Frank's Files

Frank’s Files:

Learn how to sell on-line without discounting. Bonus lessons tell the detective story of how Indi is optimizing her e-commerce website with coaching from experts in the US and Europe. Files include audio recordings, screencast videos, emails, and notes. Author: Frank

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Course: How to sell online without discounts A detective story for retailers seeking sustainable sales growth Coming Soon: 1. If not discounts, then what? Because there's so much more you could be talking about with your customers Coming Soon: 2. How claiming your expertise helps stop discounting Because you've got so much more to say beyond 'here's a coupon code'... Coming Soon: 3. Why an understanding of "social style" makes marketing easier Because how you say it makes all the difference in whether they can hear it. Coming Soon: 4. How social style awareness supports a discount-free strategy Because discounts presume there's one reason to buy: price. And people are more complicated... Coming Soon: 5. How to create stories that sell products Because discounts are unsustainable as an alternative... Coming Soon: 6. How to sustain a dialogue for the lifetime of your customer Because we have so much more to say than "Come back and buy with this coupon code..." Coming Soon: 7. How to get inspired with a story-telling system Coming Soon: 8. How to communicate 'value' instead of 'savings' Because they're not the same, and discounts often confuse them. Bonus: How Indi is optimizing Jaivi.com (6) As Indi optimizes her e-commerce business, I've prepared lessons around specific areas of improvement How to choose and prioritise keywords for SEO Shahid Awan guides Indi through a process for picking words to suit her new product category Constructing web pages and placing keywords for SEO Keywords and copy in hand, Indi redesigns pages with help from Shahid Awan and Mel Henson Home page design: a tested approach to jump start conversion As she works through several iterations of her home page redesign, Indi learns a conversion-tested approach from Tim Ash Ecommerce software: ready to upgrade? Indi's plans to replace her shopping cart guided by Ernie Schell Sales-focused copy: how to improve mediocre writing to sell on-line Following Indi back to London, I learn how Indi plans to find copywriting inspiration for her least favourite products Triggered emails: how to create a welcome series of messages Kristen Gregory guides Indi through the critical first weeks of an opt-in subscriber Ideas for more bonus lessons from Indi (pending) Frank's ideas for more lessons he could create about Indi and Jaivi.com Pending: How to create compelling reasons for email opt-in before the order Wanting to warm up undecided prospects, Indi's new email strategist is full of proven ideas. Pending: Wrangling website checkout into a responsive funnel Craving automation to reduce phone calls, Indi refines the Jaivi.com shopping cart. Pending: How to cultivate powerful links for long-term visibility A chance meeting with link guru Eric Ward turns Indi on to this tactic with SEO implications. Pending: Understanding universal search results: media, real-time, and how to keep up Shahid Awan returns to guide Indi through the changing landscape of the SERP's. Pending: Create a dashboard of key performance indicators (KPI's) Wanting a summary of the health of her web sales channel, Indi fashions a dashboard Pending: How to plan email frequency in your peak season Deciding what to send, how often is where Dela Quist helps Indi for that special time of year. Pending: How to coordinate a remote team with 'agility' Jaivi's staff and vendors are global, so Patrick Pitman shows how to orchestrate their activities. Pending: How to tune a hosting environment for reliability and performance Tired of up and down load times and downtimes, Indi enlists Tim Deeson for help. Pending: Steer back into profitability with a shrewd bottom-line analysis Growing too fast, and then too slow, Jaivi recovers gracefully with help from Steve Gordon Pending: Where facebook fits in a 'content marketing' strategy Priorities, priorities. Indi's social media maven provides direction on when, how to facebook. Pending: Uncover offer opportunities buried in the data Miner extraordinaire Kevin Hillstrom shows Indi how the data yields offer ideas Pending: Re-energize an email list for peak season With falling response rates, Indi follows a plan to get more out of the mailing list. Pending: Design category navigation for optimal conversions Drew Davies follows up on the new home page, sweeping shoppers into the basket. Pending: How to get product photography to transform the shopping experience Certain better photos will boost conversion rates, Indi also suspects it'll save big on customer service. Pending: Aiming for iconic: how to establish a brand identity standard Multi-channel, social media, PR: Indi wants to preserve Jaivi's visual consistency & impact. Pending: How to optimize customer service pages to build buyer confidence Call center & fulfillment guru Steve Gordon tunes up Jaivi's methods. Sources (13) Ernie Schell Founder and Director of Marketing Systems Analysis, Manager of the Direct Commerce Systems Forum, software reviewer for US and UK trade publications, and frequent speaker at direct commerce industry... Will Dymott A multi channel specialist with over 13 years experience in all aspects of e-commerce and mail order retail gained by working in senior positions at some of the most respected brands on the web... Tim Ash Tim Ash leads SiteTuners.com, a landing page optimization firm that offers conversion consulting, full-service guaranteed-improvement tests, and software tools to improve conversion. His unique... Shahid Awan Shahid is Head of Search at Gamesys, one of the fastest growing businesses in the online gaming sector. In prior roles as Search Consultant at Mindshare and SEO Director at Walker Media, Shahid has... Andrew Davies Drew has served as lead designer on over 150 e-commerce stores selling products as diverse as ladies' lingerie and organic farming supplies. During the last eight years, he's worked extensively with... Mel Henson Mel Henson specialises in web and catalogue copy for multi-channel retailers. She heads up the copywriting agency ‘Words That Sell’ which has written copy for many leading UK brands including Shop.... Kristen Gregory Kristen Gregory is an Email Marketing Strategist at Bronto Software, helping clients build relationships and boost revenue via detailed, business-specific strategic advice on all facets of their... Patrick Gill Patrick spotted the online opportunity for his family business while still at college. Twelve years on, the business has mushroomed to include four online stores and two bricks-and-mortar outlets,... Dela Quist Dela is an Email Marketing Leader and CEO at Alchemy Worx, the UK's leading email marketing agency. He is a highly experienced expert email marketer with a strong background in digital media and... Tim Deeson Tim launched the online division of the Deeson Group in 2001 since when they have been creating great web sites and providing insightful consultancy to ecommerce clients, specialising in the... Patrick Pitman Patrick has been helping merchants sell online since 1996. His company, E-Business Coach, evolved to build an innovative, PCI-compliant hosted e-commerce platform that featured world-class marketing...	What SEO and social both ask of the retailer 22 Apr 2011 Revealing the levers of social commerce 10 Apr 2011 Match the message with the tool An update sent back to headquarters 10 Apr 2011 Email frequency: two approaches to what's 'enough' 10 Apr 2011 All set up and ready to go... The first of my periodic reports back to BB Cosmetics 20 Nov 2009

Files (secure)

Updates (open)

Course: How to sell online without discounts
A detective story for retailers seeking sustainable sales growth
- Coming Soon: 1. If not discounts, then what?
  Because there's so much more you could be talking about with your customers
- Coming Soon: 2. How claiming your expertise helps stop discounting
  Because you've got so much more to say beyond 'here's a coupon code'...
- Coming Soon: 3. Why an understanding of "social style" makes marketing easier
  Because how you say it makes all the difference in whether they can hear it.
- Coming Soon: 4. How social style awareness supports a discount-free strategy
  Because discounts presume there's one reason to buy: price. And people are more complicated...
- Coming Soon: 5. How to create stories that sell products
  Because discounts are unsustainable as an alternative...
- Coming Soon: 6. How to sustain a dialogue for the lifetime of your customer
  Because we have so much more to say than "Come back and buy with this coupon code..."
- Coming Soon: 7. How to get inspired with a story-telling system
- Coming Soon: 8. How to communicate 'value' instead of 'savings'
  Because they're not the same, and discounts often confuse them.
Bonus: How Indi is optimizing Jaivi.com (6)
As Indi optimizes her e-commerce business, I've prepared lessons around specific areas of improvement
- How to choose and prioritise keywords for SEO
  Shahid Awan guides Indi through a process for picking words to suit her new product category
- Constructing web pages and placing keywords for SEO
  Keywords and copy in hand, Indi redesigns pages with help from Shahid Awan and Mel Henson
- Home page design: a tested approach to jump start conversion
  As she works through several iterations of her home page redesign, Indi learns a conversion-tested approach from Tim Ash
- Ecommerce software: ready to upgrade?
  Indi's plans to replace her shopping cart guided by Ernie Schell
- Sales-focused copy: how to improve mediocre writing to sell on-line
  Following Indi back to London, I learn how Indi plans to find copywriting inspiration for her least favourite products
- Triggered emails: how to create a welcome series of messages
  Kristen Gregory guides Indi through the critical first weeks of an opt-in subscriber
Ideas for more bonus lessons from Indi (pending)
Frank's ideas for more lessons he could create about Indi and Jaivi.com
- Pending: How to create compelling reasons for email opt-in before the order
  Wanting to warm up undecided prospects, Indi's new email strategist is full of proven ideas.
- Pending: Wrangling website checkout into a responsive funnel
  Craving automation to reduce phone calls, Indi refines the Jaivi.com shopping cart.
- Pending: How to cultivate powerful links for long-term visibility
  A chance meeting with link guru Eric Ward turns Indi on to this tactic with SEO implications.
- Pending: Understanding universal search results: media, real-time, and how to keep up
  Shahid Awan returns to guide Indi through the changing landscape of the SERP's.
- Pending: Create a dashboard of key performance indicators (KPI's)
  Wanting a summary of the health of her web sales channel, Indi fashions a dashboard
- Pending: How to plan email frequency in your peak season
  Deciding what to send, how often is where Dela Quist helps Indi for that special time of year.
- Pending: How to coordinate a remote team with 'agility'
  Jaivi's staff and vendors are global, so Patrick Pitman shows how to orchestrate their activities.
- Pending: How to tune a hosting environment for reliability and performance
  Tired of up and down load times and downtimes, Indi enlists Tim Deeson for help.
- Pending: Steer back into profitability with a shrewd bottom-line analysis
  Growing too fast, and then too slow, Jaivi recovers gracefully with help from Steve Gordon
- Pending: Where facebook fits in a 'content marketing' strategy
  Priorities, priorities. Indi's social media maven provides direction on when, how to facebook.
- Pending: Uncover offer opportunities buried in the data
  Miner extraordinaire Kevin Hillstrom shows Indi how the data yields offer ideas
- Pending: Re-energize an email list for peak season
  With falling response rates, Indi follows a plan to get more out of the mailing list.
- Pending: Design category navigation for optimal conversions
  Drew Davies follows up on the new home page, sweeping shoppers into the basket.
- Pending: How to get product photography to transform the shopping experience
  Certain better photos will boost conversion rates, Indi also suspects it'll save big on customer service.
- Pending: Aiming for iconic: how to establish a brand identity standard
  Multi-channel, social media, PR: Indi wants to preserve Jaivi's visual consistency & impact.
- Pending: How to optimize customer service pages to build buyer confidence
  Call center & fulfillment guru Steve Gordon tunes up Jaivi's methods.

Sources (13)
- Ernie Schell
  
  Founder and Director of Marketing Systems Analysis, Manager of the Direct Commerce Systems Forum, software reviewer for US and UK trade publications, and frequent speaker at direct commerce industry...
- Will Dymott
  
  A multi channel specialist with over 13 years experience in all aspects of e-commerce and mail order retail gained by working in senior positions at some of the most respected brands on the web...
- Tim Ash
  
  Tim Ash leads SiteTuners.com, a landing page optimization firm that offers conversion consulting, full-service guaranteed-improvement tests, and software tools to improve conversion. His unique...
- Shahid Awan
  
  Shahid is Head of Search at Gamesys, one of the fastest growing businesses in the online gaming sector. In prior roles as Search Consultant at Mindshare and SEO Director at Walker Media, Shahid has...
- Andrew Davies
  
  Drew has served as lead designer on over 150 e-commerce stores selling products as diverse as ladies' lingerie and organic farming supplies. During the last eight years, he's worked extensively with...
- Mel Henson
  
  Mel Henson specialises in web and catalogue copy for multi-channel retailers. She heads up the copywriting agency ‘Words That Sell’ which has written copy for many leading UK brands including Shop....
- Kristen Gregory
  
  Kristen Gregory is an Email Marketing Strategist at Bronto Software, helping clients build relationships and boost revenue via detailed, business-specific strategic advice on all facets of their...
- Patrick Gill
  
  Patrick spotted the online opportunity for his family business while still at college. Twelve years on, the business has mushroomed to include four online stores and two bricks-and-mortar outlets,...
- Dela Quist
  
  Dela is an Email Marketing Leader and CEO at Alchemy Worx, the UK's leading email marketing agency. He is a highly experienced expert email marketer with a strong background in digital media and...
- Tim Deeson
  
  Tim launched the online division of the Deeson Group in 2001 since when they have been creating great web sites and providing insightful consultancy to ecommerce clients, specialising in the...
- Patrick Pitman
  
  Patrick has been helping merchants sell online since 1996. His company, E-Business Coach, evolved to build an innovative, PCI-compliant hosted e-commerce platform that featured world-class marketing...