Optimize Your Website

Studies have shown that e-commerce retailers have only 8 – 12 seconds to fully engage visitors and convert them to sales. The biggest challenge in e-commerce conversion lies in creating an effective landing page (usually the homepage of your website) that will entice visitors to click further into the site. The website templates that Traffic Safety Consultants, Inc., provides free of charge to affiliates employ successful marketing concepts, but we encourage you to customize your site to make it your own. And, of course, you're always welcome to develop your own site.

Here are five important marketing principles that should be present on your landing page:

1. Present a clear call-to-action message that is professional and makes sense.
2. Be specific about what you're offering. Don't simply provide a generic description of your products or services. Include customer reviews and satisfaction guarantees. Your marketing copy should answer the following questions:
• Why should a customer buy this product from you?
• What differentiates you from your competitors?
• How do your prices compare to your competitors'?
• Are you offering any discounts or promotions?
• What makes your product(s) the best?
• Who needs your product(s)?
• Where (geographically) is the product available?
3. Present your information with the utmost professionalism. Organize the page so that the eye is drawn to individual items and not to large chunks of text which might deter visitors from browsing further. Above all, avoid spelling, punctuation, and grammatical errors; these are prime indicators of a scam in the e-commerce world!
4. Be consistent. Branding is important in building credibility. Make sure your logo is visible on every page, and use fonts, color schemes, and other design elements uniformly.
5. Make sure visitors do not need to scroll around your site to find the "register" and "login" links. The main message, promotions, news, and images that will prompt customers to click the links need to be complete, concise, and readily apparent. Users do not want to search for these things; if they don't find them immediately, they may abandon your site.

Presenting a meaningful and professional image from the first interaction will help you to convert the visitors to your site into customers. Use the tips above to optimize your message, build a relationship with visitors, and successfully connect them with the products and information that they need.

Florida Training Seminar Scheduled

Traffic Safety Consultants, Inc., (TSC) is pleased to announce that we will be conducting an affiliate training seminar in Florida on Friday, October 1. The meeting will run from 9 a.m. – 5 p.m. (EDT), and will be held at our Winter Park office.

A TSC Master Trainer will be conducting training sessions on our classroom-based traffic safety education courses. We'll also touch on our Internet-based courses as well as the easy-to-use ASAP™ traffic school administration Web application. The seminar is intended for those affiliates who have not yet been introduced to TSC's programs, but we would welcome any affiliates who would like to join us for a quick "refresher course." It's a great forum in which to swap ideas with other traffic safety instructors!

If you're interested in attending and haven't yet made your reservation, please contact Donna via e-mail or by calling 800 . 252 . 9951. We look forward to seeing you there!

Study Illuminates Yellow-Light Running

Researchers from the University of Cincinnati, with funding from the Ohio Department of Transportation, used video cameras to monitor over 1,500 drivers at four "high-speed" intersections in suburban Ohio locations. They measured vehicle type, speed, a driver's distance from the intersection when the light turned yellow, and the decision to stop or not in what they referred to as the "dilemma zone."

They found that vehicles traveling in right-hand lanes tended to go through yellow lights, while those on the left did not. Truckers also tended to speed through yellows, as did drivers on streets with higher posted speed limits. Drivers on streets marked by 55-mph speed limits were more likely to run yellows than those in 50-mph zones.

The study found that drivers of SUVs, pickups, sedans, and vans tended to slow down at yellows more than drivers of heavy trucks. Researchers speculated that vehicle weight may be the explanation, as heavy trucks have more difficulty decelerating rapidly than smaller, lighter vehicles.

How long the light remains yellow also matters. (Yellow-light times vary, but typically last about three to five seconds. Traffic engineers base the time on the average speed of the vehicles passing through the intersection.) The longer the yellow, the more likely it is that drivers will not stop, according to the study. With a long yellow, stopping is more dangerous, because other drivers are likely to keep going through the yellow, and someone who opts to stop runs a greater risk of getting hit from behind.

Take care to remind students that yellow means caution. A yellow light warns that the signal is about to change to red. Drivers who have not entered the intersection should stop as if the light were red. Drivers who are already in the intersection should keep moving in order to clear it. Speeding up to "beat" a yellow light may lead to a collision and could be extremely dangerous!

Welcome, Virginia Affiliates!

We at Traffic Safety Consultants, Inc., would like to take this opportunity to welcome our Virginia affiliates to the TSC Affiliate News Weblog/Newsletter. We'll be posting periodically to keep you up-to-date on new products and developments at TSC headquarters, to offer helpful suggestions on managing and marketing your traffic school, and to inform you of industry related information that could affect you and your operations.

Because the blog is ultimately intended as a means to disseminate useful information to you, our affiliates, we're open to your input. Feel free to add a comment to any article you see here (comments are moderated). If there are topics that you would like to see covered here, or if you would like to contribute a post to a future edition of TSC Affiliate News, please feel free to email Rick Ehlers with your ideas and suggestions.

DMV Upgrades Automated License Testing

On August 18, 2010, the Virginia Department of Motor Vehicles deployed an enhanced automated knowledge test for driver's license applicants. The two-part knowledge exam tests applicants' knowledge of traffic signs, motor vehicle laws, and safe driving techniques. Before attempting the test, applicants are encouraged to study the Virginia Driver's Manual and try a sample knowledge exam at www.dmvNOW.com.

The automated testing stations (kiosks) located in all DMV customer service centers have been enhanced to allow applicants to answer all questions before the exam is scored, eliminating the "quick pass/fail" feature. Applicants also control when the exam is scored. At the end of each part, applicants are given the option to review and modify their answers before the exam is scored; but applicants must still pass Part One before moving on to Part Two. The automated system still contains the "skip" feature, whereby skipped questions are asked again at the end of each section. Finally, at the end of a failed exam, applicants are offered a self-review of missed questions, which allows privacy rather than forcing them to stand at an examiner's window to review a paper exam.

A frequently heard misconception is that exams administered on paper are somehow "easier" than the automated version, but the questions are exactly the same and there are no disadvantages to taking the test electronically. In fact, it costs the DMV—and subsequently taxpayers—more money to manually administer and grade a paper test. So, go ahead and spread the word: Virginians can save some money (and trees!) and reap the benefits of the electronic age by taking their driver's license exam with the new and improved automated system!

News You Can Use from the DHSMV

From time to time, the Florida Department of Highway Safety and Motor Vehicles (DHSMV) communicates important news to traffic schools operating in the state. As your curriculum provider, Traffic Safety Consultants, Inc., (TSC) in turn, forwards those messages along to you.

Over the past several weeks, the DHSMV has issued the following bulletins:

• The DHSMV is concerned that the Failure to Complete (FTC) rate for Advanced Driver Improvement courses is extremely low. There were 1495 FTCs reported in August 2009, but only 12 reported in March 2010. Please make sure that you are reporting all ADI FTCs on Form 77057. (Check out TSC's blog post from June on this topic.)
• The DHSMV is no longer correcting erroneous certificates for students or traffic schools. If any student—including an Internet student—provides incorrect information for a certificate, the school must issue another certificate to correct the error. For example, if a student provides the wrong citation number or driver license number for a certificate, you must mark the erroneous certificate as a "no show" and create another class to issue a different certificate with the correct information.
• Citation numbers must appear on all BDI, ADI, and 3 Crashes/3 Years certificates. These are the only certificates which must list a citation number for DHSMV purposes, but other, court-ordered courses may require a citation or case number for the certificate to be accepted. Check with the appropriate court to verify their needs.

If you have any questions about these directives from the DHSMV, please email Donna or call her at 800-252-9951.

It's Who You Know!

Consider the adage "It's not what you know, it's who you know." While you'll only get so far in the face of ignorance and gross incompetence, the point is that social contacts can help you. Sales are frequently developed through the relationships we create with other people. Everyone you meet is a potential customer!

Networking is defined as "the developing of contacts or the exchanging of information with others." Always present yourself in an informative and helpful manner. Even if the person doesn't need your services at that time, they're likely to remember you when they do have a need you can satisfy. And, if you've made a good impression, you can be sure that they'll refer you to others they know. Networking will help you to build a strong customer base. So…how do you get started? Below are some tips:

• Always remember that networking is about being genuine and authentic, building trust and relationships, and seeing how you can help others. When you are known as a strong resource, people will turn to you for suggestions, ideas, names of other people, etc.
• Holding volunteer positions in organizations is a great way to meet new people, stay visible, and give back to the groups that have helped you.
• You have exactly one opportunity to make a positive first impression. Develop a great handshake; approach people with a natural, genuine smile; make good eye contact; and be authentically interested in and attentive to the person you're meeting.
• To avoid being tongue-tied when you try to start a conversation with someone you don't know, prepare a self-introduction that is clear, concise (no more than 8 – 10 seconds), and interesting. Although practicing your introduction might at first seem silly and artificial, it will eventually help you to sound natural, confident, and smooth.
• Ask open-ended questions in networking conversations. This means questions that ask who, what, where, when, and how, as opposed to those that can be answered with a simple yes or no. This form of questioning opens up the discussion and shows that you are interested. Remember:
• People enjoy talking about themselves. Ask them questions to get them started.
• People feel flattered when you show an interest in them and their work/organization, and they're likely to reciprocate your demonstrations of sincere interest.
• Have a clear understanding of what you do and for whom. Be able to articulate what makes your product or service special and superior to what others are offering.
• Follow up quickly and efficiently with referrals you are given. When people give you referrals, your actions are a reflection on them. Respect and honor that, and your referrals will grow.
• Finally, some individuals may not respond to you in the way you'd like. It happens. If it does, don't take it personally and just move on. As long as you maintain an outgoing and friendly attitude, networking success will follow!

Keep Yourself Cyber-Safe

It used to be that a good deadbolt was likely to keep you safe from all but the most determined bandits. In the Information Age, with your (intellectual) property dispersed over the far-flung reaches of the Internet, it might seem like a difficult task to protect yourself. But it's actually fairly simple. All you really need are a few good "digital deadbolts."

Password Protection

Most people think that identity theft is the result of sophisticated hacking attacks on large databases—and those exploits do make for sensational news stories. But the most common way that "hackers" gain access to your computer files is through good old-fashioned snooping (click here for a humorous video).

The passwords to your online accounts will protect you, but you need to protect them! Keep your passwords in a secure place, and out of plain sight. Don't share them on the Internet, over email, or on the phone. Your Internet Service Provider (ISP) should never ask for your password.

In addition, hackers may try to figure out your passwords to gain access to your computer. To make it tougher for them:

• Do not use password (or something very close to that) as your password!
• Use passwords that have at least eight characters and include numbers or symbols. The longer the password, the tougher it is to crack.
• Avoid common words. Some hackers use programs that can quickly try every word in the dictionary.
• Don't use your personal information, your login name, or adjacent keys on the keyboard as passwords.
• Change your passwords regularly, and don't use the same password for all of your online accounts.

Avoid Scams

How do criminals get your personal information online? One way is by lying about who they are in order to convince you to share your information with them. This scam is known as phishing—criminals send emails, text messages (texts), or instant messages (IMs) that appear to come from your bank, a government agency, an online seller, or another organization with which you do business.

To avoid phishing scams:

• Don't reply to an email, text, or IM that asks for personal or financial information, and don't click on links in the message. If you want to go to the website of your bank or a business, type the web address into your browser yourself.
• Don't respond if you get a message—by email, text, IM, or phone—that asks you to call a phone number to update your account or give your personal information to access a refund. If you need to reach an organization with which you do business, call the number on your financial statement or use a telephone directory.

Keep Your Operating System and 
Web Browser Updated

Hackers also take advantage of computers running software that doesn't have the latest security updates. Software companies issue security patches for flaws that they find in their systems, so it's important to set your applications to download and install security patches automatically.

In addition, you can increase your online security by changing the built-in security and privacy settings in your operating system or browser. Check the "Tools" or "Options" menus to learn how to upgrade from the default settings. Use your "Help" function for more information about your choices.

If you won't be using your computer for an extended period of time, unplug its Internet connection. When it's disconnected, the computer can't send or receive information from the Internet and isn't vulnerable to hackers.

Consider Security Applications

Keep your security software active and current. At a minimum, your computer should have anti-virus and anti-spyware software, and a firewall (click here for more details). You can buy stand-alone programs for each element, or a security suite that includes these programs from a variety of sources, including commercial vendors or your ISP. Security software that comes pre-installed on a computer generally works only for a short time unless you pay a subscription fee to keep it updated. It's also critical to set your security software to auto-update regularly.

Some scam artists distribute malicious software (malware) disguised as anti-spyware software. Resist buying software in response to unexpected pop-up messages or emails, especially ads that claim to have scanned your computer and detected malware. That's a tactic scammers have used to spread malware. GetNetWise, a project of the Internet Education Foundation, provides a list of tools from legitimate security vendors.

Responding to an E-mergency

If you suspect that you've had a digital security breach, OnGuard Online recommends some recovery resources to help.


(Much of the information contained in this blog post was researched on OnGuard Online, a website maintained by the Federal Trade Commission, with significant contributions from other government agencies and non-government partners. Check out the site for more information, educational videos, and fun games.)

New Florida Laws for 2010

A blog post from the end of June alerted you to legislative changes pertaining to the traffic school industry that would go into effect on July 1. At that time, you were also promised an update regarding changes that would take effect on September 1, 2010. For your convenience, the curriculum development staff at Traffic Safety Consultants, Inc., (TSC) have prepared materials that will address those changes to our lesson plans.

For those of you offering live-classroom courses, please read the handy summary and note the changes at the appropriate places in your Lesson Plan binder(s).  If your traffic school employs multiple teachers, please either share the link with them or download the file and distribute electronic or print copies as needed.

Insert sheets are also available for the booklet and video/DVD versions of TSC's course. Please include a copy of the appropriate insert sheet with each product that you ship. The insert sheets are cumulative; if you've previously been shipping insert sheets, you may replace you old stock with this new version.

Please click on the links below to access the files you need. You may read/print them online or download them to your local computer for easier access whenever you need them.

• Classroom instructor summary
• Booklet insert - English
• Booklet insert - Spanish
• Video/DVD insert

Please make sure that you familiarize yourself with these updates and ship the new home study inserts, as you will be responsible for teaching this new material to students.

Naturally, the Internet-based curriculum will be revised as needed to reflect these modifications, and no action is required on your part to address the updates for this format. If you have any questions about the updates, please feel free to email Donna, or call her at 800 . 252 . 9951.

Quick Tips for Marketing Success

Below are some great ideas that you can use to quickly jump-start your marketing campaign:

• Change the copy on your marketing materials (coupons, brochure, website, etc.) from a focus on your company to a focus on your clients, from a focus on selling to a focus on helping.
• Present price in context, by explaining the value and benefits of the products you offer. If potential customers don't understand the value you provide, a reasonable price might seem high and become a barrier to sales.
• Invest the time to write articles to establish yourself as an expert. Let your passion, personality, and professionalism stand out in all of your communications.
• Thank each student who completes your course, and request feedback on how you might improve the customer experience.
• Expand your business by finding ways to maintain contact with your customers and explain how you can help them to find solutions to their problems. Periodically (weekly or monthly) provide driving tips or updates to traffic laws to educate customers and encourage them to explore your website for further information.
• Cross-promote. Educate your existing customers about other products you offer that are closely related to a product they have just purchased.
• Start a viral marketing campaign on social bookmarking or Web 2.0 sites. Do something exciting and different (e.g., post humorous-but-educational videos to YouTube, or run contests on Facebook) and you can draw customers that you may never have thought to attract.