The Seemingly Impossible Sales Challenge
Start With SEM
Another challenge for Jerome Whitcroft is that KeyRight.com is deep in Internet limbo. I went through the first 40 pages of “touch-typing” listings on Google looking for Whitcroft’s system. KeyRight.com turned up as the 400th listing.
Quite simply, if you're trying to sell something on the Web, it is imperative to be ranked in the first couple of Google pages and all directories or forget it.
For starters, Whitcroft should hire a consultant who's an expert in search engine marketing (SEM) and continually update his Web site with press releases, white papers and news containing all the right keywords and doodads. Only with a never-ending supply of new material will the Google Web spiders come crawling regularly and move KeyRight up in the rankings. This cannot be done in-house. SEM IS rocket science.
An Oxymoronic Combination of Offers
Go to the KeyRight.com Web site and an attractive young woman in light slacks and a magenta blouse walks in from screen left and greets you. If your sound is on, here's her lede:
Hello and welcome to KeyRight. Would you like to improve your typing skills? You can learn to type fast, accurately and safely in a few hours. The look-and-learn typing solution lets you learn, practice and master typing without even trying every time you use your computer or laptop.
She goes on to pitch the color-coded keyboard and all the people who should be using it to learn how to touch-type.
However, over her head is a changing sign touting KeyRight’s speed-typing contest: One Million Dollars Is Up For Grabs ... Are You One Of America’s Fastest Typists?
Wait a minute, Mr. Whitcroft. Who are you talking to? Your on-screen lady is working hard to interest two-finger typists in your touch-type learning system, while the overhead sign is trying to persuade the fastest typists in the world to enter your million-dollar speed-typing contest.