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I've been doing some updates on the Duct Tape Marketing site - if you haven't dropped by for a while you should. Duct Tape Resource: QuickBooks Small Business Center
In addition to the information on small business finance and accounting that the group site was built on, the center features content from experts in the area law, starting a business and marketing. Intuit has asked me to fill the role of marketing expert. I will also be answering marketing questions submitted through the site by readers starting early next month.
From the site:
They are also building an expert locater service using Google Maps. Users can plug in their zip code and locate: Featured Resource #1 - Duct Tape Marketing Article Directory I have begun to collect many of the columns I have written for this newsletter and other publications in an interactive article directory. This allows you to search, comment on, subscribe via RSS and contribute to a growing collection of small business focused content. Check out the article directory. Join my free article directory - I am also inviting anyone who writes articles focused on small business to become an author in my directory. Visit http://www.ducttapemarketing.com/article and click on the "Become an Author" link. Complete the information and once you are accepted you can log in and post articles you have written. This is a great way to find new readers and web traffic and the search engines will place a high value on links back to your site from Duct Tape Marketing.
Bolstering Trust on Your Web Site If you are a small business owner using the web to sell products, services or even offer a free newsletter or white paper via email, it’s become increasingly important to offer tangible proof and assurances of security and trustworthiness to qualify as one of the good guys. There are a few little things that can make a big difference and provide your shoppers with a comfort level of initial trust. This alone can dramatically increase conversions on your web site. Note: I am not implying that you use any of these tools to simply give an impression of safe and secure transaction, I'm saying that you should take the measures to ensure safe and secure shopping and then let your visitors know about it. Below is a list of some of the measures you should consider whether you simply provide information or have a full blown store. These measures will help you take actions to safeguard your site and assure you visitors that you have taken proactive measures. This trust building activity will lead to more sales and higher conversion almost overnight. Privacy policy – This is you pledge that you will not use a visitor’s information in any way and that you respect their privacy. http://www.ducttapemarketing.com/privacy.htm No renting or selling information – clearly state on any sign-up forms that you do not rent or sell your mailing lists under any condition. Real physical address and phone number – Put this on every page. Shoppers want to know that you have some roots and that they can locate a phone number if they have a question or problem. Live support – I use a service called Live2Support (www.live2support.com/ ) that allows real time chat and can even allow me to initiate a conversation with a site visitor. Even if people don’t use this feature it give them reassurance that they could actually talk to a human.
Recognizable credit card
logos – These are symbols that
shoppers recognize. Verisign - http://www.verisign.com/ Third party endorsements – Many of sites listed below require web site owners to adhere to strict codes, practices and measures to ensure that a web site is trustworthy and secure. These organizations then verify, check, sometimes daily, and certify that your site is safe, secure and user privacy friendly. By passing these standards the site is allowed to display a badge letting a visitor know that your site is safe.
BBB Online – The Better
Business Bureau is one of the most recognized symbols of business trust and
has an equally recognized online program. Hacker Safe – Tests sites daily to ensure and verify that data is safe from hackers. http://www.scanalert.com/ Control Scan – A suite services including security - http://www.controlscan.com/ Trust Guard – A suite of services and certifications - http://www.trust-guard.com
Multiple checkout options In addition to your own shopping cart it is a good idea to offer other forms of payment. This makes it easier for your clients to pay and shows that other payment services have approved you. Google Checkout – Google checkout is a payment service recently launched by Google. Lots of folks know and trust the name PayPal – PayPal is owned by eBay and has very good name recognition.
~ ~ ~ Duct Tape Coaches - Duct Tape Marketing Authorized Coaches - coming to a town near you (already spanning the USA, UK and Canada!) If you like what you read on the Duct Tape Marketing web site and newsletter you might want to see if there is a Duct Tape Marketing Authorized coach that can help you take your business to the next level. Find a Coach Think you might want to become a Duct Tape Marketing Authorized Coach? Find out more here Next Training Intensive is January 26-27, 2007 To become a coach Email John Jantsch or call 866-DUC-TAPE (382-8273) and visit Duct Tape Marketing Coach to get details and listen to an audio overview.
Featured Reading
Citizen Marketers - When People Are the Message Ben McConnell and Jackie Huba have updated their classic work on customer evangelism adding new data and examples in this paperback release.
Featured Listening This is one of those bands that can sound full of energy even on a studio album, the live version will get you up dancing.
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Intuit
has launched a 
My
definition of marketing for the small business is getting someone, who has a
need to know, like and trust you. Trust is a tough thing in general. It has
to be experienced in some manner. Trust on the Internet can really be a
tough thing. Your shoppers and surfers don’t get to meet you, talk to you or
get a “gut feeling” about you. Couple this with the fact that, although
Internet shopping can be a very safe experience, there are con artists
moving into this lucrative venue that can allow fly by night anonymity to
just about anyone.
