Mary Kay? I know my opinion, but what about my customers?

Mary Kay? I know my opinion, but what about my customers?

Have you ever thought about the public's perception of what you do?

Mary Kay

Mary Kay has been enriching Women's lives for many years with wonderful, affordable skin care, spa & body, and fragrance products. From an initial nine-item collection, the Mary Kay® product line has expanded to include more than 200 premium products in six categories: facial skin care, color cosmetics, nail care, body care, sun protection and fragrance. In fact today, Mary Kay Inc. is one of the largest direct sellers of quality skin care and color cosmetics in the world.

Do you truly believe that visitors already think this about Mary Kay?

That's an 'unknown' in any search engine marketing campaign; you might best think through this issue at the outset (as you are preparing your keywords, your ads, and your landing page) what the majority of visitors already 'know' about you and the personal care products, nutritional products & cosmetics you offer. If you're not sure, 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 has become a common commodity (vitamins, shoes, cosmetics, telephone services, etc), then you must differentiate your product from the other seemingly similar products or services that customers will associate you with.

Much of these consumer 'mindset' concerns should be addressed the moment they hit your first web page after clicking your ad; so before you start any traffic generation strategy, think like a customer and look at your landing page.

Search engine marketing strategies:

Without any further delay, I'll continue with my tips this week.

• Forget stupid characters. We are talking search engine listings (not eBay) so cool the clever punctuation it L@@KS stupid!!!!!!!! Don't make SOME words CAPITALIZED; it looks like you're shouting desperately for business. Respect the people who read your search engine listings.
• People are by nature often interested in things like 'saving money', 'making money', 'curing something', 'striking a deal', and getting anything of value that is 'free'... but be careful. The addition of such self-interest phrases in your ad copy may skew your clicks upwards while leaving your sales flat. If you're tempted to try such phrases... test, test, test... while keeping an eye on your bottom-line.
• Bluntness works: 'Refinance 4.5%', 'Viagra $39', 'No Interest VISA', etc
• These are the type words that appeal to searchers: more information, complimentary, love, youthful, safe, new, benefit, gain, money, happy, glad, proven, guarantee, resource, fast, results, discover, how you, how to, your, yours, you'll, healthy, natural, magic, secret, comfortable, save, proud, secure, solution.

In earlier blog posts you'll find several installments of my PPC tips.


Check back next week for the next in this series of PPC tips... Until next week, happy PPC campaigning...


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