Great! So Now Your Web Site *Sounds* Like Crap

Unless you've been living under a rock, you've noticed that
Armand Morin's AudioGenerator service is taking the industry
by storm.

It's not just because it allows you to add audio to your
web pages. Heck, there are some much cheaper ways
to do that. It's because he's made it brain-dead-simple
to do it. You call a phone number, record your message,
and get code you paste to your site.

Whamo! You've got audio on your site.

For people that don't want to mess with all the techie stuff
involved with adding audio to web pages, his service has
made it really simple...

http://www.marketingsecrets.com/audio.html

BUT THERE'S A MAJOR PROBLEM NOW...

Everyone is rushing to add audio to their sites. They are
recording all kinds of little messages that their web site
visitors can listen to. I've seen some crazy stuff already.

But here's a REALITY CHECK.

Most of it sucks.

Not many people have taken the time to THINK about the audio
they are going to put on their sites. People think you can just
put any audio on the site and it will instantly increase sales.

Umm... no.

Audio CAN be very powerful for your marketing. It CAN
increase your sales.

But it can also HURT your business if used incorrectly.
That's right, it can LOSE you business.

Don't just think because you add audio to your site that you
will start making more money. Unfortunately, it doesn't
work that way.

FIRST THINGS FIRST.

If you add ANY audio to your site, you need to split-test
the old version of your site and the new version with
the audio (regardless of what the first version of your audio
script sounds like.)

Unless you split-test your site you won't know which
version pulls better. You won't be able to tell if the audio
version FLOPPED. And believe me, I know for a fact
that some sites that have added audio are probably producing
MUCH WORSE since they added it.

So the first thing to keep in mind is you need to split-test
this just like ANY other change you'd make to your marketing.

The results will tell you if it improved your marketing or
made it worse. That's the beauty of direct marketing. The
results speak for themselves. It's all about Yes or No --
the "Maybe's" don't pay the rent.

CAREFULLY SCRIPT AND PLAN YOUR AUDIO *BEFORE*
YOU RECORD IT.

Before you go to record that audio file that you will add to your
site, you need to take some time and think about what you
are going to say.

Your audio should contain BENEFITS of whatever it is
you are marketing. The same rules apply with
copywriting.

Ideally, your audio should contain something that the
rest of your copy doesn't. Certainly, you can restate
some of the same benefits and points in your copy,
but ideally if you add some additional info it will make
it worth the prospect's time to listen to it.

TEST. TEST. TEST.

And just like everything else, test until it hurts. Test
different audio recordings. See how your prospects
react for each one. See which ones have a more positive
effect on your sales.

I hope to write more about the use of audio in your marketing
in a future newsletter. There are many techniques I have
discovered that are very powerful. Stay tuned.

-----------------------------------------

John Reese is an Internet Marketing pioneer that has
been actively marketing online since 1990. John has
sold millions of dollars worth of products and services
online and his network of Web Sites have received over
1.4 BILLION Web Site visitors since their inception. You
can learn more about John, his home study courses,
and subscribe to his free ezine by visiting:

http://www.marketingsecrets.com

(c)2003 MarketingSecrets.com. All rights reserved.

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