Acemoglu, a professor of economics at the Massachusetts Institute of Technology, has been challenged on his premise. But, some important aspects need some unpacking. Real wages for workers have barely increased since the 1980s. Before the 1980s, the % of individuals with advanced business degrees who ran companies was 25%. Since then, workers’ wages have struggled to keep up with the inflation rate while the number of people with “MBA-like” degrees running companies has increased to 40%.  

Don’t get me wrong; I think advanced degrees are beneficial. My wife has an M.B.A., and it has served her well. So, I am not disparaging individuals with that degree. I am more annoyed with companies adding unexplainable fees or using overly complicated contracts to increase their bottom lines without adding value. 

One of the most common and regular offenders is AT&T. AT&T cable, phone, and cellular services have settled multiple class action lawsuits over the last ten years, totaling hundreds of millions in fines. I realize major corporations are often the target of class action lawsuits. But, the examples by AT&T get to my point. In August 2022, AT&T agreed to settle a class action lawsuit for adding a $1.99 monthly administrative fee to its phone customers for each additional phone line. Consequently, AT&T agreed to pay $14 million, which, let’s face it, doesn’t even qualify as a slap of the wrist for the mega-corporation. Other settled litigation against AT&T includes charging customers for unauthorized third-party services, advertising unlimited data plans, and slowing customers’ service as data usage increases.

Signs of M.B.A. Disease in Digital Marketing

Digital marketing is complex. That’s why it’s easy to charge hidden fees or wrap them up in long-term agreements without a customer’s knowledge. If you are considering starting a digital marketing project or strategy (e.g., web development, SEO, Google Ads, etc.), here are a few items to help you avoid working with a company suffering from M.B.A. disease. 

Ownership of Your Website and Hosting: The issue I harp on the most is ensuring you own your website. I’ve met with potential clients who believed they owned their website, and when they attempted to move it to another company, they found out they didn’t own the website. So, if they wanted to leave, they had to build a completely new website or pay an additional fee to buy the website.   

Usually, the company building your website will also host your website for a monthly fee. With some digital marketing companies, if you attempt to move the website to another platform, they will add a fee. Since they host your website, they may hijack it and take it down if there is a dispute. Another covert tactic occurs when you try to move your website to another provider, and the company charges you to pack up the files and send them to the new company. Always ask:

1. Will I Own the Website?
2. If I move the website, how much does it cost?
3. What is the process for moving the website?

Fees for Payment Online: Not all online payment fees are bogus. However, a digital marketing company should have already factored that into the overall cost. So, if you are paying by A.C.H. or credit card, ask if there will be additional fees before you sign your contract.

Setup Fees: Setup fees will occur on almost every SEO, Google Ads, or email marketing campaign. In some cases, companies will charge exorbitant amounts for setup fees since the potential customer has no idea how much work goes into the elements of SEO, Google Ads, etc. Ask upfront if there will be a setup fee and what is involved. It’s also important to shop around and determine how much other companies charge for the same setup fees.

Auto-Renewing Contracts (A.K.A. Reading the Fine Print): Most companies use one-year or two-year contracts for services like SEO or hosting. Some digital marketing companies will have clauses buried in the legal agreement stating the contract will automatically renew without written notice. Auto-renewals can be a massive headache if you have to pay for an extra year or two of a service you don’t want because you didn’t send a written notice before the term ends.

Adding confusing legal language and unexplainable fees to agreements at some point became acceptable. Of course, every business has to monitor the numbers to maximize revenue. But more focus should be on retaining customers and expanding the product/services rather than deceiving people. 

The post What is M.B.A. Disease? Know the Signs appeared first on Power-Marketing.

Clear, concise, informative content is a must for your homebuilding website. A brief introduction to each page of copy is fine, but resist the urge to present a long-winded preamble just to gain a few extra keywords. Your audience isn’t visiting your site to read textbook content—they want information and you have to give it to them as efficiently as possible.

There’s an art to writing clear, concise copy that will resonate with your buyers. Ideally, you will want to produce the following results in the fastest amount of time as possible.

• Inform: Give your audience the facts they’re looking for, clear statements regarding where you build, how you build, how long you’ve been building homes and what they can expect from your business. They want to see floor plans, pricing and details regarding what is likely to be the biggest investment they will ever make.

• Entertain: This may sound counterproductive to conveying all the necessary information as quickly as possible, but it’s not. Readers respond to content that stimulates their imagination. Use words and phrases like “your family will enjoy”, “imagine the memories you will create”, etc. If you can relate the relevant information in a manner that holds their interest you’re closer to the next step…

• Inspire: Guide your reader to take that next step. Invite them to contact you, fill out a request form or schedule a visit to your sales center. Be direct. Be concise. Tell them what you expect them to do in order to start the process.

No one likes a long-winded conversation with someone they just met. The same goes for their first visit to your website.

Next week we will discuss how to write great content that makes all search engines take notice.

The post Content Is Crucial For Your Homebuilding Website (Part Three: Get To The Point) appeared first on Power-Marketing.

No matter how diligent you are when it comes to writing website content, we’re all human and grammar mistakes are bound to happen. If any of the errors listed below make their way to your homebuilding website, your homebuyer may think your attention to detail is lacking and eliminate you—and you definitely don’t want that!

Is It “Its” Or “It’s”?

Here’s a good rule of thumb. When you see an apostrophe, as in “it’s”, that is a contraction meaning “it is”. If you’re using “its”, that is possessive.

Examples:

It’s time for you to buy a new home.

Your new home supports its weight based on the foundation.

Is It “Affect” Or “Effect”?

This one can trip up even the best writers. “Affect” is a verb conveying the process of change. “Effect” is a noun. It’s as simple as that!

Examples:

Homebuyers must understand upgrades affect their mortgage payment.

A finished basement can have a positive effect on family game night!

Is It “Your” Or “You’re”?

Proper use of these two words may seem elementary, but they are frequently used improperly. The difference here is quite simple—“your” simply means to own something where “you’re” is being something, as in “you are”.

Examples:

As a builder you’re responsible for providing the best home possible.

Your homebuyers will greatly appreciate your attention to detail.

There you have it, the three most common grammar mistakes found in website content…but we’ve barely scratched the surface. What about “they’re” and “their” not to mention “there”? Or how bad it is to use passive voice?

Yes, well-crafted, grammatically correct content is tricky, but we’re here to help! If you have any questions regarding copy for your homebuilding website please give us a call at 301.416.7861.

Next week we will discuss the importance of concise, to the point copy and how to avoid the risk of the lengthy, drawn out content.

The post Content Is Crucial For Your Homebuilding Website (Part Two: Avoid These Common Grammar Mistakes) appeared first on Power-Marketing.

Your homebuilding website demands great content that not only attracts homebuyers but compels them to action. In this series I’m going to share why “Content Is Crucial For Your Homebuilding Website,” but more importantly what you can do to improve your website copy to attract more prospects and more sales. Your audience has a short attention span—they want brief yet valuable content and they want it right now! If you don’t give it to them you’ll never be able to make the sale.

Good Writing Is

• Give your audience the information they want from the opening paragraph. Tell them who you are, what makes your homebuilding company unique, what features and benefits you offer that the competition can’t, prices, floor plans—never hold back information. If you do they will go elsewhere.

• Grab their attention. Tell your story. Spark their imagination. Phrase your content in a manner so homebuyers can envision themselves building a home with your company. Use powerful words and phrases like “imagine”, “your home”, “your family”, etc. This is powerful stuff.

• Good writing inspires your audience to take action. If they don’t take a step to make contact you’ve failed. Motivate them to provide their contact information, make a call or, better yet, invite them to visit your sales center. Don’t assume they will take the initiative to do this on their own, you must tell them what they need to do next. 

Bad writing does none of the above.

If you would like to discuss your homebuilding website content I would love to hear from you. Power Marketing offers a Free 30-Minute Consultation to help homebuilders, just like you, get the most from their website copy.

Next week I will share how to avoid common grammar mistakes to help you improve your website content.

The post Content Is Crucial For Your Homebuilding Website (Part One: Good Writing Vs. Bad Writing) appeared first on Power-Marketing.

Thank you for returning to our continuing series “How Can I Improve My Website?”—an easy primer of practical tips you can immediately implement to get the most from your online home. Topics already covered include how leads actually view their computer screen, the importance of intuitive navigation, and why cheap photography can eliminate your homebuilding company before prospects even visit your model homes.

This week, we will discuss the importance of your website’s content, specifically how it needs to compel your audience into action.

Words mean things. That may sound too simplistic, but let’s break down that comment. Anyone can string together sentences to convey a point, yet we often write in the same manner we speak. When it comes to website copy, this does not work.

Your homebuilding website must be professionally written, and that means much more than using the correct form of common words such as “their” rather than “they’re.”

Website content can’t ramble. You may think more words on the page are better than less…kind of like when we were writing term papers in college or high school…but in marketing, this is a Cardinal Sin. Your website copy must be clear, concise, and, most importantly, compelling. Every word on the page must be tailored to the exact needs of your home buying prospect. You must focus on their interests—not yours.

As if the above isn’t enough, I can’t stress the importance of incorporating a “call to action” (CTA) into your content. You want your audience to feel compelled to take that next step, whether it’s as simple as placing a call to your homebuilding company, downloading a white paper, or even liking you on Facebook.

Does your website utilize well-crafted, professional content focused on the wants and needs of your target audience? Do you invite viewers to take the next step in moving them closer to becoming customers?

If you want to discuss your website copy, please call me at 301.416.7861. You can also schedule a free, no-obligation, 30-minute consultation.

I also wanted to mention some seats remain for my free marketing automation seminar. For local homebuilders in the DC Metro area, please reserve your spot. If you cannot attend, you can still learn more about the power of marketing automation and request your free personal consultation.

Next week, we will close out the series by discussing what you “should” and “shouldn’t” include in your homebuilding website.

The post How Can I Improve My Website? (Part Six: Words Do Count) appeared first on Power-Marketing.

Hello again homebuilders. This week we’re almost at the halfway point of our ongoing series “Marketing Blunders To Avoid”, and I’m glad you checked in for this one! Are you certain you’re speaking the language home buyers understand? Let’s make sure!

News flash: When home builders are marketing to prospective buyers it’s important to realize they don’t care how long you’ve been in business, that you’re a family owned builder, or even how many homebuilding awards you’ve won. Period. Not until you’ve shown them that you provide exactly what they’re looking for, that you’re willing to listen to their needs and wants, and that you care more about them than you do their money will they show any interest.

Yet, most sales literature, websites and even our sales presentations talk about us, our quality, our experience… blah, blah, blah. Talk instead about your customers. Address their pains and the issues they face and how you overcome them. Become relevant to your buyers and you’ll get their attention.

It isn’t until you truly understand your buyer’s pain that you can prescribe a solution.

What’s The Bottom Line?

Implications: Buyers don’t care how much you know (or do) until they know how much you care. If you’re not talking about them, they’re not interested.

Solution: Develop a buyer profile, or “avatar”, that represents your core audience’s wants, needs, lifestyle and situation. Then, help them understand how your homes and services provide the specific solutions they need.

Don’t forget, you can always give me a call directly at 301.416.7861 if your business needs to communicate with your leads better. Here at Power Marketing we dig deep to identify your prospects true pain points and, more importantly, how to promote your product or service to solve their problems!

Next time we’re going to blow the lid off of just what constitutes poor use of social media.

The post Marketing Blunders Part Five: Not Speaking Your Buyers’ Language appeared first on Power-Marketing.

There is an often misunderstood proposition, over a century old, frequently referred to as “The Infinite Monkey Theorem”. Simply put, this hypothesis states that a monkey hitting typewriter or computer keys at random, given an infinite amount of time, will write the complete works of William Shakespeare. How can this be? Why would anyone even remotely think this is possible?

The reason for this delusion may be due to the fact that anyone can write content. Ultimately, we’ve all been stringing together sentences on paper since elementary school; everyone can do it! It’s just a matter of placing one letter after the other, combining words to make sentences, which then evolve into paragraphs, right?

Certainly, you can see how foolish this belief is, but you would be shocked to discover how many companies fail to understand the true importance of well crafted, creative content. After all, their website is up and running and looks amazing. The colors are crisp, the branding is prominent and it’s very easy to navigate, but what about the verbiage, the true “meat and potatoes” of every site? Is it able to keep your viewer engaged, mesmerized even, reading every sentence literally with bated breath?

The Importance Of Telling A Good Story Through Your Website’s Content

What is your favorite novel, movie or television show? Why do you like it so much? What initially drew you to that specific tale, and, more importantly, why did it hold your interest to the very end? Whether it’s a 2,000-page novel, a two-hour movie or even a 30-minute sitcom, you’ve invested your time and interest in the piece for some reason. What was it you found so intriguing?

Odds are, without even knowing it, you were inexplicably hooked by the first scene, introductory paragraph or headline, compelled to continue. Why? You’re curious as to how the story will play out. The important word to focus on here is “story”.

Since the beginning of time, mankind has been fascinated by a well-told story. This simple mode of conveying information, when done properly, produces amazing results. Tapping into the primitive storytelling desire leaves your audience informed, entertained and, most importantly, satisfied with their experience.

I can honestly say Power Marketing, more so than other agencies, understands the value of unique, customized creative content. We never utilize freelance writers, instead investing in a full-time, onsite, in-house Communications Specialist. Our rationale for renouncing unaffiliated scribes is simple; we take the time to become educated on the specifics of your industry. Only through very detailed conversations with our clients are we able to educate your audience in an authoritative, intelligent and yes, entertaining manner.

If you would like to learn more about how Power Marketing can help you tell your story, please feel free to contact us. We are always happy to help businesses achieve their goals through our creative marketing strategies and techniques. To contact me directly, please feel free to call or email. I look forward to speaking with you!

John Spare

Communications Specialist

Power Marketing

The post If Creative Content Is So Crucial, Why Is It So Often Ignored? appeared first on Power-Marketing.

Reposted from InfusionSoft Blog Manager Ellis Friedman.

The great thing about blogging is that it doesn’t take very much time. Writing – aka typing – is pretty easy; brains are an endless well of engaging, useful, informative content, and all those thoughts flood so easily and consistently onto the keyboard that bloggers frequently find themselves desperately wishing for a good old fashioned case of writer’s block.

And that’s why you can and should totally start a blog. Now.

Was that convincing? Because as someone who literally blogs all day long, let me be the first to tell you that everything in the first paragraph is an outright lie. It took me 20 minutes just to write this far, and the actual typing is such a minor part of what actually goes into maintaining a blog. That’s not to say it’s not doable – it might be my full-time job, but we post every day – and that is very likely not what your blog would need.

So do you really need a blog? A lot of conventional online marketing wisdom says Yes, absolutely! But you might be surprised, because the answer is Maybe, but also maybe not.

Can you consistently produce content?

You cannot write three blog posts in a month and then never touch your blog again. I mean, you can, but it would be a waste of the time you spent writing those three blog posts, it would be a waste of virtual space and most importantly, it would bring you zero benefit, tangible or intangible.

If you’re going to blog, you need to commit to it like you would commit to a dog. This thing has got to be fed and walked at regular intervals – ideally, a minimum of once a week. Can you do it, or can you pay someone to?

Do you have the time for a blog?

You have the ideas, you have the writing skills, you have the verve. OK, but do you have the time? Being consistent is vital, but if you don’t have time to produce worthy posts, a weekly half-hearted attempt isn’t your best option. We’ve seen how much readers love our productivity posts, and based on those analytics, I’d wager a guess that you readers are a little crunched for time.

So be sure that if you start blog, you have the time for it, because I’m not going to lie, it’s pretty time consuming. The best way to overcome this hurdle? Block off time on your calendar to work on it.

Will a blog directly impact your business?

So many people who get over the time and consistency hurdles end up abandoning their blog anyway because they’re not seeing any return from their efforts. That’s not necessarily because they’re not doing it right – it could simply be that a blog is not the right vehicle for their business.

How do I know if a blog is right for my business?

Ah friend, I will tell you. Start by asking yourself these questions:

Do your customers have pain points that a blog can solve?

The key phrase here is “that a blog can solve.” This is a tough concept to grasp, so I asked our social media specialist, Jill Jones, for a bit of clarification. Here’s the gist of what she said:

Let’s say you rent out a photo booth as your business. Your service is a one-time thing, a luxury and it’s part of a larger thing (a party). You could blog about party tips or photography tips, but doing so wouldn’t directly impact your business. Why? Because party décor or food ideas won’t impact a potential customer’s photo booth rental decision. Though you’re being resourceful and it’s a topic in the same wheelhouse, it’s not driving your bottom line.

Blogs are much more likely to have an impact on things that are recurring or always present in your house or your life, including but not limited to items like clothing, food, housing, or beauty products. 

Of course, that isn’t always true. A wedding florist, who like a photo booth provider provides what is usually a one-time luxury expense, could run a blog about what flowers mean, what flowers are in season or how to mix flowers and see direct impact from that.Why? Because telling a potential buyer what’s in season around their wedding date or which flowers indicate love has a direct effect on a customer’s purchase decision.

Do you have useful, informative content to share?

That’s what a blog comes down to. They say any publicity is good publicity, but let me tell you that any content is NOT good content. Content is both a strategy and a tactic – it is not a magnet that suddenly attracts eyeballs and business. Make sure the content you produce is created to drive people toward your business. So if you don’t have anything useful to say, don’t say it at all.

Do you know how to write well?

Whoever is going to lead the charge on a blog, whether it’s you or someone you’ve hired, must know how to write well. They need to know about voice and tone, how to engage with your specific audience, how to do research to become an authority and most of all, how to actually get words on a page (trust me – the hardest part of writing is the actual writing part).

If you’re outsourcing content writing, Fiverr is not an ideal solution. Sure, it’s quick and it’s cheap, but for an important, ongoing project, it probably won’t produce the quality or consistency a blog needs. If you’re getting a different person writing your content every time, it will show, and any potential readers will not take your blog as a serious voice of expertise and authority.

Is your content going to be in line with your brand?

This is where knowledge of voice comes in – your blog needs to be in line with your brand voice and values. That’s why I have a job; in addition to writing, I ensure that all the content we post falls under the umbrella of our cohesive voice. If it doesn’t fit, it doesn’t get posted. All blogs need a gatekeeper.

Do you have a distribution plan?

No, this question is not too far ahead to plan for. The whole point of having a blog is to get people to read it, so you need a plan in place to, you know, get people to read it. Are you going to share on social media? Which channels? How will you know it’s working? Will you have guest bloggers on your post, or guest blog for others to have cross promotion? How will you determine which writers you’ll use or for whom you’ll write?

What’s the point of a blog?

Not to get existential on you, but what’s the point? What are you trying to accomplish with your blog? Are you doing it because “people” say you should and you think “Yeah I’ll give that a go”? Not a good enough reason.

You need to know exactly what value you’re aiming to derive from having a blog. Is it to establish yourself or your brand as a thought leader in your space? To generate leads and drive sales? Grow brand or product awareness?

Blogging rules of thumb

• Start with one blog. Don’t get all eyes-bigger-than-your-stomach on this thing and think that you could start five blogs segmented by location or topic. Just start with one.
• If you already have content you publish – like a YouTube show or a podcast, consider whether adding a blog is really worth it. Start small – you don’t have to boil the ocean in a day.
• Know where your content will live and how it will be found. It should be accessible from your homepage, not just by direct visits or Facebook posts.
• You must know who your audience is before you start anything. Since the whole point is to solve their pain points, you have to know who they are and what they need before you type a single word.
• Know the story you have to tell and make sure it’s in line with your company mission. Is there a specific thing you’re trying to accomplish or a vision you’re trying to realize?
• As with most things in marketing, starting and maintaining a blog comes down to having a greater purpose and goal and tailoring everything to that vision.

Ellis has spent a lot of her adult life chest-deep in small business adventures, especially the year she spent opening the Beijing branch of a Shanghai-based air purifier and lifestyle business. Most of her experience stems from her diverse media background in film, magazine publishing, blogging, and photography, but she’s also a published author and Infusionsoft’s blog manager. Ellis has an idiosyncratic fondness for grammar, style, and sarcasm, and fills most of her time away from the keyboard tasting scotch whisky, traveling abroad, and hiking.

The post Do You Really Need A Blog? appeared first on Power-Marketing.