Tag Archive | "convince"

Selling SEO to the C-Suite: How to Convince Company Executives to Support SEO

Posted by rMaynes1

The implementation of a solid SEO strategy often gets put on the back burner — behind website redesigns, behind client work, behind almost everything — and even when it is taken seriously, you have to fight for every resource for implementation. SEO must be a priority. However, convincing the company executives to prioritize it and allocate budget to SEO initiatives can feel like scaling a mountain.

Sound familiar?

Convincing company executives that SEO is one of the most critical elements of a holistic digital marketing strategy to increase website traffic (and therefore customers, sales, and revenue) won’t be easy, but these steps can increase the chances of your program being taken seriously, and getting the budget needed to make it a success.

Before you start: Put yourself in the shoes of the C-Suite and be ready to answer their questions.

While it’s no doubt frustrating that your executives don’t understand the importance of SEO, put yourself in their shoes and consider what is important to them. Have solid answers ready to questions.

CEOs are decision-makers, not problem-solvers. They are going to ask:

  • Why should we invest in SEO vs. ?
  • Is this going to be profitable?
  • Do you have proven results?
  • What does success look like? What are your KPIS?

CIOs and CFOs will fixate on cost reductions. They are going to ask:

  • What will this cost us?
  • Can similar results be achieved at a reduced cost?
  • What level of spend will maximize ROI?

CMOs want to ensure the organization’s message is distributed to targeted audiences in order to meet sales objectives. They will ask:

  • How many more qualified leads will this bring us?
  • What will this do to increase our brand exposure?
  • What is our competition doing?

CEOs are unbelievably busy. In the nicest way, they don’t care about details, and they don’t care about tactics (because they simply do not have time to care). What do they care about? Results.

For example, the CEO of a large insurance broker sits in his office and Googles the term “Seattle insurance.” Success for him is seeing his company listed at #1 in the organic results. He doesn’t want to know how it was achieved, but for as long as that’s the result, he’s happy to invest.

Getting the support you need for your SEO strategy can be tough, to say the least, especially if there is no understanding, no interest, and no funding from the C-level executives in your company — and unfortunately, without these, your SEO plans will never get off the ground.

However, executive-level buy-in is crucial for a successful SEO campaign, so don’t give up!

Educate your stakeholders

1. Start at the beginning: Define what SEO is, and what it isn’t

It might sound like a no-brainer, but before you even start, find out your C-Suite’s SEO expertise level. Bizarre as it may sound, some might not even really fully understand what SEO is, and the concept of keywords might be entirely alien.

Start from the very beginning with examples of what SEO is, and what it isn’t.


  • How people search for your business online with non-branded industry keywords. Use analytics to show that this is what people are actually searching for.
  • Show what happens when you conduct a simple search for a related keyword. Where does your business rank and where do your competitors rank?

If you want to go into a bit more detail, you can show things like where keywords appear in your page content, or what meta-data in the titles and description fields look like. Gather as much valuable insight as you can from the CMO to help tailor your presentation to fit the style the CEO is used to. It will vary from CEO to CEO. Same story — but a different approach to getting the message across.

Remember, keep it high-level. When talking to your C-Suite about SEO, it’s important to talk to them in a language they’ll understand. If your presentation includes references to “schema,” “link audits,” or “domain authority,” start again, scrapping the technical jargon. Instead, talk about how SEO helps businesses connect directly with people who are searching online for the products and services that are being offered by the company. Highlight how it’s a powerful business development tool that aligns your business with customer intent, one that targets potential customers further down the sales funnel because it attracts traffic mostly from people who are in the market to convert. Focus on the purpose of an SEO program being to build a sustainable base of monthly quality potential customers by generating additional traffic to the website.

Use hard facts to support your points. For example:

  • 72% of marketers say relevant content creation was the most effective SEO tactic (Source: https://www.hubspot.com/marketing-statistics)
  • 71% of B2B researchers start with a generic search. (Source: https://www.hubspot.com/marketing-statistics)
  • Conversion rates are 10 times higher on search than from social on desktops, on average. (Source: GoDaddy 2016)
  • Half of search queries are four words or longer. Not including long-tail keywords could mean losing potential leads. (Source: Propecta 2017).
  • Companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published 0–4 monthly posts. (Source: https://www.hubspot.com/marketing-statistics)

2. The meat of your presentation: Why SEO is so important

Once you’ve shown what SEO is, you can move onto why it’s so important to the organizational goals. Sounds simple, but this is probably the most difficult part of convincing your executives of the need for an SEO strategy.

C-Suite executives are not interested in the how of SEO. They want to know the why (the value, the return on investment), and the when (how long it will take to see the results and the ROI of this endeavor). It’s almost guaranteed that they’re not going to want to know the minute details and tactics of your proposed strategy.

Outline the project at a high level, and don’t get bogged down in the details. If the CEO is well-educated in other channels (like paid search, offline marketing, print marketing, or display advertising), try to use SEO examples that can be understood in a relative way to how these other channels perform.

Note: To sell SEO to the C-suite doesn’t necessarily mean you’re committing to doing all of this work yourself. You might be pitching for the budget to use an SEO agency to do all of this for you.

Break out the proposed project into 4 sections, each with a “what” and a “why.”

1. SEO audit:

Your website is a business development tool, and so the SEO audit is focused on assessing how well the site is performing currently. Talk about how you’ll assess the website in several areas to understand any problems impacting site performance and identify any potential optimization opportunities to make it more search engine-friendly, and to align it to business objectives both from a technical and content perspective.

2. Recommendations:

From the audit, determine what needs to be done and when. Not all tactics will work for all organizations, and as an SEO expert, you’ll be able to review the business and draw on your past experience to determine what’s going to earn the highest ROI. Prioritize recommendations and have a case to present for each, proving how it’s more important than another recommendation, and how it will impact the overall business if implemented. Ensure that those critical SEO components that will expedite the results are implemented first. Be sure to address these questions:

  • What combination of tactics is going to work best for this organization?
  • What is going to have the biggest impact now, and what can wait?
  • What should be a top organizational priority?
  • Do you have access to the internal resources and knowledge to be able to implement the recommendations, or do you need to consider using an external agency?

3. Implementation:

Whether this is an internal project or you’re engaging an SEO agency, the project lead should be very hands-on, making SEO recommendations and guiding the IT team through the successful implementation of as many of them as possible so as to have the biggest impact on organic search. At times it can feel like you have to jump through hoops to get the smallest recommendation implemented, and that’s understandable. However, if you endeavor to understand the internal IT processes, you can customize recommendations to fit the IT team’s schedule. You’ll see more success that way.

This is one of the biggest obstacles that Mediative, as an agency, runs into. We conduct SEO audits and provide recommendations for success, in priority order — but getting access to internal IT resources and getting your SEO recommendations into the implementation queue can be incredibly challenging.

We worked with a Fortune 500 company for four years on SEO, covering the major areas of site architecture and site content, with the ultimate goal of increasing site traffic. At any given time, there were 40+ active SEO initiatives — open tickets with the client’s IT department — all of which had an impact on the SEO of the client’s website. However, they represented only about 20% of the total open tickets for all IT service requests in this client’s IT department; as a result, vying for precious IT resources became a huge challenge. A great SEO agency will learn to adapt tactics to fit in with whatever sort of IT procedures your company already has in place.

4. Goals and measurement of results:

HubSpot has presented the core metrics that CEOs care about the most; you should address these metrics with benchmarks and informed predictions (not vague guesses) for how SEO can improve them. Unlike channels such as paid search, it can be difficult to give the exact cost and the exact number of leads or revenue SEO can generate. The key here is to get the understanding of the CMO to help present your case to the CEO. SEO or organic search traffic (when measured properly with analytics) can be the biggest driver of low-cost traffic and quality visitors to your website.

  1. Customer Acquisition Cost (CAC) – This is the total cost of acquiring a customer in the organization. If you can show how SEO acquires customers below the company average, you’re already winning.
  2. Time to Payback CAC – This is the number of months it takes you to earn back the CAC you spent to get a new customer. Again, if you can show that SEO reduces this number, it will increase the likelihood of your program getting the thumbs up.
  3. Marketing Originated Customer % – This ratio shows what percentage of your new business is driven by marketing efforts, a sure-fire way to secure more SEO budget if you can prove exactly how many new customers it’s driving.

Look at simpler metrics as well, such as:

  • Traffic to your website.
  • Number of leads generated.
  • Decreased bounce rates.

Inform your executives that you’ll be measuring these metrics in conjunction with other metrics, such as average ranking position, to see the overall impact of your SEO efforts.

  • Use industry research to put a monetary value on ranking higher. For example, the fictional company Acme Shoes sells shoes online. The company website recently ranked #4 on a desktop Google search for [women’s shoes].
    • A #4 ranking sends the website 20,000 unique visitors per month.
    • The average value of a website visitor has been calculated at $ 20, therefore ranking at #4 is valued at $ 400,000/month.
    • Research has shown that, on average, the #4 ranking gets 7.3% of Google results page clicks, and the #1 ranking gets 32.8% of page clicks — 4.5x more. Therefore, it can be estimated that increasing ranking to #1 will lead to 90,000 monthly unique visitors.
    • The estimated revenue from ranking #1 for [women’s shoes]: $ 1.8m/month.
  • Present different scenarios. For example, what would happen if no SEO efforts are made over the next 12 months? Now in contrast, what do you predict will happen with $ X of investment, and how that would increase even further if doubled? Be sure to have a few options available, not just all-or-nothing.
  • Be very specific about the goals at each level of investment. Find examples of SEO strategies that have had great results. Best case would be results from your own tests in preparation for a larger project, but sometimes even small SEO tests are not approved until the C-suite has bought in. In this case, find case studies from your industry, or research/results of similar tactics to those that you want to implement. The C-Suite want tangible, real-world solutions that are proven to work, not vague ideas.

Tip: A lot of SEO is “free” — it just takes time, knowledge, and resources (which is where it gets expensive) to make it successful. Use the word “free” as much as you can. For example, an online listings component of an SEO strategy may utilize free directory listings.

In summary, an SEO project may address all 4 sections listed above very well, but the key is communication. Great SEO agencies are strong communicators with all stakeholders involved — the marketing team, IT teams, content writers, designers, code developers, etc. It’s important to remember that following best practices, executing SEO tactics in a timely manner, and measuring the results all require clear and concise communication at different levels of the organization.

Congratulations! You’ve perfectly pitched SEO to your C-Suite. You’re almost guaranteed to get the green light! So what now?

Manage expectations from day one.

Basketball player Michael Jordan was once quoted as saying: “Be true to the game, because the game will be true to you. If you try to shortcut the game, then the game will shortcut you. If you put forth the effort, good things will be bestowed upon you. That’s truly about the game, and in some ways that’s about life, too.”

He could have been talking about SEO.

SEO is a commitment. To reap the long-term benefits, you have to put in the effort with minimal gains at first. Make sure your C-Suite knows this. They might get frustrated that after 3 months of effort, the results are not prominent. But that’s how SEO goes. SEO isn’t a “set it and forget it” tactic. It’s an ongoing program that builds successes with time and consistency.

By setting realistic expectations that it will take several months before results are seen, there won’t be pressure to try other tactics, like paid search or display advertising, at the expense of SEO. Of course, these tactics can complement your SEO efforts and can provide a short-term benefit that SEO can’t, but don’t be swayed from SEO as a core strategy. Stay the course, and keep focused on the long-term benefits of what you’re doing. It will be worth it!

Continually measure and track performance

You should be ready at the drop of a hat to provide up-to-date results with performance measured to key metrics (to the last month) of how your SEO efforts are stacking up. You never know when cost-cutting measures might be implemented, and if you’re not ready with solid results, it might be your program that gets cut.

Show how your SEO efforts compare to other programs in the company, such as social media marketing or paid search. Search is always evolving, so keep up and be seen keeping up. 
Never stop selling!

In the case of our Fortune 500 client, we were able to implement all of the key SEO initiatives by prioritizing and building cases for implementation. After several months, organic search traffic and revenue was leading all other digital marketing channels for this client — more than PPC and email marketing. 
Organic search generated approximately 30% of all visits to the client’s site, while maintaining year-over-year growth of 20–25%. This increase was not simply from branded traffic, however — year-over-year non-branded traffic had increased approximately 50%.

These are the kind of results that are going to make the company executives sit up and take SEO seriously.

To conclude:

As the proponent for SEO in your organization, you play a critical role in ensuring that the strategies with the quickest and biggest impact on results are implemented and prioritized first. There’s no magic bullet with SEO – no one thing that works. A solid SEO strategy — and one that will convince stakeholders of its worth — is made up of a myriad of components from audits to content development, from link building to site architecture. The trick is picking what is going to work for your organization and what isn’t, and this is no mean feat!

For more SEO tips from Mediative, download our new e-book, The Digital Marketer’s Guide to Google’s Search Engine Results Page.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

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​How to Create Images That Attract & Convince Your Target Niche

Posted by nikkielizabethdemere


Any old picture might be worth a thousand words. But your target niche doesn’t need or want a thousand words. Your ideal audience needs the right words, paired with the right images, to tell a story that uniquely appeals to their deepest desires.

Studies show that people understand images faster than words, remember them longer, and if there’s a discrepancy between what we see and what we hear, our brains will choose to believe what they see. Our brains prioritize visual information over any other kind, which makes images the fast-track to connection all marketers are looking for.

So don’t just slap some text on a stock photo and call it good. You can do better. Much better. And I’ll show you how.

Understand the symbolic underpinnings

This homepage from Seer Interactive does a lot right. The copy below this central image is golden: “We’re Seer. We pride ourselves on outcaring the competition.” Outcaring? That’s genius!

But, I would argue, pairing this image with these words, “It’s not just marketing, it’s personal,” is less than genius. There’s nothing personal about this picture. Sure, there are people in it, but chatting with a group of coworkers doesn’t say “personal” to me. It says corporate.

NNqDoNV.pngWhat if they paired those words with this free image by Greg Rakozy from Unsplash?

SOgjVjt.pngThere’s something about this image that isn’t just personal; it’s intimate. Two people connecting in the dark, surrounded by snowflakes that almost look like white noise. Could this be a metaphor for reaching out through the noise of the Internet to make a personal connection? To get someone to fall in love (with your brand) even?

Many philosophers, anthropologists, sociologists, and psychologists have pointed out that humans are uniquely symbolic creatures.
– Clay Routledge Ph.D., The Power of Symbolism, Psychology Today

A truly powerful image speaks to us on a symbolic level, feeding us information by intuition and association. Humans are associative creatures. We naturally derive deep, multifaceted meanings from visual cues, an idea brought into prominence by both Sigmund Freud and Carl Jung.

The magic behind an effective symbol is its ability to deliver messages to both our conscious minds and subconscious awareness. When choosing the right image for marketing copy — whether an ad or the “hero” section of your website — consider not just what you want to tell people, but what you want them to feel.

A symbol must possess at one and the same time a double or a multiple significance … Thus all symbols possess both a ‘face’ and a ‘hidden’ value, and it is one of the great achievements of psychology to have shown how the ‘hidden’ value is generally, from the point of view of function, the more important. …Behind this face value lies a mass of undifferentiated feelings and impulses, which do not rise into consciousness, which we could not adequately put into words even if we wanted to… and which, though they go unattended to, powerfully influence our behavior.
– F.C. Bartlett, ‘The social functions of symbols,’ Astralasian Journal of Psychology and Philosophy

And, of course, as you’re looking through images, consider this:

What type of images and experiences will resonate with your target audience’s deepest desires?

This, of course, requires you to have built out a robust buyer persona that includes not just their demographic information with a catchy name but also their extracurricular passions: the driving forces that get them out of bed and into the office each day.

As with conversion copywriting, the key to success is identifying motivations and using them to create a visual representation of your niche’s most desired outcomes.

Set the stage for an experience, not just a product

In keeping with the theme of images that deliver the desired outcome, the most effective online ads do this in a way that invites the viewer to experience that outcome. Instead of featuring simply a product, for example, these ads set the stage for the experience that buying the product just might enable you to have.

ModCloth is a master of this. Doesn’t this image make you want to take a nap in a nice, cozy cabin? You can get that experience (or something like it) if you buy their $ 200 hammock.

5036Odd.pngUnless you live in the deep woods of the Appalachian mountains, your home will never look like this. But some of us wish ours did, and we’re clearly the target audience. This picture speaks to our deepest need to get away from everyone and everything for some much-needed rest and recuperation.

When choosing images, it’s just as important to consider symbolism as it is to consider the target viewers. What experience will resonate with them most? What images will sell their desired experiences?

ModCloth’s recent “road trip” slider doesn’t say anything about the clothes they’re trying to sell, for example. But it does speak to a sense of adventure and the power of female friendships, both of which are defining characteristics of their target niche of millennial women with a delightfully quirky fashion sense.

cWEVdqk.pngYou don’t have to be a clothing company to capitalize on this idea or even a B2C company. Check out how these B2B companies use images to make their words not just read, but felt.

LU9kd3l.pngDon’t you feel like you’re Superman out for a midnight joyride? All the world at your fingertips? Yeah, that’s the point. What they’re selling, essentially, is omniscience via data. All the benefits of DC Comics-like superpowers, minus the kryptonite.

19LrmR9.pngYou might not catch it at first glance, but look at how cozy these people are. They’re wearing knit sweaters (not suits) while cradling warm cappuccinos in their hands — clearly, this sales meeting is going well. No pressure tactics here. Quite the opposite.

C8OQkJi.pngFor this example from Blitz Marketing, you’ll have to visit their website, because this isn’t a static image — it’s a video montage designed to get you PUMPED! Energy practically radiates off the screen (which, we are left to infer, is the feeling you’d get all the time if you worked with this creative marketing agency).


Piston, another ad agency, takes a more subtle approach, which I love. Instead of having your standard stock photo of “man in a suit,” they did a custom photo shoot and added quirky elements, like a pink candy ring. I find this image particularly powerful because it effectively sets up an expectation (man in a suit), then adds a completely unexpected element (candy ring), which is conveniently located behind the word CREATIVE. This illustrates just how creative this agency is while remaining utterly professional.

Numbers are compelling. Numbers with visual aids? Unstoppable.

Let’s say your buyer persona isn’t driven by emotion. Show this persona a grid of city lights from 2,000 feet up, and he or she won’t feel like Superman. They’ll be wondering what this has to do with the ROI they can expect.

Someone get this persona some numbers already.

When conversion depends heavily on gaining credibility, pictures can be very compelling. In fact, one study out of the Victoria University of Wellington in New Zealand showed that simply having an image makes the text alongside that image more believable, even if the image had nothing at all to do with the text.

When people evaluate claims, they often rely on what comedian Stephen Colbert calls ‘truthiness,’ or subjective feelings of truth.
Nonprobative photographs (or words) inflate truthiness, by E.J. Newman, M. Garry, D.M. Bernstein, J. Kantner, D.S. Lindsay

Essentially, any image is better than nothing. But the right image? It’s worth even more. In a similar study by the Psychology departments at both Colorado State University and the University of California, researchers experimented with brain images.

Brain images are believed to have a particularly persuasive influence on the public perception of research on cognition. Three experiments are reported showing that presenting brain images with articles summarizing cognitive neuroscience research resulted in higher ratings of scientific reasoning for arguments made in those articles, as compared to articles accompanied by bar graphs, a topographical map of brain activation, or no image.
Seeing is believing: The effect of brain images on judgments of scientific reasoning by David P. McCabe and Alan D. Castel

However, what if we traded in this either/or philosophy (either picture or no picture, either picture or bar graph) for a philosophy that uses the best of all resources?

Having the right image, supported by the right words, and given credibility by real numbers (as statistics or in graphs/charts) is the most effective possible combination.

Statistics have also proven to be compelling. In Blinded with science: Trivial graphs and formulas increase ad persuasiveness and belief in product efficacy, the study out of Cornell University reveals that just the appearance of being scientific increases an ad’s persuasiveness. What does that “appearance” require?

Graphs. Simple, unadorned graphs.

And, those graphs were even more effective at persuading people who had “a greater belief in science” (e.g., your logical buyer persona).

Put the right words together with the right image, then overlay with a supportive set of numbers, and you can convince even the most logical persona that you have the solutions they seek.

Caveat: When the name of the game is building credibility, don’t undermine yourself with shoddy data and lazy analysis. One of your smart customers will, without fail, call you out on it.

Graphs and charts don’t have to be fancy or complicated to be convincing. Check out these two graphs from the Kissmetrics article Most of Your A/B Test Results are Illusory and That’s Okay by Will Kurt.

CpsQKZK.pngF0eQFmR.pngDo you even need to read the rest of the article to get the point? (Though you will want to read the article to find out exactly what that scientist is doing so right.) This is highly effective data storytelling that shows you, at a glance, the central point the author is trying to make.

CubeYou, a social data mining company that turns raw numbers into actionable insights, does great data storytelling by combining stats and images. Not only do these visuals deliver demographic information, they put a face on the target at the same time, effectively appealing to both logical and more intuitive personas in one fell swoop.

VwJsu9Q.pngAnd for even more powerful images, look at the data visualizations Big Mountain Data put together of the #WhyIStayed domestic violence hashtag. Talk about telling an impactful story.

IFaDNBQ.pngThen there are infographics that include data visualization, images, and analysis. I love this one from CyberPRMusic.com.

qelQyNp.pngIt’s all about telling their story

Uninspired visuals are everywhere. Seriously, they’re easy to find. In researching this article, I could find 20 bad images for every one good one I’ve included here.

Herein lies an opportunity to stand out.

Maybe the intersection of words, images, and numbers isn’t well understood in online marketing. Maybe having free stock photos at our fingertips has made us lazy in their use. Maybe there aren’t enough English majors touting the benefits of effective symbolism.

Whatever the reason, you now have the chance to go beyond telling your target niche about your product or service’s features and benefits. You have the ability to set your brand apart by showing them just how great life can be. Free tools such as Visage make it possible.


But first, you have to care enough to make compelling images a priority.

What are your thoughts on using stunning visuals as needle-movers for your brand?

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How to Convince Your Skeptical Readers to Accept a New Idea

3 ways to write convincingly

If you look at the last 30 years of the men’s 100-meter finals at the Olympics, you’ll find a number of athletes who didn’t make it to retirement without getting saddled with a doping allegation. 

  • Carl Lewis: failed drug test, 1988
  • Ben Johnson: failed drug test, 1988
  • Linford Christie: tests positive for pseudoephedrine, 1988
  • Justin Gatlin: failed drug test, 2006
  • Maurice Greene: admits to buying performance-enhancing drugs, 2008

And then Usain Bolt comes along. He not only wins the gold in both the 100-meter and 200-meter finals at the 2008 Olympics in Beijing — he also breaks two world records for those races.

Can anyone blame you if you’re cynical? Don’t you want some sort of proof that Bolt didn’t use performance-enhancing drugs?

Not surprisingly, so does your reader. 

When you write an article, you may do it Usain Bolt-style — full of gusto and glee. Yet, your reader is still skeptical — and rightly so. Stating something does not necessarily make it believable.

So, how do you enhance the believability of your article?

You do so by addressing objections.

When you write your article, it’s important to have it flow both ways — in your favor and away from it — to build trust. You do this by taking on the objections that sprout up in your reader’s mind.

There are three main ways to bypass a reader’s skepticism. Let’s look at all three, shall we?

  • Direction 1: Disagreement
  • Direction 2: Proof
  • Direction 3: More Information

We’ll tackle Disagreement first.

Direction 1: Disagreement

When you make a statement such as: “Discounting is bad for a business,” I may choose to disagree. I may feel that discounting is necessary in my business or else I’d go out of business. 

You may have a ton of valid points to support why discounting will suck the life out of my business. And you may be right. But at this specific moment, I’m fiercely on the discounting side of the fence. To get me over to your side, you have to tackle the discounting argument very quickly. 

When a topic is highly controversial, or likely to be debated, you need to place the objection right at the top of your article. There’s no point in keeping the objection submerged somewhere down the page. 

Here’s an example: Let’s say you’re losing clients because they’re hiring consulting firms that are cheaper. In this case, your article needs to address the problem head-on.

Your headline may be: Why It’s a Good Idea to Hire a Consulting Firm that Costs 20 Percent More than the Competition. Now you’ve got your reader’s attention. 

Present the disagreement immediately. The opening of your article could look like this:

“Imagine going to your boss and telling him that you’ve hired a consultant who’s 20 percent more expensive than average. What will that get you? A raise? Or will you instantly get fired?

The answer is: It depends. Although it seems like a pretty good idea to hire a consulting firm that’s a lot cheaper, you may want to know how that decision will come to bite you (and your firm) in the bum in the months to come. So, let’s find out three big reasons why the big guns don’t hire the cheaper outfits.”

You see what’s happening in that example? 

The objection isn’t waiting in the wings. It jumped on stage and is hogging the spotlight. And it doesn’t let go until the rest of the article unfolds. When you present an objection at the start of your article, it gets and keeps attention.

If you know your client is going to disagree like crazy, add an objection right away.

This leads us to the second way to address objections, namely Proof.

Direction 2: Proof

Proof isn’t like disagreement. It’s not quite as volatile.

For instance, you may just need to support a valid point. You may have said that smart firms don’t hire cheaper consultants. Fair enough. But where’s the proof? You need to demonstrate your point with a case study or two.

Testimonials offer another way to back up your claims. No matter how magnificently well you craft your article, there are times when your audience will simply need proof.

Why are they looking for that evidence?

It’s human nature to seek a second opinion. Or maybe the person reading the article doesn’t have the proper knowledge to make a decision and needs to present the argument to someone else.

Second opinions help us justify our decisions. When we have proof, we feel a lot better. We can talk to our partners, coworkers, and friends about the situation and get their opinions about it.

In the case of the person needing to sell the idea to a superior, you can see that evidence is necessary to help make his or her case.

And this leads us to the third method: More information.

Direction 3: More information

If you face a disagreement head-on, that’s all very fine. But often it may not be necessary to go over the top. And having proof is certainly very dandy, but again, case studies and testimonials may not be needed. In many of your articles, all your reader needs is more information. They’re not sure, that’s all.

If you give them more information, they’re more than happy to agree with your point and take the next step.

For example, let’s say your article is about convincing someone to try a new flavor of ice cream. There’s really no factor of disagreement. And proof won’t matter much because taste is subjective. All you really have to do is take on the objection.

And what is the objection? You know the answer. It’s: what if I don’t like the flavor? 

To tackle the objection, you simply need to be rational or emotional. But what’s rational and what’s emotional?

Rational is when you simply state the facts. For example: The store doesn’t require you to buy the ice cream. You can taste it and decide for yourself.

The emotional way to defuse an objection is to use a story. For example: My niece, Keira, doesn’t like anything but her usual gum-drop flavor of ice cream. Yet, she was all over this new flavor and even asked for more.

For an even more powerful information package, you can combine both rational and emotional information into a single objection-defuser.

Adding an objection at just the right time

Let’s take a breather and summarize. There are three main ways you can overcome objections.

  1. Disagreement: You can address a disagreement head-on. 
  2. Proof: You can show proof with case studies and/or testimonials.
  3. More information: You can add rational or emotional information to defuse the objection.

The objection can go anywhere it is needed in your article. It can go in your introduction. It can be in the middle. It’s most often found toward the end of the article. However, there’s no fixed rule.

If skepticism needs to be managed right away, there’s no point in saving the objection until later. Bring it on with full force as soon as possible.

If you feel the need to create a little “speed bump” and change the pace of the article, slip in an objection.

And yes, you can address more than one objection in an article. Just be sure not to overdo it or you’ll weaken your case. 

Earn trust by presenting objections

Does every article need an objection? Can you write a strong article without one? Sure you can.

Many articles don’t need to bring up objections, but there are times when your enthusiasm alone won’t support your point. You’ll need an objection to drive the facts home.

And it helps satisfy that human nature quirk. We’re not saying you’re wrong. We’re just saying, “prove it to me.”

Objections are needed for some articles — but they’re incredibly critical when selling a product or service.

Get a taste of where objections live and thrive in the sales process with this free goodie.

The post How to Convince Your Skeptical Readers to Accept a New Idea appeared first on Copyblogger.


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Google’s new project could convince you to buy solar panels


Google Project Sunroof shows how much solar juice is on your roof, no math needed :

Google wants to make it easier for people to consider the use of solar energy for their homes. Today has launched a tool called Sunroof Project, which uses data from Google Maps to calculate the solar power potential of your roof.

It is a simple but ingenious system: the use of satellite images of high resolution, Google measures the area on the roof to calculate how much you could benefit from solar energy.

It will provide an estimate of the amount of sunlight your roof will have one year, taking into account the shade of trees and neighboring buildings, as well as the orientation of the roof and weather. You can also enter their typical electricity bills to refine your results.

This information is combined to calculate how much money can be saved, and Google link you to local suppliers of solar energy.

It is a smart idea that could actually make people who would otherwise not have been interested in solar energy. Carl Elkin, head of engineering, said he created the project to meet people mistakenly believe that solar power is too expensive, or that their roofs are not getting enough sun.

Sunroof project eliminates the hassle and easy to make this assessment quickly and at your leisure, without having to spend hours in an expert to come and give a quote. The process takes about 10 seconds.

To test the tool itself, simply enter your address on the website sunroof Project. Currently only works in the San Francisco Bay Area, Fresno and Boston, but will be expanded to other regions “in the coming months.”

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