I wish I hadn't!
Listen guys! I know that you all want to make money and I know that many of you want to do it in the offline arena BUT DO YOU REALLY HAVE TO RIP YOUR CLIENTS OFF?
The shop I visited is run by a brother and sister and sells sweets. The sweets they sell are of the pick and mix type, displayed in transparent dispensers that customers can make a selection out of. You know the style, a couple of those, a few of those and lots of those because I really like them!
Alongside these sweets they also sell a selection of proprietary chocolate bars, packets of crisps (potato chips) and cans of soft drink.
This little shop is their first commercial venture and they have received and acted on a lot of good advice - some from their immediate competition - in the six months they have been trading!
Because they know that I used to work with local shop keepers, they asked me to look at their latest 'investment' - a web site of their own that was going to transform their business! They were so pleased to be Nº1 on Google and were able to quote, almost verbatim, the b.s. that the marketer had fed them. They were going to crush the competition because every time somebody searched for 'sweets' online, their site would pop up and they would win a new customer.
I was absolutely livid! Never in all my days of spotting scams on this coast of Spain had I seen such a blatant rip off!
This sort of shop will never benefit from online marketing because they serve a very specific niche, the children of the local urbanizations, the parents of the children of the local urbanizations, the grand parents of the children of the local urbanizations and passing traffic. No matter what searches people did for sweets or confectionary online, this couple's web site was never Nº1 unless a very specific search term in quotations was used - IN ENGLISH!!!!! Since 90% of the people in this area are Spanish speakers . . . . . do I have to draw a picture?
This couple had been charged €1,000 ($1395.91) for their web site and €100 ($139.59) a month to maintain it and build a mailing list. With a POR of 9%, this web site has to provide €1,111 ($1,550.94) extra sales per month for the bottom line to be maintained. This simply WILL NOT happen!
If you are going to try to help offline businesses, help them, don't rip them off and make false promises or someone else, just like me, might call you to the shop and ask you some pertinent question while your client looks on and becomes more and more disillusioned.