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Posts Tagged ‘accurate’

Three Steps to More Sales Comparisons Help or Harm You in Marketing and Sales

August 1st, 2014 No comments

Let's be really basic and candid. People make comparisons. It is part of what we are and do; we compare people, products, services, entertainment, food, politics, religion. You name it, and people make comparisons on it.

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Photo Credit – WikiCommons.

We also tend to 'judge' or 'discern.' Labels are not just something on a can or jar. Politicians, actors, workers, companies, sales people, specific news or trade media, consultants, experts, products or services…so much of what we think about gets 'labeled.'

We either define ourselves or we allow others to define us. But if we let others define us, how do we re-label, re-define or re-brand? Vivid comparisons are part of the equation.

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Moore, OK and nearby area tornado damage 2013.

Tornadoes, hurricanes and high winds are subjects manufactured housing takes it on the chin for daily in the minds of those who consider housing options. 'Gee, I'd love the price-point of a manufactured home, but they are blown away by the first strong wind.'

Really? Who says? Was the right information provided so a more accurate comparison could be made?

Learning how to address the tornado-hurricane-high-winds-topic the correct way is huge. Frankly, a big element is about making the correct comparisons. See the side by side photo above.

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We showed this screen capture from Google Images on the Masthead Blog earlier this week. Every picture but the last one above came from either this MHProNews site or our new public-image-education-focused sister site, MHLivingNews.com.

Notice how we make comparisons?

The far more expensive site built house is losing its roof, while the lowest priced new manufactured home in that market is seeing a bit of skirting flapping.

The site built roof failed because the roof tore away, but on the manufactured home where the roof pulled loose it was because of an improper add on, which tore away first and that pulled the roof off the home like a giant para-sail.

FYI, NBC reported that it's add-ons which – in a post-storm study – where responsible for 80% of the home severely damaged or destroyed. The MH's would have been okay, had the add-on been done properly, or had it not been there at all.

No one wants to be caught in a tornado or hurricane. Look again at the top two photos. If you had to be in one of those flattened houses or the manufactured home which rolled over – and neither one had a basement – which would you rather be in? The decimated site built houses, or the manufactured home that got rolled, but is structurally so durable it's mostly intact?

Enlightened Self Interest! A Voluntary "Mutual Benefit Society"

There are reasons why you should want to send your customers, your shoppers and everyone you know to ManufacturedHomeLivingNews.com. There, we are gathering and telling the good news about manufactured homes. We are debunking the myths, or outdated stereotypes. When you and your team know that site backwards and forwards, and then use it at the right time with customers, you will sell more homes. It's a no-brainer.

Three Steps to Your Organization's or Career's Advancement

1) Daily reading. Not just you, but your all of your team mates too. Don't think 'they aren't smart enough,' or 'they aren't motivated enough.' Peopleignorance-costs-knowledge-pays-cutting-edge-blog-mhmsm-com- want to take pride in their work! What they don't know, will cost you money. Period.

A minimum of 15 minutes daily here, and no less than 7 minutes a day on ManufacturedHomeLivingNews.com, will at the end of a year be proven to advance your results and profits. Invest more time, if possible!

On our public site, you should read articles and view videos a number of times, once today, again in a week, etc. Why? So that when a topic comes up, you know immediately which story or stories to go to with your prospect or customers.

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RSS feed symbol.

2) RSS and links speed your success. We love links, and you should want to give them! We already have very good search engine positioning, but YOU want us to have the BEST possible, every time. Why? You want ManufacturedHomeLivingNews.com to come up in a home shopper search. You want your customers 'pre-sold' or mostly sold. We don't sell houses, we tell stories. We let YOU sell houses!

    An RSS feed to ManufacturedHomeLivingNews.com is important to YOUR sales. We are the industry's best public image and education site. See this Masthead for examples of how an RSS feed can boost your site performance too.

    money-bag-wikicommons-cutting-edge-blog-mhmsm-com-

    Unlock the money bag.
    Comparisons and the 3 Steps suggested
    can help.

    3) Invest Your Money Wisely! One and two above are "free." This one is about where you spend or invest your dollars. When you realize that you need:

      • Marketing
      • Sales training
      • Consulting
      • Website upgrades or a new website
      • Research or copy writing
      • Videos
      • Advertising…

      When you have a need, turn to us or to one of our writers or sponsors. When we win, we can do more. When you win, we win too. Think of this as a voluntary Mutual Benefit Society.

      Let's close with a request that you share via your social networking – Facebook, Twitter, LinkedIn, etc. AND by email this link below. It puts idea #1 above in action.

      http://manufacturedhomelivingnews.com/nbc-news-today-show-manufactured-home-performs-better-than-conventional-housing-construction-in-ibhs-hurricane-wind-tests/

      Then go to Reddit, sign in and comment on this link!

      http://www.reddit.com/r/todayilearned/comments/2c6ey1/todays_manufactured_housing_is_not_your/

      Reddit gets millions of visits. The higher that link goes, the more people will discover the truth about MH and will decide to buy. What goes around, will come around to you.

      So please do your part to make this go viral!

      Speaking of Linkedin, my thanks to all who connect with me on LinkedIn, provide an endorsement and share good words about our work to others.

      When you support our sponsors and support us, we are more able to benefit you. It really is that simple. There are a lot of fine industry sites out there, but the thousand of pros who come here daily make us realize that we compare well to anything else remotely like us. Hey, that's a comparison too…##

      L. A. "Tony" KovachL. A. 'Tony' Kovach ManufacturedHomeLivingNews.com | MHProNews.com | Business and Public Marketing & Ads: B2B | B2C Websites, Contract Marketing & Sales Training, Consulting, Speaking: MHC-MD.com | LATonyKovach.com | Office 863-213-4090 Connect on LinkedIN: http://www.linkedin.com/in/latonykovach 

      Website stats – Caveat emptor?

      April 25th, 2010 No comments

      “Knowing a great deal is not the same as being smart; intelligence is not information alone but also judgment, the manner in which information is collected and used.”
      – Dr. Carl Sagan

      Web stats chart

      Do you rely on website statistics as a basis for your online marketing decisions? If you do, having accurate information would seem very important to you.

      Yet, over the past few years I’ve seen repeated evidence that the statistics many of us rely on may be suspect at best. There has been a lot of chatter on the Internet regarding underreporting of website statistics by Google Analytics.

      Over the past year, I have been tracking stats on 15 sites that I maintain for myself and for several clients. All 15 sites have Urchin 5 installed to read the server logs as well as Google Analytics.

      What I’ve noticed is a very consistent underreporting of the raw numbers on all 15 sites. The underreporting ranged from 15% to 20% once bots and other non-human visitors were removed from the mix.

      In one particular case, a new web page showed 17 unique visitors in it’s first week according to our server logs, which were independently verified as having been 17 individual human visitors. But Google Analytics only showed 1 visit to the page. That was an extreme case, but was 100% verifiable.

      That incident just noted occurred in January of this year. It is not an old case where the problem has been corrected since. This sheds doubt on all website counts based solely on Google Analytics.

      I’ve read many reports from website owners who claim underreporting rates of Google Analytics of 50% or more. In the past I have always found that number to unacceptably high and also unrealistically deviant from the norm. Now, in the light of the facts noted above, I am not so sure.

      What could cause this sort of underreporting? While I can’t say with certainty, I suspect it has something to do with Google Analytics reliance on remote JavaScript as it’s method of gathering data. If a visitor has JavaScript turned off, or a network error interrupts the transmission of data from the browser to Google, no visit is registered for that page when a visit has actually taken place.

      That said, I still use Google Analytics for the statistical samplings and ratios, such as pageviews per visit and bounce rate. Why? If the sampling is broad enough, even taking the underreporting into account, that such statistics can be considered accurate within acceptable statistical margins of error.

      Alexa stats are another issue. We recently had a website with a bounce rate of under 20% according to both our web server logs and Google Analytics, but reported by Alexa with a 79% bounce rate.

      That’s a HUGE difference – what could cause that? Well, the reason is the biggest weakness in Alexa stats and a good reason to doubt their veracity at any level. Alexa relies on users with the Alexa toolbar installed to gather data.

      Problem – who is the Alexa user base?

      Webmasters, designers, marketers and other “web admin” types are heavy users. But the overwhelming majority of consumers and Internet users don’t even know what Alexa is, let alone have it’s toolbar installed. So Alexa stats are almost exclusively created by the people who use the data, not the people who should be included in the data.

      Knowing this, it is clear that smaller, niche websites whose user base actually consists of Alexa toolbar users have a decided advantage in Alexa rankings.

      If you are using Alexa data to make marketing decisions, be aware that you are basing those decisions on data mostly collected from sellers like yourself, not from the buyers you are trying to reach.

      If there is a bottom line to this, it may be that the webserver’s logs are the most accurate form of website statistics. So internally, we use our Urchin 5 statistics for most purposes, because the method of collection is the most accurate.

      So when you are looking at website statistics to make marketing or other decisions, please take the following into consideratione. Whose statistics are being used? How were those statistics gathered? Are those statistics from the website’s own server logs, or from a third-party service that does samplings but can’t possibly have completely accurate information apart from the websites own server logs? “Caveat Emptor” – let the buyer beware.

      If you’d like another take on this subject from another source, please check out this link:
      Another source for Google Analytics underreporting information.