One website with several different products & services or multiple websites?

Hey Joe, sorry I didn't reply to your post any sooner. I got working on this project I'm on, and before ya know it, a week or more has gone by (thank you adult ADHD)

So, anyway...

I think it's pretty much unanimous among the group here, that we really need to tighten up the focus of your market (at least at the beginning stages)

Steve B, and John McCabe brought it to you from two different angles, but the concept is basically the same...

Steve touched on starting with one (1) primary core audience, and then expanding outward towards your fringe buyers (some of whom will become your next core audience)

And John touched on opening with a more general appeal, and then allowing your audience to choose their own path towards a more narrow criteria.


But the concept is all the same. People are going to buy your software (or not) for their OWN reasons. Not for anyone else's reasons.


So, we need to target an audience with your marketing, and then send them to a particular message (sales message) that speaks directly to that core audience.

You don't need to create multiple websites, but multiple webpages (one for each targeted audience) is a good thing. And then either send people directly to that page, from your marketing, or send them to your home page (gateway page) and guide them to the individual pages from there.


As for the individual sales pages, 1Bryan started to break it down for you with the copy... If you're talking to sports teams, then a sports analogy will get you a whole lot further than using words like "predictive consumer analysis"


Short example:

Your next winning season, starts now!

Imagine... Instead of just studying the other teams players, and watching video clips of past games. You can now use data analytics, to predict exactly what the other team will do in almost any situation.

With our data analytics platform, you'll be able to make strategic decisions, based on scientifically calculated patterns. And give your players the advantage they need to take you all the way to the big game .



If your talking to for profit consumer businesses, then we can still use a similar pattern, but instead of sports analogies we could turn it into consumer type language...


Short example:

A better understanding of consumers buying habits, will help you make better and more profitable business decisions

Imagine... Instead of just guessing what your customers want to buy, you can now use data analytics, and deep learning intelligence, to make strategic decisions. And give your customers exactly what they want, when they want it, based on scientifically determined patterns of consumer behavior.


For church groups, we turn it into religious language. For medical organizations, we use medical terms.

Are you starting to see where this is going, Joe? Different language resonates with different audiences. But whatever you do... it always needs to speak to THEM, with the language of "what's in it for them."


On a side note: I'd recommend staying away from the political groups for the time being. At least until this whole Facebook / Analytica scandal works it's way through the current news cycle. (could take weeks... could take months. Depending on what other scandal of the day shows up in the news cycle?)

Otherwise we might find ourselves spending an inordinate amount of time, and energy, convincing potential clients that they won't end up testifying before congress, or parliament (or whatever government regulated consumer protection panel you guys have in China?) about how all this data is being collected, and used.



There are others who can help you out with SEO, far better than I could.

But as far as advertising... It's not really rocket science. It mainly comes down to getting the right message, in front of the right audience (at the right time)


If you just throw out a generic message, to anyone with eyes and ears... your response rate will be minimal, at best. That's basically a "spray and pray" method. You're spraying the market with your message, and praying that it resonates with some people.

Now, if you have millions of dollars in your advertising budget, then you can certainly start a mass marketing, brand awareness, campaign. And eventually you'll get some business.

But, if your budget is somewhat more limited, then we need to use a more targeted approach. Which brings us back to narrowing down your initial target audience.


Pick a primary audience to start with. If you choose small to medium size businesses, then we need to find out what those business leaders are currently concerned with, and how it relates to (or how we can tie it together with) data analytics.

Here's where you'll want to find a data scraping company that can help you learn the most relevant concerns, that these businesses currently have. (I hear there's a company called Deeptenger that has some pretty good software solutions for this type of data mining?)

Then we use that data to create a relevant message, and put that message where these business leaders are hanging out.


Of course, you can simultaneously create more than one campaign, for different audiences. But ideally, you want to create each one separately, and put different messages in front of different audiences.



Now, before this reply gets too much longer (and becomes a full length novel) I'll just add a couple more tidbits of observation for you...

I just checked out your ads (from a year, or so, ago) on webmastersun. And I gotta be honest with you, Joe...

Some of the copy on your ads is better, and more compelling, than the current copy on your website. (less technical jargon... and more benefit driven)


For your lower priced offers, I would personally lean towards more of that type of copy.

And if it didn't produce any leads for you in the past, then maybe we should get it in front of a different (or just larger) audience.

Heck, you've already got the copy... so you might as well test it out in a few more targeted places. And from there, (after a few thousand likely buyers have seen it) we can look at the numbers and decide if it's worth tweaking it, or trying a different approach.


For your higher ticket offer (the one that's on sale for $7,000... but retails for $50,000) I see you got a couple inquiries on that forum, but I'm guessing it didn't convert too well for you?

Personally, I'd recommend making that copy a bit more sophisticated, and getting it in front of a different audience. (Instead of just putting it on an open forum, where most people are looking for cheap solutions, for expensive problems)

A high ticket offer like that would likely do better, placed where more affluent buyers might see it (perhaps the Wall Street Journal, or other business publications) And you'll need to adjust the sales copy accordingly.


I could go on, but this post is already getting a bit long. So, I'll just leave it here, for now.

I do have a couple more ideas if you're interested. But they're probably not relevant to anyone else on this forum (besides you) and I don't want to bog down the conversation here any more than I already have. So if you want to PM me, I'd be happy to share my thoughts with you.

Anyway, I wish you the best of success with your venture.

All the best,
SAR