Small Change Big Impact Part 2

In the previous post (part 1), we talk about using the principle of consistency technique that helped a restaurant reduce their cancellation of table reservations by 30%.

This was achieved just by adding 2 “small words” to the call script used by the phone receptionist.

Today, we are going to explore another “Small Change Big Impact” scenario.

I got this from a newsletter issue from John Forde’s Copywriting Roundtable. I thought it’s pretty relevant to today’s theme.

And I think you will like this. It goes like this:

In Italy, and for many countries for that matter (including Singapore where I am based), you get penalized with points if you commit a traffic offence.

Once you accumulated points to a certain level, your driving license get suspended.

Now Italy is well well-known for bad driving on the road. And while this measure probably work to a certain degree, the authorities decided to do a small tweak to the system.

They Flipped It Around!

That means you start of with points on your record. With every violation, you get points taken off. If you hit zero, you are IN LUCK! Say goodbye to your license!

Why Knowing And Segmenting Your Market Is Important

I’ll cut to the chase.

Here’s why knowing your market is important:

• When you understand their fears, frustrations, wants and aspirations, you can offer them a well-suited solution to their problems or needs.
• When you give them what they want, the chances of them turning into your customers become much higher
• Because your have your intimate knowledge of them, you are in a better position to over-deliver value to them.
• With this, they will love you for it. And it will increase your customer loyalty towards you.

And why segmenting your market is crucial too:

• Customers respond better to specific offers
• Customers are happy because they get offers specific to their wants/needs.
• Again, when they are happy, they will stay longer with you.
• You make more profit!

These are a no-brainer right?

Now recently, I had the pleasure of communicating with Linda Morton via email. She is a Professor Emeritus from The University of Oklahoma.

And she is the author of Strategic Market Segmentation.

In her blog, you get the finer points of market segmentation strategies and how to discover what gets your customers ticking.

Small Change Big Impact Part 1

Do you know that you can have significant increase in revenue just by making seemingly “small changes” to your business?

Most people tend to think that if you want big results…you need big change! You need to spend big money! But that’s not entirely true!

If you know how to make the RIGHT change, you can still achieve great results even if it may just be a small tweak.

Let me tell you a story illustrating this concept.

I read about this story in one of Robert Cialdini’s presentation about how to be more persuasive.

Robert Cialdini is a world-renowned authority in the study of influence. He is also the best-selling author of “The Psychology of Influence”.

And it goes like this.

There is a restaurant that takes advanced booking by phone. But there was a problem. There were many customers calling in to cancel at the last minute.

The thing is that the receptionist was trained to say “Thank you for calling our restaurant. Please call if you want to cancel your reservation” to all the customers making their booking.

Creating Landing Pages With WordPress

Most people think of WordPress as a blogging software. However, you will notice that some people are using it as a website building tool.

This gave me the idea to use it for landing pages. It will work for you if you are an affiliate or if you sell your own products and services.

On-Page SEO

The link structure of Wordpress makes it easy for your site to be indexed by the search engines. I have zero programming background background, yet I can rank well on search engines when I use WordPress because it is SEO-friendly by nature. With a few simple tweaks in my settings, my on-page SEO is done.

This is great for quality score when you are doing Google AdWords. Of course, quality score is not 100% about on-page SEO, however it does help you to get a much better quality score than if you skip your on-page SEO. Remember, higher quality score translates to cheaper clicks.

Dual Function

Getting to Grips with Google Part IV – Link Building & Promotion

If OnPage SEO is all about getting Google to understand the contents of your web pages, then OffPage SEO, link building, is all about giving Google a good reason to put your website high up in the search results.

The success of Google in the Search Engine arena is down to its highly accurate search results.

These are due to its primary ranking system – PageRank. Now, while there is much debate as to how important PageRank actually is these days, there’s no escaping that it’s still one of the major factors in generating Google’s SERPs.

The idea of PageRank is a simple and thoroughly democratic one. The theory goes that in a network of interlinked documents, such as the World Wide Web, the pages with the most inbound links to them are going to be the most important, and most authoritative pages.

In simple terms a link from another web page to yours is considered a vote, a vote approving your content and recommending it to others. It is this “voting” system that is the key to Google’s results generation.