the desktop. Mobile Internet usage now exceeds desktop usage, and the gap is only going to widen as new, more powerful devices work their way onto the market.

...

Continue reading...

Your Website Copy May Be Good, But Is It in The Right Place?

July 11, 2017 by

I’m working on the website copy for a business on the west coast. The marketing manager emailed me all her current marketing pieces. These included an email proposal and an online brochure.

It turns out that the copy in the email and brochure is attractive and informative. Attention getting headlines, ...

Continue reading...

9 Brand Story Idea Joggers to Help You Connect

June 20, 2017 by

Market leaders are trusted. That's in part because they offer superior products and services. But they have also secured their place in the minds of their prospects and customers. Put another way, their customers feel like they know them personally. They like their brand story.

When I was growing up ...

Continue reading...

“Content Marketing Plan? Why Bother, It’s All in My Head”

June 13, 2017 by

A content marketing plan? No, a great read about your business! What...?

We’ve been talking in previous posts about the nature of the web. How you must change the way you think about marketing to take advantage.

Your customers are actively searching for exactly what you offer. And you don’t have to ...

Continue reading...

Get Found Online and Fly into Your Tailwind

May 22, 2017 by

As I discussed in our last post, I believe that riding the web’s natural tailwind is the fast track to success for your business or institution online. It’s like an airplane taking advantage of the natural order of things, the prevailing winds, to get to its destination faster and cheaper.

...

Continue reading...