How to Stop Your Website from Killing Your Business – In Just 7 Minutes with Carol Dunlop

Resources/Links:

• Get your Seven Client-Getting Strategies that you can use on your website. Click here: https://csicorporation.com/7-strategies

Summary

Are you someone who loves chasing shiny objects and never ever gets to decide which way to go and focus on?

Do you love following people who seem to have the solution you are looking for, but nothing is tried, tested and true with them?

Is your website navigable and filled with essential elements people truly look for?

How do you turn your marketing into something that actually works and bring in money for you?

Carol J. Dunlop, The Online WOW! Strategist and 3X Amazon Best-selling author teaches brilliant creators to convert marketing into money using their WOW! website as their hub.

In this episode, Carol shares how she teaches people how to do the things that are authentic to them in the way that they need to do it so that it actually works and brings them money.

Check out these episode highlights:

• 02:00 – Carol’s ideal client: “My ideal clients are brilliant creators, coaches, service providers and business owners who love shiny object syndrome, but don’t know which way to go. I help them get on that straight road.”
• 02:29 – The problem Carol helps solve: “I teach them how to convert their marketing into money.”
• 02:55 – The symptoms clients face before they consult Carol: “They don’t know which marketing strategy to use. The money is kind of getting away from them. They’re doing the marketing, but it’s not bringing in the money.”
• 03:47 – The common mistakes people make before they reach out to Carol: “They try what they think is the hottest thing out there. If they see a lot of people going toward a specific marketing strategy or playing, like, doing more Facebook lives, or maybe getting more Facebook ads, or maybe just going to Google and trying to see what Google is doing. Nothing is tried and true with them.”
• 05:19 – Carol’s Valuable Free Action (VFA): “What I need to do is make sure that their website is filled with pain. And when I talk about pain, I mean, the pain of the people who are coming to the website, if they come to your site, and they say, ‘Oh, they solve this problem’, ‘Oh, they talk about this problem’, then they know that they’re in the right place.”
• 06:30 – Carol’s Valuable Free Resource: Get your Seven Client-Getting strategies that you can use on your website. Click here: https://csicorporation.com/7-strategies
• 07:45 – Q: How does your website kill your business? A: The main way that your website kills your business is having a lack of clarity. Because when those people come there, they need that pain. They need to know who you’re working with, what their problem is, and how you solve it. Right away.

Tweetable Takeaways from this Episode:

“What they need to do is make sure that their website is filled with pain. And when I talk about pain, I mean, the pain of the people who are coming to the website, so, then they know that they're in the right place.” -Carol Dunlop Share on X

Transcript
(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)

Tom Poland 00:10
Greetings everyone and a very warm welcome to another edition of Marketing the Invisible. My name is Tom Poland beaming out at Little Castaways Beach, COVID-free, Queensland, Australia. Joined today by Carol J. Dunlop. Carol, get a very warm welcome to the show. Thanks for being here. Where are you living?

Carol Dunlop 0:28
I am actually… that’s a loaded question. I’m actually in South Carolina right now with my granddaughter, my daughter, and my husband, but we actually live in Atlanta, Georgia, but we’re here for the grandbaby. Grandbaby rules everything.

Tom Poland 0:41
Beautiful. You got a granddaughter.

Carol Dunlop 0:45
I have five grandchildren altogether. She’s just the latest one.

Tom Poland 0:48
You look like you’re barely old enough to be a mother.

Carol Dunlop 0:48
Oh, thank you so much. But yes, I am.

Tom Poland 0:57
Those of you who don’t know Carol. She’s got this specialty, this magic wand. Before I tell you about that, she’s the creator of this concept called The Online WOW! So, she’s the person that can come and have a look from a strategic perspective to see how you can get your audience going, Wow! She actually implements at a tactical level, as well. So, I think that the twin skills there are pretty special. She’s also, to back that up and to reinforce her special honors, she’s a three times Amazon bestselling author, she teaches folks who are pretty good at creating content, how to get that and convert the marketing into money, honey, creating a WOW!, exclamation mark website as their hub. Carol, can’t wait, our seven minutes starts now. Question number one, who is your ideal client, please?

Carol Dunlop 2:00
My ideal clients are brilliant creators, coaches, service providers and business owners who love shiny object syndrome but don’t know which way to go. I help them get on that straight road.

Tom Poland 2:13
Pretty much all of us. Alright. So, these are people who probably enjoy the process of content creation, but perhaps not as focused as they could be. And therefore, they probably feel like they’re doing a lot of work and not making enough money.

Carol Dunlop 2:26
Exactly.

Tom Poland 2:29
So, tell us a bit more. Question two, six and a half minutes left. What’s the problem you solve for them?

Carol Dunlop 2:34
I teach them how to convert their marketing into money.

Tom Poland 2:40
Right. And if it’s not happening for someone, clearly, they’re not getting enough money in the bank account. That’s one of the symptoms. But the question raised, six minutes left. What are some of the typical other symptoms that people are going to be experiencing if they need you?

Carol Dunlop 2:55
Well, they don’t know which marketing strategy to use. They’re following other people. They’re following people who they think can make some money, but they haven’t tested what they’re doing. They don’t know what they’re doing. They just need help. And they’re screaming and hollering and waking up in the middle of the night, 2 am. They can’t go back to sleep because the marketing… Well, the money is, kind of, getting away from them. They’re doing the marketing, but it’s not bringing in the money.

Tom Poland 3:22
So, thanks for that, Carol. So, question number four, and we’ve got five minutes left. What are some of the common mistakes that people make when they’re trying to monetize their content? You talked about chasing shiny things; we talked about random acts of marketing, wishing, hoping, and praying. But the smart people, so they’re going to try stuff. What are they going to be trying as, you know, maybe we could save a bit of time by telling them it’s a mistake?

Carol Dunlop 3:47
Well, they try what they think is the hottest thing out there. If they see a lot of people going toward a specific marketing strategy or playing like doing more Facebook lives, or maybe getting more Facebook ads, or maybe just going to Google and trying to see what Google is doing. Nothing is tried and true with them. It’s always ‘I’m trying this,’ ‘I’m trying that,’ ‘Oh, wait, this is over here.’ ‘Oh, wait, that’s over there.’ So, they don’t take the time to stop and see if this stuff is working. Or if it’s even working for someone else. You know, you can’t be someone else; you can only be you. And I teach them how to do the things that are authentic to them in the way that they need to do it so that it actually works and brings them money.

Tom Poland 4:27
Right. So, what I’m hearing is one of the mistakes is chasing everyone else, but they’re also maybe even inclined to twist their personality out of shape to do stuff just to get some frickin’ money in.

Carol Dunlop 4:38
Exactly and it doesn’t work.

Tom Poland 4:41
You’re really hitting that sweet spot between giving them license to express their authentic voice in a way that’s smart enough to bring in the money, honey. Okay, let’s bridge from the past two, to a potentially profitable future. Question five is…got four minutes, 37 seconds left. What’s a valuable free action, so, this is like a top tip that someone listening to this going here that’s asking me, ‘I’ve been doing a lot of content, doing a lot of stuff not getting the results, I think I deserve out of that’. So, what’s the step that they could take in the right direction? It’s not going to solve the whole problem, but it’ll take them forward.

Carol Dunlop 5:19
Great question. So, the thing is, what I need to do is make sure that their website is filled with pain. And when I talk about pain, I mean, the pain of the people who are coming to the website. If they come to your site, and they say, ‘Oh, they solve this problem’, ‘Oh, they talk about this problem,’ then they know that they’re in the right place. It has to be the pain; you have to nudge it just enough so that the people who are coming to your website know, ‘Oh, my gosh, where have you been all my life?’ I’ve been waiting for you.’, ‘I need this.’ That is what you want people to think.

Tom Poland 5:51
Right? And so, recreate the homepage on your website so that your ideal client has this sort of instant gratification that they’re in the right place. Yeah, that’s the problem I want to be solved. That’s the pain I’m in. Okay. Thank you. So, question six, and we got three and a half minutes left. So, we’re doing pretty well for a time, what’s a valuable free resource that you could direct folks to that’s going to take, it’s going to give them more ideas about how to go from being a busy content creator that’s not making money to someone who’s more focused, more authentic in the expression of their voice and monetizing it. Where can people go to find out more?

Carol Dunlop 6:29
I got that perfect thing for you; you can go to csicorporation.com/7-strategies. It will give you seven client-getting strategies that you can use on your website, put them into place right away, and they’re really not going to cost you any money. And it will help you so much.

Tom Poland 6:48
Give us just one of those strategies. We’ve talked about one already, but give us another one.

Carol Dunlop 6:52
The other one of them. Let me think really quickly. But the thing that you need to do, in addition to making sure you have the pain on there, is to make sure that your site is navigable. Like people want it to be that they can find what they want is one thing to have. Right? It’s one thing to have the pain on there. It’s like, ‘Okay, so now I will investigate this pain more. If they click a link, and that thing doesn’t work, sorry, sorry, sorry, you already lost them. So, make sure that your navigation and where you say things are in the right place. So, it’s a smooth experience for the people coming to your website, and they get what they’re looking for. Perfect.

Tom Poland 7:34
Perfect. Thank you, question seven and 25 seconds left. What’s the one question I should have asked you but didn’t, and of course the answer would be nice, too, please.

Carol Dunlop 7:45
Definitely. Okay. So, how does your website kill your business? The main way that your website kills your business is having a lack of clarity. Because when those people come there, they need that pain. They need to know who you’re working with, what their problem is, and how you solve it. Right away.

Tom Poland 8:03
Thank you. Carol J. Dunlop, thank you so much for your time.

Carol Dunlop 8:07
Thank you so much.

Tom Poland 08:09
Thanks for checking out our Marketing The Invisible podcast. If you like what we’re doing here please head over to iTunes to subscribe, rate us, and leave us a review. It’s very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.