Byron WhiteLifeTips.com

Las Vegas2006

Resource: The Paradox of Choice, Barry Schwartz

Understand the Paradox of Choice

Understand the new age expansion of choice

Discover the rules for decision making

Develop decision making map and process

Create new methodology for buying decisions

Forge simplicity into the art of content creation

Get in Tune with the VisionGet under the skin of the target audience

Inhabit the lives of the target audience

Touch the heart of the audience

Set the Right CourseAdd new meaning and distinction

Create new confidence with your readers

Create new energy for your sales team

Create something that matters

Resource: Content Critical, Gerry McGovern and Rob Norton

Learn to Tell StoriesGreat stories introduce great characters

Great stories are contagious

Great stories focus on “what happens next”

Great stories teach us to be smart

Great stories surprise and delight

Information A StoryFills You Up Moves You On

Facts Acts

Citing Exciting

Reams Dreams

Promotional Emotional

Static Dramatic

Check lists Casts of Characters

Compiling Compelling

Annotated Animated

Feeding the Brain Touching the Heart

Expires Inspires

Resource: Sisomo, Kevin Roberts, CEO Saatchi & Saatchi

Learn to Story-Tell and SellConnect with readers

Turn browsers into believers

Turn believers into buyers

Motivate the sales process

Resource: Content Critical, Gerry McGovern and Rob Norton

Understand Web ReadersReaders want to be able to find specific things

Readers are in a hurry

Readers love personalization, “it’s all about me”

Readers want advice

Readers want up-to-date, relevant, straightforward content

Resource: Content Critical, Gerry McGovern and Rob Norton

Map Out Your Readers NeedsReaders want credibility, belief and logic

Readers want exposure to new worlds

Readers want to laugh and cry

Readers want intimacy, mystery and bravery

Readers want surprise and delight

Develop a Content HaikuHaiku: Japanese 3 line poem, 17 syllables

Create several different content Haiku

Split test the conversions of each style

Select the winners and apply rules

Keywords Without Compromise

Harvest the rich search keywords

The challenge is to pepper keywords without compromising the story

Reader must come first, the search engine spiders second

Find the Positive StoryFinish these sentences

– We are not____________________– We are not____________________– We are not____________________– We are not____________________

Then cross out the negatives.Build a story around the positives.

Keep it SimpleSpeak the language of readers

Create deep info for deep readers

Create light info for impulsive buyers

Use super-simple navigation architecture

Understand the Power of Links

Not all links are created equally

Distinguish contextual validation vs. orphans

Build Internal links that support your SEO

Surround the link phrases with rich keywords

Find direct external links that support your SEO

Learn to Make MeaningFind new value in products

Try and make the Web world better

Deepen the understanding of your products

Right a terrible wrong

Offer value, insight and wisdom

Act Like An ActorGet under the skin of the target audience

Develop an engaging and passionate voice

Learn the lines (rich keywords)

Revise the script (split testing)

Perform flawlessly, day after day (conversion)

Respect the Art

“Writing is easy: All you do is sit staring at a blank piece of paper (screen) until the drops of blood form on your forehead.”

—Gene Fowler

“There’s nothing to writing. All you do is sit down at a keyboard and open a vein.”

—Red Smith

Resource: Story, Robert McKee

Recognize the TalentWell-furnished minds and well traversed experience

Exceptional curiosity about every subject

Above average wit and sense of humor

Vivid imagination and powerful analytical thought

Resource: Melanie Nayer, Editor, LifeTips

Fish Where the Fish AreJournalismJobs.com

MediaBistro.com

AJR.com (American Journalism Review)

Online news sites (BostonWorks, Providence Journal Online, etc.)

Craigslist.org

Resource: 200 Clients at LifeTips

Define the PriorityImprove organic listing positions

Increase organic traffic

VS

Improve conversions rates

Increase sales

Create Company Mantra

“A sacred verbal formula repeated in prayer, meditation, or incantation, such as an invocation of a god, a magic spell or portion of a scripture containing mystical potentials.”

Resource: The Art of the Start, Guy Kawasaki

Sample MantrasWinning is Everything Greenbay

Packers

Think IBM

Fun Family Entertainment Disney

Save Babies March of Dimes

Healthy Fast Food Wendy’s

Kick Butt in Air and Space Air Force

Encourage Working Smart

“It is no bad thing to learn the craft of advertising by copying your elders and betters.”

—David Ogilvy

Resource: The Write-Brain Workbook, Bonnie Neubauer

Be Open to Creative RisksMake teeth chatter

Make people talk

Make people laugh

Touch the heart

Create something that matters

Create something that creates buzz

Demand New Data MiningSearch box on the clients website and log files

FAQ emails submitted to customer services

Discussion with customer service reps

Discussion with customer

Keyword popularity research

Develop a Flawless ProcessBrainstorm session that uncovers the story

Methodology to get under the target’s skin

Research the rich keywords and scent trail

Nail the value proposition

Clarify the call to action

Manage the feedback

Resource: Spin Selling by Neil Rackham

Agree on a Sales FunnelPreliminary: First impressions and headline architecture

Investigating: Knowledge seeking and trust building

Demonstrating Capability: Show how products solve problems

Obtain Permission: Drive action, sign up, download or buy

Resource: Story, Robert McKee

Help Shape PerceptionWhat’s worth living for?

What’s worth dying for?

What’s worth buying?

What’s worth upgrading?

Why should I take action?

Implement Smart SEO RulesClean and unique meta strategy

Create original content (no dup content issues)

Consistent site maps and architecture

Avoid “stuffing” keywords

Build less obnoxious internal link strategy

Bring Science to the ArtA/B split testing

Track conversions

Monitor traffic

Perpetually Revise

Track stickiness

Use Smart SEO ToolsLifeTips Page Strength Tool

Resource: Ogilvy on Advertising, David Ogilvy

Hire the Pros

“If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.”

—David Ogilvy

Drop off your business card after the session for a link to our proprietary Page Strength Tool