How to Persuade People to Buy Your Product (Without Being Obnoxious)

By | Marketing, Online Marketing, Uncategorized

How to Persuade People to Buy Your Product

(Without Being Obnoxious)

You’re probably familiar with marketing claims that sound too good to be true.

“Double Your Sales in 6 Weeks!”

“This 30 Minute Course Will Show You Why You’re Losing Customers!”

It’s difficult to get your audience’s attention without sounding like the junk emails that found their way past your spam filter.

This strategy may win clicks and sales for some businesses, but it’s a quick-burning flame. These tactics damage the brand because the claims aren’t rooted in reality. They over-promise, under-deliver, and ruin any trust that was established with the customer. And marketing is all about trust.

Instead of going for the quick sale, we recommend you invest some time to build a solid foundation for your marketing strategies. Read more to learn how to genuinely appeal to your target audience.

Marketing 101: Narrow Your Target Profile

This isn’t groundbreaking by any means, but it bears repeating: you need to create a very specific profile for the customer you are targeting. Narrow it down as much as you can. If you have a current customer that is the perfect representation of your target, design your strategies to target that customer specifically.

You may find that you have multiple niches. If that’s the case, focus on building a strategy for one niche at a time.

Identify Your Customer’s Specific Problem

Whether or not they are aware of it, your target customer has a real problem. If you have a customer who represents your niche, you have a very valuable asset. Talk to that customer often and really listen to them. Ask leading questions and read between the lines to learn about the real issue (it’s usually not just the one they’re describing).

If you don’t have a customer that fits your niche, that is something worth examining. Either way, research and learn about the target customer’s problem. Do some keyword research with Google’s Keyword Planner. Figure out how your customers think about your product, and use the keywords to find forums and reviews to look for common problems.

You can also learn valuable information about the personality of your customers: do they prefer emotion and visual narratives, or are they motivated by cognitive analysis? Are they more past, present, of future minded? How do they rank in terms of openness; are they open to new experiences or do they prefer predictability and routine? Identifying the personality of your target will allow you to craft your content to be as compelling as possible.

Address the Elephant In the Room

It’s human nature to hesitate before making a purchase. Before clicking “place order,” most people spend at least a brief moment thinking of all of the reasons not to buy.

Most businesses gloss this over because they’re afraid addressing these concerns will paint a negative image of their brand or instill anxiety in the minds of their customers. By addressing these concerns in your marketing, you show your prospects that you understand their concerns. You’re not planting insecurity in the minds of your customers; you’re acknowledging and pacifying fears that already exist. You’re establishing trust.

Make a list of the reasons your target customer wouldn’t buy your product or service. You can even call your (loyal) clients and ask them to tell you about their initial hesitations to buy. What were they feeling and thinking before they committed to work with your business? What happened after, and what made them realize they made the right choice?

The best way to ease the mind of your future client is with a real-life example. With permission, use the information you gathered from your current client about their initial fears prior to purchase. Illustrate the improvements that your product or service made for your client, and how glad they are that they took the leap to work with you. Tell their story before and after your business saved the day.

Identify Your Unique Selling Point

Another marketing standard is to identify your Unique Selling Point (USP). Research your direct competitors and compare them to your own business – what makes you different? What emotional need does your USP fulfill for your clients? What aspects of your product or service cannot be imitated by your competitors?

Once you’ve spent time identifying your USP, create a short, concise, and clear phrase that drives this point home, and repeat it throughout your marketing campaigns. Here are some famous examples of USP slogans:

  • The milk chocolate melts in your mouth, not in your hand (Mars, Inc.)
  • 15 minutes could save you 15% on car insurance (Geico)
  • Because you’re worth it (L’Oreal)
  • Open happiness (Coca Cola)

Don’t Have Time?

A lot of businesses don’t have the resources to devote to this level of marketing. That’s where we come in.

Let’s talk about your marketing goals.

Can You Still Generate New Business with a Poorly Designed Website?

By | Marketing, Web Site Design

If you are reading this you might be one of those companies whose website is five or more years old. So much has changed in five years. Just think of the cell phone you were using five years ago. Many B2B companies have neglected their website through the years, due to budget constraints, lack of focus and lack of a website content management system. Once everyone in the company agrees how bad the site is they don’t even want to touch it and often don’t even promote it. They just pretend it’s not there.

Fast Forward to Today

Thanks to a strong mobile marketplace, websites are now getting the attention they deserve. Especially since Google announced in April of 2015 that search results on mobile devices would favor mobile friendly websites.


What your Website Says About your Business

The goals of any website is to convert visitors into customers. The factors below play an important role in getting your phone to ring or NOT.

Does Your Website Have? What Visitors Think
Old Photos – typically small and of poor quality Website is dated; perhaps the company is not doing well financially
Home Page Very Wordy – too much clutter and content Confusion about what the company provides. The impatient visitor quickly goes to a competitive website
Old News – Most recent news article is dated 2013 Company is not progressive and dynamic. Nothing new, no innovation, no new ideas and just plain stale.
No Social Media links (not even Linkedin) Unapproachable, not friendly, not connected, nothing new and nothing to share

The Good News

Imagine what a professional, clean and mobile friendly site can do to add credibility to your organization and showcase your capabilities. How different the user experience will be and perhaps how your phone might starting ringing. Perhaps it’s time to get started.

Turn More Website Visitors into Customers with our TOP 10 List

By | Marketing, Mobile Web Design, NJ Web Design, Online Marketing, Search Engine Optimization, Social Media, Web Site Design

Website Conversions into CustomersMaking your website more engaging and effective can increase viewer engagement and turn website visitors into leads, prospects and customers.

When looking to increase business from a website we often think in terms of increasing traffic.  But increasing traffic may not be the answer. It is easier to increase your website conversions than to increase traffic.

Conversions and Conversion Rates

A conversion is the act of a website visitor performing a measured goal on your website.  A conversion can be a sale, inquiry form completion, quote request completion, newsletter sign-up, white paper down load, etc.  The conversion rate is the number of people who have completed a measurable action divided by the total number of website visitors.  For example, if 1,000 people visited your web site and 15 people completed your inquiry form, then the conversion rate would be 1.5%. You can set up Google Conversion Tracking in your Google Analytics. Conversion rates are the ideal way to measure how your website is performing.

10 Tips and Strategies to Get You Started

  1. Your site must be mobile friendly.  30% will be viewing your website on a mobile device.  Test your site at  If it does not pass the test you need to take action.
  2. Create a Compelling Value Proposition
    • Don’t waste your home page value space on “Welcome” or irrelevant images.
    • Answer the question “Why buy” and “What’s in it for me”.
    • This takes a lot of thought – think in terms of Newspaper headlines
  3. Obvious, but worth mentioning, your phone number should be prominent in both header and footer.
  4. Increase Trust 
    • Third party citations, testimonials, articles published.
    • Member organizations
    • Photos that convey trust and expertise, team pictures, location photos, awards, etc.
    • Current content – no old news
    • Credibility symbols, licenses, certifications, reseller, authorized dealer, etc.
  5. Remove Clutter and Remove Distractions
    • You want to keep website visitors focused on a single action (conversion).
    • You might want to eliminate some pages.
    • Review Google Analytics Behavior – Site Content reports and remove pages that are not engaging and viewed.
    • Be clear and concise and remove images without meaning.
  6. Focus on Fast Readability
    • Everyone is so busy – display page content in easy to read format with headings, sub-heads and bulleted lists.
    • Use headlines, sub-heads and bulleted lists
  7. Craft a Well Written About Us Page
    • About Us is one of the most important and most read pages.
    • Share client challenges, trends, market expertise, process
    • Awards and accolades
    • Testimonials, pictures add a personal touch
  8. If You Serve a Local Geography
    • According to Google 73% of all searches have local intent
    • Make sure on your home page the geography that you service is clearly displayed.
  9. Social media integration
    • Engage your network in social media- but bring them back to your website.
    • Building your brand and your content on your own domain increases exposure and search engine ranking.
    • Put the tease copy on Facebook – “Learn the 5 secrets to”,  “Get 10% OFF”, “Get the Code”, etc and then let them click to get the info on your website.
  10. Purposeful Design 
    • Use of negative or white space around objects or buttons focus attention
    • Big buttons for action items or goals
    • Limit choices
    • Placing the most important content above the fold (no scrolling)

Now it’s time to take action. First, make sure you have Google Conversion Tracking set up on your website. Select two or three items from the list and start making changes that will have long lasting impact. Too busy? Let BZA assist you.

Have you been ignoring your most valuable marketing asset? Your in-house list.

By | E-Mail Marketing, Marketing, Online Marketing

With the popularity of email marketing, I am still amazed on how many companies don’t take advantage of this relationship building strategy. The foundation of a good program starts with your in-house list. Where is your e-mail list? It existing in your Outlook, CRM software or in the top of your desk in the form of business cards. Your goal is to build and grow your e-list. Once you have your list you’ll have a valuable asset that you can market to for a very low cost. You can email promotions, offers, articles, tips and more. Your list should contain prospects, customers and business associates that have the ability provide referrals.

When done properly, online retailers can actually track the return on investment (ROI) of their email campaigns. It doesn’t get better than that.

The Top 10 Reasons Why You Should Have a Blog for Your Business

By | Blogging for Business, Marketing, Online Marketing, Search Engine Optimization

Tonight I am going to be talking about the benefits of blogging for your business. Here is my handout.

  1. You can update your Blog/Website yourself
  2. Your blog becomes your central repository for all articles, news items, announcements and events. It’s database driven, so it’s searchable.
  3. “Search-friendliness” is built into the blog.
  4. Blogs are easy ways to add depth to your web site; Each blog post is indexed as a page in search engines. (just Google NJAWBO Blogging Event)
  5. Your blog post title can automatically be displayed as a tweet in your Twitter account.
  6. It’s easy to integrate multi-media in posts – Slideshows from Flickr; YouTube Video.
  7. Your blog can be linked from your Linkedin account.
  8. Drive traffic to your website/blog by including the link on a Facebook update.
  9. Your blog demonstrates your expertise- good for attracting press.
  10. With a blog you’ll be cool, hip, and you can now call yourself a blogger.


  • Free open source software for integrating a blog into a web site or building a standalone blog. Self hosted (; you’ll need your webmaster to accomplish this.
  • Free open source hosted blogging solution not on your domain (
  • Free Google hosted blogging solution not on your domain.
  • Montclair Adult School; Registration begins Feb 1, 2010; Web Marketing Strategies for Entrepreneurs & Small Business March 23, 2010; Planning an Effective Web Presence for Entrepreneurs & Small Business; 2 sessions March 2, 2010 and March 9, 2010

Drive-in for Bank Customers Only

By | Marketing

Are they kidding? Yesterday I was at the Wachovia drive-in and could not help but notice the big sign that said “Drive-in for Bank Customers Only”. With the banks crying the blues you think that some bank marketing genius would suggest a sign that says “Welcome non-bank customers. We are happy to serve you”. I must say the Wachovia teller was extremely pleasant and even asked me if I needed anything else after she finished my transaction. I did not even have to wait online. Why not extend an invitation to new potential customers so that they may experience your fine customer service? I just don’t get it.

How to Write an “About Us” Page

By | Marketing, NJ Web Design, Web Site Design

You’re thinking of doing business with a company you know very little about. After spending a few seconds on the home page you quickly go to the About Us page. Once there, are you captivated or put to sleep? When writing content for your About Us page, here are a few things to keep in mind.

  • There is no need to go into long detail about the history of your company. Simply state when your company was founded or how many years you have been serving your industry.
  • You should also include a brief summary of products offered, the more concise the better.
  • This is also the place to communicate how you are different from your competitors.
  • Be sure to mention your organization’s awards, certifications and any other forms of recognition.
  • If you do business in a specific geography you should mention it on this page.
  • Share your company’s philosophy or unique approach to satisfying the customer’s needs.
  • If you have expertise in a specific industry you may want to communicate how your in-depth knowledge of the industry helps your clients.
  • Mention your membership in any trade or community organizations.
  • Do not include your Mission Statement or the CEO’s biography.

Your About Us page should be concise, easy to read, and serve as a marketing piece for your company. You need to walk a fine line between vanity and modesty.