These days few things stand out on many business web sites and it's as if many sites come from the same cookie-cutter mold.  Business owners and entrepreneurs are missing out on relationship-building and income-producing opportunities, simply because their web sites fail to grab the attention of viewers.

Smart marketers use a collection of proven response-boosting web strategies to grab the attention of these potentially valuable eyeballs and while there is no one, single "killer" strategy, adding the uniqueness of handwriting and hand drawn doodles to your web site is a proven response booster.

I suppose it's the jolt of seeing something so personal and hand-made on something that is computer-generated that shocks the eyes and brain to take a pause and try to register what in fact you're seeing.  Regardless it works and done right, can yield big bumps in response.

As a matter of fact, copywriter Mike Humphreys constantly split-tests elements on his various web sites and found that by adding a single CopyDoodle next to an optin box, he received a 297% bump in the number of people who opted in versus without the CopyDoodle.  Click here to read Mike's own article on his split test results.

Unfortunately, unless you were an HTML guru, adding CopyDoodles to web sites was limited to placing them around and next to things and being able to "write on top" of your web pages was next to impossible.

UNTIL NOW!

With the release of my CopyDoodles® Access Club, members will be able to quickly and easily "drag and drop" CopyDoodles, CopyFlash and CopyStamps ON TOP of their web pages to create a super realistic effect of literally handwriting on your site.

Check out videos where I show you how simple we've made this under "Demos" on the site:

http://www.copydoodles.com

Now just about anybody who can drag and drop and cut and paste code can add these proven response-boosting CopyDoodles and more to their web pages.  One beta tester called it a "game changer."

See for yourself and watch my CopyDoodles Access Club demo videos at:

http://www.copydoodles.com

In more practical terms, what I mean by “marketing context” is the appropriateness and sensibility of a particular marketing message delivered to a particular target in a particular way.

For example, you should be talking to your current customers/clients/patients differently than you would talk to a cold prospect.  When talking to a customer, the context of your relationship allows you to be more informal and personal because of the existing relationship.

With a prospect, the relationship has yet to be created, so the context of the relationship is one of a “warm-up period” where, over time, you allow them to get to know, like and trust you.  I always use the analogy of dating.  Chances are most people do not ask their spouse to marry them on the first date.  There is a courting period, an engagement period and finally marriage.

Let me share a specific example of marketing context and how it relates to day-to-day marketing.  My friend and mentor, Bill Glazer, often talks about his most successful marketing piece which was a four-page letter on yellow legal paper that appeared to be hand-written.  The piece generated a ton of business and Bill even won an industry award because of its success and uniqueness.

Other marketers see this letter and try to emulate Bill’s success.  In particular, I heard about one story where a marketer basically did the same thing Bill did, but got ZERO RESPONSE.

The reason Bill was successful and this other person was not was because Bill understood the context of how to use the handwritten letter, whereas the other person did not. In Bill’s situation, he sent the letter to people who already knew him and knew what he stood for (including some pretty outrageous marketing).  The context of the relationship was familiarity and a hand-written letter from Bill was congruent with the relationship.

On the other hand, the marketer who copied the letter, sent it to COLD PROSPECTS!  Think about this for a second.  You receive a funky-looking, handwritten letter from somebody you don’t know.  Does this make sense?

Probably not, which is why his response rate was zero.

I teach people how to improve the attention-grabbing power of their marketing by using copy cosmetics.  These are proven techniques to grab attention and keep the reader reading.  In the case of Bill Glazer’s sales letter he used several techniques, including simulated handwriting.

So even though I am a huge fan of copy cosmetics there are times when the marketing context dictates I use only a few copy cosmetic techniques.  For example, when I create a multi-step, lead-generation direct mail sequence, I tend to use only the basic copy cosmetic techniques like underlining, boldfacing, subheads, etc.

However on subsequent steps, I may techniques that convey a more informal approach, such has handwritten notes, because I have already started a relationship with the reader.  Their use is suitable as the reader starts to get to know me.

You should always be considering the context of your marketing message and consider whether or not it makes sense for your target.  Is it appropriate for the current state of your relationship and the situation surrounding it?  Most importantly, remember, the context is from the point of view of your target - NOT YOU!

To recap:

1) Ask for feedback (and capture contact info)
2) Create and share your story
3) Foster an environment of idea sharing
4) Create a “behind-the-scenes” experience for your customers

5) Disney speaks “Disney-ese”
Leave it to Disney to make the guest experience even more magical by coming up with its own language.   For example:

•    “Guest” instead of customer
•    “Cast member” instead of employee
•    “On-stage” and “backstage” to describe the “front office” and “back office”
•    And words like imagineering, edutainment, and merchantising are all further proof of Disney’s uniqueness and the effort they go to stand out.

Developing your own language and unique names for processes and services in your business is smart and helps prevent competitors from making an “apples to apples” comparison to you.

When I consult with business owners, we often spend time on this process trying to create a unique positioning (complete with a name) in the mind of their prospect and customers.

CopyDoodles® is an example where I created a word that has now taken on its own life.  When marketers mark-up their copy they refer to it as “copydoodling” or their letter was “copydoodled.”

Spend some time and think about how you can come up with your own language for your business!

Which brings me to our final lesson learned at Disney…

6) Disney has a profound belief and presence of its corporate culture
As we were touring the behind-the-scenes corridors and spaces of Disney, signs and posters for the cast members constantly reminded them of why their jobs were so important.

Even our hostess had a small business card that had certain values printed on them that she carried with her.

What does your business stand for?

If you have employees – do they understand why your business exists to serve its customers and clients?

Disney is a stellar example of a company that understands why it exists and it does everything in its power to make sure all the guest members do the same.

So that’s the six big lessons we learned this week at Disney.  I hope you can benefit from them.  For more information about my Elite Experience Mastermind Group, please email me at info@mikecapuzzi.com.