Whenever you talk about your products or services in a phone call, email, newsletter, or website, what are you trying to communicate to your clients and prospects? We all know what we think we're saying, but that can often be quite different from the reality.
I came across a very cool tool recently called Wordle that generates "words clouds" from any text you provide. Simply paste in text from your value proposition, email messages, or website and it will help you see which keywords "stand out" the most. At the top of this blog post, you can see an example of my word cloud.
I did a few tests and was surprised by what I discovered. First, I pasted in my value proposition and discovered that one of the missing keywords was the term "revenue growth," which is my main focus with any service I provide. Next, I plugged in the entire front page of my website. Wow, what a surprise. Keywords like "lead generation" and "business developement" were barely visible. It was a wakeup call that I need to do a better job of sprinkling these keywords throughout my website and conversations if I want people to know what my core focus is.
So what is the lesson to be learned? Be sure to narrow your focus to 2-3 keywords that you want the world to know you by. Then, use them consistently in every marketing communication. Internet Marketers refer to this as "keyword density." I think of it as smart selling.
