I’m a big fan of Dan Kennedy style marketing, and he said something the other day which resonated with me. He said, in effect, a confused prospect usually ends up doing nothing. The simple point was that the more stuff, for lack of a better word, you throw at a particular prospect the more the primary message gets muddled.

As an internet marketer I enjoy viewing websites, for no other reason than getting a glimpse at the marketing mindset of the owners, and time after time I see the same problems. I see websites that have link after link enticing the prospect to click off onto some other page for some reason which is related to the message but is not the message and therefore muddles the primary purpose of the prospects time at the website.

The prospect then gets confused or frustrated by not getting exactly what they came for, and they subsequently bounce off to find someone else who will feed them.

The fact is this in any industry, there are only so many strong keywords, and there is a dominant thought for the majority of those clicking on a website representing this industry.

That being the case, why would anyone want to send the prospect off on a wild goose chase? When someone hits your site, you have a pretty good idea of their mindset and what most want. Play the percentages. What you need to do is to greatly simplify the message of your website and create one powerful offer which directs your prospect to do one and a maximum of two unbelievably simple actions.

Please understand that people really don’t want to do too much thinking. As much as they might deny this, they want a turnkey quick panacea, and you should build your marketing around this. If your prospect hits your site and get’s slammed across the head with this kind of simplicity and more importantly focus, you’re bound to see your leads go to the moon.