The Keyword Conversation For Conversion And Profit
Yesterday, I received a call from a delightful young man. He was getting ready to get married soon. I could tell that he was excited about something just in his tone.
He had just listened to a conversation that I had done with Glen Livingston. For those of you who don't know Glen. He is one of the best marketing minds that I know. He comes from the corporate side big leagues and has a wealth of knowledge and understanding about "why people buy (and don't buy)".
He has documented the whole idea of understanding the keyword conversion that I often speak of. The difference is that he approaches it from the survey side of the equation.
So what is a Keyword Conversation?
Keyword Conversation: This is the conversation that is going inside the head of a searcher as they are typing the keyword into the keyboard on the computer as they get ready to search for and hopefully find you to answer their question, provide a solution or bridge them to the situation that they most desire.
Having said that, here are the parts of that conversation that are running in the background.
This question starts with Purpose (The Why), Imagination of the Ideal Situation, Evaluation of the Steps To Get There, Evaluation of Current Resources and Activation Towards Goal.
Anyway, Glen and I had a talk about testing tools, different methodologies and survey methods and how the methods dovetail to each other and we decided to tape the call just in case we spoke some good ideas or insights. I took notes during this call for myself and have listened to it myself a few times. Because the information is priceless.
I am always learning something when I talk to Glen. Be sure to check out this interview. Plus 3 more here.
Back to the young man who called me yesterday. To hear the excitement in someone else's voice was very motivating.
Let me ask you a question...when has your customer, prospect or client's comments motivated you to move forward to provide a better product or service?
If you are not placing yourself to hear from, speak with and engage your customers, you are missing half of the joy of being in business. And maybe you are missing half of your profits too. (think about that one.)
One of the things that he said that I really heard was, "I called you and you answered the phone." There is no exchange of money until there is a relationship.
My response to him was, "Why wouldn't I." I may not be as good as answering every email but I do answer the phone.
If you are hiding behind your computer screen and trying to be in business you are missing a huge part of your market.
I find that the folks that I talk to - I learn from. People are all doing different things and you never know until you start the conversation.
You can get the audio that started this here.
Best Regards,
David Bullock
Advanced Testing and Survey Technologies
He had just listened to a conversation that I had done with Glen Livingston. For those of you who don't know Glen. He is one of the best marketing minds that I know. He comes from the corporate side big leagues and has a wealth of knowledge and understanding about "why people buy (and don't buy)".
He has documented the whole idea of understanding the keyword conversion that I often speak of. The difference is that he approaches it from the survey side of the equation.
So what is a Keyword Conversation?
Keyword Conversation: This is the conversation that is going inside the head of a searcher as they are typing the keyword into the keyboard on the computer as they get ready to search for and hopefully find you to answer their question, provide a solution or bridge them to the situation that they most desire.
Having said that, here are the parts of that conversation that are running in the background.
This question starts with Purpose (The Why), Imagination of the Ideal Situation, Evaluation of the Steps To Get There, Evaluation of Current Resources and Activation Towards Goal.
Anyway, Glen and I had a talk about testing tools, different methodologies and survey methods and how the methods dovetail to each other and we decided to tape the call just in case we spoke some good ideas or insights. I took notes during this call for myself and have listened to it myself a few times. Because the information is priceless.
I am always learning something when I talk to Glen. Be sure to check out this interview. Plus 3 more here.
Back to the young man who called me yesterday. To hear the excitement in someone else's voice was very motivating.
Let me ask you a question...when has your customer, prospect or client's comments motivated you to move forward to provide a better product or service?
If you are not placing yourself to hear from, speak with and engage your customers, you are missing half of the joy of being in business. And maybe you are missing half of your profits too. (think about that one.)
One of the things that he said that I really heard was, "I called you and you answered the phone." There is no exchange of money until there is a relationship.
My response to him was, "Why wouldn't I." I may not be as good as answering every email but I do answer the phone.
If you are hiding behind your computer screen and trying to be in business you are missing a huge part of your market.
I find that the folks that I talk to - I learn from. People are all doing different things and you never know until you start the conversation.
You can get the audio that started this here.
Best Regards,
David Bullock
Advanced Testing and Survey Technologies
posted by David Bullock at Thursday, January 04, 2007
8 Comments:
Hey David, great insights, as usual.
I agree with you. When I pick up the phone, its surprising to the other party - due to assumptions of an SME's life. But magic happens - whether its a JV that would never have taken off as well or as fast via email, or super value will exchange with potential customers or better yet, I gain insight, knowledge, wisdom, humility or a new contact/acquaintance/friend but something magical always happens ;-)
Thanks David, once again. And a magical new year to you and yours!
Hey, Dave -
Thank you for that insight...
I try to approach these sorts of activities or elements as if I were sitting across the table from the visitor asking, "What would you type in if you were looking for me, since I am a specialist at xyz. And specifically what are you looking for when you come to my site?"
I find that too many people make too many assumptions based on their own conversations in their own head, which leaves the visitor out in the cold - and makes their copywriting and conversion tactics and strategies completely off base many times.
Chip Tarver
http://www.MaverickREI.com
http://www.PropertyScoutCash.com
http://www.FirstContactSecrets.com
Thanks Sherman.
The human touch is what makes this all work. We should be marketing with the idea that we will at some point connect with the people to whom we are marketing. Again, the exchange starts with the conversation.
Take care,
David Bullock
Hi Chip.
Thanks for the comment. Getting the keywords and ideas that your customer or prospect is using to frame you is GREAT!!! Your question is wonderful and the application is profound.
That is a great way to find out how the world is looking for you.
This is especially important for those of us who market a service. Products are so much easier to promote and explain. Information products and services move into the world of interpretation and creating value via words alone becomes a somewhat difficult task.
Again thanks for the feedback.
Take Care,
David Bullock
Hey David!
You are so right about talking to people. I know there are two schools of thought on this topic:
1) "Appear" to be untouchable and attract people that way. Dan Kennedy does this well.
or
2) Be very approachable and talk to people like you said.
Get people to know like and trust you. Willie Crawford does this well.
I tend to lean towards talking to people because I actually care if I am steering them in the right place or not. I can't find that out without chatting with someone.
I want to make sure my products will work for them or if they would do better with someone else.
Great post by the way.
Dave Dutton
Thanks David.
Approachable is always good for a business owner.
Thanks for the comment.
David Bullock
Good words.
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