29 May 2013 By 2 Comments

30 Tips, Tools & Techniques That Grow Relationships With Your Customers

love1As you know, in business, people buy from people.

This means, to be successful, you’ve got to work your know, like, trust factor.

And that requires an investment in relationship building.

You see your customer’s buying habits have changed. Thanks to the internet we’re now more informed than ever and the likelihood is potential clients are researching online even before they make contact with you.

Therefore, you’ve got to work a lot harder at differentiating your offer and ensuring you standout from the competition. And the quickest route is to shift your positioning from “salesperson”, to “trusted expert” by proactively focusing on your relationships. 

Because that’s when the magic starts…

You see relationship building is the secret sauce that:

  • Enhances the quality of the interactions and conversations you have with customers and potential clients.
  • Is the catalyst to build your know, like, trust factor.
  • Encourages your audience to choose you over all the other options they have available.
  • Nurtures leads and increases your customer lifetime value.

It’s a powerful strategy that can totally transform the fortunes of your business.

The tricky bit is the HOW.

Just how do make the shift from stranger to a trusted expert who’s an important part of your customers’ life (in the context of which you have that relationship)?

Of course there’s no single answer to this – although communication is pretty crucial – and that leads us back to the importance of getting your words right :-)

Introducing 30 Days of Copywriting Love

You’ve probably figured out I’m a big fan of relationship building and content marketing.

What’s more, a lot of the work I do with clients involves creating content that helps position them as a trusted, reliable expert in their chosen niche. From blog post writing to eBook creation, I’m skilled and experienced at using words to establish authority.

Now you can access these ideas too

I decided to package up my knowledge and ideas about using words to build relationships into a free eCourse. And you can access this information right now.

Simply join 30 Days of Copywriting Love and you’ll receive a different tool, tip or technique each day for a month. Each email is less than 500 words and contains a Copywriting Gem – it’s an easy way to get your hands on proven ideas to grow relationships and build your business.

Join 30 Days of Copywriting Love NOW

Arrow 7It’s super easy to grab your FREE copywriting tips, simply complete your details below and I’ll see you in your inbox ;-)

Remember. If you’re not actively and consistently building relationships you will miss out. So get the information you need to outsmart your competition and  join 30 Days of Copywriting Love today.
Filed Under: Copywriting Tips
11 March 2013 By Leave a Comment

Here’s An Easy Way To Create A Customer Avatar For Your Business

AvatarsHands up who wants to:

  • Massively increase their conversion rates
  • Attract more of their “best” customers
  • Create advertising that actually works by generating an impressive return on your investment?

If so read on because I’m about to reveal a highly effective, yet easy to use marketing tool that could seriously revolutionise how you approach your marketing.

It’s time to create a customer avatar for your business

A customer avatar is simply a detailed profile of your target customer. Once you’ve got one you can use it to do things like:

  1. Market to and own a niche where you become “the one to go to”
  2. Hone your marketing message so it appeals to a specific someone as opposed to a generic everyone.
  3. Increase conversion rates because you’ll be able to say the sorts of things that will encourage your target customer to take action
  4. Attract more of the right customer because the “wrong” people won’t be attracted by your message
  5. Avoid spending money on marketing that just doesn’t work

It’s relatively easy to create a customer avatar. It simply involves completing a template of detailed information to profile your best customer. And if you read on, you’ll discover a link at the end of this post where you can download the template I use with my own customers. What’s more it’s free :-)

But I don’t need an avatar because my business appeals to everyone…

Wrong!

Let me tell you that unless you genuinely are a mass market business, this simply isn’t true.  And here’s the evidence. You see, if you take a closer look at your customer base, you’ll discover there’s a core of people who:

  • Spend more
  • Give you repeat business
  • Upgrade to your premium products / services
  • Generate a large percentage of your profit (and don’t barter with you on price)
  • Give you great feedback
  • Are great to work with
  • AND best of all, they refer you to their friends, say nice things about you on social media and help market your business via word of mouth.

What’s more, if you look even closer, these people will often have common demographics, values and motivational drivers.

Then compare this with other customers on your books who only buy once, are more demanding and make you feel uncomfortable or unsettled. I bet you’ll find these people don’t share the same profile as your core group!

So whilst your business could theoretically serve anyone, which group would you most like to work with on a consistent basis?

Focus ALL your attention on attracting the right people

With a detailed customer avatar in your business toolbox you’ll be in the minority. That’s because most business owners will not make the effort. And as a result you get to work a brilliant competitive advantage.

That’s because instead of creating advertising that is forgettable, generic and blends in with what everyone else is saying, you can tightly tailor your message to your ideal customer. For example:

  • Creatively use the language your customers use
  • Closely address their buying objections
  • Design the sort of offer you know your avatar will respond to
  • Filter out the sort of person you’d rather not work with etc.

In addition, instead of guessing the most effective marketing media, or simply using the format that everyone else is trying, you can choose the method you know your target customers are most likely to look at.

And as a result you’ll increase your conversion rate, attract more of the right customer AND avoid burning money on advertising that simply doesn’t work.

Cool right :-)

Then download your FREE customer avatar template now :-)

Please don’t miss this opportunity to seriously improve your business marketing. Instead download your free template now and use it to work on your customer avatar. Just click here.

Then once finished, give your avatar a name. Even better find an image that best represents the person you’ve described. Next pin your avatar up somewhere prominent in your working space as a constant reminder of who’s the right who for you.

Then every time you:

  • Write a blog post
  • Work on some new copy
  • Develop a new product or service etc.

Make the effort to get into the shoes of this person and visualise their perspective. What do they need to know? What could they struggle to understand? What objections might they have? etc.

And the result? The chances of your words hitting home will increase…

And what impact could that have on your bottom line?

Now that’s something to think about…

P.S: Download your free template NOW. Just click here. It’s free :-)

Filed Under: Copywriting Tips, How to Write Better
4 March 2013 By 4 Comments

Warning: Are These 14 Essential Ingredients Missing From Your Marketing?

Stand out from the crowdAs a copywriter I see a lot of really poor marketing.

I define this as marketing that:

  • Fails to attract attention
  • Doesn’t inspire customers to take action
  • Is boring and forgettable
  • Is “industry generic” (meaning in the absense of your name and logo it could apply to just about any of your competitors)

And the worse bit is it means ambitious business owners like you are losing out on sales.

But it doesn’t have to be this way…

You see good marketing will help stand out in your niche, attract more customers and multiply your income.

And it can be achieved if you combine time and creativity with these 14 proven techniques.

So read on and discover your copywriting checklist…

And don’t miss the link to a FREE downloadable version at the bottom :-)

1.  Communicate your USP

  • Why should customers pick you over all the competition?
  • What makes you “the one to go to” in your niche?
  • What can people get from you that they can’t get from ANYONE else?

Figure this out, weave it into your marketing message and suddenly you’ve got a Unique Selling Point that can encourage customers to make you their first choice.

2. Write headlines that attract attention

Without question your headline is the most important aspect of ANY marketing material.

Want proof? Then consider this…

Approximately 8 out of 10 people will read your headline whilst only 2 out of 10 people will read the rest of your message.

This statistic has SIGNIFICANT implications for where you focus your creative efforts.

You see, if your headline fails to inspire your reader to keep reading, the rest of your message is a complete and utter waste – it will go unnoticed.

In comparison, write a captivating headline that hooks your reader in with something that interests them, and you have a good chance of setting them up on a slippery slope through your pitch.

The lesson here is simple. You MUST spend the time needed to nail your headline. So please don’t settle for the first idea that springs to mind.

3.  Place the emphasis on YOU

Next check the emphasis of your copy.

I see far too much advertising where the business presents the message from THEIR perspective by using phrases such as “we do this” and “we think that“…

This approach is a BIG mistake.

You see, your potential customers are just not that interested in you.

All they want to know is What’s In It For Me?  

And the quickest way to achieve that is by using copious amounts of the most powerful word in advertising… YOU.

(N.B: The best ratio is around 3:1 – that’s three you’s for every we).

4. Sell the benefits

I bet you can explain the features of your product or service to a customer really easily.

In addition, I wouldn’t be surprised if you chose to explain those features in your advertising. A lot of micro businesses owners do.

However features fail to hit on the emotional buttons that you need to press if you want to close a sale.

Instead you need the emphasis to be placed on BENEFITS.

This means explaining what difference a customer will experience in their life if they invest in what you have to offer? 

Is it more time, more wealth, more intelligence, more power, more control etc…

You need to know because that is what you’re really selling.

And that’s the message you need to convey in your advertising. Do it and you’ll get more people buying. I guarantee it :-)

5. Include an offer…

As you know we are bombarded with information everywhere we look.

In addition to this you need to overcome people’s natural instinct to do nothing.

Offers are the best way to push someone to ACT NOW. So in addition to getting potential customers excited by how they could benefit from your business, ramp up your persuasive stakes by presenting an incentive that encourages them to buy | call | sign up etc. then and there.

But please avoid the boring, predictable 10% off! Instead try an added value package that doesn’t end up costing you money.

6.  With a fixed deadline

Boost your response rates by putting a fixed offer on your deadline. That means take action by x time on x date.

Avoid the temptations to use deadlines that never end because they train customers to expect your stuff to always be on special.

In addition, don’t be tempted to extend your deadline because you’ll simply undermine the integrity of your offer (and annoy the people who have already brought!).

7. Use a call to action to increase response rates

What do you want people to do after reading your message?

Perhaps you want them to:

  • Buy online
  • Call your office
  • Sign-up to your newsletter list
  • Complete a form etc.

Never leave a reader guessing. Always be clear and specific and outline EXACTLY what you want a reader to do once they have absorbed your marketing message.

If you don’t include a clear call to action, the likelihood of your readers doing nothing increases significantly (and the cost effectiveness of your advertising will diminish).

N.B: Don’t forget to include your contact details (and don’t laugh – I’ve seen it done!)

8. Testimonials add credibility

Seriously nothing is more powerful than a 3rd party telling potential prospects just how great you and your business is – especially if the testimonial has been written by someone who is your target customer.

So become an active testimonial collector. Don’t wait for the testimonials to come to you, instead actively ask for them as part of your customer pipeline process. And then weave them into your leaflets, press ads, website, sales letters, even blogs…

You’ll be amazed at the impact they can make.

9. Bullets & lists make for easy reading

However great your copywriting, it’s rare for a reader will give your sales message the same kind of attention that they will when reading a good book.

Which means you need to make it as easy as possible for your message to be absorbed.

Bullets and lists are great for this because they break up a big block of text and make it much easier on the eye.

In addition, don’t be afraid of short paragraphs and short sentences.

You’ll find these proven copywriting techniques all help to pull your reader effortlessly through your copy.

10. Long route & short cuts

Most people won’t read your sales message carefully from beginning to end.

Instead they are more likely to skim and skip their way through, landing on words and phrases that particularly stand out to them.

As such you need to ensure your message is communicated in multiple ways.

The whole piece of marketing should capture everything you want to say. But in addition to that, your subheads and emphasised words and phrases should enable a skim reader to grasp the essence of your message.

(This blog is a good example. You can read the subheads for a simple checklist, whilst the short descriptions underneath explain each one for detail and clarity).

11. Guarantees remove the risk

Guarantees are brilliant because they take away the risk from your reader and instead put the risk onto YOU.

As such, it helps to build trust, can boost your integrity and make it easier for potential customers to respond.

This article contains some really powerful examples of cracking guarantees.

And if you’re interested in mine, well I won’t stop writing until you’re happy. Simple. 

12. Photos & cartoons add visual interest

For sure your words are critical.

But images and cartoons can really help attract attention and draw people in.

And this works even better if you integrate captions. After all, captions are the second most read element of your message after the headline. So don’t miss this opportunity to make an impact.

13. Write for somebody, not everybody

If you try to appeal to everybody who could possibly be interested in your business, you’ll end up appealing to nobody.

The quickest way to raving customers and making more money is to know who your ideal customer is and then write your message so it’s specifically targeted at them.  This means:

  • Getting involved with the conversations that are already happening around their kitchen table
  • Using your customers’ “jargon” and language
  • Solving the key problems your customer faces etc.

Make this person the focus of your marketing message, and you’ll have a much better chance of success.

14. P.S:  Don’t forget the P.S!

The P.S. at the bottom of your sales letter is often overlooked.

In fact, surprisingly it’s one of the most well-read parts of your advertising. So use it well – or lose out on sales.

Get your marketing checklist… It’s FREE!

Copywriting theory is relatively easy to grasp.

After all, I expect most of what I’ve written in this post makes perfect sense.

The problem is, when it comes down to writing your message, you forget or get confused by all the different elements you need to include. That’s the hard bit.

So to help I’ve created a really simple A4 checklist which you can pin up on your desk to remind you of the elements you should include when creating your next marketing piece.

It’s easy to get a copy. To download the checklist simply click here.

P.S: Please leave any questions in the comments below :-)

Filed Under: Copywriting Tips, How to Write Better
20 February 2013 By 3 Comments

10 Secrets To Attract Attention & Convert Visitors Through Your Homepage

What are the characteristics of a great homepage?

  • Perhaps it’s one that’s both aesthetically beautiful and functional.
  • Maybe it shows up in organic searches for your targeted keywords and phrases.
  • Or it delivers a classy user experience that compels visitors to take action

As a minimum, a great homepage must convince your target customer to stick around in those crucial initial few seconds.

And to achieve that you need to master your words…

That’s because the right words can enchant your visitor, convey the right emotion and increase the likelihood of getting exciting results from your website.

In comparison, if you screw up your headline, choose the wrong tact or fail to convince visitors, leads from your website will quickly dry up.

The difficulty is the web is full of “interesting” websites.

If you want to stand out and generate more leads, more sales and more referrals, try these ten proven writing tips.

1.    Clarity

A great homepage hinges on your ability to communicate the right message.

And that requires planning.

Figure out how your homepage fits into your business goals and get clear on your homepage’s function. Whether you want to build brand awareness, increase subscribers or drive visitors towards a purchase, by getting clear on your objective, you can start to tailor the message to suit.

In addition, clarify the key information you need to communicate. For example:

  • What’s your Unique Selling Point?
  • Why should your customer buy from you?
  • How will your customer benefit from your product or service?
  • Will you promote an offer on your home page?
  • How could you use a guarantee to build trust?

Avoid the temptation to just jump in and start writing. The time you spend planning and getting clear on your message will help you avoid lots of wasted effort.

2.    Headline

Your headline is going to be the most read part of your homepage.

In fact 80% of visitors will read your headline whilst only 20% will read the rest. Which means if your headline fails to attract attention, the rest of your words will go unread.

The primary job of your headline is to draw visitors in and convince them to read the next sentence.

Which means you need to find the right angle.

  • Can you incorporate your company’s major benefit into your headline?
  • Could you use curiosity to entice readers to take a closer look?
  • What words would make your business stand out from your competitors?

And if your headline says, “welcome to business name” it’s time to change it. This opening is predictable and boring and does nothing to help draw readers into the rest of your copy.

3.    Are visitors clear how you’re relevant?

When a visitor lands on your homepage they will instinctively search for signals and proof that you are relevant to their initial search query.

A tagline is an effective way to achieve that.

Your tagline should summarise in a sentence the key benefits your business offers.

For sure you can get creative with your tagline, but avoid taglines that are vague or “clever”. If the message is not instantly clear, again you can risk turning visitors off.

4.    Write for people then tweak for Google

For sure you want your homepage to incorporate your target keywords and keyword phrases. After all that’s how you’re going to get found in the organic search results.

What’s more, keywords are the language your target customers are using when searching for the information, ideas and solutions that you provide. And that means if you include the right keywords in your homepage, you’ll immediately build rapport with visitors.

However, it works best if you incorporate those keywords naturally.

Remember although Google’s algorithm will help direct visitors to your website, it’s the people who actually land there who you need to compel to take action.

5.    Tell visitors why they should choose you over the competition

The web is a pretty crowded place.

And you can increase your conversion rate if you make it clear why visitors should choose your product or service over all their other options.

The key to doing that is to get really clear on what makes you different, and then focus on benefits instead of features.

Some small businesses can find it difficult to identify their USP. Frequently you’ll discover it’s your own personality that can make the difference. After all, whilst you may face stiff competition in your niche, no one else will operate in exactly the way you do.

How does your individuality and personality add value to your target market? And how could you communicate that on your home page?

6.    Easy navigation

Good navigation will make it super easy for website visitors to find what they’re looking for.

Ensure clarity in your navigation bar, but in addition, incorporate hyperlinks in the body text of your homepage. This will help direct readers to other pages on your site and help deepen their experience and locate the information they need to deliver your website’s objective.

7.    Write for somebody, not everybody

Unless you really are a mass-market product, hone your message so it specifically appeals to your target market.

The way to do this is to really understand your audience.

Get deeper than their age, gender, lifestyle, occupation etc. In addition figure out what keeps your prospect up at night. Discover their desires. Understand what motivates them. Create a buyer persona and then write for this one person. You’ll instantly see how this focuses your writing and tailors your message to appeal to the right person.

8.    Show how you solve a problem

Your homepage must be more about your customers than about you.

In fact, your primary job is to answer this one pressing customer question

“What’s In It For Me?”

It’s tempting to talk about the features of your product and service. However this is one sure way of turning visitors off.

Buying is a psychological process based on desire. Have you noticed how we often buy based on wants rather than needs? And that means you need to press the right emotional buttons in order to warm up a visitor and entice them to take action.

Features are too logical. They don’t get people excited.

In comparison, benefits evoke emotion and are far more persuasive. If you can show your audience how you save time, create wealth, increase intelligence, protect loved ones, minimise risk etc. your message will be far more powerful.

9.    Make it easy to read

Most web readers are “lazy” and have short attention spans.

That’s not to be derogatory. Instead, because we’re bombarded with so much information, we’ve become a lot smarter at filtering out the rubbish content and honing in on what’s useful, relevant and important

The way you lay out your page can really help with this.

  • Don’t frighten readers off with a big block of text. Instead break it down with informative subheads, bullet point and emphasise key words with italics and bold.
  • Start your writing with one short sentence. It makes stepping into the message super easy.
  • Then build up your copy using short sentences, short words and short paragraphs. Again these simple techniques can set your reader on a slippery slope that pulls them into and through your message.
  • Write to be understood instead of to impress. That means always use a simple word in place of a complex one.
  • Finally keep your message clear and simple to ensure readers really get the point you want to make.

10. Call to action

Finally you need to power up your homepage and entice visitors to do something after reading your message.

This will vary depending on your business but common examples include:

  • Ask people to call you.
  • Offer an incentive to encourage people to sign up to your email list.
  • Entice people to buy something now.

Above all, you need to ask. Don’t be woolly. Instead make your call to action clear, specific and targeted.

Keep your homepage up to date

Your homepage is your shop window.

It’s the key tool you have to show your relevance and persuade visitors to take a closer look at what you have to offer.

Which means it’s wise to review your homepage’s performance at intervals and where appropriate tweak your message to ensure it’s still current and relevant.

Over to you

What do you think is the secret to an effective homepage?

What techniques and approaches do you use to ensure your homepage attracts customers and helps sell your business?

Please let me know in the comments below.

Filed Under: Copywriting Tips
27 August 2012 By 2 Comments

Top 10 Essentials Of Effective Leaflet Advertising

Last week I moved house.

It all happened very fast. Decision and move all completed in just under a week! In truth I have a tendency to be spontaneous (ask my husband!) but the house move was well timed (and perhaps essential) because we’d outgrown our first home.

And so too with your leaflet advertising.

You were probably really happy with your leaflet when you first created it.

But no doubt your business has evolved since then. Perhaps you’ve gained more experience, have a clearer idea of what works, or realised you could word your message that bit smarter.

When I critique marketing leaflets I often discover common mistakes. So if it’s time to review your leaflet, read on and discover the 10 critical elements which will help make your next one a success :-)

1.  Start with a hungry headline

Your headline is always the most important words you write when advertising.

That’s because whilst 8 out of 10 people will read your headline, only 2 out of 10 people will read the rest. And that means if your headline fails to bite, the rest of your message is lost.

Headlines that leave readers hungry for more will:

  • Hone in on your biggest benefit.
  • Focuses on something that really matters to your target audience.
  • Builds desire to discover more.
So don’t just settle for the first idea that pops into your mind. Your headline deserves more attention that that. Instead brainstorm ideas and take the time needed to ensure you opt for the right opening. It will make the difference between a success and a flop.

2. Piggyback on a topical event

Topical events can provide a great hook for your leaflet advertising.

For example the summer Olympics offered a great opportunity (within tight restictions) to be creative with your advertising message.

However when using this tactic you need to be careful you don’t get carried away.

Instead ensure:

  • Any link to a topical event supports, not buries your message.
  • The link isn’t so vague it leaves your target audience confused about the offer.
  • It’s still clear what your leaflet is about (for example serviced offices, not a sports event).

In short don’t lose yourself in your attempt to piggyback off a current event. Instead only use it if you’re clear the connection will resonate with your target audience and attract more attention than you could have achieved without it.

3.  Ask your audience to do something

Your call to action is copywriting jargon for what you want readers to do next? 

Every piece of persuasive writing MUST have a call to action.

Skip it and you’ll leave your audience hanging and miss out on sales.

“But it’s obvious” I hear you cry.  And here you’ll be right. But it’s obvious to you because you know your business inside out and upside down. However it’s not obvious to a reader who may have simply glanced at your leaflet and half-heartedly scanned your offer.

So remember this rule. If you want people to respond, you’ve got to ask them…

And when you do you need to be clear, specific and straightforward…

Here are some examples:

  1. Ring 07954 580 039 today and speak to Georgina to book your free copywriting consultation.
  2. To download your free copy of Inspire Your Way To A Successful Micro Business click here.
  3. If you liked this blog post, please retweet.
And one final thing. Stick to just one call to action. If you give people too many options they are more likely to do nothing.

 4.  Showcase your credibility

If you offer professional services and you have accreditation from a professional body, it’s worth including in your leaflet.

Similarly, if you offer beauty treatments, massage therapy or coaching make it clear you hold the appropriate qualifications.

In fact, whatever your business, if you have third party validation that builds credibility for what you offer, showcase it. Do this and it will help address readers objections and start building that all important trust.

Testimonials can also work well for achieving this.

5.  Answer these two pressing questions

Potential customers are cynical and tough. And they want to know two things. And to have any chance of persuading them you need to answer these two pressing questions:

  1. What’s In It For Me (WIIFM?)
  2. Why should I pick you over everyone else?

In truth that’s all customers want to know.

And if you can’t answer these questions you’re going to struggle to attract attention and capture the interest.

The answer will often be found in your Unique Selling Point.

And whilst tempting, don’t make the mistake of making your advert all about price.

You see, if price is the only thing you can compete on beware, someone can (and will) always undercut you. Instead focus on the aspect of your business that only you provide, then craft a message that attracts customers based on that.

6. Focus on benefits NOT features

A common mistake is to focus on features in your advertising.

On the surface it makes sense – after all you’re telling customers what they are going to get. However people rarely make buying decisions based on need (apart from the essentials of course). Instead we buy because we want. And it’s product / service benefits which elicit the emotions that draw out the “I need that now” feeling.

To achieve that you need to work out how your product or service enhances your customers’ lives.

For example:

  • If you make black-out blinds you’re selling parents a good night sleep.
  • If you offer website critiques you’re selling the opportunity to attract more customers and make more sales.
  • Through your ebook you provide a route to more knowledge and success.
Take some time out to work out what you are really selling? And then weave that into your sales message.

 7.  It’s about YOU not me

Unfortunately customers are not that interested in what you think.

But they are very interested in what they have to gain or how they will benefit from what you do.

A really easy way to supercharge your leaflet is to shift the emphasis. Instead of “we do this” and “we offer that”, appeal directly to your customer and use the word YOU. You’ll be amazed how this will influence your response rate.

8.  Include appropriate information

When you’re creating your leaflet advertising you must ensure you stand in your customers’ shoes.

If you don’t you risk missing out something critical they need to read to make their buying decision.

Here are some examples:

  • If you have a clinic where you offer treatments include the address.
  • If your leaflet is promoting serviced offices tell clients where they are located.
  • If you want customers to get in touch, include contact details.
And always include your web address (if you have one) as it allows customers to check you out.
Remember. It’s easy to overlook something about your own business because you know it so well. It’s always worth asking a trusted eye to cast fresh eyes before you go to print to identify anything you may have missed.

9. Don’t waste the back page

If you are paying to have leaflets printed and delivered, it’s worth going for double-sided. Here’s why:

  1. You’ll double the chances of getting your message read.
  2. You can say more.
You see, one-sided leaflets are not cost effective. Think how you could use the reverse of your leaflet to add value to a potential reader? Here are three ideas:
  • Include a map and / or directions to make it super easy to find you.
  • Include a case study to show how you have helped a specific (typical) customer.
  • Write a top tips article – if it’s useful, your reader is more likely to hang on to your advertising.

10.  Get your words right!

OK I would say that, I’m a copywriter after all!

But joking aside the words you choose to present your sales message are critical. In fact they can make the difference between a customer enquiry and the recycle bin.

And it’s not just about the words you use.

The concept and hook chosen to attract the attention of your target audience is also critical. So if you find your advertising is missing the mark, or you’re not quite sure you’re saying the right thing, do get in touch ;-)

Over to you. How do you make your leaflet advertising successful? What steps do you take to ensure your leaflets generate a response? Do let me know in the comments below :-)

Filed Under: Copywriting Tips, Micro Business Tools
20 May 2012 By 3 Comments

How to Enter #SBS and Maximise Your Winner’s PR Story

This week I caught the attention of BBC dragon Theo Paphitis’s with this #SBS tweet.

Winning #SBS has been brilliant.

I’ve got the SBS badge on my website, a profile on Theo’s new SBS website, I’ve gained around 200 followers and had more hits than usual on my website.

 Here are some tips if you’re entering #sbs

  1. Tweet @TheoPaphitis about your business on Sunday night between 5-7:30 pm – remembering to include the #SBS.
  2. Read the winning tweets to see what catches Theo Paphitis’ attention.
  3. Aim to capture the essence of your business and write something that will stand out.
  4. Don’t give up! I know a lot of #SBS winners (including me) who entered for many months until they were chosen.
  5. And if you want to gain PR exposure from a winning tweet, ensure your tweet presents you and your business in a good light!

After winning #SBS, I got the opportunity to gain coverage for Gem Writing in the local media.

How to maximise your PR story

Marketing your business on a micro business budget can be a challenge.

Fortunately there are cost effective ways like Twitter and face-to-face networking to get your word out.

However, the publicity gained through media appearances can be invaluable. That’s because your story has been written by a journalist, and not you. In this way, PR is often more effective than paid advertising at helping you reach and gain the attention of your target market.

How to secure PR coverage:

1.  Write a press release

A good press release has a headline that hooks, an inverted pyramid structure that leads with the most important information first, and quotes from a named person to give substance. I also added essential information about my business and listed some key projects I’ve done as well as adding my contact details.

I then took a photo of me with my winning tweet and sent off with my press release.

PR Lesson 1: Pictures are good for journalists but also your business. Having a picture published with your story makes it visually interesting and can help customers recognise you. When sending your image, remember to include a descriptive caption.

2.  Contact the local media

My #sbs win was a local story so I searched the local paper’s website to track down a contact number for the news desk. I phoned the business editor and related my #sbs story, ensuring I focused on the most interesting bits first. I mentioning Theo, asked if they’d heard of #SBS,  explained how the competition worked, told them I’d won and then explained what it meant to me.

Needless to say, the involvement of such a high profile businessman in my story was an attractive angle and as a result I’m expecting my story to appear in the Plymouth Herald any day.

Update: My story was published online at This Is Plymouth and in print on p.2 of the business section of The Plymouth Herald on Wednesday 23rd May. You can read it here.

PR lesson 2: Find the most newsworthy angle of your story and lead with that. If it’s not interesting and it’s not news – don’t bother!

PR Lesson 3: Journalists are incredibly busy so it’s worth trying to speak with them before sending your press release. That way you can gauge their reaction, and also ensure your press release is picked up when you email it through.

3. Think big!

Feeling spurred on by my success at the Herald I targeted the BBC Devon newsfeed. Again I found a contact number and spoke with the news desk. I had a very long conversation with the editor and answered lots of his questions. I felt hope when he said “congratulations”, and then disappointed when he followed up with “but I don’t think the story is quite right for our audience”. A little surprised I asked “Oh, isn’t this BBC Devon” to which he told me I was actually speaking to the main news desk at BBC Online (the big international office). Eek!

PR Lesson 4: Think big! OK so I was a tad embarrassed when I realised who I was speaking with, but the lesson here is people are nice, regardless of their position. So talk to the people you meet about your business because you don’t know where it may lead.

4. Get on the radio

BBC online transferred me to BBC Radio Devon. I was invited to speak on the Radio Devon show – Good Morning Plymouth the next day.

Here I am with the lovely Gordon Sparks after my 6-minute interview.

It was my first radio experience, and yes I was nervous but I’d most certainly do it again.

PR lesson 5: Grab every PR opportunity that comes along. Talking about your business on the radio or TV is a great way to be seen as an authority and raise your profile. Even if it takes you out of your comfort zone. In fact, the actual experience is likely to be more fun than you imagined.

5. Get your mementos :-)

Winning #SBS was a highlight for me and I couldn’t wait to celebrate by ordering a personalised mug from the fantastic Barry at LF Designs.

I was so impressed with the quality of my mug and the standard of service. I would definitely use Barry again and cannot recommend him enough.

I’ve had a fantastic week in the #SBS spotlight, but I’ve also learned something about the importance of PR and how to get it working for you.

Good luck to everyone who’s entering this Sunday and here’s to the fantastic Theo Paphitis for organising a competition that helps put hard working small businesses in the spotlight.

 

 

Filed Under: Copywriting Tips
10 April 2012 By Leave a Comment

How to create a sticky micro biz website

Your website is your virtual shop.

It’s there to give window shoppers and customers a feel for you and your micro business.

Here’s what happens. A reader surfs by, scans your website then takes a split second decision:

 “Should I stay or should I go?”

Which means you’ve got to get the layout and content of your shop just right.

But don’t be concerned. As a smart micro biz owner, you have the power to increase your website’s “stickiness” and here’s how:

How to lay down the glue and keep your on-line guest hanging around

Your customers determine what’s sticky. And that means you’ve got to put them at the centre of your choices.

Here are three things that influence their decision:

Do they like what they see? Your colour scheme, layout and image choice will influence the aesthetic appeal of your website

Do they like what they read? Customers will be influenced by your page titles, headlines, call to action and page content.

Do they want to do business with you? The overall feel of your website will influence whether reader attention converts into action.

As a copywriter I’m really interested in how you can use words to sell. Persuasive writing is a technique that all micro biz owners who write their own copy should practice. There’s loads of information out there, but to start, here’s 5 simple techniques:

5 Steps to Sticky copy

To pack your website with a compelling message you need a sharp insight into your business benefits and the mind-set of your customers. Then you need to use words that encourage readers to react and respond.

  1. Top of the list is headline writing. Whether that’s your page title or name for your latest blog post, you must invest the time needed to write an eye-catching, evocative headline that promises a compelling benefit in return for reading.
  2. Next you need to structure your content so it’s easy to read. Aim to make your text digestible with informative subheads, lists and bullet points. Then add bold and italics to emphasise key words.
  3. Write about benefits then use features to let your customer justify their purchase. Customers want to know “what’s in it for me?”  In fact that’s all they’re concerned about. Get into the habit of showcasing how your business adds value to your customer, and your stickiness will increase immediately.
  4. Create a compelling call to action that entices your visitor to take the next step – preferably there and then.
  5. Give people a reason to bookmark you, share and return. High quality content in the form of blog posts, topical articles and well written website pages are the key to this.

Easy navigation

In addition to good copy, you need to make your website easy to get around.

Think supermarket shopping.

Each section is carefully labelled to make it easy for customers to orientate themselves or quickly locate what they’re looking for. In addition, there’s plenty of physical space and content to encourage customers to browse and indulge in spontaneous shopping.

You need to adopt the same strategy with your website.

  • Use your navigation bar to signpost your website’s content. Make your navigation descriptive and aim to use the words customers will use when searching for what you have to offer.
  • Embed internal links into your content to help customers stumble upon new information. You’ll notice I’ve used this tactic in this article to help you delve deeper into my blog’s contents.

Spice it up

So you’ve got your copy honed and you’re happy with your signposting and web layout.

The next step is to keep your website fresh and dynamic by regularly adding new content. Google will reward you, and you’ll give customers a reason to return. This is a big advantage when you consider many customers won’t buy on their first visit. Instead research suggests they’ll need to read your message at least 7 times before they get convinced to buy. So entice visitors back by giving them something that’s useful and relevant. You can develop a content marketing to help you do this.

A word on design

I’m a big fan of WordPress (obviously) – in particular the Genesis themes created by Copyblogger Media.

I love that WordPress makes it really easy for a non-techy like me to get to grips with working the back end of a website and changing content as and when I like.  OK it helped that I had Jo from Magenta Sky Solutions to help me, but with Plug-ins and customisations I’ve been able to create a feel that suits my personality and my copywriting service. What’s more, with the inbuilt blog I’m also happily creating content for Copywriting Gems and boosting my SEO as I go.

Before you click on…

You can’t get away from it. Websites are an absolute must have for businesses. How do you make your website sticky? Leave your comments in the space below.

Filed Under: Copywriting Tips
3 April 2012 By 4 Comments

Top 10 copywriting blogs every micro biz owner should read

I run a micro biz. How do I write better?

 

Struggling for that perfect word?

When struggling for inspiration or that perfect word, where do you turn?

Top 10

The internet is awash with “useful” information. But there’s so much “out there” where do you start? If you run a micro biz and want to write your advertising copy better, here are ten fantastic links you need to read.

  1. Copyblogger: This is easily my favourite. In addition to top notch tutorials on business critical topics such as headline writing and SEO, you’ll be awash with excellent and insightful blog posts from founder Brian Clarke and his A-list guest bloggers. Bookmark it now.
  2. Coming hot on his heels is Stan Smith’s Pushing Social. Stan was named one of Social Media Examiner’s Top 10 blogs for 2012. Pushing Social is an essential destination if you’re looking for quality blogging tips that aren’t run of the mill. His weekday posts are consistently classy and thought provoking. This one about goal setting is probably my favourite.
  3. Drayton Bird is the master of Direct Mail. So tap into his knowledge and sign up to receive 51 Helpful Ideas delivered straight to your mailbox. I eagerly awaited these in my early days and gained lots of ideas to improve my writing.
  4. Blogs written by Tom Albrighton at ABC Copywriting always stir up debate and discussion. I like this one about the role of exaggeration in copywriting.
  5. If it’s evidence you want that successful modern copy can be inspired by timeless classics read How to create a website that sells. Here Ben Locker talks about how he used a classic ad by David Ogilvy to promote his own business – the result? It brought in a significant percentage of his agency’s income that year.
  6. If you want the lowdown on how to use SEO to maximise your Google rankings you’ll want to read this by Sonia Simone. As you’ll see Google have fixed it so you can’t exploit loopholes in their algorithm. Now a high ranking site needs top quality content in addition to SEO functionality.
  7. Want to learn why emotions sell? Then read this excellent post by Russ Henneberry called How to sell Like Steve Jobs. Apple fans in particular will like this one!
  8. If you’re blogging to help build your niche authority, check out Jon Morrow’s Boost Blog Traffic website. His inaugural post, The 7 Dumbest Mistakes You Can Make When Launching a New Blog is packed with sensible ideas to strategise your success.
  9. Want to become a better writer? Mary Jaksch shares 73 strategies in this thought provoking guest blog post. My particular favourites are numbers 46 and 47.
  10. Finally here’s a little gem, again from Ben Locker. Read this is you want to discover persuasive words to weave into your copy.
So that’s your top 10!

And, as a bonus, here are a few posts of my own:

  1. Writing is a creative business so if you want some tricks to get into the right frame of mind read 10 Tricks to Make Creativity a Cornerstone of Your Business.
  2. Press releases offer a route to free media coverage – but only if you write them well. How to Write a Winning Press Release is packed with tips and ideas to get you writing a story that attracts the editor’s attention.
  3. Is your Marketing Copy a Turn-Off? This is the most popular post on my blog. Have a read and see why.

Learning to write better is a must for any micro biz owner who produces their own advertising copy.

To get better you’ve got to write more. You can’t short-cut this one.

But you can also learn from the best.

What’s your favourite copywriting blog post? Leave a link in the comments box below.

 

Filed Under: Copywriting Tips, How to Write Better
20 March 2012 By 7 Comments

Important lessons for selling a product with heart

In a past life I was an FE teacher. Each day, I had to capture the attention of mildly interested teenagers and get them to engage. And boy did I discover a lot about tuning people in to learning! That’s because I had a passion for it.

So how does this relate to your selling situation?

Lesson 1 – Believe wholeheartedly in your product.

As a micro biz owner I’m quite sure you’re passionate about your products. But your target audience may not be. So how do you get around this?

One way is to embrace your passion.

You see, if you truly believe in your product, you naturally talk about it with authenticity. You don’t worry about trying to convince people and instead your sales pitch (if you want to call it that) becomes effortlessly more compelling and real. I call this “selling with heart“.

Here’s a practical example of what I’m talking about.

I’ve just returned from a crazy three days at this year’s Education Show. 

Love Our Health at the Education ShowI wrote the Love Our Health’s Healthy Kids Kit and was busy raising awareness of the Kit to visiting teachers (check out the picture!) The Exhibition was great. In addition to a cheek kiss from Peter Andre (that’s another story!) I met a huge number of enthusiastic, committed teachers on the hunt for new ideas and resources. For sure I had a captive audience but to be honest, talking about the Kit wasn’t difficult. It’s not that I’m this great saleswoman, instead I’m passionate about the Kit and the potential good it will do.

I have two young children and want to help them avoid preventable lifestyle diseases in adulthood. The Healthy Kids Kit could provide an answer. It’s a unique classroom resource for Key Stage 2 children that gets the healthy message across in a fun, interactive way (you can find out more when you click here).

So by letting teachers know the product exists, I’m indirectly helping children grow into healthy adults. For me this is a totally worthwhile project and as a result my conviction and passion helped me say the right things to the right people at the right time. And as a result, the Kit got a really good reception.

But there’s more to selling with heart. You’ve also got to create a relationship with your customer…

Lesson 2 – Build rapport. 

“People like people who are like themselves”. Think about it. If you want to sell with heart, you’ve got to tailor your communication to suit the style, tastes and interest of your customers.

The great Claude Hopkins described advertising as “salesmanship in print”.

Using this definition, effective advertising:

  • Captures the essence of what you would say to a customer face-to-face.
  • Appeals directly to your target customer – and then reads as if it was written specifically for them.
  • Avoids faceless, generic, one-size-fits-all baloney!
  • Captures the emotion of why your product is a good solution for that particular customer.

Of course rapport building is easier face-to-face. For one you can read and interpret body language and respond accordingly. We do this instinctively – it’s just the way humans interact. It takes practice to nail it in your copywriting too.

The third step to selling with heart is to give your customer an escape route…

Lesson 3 – Let the customer lead.

It can be tempting to corner potential customers out of desperation to make a sale. However, in my opinion, this hard sell approach rarely works. I’ll tell you why. Agreed you might make a sale, but long-term, that customer is likely to feel resentful and annoyed they were forced into a decision.

For sure there are times when a customer is happy to make a spontaneous on the spot buying decision. However, more often than not, we take time to warm to a company or a product. We want to get to know them.

Going back to the Healthy Kids Kit, I don’t want to pressure people. That tactic won’t work. Instead I want teachers to embrace the Kit and deliver it enthusiastically because that way the children will benefit more.

A much more palatable alternative is the content marketing approach.

Content marketing is ideal for building rapport and nurturing a relationship with interested parties who in the longer-term may become customers. So instead of looking to make a sale, make it your aim to build your list.

Then talk to your list on a regular basis with useful, relevant content that adds real value to your customers.

Try this and in time, and only when the time is right, you could be on their short-list when they’re ready to buy.

I’ve got more ideas about using content marketing to build a tribe of enthusiastic customers here. In the meantime, have a think about your approach to selling. How could you embrace your passion and enthusiasm and translate it into some authentic sales copy?

How do you sell with heart? Talk to me and leave your comment below!

 

Filed Under: Content marketing, Copywriting Tips
13 March 2012 By 2 Comments

Ask and you shall receive. How to write marketing copy that converts

As a micro biz owner, finding customers and making sales is pretty high on your agenda.

So how do you ensure you use the right words to attract your customers?

More to the point, how do you convert that attention into sales and ensure customers race to you when the starter’s gun is fired?

Settle down, it’s time to find out!

In copywriting jargon, the technique which converts readers is your call to action. Simply put, your call to action is what you want readers to do after they’ve read your message.

Action stations!

Calls to actions vary enormously. A share on social media; leave a comments on your blog; download a special report on your landing page; buy a product from your website…

You get the picture. Simply decide what’s right for your own business.

How to entice a response

First you need to put in the persuasive leg work and present your readers with the information they need to decide. You’ll do this in your body copy.

Here’s a quick 5-point checklist.

  1. Are you writing in an appropriate tone?
  2. Have your structured your message so it’s easy to read?
  3. Is your customer clear how they will benefit?
  4. Have you avoided jargon, wordy paragraphs and complicated language?
  5. Did you answer your readers’ questions and reservations?
Once you’ve used your body copy to tick off this, it’s time to get into the real nuts and bolts of conversion…

Ask for the sale

A lot of micro biz owners do a great job of writing their body copy – only to fall horribly at the last hurdle and mess up their call to action.

I don’t know if it’s a British thing, but sometimes we find ourselves a bit too embarrassed to ask for the “sale”. It’s somehow impolite or pushy. So instead, you make your call to action too vague or too subtle and then get disappointed when your conversion rate is pants.

But here’s a though.

You work damn hard. What’s more you know you’ve got a great product that would add real value to your customer. I think if you authentically believe in what you provide, don’t be afraid to sell it (I’l expand on this idea in a later blog).

And don’t pussy foot around!

The trick when writing your call to action is to be as clear and specific as possible.

This makes some biz owners uncomfortable.  They perceive inane simplicity as an insult to their intelligent readers.

Not so…

I bet you read your copy carefully from start to finish (and if you don’t you should!)

You take time (and pleasure) rolling over each paragraph to clarify your understanding.

Sorry folks. You might but the vast majority of your readers won’t. And the stats are even higher for a blatant sales piece (the rules differ for informative “useful” copy like newsletters and blog posts).

And even those who do “read” won’t give your copy their full attention. They’ll scan, skip a bit here and there, read just the subheads… and all the while they’re pondering what to do with the kids after school and what’s for dinner!

And that means by the time they arrive at your call to action they’re a wee bit disorientated.

Focus your reader

To maximise your conversion rate, you must make your call to action clear, specific and simple. Believe me, your readers (and your conversion rate) will thank you for it. In fact, research shows the more detailed you are, the more your conversion rate benefits.

And while we’re on the subject, here are a few more tips to max your conversion.

  1. Have just one call to action. Don’t give your reader lots of choice as they’re less likely to respond. Pick just one.
  2. Include a mini call to action towards the beginning of your body copy. Some prospects will be converted early on and it works well to let them know how to respond quickly.
  3. Click here links work. They’re simple, clear and your subconscious follows the instruction.

Try out these examples

To recap. The best calls to action are specific and crystal clear.

Experiment with these simple examples below:

  1. Ring 07954 580 039 today and speak to Georgina to book your free copywriting consultation.
  2. Download your free copy of Why Copywriting Works by clicking here.
  3. Grab your risk free test drive by emailing georgina@gemwriting.co.uk.
  4. If you liked this blog post, spread the word and hit the retweet button!
  5. Sign up to my mail list NOW – simply complete the opt in box to the top right of your screen! 
  6. How do you influence your conversion rates? What tips have I missed? Leave a comment and let me know!

 

 

Filed Under: Copywriting Tips
« Older Posts