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The Future of Web Marketing - With Howie and Ben

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howiejacobsonOne of my favorite web gurus is Howie Jacobson (check out AskHowie.com).  Howie wrote AdWords for Dummies which I refer to several times a year to remind myself of what is at the core of on-line marketing. Don't knock the Dummies books.

Howie sends out regular updates to email subscribers, and he generates much of his consulting revenue from this stream of followers.

A recent email includes an interview with Ben Hunt, author of the popular marketing book Convert!: Designing Web Sites to Increase Traffic and Conversion.

If you are not reading/watching/listening to people within your own business discipline, you really need to start in order to stay current.

You can get to an interview between Howie and Ben which is 90 minutes long, but worth the time if you are on the road as I will be next week, or in a place where you can let it run in the background while you are fixing dinner, folding laundry....

To get you started, here is what Ben has to say:

At its heart is The Awareness Ladder which Ben describes as "a simple model that can help you pitch every page on your web site at its target audience with precision."

The Awareness Ladder is:

1.       What Problem?/Unaware of a need: the prospect is unaware that they have a need for your product.

2.       Aware of a need, but not the benefits of your product: the prospect recognizes the need, but not the connection between the fulfilment of that need and your product.

3.       Aware of benefits, but not a solution: the prospect recognizes immediately that he wants what the product does (i.e. he recognizes the benefit), but he doesn't know that there‚Äôs a product that will do it for him.

4.       Aware, but not convinced: the prospect knows of your product but doesn't yet want it.

5.       Most aware: the prospect knows your product, and knows he/she wants it.

I downloaded and am reading Convert! now and will let you know how it changes what I'm doing in designing useful websites that drive the right people to contact you and convert into a new customer/client.


A reminder from Ben that is Marketing 101 but which we tend to forget.  We sometimes focus our marketing on features rather than benefits.  Features are what the product possesses, benefits are what those features do to solve your problem, improve your life....


Don't let your website be about the features.

Scott is co-owner of Wave's End Services, LLC, a Colorado-based provider of Web, IT Consulting, photography, video, and training services.