Pre-Paid Legal? Does anybody really know what I offer?

Pre-Paid Legal? Does anybody really know what I offer?

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

Pre-Paid Legal

Pre-Paid Legal offers Legal Service Plans providing access to justice for middle-income individuals and families. Their plans are designed with the cost-conscious consumer in mind. Have you ever... wanted legal advice on a credit matter? wanted legal assistance with the purchase of a home? needed legal services in writing or revising your Will? For less than a dollar a day, Pre-Paid Legal provides you access to services previously reserved for the wealthy? Pre-Paid Legal also markets the Identity Theft Shield™ to help participants stay ahead of the curve. One of the most talked-about and fastest growing white-collar crimes in history, identity theft is a problem people can't afford to ignore.

Do you know if people visiting your web page already have a mindset like this about Pre-Paid Legal?

That's the challenge 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 legal services 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 appears to be a common commodity (vitamins, shoes, cosmetics, telephone services, etc), then you must differentiate your product from the other seemingly similar things the public possibly will associate you with.

Much of these consumer 'mindset' challenges must be worked out by setting up 'mindset adjusters' (fancy phrase for good educational content snippets) on the page they hit immediately after clicking your ad; so before you start any customer acquisition approach, think like a customer and look at your landing page.

PPC Tips:

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

• On the subject of ad copy (the words which will comprise your numerous different listing titles and descriptions) we can sum it up briefly: RELATE your listing to the keyword the searcher has typed, SPARK curiosity in their minds to encourage a visit, be TRUTHFUL, be BRIEF, be CLEAR, don't HYPE, and FILTER out bad clicks.
• FILTER OUT BAD CLICKS? Yes, if your product is NOT for certain searchers, be clear upfront before they click. Example: If you bid on the keyword 'herbal shampoo' because your product is an herbal dog shampoo, make sure your ad copy reads: for dogs, pets, or animals. If you only fulfill orders in Canada, state this upfront in your listing ad copy. There is no need to pay for a visitor click if you cannot service a particular customer's needs. Use words to filter out bad clicks.
• There are many good resources to help you with ad copy, writing, and knowing what to say about your product. We recommend the eBook by Kim Klaver, "If My Product's So Great, How Come I Can't Sell It". Click here for a complimentary 'Mini-edition' of this eBook.

Looking for more search marketing tips? Check my posts from previous weeks for more ideas and strategies.


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Pre-Paid Legal | PPC | pay per click | Google | Network Marketing | mlm | Dan Hollings | internet marketing | Contextual Ads | AdWords