Tuesday, July 18, 2006
[Web Site Marketing Tips] Thinking Positive About Web Site Marketing
This week’s topic surprised even me. Somehow I’m the last person you’d expect to be sharing a message of “Think positive!” Most readers consider my style somewhat edgy at best. I’ll never have to worry about coming across as too pollyanna-ish. But when writing copy, I’ve learned to develop an upbeat style to motivate my readers. And with a background in customer service, I’m especially frustrated by copy that insults the reader – someone we’re trying to convert from prospect to client! Example 1: Writing for his ezine, a self-styled marketing expert compared troublesome clients to a serious fatal disease, which he named. Get rid of the disease and restore the health of your business, he advised. He acknowledged that he could be criticized for bad taste. Well...hel-lo! I prefer to follow the approach of Michael Port, who encourages us to create a Red Velvet Rope policy. Like nightclub bouncers, we only allow the Right People to enter our client rosters. Learn more about Michael’s products and services: http://www.cartville.com/app/?af=305165 Example 2: Writing in her ezine, a well-known consultant shared her frustration with audiences who moan about advertisements on her complimentary calls. As she moved from presentation to conversation mode, she heard some loud groans along with, “Do we have to listen to this?” Hopefully we all realize these teleseminar calls always come with a brief promotion. Otherwise why would anyone offer them? My own audiences have been gracious and friendly, so I never hear so much as a whimper of complaint. But this consultant treated her ezine readers to a rant: “Would you rather see me on the street begging?” Gimme a break. I would just share my announcements, ignore any complaints...and maybe keep the call in organizer mode a few minutes longer. Chances are the moaners are also alienating their fellow audience members. And while they’re loud, I bet only 1 or 2 are doing all the talking. The rest loved the class and want to hear more. Example 3: One copywriter’s home page sneers, “You think you can write your own copy? No way.” And a web designer’s email advertisement warned, “If you are like so many other coaches you need every last cent to build your business and keep food on the table!” Okay, we want to target a client’s pain. But we can still honor our clients. “Sure, you can write your own copy,” I would say, “But are you ready to invest countless hours and thousands of dollars to learn from the pros? And is copywriting the best use of your time?” And if you’re worried about putting food on the table, you probably need to grab a job or find a business that attracts clients faster than catnip attracts cats and peanut butter attracts dogs. When we catch ourselves grinding our own axes, it’s time to review the basics. Why did we want to do this in the first place? Do we need an energy boost? Not that I’m biased, but I’d say the situation calls for a consultation with your favorite copywriting coach or consultant. If that’s me, visit http://www.copy-cat-copywriting.com/copy-diagnostic.html and we’ll find a way to be warm-and-fuzzy with style. |
Friday, July 14, 2006
[Copywriting Tips] Copywriting is Like Basketball
Writing Copy? Take Your Shots! “Start at the beginning.” We hear that bit of wisdom everywhere, even one of the more syrup-y songs in Sound of Music. (I know: I’m the only person on the planet who didn’t like Julie Andrews in that role.) But writing copy often makes me think of playing basketball, something I’d like to do in my next incarnation, when I’ll also be six feet tall and coordinated. Many of us begin by thinking we should write our copy from beginning to end. Begin with a killer opening so we draw in the reader. Add bullets. Insert call to action. Create brilliant sub-head. More bullets. Another call to action. But it’s easy to get stuck writing the sales letter opening. We know it’s important, so we keep polishing. And the harder we work, the more frustrated we become. At least I do, anyway. So how do we break the cycle? Take the pressure off. Don't write just one sales opening! Write 2 or 3 in dramatically different styles, just for fun. And then don't stop writing. Keep going. And often your killer opening will appear after you've written a page or two...or ten. I write a lot. Currently I update 3 blogs. I write tons of articles and book reviews. Lots of e-books. How do I do this? I figure most people will hate what I write and I'll go back after awhile and say, "How could I write that?!" But so what? Some people love my stuff and they buy my e-books. Often folks who buy my e-books come back and buy more. They're happy. I'm ecstatic. Here’s my reasoning: If I write enough some of it has to be good. In my experience, the only way to write compelling copy is to write lots and lots of bad copy. Be willing to toss anything and everything. One day, as you read what you wrote, you'll realize, "That was a gem and I didn't know it at the time!" So how does this approach resemble basketball? One of my favorite basketball players is Diana Taurasi of the Phoenix Mercury. I've followed her since she was a freshman at UConn. She's been compared to Magic Johnson as one of the greatest women players ever. A sportswriter once said, "Diana never saw a shot she didn't like." She shoots from anywhere, even when she's double-teamed (which of course she usually is) and has a hand waving in her face. Most of the time she looks like she's having fun (except when she gets booed for arguing with the referees, who admittedly are pretty awful in the WNBA). She has a lot of bad shots and, every so often, has a really bad game. But she gets star status for taking those shots over and over again. And when she's hot, she starts getting three-pointers and making them look easy. Players who keep passing the ball, waiting for a perfect shot, come across as timid. Fans get frustrated. Let's not even wonder what the coaches are thinking. Timid players often end up creating turnovers because, these days, you’ve got great players on both teams. Botch a pass and your opponent goes sailing down the court for an easy lay-up. So that's my approach to copywriting. Take a lot of shots. Expect arguments with the self-appointed referees (like your client's best friend, who considers herself a copywriting expert because she took one marketing class and got a B-plus after three grade appeals). And, most of all, look like you’re having fun. The fans always know. If you like this article you'll love the Copy-Cat Ezine. Subscribe here.
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