Good news! In this post I’m going to reveal an easy way to get your emails read and your direct mail opened. Sounds good right?

But before we get to that, here’s a short story to make my point – it involves children and animals!

As you know, it’s hard to switch off when you’re a business owner.

I’m always looking for the next idea which I can implement and I’ve noticed they crop up in the most unlikely of places!

Take our recent day out to Pennywell Farm in Devon (if you’re ever in the area and have young kids, it’s well worth a visit). Upon arrival, children are given a sticker with their name and age on (you can see my daughter’s in the picture). It’s such a simple touch but it makes a huge difference to the children’s experience whilst they’re at the farm. At Pennywell, there’s a new activity every half an hour. It’s a great interactive day out and children are actively encouraged to get stuck in. And that’s where the stickers come into play. The staff leading the activities can talk to the children by name. And the result? Instant rapport.

Of course, there’s a powerful marketing message in this…

Customers are more likely to take notice and respond if you tailor your communication and refer to them by name. 

Here are three reasons why:

1. It’s much harder to ignore someone when they say your name
2. Use of your name makes the message feel more personal and less like a mass broadcast that’s been sent to lots of people
3. When your name is used, a conversations shifts from general to personal

And of course, using names is a proven way to build relationships and make people feel more valued. And that’s sound business sense.

How can you apply this in your business?

If you want to get your emails read and your direct mail opened, personalise it. Simple!

Avoid turning people off with general broadcasts and instead, carefully craft your marketing messages so they appeal to a specific target audience. Getting close to your customer avatar will help. That’s because when you know who you want to attract, you’ll automatically hone your message to appeal directly to those people – and the result – you’ll instantly be perceived as more relevant.

Next, use your customer’s names wherever you can (and to help you do that, consider the contact details you ask for when recording a lead).

This will make your email marketing feel more intimate. After all, an email that simply says “hello” is obviously a piece of mass communication.

Try personalising your envelopes when sending direct mail. Just check out the awesome envelope that my printed newsletter from Print Guy arrived in. Can you imagine that being left unopened?

In addition, you can also weave personalisation into your social media campaigns and other marketing strategies. There’s stacks of good practice out there that you can swipe and deploy. For example, Coke embraced the power of personalisation over the summer with their much talked about names on coke bottle campaign.

And Ikea is also exploring the benefits. One of my colleagues told me how her local Ikea had a green screen at their local store and was taking family photos to put on catalogues. Now that’s one way of ensuring it doesn’t end in the bin.

How could you use personalisation in your business?

There’s stacks of scope to use personalisation creatively in your business. I’d love to hear your success stories so please let me know in the comments below how you’ve used personalisation to attract more leads, get more sales and grow your reputation.

I have a confession to make…

This weekend I’ve finally started work on a new personal writing project.

It’s something I’ve been mulling over for a while now, but somehow I’ve just been too busy to get started. After all, I do have an eight-week old baby, client work and other bits and pieces vying for my attention.

Good excuse huh! I thought so too ;-) 

But these “good” excuses were just a cover up to make me feel better about what’s really stopping me. You see the truth is, I’ve been bitten by a bout of writer’s block (yes, it happens to professional writer’s too).

A clever procrastinator that undermines your profit potential

And it’s no laughing matter. I know that writer’s block sounds innocent enough. But the reality is very different.

It’s made me procrastinate and delay getting a new idea out there – after all, it’s not easy to push through the blockage. And as a result, my profit potential has been harmed. For me writer’s block arrives because of fear – fear that what I write won’t cut it. And that fear is tangible. After all, the words that end up on the page are part of me – and that can leave you feeling vulnerable and exposed to criticism.

Can you see how clever writer’s block is? It plays on your fears and can stop you dead in your tracks. In addition, it can add costly delays into your business plans and it can wreak havoc with your confidence.

What’s more, it manifests in a number of ways. Perhaps you’ll recognise some of these…

1. You think your idea is rubbish so you never start
2. You can’t get the ideas from your head coherently onto paper
3. You procrastinate on a writing job and put it off until tomorrow (or until never)
4. You stare at the blank paper and freeze
5. When you do sit down, you can’t think of anything to write and so flick over to Facebook or Twitter

It’s no wonder so much business writing never makes it into print… What you need is a strategy.

Seven secrets for defeating writer’s block

Here are seven ways to help ensure you get that first draft of your blog post, sales letter, printed newsletter etc. out of your head and into black and white.

1. Recognise it – writer’s block takes many forms. So when your fingers freeze, your brain fogs and your pen won’t move, don’t procrastinate. Instead, push through the pain and get something onto paper.
2. Get in the mood – clear away distractions, chain yourself to your chair and just write (or type).
3. Set yourself a time limit – if that writing task is freaking you out, set the timer for just 15 minutes, and then write yourself silly (and once you’ve started, I bet you won’t want to stop).
4. Write without criticism – don’t let your judgemental mind hold you back. Instead allow your imagination to explore, keep writing and get the bare bones onto paper – it can be cleared up later.
5. It’s natural to doubt yourself – so just push on through the doubt and let your ideas flow.
6. Don’t aim for perfection – there’s a time for perfectly polished sentences and it’s NOT now.
7. And remember – anything goes – bullet points, lists and scribbles are perfect for getting into a flow (and then watch what starts to take shape).

So what’s stopping you? Come on. Let’s get writing

Do let me know how you get on. Just pop a comment in the space below and tell me how you’re defeating writer’s block and what written nuggets you’re creating. And if you’re wondering what I’ve been procrastinating over – it’s a new product designed to help non-writer’s create copy that works. So watch this space. I’ll be launching it on Monday 4th November (to mark my daughter’s 3rd birthday).

Your bonus: FREE writer’s block poster

Good news! I’ve created a downloadable poster of these seven strategies for you to print out and pin-up. Simply click here to download your FREE copy now.

I’m constantly intrigued.

Why are business owners willing to invest in design and print costs only to skimp on their words?

For sure it’s important your marketing looks good and arrives in your prospects hands looking like the real deal. BUT if the message is all wrong, you’ve potentially thrown good money down the drain AND missed out on sales.

Your message will make the difference and that’s why being able to write for your business is such an important skill to either learn or outsource.

In fact, it can multiply your profit potential – here’s how…

1.  Know your audience

OK this sounds really obvious but I find a lot of business owners don’t know their target customer that well. And the results are detrimental. You see, if you can’t picture in your mind who you are talking to, you’ll only ever create a generic message. And by appealing to everyone, you end up appealing to no one. In turn your sales message falls flat and you get disappointed.

In comparison, if you understand your customer’s pain, what will motivate them to take action, how they make their buying decisions, what they’re struggling with etc. you can address these concerns through your copy.

And the result? You’ll instantly appear more relevant and interesting. And whilst you may not appeal to so many people – often this is a good thing. You see, If potential customers self select, it means you can reduce the amount of time, effort and money spent on attracting people who in reality are not a good match for you and your business.

2.  Have a clear end goal

This second tip will help you structure and focus the direction of your message.

It’s all about having a clear idea of what you want a piece of writing to achieve. You see that’s one of the BIG differences between writing good English and copywriting. Copywriting is about persuasion.

So what do you want your reader to do? Your objective will vary depending on the type of writing you are doing but could include downloading a special report, buying something, joining your list to discover more about your coaching, singing up for a discounted trial etc.

If you know where you want to take your reader, you can carefully craft your message and plan your structure to ensure they arrive at YOUR chosen destination.

And of course, when they get there, ensure you have a clear, specific call to action which makes it crystal clear EXACTLY what you want your reader to do next.

3. Use stories

Stories, anecdotes and case studies instantly make your words more compelling. After all, people are interested in people. But the reason goes deeper than that. Humans are hard-wired to remember and respond to stories. Stories help information to stick which means as a marketing tool, they are invaluable.

Case studies are also really useful as a form of social proof to back-up what you’re saying. When you talk about real people that you and your business have helped, potential clients (who fall into your target avatar) are able to see the possibilities for themselves – and that’s a very powerful way to market your business.

4.  Answer objections

This tip is really cool.

People will always have objections to your offer. And these reservations will vary. For example:

• That’s too expensive
• I don’t really need that
• No way – that’s too good to be true
• I don’t believe that could do that
• I don’t need that now
• Etc.

Now most business owners try to brush objections under the carpet. They cross their fingers and hope the reader won’t think like that and simply plough on with the sales pitch. Big mistake.

Never underestimate the intelligence of your readers. Here’s a great quote from advertising guru David Ogilvy which makes this point far better than I can:

“The consumer isn’t a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her”.

Instead, anticipate all the possible objections to your offer and write them down. (If you know your target customer, this is often easier than you might think). Next, figure out how you will address them. Finally, weave this information into your message – even better if you can answer the objection when the question arrises.

5. Write more!

I know, it’s easy for me to say this BUT there are two very good reasons why writing more will help you multiply your profits.

1. The more you write the easier it becomes: And whilst good copywriting does require a degree of technical knowledge, it’s also about having the creativity and insights to write interesting stuff that appeals to your target customer. And the more you put pen to paper, the more natural writing becomes.
2. It ensures you keep in touch with your customers: I guarantee your customers do not hear from you enough. Often businesses only send out some words when they have something to sell. Not a good idea! Never forget. It’s not your customers’ job to remember to do business with you. It’s your job to stay on their radar – and the written word is a really powerful way to do this. So email more often, write an extra blog a month, send out a press release, add additional content to your website etc. Use words to build and enrich the relationship you have with your customers and your profits will multiply.

Are you a non-writer?

I’m at my most comfortable with a pen and notebook in my hand or sat tapping away on my iMac. I just love to write and I always have.  And whilst writing to sell is very different from the fairytales and fiction I used to enjoy creating as a kid, a lot of the principles are the same. 

But I know many people don’t feel the same as me! They are consumed with writer’s block, get turned off by the blank page and struggle to know what you write. If that sounds like you relax, because help is at hand. You see if you write copy for your business, you’ll want to get your hands on my FREE report – The Non-Writer’s Guide To Creating Irresistible Content That Works. In addition to some insider secrets copywriting tips, it also contains a number of practical examples to show you great copywriting in practice.

Interested? Simply CLICK HERE to download your free copy

Great sales copy reads effortlessly.

And it’s persuasive…

Somehow it catches your eye, draws you in and before you know it you find yourself nodding at the content and getting excited about owning the product or service that’s being “sold” to you.

And a response like this translates into a healthy bottom line…

But from a copywriting perspective, the problem with writing great copy is it’s time consuming and often challenging.

The end reader doesn’t get to see the countless drafts, screwed up pieces of paper and brainstorm of ideas and notes. Instead, all they see is the final polished version that’s been tweaked, honed and vigorously checked over to ensure the words are just right.

BUT if you want to stand out and get results, you need to invest this kind of effort to ensure your words are sharp, specific and persuasive.

And it’s NOT enough to simply describe what you’re selling.

You also need to consider the sales psychology which means figuring out the right angle, tweaking the order and identifying the hooks and stickiness that will keep your audience reading.

And that’s where these three simple techniques can really sharpen your sales copy.

1. Be curious about everything…

Good copywriting isn’t just about being able to say things well.

It’s also about deciding what should and shouldn’t be included in your copy – and to be honest, this second bit poses your biggest challenge along with your biggest win.

You see you don’t need to have masses of experience in a particular industry to be able to write about it.

In fact, there are times when excessive prior knowledge can be a disadvantage because you can start making dangerous assumptions and taking things for granted.

In comparison, a newbie brings curiosity, surprising questions and fresh insights. What’s more, these fresh eyes will help you make unusual but interesting connections and ideas which can turn a piece of writing from dull to delicious.

So I urge you to look around with childlike curiosity. Be interested in everything you see. Be aware of how different people see the world and learn from these experiences. Take notes. Jot down ideas and allow your discoveries to weave their way into your own copywriting. I promise it will make your words more compelling.

2.  Be brave and explore fresh ideas

Most business owners who write their own copy never take risks.

Instead they fall into the trap of churning out the same old, boring, indistinguishable sales copy as everyone else – and then wonder why customers get turned off.

If you really want to make a difference in your business you need to be willing to take a few calculated risks and try something a bit different. For sure it may not work BUT the upshot is it could…

Think about:

• What would happen if you added a splash of your personality into your marketing?
• How about using your creative flair to help you stand out?
• What about incorporating characters, storytelling and themes?

The cool thing about business is there’s so much you could try – and in reality inspiration is everywhere. Just look around you, notice what catches your attention and then ask this cracking question.

How could I apply that idea in my business?  

3.  Sleep on it

There may be times when you simply have to get something out NOW.

However, if you can wait do because it’s always worth sleeping on a finished draft before you hit the send or publish button.

That’s because I guarantee that even the best piece of sales will always be improved when you look at it afresh the next day.

You’ll probably spot some typos or grammatical errors that you overlooked the previous day (beware, your mind will read what you want it to say rather than what it actually says!)

But more importantly, you’ll probably uncover a better way of making a point or identify a more suitable analogy or case study that sharpens and enriches your words.

Copywriting is an essential business skill – FACT

The ability to write sharp copy is undoubtedly one of the most important skills you can learn and develop if you want to run a successful business.

Being able to consistently persuade customers through irresistable words and interesting marketing concepts can help you find more customers, build your reputation and grow your business. And to achieve that, not only do you need to write well – you also need to stay open to ideas.

So allow your curiosity and imagination a free reign, and see what you uncover

P.S: If you write your own copy and want to sharpen your skills, I suggest you sign-up and download your free copy of  the Non-Writer’s Guide To Creating Irresistible Copy That Works. As well as being packed with useful tips and ideas, you’ll also discover 12 practical examples to show you good copy in practice. To download your copy simply CLICK HERE.

Hands 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

As 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