Sum Sum Summit, Sum Sum Summit, Sum Sum Summit Time!

It’s Affiliate Summit West time; the gatherings in Vegas are well into Day 2 of the unofficial parties before the official parties begin!

IMHO, this is the best party of the year and better yet, it’s invaluable for the business of online marketing. Upwards of 5000 people networking about online merchants, affiliate marketers, software innovations, best practices, outing the bad guys and so much more it takes a week of unofficial gatherings before the sessions even begin!

I’m so looking forward to seeing old friends and sharing big group dinners and cozier lunch time chats. Our work team is scattered internationally, so it will be really good to spend face time comparing notes and working on ideas.

The sessions and side events could fill a blog and a forum and several podcasts all on their own. But for me it boils down to this:

  • It’s Vegas!
  • The ShareASale Party
  • Penny Slots!
  • Saturday night fun with friends!
  • Sunday night fun with friends!
  • Monday night fun with friends!
  • Tuesday night fun with friends!

If you can’t be there in person, follow along at Twitter (#ASW12) and Facebook and start planning for next time. There’s a new mini version in Austin set for May and the East Coast August session in New York is reported to be fabulous, too!

Note about the headline: Whenever Summit time rolls around and the build-up gets intense, I think of Snoopy in “You’re a Good Man, Charlie Brown”, singing Sup, Sup, Supper! Sup, sup Supper! Sup Sup Suuuu per time!

WordPress glitch: Comments Should Not Be Closed!

Searching support forums for an answer, but for the moment I’m stumped. Comments should not be marked closed!

  • Yes, the privacy settings have been configured, and re-configured and saved each time!
  • Plugins deactivated – yes, tried that, too!
  • Changed the theme to default, and then to just a different one, no fix. It did however, change the wording to leave a comment when I put the default theme up. Problem is that clicking it didn’t do a dang thing. #spinningwheels
  • Gave up for today. If I’ve provoked you to speech, try the facebook or twitter buttons. I deactivated them for awhile, thinking that was an obvious place to start, but zip, nada, nowhere.

Silly Ways To Anger Your Customers #1 (Verizon, I’m talking to you!) confirmed with Verizon that beginning in January, a $2 fee will be charged to customers who pay their bill online or by phone. Their stated reason is that it will help defray the cost of processing these payments!

If you sell a service that involves billing and receiving payment, the cost of processing those lifeblood payments is on you!

Who decided that having the customer cover the pennies involved in electronic payment services as a separate line item on their bill made sense? What’s next – a half dollar to cover the cost of opening an envelope? Repairs to the mail cart?

Verizon probably has more employees working just on pricing than a city block full of small businesses have in total employees. Factor in the cost of doing business when you set prices and live with it!

Extracting 40 nickles more from a customer who is PAYING THE BILL YOU SENT is beyond silly.

Get The Tagline Right: Phrase It The Way Your Audience Thinks!

This simple headline caught my eye on Twitter yesterday:

How to Write Taglines That Double Sales

The author, Roger Dooley, is the primary author at NeuroMarketing.

He writes that one phrase slogans actually have a profound effect, but you have to tap the readers motivations.

One key factor in crafting that phrase is matching its content to the customer’s mindset, and in particular to two important consumer motivations: prevention and promotion.

Learn to speak the language of your best prospect.

It sounds like a big snooze, right? But think about the people you personally talk to on a regular basis. Some are positive and optimistic, with a “can-do” attitude about almost everything. The rest seem to take the dimmest view of every subject, turning even a sunny day into a fear of radiation.

The article is brimming with specific ideas about addressing your message to these two groups in a completely different way. The mindset of fear responds to words that promise prevention and protection. The sunnier outlook group sees opportunity in a message crafted to say “Here’s your chance!”

I found much to appreciate in this piece; the idea that many products can meet the needs of both mindsets, but the message must be distinctly different. And the worst scenario is when you mix and mangle the message so neither group responds.

Do you do that in hopes of reaching everyone? I do.

The statistics Dooley shares are interesting. One product, advertised two different ways, with almost the same words, tested strongest when the words were ordered in a way that matched the intended mindset and weakest when the message was aimed at both simultaneously.

People put more value and will pay a higher price when their mindset is matched.

One more interesting segment of the article. In testing price, Dooley reports that when the message matched the mindset – either promising prevention or presenting opportunity for benefit, the audience indicated they would pay a much higher price for the product.

Each group was asked to say how much they would pay for such an item, and in both cases where the mindset match was achieved, the answer was a value higher than the actual retail price for the product. When the message was loss/prevention, the subjects valued the product at 50% higher than when the message was mismatched. The gain-oriented group was willing to pay twice as much for a product when the message matched their mindset.

These lessons could help you achieve greater results. As the headline suggests: Double your sales!

And for those prevention minds still reading: The wrong tagline could cut your sales in half!

Explaining Affiliate Marketing

There’s a reason I put my explanation of Affiliate Marketing right at the top of this site.

Whenever I tell someone who isn’t in the “biz” about my job, I get the blank stare and head shake and then “I still don’t get what you do?”. It isn’t the first time someone has tried to simplify the explanation or the definition. I’m not sure I even managed to do it now.

But for my friends who follow a link and end up here, the explanation is now here.