I recently met a local web designer and marketing expert named Youssef El Hodaigui. We sat and talked on into the evening about web design, SEO, link building, making videos, and smart phones.

Youssef strikes me as a very talented guy who really gets it when it comes to Internet marketing and design. His portfolio is impressive to me but the work he does behind the scenes is just as striking.

Many Internet marketers work alone. That has many advantages and of course there are the inevitable disadvantages that crop up when working alone.

Three disadvantages are:

• Tunnel vision – it’s easy to have such a narrow focus that a wider perspective can be temporarily ignored.
• Resources — using the same resources over and over because they are tried and true can be a great timesaver and leverage strength but at the same time sticking with the same method of doing any process can become stale leading to ultimate stagnation.
• Wearing too many hats — a lot of people who work alone are extremely versatile and have talents and abilities to do multiple jobs. While this can be a great asset, it can also contribute to that person being mired in a quicksand of duties.

Youssef and I talked about these kinds of things and it was a release for me to open up about the positives and negatives of working in this new Internet marketing medium.

On a lighter note there is a certain search term that I have been interested in for a while. It is — Charlotte SEO. I have been able to rank well for this term but of course Youssef’ site often outranks my site. Google rankings for that search term fluctuate.

I would like to see Youssef’s design site, Charlotte SEO , rank at the very top of Google for that term.

So if you are reading this and have a website I would appreciate it if you would give Youssef a link using the anchor text Charlotte SEO.

This will be an experiment to see what happens and how fast for a deserving and talented web designer – Search Engine  Optimization expert.  Enjoy

Penny Lane ( Kate Hudson)

Just 99 cents!

When I start to think my Charlotte Marketing and SEO – search engine optimization -can get complex, I am reminded of the year 1876-

Melville Stone wanted to sell a Chicago Newspaper for a penny. This would compete with the nickel papers that were top dog.

Pennies were scarce so Stone talked shop owners into lowering prices to both create change and raise a bargain spotters eyebrow.

It worked—folks had change in their pockets and the penny paper sold.

Oops…

A shortage of pennies soon developed so Stone went to the Mint and got barrels of them to keep the flow and the paper going.

So today we still have items all over the world priced at a major savings of 99 cents.

4.99, 5.99, 99.99.

It works even today

Play with a person’s perception—blatantly—and they will go for the lower price—even for a penny.

Oh, but we leave pennies all over the sidewalk and in that jar on the shelf .

I would think that in the year 2010, shoppers would be more savvy, and maybe they are.

Seven is the New Nine

If items were priced at a rounded off number maybe consumers would be just fine with that.

But testing sets the bar and prices remain at $.99.

Except, of course, on the Internet where it is $.97 , or $97 or $1,997 — you get the idea –

Red tag sale-

While we’re on the subject, what about a 20% off sale? Would 21% off catch your eye quicker?

Of course it would. So why do merchants stick with rounded off percentages? Tradition.

Same reason we set prices at 99cents. Tradition.

Moral of the Story

Value perception really is everything.

People drive way out of their way to save three cents on a gallon of gas and step over that much on the sidewalk daily.

As for me, I buy generic baking soda. Works great and look what I found– it’s not 6o cents, it’s just 59 cents. Lucky me. On sale.

And so an idea evolves. From a marketing idea to a Charlotte SEO blog.  A wink back in time long before search engine optimization was or any such nonsense.

Automotive marketing has always been a high profile advertising undertaking.

25 years ago, I did some experiments testing various forms of advertising for car dealerships. Just yesterday I heard one of these forms on a radio station and was thinking about it because years of testing, producing, and looking at results has given me some insights into the methods of marketing automobiles.

Quit Yelling Would Ya?

We tried taking the laid-back approach to television auto ads. We selected a female car dealer and had her talk sincerely and frankly with the audience about how she wasn’t going to shout and participate in the hype of typical car dealer ads. That approach fell flat. We wanted it to work, we hoped it would work, and it did not.

So we tried it again, and then we repeated it with various changes, refined it and the sincere approach still didn’t work

We Were Wrong

So we went back to shouting, marching bands, throwing money in the air, loud booms, crazy attention-getting schemes, and that worked much better.

The point is, I have tested a lot of different ways to market automobiles and other products effectively over the years. So, when I heard about some of the innovations that are happening on the Internet I was interested to find out more.

Cars Online

I had a good conversation with Steve Graham of a South Carolina dealership called Midlands Honda. Steve is a smart guy so I went to ask a few questions and learn some things.

www…

The Internet offers many opportunities for alternative distribution of goods and services and those who take advantage of it are finding success. But it takes understanding what works and what does not work to cut through the confusion and focus on success.

This post is not the place to talk about what I learned from Steve because it was a private meeting and I respect his hard work.

But I can say that what he is doing follows the principles and insights that I try to give on this website. I appreciate him spending some time with me to help me better understand successful marketing.

Sleeves Rolled Up

You have to do your homework to learn.

I know this old marketing trick is worn out and it still works. But this one came about in a real way.

Living back and forth in NYC and North Carolina gives me a chance to take advantage of events to stay in touch with
SEO, marketing and how it applies to Charlotte, the Carolinas, and the the world.

I made this video in NYC during the past Christmas Season. My intent was to post it for you, and all my loved ones and relatives.

Well here it is. ( finally) This quick Holiday Greeting to you is sincere even though it is now summer.

As cold as it was in NY last December, this scene is always welcome. People having fun, enjoying the

Holiday’s and celebrating life. I appreciated the moment then and enjoy the memory through this video. Hope you do as well.

From SEO , to radio , TV, the New Google TV, Social networking, and Direct mail.

Charlotte, New York, Hong Kong-

It is all about connection, information, and follow-through action. If a newsletter represents your company or business in a way that can accomplish all these things then by all means have one. A newsletter can be an expanded business card for you. It can update your clients on –

• The fact that you are still around which is often important in that some past clients simply don’t know that you’re still doing business.
• What your services are and how they can add value to your potential clients outcome.
• How to get in touch with you.
• How you can best serve your potential clients and customers.

Getting the Word Out

A newsletter is simply a continued way to maintain contact and give information which will hopefully directly or indirectly add value for your clients.

The form that a newsletter takes can be the traditional paper bulletin that goes out through regular mail.

A newsletter can also take the form of an e-mail publication, a website post, or a website unto itself.

You can also send a newsletter via text message and in today’s technologically advanced world a newsletter can take the form of a video.

As usual, it’s important to recognize the value structure of your customer and communicate directly to their values.

What DoThey Like?

For example- a college sports fan will relate more readily to things pertaining to sports, collegiate life, an age group that resonates with those things, and other values that make sense to a person who appreciates that.

A NASCAR fan might fall within that same category but-again- might not. You need to take a look at the demographics age group and values of your target audience and be sure you are communicating directly with them.

This seems almost ridiculously simple to even mention,

but an awareness of values can make the biggest difference. If you want a clear understanding of values marketing check out the story of the Dixie Chicks and how their career changed overnight based on a few simple values in a politically charged atmosphere.

Charlotte SEO

The purpose of traditional marketing is to create buzz within a specific community. Twitter, Facebook, MySpace, blogs, online news all do exactly that. Same principle different means of distribution.

Traditional marketing has always offered both image building and direct results. Internet marketers have been debating this issue for years. The direct crowd prefers measurable results while the image crowd (social networking) leans toward building overall loyalty and community. Either way the Internet is simply reflecting the same principles that have held true for the past 75 years in traditional marketing.

A diversity of styles is expressed through various values. Some marketers trying to make a quick buck will skim the surface, offer questionable service, and even run scams. Other marketers will cater to the more refined values that earn the applause of mainstream audiences. This traditional marketing concept has transferred itself directly to the Internet.

In general ,potential customers can be reluctant to take action. Internet marketing employs the same tactics as traditional marketing to get people to take action. Limited offers, discounts, up selling, buy one get one free and other tactics designed to inspire action are at work  both on and off-line. It is human nature to avoid taking what is perceived to be a risky action. (I am certainly the same way.) Using these tactics is a simple and effective way to move things forward toward a sales conclusion.

Emotion and sensory devices are the heart of traditional marketing. The Internet has caught on to this form of communication and persuasion very quickly. Appealing spokesmodels, charismatic personalities, a sense of loyalty, membership and all the other mind stimulants are regularly employed for persuasion online and off.

Immediacy has been radio’s trump card since the beginning. In some ways the Internet and traditional media are working together to maintain a sense of immediacy. Twitter has moved to the forefront in this regard. Add mobility with personal handheld devices and today’s now-moment is a far more viable factor than ever.

Even though the Internet has made the world much smaller, localization is  still at the top of the priority list. It’s been said that local marketing using the Internet combined with traditional media is the single biggest lifetime opportunity for marketers. The Internet transcends and includes traditional marketing. There is still plenty of local business to do plus there is more and more global business.

The Internet is a game changer and as an alternative means of distribution has given marketers more choices, to put it mildly.

Of all the ways to present an idea, there is one that is most effective.

This method has been

• studied,
• analyzed,
• pondered,
• researched
• and tried

until it just flat out wins the prize for best, most effective way to communicate.

No kidding

Here it is, from human developmental specialist Bill Torbert. Bill is an associate of Suzanne Cook-Greuter, one of my favorite people on the planet.

Step one- Frame what you are about to say- Put it in context. This is important because most people have not a clue where you are coming from ( out of the blue usually ). When you frame it with context, they know.

Step two- Advocate. Tell what you want. If you want to change a local street name to Conan O’Brien Boulevard, then say so.

Step Three- Illustrate. Show what it will look like or describe it in a way that brings it to life.

Step Four- Ask for others input. Be open to new twists on your idea. Solicit feedback and opinions.

Using this formula will get you the best communication possible more often than not. It’s a way to stack the odds in favor of accuracy when you’re trying to get an idea across.

Bonus info

Here’s the interesting thing about these four steps. The middle two are self centered and the way manyfolks ( including me) usually jump in to a typical talk.

The outer two are other centered and create a balance for the overall communication.

To be blunt-

Jerks use the middle two pretty much all the time.

More diplomatic people use all four together in an artful style of talking that gets best long term results.

This style of talking and writing can be used

• on the phone,
• in sales letters,
• emails,
• and with family members.

It gives you the best chance of having the best communication and it is simple to do.

Here’s an example of how you could use it-

Let’s say you have a sudden need for food for an event.

You walk into a chicken place and have two choices.

1-     You can use steps two and three and blurt out ” I need 50 pieces of chicken put in boxes and ready to go in 20 minutes.”

2-      You can use all four steps.

(1)”Hey, how are you? We have a group of 30 people to feed, they are already gathered at the community building and getting hungry.

(2)I would like 50 pieces of chicken to go.

(3)If you could pack the chicken in boxes and recommend some extras like side dishes that would help too.

(4) I’d also welcome any suggestions you have from the menu as I’m sure you’ve got experience in this sort of thing.

As simple as this method is, it can make a huge difference in the effectiveness of your message.

Next…

Some people don’t want to use it. It doesn’t fit their style.  The funny thing is, they end up using the middle two steps and get a short circuited, limping result and wonder why.

Using this full method takes patience and extra effort. It feels a bit longwinded sometimes, but it works.

Give it Your Best Shot

A listener or reader wants compelling information at the very start of your talk, speech, interview, blog post, lecture. Give me something that peaks my interest at the beginning.

The first few words mean a lot. It is best not to waste them with a boring introduction.

Begin  with

* news,
* self interest
* curiosity.

Hey, Pass the Remote

Do you remember the early days of cable TV?  There was a lot of really bad content on obscure channels.

Movie channels slowly made things better but still, there was a glut of boredom.

I sift through thousands of blogs, podcasts,  TV and YouTube interviews trying to get to the best of the  content. It can be a challenge.

Ready?…Go!

I say let’s start by cleaning up intros.

There are some excellent blogs on the internet that get straight to the point. Frank Kern always does. Outspoken Media is pretty good, Brian Clark and Aaron Wall. Some others seem to be convinced of the  the ‘agonizingly long post’ school of thought.   But that’s a different story and another post.

Example of Good to Great

Larry King is the master of interviews. Watch and learn .  No long, wordy intros. Larry just blurts out a question and waits for a response. So simple it hurts to watch anyone else stutter and stammer and search for words and hem and haw…and finally make a four word sentence.

Re Runs of Friends

Friends, the TV show-  starts with an interesting moment. A hook. Something you can laugh with or hang onto. Then  comes the intro music and we’re quickly back into the show. Nice.

Here’s Your mission

Notice how many horrifyingly long introductions there are on podcasts, blogposts, You Tube and others.. It is amazing.

Like a world wide plot to drive me over the brink.

It’s easy to find videos, posts and interviews you can listen or read two minutes into with nothing at all to hang your hat on.

Stop this. Add up the hours the world is wasting with filler.

Give them a Ticket.

When you find such an  introduction going on and on, a long bio, a tease, another tease, a list of what we are about to do ( yes, I am aware of the formula –’ tell them what you are going to tell them’) leave a comment linking to this post.

How about no intro at all?

Honestly, I don’t know if I can ever click play on another podcast. I  fear that the next eight minutes of my life will be thrown into an abyss.  It’s like grabbing an electric fence. I have been neuro-linquistically programmed against content.

Presenting -The Untro. Just do it.

Here’s to better writing, podcasts, videos, speeches, radio shows and  SEO . Charlotte today… tomorrow- the world.

every website deserves a unique linking strategy.

It’s no secret that strong links make a strong website show up prominently in the search engines.

But one link size does not fit all.

Old Dog, Old Tricks=Good Dog

Marketing has always worked this way so why would the new technologies be different? They aren’t.

There are lots of companies cropping up all over the world who’s offer is to build a certain number of links for any site for a set price.  You should know that an offer like that is a warning sign.

Spare a Dime?

Yes, some sites are so weak and so small that any one-size-fits all linking strategy will help. But that’s not our goal is it? To have a small, shallow site and keep it that way with small, shallow links?

Good Old, Down Home, North Carolina SEO

Like all things in business, integrity wins in the end.  Of course there are plenty of examples of quick, big wins like lottery winnings that create a huge celebration only to fizzle quickly. The same is true for website links.

A strong linking strategy rises to the top. It might take months and years but that’s the way it has always been, yes?

So the beat goes on pretty much the way it  has in the past.

Some people are looking for

• a quick fix,
• some go for a medium success…enough to get by,
• and others use the proven SEO methods that have always held up.

Off topic but…

Have you ever read one of Warren Buffet’s annual reports? They are strong and clear. Boring…maybe, but they make the case for doing things the old fashioned way. Earning it.

So, the bad news is, business strategy has not changed with the internet. And for SEO in Carolina, Singapore or Moscow,

That’s also the good news.

photo by affiliate

Today’s marketing requires the best ideas and the most innovative practices. The momentum I can offer you is only

high quality if I stay on top of the latest developments, including SEO. It just so happens that some of  the newest ideas

and the most marketing leverage is available right now on the internet. So  my search engine optimization and online

marketing skills have to be sharp.

Spend $ to Make $

Even though I spend thousands of dollars a year online,  educating myself in the newest innovations of web marketing,

experiencing the teaching and shared revelations is even better in person.

So this year’s SMX in New York was a must.

Good Answers

I learned from the best minds in the business and talked with many people about the latest

developments and breakthroughs in web marketing.

When I offer my services to a client, large or small, they need to be confident in my ability to accomplish their goals. Often in marketing we

must take chances and risks to achieve the goals we want to meet. Taking chances is , by nature, unsettling. But without risk we would never

move forward.

Marketing Risk Insurance

So how can you best mitigate your circumstances and assure yourself of the best possibility of marketing success? Here’s one way-Take

chances with people who have a proven track record.

The best any of us can do is-

• learn from the most qualified experts,
• test our work and
• make sure we are giving our best effort.

My attendance at SMX East in New York helps assure you of getting my best. It was a great experience.

SMX photo by affiliate