CUTCO? What do people really think about it?
Have you ever thought about the public's perception of what you do?
| CUTCO |
| CUTCO is the largest manufacturer and marketer of high-quality kitchen cutlery and accessories in the United States and Canada. More than 100 kitchen cutlery products are sold under the CUTCO name, as well as a variety of kitchen gadgets, utensils and flatware. The company also carries a line of cookware, sporting and pocket knives and garden tools. |
Do you know if visitors arriving at your site already know this about CUTCO?
That's an 'unknown' in any search engine marketing campaign; you should consider upfront (as you are preparing your keywords, your ads, and your landing page) what the majority of visitors already 'know' about you and the cutlery, house and kitchenwares you offer. Not sure? Then If at best you're guessing, then assume they've never heard of you. That's always the safe bet. If you're selling iPODs or something very well known, you can approach things much differently. Less time explain 'what' you've got and more time explain 'why' they should buy from you.
If your selling something that could be clasified as a common commodity (vitamins, shoes, cosmetics, telephone services, etc), then you must differentiate your product from the other seemingly similar items visitors could associate you with.
Much of these consumer 'mindset' conflicts should be handled on your landing page, that is, the page where they land after clicking your ad; so before you start any search engine advertising, reflect for a bit on how visitors will feel (and what they will think) when they hit your landing page.
Search engine marketing tips:
Ready or not, here they come. This weeks PPC tips to make you rich and famous (well perhaps that's stretching it a bit):- Sometimes people type in web addresses in those search boxes! So bid on those if the search engine allows it: 'www.website.com', 'website.com', 'http://website.com' and every combination full or partial you think a searcher might actually type.
- Match up keywords with words in your ad copy. Even though a 'spa', a 'hot tub', and a 'whirlpool' might mean the same thing in your mind, if a searcher types in 'hot tub' and your listing says: "Relax and save in your new Spa", you will miss out on many interested customers.
- Think negative... yes, people search for herbs that can kill, plastic surgery pitfalls, mlm scams and sundry other peculiar things. Invite them to explore your related listing. Do you offer cosmetics or skin car as an alternative to plastic surgery? Is you mlm a beacon of light in a sea of seemingly dubious scams?
- Get creative with interest spikes in the news. 'Mad Cow' might be a great keyword for your all vegetarian product line. The 'SARS' outbreak might have generated millions of searches that your 'immunity booster' could have benefited from (just don't make any false claims). And where were all the bra ads when a gazillion people typed in 'Janet Jackson' after the 2004 Super Bowl surprise?
To make certain you don't miss this series of PPC tips, you might consider subscribing to my RSS feed.
Technorati:
CUTCO | PPC | pay per click | Google | Network Marketing | mlm | Dan Hollings | internet marketing | Contextual Ads | AdWords
| posted by Dan Hollings @ 3:33 PM |
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1 Comments:
Award winning Master Chef Wylie Dufresne told GQ magazine "I have plenty of friends whose parents have Cutco in a knife block. You pull them out and they're all as dull as can be." Norman Weinstein, a nationally recognized kitchen knife skills instructor was quoted by the Baltimore Sun newspaper as saying "Why, why, would you buy such a knife?" Consumer Reports said the handles are more uncomfortable than most (according to their test panel), the blades corrode easier than most (using an acid test and customer experiences), and rated many cheaper knives above Cutco. They are stamped being thinner, flimsier, lacking bolsters and balance (Mr. Weinstein demonstrated this in the Baltimore Sun article by balancing Cutco and Wusthof on his finger), and lacking heft compared to forged or sintered blades. The handles were made by the same guy who made the handles WearEver Cookware dumped in favor for more modern handles many decades ago and Cutco even admits in their "Just the Facts" pamphlet they need to be demonstrated to be appreciated.
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