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Path scenarios

Path scenarios

Determining path scenarios

How to influence visitor behaviour by providing paths of information.

If you could find a way to anticipate, respond to, and influence your visitor behaviour, it seems reasonable to assume that the levels of success you are currently experiencing from your website would be greatly improved. 

In order to successfully influence your visitors, the following concepts require consideration: 

  • Know the purpose of your website: Put measures in place to track its success. 
  • First time visitors are special: You must have processes in place to encourage your first time visitors to want to return. 
  • Nurture your visitors: Visitors will only turn into customers once they are comfortable with the relationship. This means that they will more than likely have visited your website several times before a commitment is made.
Zone path analysis diagram

Zone Path Analysis

The first section, labelled ZONE PATH ANALYSIS, shows five overlapping ovals.

Each oval represents the set of articles that responds to the style of questions for each zone.

The principle of information architecture is to present information appropriate to the visitor, satisfy their current anxieties and help to build trust. The objective is therefore to guide the first time visitor through each of the zones, becoming returning visitors, until they are ready to commit to your call to action.

The second section, labelled POSSIBLE PATH SCENARIOS, shows five overlapping ovals with a series of coloured lines.

As the previous diagram, each oval represents the set of articles that responds to the style of questions for each zone. Each coloured line represents the path a visitor takes when reading the articles on your website.

The third section, labelled TRUST / ANXIETY LEVEL ANALYSIS, shows the change in trust and anxiety levels as the visitor moves through the zones.

Anxiety is represented by the green line, trust is represented by the blue line. The zones are represented as red vertical lines on the x-axis of the graph and are in line with the ovals above. Although the level of trust will slowly improve with increasing number of visits, their anxieties will rise and fall.

Customer journey

The customer journey

The visitor anxiety levels will initially be high in zone 1 as they know very little about you and not know whether you can solve their problems. 

As the visitor learns more about you and your products and services, their anxieties will lessen. But they will rise again when the visitor searches for assurance that you can actually deliver. 

By analysing the trust and anxiety levels of your visitor at any given point, you can support and influence their decision making process by providing information written in an appropriate style. 

The fourth diagram, labelled SUGGESTED WRITING STYLES, shows two coloured bars that represents the two writing styles. 

The green bar represent articles written in an impartial style. The orange bar represent articles written in a persuasive style. 

While the visitor remains within a given zone, trust can be improved and anxiety levels reduced by presenting impartial information to the visitor. 

During the transition between zones (the unmarked zones between the red lines), the visitor can be motivated to move to the next zone by presenting persuasive arguments that outline benefits and delivery of results. 

As the visitor anxiety levels fall, more persuasive articles can be presented to help influence the visitor to move to the next zone. As the visitor anxietly levels rise, more impartial articles can be presented to help build trust. 

Marketing Workshops

Try our marketing workshops for FREE

The first FREE introductory workshop will cover the Business Posture section of the Strategy Builder training programme. 

This 45 minute call will cover the following areas: 

  • Splitting your marketing activities into customer acquisition and customer nurturing marketing strategies 
  • Add clarity to your objectives by asserting a well defined USP 
  • Generate a business posture by presenting value and results combined with your passion to deliver 

The complete workshop programme includes Marketing Analysis, Content Marketing, Information Architecture, Improving Communication and Measuring Success. These workshops can be arranged as 45 minute telephone / Zoom calls to be held once a week (a time and day that fits). Those companies who wish to take this further can arrange one-2-one training or join an existing workshop group held on Wednesdays or Thursdays.

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Question zoning

Question zoning

Question Zoning

How to Derive what Your Visitors Want to Know and in What Order.

Question Zoning aims to improve the quality of communications with your visitors and hence improve the level of success you are experiencing from your website. 

From your visitors point of view, they are looking for information to satisfy their wants and needs. For them, a great website is one that delivers the results they are looking for efficiently and honestly. 

From your point of view, you want your visitors to turn into long term customers. For you, your website will be a success if it reflects the passion behind your business and attracts great customers. 

Both can be achieved by ensuring that your visitors are being provided with the information they are looking for and yet know that more information is available on their return visit. 

Question Zoning uses the information obtained from your Marketing Analysis exercises. This enables you to collect anticipated customer questions based on scenarios and quality issues. The responses you create will be used to guide and nurture your visitors to become returning visitors and eventually customers.

Customer relationship analysis

Marketing Analysis Re-cap

This section extends the exercises covered in Strategy builder: Marketing Analysis. 

Please review the sections below if you are not familiar with these exercises: 

Deriving Quality Issues 

Customer Relationship Analysis: Analysing your existing relationship with each customer or prospect type and reviewing their existing or perceived qualities. Customer Scenarios 

Customer Scenario Analysis: 

Analysing individual customer types with a specific quality issue and identifying relevant scenarios that describe their situation.

Collecting and grouping questions

Collecting and Grouping Questions

The five zones below are designed to collect similarly styled questions. 

The style of questions take the customer from first time visitor, who know little about your product, service or business, down to prospective customer who are ready to buy and looking for specific information. 

The objective of this exercise is to be able to provide the right kind of information that gets straight to the point so the visitor doesn't end up having to trawl through pages of sales literature only to be dissapointed that the information doesn't provide the right level of detail.

Can you solve my problem

Zone 1: Can You Solve My Problem?

Visitor commitment assumptions

You must assume that there will be no visitor commitment at this stage. The visitor will not know anything about you and not even know if you can solve their problem.

Product/Service/Business familiarity

You must assume that the visitor has a basic level of understanding about the kind of product or service they are looking for, but will know nothing about you, or how different your product and services are.

Visitor anxieties

Visitor anxiety will be very high. They will have fixed opinions on how to solve their problem. They will want to know if you have solved similar problems and at least understand their problem. They will probably be unaware of any alternative solutions, and have a healthy scepticism of any suggestions at this stage.

Question style

The questions asked will reflect their high anxieties. The style of questions will be specific and results orientated. Examples would be:

  • "I've Got this problem...",
  • "How do I...",
  • "Need a {product/service} can you help?",
  • "Need advice on {general}..."

Visitor expectations

At this stage, the visitor will be looking for empathy and trust. You should respond with impartial advice and case studies that reflect similar customer scenarios.

Visitor direction

The response you provide will have a purpose to either build trust (educate and nurture) and keep the visitor within this zone, or empathise and persuade them to move the to next zone, "Will it work for me?" (capture and hold).

Will it work for me

Zone 2: Will it Work for Me?

Visitor commitment assumptions

You can assume that there will be a low level of visitor commitment at this stage as they know you might be able to solve their problem. The visitor will still know little about you and not even know if your solution will work for them.

Product/Service/Business familiarity

The visitor will still have a basic level of understanding about the kind of product or service they are looking for. They will know a little bit more about you, and may be more open to your suggestions and ready to see how different your product and services are.

Visitor anxieties

Visitor anxiety will be high. Their specific problem will be different or unusual in some way, and they will want to know under what criteria your solution will work for them. They may be more open to suggestions on how to solve their problem. They will still want to know if you have solved similar problems and at least understand their problem.

Question style

The questions asked will reflect their high anxieties. The style of questions will be specific and results orientated. Examples would be:

  • "It needs to be able to {specifics}...",
  • "Will it work under these conditions...",
  • "I have these circumstances...",
  • "Need advice on {specifics}..."

Visitor expectations

As the previous stage, the visitor will be looking for empathy and trust. You should respond with impartial advice and case studies that reflect similar customer scenarios. If you have alternative solutions then the 'feel-felt-found' technique would be a good persuasive introduction to consider new concepts.

Visitor direction

The response you provide will have a purpose to either build trust (educate and nurture) and keep the visitor within this zone, or empathise and persuade them to move the to next zone, "What's in it for me?" (capture and hold).

Whats in it for me

Zone 3: What's in it For Me?

Visitor commitment assumptions

You can assume that there will be a stronger level of visitor commitment at this stage as they know you will be able to solve their problem. The visitor will be beginning to learn more about you and be interested in the benefits you offer.

Product/Service/Business familiarity

The visitor will have a better level of understanding about the kind of product or service they are looking for. They will know your products and services to some extent, but want to see how you differentiate from other businesses.

Visitor anxieties

Visitor anxiety will be low. Their specific issues will be in identifying the value and results you offer.

Question style

The questions asked will reflect their low anxieties. The style of questions will be benefit orientated. It could be they may be comparing an existing solution with you. Examples would be:

  • "What's so different about...",
  • "What are the benefits over my existing solution...",
  • "What are the short/long term benefits...",
  • "What are the cost savings..."

Visitor expectations

The visitor will be looking to see how you differentiate yourself. When persuading, you should respond with strong benefit statements. When informing, you should respond with impartial advice and case studies that reflect customer decisions based on your benefits.

Visitor direction

The response you provide will have a purpose to either build trust (educate and nurture) and keep the visitor within this zone, or empathise and persuade them to move the to next zone, "Why should I choose you?" (capture and hold).

Why should I choose you

Zone 4: Why should I Choose You?

Visitor commitment assumptions

You can assume that there will be strong level of visitor commitment at this stage as they will probably have decided to favour your products and services over the competition. The visitor will now want to learn more about your business history and be interested in what assurances you offer.

Product/Service/Business familiarity

The visitor will by now have a high level of understanding about the kind of product or service they are looking for. They will know your products and services quite well, but want to see more about your systems infra-structure and support.

Visitor anxieties

Visitor anxiety will be high. Their specific issues will be the stability of your organisation and whether you can provide the assurances they are seeking.

Question style

The questions asked will reflect their high anxieties. The style of questions will be probing for weaknesses in your organisation. Examples would be:

  • "What guarantees do you offer?",
  • "How long have you been operating?",
  • "Can you support this {product/service}?",
  • "Will the service levels change over time?"

Visitor expectations

The visitor will be looking to see how your organisation can support the products and services you offer. When persuading, you should respond with strong benefit statements. When informing, you should respond with impartial advice and case studies that reflect customer decisions based on your assurances.

Visitor direction

The response you provide will have a purpose to either build trust (educate and nurture) and keep the visitor within this zone, or empathise and persuade them to move the to next zone, "What's next?" (capture and hold).

terms and conditions

Zone 5: What's Next?

Visitor commitment assumptions

You can assume that there will be a very strong level of visitor commitment at this stage as they will have decided to use your organisation. The visitor will now want to learn more about the product roll-out and any contractual and support information.

Product/Service/Business familiarity

The visitor will by now have a high level of understanding about the kind of product or service they are looking for. They will know your products and services very well, but want to see more about deliverables and the fine details of any contracts.

Visitor anxieties

Visitor anxiety will be low. Their specific issues will be the details of the immediate deliverables, and any information regarding long term contracts and support.

Question style

The questions asked will reflect their low anxieties. The style of questions will be seeking negotiation or confirmation of variations. Examples would be:

  • "How much is it?",
  • "What exactly do I get?",
  • "When can you deliver?",
  • "Where do I sign?"

Visitor expectations

The visitor will be looking to see for commitment from you and a process to follow to receive the deliverables. When persuading, you should respond with strong benefit statements. When informing, you should respond with impartial advice and case studies that reflect customer expectation based on your deliverables.

Visitor direction

The response you provide will have a purpose to either build trust (educate and nurture) and keep the visitor within this zone, or empathise and persuade them to become a long term customer.

Marketing Workshops

Try our marketing workshops for FREE

The first FREE introductory workshop will cover the Business Posture section of the Strategy Builder training programme. 

This 45 minute call will cover the following areas: 

  • Splitting your marketing activities into customer acquisition and customer nurturing marketing strategies 
  • Add clarity to your objectives by asserting a well defined USP 
  • Generate a business posture by presenting value and results combined with your passion to deliver 

The complete workshop programme includes Marketing Analysis, Content Marketing, Information Architecture, Improving Communication and Measuring Success. These workshops can be arranged as 45 minute telephone / Zoom calls to be held once a week (a time and day that fits). Those companies who wish to take this further can arrange one-2-one training or join an existing workshop group held on Wednesdays or Thursdays.

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Elements of writing great content

Elements of writing great content

Seven key elements of writing great content

Learn the seven key elements of writing great content

To be confident of generating the best possible response, turn your copy into a presentation that attracts your prospects, keeps them riveted with interesting arguments and persuades them to respond in the way you want with 7 key elements of writing copy. Here are the seven key elements of writing copy:

Headline

1: The headline

Create a compelling hook to bring the visitor to your copy. 

With a strong benefit orientated headline, you’ll capture the attention of the kind of visitor you want to read your copy. If you have an offer or a strong purpose behind the article, include this in the headline to increase the response even more.

Writing Styles

2: The promise

Set the scene with the reason why the visitor should read on. 

This will be the purpose or agenda of the copy you are presenting to the visitor. By outlining what the rest of the copy is about and what the visitor will gain by reading it, you are helping them to make the decision whether they should stay on this page, or click away. Either way this is a healthy state, as the visitor will know what the page is about and the frustration of trying to find the detail they are interested in will be avoided.

Potent

3: The benefits

Present the arguments and what the specific benefits the reader will get. 

This can be achieved by converting your product or service features into benefits tuned specifically to the type of visitor you are looking for. Keep them riveted by following a logical and organised path that outlines the message you are discussing. Clear milestones will be seen and the reader will feel that ground is being covered.

photograph

4: The proof

Provide evidence to back-up your arguments. 

This can be one or more of the below: 

  • Case study 
  • Testimonial 
  • Photographs 
  • Fact sheets 
  • Table of figures 
  • Reference to other documents or websites
Consequences

5: The consequences

From a business perspective, identify the main differences between where they should be and where the visitor currently stands. 

Be explicit in defining what the visitor would be losing if they took no action. If you have already graphically expressed your benefits in terms of gaining momentum, you can also use lost time as a consequence.

Summary

6: The summary

Consider the most important part of the message you want them to remember. 

Rephrase these most important benefits to drive the point home.

Front-end marketing

7: The call to action

The call to action is the closing of the contract and outline the next step. 

If the purpose of the copy was well defined in the ‘promise’ section, and the ‘benefits’ section fulfilled the agenda, then the call to action will be the closing of the contract and outline the next step. 

The next step should be clear and logical and appear to be as simple as possible.

Marketing Workshops

Try our marketing workshops for FREE

The first FREE introductory workshop will cover the Business Posture section of the Strategy Builder training programme. 

This 45 minute call will cover the following areas: 

  • Splitting your marketing activities into customer acquisition and customer nurturing marketing strategies 
  • Add clarity to your objectives by asserting a well defined USP 
  • Generate a business posture by presenting value and results combined with your passion to deliver 

The complete workshop programme includes Marketing Analysis, Content Marketing, Information Architecture, Improving Communication and Measuring Success. These workshops can be arranged as 45 minute telephone / Zoom calls to be held once a week (a time and day that fits). Those companies who wish to take this further can arrange one-2-one training or join an existing workshop group held on Wednesdays or Thursdays.

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Information architecture

Information Architecture

Information architecture principles

A new way of thinking about managing the growth of your website. 

As your website evolves, three areas of influence will determine the calls for change: 

  • Graphic design changes will be implemented to keep your website synchronised with your branding and style guides. 
  • Content will be added to your website to help inform your customers about your latest products and services. 
  • Customer interaction, such as ecommerce, personalisation and application style features, will be added to reflect the current demands and expectations of your customers. 

Your content management system, with a good style guide or style-sheet, will give you a certain level of consistency when implementing these changes. But there will always be some inherent flaws in the structure of your website if you avoid the principles of Information Architecture.

Website strategy

Introducing Information Architecture for your website

No matter how well your website is organised, the following issues will present serious challenges to the development and structure of your website:

Ability to find information 

Even if your content management system has a search facility, this may not be enough to find the right information. Confusing site structure and unhelpful search results will deter your customers from persevering with their search, give up and look elsewhere. 

Navigation and scalability in content structure 

With traditional brochure style websites, where the content is directly linked to static menus, the information is fixed by the heirarchy of the pre-defined menus. You can modify and redesign your menus, but fundamentally the problem still remains – your website has not been designed to handle content beyond the menu structure. When you add more content, you are constantly challenged by deciding where it belongs. 

Keeping your content fresh and relevant 

Every time you add an article to your website, is there an expiry date associated with it? How do you classify and cross reference past articles that cover similar subjects? 

Access control 

Are there parts of your website that you wish to protect your privileged information? How do you manage access to these areas? Is it clear what articles belong to these access levels? 

Information architecture is the science of organising, ordering, categorising and labelling information. Its purpose is to make your website easier to use and easier to find the information your visitors are looking for. If you have high quality content, then incorporating information architecture will maximise its effectiveness. 

The benefit of implementing information architecture brings you the ability to create collections of paths, or series of pages, which your customers can take. Navigation will then be based on guiding your visitors through these paths you have anticipated and planned for.

Internal links

What Information Architecture Can Do for You.

Here are four things to investigate and improve on your website:

Improve your internal linking.

For the human visitor as well as the major search engines, having a good internal structure will improve your visibility and help to add context to your content by providing access to the bigger picture. 

Better navigation.

By classifying your content, you can incorporate additional navigational tools, such as: 

  • tag clouds - a collection of keywords that connect all pages that contain the same keyword, 
  • related links - a way of controlling which articles you would like the visitor to read next.

Capture and hold interest.

Having the capability to manage the flow of information will give you the power to capture and hold the interest of your customers. This will improve your website ‘stickiness’, and help to build up a relationship through multiple visits not normally possible without direct communication. 

It is this stickiness factor that will determine how successful your website becomes in terms of how well it can capture and convert prospects into customers. 

By managing the flow of information, you will be able to provide something new for your customers each time they visit. What’s more, you will be able to use a language that they understand for each stage of your buying process. 

Nurture and educate with auto-responders.

Auto-responders are newsletter-like emails that can be made to be very specific and hence higher in value. People who subscribe to your auto responders will receive highly tuned information according to their request. The auto responder emails will help to guide them down a specific path, with the appropriate links to your website, that gives them timely and valuable information in order to make an informed decision. 

When combining newsletters with auto responders, you will have the ability to build credibility and trust with your customers and prospects. By giving them impartial information about the current thinking in your business area in your newsletters, you can provide opt-ins in your newsletters to subscribe to auto responders for people wanting more information.

Netflare has developed a comprehensive method of implementing ‘quality-issue’ focused information architecture for your website.

This is based on 3 processes as below:

Zone path analysis

1: Zone Path Analysis

Marketing Analysis Re-cap.

The first step in zone path analysis is performed by reviewing the relationships with your customers and determining the quality issues that need to be overcome to improve those relationships. By considering different scenarios where those quality issues are encountered, then you can empathise with the customer and present questions they might ask. 

Question Zoning.

The principle of question zoning is to collect similarly themed customer questions and group them into a series of zones that reflects the level of commitment from the customer. 

Each zone incrementally strengthens your relationship with the visitor by responding to their current quality issues and provides impartial advice and information appropriate to their current style of question.

The zones are based on a style of questioning listed below: 

  • Zone 1) Can you solve my problem? 
  • Zone 2) Will it work for me? 
  • Zone 3) What’s in it for me? 
  • Zone 4) Why should I choose you? 
  • Zone 5) What’s next? 

Determining Path Scenarios.

Now that you have a comprehensive list of customer questions grouped into the 5 zones, you can derive relevant responses and generate path scenarios that takes your visitor through a nurturing process. 

Article Classification.

You can create a heirarchical classification of terms to classify your articles and associate articles that belong to the same zone. Impartially written articles will be specific to a particular zone, but persuasively written articles will be classified in multiple zones in order to guide the visitor to the lower zones.

Elements of writing great content

2: Writing Styles

Two styles of writing content are used in order to effectively guide your visitor through the zones. 

Writing in an impartial style will help to win the trust of your reader. You should use an impartial style when writing advice, methodology, empathy, or how-to type articles for a given customers point of view or quality issue. 

Writing in a persuasive style will help to focus the reader on the benefits of your point of view. You should use a persuasive style when writing about the benefits of your products, your services and your business in general.

Reliance

3: Building Trust

Create layers of trust to build a product and service portfolio to suit the situation and the relationship with your customers. 

As your customers begin to trust you more, you can make more available to them in terms of delivering higher value products and services. 

Instead of viewing your website as a collection of individual pages that attempt to persuade your customer to buy your products or adopt your services, consider it as a medium that communicates at multiple levels to your customers. 

With information architecture, you will be able to build relationships with your customers automatically on your website by implementing methods of controlling the flow of information.

Marketing Workshops

Try our marketing workshops for FREE

The first FREE introductory workshop will cover the Business Posture section of the Strategy Builder training programme. 

This 45 minute call will cover the following areas: 

  • Splitting your marketing activities into customer acquisition and customer nurturing marketing strategies 
  • Add clarity to your objectives by asserting a well defined USP 
  • Generate a business posture by presenting value and results combined with your passion to deliver 

The complete workshop programme includes Marketing Analysis, Content Marketing, Information Architecture, Improving Communication and Measuring Success. These workshops can be arranged as 45 minute telephone / Zoom calls to be held once a week (a time and day that fits). Those companies who wish to take this further can arrange one-2-one training or join an existing workshop group held on Wednesdays or Thursdays.

I'm interested in
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Privacy Policy

Privacy Policy

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Terms of Service

Terms of Service

GENERAL

In these terms and conditions of trading “Netflare” means Electronic Overtures Limited. “The Customer” means the customer to whom Netflare agrees to supply goods. “Goods” mean any goods supplied by Netflare to the customer. These terms and conditions shall apply to all contracts entered into between Netflare and the customer unless agreed to the contrary in writing by an authorised officer of Netflare. Unless otherwise agreed in writing by Netflare (the supplier) these conditions which supersede any earlier sets of conditions appearing in the supplier’s catalogues or elsewhere shall override any terms or conditions stipulated incorporated or referred to by the buyer whether in the order or in any negotiations and all guarantees warranties or conditions (including any conditions as to quality or fitness for any particular purpose) whether express or implied by statute common law otherwise are excluded and hereby negatived.

ORDERS

All orders are subject to the availability of the goods and to written acceptance by Netflare. Any prior indications by Netflare by telephone E-mail or verbally shall be provisional only. Limited stocks means that certain goods may only be available on a first come first served basis. Netflare shall not be liable for the unavailability of any goods whether for delivery or for collection..

PRICES

Catalogue, prices lists and other advertising or promotional material are intended to provide an indication as to the price range of the goods offered by Netflare and no variations shall give rise to a claim against Netflare. Netflare reserves the right to pass on to the customer any increases or decreases in the cost of providing the goods that occur between the date of quotation and delivery. All prices quoted are exclusive of VAT at the standard rate.

MANUFACTURERS SPECIFICATION

The customer recognises that Netflare is only a distributor of the goods. Although Netflare will try to notify the customer of any variations in specification of which it is aware the customer accepts that Netflare cannot be accountable for the consequences of any such variations made by the manufacturer or any shortage of supplies.

DELIVERY

  1. Dates and times quoted by Netflare for delivery run from the receipt by Netflare of a written order. All dates and times quoted are estimates and any delay in meeting delivery dates will not give rise to a right to cancel the order or a right to any form of compensation or damages.
  2. Offers for good ex-stock are subject to the goods being unsold at the time of receipt of the customers order.
  3. Unless specifically included in the quotation, prices quoted do not include delivery, any delivery charges incurred by Netflare will normally be passed on to the customer, subject to any scale charges employed by Netflare at the time.
  4. Netflare reserves the right to make part deliveries. Any request by the customer for Netflare to delay or split delivery may result in a stockholding charge and any additional costs incurred by Netflare being debited to the customer.
  5. The customer must check the goods before use or resale and in any event within the time limit specified in clause (11), no liability can be accepted for the consequential loss arising from a breach of this condition.

PAYMENT

  1. Unless agreed to the contrary in writing all invoices are payable by cash or cheque before shipment of the goods or against a pro-forma invoice whichever is the earlier. If the customer is an approved account holder invoices are payable within 30 days of the invoice date. Any right or set-off in favour of the customer and against Netflare is hereby excluded.
  2. If the customer fails to make payment as provided for above Netflare shall have the right, in addition to any other remedies it may wish to pursue to charge interest on overdue accounts at the rate of 2% per month until payment is received.

FORCE MAJEURE

Netflare shall not be liable for any loss whatsoever suffered by the customer in the event of cancellation of the agreement to supply the goods if the supply of such goods would be illegal, contrary to manufacturers conditions of sale or impossible for Netflare to perform.

INSOLVENCY

In the event that the customer is declared insolvent or compounds or makes any arrangement with it’s creditors or has distress levied against its goods or assets or has a receiver or liquidator appointed Netflare shall have the right to suspend deliveries until payment has been made goods already supplied and for all outstanding orders.

TITLE AND RISK

  1. Risk in the goods shall pass to the customer at the time of delivery to or collection by the customer or its agent whichever is the earlier.
  2. Legal and beneficial ownership of the goods shall remain with Netflare until it has received payment in full for the goods. Until that time the customer accepts that it holds the goods in a fiduciary relationship as Netflare bailee and will store the goods so as to identify them as the property of Netflare and keep them free from any charge or encumbrance.
  3. Even before title passes, the customer may sell and deliver the goods to a third party but only on behalf of and to the account of Netflare. Until Netflare has been paid in full for the goods the customer shall be liable to account to Netflare for the proceeds of sale and shall keep such proceeds, including the proceeds of any insurance claim, apart from other monies. Netflare shall have the right to inspect any records relating to the customers dealings with the goods and the proceeds of sale.

CONSEQUENTIAL LOSS

All liability for any loss of any nature including consequential loss arising out of the use or supply of the goods is hereby excluded.

RETURNS

  1. All goods shall be deemed accepted unless rejected within 72 hours of delivery/collection of the goods. Notice of rejection must be confirmed in writing giving detailed reasons for rejection. No compensation, credit or right of set-off shall be given by Netflare until the same has been received by Netflare from the manufacturer, supplier or insurer as the case may be, Goods incorrectly ordered by the customers shall be returnable only at the sole discretion of Netflare and subject to a return charge of 15% of the net order value, and the recovery of the delivery costs for the original order.
  2. Any goods being returned for any reason must be packaged in such a way that they are received in the same condition as when they were shipped to the customer, otherwise the amount of credit will be reduced to its resale value.

RETURN PROCEDURE

Before returning any goods to Netflare the customer shall notify Netflare by letter facsimile or E-mail of its desire to return the goods together with the reason for the return.

NON DELIVERY

Non delivery of any consignment or part thereof within 14 days of the date of invoice from Netflare must be notified in writing to Netflare.

Website Terms and Conditions

Website Terms and Conditions

By accessing this site, you agree to the following terms and conditions and other applicable law. If you do not agree to be bound by these terms and conditions, please do not use this site.

All the information and material provided on this web site is solely for illustrative purposes. It is not intended to, and does not create any business, contractual or employment relationship with Electronic Overtures Ltd. All the information, content, text, images, including but not limited to html code, photography and buttons are the property of Electronic Overtures Ltd, and may not be copied, reproduced, republished, posted, transmitted, or distributed in any way without our express, advance, written consent. All trademarks used or referred to in this site are the property of their respective owners.


The information on this site is provided free of charge and for informational purposes. It does not create a business, employment or professional services relationship between you and Electronic Overtures Ltd. Links on this site may lead to services or sites not operated by Electronic Overtures Ltd. No judgement or warranty is made with respect to such other services or sites and Electronic Overtures Ltd takes no responsibility for such other sites or services. A link to another site or service is not an endorsement of that site or service. Any use you make of the information provided on this site, or any site or service linked to by this site, is at your own risk.


This site is provided "as is" and Electronic Overtures Ltd expressly disclaims all warranties of any kind, whether express or implied, including the warranties of merchantability and fitness for a particular purpose. In no event shall Electronic Overtures Ltd, or any of its employees or contractors, be liable for any damages whatsoever in connection with the information or material on this web site, including but not limited to actual, consequential, direct, exemplary, incidental, indirect, punitive or special damages. "Netflare" and the Electronic Overtures Ltd logos are trademarks of Electronic Overtures Ltd.

Front-end marketing

Front-end marketing

Front-end Marketing

How to Introduce a Successful Front-end Marketing Strategy.

Front-end marketing is all about customer acquisition. As the lifetime value of a customer will make the cost of acquisition relatively insignificant, you can focus on adventurous ways to attract your prospect to make that leap and give you a try. The experience they gain from your high quality products and services will mean they stay as long term customers.

The 3 key points to mastering successful front-end marketing are: 

  1. Make it irresistible so that your prospect cannot pass by without noticing you;
  2. Make the next step simple, clear, easy and risk free;
  3. Backup your marketing with information that substantiates your promise.
Free workshop

Create Irresistible offers

Consider what part or aspect of your offer you could make available for a substantially reduced price, or even free. 

Be adventurous and imaginative in your ideas. Create a long list and fine-tune them to a few good candidate offers you are happy to run with. 

Use direct response style copy to promote your offer ideas. The copy would be written specifically for a targeted customer type and provide enough information and proof to make the offer absolutely irresistible. 

Test these offers to find which ones appeal to your prospects.

Call to action

Create a compelling call to action

By identifying the customer type, you will know what reservations, what hesitations and what levels of resistance to buy that prospect will have. 

By making the next step small and risk-free, the prospect is more likely to be encouraged to give it a try. Provide impartial advice together with clear exit paths so that your prospect knows they can walk away at any moment. 

Examples of simple and risk-free next steps are subscribing to newsletters or email subscription services, or downloadable reports and fact-sheets.

Promise

Substantiate your promise

The offer must be backed by additional information that substantiates the promise and provides high levels of credibility. 

Once a prospect subscribes to the newsletter or enters their email in order to download a free report, they will be added to auto-responder follow-up emails to provide further information. The purpose of this is to satisfy the questions “Why should I buy from you?” and “Will this really work for me?”. 

You can then build up a strong portfolio of offers to make your investment in customer acquisition pay for itself many times over to produce an extremely successful and powerful front-end marketing strategy.

Lead generation

Lead Generation Strategies

Prepare your marketing strategies based on your passion, motive and differentiation.

Then you can confidently collect your own targeted list from your website or any advertising campaign. 

The enquiries can be intelligently captured, categorised and followed-up using smart marketing strategies.

No quibble warranty

Improving your Conversion rate

Measuring the success of your lead generation activities will help you improve and better define your ideal prospect type. 

By being as specific as you can when looking for prospects, your conversion rate can only improve. Most businesses do not measure their marketing and are doomed to repeat their failures until their enthusiasm withers. 

This is where all your hard work in preparing your front-end marketing strategies will start to deliver the results you are looking for. With the right planning, your passion, motive and differentiation will enable you to demonstrate the credibility you need to start attracting the right visitors who have the problems you can help solve. 

With direct response style marketing copy that contains as many benefits to your targeted prospects as you can think of, you’ll be able to provide compelling reasons for the right visitors to stay and encourage them to provide their contact details. 

By offering regular impartial and valuable information through newsletters and auto-responder email, you’ll be able to comprehensively follow-up all enquiries. Only by freely giving and sharing your help and advice, you’ll be able to gain the trust of the visitor and continue to build the relationship and eventually turn them to great customers. 

If you want to build your website on solid foundations and actually deliver results, then only by implementing these powerful marketing strategies will your website attract the strong leads for you to follow up with valuable information to win their trust.

Marketing Workshops

Try our marketing workshops for FREE

The first FREE introductory workshop will cover the Business Posture section of the Strategy Builder training programme. 

This 45 minute call will cover the following areas: 

  • Splitting your marketing activities into customer acquisition and customer nurturing marketing strategies 
  • Add clarity to your objectives by asserting a well defined USP 
  • Generate a business posture by presenting value and results combined with your passion to deliver 

The complete workshop programme includes Marketing Analysis, Content Marketing, Information Architecture, Improving Communication and Measuring Success. These workshops can be arranged as 45 minute telephone / Zoom calls to be held once a week (a time and day that fits). Those companies who wish to take this further can arrange one-2-one training or join an existing workshop group held on Wednesdays or Thursdays.

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Differentiation

Differentiation

Differentiation

How to differentiate your business from your competitors

Using a unique selling proposition (USP) in your promotion and sales activities by highlighting your unique benefits will greatly improve its effectiveness. USPs help your customers to save time when considering buying a product or service by helping them to differentiate between you and your competition and focus on your key benefits. 

But differentiation is not just about finding your USP, it is about aligning your business with your passion and ensuring your primary motive is geared to deliver value and results to your customers. 

Once you have achieved this, you will be able to posture your business to reflect your passion and your motives. Your business will be the only one that will have these qualities because they are unique to you. With this uniqueness, you will now be able to present much more powerful marketing strategies that will differentiate your whole business and not just your products and services from all your competitors.

Crowd

How to Posture Your Business to Reflect the Value and Results you give

In order to visibly reflect the value and results you give, your posture must start by defining the core of your company ethics. 

This will be the foundations from how you build what want out of your business, how you want to be seen and how you want to behave. 

By making your company ethics clear to your customers in everything you do and everything you say, you will be creating an environment that reflects the value and results you give. 

For each product or service you currently provide, consider what you freely give to make that product or service valuable to your customers. What could you give more that would truly reflect your differentiation and deliver more value and results? 

Consider what you currently share with your customers. How could you share more to reflect your differentiation and deliver more value and results? 

Consider how you currently serve your customers. How could you serve your customers better to reflect your differentiation and deliver more value and results?

Give share serve

How to give, share and serve more

  1. List the products or services you offer to your customers, starting with the product or service that you want to succeed and has the greatest potential.
  2. List the main features that deliver value and results and describe what it does with reference to:
    • Quality
    • Service
    • Delivery
    • Price
    • Functional characteristics
    • Technical characteristics
  3. Convert each feature into one or more benefits to target your customer. Ask yourself why these key features are important to the customer. List the problems each feature or key fact solves. How does the customer feel about the lack of this benefit?
  4. Another way to convert features into benefits is to add the phrase “which means that…” to the feature and consider how the customer benefits.
  5. Check if each benefit is standard and found in all competing products, or if different and unique to you (these are candidate USPs)
  6. Take a new piece of paper and draw three columns titled: GIVE, SHARE and SERVE
  7. For each benefit you see as something you give to your customer, put this in the GIVE column. For example, Cyan Cycles offers  specially selected high quality e-bikes with a 2 year warranty. The feature is the quality e-bikes on offer. The benefit is that the retailer doesn't have to take the risks in dealing with returns.  Warranty goes in the GIVE column.
  8. For each benefit you see as something you share with your customer, put this in the SHARE column. For example, Cyan Cycles shares its experience in calculating cadence to help the customer understand and assist in the choice of gears.
  9. For each benefit you see as something you serve your customer, put this in the SERVE column. For example, Cyan Cycles serves by providing online retailer support through its ticketing system.
  10. Now review each column and consider any additional benefits you could add that significantly improves your offering and is aligned with your posture.
  11. Review how you GIVE, SHARE and SERVE and consider how you score against your competition after these additional benefits. With the new found strength in your posture, highlight those areas where you score significantly higher. You can then use this differentiation in your headlines in all your marketing for any product and service. Note: USPs don’t last forever and you need to watch the competition regularly.
Marketing Workshops

Try our marketing workshops for FREE

The first FREE introductory workshop will cover the Business Posture section of the Strategy Builder training programme. 

This 45 minute call will cover the following areas: 

  • Splitting your marketing activities into customer acquisition and customer nurturing marketing strategies 
  • Add clarity to your objectives by asserting a well defined USP 
  • Generate a business posture by presenting value and results combined with your passion to deliver 

The complete workshop programme includes Marketing Analysis, Content Marketing, Information Architecture, Improving Communication and Measuring Success. These workshops can be arranged as 45 minute telephone / Zoom calls to be held once a week (a time and day that fits). Those companies who wish to take this further can arrange one-2-one training or join an existing workshop group held on Wednesdays or Thursdays.

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Take Ownership

Take ownership

Take Ownership

Why businesses get stuck in a loop of failure when it comes to changing and updating their websites

Knowing that the success of your website will affect the future of your business, it is no surprise when businesses ask “What works and how do I get it to work for me?” 

The fact that businesses ask this question reveals an awakening awareness that the challenge to face this issue must be dealt with sooner rather than later. Let's explore what options are available, discover how to take the bull by the horns and make headway to solving this issue, and get a website you know is right for you.

Perhaps the reason businesses get stuck in a loop is because businesses are faced with a dilemma: either choose to invest in a website and risk intangible rewards, or offer 'lip service' and risk losing ground to competition.

Social media

The Internet is changing the relationship with customers

Modern thinking businesses are beginning to recognise that the Internet is changing the relationship with their customers. 

Marketing using this new media is still very new, and maybe because the old rules are not working, finding new ways to communicate with their customers is testing their creativity. Most businesses are shaking their heads with frustration; the answer, for most, is yet to be found. 

Old style 'hit-and-run' marketing, using customer centred strategies and CRM (customer relationship management) data to broadcast your product is failing because everyone is doing the same. This style of marketing is becoming background noise – a nuisance. 

Using similar techniques for your website is no different. These fad strategies will attract businesses that are desperate for results, yet unprepared to discover the real reason why their marketing is not working. These are the ones that are stuck in a loop, and change their website according to the latest sales technique.

Marketing Workshops

Try our marketing workshops for FREE

The first FREE introductory workshop will cover the Business Posture section of the Strategy Builder training programme. 

This 45 minute call will cover the following areas: 

  • Splitting your marketing activities into customer acquisition and customer nurturing marketing strategies 
  • Add clarity to your objectives by asserting a well defined USP 
  • Generate a business posture by presenting value and results combined with your passion to deliver 

The complete workshop programme includes Marketing Analysis, Content Marketing, Information Architecture, Improving Communication and Measuring Success. These workshops can be arranged as 45 minute telephone / Zoom calls to be held once a week (a time and day that fits). Those companies who wish to take this further can arrange one-2-one training or join an existing workshop group held on Wednesdays or Thursdays.

I'm interested in
I am*
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