Tuesday, April 18, 2006
[Internet marketing solutions] The most expensive mistake most website marketers make.
“Can you give me some feedback on my website?” a life coach named “Kevin” asked his e-zine subscribers. “I just revised my site - -finally!” Naturally, I couldn’t resist clicking over to see what Kevin had done. I knew Kevin was a thoughtful life coach with a reputation for high integrity. Kevin’s new site cried out for a makeover. He had paid a designer to get drop-down menus and a bit of flash. As a result, Kevin admitted, “I have no budget to pay a copywriter.” Ouch. After skimming a few pages of the site, I emailed Kevin. “Who is your target market? What do you offer? How are you unique?” Kevin replied, “I asked for feedback. I don’t have time to answer a lot of questions. And everyone tells me the site looks professional.” Kevin missed the point. Sure, the site looks professional. But he admits he’s in trouble. So far, he’s gotten nothing but compliments -- no orders and no calls. What can we learn from Kevin? (1) Copywriters can save you money. Often I (and other experienced copywriters) can save clients money on web design. Kevin didn’t need all those bells and whistles. In fact, some Internet marketing gurus claim they do more harm than good. And Kevin didn’t understand HTML, let alone CSS. A copywriter might serve as go-between, translating Kevin’s requirements into web design language. Your web designer saves time – which translates into saving money. (2) Copywriters help you earn money. Reading between the lines, I discovered Kevin could be a stand-out. He has developed an innovative 5-step process to help clients overcome obstacles and take charge of their lives. But Kevin doesn’t realize why he’s unique, so his website reads like five thousand other life coaching sites: vague promises of “take your life to the next level,” “discover what’s important to you” and “enjoy the work you love.” Naturally I’m disguising the details of “Kevin’s” story, but I really don’t have to. Hundreds (maybe thousands) of sites sound just like Kevin’s. (3) Copywriting is collaborative. Like Kevin, my clients often think they can show me a few pages of a website and say, “Make it sell!” Copywriting requires energy and planning, whether you’re a do-it-yourselfer or a firm believer in outsourcing to a specialist. My clients often invest many hours answering my questionnaire. As they write, they often realize there’s a hole in their business strategy. Or they’re sitting on buried treasure. Until I know what Kevin wants to do with his website and his business, I can’t make realistic recommendations – even as a casual ezine reader. I need to evaluate Kevin’s copy in the context of Kevin’s own goals, target market and unique selling proposition. Kevin could do this himself. But, like most busy business owners, he didn’t want to invest the time. And he wasn’t sure what questions to ask. When clients hire me, we have the luxury (and fun!) of creating a marketing message that hits the target market squarely in the center of the bull’s-eye. Bottom Line: Websites deliver messages. Without a message, a website is a calling card – nice when you have more business than you can handle. Most of the time, revising copy brings traffic and sales. Websites typically earn back the copy investment with just a few new clients, not to mention saving energy and funds by avoiding a makeover from the makeover. Cathy Goodwin, Ph.D., helps solo-preneurs, professionals and small businesses build Internet revenues -- without turning themselves into techies or high-powered pushy sales people. Want to discover 7 best-kept secrets of client-attracting websites? Download here. Email me |
Sunday, April 16, 2006
[Internet Marketing Solutions] 7 Tips For Website Marketing with an E-course
You’re starting a new website or targeting a new market with a new product. You realize you’ll need an ezine, but that’s a major commitment. An ecourse is a series of emails, each containing a short “lesson,” delivered to your target market. I recommend creating an ecourse as a first step in developing ebusinesses, especially if you plan to offer a service, such as coaching or consulting. Often first-time visitors to your website will be more likely to sign up for an ecourse than subscribe to your ezine. There’s less commitment and they want to learn about the topic. But an ecourse can backfire. When I first started, I created ecourses that (literally) sent the wrong message. My emails were long and thoughtful. People enjoyed reading my courses but we never moved to action. Here’s what I learned. 1. Decide why you’re creating an ecourse. Do you want to build a mailing list for subscribers? Attract clients? Sell information products? Each goal calls for different content. 2. Choose a straightforward topic that addresses a specific, painful problem. “Never be afraid of cold calls again” will probably draw more readers than “Introduction to sales.” 3. Keep courses short. Most readers tend to tune out after five to seven days. And even when you offer terrific content, readers can find themselves thinking, “Oh no! I’m still catching up!” Readers will tell themselves, “I’ll get around to reading five messages someday.” But most of us can’t convince ourselves we’ll have time for ten messages, let alone 52. 4. Time your message for every day or every other day. Readers have short memories. You can always wait a few weeks or months, then offer another course. 5. Keep each message short. Aim for one take-away in each message – no more. Too much material? Time to write an ebook. 6. End each lesson with a brief action step or exercise, especially if you’re a coach or consultant. You’ll give readers a taste of what to expect if they sign up to work with you. 7. Sign up with a mailing system that hasn’t been universally banned for overzealous mailings. There’s no way you can manually track who’s on which lesson. And you’ll want an automated record of subscribers so you can move to your next objective. I use my shopping cart. and know many folks who use A. Weber For a good example of an ecourse, click on the link below and sign up for Tom Antion’s Free Marketing Course – a small link just under the ezine in the upper right corner. Antion's Course and my ecourse on writing blocks Click here Cathy Goodwin, Ph.D., helps solo-preneurs, professionals and small businesses build Internet revenues -- without turning themselves into techies or high-powered pushy sales people. 10 Copywriting Tips Inspired by My Cat. Sign up here. Copywriting and Consulting Services. Contact me. |
[Internet Marketing Solutions] Attract clients with breakthrough credibility
When you’re in the Internet Marketing world, every piece of writing counts as copy: letters, ezine articles – anything on your website and anything you send to your mailing list. So here’s a quick test. What is the ONE most important, rock-bottom bare minimum quality that will kill your copy faster than a speeding bullet? No, not “boring.” The most important part of your copy is (drum roll) Accuracy. Recently a newsletter I’ll call “New News” noted that the book Freakonomics – a best-seller I read and reviewed last April - includes a chapter on cheating. True. But the newsletter teased us to guess who cheats the most. Teachers and sumo wrestlers, they said. Wrong. Some sumo wrestlers and some teachers have incentives to cheat. For teachers, it’s getting rewarded for student test scores. For sumo wrestlers, it’s more complicated. But do they cheat more than anybody else? Nobody knows. The book just says they both have incentives. Period. A big deal? No. But readers remember your mistakes more than anything else in your ezine, ebook, report, or (I suspect) your wedding toast. I don’t even remember the point of the article about cheating – just the mistake. Be especially suspicious of three kinds of claims: (1) “I read this somewhere...” Check the source (even if you read the book yesterday). And type your quote from the open book, which you keep right next to your word processor. (2) “All” versus “None” For example, you read, “Women are more likely get relationship advice from friends. Men turn to the Internet.” Raise a red flag. Both men and women will differ depending on age, education, income, marital status, geography and more. (3) “Believe it or not...” A few years ago, a self-improvement ezine (citing a best-selling book) claimed that heart transplant patients could take on the donor’s personality. Determined to be open-minded, I raised the question with a cardiologist classmate at my college reunion. “No way!” she exclaimed. “Where did you get that idea? What have they been serving for reunion beverages this year?” “Let’s have another beverage,” I said, changing the subject. Small point? Yes. Unimportant? No. Small points can lead to large losses in credibility and subscribers. But don’t panic if a mistake happens. When you churn out a large volume of writing, you can expect an occasional slip. I once used a metaphor of arranged marriage – and a reader told me I should have referred to forced marriage. At least someone was reading my ezine – and took the trouble to write to me. That’s always great news. And the “New News” publishers have built relationships with readers over the years. We’ll just learn more from them than they intended. Cathy Goodwin, Ph.D., helps solo-preneurs, professionals and small businesses build Internet revenues -- without turning themselves into techies or high-powered pushy sales people. 10 Copywriting Tips Inspired by My Cat. Download here. Contact info. |
Wednesday, April 12, 2006
[Internet Marketing Solutions] Testimonials: Your website's best friend
| You’re a tourist, strolling through a busy downtown area, looking for a place for lunch. Most restaurants seem crowded. But you find an eatery right in the middle of the block – empty! Do you say, “Wow – a real treat! We’ll have the place to ourselves!” Or do you say, “What’s wrong with this picture? If nobody’s eating here, there must be a reason.” And when we’re tourists surfing through websites, we consider downloading an ebook, subscribing to an ezine or buying a few hours of consulting. But we freeze. We want to be part of a crowd! That’s where testimonials send a message: “You won’t be alone if you venture here.” Tell your visitors: “You’re really part of a very nice crowd.” 1. Recognize clients who are most likely to offer testimonials. Fellow business people and professionals often offer testimonials before you ask, if they’re satisfied. And, most important, they’re eager to share their URL’s with you. They want their websites to get higher search engine position by linking. But a client who’s employed by a company or targeting a small niche often prefers privacy. “I may be googled by a future employer,” one client said. “And the first thing to come up may be a testimonial on your website!” 2. Use stories when your services are confidential. A client hires me to discuss how to respond to a performance appraisal. Another hates his job – but the company values loyalty. These folks aren’t going to offer testimonials. They may not even tell their friends they called me. (Some don’t even tell their spouses, but that’s another topic altogether.) So you tell their stories with details disguised. Change “Roger” to “Sally,” “engineer” to “chemist,” and “Phoenix” to “Pittsburgh.” I believe most readers can tell if you’re writing fiction or reporting a disguised version of real facts. And I have a list of clients who will talk to serious prospects on the phone – but they’ll never let me display their real names in public. 3. Use only sincere, result-oriented testimonials. Kyle writes, “Your service was terrific. You had such interesting ideas. And we had an enjoyable conversation. Feel free to use my comments as a testimonial.” Aargh. You write back: “Kyle, thank you! How about this: ‘Cathy, your service was terrific! Since we began working together I feel much more confident. I have leads on 3 jobs in places where I’ve always wanted to live. And you made the process fun, too. – Kyle Kyleson, toymaker, Chicago.’ You use facts from Kyle’s other communications as well as your awareness of Kyle’s progress. You can also ask specifically for feedback and then convert Kyle’s words into a useful result-oriented testimonial. In my experience, happy clients rarely question the text. Once they’ve agreed to a testimonial, they’re flexible. 4. Use testimonials from ordinary people (mostly). In his book Influence, Robert Cialdini says we identify with people like ourselves so we can say, “If they can get results from that resource, I can to.” Cialdini’s five-year-old son learned to swim after watching other five-year-olds – not by following his dad. Learn more. When an Internet millionaire gives a testimonial, you lose the “me too” effect (although you can impress some clients). However, endorsements by mentors can (and should) add credibility. I was thrilled to get a testimonial from Lorrie Morgan-Ferrero, copywriter extrardinaire. (She’s at the Manolo Blahnik level; I’m in Nike running shoes.) Look up Lorrie's website. 5. Let your copy supplement testimonials. Experienced web visitors will read between the lines. They’ll note you have testimonials – a good sign – but they’ll want to know more. Smith says you tripled his business. But how? Did you give him confidence? Overhaul his website? Teach him some marketing basics? Organize his office so he can find everything? When I visit a website myself, these are questions I want to answer before writing a check or pulling out a credit card. Here’s where you draw a fine line between benefits and features. Clients what to know just what you’re offering. Here’s an analogy to clarify the point. Suppose you see a headline: “Never mow your lawn again – and still have a yard your neighbors will envy.” Will the service send someone to tend your yard (typically for an outrageous price)? Will they tear up your grass and install a bed of gravel? Will they plant something that doesn’t have to be mowed? Or will they periodically send over a couple of goats to provide a natural trim? If it were my yard, I’d want to know. And your clients will want to know if your client’s testimonial was based on techniques they could use too – comfortably and easily. Cathy Goodwin, Ph.D., helps solo-preneurs, professionals and small businesses build Internet revenues -- without turning themselves into techies or high-powered pushy sales people. Want to discover 7 best-kept secrets of client-attracting websites? Download here. Email me |
[Internet marketing solutions] Where else can I use my copywriting skills?
| As a newcomer to Seattle, I joined the NW chapter of a national speaking group. This year, they’re offering a “showcase” to allow the newer members to practice and (let’s face it) show off their skills. Eligible members were asked to submit a statement of topic and a bio. Some people just listed their topic and added a few earnest sentences. If I hadn’t studied copywriting, I would have done the same. But instead I searched for a model. Just about every form of business and promotional writing has templates and many are published on the Internet. Then I wrote up a pitch for my topic and sent it off. Frankly, I assumed that just about everyone would get a place in the spotlight. To my surprise, the organizers told me only a few speakers were chosen and many members had submitted proposals. And I was one of a small group who gained opportunities for visibility. Once again, I was reminded: Just about everything we write can be seen as a form of copy. Copywriting can be persuasive but it’s not about format and selling points. Copywriting teaches us to be sensitive to readers and listeners. Who are they? What are their hot buttons? What language do they speak? What do we offer? These days, book titles and chapter titles must leap off the page to sell the reader. Speaking professionally? Once again, titles help you get the gigs. And titles are nothing but headlines. Letters to customers also should be considered copy – especially responses to complaints. Love letters to a special someone? Okay...you’re on your own here. I’m sticking to business. And in that arena, it’s hard to imagine writing anything that can’t be called copy. Cathy Goodwin, Ph.D., helps solo-preneurs, professionals and small businesses build Internet revenues -- without turning themselves into techies or high-powered pushy sales people. Discover the 7 best-kept secrets of client-attracting websites: Download here. Email me |
Thursday, April 06, 2006
[Internet Marketing Solutions] Increase sales with long copy
| Recently I turned some carefully-crafted copy over to a web designer. The next day an email appeared in my inbox: “I had to cut your words. Readers will have to scroll down to read what you wrote.” Aargh. I got on the phone. “You can’t cut my copy! Readers will be happy to scroll down – if they are interested.” What makes long copy work? 1. Write conversationally. Let’s face it: web surfers get bored like everybody else. They’re sitting all alone with their computers and they want to feel somebody cares enough to talk to them. Reading pages and pages of copy should feel like getting a letter from a good friend. Short copy (and short-short ezines) comes across more like a message left on an answering machine – not a meaningful connection. Ever had a phone conversation with a friend or even a business relationship when you just enjoyed talking? You were in no hurry to hang up. You were entertained. You felt affirmed. When readers feel this way, they’ll stay tuned – all the way to the bottom of the page. 2. Maintain suspense. Whether your writing website copy or murder mysteries (my favorite leisure reading), maintain suspense. Each sentence should motivate the reader to move to the next sentence...and the next paragraph...and the next page, chapter and even book. I’m not sure who first applied the term “bucket brigade” to copy (Yanik Silver? Dan Kennedy?). But here’s the idea. Before fire departments got organized, volunteers would fight a fire by lining up and passing buckets of water from the nearest well to whatever was burning. Another line would pass empty buckets back for refills. Buckets moved from hand to hand – fast, no stops. So think of each idea as a bucket you want to pass along, from one sentence to the next. Motivate the reader: “Keep going! Urgent! You need to reach the end before anything else happens!” 3. Ask, “Who’s reading?” rather than “How long?” Your target market really wants to learn what you have to say. They realize they’ll learn from you, even if you’re overtly making a sales pitch. So they keep reading....and reading. What’s your favorite personal interest? Dogs? Cats? Hiking? Basketball? Soccer? Music? Art? Real estate? When you’re passionate, you can’t learn enough. You hope the article, book or talk will go on forever. And if you’ve targeted right, your readers will feel the same way. 4. Encourage your readers to talk back to you. Marketing researchers know: When we read any message, we tend to talk back! Sometimes we speak aloud (and even throw a magazine across a room – doesn’t work with a computer). But most often we engage in what psychologists call “counter-arguments.” For example, you read, “This technique will transform your cat into an obedient pet who comes when called.” You think, “No way!” or “You must be kidding.” We also affirm what we read. “That’s a great idea!” “I can save money in the long run!” And (especially if we’re contemplating a big-ticket item) we’re seeking more and more reasons to justify our buying decision. So...you’re probably ahead of me: Longer copy, more opportunities to say, “Yes – it’s for me!” 5. Crawl out on the edge. What television shows become mega-hits? I should know. I’m somewhat anti-television. No cable in my home because, “There are better ways to spend my time!” But what do I rent at the video store? You got it: the big HBO and Showtime series that go outside the networking programming box. They’re more like indie films than television – and they attract audiences of millions. And just try to rent a DVD of past seasons: you get on a waiting list. (Desperate Housewives? A desperate imitation! Feel free to email if you disagree.) Writing works the same way. I’ve tried to be somewhat conservative in my ezines and articles – and I get wonderful testimonials. But when I write reviews for amazon.com, I just say what’s on my mind. And I get some of my best clients and subscribers. One reader even said, “Do they call you Cantakerous Cathy? You never say anything nice!” But - -she signed up for my ezine and attended a few teleclasses. At least half a dozen clients claim they hired me because, they said, “You tell it like it is!” Edgy for me means strong opinions and ideas. Some famous copywriters use strong, colorful language. Adapt your edginess to your audience and your own style. Cathy Goodwin, Ph.D., helps solo-preneurs, professionals and small businesses build Internet revenues -- without turning themselves into techies or high-powered pushy sales people. Download: 7 best-kept secrets of client-attracting websites. Get your Report here. Email Cathy. Consulting and Copywriting Phone (206) 819-0989 |
[Internet Marketing Solutions] Higher Education for Internet Entrepreneurship
For many of us, September signals, “Back to school!” Many of us followed a structured plan – from kindergarten to grade school to high school and college. Beyond choosing a major, we rarely had to ask, “What next?” But once you’re on your own as an Internet entrepreneur, you have to structure your own program. And it’s easy to take steps out of sequence. You no longer have to worry about passing a course. But following a system can save you great amounts of money and time. And you’ll most likely become successful and profitable a lot faster. 1. Baby steps: whatever’s easy to reach. I recommend beginning with whatever’s cheap and easy to reach. Nearly every marketing and business consultant offers low-cost (and sometimes no-cost) classes. Subscribe to ezines. Read widely and talk to lots of people. Resist the temptation to dive in deeper. 2. Elementary school: Manuals and Home Study Courses. As you get to know who’s who, start to invest in manuals and home study courses. Don’t spend big bucks – you can get more than half of what you need for just a few hundred dollars. Check out my favorite business resources. 3. Middle school: Classes and seminars. Which manual actually helps you make money? Which ones seem to be fluff? After you’ve identified the “good guys,” invest in lower-cost classes, mostly delivered by phone. Tip: Buy the recordings, too. You’ll want to listen over and over again. 4. College: One-to-one consulting or coaching Many newbies start here. I did too. “Just get a coach and follow her suggestions.” “Let someone walk you through the process.” “First step: find a coach.” But when you’re new, you don’t know what you want – much less who can help. You won’t know what questions to ask. So save this step till you’ve completed the earlier programs – and you’ll be ready. 5. Graduate school: High-powered mentoring programs and seminars. Now you can sign up for programs costing four figures and more. Consider attending some “live” seminars with big-name speakers. I attended my first seminar in July 2005 – and learned more in 2 days than I’d gained in the previous 2 years! The pace was fast and furious. Don’t forget: Unlike traditional education, it’s okay to repeat a grade. It’s even a good idea! As you review what you learned three or four years ago, you’ll have a whole new context to place ideas. For example, I attended Tom Antion’s teleseminars three years ago. I learned a lot. But recently I listened to the tapes again, after implementing some of his ideas over the years. I was surprised to realize how much was on these “basic” tåpes – and how much I could still learn. Get Tom's tapes here. And you’ll most likely derive even greater benefit, this time around. Cathy Goodwin, Ph.D., helps solo-preneurs, professionals and small businesses build Internet revenues -- without turning themselves into techies or high-powered pushy sales people. Download: 7 best-kept secrets of client-attracting websites. Get your Report here. Email Cathy. Consulting and Copywriting Phone (206) 819-0989 |
Tuesday, April 04, 2006
[Internet Marketing Solutions] Web Site Or Job Description?
You’re a service business, such as a coach, accountant, consultant, speech coach, office organizer or virtual assistant.A prospective client lands on your website. “Nice site,” she says, nodding approvingly. “Great logo.” So she looks for a Call to Action: "Click here and get a Free Report." And you offer one. 101 things a coach [accountant, consultant, speech coach, office organizer or virtual assistant] can do for you. Yawn. At that point, your prospect decides to leave. Unless she’s been living on another planet, she has some idea of what you do (or thinks she does). If you’re an accountant, she won’t be astounded to discover you’ll prepare her taxes. If you’re a virtual assistant, she’ll expect you to help with mailing lists and phone calls. And she’s been to 43 other websites. She’s already seen the same list. Her eyes start to glaze over. She decides it’s time to take a break and watch the latest replay of The Sopranos. At least that’s what I would do. How can you prevent the bleary-eyed visitor blues?
(2) Make it easier for prospects to figure out why you’re different from the competition on the other 43 websites your prospect just visited. (3) Identify benefits your prospect may not have anticipated. For instance, prospective clients may not realize that some office organizers can help them choose furniture to make their lives easier. Others employ feng shui principles. Bottom Line: Visitors who see a big grab-bag list of offers will tune out if they recognize the first few. “Ho hum. I know that.” Instead, find ways to showcase yourself and your expertise --professionally. Your visitors will thank you. Cathy Goodwin, Ph.D., helps solo-preneurs, professionals and small businesses build Internet revenues -- without turning themselves into techies or high-powered pushy sales people. Download your Special Report: 7 best-kept secrets of client-attracting websites. Get your Report here. Email contact. Phone: (206) 819-0989 |
