Do one thing and do it better than anyone – Orville Redenbacher

In The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!, law #5 is the law of Focus.  It states the most powerful concept in marketing is owning a word in the prospect’s mind.  Narrow the focus to a single word or concept. It is always better to focus on one benefit, rather than two or three.  Examples are FedEx - overnight delivery and Domino’s Pizza -home delivery.

Companies trying to offer too many services spread themselves too thin.  They can easily be beaten by companies who specialize in just one service.

I applied this law to marketing my wife’s property management company.  We noticed most of the competition were not just property managers, but also realtors.  By focusing only on property management, we gained an advantage over the realtor/property management companies.

Most of our clients say they chose us because we are not realtors.  If you are looking for a property manager, why would you hire a realtor?

The targeted anti-realtor message is on all of the marketing for the company.  We have branded ourselves as an alternative to the realtor/property management companies, and occasionally take a few jabs at the competition.

Now that the company has grown to a significant size, it is tempting to add realtors, mortgage, title or other services to create new revenue streams, but this would weaken our message and we would just blend in with everyone else.

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Keep It Simple, Stupid. One of the definitive characteristics of Web 2.0 is its simplicity of design.  The less is more approach applies in designing websites to compete in today’s market.

The old way was to fill up your pages with as much content as you could, letting people know that you were online and legitimate.  With the amount of websites and competition increasing exponentially today, your website has a limited amount of time to grab attention and accomplish a goal.

How long do you give a website before you go somewhere else?  2 seconds, 5 seconds, 10 seconds,  longer?  Seriously?

Forget the flash intros, background music, Adsense, widgets, gadgets and random pictures.   Keep your website  and posts minimal and clutter-free. A prospect should be able to look at your website and in 5 seconds know how to contact you or purchase a product.  Make sure you have a clear Call To Action.

A quick read, (really, I read it in under 2 hours)  is Seth Godin’s The Big Red Fez: How To Make Any Web Site Better.  His take is surfing on the web is like a monkey looking for a banana. Websites should be kept simple and easy for anyone to immediately identify what the site is about and quickly grab the banana.

For small business website design, contact thereferralgeneration

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I once read an e-book from an internet marketing company that said they created 50 different pages for a local business website.  The idea was to have a targeted page for each town in the coverage area to increase search engine rankings. 

I thought this was a great idea, so I went to work on it immediately.  I mapped out the local towns and created a couple of pages, but soon abandoned the project because it was boring, time-consuming and I was creating ‘hidden pages’ with ‘duplicate content.’ 

But after converting my wife’s property management website to WordPress, I had an alternate strategy.

With WordPress I am able to add a new blog post for each town in our coverage area.  This creates a new page for the search engines to index, with keyword rich URLs.  The content of each post includes zip codes, keywords and links.

This improves our search engine rankings by adding new, relevant content to the site. For smaller, more obscure searches, we are able to dominate the rankings.  If there is a certain area that we want to focus on to get more leads, we can simply write more posts about those particular areas. 

In our case we created Property Management Perspective which is a series of local reports on the towns and neighborhoods in our coverage area.  We give quality insider information on the area and current rental market. 

This strategy can be applied to any type of local business.  The posts should not be hard to write since you already know the area and can give some expert advice.

 For more local search tactics and small business online marketing tips, subscribe by email or RSS Feed

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Does anyone have time to talk on the phone anymore?  Do your prospects really want to talk to you?  Are you cold calling?  Seriously?

With Facebook and the other million social media sites, your customers have plenty of friends.  They are not looking for someone to get to know, they want someone who is going to get the job done and not waste their time.

The internet has changed the way people buy forever.  The consumer now can do research, compare prices and make purchases online without ever talking to a salesperson.

As a customer, I would prefer not to hear a sales pitch, have an awkward conversation, feel pressured or listen to some slick salesperson trying to close the deal. 

As a small business owner, I would rather communicate by email.  This gives me a chance to edit the conversation, give my full attention, not be surprised or need to rely on thinking on my feet.

When people visit my website and are interested, they fill out the contact form (where only name and email are required fields), which sends an email to my phone so that I can immediately respond.  From there, we will email back and forth a couple of times to work out the details. By the time we actually talk, it is a done deal.

Customers today only want to talk to you after they have made a decision to buy, and only if buying requires that they talk to you.

If your website is visible, with a powerful message and clear call to action, closing the deal is just a matter of getting out of the way and not saying anything stupid.

Once you have a happy customer, then you can sell, up-sell, deepen the relationship and ask for referrals.

For more tips to help your small business thrive in the new economy, subscribe by email or RSS Feed.

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Over on Search Engine Guide there is a definitive checklist for online marketing.  Definitely worth checking out.

The Best Damn Web Marketing Checklist, Period! – Search Engine Guide Blog

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