Web Copy Myth Busting

Have you ever wondered if your web site was really doing it's job?

Many of my clients struggle with this because a web site is usually one of their first pieces of, and often their only, marketing material. Many of them are confused by the information and advice about web site structure, design, and copy available to them.

Recently I've read a few articles suggesting that all web copy should be short and fact based.

I am here to tell you those articles are wrong. There are two reasons they are wrong.

The first is that there is never a "universally best" solution to business challenges - like marketing. The "best" solution is always the "best one for your unique situation" (many of you in the Organizational Behaviour consulting space will recognize this as the Contingency Approach to management). So the best copy-length and style for selling a commodity like software on a web site is very different than the best copy solution for selling expert professional services on a web site.

The second reason is that most people that are considering engaging a consulting firm use a consultant's web site in a very unique way. And short fact based copy does not serve their purposes.

The best way for me to address this is to explore what you are trying to achieve with the long-copy, emotive, and inspirational format I prescribe for a professional services web site.

Most consulting firms create a web site that is fact based - who they are, process, locations, client lists, proof of success. Notice that these are all things that a late stage buyer needs to hear. Facts.

These are important things but they are the right things at the wrong time.

Your typical web site visitor is an early stage buyer that needs to increase their understanding of a problem or situation (consciousness raising), then re-evaluate their situation with your assistance (visioning), and finally make some commitment to act - like e-mailing or calling you to discuss their situation. This commitment to act changes them from an early stage buyer to a late stage buyer. One that is worth your effort to spend some time with.

This process is not supported by a fact based, bullet-driven, web site.

Now - web copy length is important - but so is the quality and style of that copy.

You are basically trying to write a site that tells a story about a familiar yet poorly understood problem, and how your clients come to understand that problem and then fix it with your assistance. It's not about profiles of people, process, locations etc. It's about how lives and companies are better once clients have worked with you.

All that other stuff can be on there but it is in a minor supporting role. It is not the focus of the content.

Remember that your goal is not to try and close deals on a web site. A consultant's web site is simply a tool to motivate buyers to continue walking down the buying path - and to walk down that path with you.

If you'd like to read more just e-mail me at cal@beyondreferrals.com and I'll send you a few interesting links that explain this further.

Past Issues of Articles and E-Newsletters

The BR Blog was created as a way of sharing business development resources with management consultants. If you are wondering about a specific issue within the realm of business development simply e-mail us and let us know what type of info you are seeking. If we have an article or piece of research that we can forward to you we will. And if not then maybe you'll inspire us to write about it in the future.

You can request info at cal@beyondreferrals.com.

Wasted Days and Wasted Nights

If you're feeling like your proposal writing and business development efforts were the inspiration for Freddy Fender's big hit from 1960 you might want to check out the latest issue of the Beyond Referrals e-newsletter: Volume 4.3 - Selling Consulting When You're Too Busy Consulting.

This issue incorporates the presentation content from our three city tour last month (Vancouver, Calgary, Edmonton) as well as feedback from consultants in these cities.

It went out to subscribers today and if you're not a subscriber but would like to receive a copy simply e-mail me at cal@beyondreferrals.com.

Anti-Trust Expert Required

In my travels I occasionally come across opportunities for management consultants. Here's a case in point.

Maria Marsala of the Sourcing Centre (www.sourcingcentre.com) is looking for a consultant with expertise and training resources in the area of anti-trust. Specifically an online training program or DVD that deals with fair competiton, compliance etc. for Canadian insurance companies.

Please contact Maria directly if you can assist her client.

Consulting in Western Canada

Based on presentations to, and discussions with, consultants in Vancouver, Calgary and Edmonton last week there seems to be plenty of work and optimism about the near future.

I can tell you that the most common questions I received focused on specific selling tactics to use when you are already busy - especially web based tactics like search engines etc.
If you're interested in reading about this I'll address this and other issues in more depth in a special Beyond Referrals e-newsletter issue in the next week or so.

Thanks to all the folks at the local CAMC and ICMCA chapters for setting up the three events. The events were all well attended and very professional. I wish I could say the same for my experience with Air Canada...

Selling Consulting When You're Too Busy Consulting

Cal Harrison is doing a three-day, three-city speaking tour on the topic above, starting April 25th in Vancouver, heading to Calgary on April 26th, and winding up in Edmonton on April 27th.

If you care to join us you can register for these CAMC and ICMCA hosted events at the links below.

Vancouver
Wednesday, April 25, 2007, 6:00 p.m. to 8:00 p.m. (registration begins at 5:45) Hyatt Regency Hotel – 655 Burrard Street Vancouver, BC.

http://www.camc.com/index.cfm?PID=12589&PIDLIST=12589

Calgary
Thursday April 26, 2007: 11:45 a.m. to 1:30 p.m. Petro Canada Tower, Meeting Room 17-G West Tower, 150, 6th Avenue SW, Calgary

http://www.camc.com/index.cfm?PID=12587&PIDLIST=12587

Edmonton
Friday, April 27, 2006: 11:45 a.m. to 1:30 p.m. The Business Link, #100-10237 104 St NW, Edmonton
http://www.camc.com/index.cfm?PID=12588&PIDLIST=12588

An Interesting Look At Selling Consulting Services

Washington’s $8 Billion Dollar Shadow

By Donald L. Barlett and James B, Steele

(Cal's note: It's not common for me to send a message like this one to my e-newsletter subscribers but for this article I made an exception. It was sent earlier this month and it generated one unsubscribe ["This kind of crap wastes my time."] and many interesting comments including one from a consultant that had some prior dealings with SAIC.)

It’s so rare for me to read an interesting article about management consulting that when I do find one, I like to share it. Strangely enough this one is in the March 2007 issue of Vanity Fair Magazine.

It’s a tale of “interesting” selling skills, intrigue, and secrecy.
To read about the inner workings of SAIC (Science Applications International Corporation) and how they currently hold 9,000 plus active US government contracts, with more than one hundred of them valued at over $10 million dollars apiece, click on the link below.

http://www.vanityfair.com/politics/features/2007/03/spyagency200703