How Internet Marketing Master
Ken Evoy challenged himself
and why he... lost!

One of the most enlightening moments in LA was during Ken Evoy's presentation (in case you still don't know who Ken Evoy is - he is the author of Make Your Site Sell which is now considered the bible of the Internet marketing).

Ken's point was to be constantly aware how difficult it is to concentrate on visitors. Without seeing their eyes rolling up to the ceiling, without hearing their yawning and their fingers tapping the table, it is oh-so-easy to overlook when they become bored or impatient.... (I hope you are not there yet ;-)

To illustrate how difficult it is to focus Evoy announced that as he will explain how and why he designed specific web elements - he will talk about his visitors. And he challenged himself and the audience, promising that if anyone could catch him talking about himself or about his business instead of his visitors, he would pay $100 (Jay Abraham doubled the stakes).

Guess how long it took for someone to catch him talking about himself during that presentation?

About 30 minutes....

Wow! What a powerful illustration!

Just think. If Ken Evoy, the master himself, can lose focus of the most important thing during a two hour presentation - how likely is it that you can lose track of your audience?

To measure how well you are focusing on your audience, go to your website, brochure or another piece of communication that should be focused on your reader, and count how many times you use "me" and "mine" vs. "you" and "yours". You should use "you" at least three times as often as using "I" (and me, mine, our). Yes - three times as often!

Some people advice using equal number of "Me" and "You" in text - no, no, no! This is not good advice.

Equal number of "Me"/"You" will not put nearly enough focus on our reader.

Even if you write about you yourself, or about your company and your product, think about your visitors. Concentrate on helping them get involved with whatever you talk about. Help them understand it. Educate, enlighten, entertain, inform - always by talking about them, not about you.

It is so easy to forget about that "people factor" when we sit in front of our computers - designing, publishing, and writing. So easy to slip into the trap of creating stuff about us, about our products, about our business.

Ken Evoy made another important point during that presentation. He said that once someone skips reading a sentence, it is easy for them to skip another sentence or bullet point, and then another one, until they stop reading.

The bottom line? Make sure that you do everything you can, so that your audience keeps reading - if they stop reading, how will they ever be able to buy from you?

Click on the image to go to go to Ken Evoy's site and to sample two full chapters of his famous book. It had a huuuuuuge impact on me and caused me to do some major changes on my websites. I call it now the internet marketing bible.

Receive The InfoProduct Masters course - it's an intensive 5-Day E-mail Course on creating, producing and selling online your very own infoproduct. Send a blank e-mail to loskatims@sitesell.net

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Wanda Loskot - Success Connection
150 Heron's Run, Suite #124 - Sarasota, FL 34232 - USA
Phone (941) 342-4203 - Fax (240) 358-7445

Professional business coach, author & speaker specializing in Internet marketing.
Business seminars, corporate training and one-on-one coaching
for self-employed sales professionals and small business owners.

wanda@loska.com