Understand Your Buyer > How to connect with your buyer> Search Phrase

 

What is it?

Rather than directing buyers to a website link, you can encourage them to search for a particular term to find you.

 

Why does it work?

It works because, in theory, it’s a simpler undertaking for them to remember a simple phrase to search. This works particularly well if you have a name that’s difficult to read, write, speak or spell.

That said, you have to be VERY confident that you will rank well for that term as businesses often pay for ads using their competitors names in order to steal clients from them.

 

Exhibit A – Zoom are bidding on the keyword “Calendly” to target their buyers specifially.

 

 

How can you use it?

It’s as simple as picking the phrase you want to be known for and then making sure you DOMINATE the search results for that term.

Clear Sales Message is a prime example of this – we dominate the results as we are the only people to use the term:

 

 

That said, I would be happier sending someone to clearsalesmessage.com rather than googling it, so if you do use a search phrase, it makes sense to own the URL for that term too.

For example – I would promote  “search for James talks a lot” but I would also own jamestalksalot.com

 

 

See also

• The Simplified URL Effect
• Action Phrase

 

 

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