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Find out how to create content for your webpages  based on the POWER formula

POWER BRANDING

P = Perceptions.

Perception is reality to most people.  Ask ten people who witnessed an accident what they saw and each one will tell you a different version of the incident.  They only see things from their own viewpoint.   This affects your brand online even more than in the bricks and mortar world.  Your website is your virtual face on the Internet.  So what they see is what they get.  Your home page, and the rest of your site, must give your visitors the correct image and positioning for your business.

If you don’t take control of your image competitors and unhappy customers create it for you.

O= Own a niche in your industry

Starbucks certainly didn't invent a cup of coffee.  But they made a special niche in the coffee house space.   Nothing is new and unique anymore - but the way you do it could be.  To compete head on with large and successful enterprises may not make sense. Find a way that you can excel and make yourself the best at that. Research your customers and find the top ranked reasons that they buy from you rather than your competitors. Do keyword research on the Internet and find a phrase being searched on that closely describes what you do.  Position your website in that niche.

W= What's in this for me - or - Why am I on this website?

The old adage of 'sell the sizzle, not the steak' applies here.  Tell them right away why they should be doing business with you.  Forget the 'we are, we are..." copy.  Tell them what they can gain. solve, enjoy.  Tell them the benefits of using your product or service.

And make sure your home page s all about your visitors and their needs.  The About Us section is where you can talk about your company. 

E= Experience of the Customer or Visitor

It is all about the visitor or the customer. When they land on your website or walk into your store or your office, they came with some problem or need.  Fill that need, with excellent service and care.  make it simple and easy to find what they want.  Make it easy to buy.  You'll have a loyal customer for life. When they have a wonderful experience they talk - they tell others - they spread the word.

When they get confused, frustrated and  ignored they also talk - and drive other good customers away.  Usability studies on your website pay back the investment hand over fist.

R = Relationships with your customers/visitors

Every marketer knows most prospective customers need a few interactions before they buy.  It's all about building trust.  Online research shows it takes, on average, 7 visits to your website before a visitor feels comfortable enough to give you their credit card.

How are you going to keep them coming back?  Build a relationship with them.  Offer them something they can get free - like a newsletter filled with useful information about your products and services.  Position yourself as a trustworthy authority who will always be there ready to help them.  Create a members club - a rewards club. Give them special offers and discounts if they read your hints and tips each week.  Make them feel a part of the community you are building.

This emotional relationship builds trust and keeps your customer close to you. It's what makes people say "Oh you have to go to MY hairdresser, or MY dentist"

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