Guest Blog

Your Website isn’t an Ad, it’s the Main Event

Your Website isn’t an Ad, it’s the Main Event 900 600 WildFigAdmin

With our amazing Figstory event fast approaching, we thought we would let you hear from the speakers that will be presenting at this amazing event on January 25th. Here’s a blog by Brian Johnson of PageCrafter. Join us on the 25th to hear more from Brian on exploring the power of using empathy to connect with website visitors!

By Brian Johnson of PageCrafter

Unless you’re in advertising, odds are you do not seek out advertisements or relish being aggressively sold to. So why then, is your website built like an advertisement?

In today’s marketing climate, your website is the central hub that connects all of your marketing efforts. It is where your potential clients are going to find out more information about you, and if done right, it is where you will generate the majority of your business.

And yet, you’re doing it all wrong.

If you’re treating your website like a glorified infomercial and trying to ram your offer down your visitors’ throats, read on. I’ve got three main tips to telling a better story, improving your communication, and maximizing the leads you get from your site.

1. Use Empathy to Connect with your Visitors.

You need to put yourself in the shoes of your visitors. Why are they on your site to begin with? What do they want? Who are they?

If you can answer those questions and if you’re able to truly understand their needs, you’ll have a much clearer picture of what to say on your website.

If you’ve determined that your visitors are generally there to find out more information about your product, make sure it’s easy to find that information. If the primary purpose is to find your contact information, make that easy to find as well. Nothing is more frustrating than wanting to buy something and not knowing how.

The bottom line of empathy is to figure out what your visitors want, and give it to them in a way that feels natural and intuitive.

2. Tell Your Story in a Way That Appeals to Visitors

While simply listing endless specs may be heaven to a small subset of the population, you are generally going to have more luck making things a bit more interesting. Third-person narratives are generally cold and impersonal. Nobody wants to read that!

Instead, use first-person. On your “About Us” page, for instance, instead of giving a cold and stale “Acme, inc. was founded in 1492 to meet the needs of consumers yadda yadda,” why not try an interview with the founder? Giving a first-person account is always more interesting.

In general, it is better to demonstrate the expertise or capabilities of your product or service. Sometimes that is as simple as having a video that shows a product in action. Other times, it might mean producing how-to articles that show off how knowledgeable you are in your field.

Why? Because it’s almost always better to actually prove you are something than to simply say you are. Especially in situations where people are already distrusting because you are trying to sell to them.

For instance, imagine you are using one of those newfangled dating apps. Which person would you choose: the person who says they are funny in their profile, or the one who tells a hilarious joke? Easy choice! It’s much easier to say you’re funny than to say something funny.

3. Capture Your Visitors Into a List so that You Can Keep the Communication Going

Depending on your industry, it could take many months or even years to get through to people. If you can get them on your email list, you stand a better chance of getting in front of them and demonstrating your worth.

Even if you have fantastic content and tell a great story, if there’s no next-step, what was the point? You need to convert.

Getting your visitors in to your email list means that you can consistently get in front of them and show off new products, demonstrate expertise, or generally keep them updated. This is all extremely valuable, and if done right, will eventually lead to them becoming a customer.

If you keep these three things in mind, you will be worlds ahead of the average business website. It can be challenging to work through some of this, but if you want to succeed then it is absolutely critical!

And remember: stop treating your website like an advertisement.

Do You Wear a Costume Daily?

Do You Wear a Costume Daily? 900 600 WildFigAdmin

With our amazing Figstory event fast approaching, we thought we would let you hear from the speakers that will be presenting at this amazing event on January 25th. Here’s a blog by Char Dobbs of Char Style and Image. Join us on the 25th to hear more from Char on creating an authentic presence to attract the clients you want as well as several others on growing your business!

By: Char Dobbs of Char Style and Image

I must say it’s always fun to look at all the cute babies in their costumes for Halloween. What’s even more fun is hearing from friends about how their kids absolutely refuse to take off their costumes, contrary to what the parents want them to do. However, the kiddos love their costume so much, that they want to wear them all day, EVERY day.

And I must admit, I don’t blame them. The kiddos just want to feel & be great. In their costumes, they experience surges of energy…and some may even feel invincible, all because of how the costume makes them feel.

When was the last time you felt that way?
Unstoppable…
Amazing…
Invincible…

Recently, a woman told me that nothing in her closet made her feel great. Not. ONE. thing. I could hear my heart break a little…

Think about it, you literally wear clothes every. single. day. You more than deserve to feel invincible for at least 1/365 days, right?

Experiencing at least one day where you feel so great that you are brave enough to ask for that promotion you’ve been waiting to get or closing a huge contract.

It is perfectly okay to desire to feel how those kiddos felt in their costumes. Happy, beautiful, fierce, powerful, sassy, pretty, fun & confident.

Dare to feel great as much as you can. It will do your confidence & your wallet some good.

Do you desire to feel great? Maybe that hit home for you. If it did share with me by commenting below.

With style & love,
Char

You Are Your Brand

You Are Your Brand 900 600 WildFigAdmin

With our amazing Figstory event fast approaching, we thought we would let you hear from the speakers that will be presenting at this amazing event on January 25th. Here’s a blog by Carol Little of The Little Training Company. Join us on the 25th to hear more from Carol on growing your business!

A guest blog post by: Carol Little, The Little Training Company

Here’s the secret successful marketers know: customers don’t buy a product, they buy you: your personality, your experience, the unique qualities only you possess.

There was a time when “branding” meant a corporate-looking logo and a slick catalog but in today’s online marketplace, the real value is not in appearing to be a big company, but rather in just being you. And your personality shines through in a variety of ways.

Your Authentic Voice

How you speak and write and even how you act on camera or in an audio interview has the power to instantly identify you to your audience. You can see this in action if you scroll through your Facebook feed. It’s easy to know who has posted a particular image or status update, just by recognizing the voice with which they generally speak.

Here’s an even more important aspect of your “voice” though: it has the power to attract a specific audience. In recent years, a few high profile coaches and product sellers have become celebrities of a sort, largely because of their harsh, “don’t hold back” language. Ash Ambirge over at www.TheMiddleFingerProject.org makes no apologies for her use of offensive words, and her fans love her for it. And those that don’t? Well, as she says right on her home page, her site and services are “not for humorless bores.”

Snarkiness and foul language are not the only way to go, though. Carrie Wilkerson has built her brand almost entirely on her ability to be kind and generous. She always has a nice word, never appears defeated or overwhelmed, and is an inspiration to her fans and clients.

While very different in their approaches, these two women have one thing in common: authenticity. It’s clear that if you were to meet either of them in person, they would speak and act exactly as they do online. And their brands are stronger for it.

Your Story

How did you get to where you are today? The backstory—which to you might seem boring and uneventful—is a powerful tool that can help solidify your brand and attract just the right audience.

Melissa Ingold tells of being a struggling single mother, and of creating an online business rather than simply choosing to work one dead-end job after another. Her success is an inspiration to her audience, and is a huge part of her branding.

Kelly McCausey often speaks of how she got started online when she was looking for a way to earn just a few extra dollars every month to keep the lights on. Creating graphics at $5 each quickly turned into a full-time online career.

Your story doesn’t have to be dramatic, and you certainly don’t have to share more than you’re comfortable with, but it does have to be yours. Be your true self, and you’ll never have to worry about attracting the right audience. They will self-select, and your perfect client will find you.

Speak up * Speak easy * Speak often!