Selling Your Vision: Adapting and Evolving
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You have a vision for your business, and it shines through clearly in your ezine. But if you've had that vision for a while, could it be time for a re-examination and even change? Circumstances, customers, and products change in any industry, and if you expect your business to thrive, you need to be prepared to make some changes as well.
"If you are not talking dollars, you are not making any sense"
-- Shawn Carter aka Jay Z
Some background
In the first part of this series, I wrote about selling your vision, developing your vision, how to make your vision real to yourself and how to make your readers “see” your vision. I also shared some real time experiences with showing vision, and ended with the concept that just as businesses and environments change, visions also change.
In this concluding part of the series, I will write about adapting your ezine's vision to changing environments, focusing your emails and not turning off your client before the first sale is completed (or the first preferred action). I will also discuss the importance of following up with your prospect when he or she finally “buys” your vision, and shows you by “buying” your product (now you can sell your customer other items).
Before I continue with the concepts and ideas for selling your vision, let me talk a little about the importance of “ROI” and not just “rankings.” I know it seems like a digression, but I want to explain why SEO experts and web designers should (sometimes) think like “marketers” and not like Mysterious Voodoo Priests. Thinking like marketers will also help you craft and sell your vision.
The “real” importance of SEO
I actually never thought SEO was about rankings, maybe because I spend ages talking (apart from writing I absolutely love talking) with my clients before writing or modifying the first tags. All clients want one thing, and one thing only: more business. They see web design and SEO as a business tool and not as an art form. I see my job as that of showing them how the web design and the SEO will make them more money (get them more business), even if it is indirectly. So keep it in mind that the whole purpose of your ezine is to “get more business.” Without money your vision will not get to a large number of people.
Now back to vision selling. Let's see all the possible ways things may change and how you may have to adapt your ezine to the changes.
Next: Adapting to Change >>
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