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.

How to Get More Google Business Reviews

By | NJ Web Design, Online Marketing, Website Design

Encouraging customers and clients to write reviews for your business can result in attracting more customer. With Google being the most powerful search engine, it makes sense to focus your review solicitation efforts on your Google My Business page.  As the verified owner of the business page you have the ability to manage your own information and control control what appears in maps and search results.
The shortest path to getting a review is making it simple and easy for customer to leave a review. This is accomplished by providing the customer with a link to your Google My Business page review form.

Here is how to get started:

Search for your company in Google and click the button that says “Write a Review”

Cut and paste the URL in the address bar of your browser. You’ll get a URL that looks like this,3

The last digit which is a 3 controls the style of the review pop-up box. If you change the 3 to a 1 then the pop-up box will contain your current reviews.  But if you add a 5 to end of the URL (…3,5,) this will pop-up the review box and already fill in the 5 stars.  Now, all the customer has to do is fill in the comment field.,3,5,

You can use a URL shortener like Tiny URL or Google’s tool  which makes embedding the link a lot easier. After using this tool the long URL is now shorten to

How to Promote Your Clickable Google Review Form

Now that you have your powerful URL, it’s time to put it to work.  What you can do:

  • Cut and paste it into your email and send it to clients
  • Send it to a client once the project/sale is complete
  • You can add it to your email signature file as Review Us
  • You can link it in emailed invoices

I invited you to click on any of the BZA review links above to write about your experience in working with BZA.  Wishing you many happy reviews.

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.

Get Local. How to improve your local traction.

By | Online Marketing, Search Engine Optimization

If you serve a local market or geography, online success or failure maybe determined by your presence or lack thereof in the Google Maps box.


Over 50% of all mobile searches have local intent. Google is even treating desktop queries as a local search. Have you noticed how many search results are displaying results in a Google Places Maps? Three or up to seven companies are given this prized and sought after placement. The Google Places Map often dominates the search result page. So what can you do? Here are few tactics to get you started:

  • Claim your business listing in Google Places, Yahoo and Bing. Once you claim your listing your need to follow a verification process, which is done by phone or via a postcard mailed to your business address.
  • List your business in major local portals. These include Yelp, FourSquare, City Search, Angie’s List, Yellow Pages, Mapquest, Trip Advisor, Zoominfo, Merchant Circle, etc.
  • Most importantly, establish a standard for your business mailing address. Your company name and address details should be the same as you go through the listing and citation process. For example Street vs. St, Co. versus company, Suite versus Ste, etc.
  • List your company in regional directories. These can be newspapers, classifieds, member organizations etc. For example has a business directory where you can get a free listing.
  • Look for citation opportunities. These are mentions of your company online that are not necessarily structured the same as you would find them in a directory. These can include press releases, events, bios, classifieds, job boards, social media sites, charitable contributions and even Craigslist. These all represent opportunities to list your company name, address and phone number.
  • Lastly, don’t forget to check out your competition. Some Google searching will uncover where your competitors are listed.

This may all seem like an overwhelming task. The best way to dig in is to do a few listings at a time. It is like building a foundation one concrete block at a time.

Online Marketing Trends for 2013

By | Online Marketing

Mobile Accessible Websites
There is no doubt that 2012 finally convinced businesses that having a mobile accessible website was a good idea. There is nothing more frustrating than to visit a website that can’t be navigated because it was built with Flash.  Conversley, there is nothing more pleasing than to quickly find what you’re looking for by simply clicking a phone number link that dials your phone.  Check out your website and see how it looks on  a smart phone. Perhaps its time to make it easier for the growing mobile audience to find your business.

WordPress is continuing to grow as the platform of choice for building websites and blogs. WordPress is a free open source blogging tool and a content management system. Currently, WordPress claims the biggest marketing share when it comes to content management systems, leaving Joomla, Drupal and a host of others behind.  As of March 2012 WordPress is on 72.4 million different websites around the world.  There are over 19,000 available plug-ins that enhance the functionality of WordPress website and blogs.  Perhaps it’s time to convert your website to WordPress where you can update your site yourself with photos, video, and your latest news and events..  Contact us to see if this makes sense for your company or organization.

Social Sharing
Everyone has become a news journalist and publisher in 2012.  Think about how people received information throughout super storm Sandy.  Where to get gas, what stores were open, what roads where closed. Between Facebook, texting and tweeting you could get your answers. Smart phones kept everyone connected.  I highly recommend signing up for text and email alerts from your local or state police through Nixie (

These trends represent major marketing opportunities in 2013 and can easily be part of  your online online marketing plan. If you would like to explore how to reach more customers in 2013 please contact us.

Medical Practice & Healthcare Web Design – What You Need to Know

By | NJ Web Design, Online Marketing, Web Site Design

If you are a medical practice or health care related business, you know how critical your website is in both attracting and servicing patients. Medical Practice Web Site DesignThe online strategies below should help you develop a solid online marketing and patient service strategy for your medical practice website.

Visible Contact Information

Even through this sounds obvious having your phone number on each page or in the upper right heading is a must.  Avoid just having it on your contact page.

Directions to Your Medical Practice

Gone are the days of a long text list of directions. Make sure site has an interactive Google Map so your visitors can get personalized directions to your office. Medical Practice Sample Google Map

Describe Your Location

On your contact page you should expand your content to describe where you’re located.  For example: “BZA is located in Little Falls New Jersey which is in Passaic County.  The surrounding towns include Wayne, Montclair, Clifton, etc.” Not only will this help the reader get an understanding of where you are if they are not familiar with your town, but it will also help patients find your in search engines.

Location Photography

Personalize your site with location photography so visitors can get a sense of your practice.  Take photo’s of your waiting room, building, lab, etc.  A site that only uses stock photography screams stock photos.

Doctor and Staff Bios

Bios of doctors and staff should be about 250 words and include a professional headshot. With the emphasis on professional.  Avoid those straight on photos against wall.

Online Documents  & Forms

Having patient documents like intake forms, and compliance forms downloadable on your website can save your staff hours of printing and emailing forms. Having the patient come in with completed forms in hand is a win win for all.

Content Management System

Make sure you new website comes with a content management system. This will allow one of your office staff members to keep the site up to date.

Medical Practice News Blog

Whether you call it a News, Press, Media, or Blog function, having news and information is of value to your patients.  Not only does it demonstrate your in-depth understanding of your specialty, but this type of content can increasing your ranking in search engines. You can refer patients to blog posts to get more information on a particular topic.

These are just a few strategies that will contribute to the overall success of your medical practice’s online web presence. If you are ready for a site redesign contact us or request a quote.

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.

BZA Offers Custom WordPress Theme Design Services

By | Blogging for Business, NJ Web Design, Online Marketing, Web Site Design

BZA, NJ’s Top NJ Web Design company, has been integrating Blogs into our client’s websites for over three years. Our blogging platform of choice is WordPress. Due to the popularity and ease of use of WordPress the platform has evolved into a robust development platform complete with a content management system.

WordPress websites are ideal for start-up businesses or for organizations with a limited budget. They can be quickly and cost efficiently implemented which equates to savings that get passed to the client. For more information check out our Custom Word Press Theme Design services.

Top NJ Web Design - Custom WordPress Theme Design

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

Zaccone to be a Panelist at NJAWBO Event on Social Networking

By | BZA News, Online Marketing

Barbara Zaccone, Founder and President of NJ Web Design firm BZA LLC will be a panelist at the January 19th NJAWBO (New Jersey Association of Woman Business Owners) Essex Chapter Meeting to be held at Wilshire Grand in West Orange, NJ. The social networking topics that will be discussed include Facebook, Twitter, Email Marketing, Linked-In and Blogging for business. Zaccone will specifically discuss the benefits of integrating a blog into your web site. “Most companies don’t take advantage of the speed at which a Blog article can be picked up in search engines”, claims Zaccone. “Writing and posting articles to your blog not only demonstrates your expertise, but it can add keyword rich content and links to your web site”.

Zaccone to speak at NJAWBO Essex Chapter meeting

Zaccone to speak at NJAWBO Essex Chapter meeting

For more information about the event visit