BlackHat Money

Six months ago, we started one test case for a client, who rents out his property on the Internet. Persons with many years experience in Brand Building, Direct Response Marketing and Online Visibility carried out the tests. We combined many years of this experience and integrated this knowhow with the many modern marketing tools on the Internet utilizing all technical possibilities and not overlooking the limitations. Brand Building versus Direct Response Marketing Using Brand Building has focus on the company, the products and the characteristics of same Using Direct Response Marketing has focus on the BENEFITS of your products The client in question has a “traditional” website and by analyzing and tracking the traffic on his webpage we could see how the visitors reacted both when being positive and negative. We added a special analysis called “Frame of Mind” by which you can link the relationship between what visitors are looking for (thinking) and your texts on the website. The final aim is of course that since BENEFITS are the important center you want the potential client (visitor) to take a specific action by either buying directly or asking for more information before buying. Based on the results we changed his concept and implemented a new marketing/sales tool resulting in increased inquiries. This is then how we did it; we designed a one-page website only. The page is divided into four sections, the first section called the header consists of a heading only and a teaser. The text matches “The Frame of Mind” and the search words so in a glimpse the customer sees that he has landed on the correct website. We then use the three other sections to draw the attention to the BENEFITS and give the information needed for the client to make his decision. The advantages using a one-page website are many most important is the maximum of user friendliness ensuring no waste of time. The results showed almost immediately; a short visit measured in time but with a low bounce rate. The visitors take the time to read the entire page and can very easy decide if the benefits he is looking for correspond to the ones shown on the website. 97 % of all visitors took the time to read the messages reducing lost traffic and potential customers. Based on these “rules” the design of a different website will look like this; Limitation of clicks necessary to get the buying signal, each unnecessary click means lost business.

• Main focus to be on the benefits
• You do not need to explain or highlight the company or yourself since these signals are not important to the visitor in the first instance.
• Do not display and explain about an ocean of other possibilities since this will cause confusion.
• Display all relevant facts on one page only, facts that support the buying or request for more information
• Remove all information and design/text that do not support the benefits in this way the site is easy to read and understand and within a short time span.
• Have one page for one product. This will support and simplify the whole marketing/sales process. The concentration is on the exact product the customer is looking for.

Please read more about direct response marketing here.

My name is Anders Hasle Nielsen and I am 34 years old. I have spent a major part of my life going to school followed by a period having my own business. My theoretical background comprises of a financial bachelor degree from The Copenhagen Business School supplemented with a Masters Degree in International E-Business from the Copenhagen IT University.

In order to further improve my theoretical background I have been a lecturer for 3 higher educational steps in economic models and programming for The Copenhagen Business School, the IT University, Copenhagen as well as the Faculty of Lifescience University of Copenhagen (former KVL). My first large assignment was to assist in developing an E-learning system for the Commercial Bachelor Degree and the international remote educational system for the MBA degree.

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