I just finished up Brian Massey’s new book, “Your Customer Creation Equation” and I thought I’d share a quick review. Here’s the one sentence pitch: Brian’s book is a practical resource that provides a systematic approach for turning your website into a customer generating machine. I’ve got a feeling that this is one of those books that I’ll continue to reference again and again. My copy is already chock full of notes and folded page corners.
Brian, a trained Computer Scientist turned “Conversion Scientist” has assembled the guide for business owners looking to increase the effectiveness of their online presence. Thankfully, the tone of the book is far from academic and I found it be an engaging, snappy read at 200 pages. Brian’s been a long-time writer for Search Engine Land and has honed his craft writing some great posts there.
As we all know, “conversion” is the process of converting web traffic into leads and sales. In the book, Brian explores the various levers a website owner has to adjust in order to tune their lead generation efforts to optimum efficiency.
The book provides utility for consultants, marcomm folks, ecomm pros and any business owner who wants to use their web site as a tool for acquiring more customers. Its not incredibly detailed in any particular area, but provides a holistic view of how the various components of online marketing work together to generate leads.
Like any good scientist, Massey encourages website owners to apply the scientific method to honing their online businesses. Most importantly, every effective experiment should be measured and starts with a well-formed hypothesis.
The book is organized into 20 “Unexpected Formulas” that challenge much of the conventional wisdom hawked by “internet marketing experts”. My two favorites were: “#2 Your visitors don’t care about your company or your products” & “#11 The most important part of a design is the dollars it generates”. I see so many business owners get caught up in the “look & feel” of their site that they lose site of the bigger picture: A website’s job is to create customers! Massey provides a framework for engaging prospects on your own site and for converting those prospects into buyers.
Every person who relies on their website to generate new business can benefit from reading Brian’s book. Best of all, he’s giving away the Kindle version for FREE until December 19th. Grab your copy now.