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Understanding the Buying Funnel
Examining the Buying Funnel Phases
How Do Consumers Flow Through Your Buying Funnel?
Types of Commercial Keywords
Wide vs Deep Keywords
Developing Unique Selling Propositions
Distinguishing Features and Benefits
Benefits, Features, and the Buying Funnel
When to Use a Feature vs a Benefit
Employing Themes That Get Clicks
Utilizing Numbers in Ads
How Strong Is Your Call to Action?
Writing Informational Ad Copy
It's when you don't understand the choices or don't have the time or patience to gain understanding of the choices or when the consequences of making the wrong choice are quite high, that shutdown can occur.
[edited by: martinibuster at 8:55 pm (utc) on Apr 25, 2014]
For a business to really achieve success, they have to look beyond the search engine and set their sights firmly on impressing the customer. If you attract their attention, weíll follow. If weíre not showing you the love you think you deserve, maybe itís time to do some real-world testing to see if youíre impressing customers as much as you think you are. And if you are, then you should ask why your customers arenít compelled to share that love.
When that customer gets up in the morning and goes online, itís with a goal. If your goal is to build the best optimized site then youíre misaligned. If your goal is to provide that customer with exactly what they seek, and maybe a bit more they hadnít expected, but find very useful, then youíll be successful. Those are the stand outs. Those are the sites that customers canít wait to tell friends about. Those are the ones they share, link to and talk about.
There's an old study called the Paradox of Choice that is the basis of landing page theory that holds that giving consumers too many choices is a bad thing.