All Hat, No Cattle

All sizzle, no steak.

All bark, no bite.

All foam, no beer.

All booster, no payload.

All wick, no wax.

All icing, no cake. 

All show, no go.

I’ve met more than a few people in business who fit what one of my former clients, Chaz Carey, called  "pigeons in peacock feathers."

That being said, there are also many people I've run into in my business life who offer far more than what you'd expect from their low-key presentation.

More of the latter and the less of the former, please.

View from a Café. Cinque Terre (Part 2)

Parked at a sidewalk café sipping cappuccino I drink in the flavor of the town with the parade of passers by.

A torrent of Italian words accompanied by a flurry of gestures as an old man communicates an unobserved transgression to a young man.

An aggressive cadre of pigeons patrol for dropped food. Large pieces get shaken, tossed, and fought over. An effective but inefficient city beautification program.

The hiking poles seem unnecessary considering his muscular legs could easily be mistaken for tree trunks.

Punctuated with brief comments in French, each drag on her cigarette is like Snoop Dog maximizing a bong hit. After grinding the butt on the cobblestones with the toe of her ASICS, she takes 3 pulls on a vape pen and then lights up another cigarette.

One is showing off her athleticism with a a second skin of spandex. One is hiding her lack of it in jean shorts and a flowing top. One is attacking the steep incline; one is defending against it. 

His fanny pack looks like his belt swallowed an opossum.

OK? Stop. OK. No. OK? Stop. Now. OK. Two years old with the pout of a supermodel. And the communications style of a master drill sergeant.

Two wiener dogs. One longhair. One short hair. Joyful to be out on a walk. They show no additional appreciation that they are in a destination where the wealthy park their super yachts.

For every fried shrimp he maneuvers from the paper cone to his mouth, one bounces off his belly on to the cobblestones. Companion mortified. Pigeons ecstatic.

That sunburn has to hurt. In a cartoon there would be wavy lines representing radiating heat.

Alligator shoes, perfectly tailored azure suit, crimson tie and crisp pink shirt leads the eye up to designer sunglasses and mousse saturated hair. An island in a sea of tourists in t-shirts and sun dresses.

"You're the one who chose the date," the tour guide explains into his phone. "I am here, you are not. There is no refund." After an extended pause, he speaks again, "You chose the date. You can complain to no one. I am here. You are not. There will be no refund."

"Bambina!" The delighted old woman exclaims as she pulls the infant towards here and plants a loud kiss on the top of its head. Has she not seen her grandchild in months or minutes?

_________________________

View from a Café. Cinque Terre (Part 1)

 

Join me for coffee in Amsterdam: View from a sidewalk cafe. Amsterdam.

_________________________

NOTE: Cinque Terre is actually 5 different villages. I've combined the highlights of café sitting observations from three of them (Monterosso, Vernazza, and Manarola) and nearby Porto Fino over 4 days in June 2023.

7 Transformative Strategies to Increase Conversions and Earnings

Here are 7 transformative strategies that will help you attract the right prospects, engage them effectively, and turn them into loyal customers. By applying a multi-pronged approach across different platforms, you can increase conversions.

#1 - Shorten All Processes for Your Visitors

It's a fast-paced world ... every second counts. Long and complicated processes can lead to high bounce rates and lost prospects. Focus on streamlining your visitor's journey. Optimize your website for speed, reduce the number of steps in your sales funnel, and make the checkout process simple and intuitive. By providing a smooth and hassle-free experience, you'll encourage visitors to stay engaged and convert into customers.

#2 – Focus Your Message to Repel the Wrong Prospects

Not all prospects are created equal. Don't try to appeal to everyone, target your efforts towards attracting the right audience. Craft your marketing messages and copy in a way that clearly communicates your brand's values, benefits, and unique selling points. You'll repel the wrong prospects, saving both their time and yours, while ensuring that those who resonate with your message are more likely to convert.

#3 - Implement a Controlled Testing Strategy to Enhance Conversions

Understand that conversion rate optimization is an ongoing process of refinement. A controlled testing strategy, such as A/B testing, allows you to experiment with different elements of your marketing campaigns and landing pages. Test variations of headlines, CTAs, visuals, and even different color schemes to see what resonates best with your audience. Through consistent testing and analysis, you'll discover the most effective combinations that drive higher conversions.

#4 - Cultivate Credible Social Proof

Social proof is one of the most powerful tools for gaining trust and credibility among your potential customers. Collect and showcase testimonials, reviews, case studies, and endorsements from satisfied clients. Also, leverage social media to highlight positive interactions and engagements with your brand. The more credible social proof you can show, the more likely prospects will be to convert, knowing that others have had positive experiences with your products or services.

#5 - Employ a Multifaceted Message Strategy

A one-size-fits-all approach rarely works in marketing. Tailor your messaging to different segments of your target audience. Understand their pain points, aspirations, and motivations, and then create personalized content that speaks directly to them. Utilize various content formats such as blog posts, videos, infographics, and podcasts to reach your audience through their preferred channels. A multifaceted message strategy ensures you connect with your audience on a deeper level, increasing the chances of conversion.

#6 - Develop a Strong Pre-Sell Technique

Before asking for the sale, focus on building a relationship with your prospects. Offer valuable content that educates, entertains, and provides solutions to their problems. Anticipate objections and answer them. Nurture leads through email marketing, webinars, and exclusive offers. When you've established trust and demonstrated your expertise, your prospects will be more receptive to your sales pitch and more likely to convert.

#7 - Build a Competitive Edge with Persuasion

Persuasive copywriting is an art form that can significantly impact your conversions. Understand the psychology behind decision-making and incorporate persuasive techniques into your content. Use scarcity, urgency, social influence, and storytelling to engage your audience and nudge them towards action. Reminder: Always ensure that your persuasive techniques are ethical and aligned with your brand values.

By implementing these seven transformative strategies, you can increase conversions and enjoy a boost in your earnings. Remember to continuously monitor your results, adapt to changes in the market, and keep refining your approach. Marketing is an ever-evolving landscape, and staying ahead requires creativity, persistence, and a commitment to delivering value to your audience.

Passionate about writing

Check your writing for buzzwords.

Because they're so ubiquitous, they can become comfortable and easily slip into your writing.

They might have relevant at one time, but now they are overused to a point where they've become ridiculously meaningless.

Don't slip into that trap. 

Be original.

Or, as David Mitchell would say, be passionate ... just don't use that word ...