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The Power Of Branding And Why Customers Buy From You

Branding is what your customers think about your product or company.

Customers buy an Apple Ipod before considering any other competing MP3 player.  Technically the Ipod has proven to be a poor quality MP3 player, that often breaks down.  The customers buying decision is not based on real quality and value, it is based on brand power.

When you think Volvo, you think conservative and safe.

When you think Nike, you think of sports shoes worn by top sports celebrities Michael Jordan and Tiger Woods and of course you think about the Nike swoosh logo and the slogan "Just Do It."

A brand is the visual, emotional, rational, and cultural image that you associate with a company or a product.  It is the sum of all the characteristics that make your offering unique:

  • Reputation
  • Customer Service
  • A Promise
  • Price
  • Feeling
  • Attitude
  • Logo
  • Product Line

Your brand is WHY customers buy from you.
If the customer’s fantasy about your brand matches the fantasy they want to fulfil, they will buy from you.

Managing the brand
As a brand manager it is your job to make sure that your brand matches the customer’s wants and desires.This starts with finding out what your customers want.  When you are clear on what your ideal brand looks like and what your brand stands for, be consistent in establishing the exact brand message to the world.

For help establishing your brand, website and logo design give me a call or email.

To your web success,
Web Marketing Strategy

Best Selling Author of Website Masterplan

Luke Hayes | Saturday, April 28, 2012

Protesting Against Business While They Consume Business Products Daily

Luke Hayes | Monday, April 23, 2012

eCommerce Best Practice For Selling More

The Australian eCommerce landscape has evolved rapidly over the last five years. Every year we see MASSIVE growth in online spending.

Small businesses in Australia are increasingly adopting online business models and now most well established bricks and mortar businesses have built a significant online presence.

Location, location, location.  The Internet is the biggest, most convenient market in the world.  It’s right there on everyone’s desk or in their pocket.

eCommerce is not merely about shifting products for a price.  It’s about providing a fantastic customer experience.

If you want to sell online then you have to explore what your cusatomer really want, need and desire.  Once you are clear on what it is that your customers value, you can create the best solutions to deliver the right experience – be it online, off-line or on mobile devices.

Some consumers see benefit in having access to a vast product range, others appreciate the convenience of having bulky items home delivered, for others it's the convenience of shopping at a time that suites them and without having to travel to shopping centres, for some it is gift wrapping, extended warranty, quality and satisfaction guarantee, flexible payment options, some want a bargain, some need to save themself time and some only want the best-top of the line products.

As the seller it's your responsibility to identify what is key for your consumers.  Most consumers will desire a comination of benefits.  Make sure that you clearly, loudly and continuously inform your website visitors that you understand their need and precisely deliver the perfect solution.  Ensure that this benefit and customer experience is rolled out across your entire eCommerce process.

Explore with current users and customers, in what areas does your website fail to satisfy?  Go deep to really understand the emotions of your customers.  Once you know the feelings they're after, you can develop strategies to satisfy.

Businesses need to enable their customers to buy easily, fast and safe. By meeting the needs and desires of your customers, you will prosper online.

To your web success,
Web Marketing Strategy
Best Selling Author of Website Masterplan

Luke Hayes | Wednesday, April 18, 2012

Launching Your Brilliant Business Idea. Now What?

Starting a new business is never easy. A great starting point is using this checklist to ensure you have all of the basic issues covered.
DOWNLOAD: Checklist For Starting Your Business

Planning should always be the first step in developing a business. A plan gives your business direction and helps you prepare for a lot of what you may need to overcome in the future. To help you plan, download these two templates:

DOWNLOAD: Develop Your Winning Business Plan with this Template

DOWNLOAD: Develop Your Winning Marketing Plan with this Template


  1. Innovation is critical to develop new and effective ways of doing everything.
    -  Copy any great ideas from your competitors.
    -  Seek to be different and stand out from the crowd.
  2. Cash Flow is a BIG killer issue for new businesses. It always takes longer to develop a new business than you expect. Implementation, customer education, sales process and market acceptance take EXTRA time, so plan for it.



DOWNLOAD: 21 Powerful Business Success Tips



If you’restarting a new business you’ll need a professional website and excellent branding (logo, business card).  We can help you achieve the look and feel you’re your customers will be impressed with and sold on.  We can help you create a website that sells.


To your web success,
Web Marketing Strategy

Best Selling Author of Website Masterplan

Luke Hayes | Friday, April 13, 2012

Social Media Policy – A Guide For Your Business

The clothing company GAP Inc. presented the following social media policy to all of its 134,000 staff.

It’s a straightforward, conversational tone, which was well received and understood by their employees. It covers everything clearly and doesn't use legal jargon so it’s easy to understand.

Please keep in mind...

There's really no such thing as "delete" on the Internet, so please—think before you post.

Some subjects can invite a flame war. Be careful discussing things where emotions run high (e.g. politics and religion) and show respect for others' opinions.

It's a small world and we're a global company. Remember that what you say can be seen by customers and employees all over the world and something you say in one country might be inaccurate or offensive in another.

Respect other people's stuff. Just because something's online doesn't mean it's OK to copy it.

Your job comes first. Unless you are an authorized Social Media Manager, don't let social media affect your job performance.

How to be the best...

Play nice. Be respectful and considerate, no trolling, troll baiting, or flaming anybody, even our competitors.

Be yourself. Be the first to out that you are a Gap Inc. employee—and make it clear that you are not a company spokesperson.

If you #!%#@# up? Correct it immediately and be clear about what you've done to fix it. Contact the social media team if it's a real doozy.

Add value. Make sure your posts really add to the conversation. If it promotes Gap Inc.'s goals and values, supports our customers, improves or helps us sell products, or helps us do our jobs better, then you are adding value.

Don't even think about it...

Talking about financial information, sales trends, strategies, forecasts, legal issues, future promotional activities.

Giving out personal information about customers or employees.

Posting confidential or non-public information

Responding to an offensive or negative post by a customer. There's no winner in that game.


As you can see, Gap Inc. has figured out a social media policy doesn't have to come from the legal department, and that a straightforward, conversational tone probably makes the greatest impact with employees.

To your web success,
Web Marketing Strategy

Best Selling Author of Website Masterplan

Luke Hayes | Sunday, April 08, 2012


If you are heading in the wrong direction, motivation won't save you, you need the right lesson to turn you around.

In business everyone knows they need help with their accounting and legal issues, but most never get help with marketing.  This is why 4 out of every 5 Australian businesses go broke within the first 5 years.

There are so many people that own or work in dying businesses, and they simply don’t have the marketing skills to turn their dire situation around. Marketing is the life blood of any business.  No customers equals no business.

Why don’t more people learn more about marketing and in particular website marketing?  The Internet is booming and customers are choosing to shop online.  Most people don’t realise how much good and easy to use information and courses are available to help them.

The 80/20 rule is real and frightening. Due to inadequate marketing only 1 out of every 5 businesses survive the first 5 years.

Right now the single most important skill anyone can learn is "how to market products and services on the Internet". If they did, there wouldn't be 80% of businesses going broke in their first 5 years. Growing a business and making more profit isn't rocket science. I've detailed the 10 easy steps to online success in my book "Website Masterplan".

Like all education, learning about Internet marketing is progressive and needs to evolve with new technologies.  For example the incredible rise in social media popularity.  My own Facebook page ( now has more than 11,000 FANs that tune in to everything I have to say online.

Passion and desire is important, we are guided by our emotions.  They call me the Crocodile Hunter of Website Marketing because I’m so enthusiastic and passionate like Steve Erwin.  When you enjoy what you do and achieve extraordinary business results, learning and working is fun and easy.  Although if you are heading in the wrong direction, motivation won’t save you, you need the right lesson to turn you around.

They call me the Crocodile Hunter of Website Marketing because I’m so enthusiastic and passionate like Steve Erwin.  When you enjoy what you do, achieve extraordinary business results, learning and developing expertise comes easy.

To your web success,
Web Marketing Strategy

Best Selling Author of Website Masterplan

Luke Hayes | Saturday, April 07, 2012

Running Your Business From Home Base

In a recent study they found 86.5% of people running a home based business enjoyed the flexibility.

On the flip side, home based businesses face unique challenges.

  • Lack of funds and low budget
  • Disruptions from family or friends
  • Having to do everything themselves
  • A sense of isolation and loneliness
  • Lacking authenticity and feeling inadequate
  • Irregular income and fluctuations in work load
  • Working in cramped area, spilling into your living space



  • Image isn’t everything but it is extremely important to appear to be professional.  Have a professional sign designed for the front of your premises, a professional website and business card.

  • You don’t have to do everything yourself.  In fact you probably started your business because you were good at something and enjoyed it, so don’t get distracted and drained doing tasks you don’t enjoy.  Instead outsource.  I have a book keeper that is inexpensive and manages the entire accounting process.  I have a house cleaner and lawn and garden maintenance man.  I even outsource my four children’s school homework to a senior high school student.

  • Stay fit and keep up regular exercise.  This is also an opportunity to mingle with other people and get out of the house.

  • Manage your cash flow so you always have a stream of funds coming your way and build up a small reserve just encase you have a month with little income and increased expenses.

  • Keep your work area clear, tidy, professional and attractive.  I’ve got a clean desk policy, so at the end of each days everything is packed up off the desk.  Also fresh flowers once a week and some indoor plants.  If you put a little effort into staying organised you’ll feel and work better.


To your web success,
Web Marketing Strategy

Best Selling Author of Website Masterplan

Luke Hayes | Tuesday, April 03, 2012

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