Requests for business support – But its just one question.

I work with a lot of businesses nationwide. 80% of the requests for business support are for just one support area. Here are ten real questions all asking for the same thing.

What support do you require?

Getting people to know about this business and the benefits that they can receive-

Finding the right kind of clients –

Publicising my products on a shoestring budget –

Marketing, particularly an online presence are my challenges –

Need to develop an e-commerce website –

Finding new clients –

Raising the profile of my regional business in West Yorkshire –

Increase contact through the website –

Promote my auction services better –

Promote my services to a specific market, get contacts from prospective customers –

A – Marketing.


UK Businesses are crying out for marketing support. They are rarely budgeting for any marketing, some don’t value a marketing spend and most don’t know where to start. It’s frightening, Its very easy to spend a huge marketing budget and get a zero return.

The solution is based on the individual company and can be just one action or more likely a bunch of actions and in some cases hundreds of actions to achieve the goal together with a system to record and me sure actions v results. Boring but true. Time and money consuming too.


By: Paul Harper.

How to write good website copy

Tip 1. Know your customers
The biggest mistake people make when writing their website copy it that they write it for themselves rather than for the target audience. Get to know your audience, the language they use, the questions they will have, their needs, and why they might buy from you. If a potential customer has a need in mind when they type in their search term into Google, then they see that need reflected in your listing and then again on the web page they arrive at, they are much more likely to buy. So, when writing your website copy, write directly to your potential customers and anticipate what’s likely to be on their minds.

Tip 2. What’s in it for them?
When visitors to your site read your copy they will have one question in mind: “What’s in it for me?” While a website is designed for thousands of visitors, for each visitor the experience is personal. Just as with a book the conversation is one-to-one, you are talking directly to the reader.

You need to write your copy so that the audience sees the benefits of your products and services compared to those of your competition. Therefore we recommend presenting your products or services in terms of the benefits, as opposed to the features and their advantages. A tip for doing this is to present your products/service descriptions in this way: “Has (feature). Which (advantage). So (benefit). The “so” is the critical bit as you are explaining what the benefit will be. Do not assume your customers will be able to work it out for themselves. The benefit is most importantly going to explain to the customer, how buying this product or signing up for this service is going to benefit them in some way.

Example: This tutorial HAS a section on good copywriting WHICH explains the key principles of good copy SO you can create a successful website and increase sales.

Tip 3. What do you want them to do?
You should know what you want your customers to do, whether that’s buy a product immediately, get in touch for more information or sign up for a newsletter so you can get their data. But does your customer know? Never assume this is obvious and make it crystal clear to them as many times as possible. If you want them to buy make sure you have a huge ‘buy now’ button, or to make them get in touch have a heading “Find out more” which links to your contact page. Make sure this information is positioned at the top and not at the very bottom of a lot of text. Many visitors will not scroll down. So make things easy and let them know what to do at the very top.

Tip 4. Keep it Simple
There’s no avoiding the importance of simple, clear, grammatically correct English. Grammatical errors and spelling mistakes suggest to buyers that you are careless which they will see as a reflection of your business and not want to buy from you.

Every paragraph, every sentence and every word must serve the purpose of making it more likely that your audience will buy your product or service. Remove anything that is not relevant and get to the point as quickly as possible, this will ensure you don’t lose the reader’s attention. Remember visitor don’t like to read large amounts of text so keep it precise, short and break up blocks of text as much as possible.

Tip 5. Be friends with Google
Google rewards relevance because that’s what its searchers want. The more relevant Google believes your web page to be, the higher it will rank you and the cheaper your pay per click advertising will be.

Google determines relevance primarily from the websites that link to you (and those that you link to) and from the content on the page. It will compare the copy on your web page with the search phrase the user typed in. Include the keywords and phrases your customers will use to search for your products. Include the names of products and services but also the areas you cover if you are a local service. Google is however very sophisticated so don’t just cram pages with keywords, you will be found out and blacklisted.

Tip 6. Get your headline right
The most important line of your copy is the first one visitors see. Headlines fall into several types, including questions (“How much is peace of mind worth to you?”), calls to action (“Sign up now for free peace of mind”) and direct headlines (“Free peace of mind here”). One of the most popular is the “how to” (“How to get free peace of mind in seconds”).

It’s all changed! – again.

Paul Harper has over ten years experience in business development, Internet marketing and website design. A business mentor and adviser; Paul operates Zedcomms Business Support and Marketing company. The director of various businesses in the UK. and executive operator of some projects too. The founder of one of the countries biggest franchised web design companies and a visionary who saw the self edit website system as the way forward. Paul built a network of contentious business advisors who delivered world beating products to UK’s SMEs. Read his thoughts, marketing tips and stories to help business succeed. Marketing your product or service in a modern world. It’s all changed! – again.

Capitalise on Google AdWords.

Capitalise on Google AdWords. Why most small businesses can’t afford to advertise on Google.

Hear is a way you can.

Many years ago, in the 1990’s, I tendered advise all my clients to set up a Google AdWord account.  It was great value and helped build the business brand awareness. Almost free advertising, certainly great value advertising.  In those days an average bid for a word was from 4p to 25p depending on the popularity. Now the equivalent is from 90p to £5.00. Therefore only the big players and the foolish can play.

But there is still a way to capitalise on – this most powerful marketing platform ever in the history of the written word – and that is to still set up an AdWord account BUT select the settings option to NOT show on Google search it-self. Select Search Network only.

Search Networks Only shows your adverts on partner websites only. Keep the cost down and still gives you the benefit of business brand awareness and the occasional click through.

Also select a limited targeted locations first where you want to market and keep your click bid and daily budget low. You can turn it up as soon as you hit a marketing system.

Google AdWords are extremely complex therefore do tread carefully if you are new to this marketing method.