Sunday, October 29, 2006

 

Slow month? Hire yourself as a pro


A few days ago, I was explaining to “Linda” why I couldn’t participate in an organizational event.

“I’ve just gotten busy and I need to invest time in marketing,” I explained. “People who have regular jobs don’t have to.”

Oops. I realized Linda was self-employed too.

“Of course you’re probably at a stage where your marketing takes care of itself,” I said, trying to recover.

“Actually I’m having a slow month,” she admitted. “So I’m working on my yard instead of hiring a lawn service.”

Sound familiar?

I believe it was Dan Kennedy who encouraged copywriters to “be your own best client.”

Linda had become her own best client...of a lawn service. Not bad, except that she’s a copywriter who specializes in health care marketing.

Linda needs to hire herself for her professional skills and leave the lawnmower, rake and pruning shears to someone else.

During slow times, I work for myself. I write copy for my ebooks. I polish up the copy I have. After all, I’ve come a long way since I began writing and marketing my own products.

And I revise copy for my programs. I create new programs. I write new ebooks and revise those I have.

So I wanted to tell Linda, “During slow times, create an information product. Then you can write copy for your product.

“The possibilities are infinite. Depending on your talents and interests, you can also design websites for your product, learn google adwords, create teleseminars to promote your product, write a product for an audience that’s easy to reach...”

The best resource for writing your own ebooks:
http://tinyurl.com/ydfsw7

If she’s not the Internet type, she could begin creating live workshops to present in her own city. She could create booklets to sell in hard copy form.

She could even branch (!) into a whole line of business. Some Internet marketers devote their energy to learning how to market on the Internet, rather than develop a product or service. They’ve mastered the fine points of google adwords, adsense, SEO all sorts of other tips and tricks.

Google Guru Perry Marshall tells of finding a good product that wasn’t selling well. He joined the affiliate program, wrote a great Google advertisement and earned more as an affiliate than he would by writing his own.

If you’re a mathematically oriented person, you might enjoy playing the numbers more than plying your trade with words. Listening to one of Perry Marshall’s seminars, I was reminded of experimental design classes. Test creatively, he says. And test some more. Here’s the link:
http://tinyurl.com/y5ftug

Of course, if you actually own a lawn service, you can still create information products. Being gardening-challenged myself, I would have benefited from “Ten tips to pruning your own roses” when I lived in New Mexico. Definitely I would have attended classes on, “How to plant a new fence-climbing vine after you’ve killed off all the other ones.”

But if you’re gifted with roses, you might be wise to hire a copywriter who’s more comfortable with words than weeds. You’ll come out ahead in the long run.

And when I apply my professional skills to my own business, I find clients seem to come, almost without effort. There’s something magic about being busy, as long as your action has purpose and direction.


Cathy Goodwin, Ph.D. offers strategic copywriting and communications consulting for small biz owners and solo professionals who want to sell themselves without sounding sales-y. Ask about her three-step Strategy-->Message-->Copy system. Begin with a visit to the Copy-Cat website.

Tuesday, October 24, 2006

 

Copywriting Tip: It's not interesting


Recently I caught myself writing the word "interesting" in a blog entry. When I edit copy (my own or other people's) or teach online courses, I treat the i-word as x-rated. It doesn't belong anywhere.

"Interesting" has become one of those empty words that convey no meaning. Everything is interesting to somebody. (If you don't believe me, spend a few hours watching prime time network television.)

So we have few uses for "interesting" these days...definitely doesn't belong in the copy.


Cathy Goodwin, Ph.D. offers strategic copywriting and communications consulting for small biz owners and solo professionals who want to sell themselves without sounding sales-y. Ask about her three-step Strategy-->Message-->Copy system. Begin with a visit to the Copy-Cat website.

Monday, October 23, 2006

 

Don't swipe this one...


Copywriters maintain swipe files. When I begin to write a new piece of copy, that's the first thing I do: go over copy written by folks I admire.

But as I write more copy I become more sensitive to anti-swipe. For example, I saw an ad for a dental insurance plan on the side of a bus: "Plans just for you. Because you're special."

Well, even the best dental insurance company will offer a limited range of plans. And what does it mean to say I'm "special?"

"Special" is one of those empty words.

Better to have a slogan that reaches my pain...in fact, the double pain of dental work and dental bills. Being able to choose my own dentist will help with the first and getting reimbursed promptly will help with the second.

So..just come right out and say so.


Cathy Goodwin, Ph.D. offers strategic copywriting and communications consulting for small biz owners and solo professionals who want to sell themselves without sounding sales-y. Ask about her three-step Strategy-->Message-->Copy system. Begin with a visit to the Copy-Cat website.

Friday, October 20, 2006

 

You want to help me? Don't ask...


Readers sometimes help me out. They email me with reminders like, "You've got a misspelled word on your website page" and they give me the URL. They point out that I haven't clearly spelled out a certain offer.

I love those emails.

But sometimes I get emails like, "I'm a web designer. Here's a suggestion for a revision of your website."

Or "Maybe you'd be interested in my services?"

Or "How can we help each other?"

When I get these emails, I grit my teeth. Sometimes I remove the names from my ezine lists.

They don't get it.

What's wrong with these ideas?

(1) Wait till you're invited to offer a critique.

Think about it. I do copywriting for websites. Wouldn't you figure out I know web designers? If my website needs work, either I've made a choice to do nothing or I've been too busy to deal with a change.

I have a firm rule. I will not hire anyone who sends me a "cold" email, along the lines of, "I've seen your site and I have an idea..." Or, "You may be looking for a web designer..."

These folks are the Internet equivalent of ambulance chasers. They need to join my Bragging101 program.

(2) Top-of-the-head ideas tend to be useless.

When I write copy, I spend a lot of time learning about my client. I have a long questionnaire and i'll read through their site. Depending on the job, I may do some additional research. I need to know the client's target market and unique selling proposition before writing a single word.

Once I was redesigning my business card. An acquaintance from a networking event said, "I'm a designer. Let me play with this."

To my amazement, she not only played with the design: she changed my copy. Without asking.

Now, a business card can be a powerful piece of real estate. I encourage everyone to use front and back. Consider your words carefully.

This "designer" added little dollar signs all over the card. And while I offer a 15-minute chat to discuss my business, she proposed a "15 minute money making conversation abosolutely free."

I don't want to emphasize "free." And my fifteen-minute consultation is more about whether we can work together than how you can make money. Frankly, in 15 minutes, I'm not sure I could make any worthwhile suggestions!

This well-meaning acquaintance hadn't done her homework. She just threw out ideas that turned out to be worth less than the paper they were written on.

(3) If you have an offer, be specific.

Think about it. "How can we help each other" is pretty insulting, although the sender clearly intended to create a friendly win-win initiative.

He's placing the burden on me. I'm supposed to figure out what he does and how we can work together.

What he should do: Figure out what I have. Identify how he can help. Make a specific offer.

But even then, you have to be careful to avoid sounding desperate. Busy people don't go chasing after individual clients, unsolicited. They don't send around emails saying, "Maybe I could help."

They take the trouble to create ezines, classes and strong websites. They attend networking events and share their business cards.

And mostly they stay busy. Being busy gives off vibes that attract more business.

And then you're too busy to offer unsolicited advice.


Cathy Goodwin, Ph.D. offers strategic copywriting and communications consulting for small biz owners and solo professionals who want to sell themselves without sounding sales-y. Ask about her three-step Strategy-->Message-->Copy system. Begin with a visit to the Copy-Cat website.

Thursday, October 19, 2006

 

Networking : My biggest pet peeve


OK, networking can be fun. It's pleasant to have lunch or dinner with friendly people who have interesting stories to tell.

But how do you decide which groups to join?

Some organizations now limit the number of meetings you can attend before you join. You can't just show up for lunch or a meeting. You have just 2 meetings to test the group to see if they'll be helpful for you. Then you pay an annual fee.

Not enough.

For example, when I think "Toastmasters," I think of people who are afraid to speak. They mumble and stare at the floor. They're terrified. Since I've spoken professionally, and I'm a natural ham, why would I join?

But I did - after attending half a dozen meetings of a local chapter.

As I got to know the members, I realized they were not the stereotypical Toastmasters. Most were not afraid of speaking. In fact, my chapter attracts professional speakers, trainers, teachers and business people. Those who begin fearfully make fast progress because they have strong role models who are not afraid to give tough feedback.

I even stretched my skills by entering a humor contest. I got tips from a chapter member who had performe in comedy clubs professionally (i.e., she got paid!). My talk: "Fashion Challenged in Seattle." So far I won the first round.

Two meetings would not have been enough.

And if you're networking wouldn't you want to meet more people...even drop-ins? I stopped by one BNI group for just 2 meetings and would probably hire at least one person from the group, although I'm not sure I would want to join.

Bad rule.


Cathy Goodwin, Ph.D. offers strategic copywriting and communications consulting for small biz owners and solo professionals who want to sell themselves without sounding sales-y. Ask about her three-step Strategy-->Message-->Copy system. Begin with a visit to the Copy-Cat website.

Sunday, October 15, 2006

 

Copywriting to build trust on your website


One of the biggest thrills of having a website is watching visitors land, sign up for an ezine and maybe even buy – sometimes on their very first visit! I always find myself purring when that happens.

So I started asking, “How can we build trust through a website?” Of course you can build trust by sustaining performance. When your readers get your ezine week after week, with no interruption, they regard you as “reliable.”

But what can visitors learn in the first five minutes? And after reading, studying and listening to my own results, I’ve come up with 7 trust-building factors.

1. Create accurate, realistic, credible promises.

Surprisingly, one of the best ways to create realistic expectations is to follow principles of good copywriting. Review features and benefits, ruthlessly. Get specific. List specific topics you cover on each page and each class – and present them as benefits, not theoretical ideas.”

2. Go boldly into the jungle of the Internet.

It’s no accident. The most successful website owners aren’t afraid to share success stories. They say confidently, “I can do this.”

Timid websites actually scare their visitors. “What’s he trying to do?” “Why doesn’t she ask for my order?” “Maybe I’ll hurt their feelings if I ask a tough question.”

3. Appoint yourself a ghost-buster.

Does your website resemble the Internet version of a ghost town? Do you display classes that closed six months ago and links that go nowhere?

Okay, I know. When you have a humongous website (and I do), you will get glitches. You will forget a key link to a class (I just did – it’s fixed now).

But most readers can tell a “live site” from a “haunted site.”

Once I found the site of a high-profile marketing coach. Eagerly I followed the links to a promised teleclass, including requirements to fill out a zero-balance credit card form. And what did I get for my efforts? A notice, “Classes canceled until July 2006.”

In September 2006, that’s not a good sign.

4. Get signed testimonials.

Once we could get away with testimonials from “Betty A. in St. Louis.” Today we need Betty’s full name and perhaps her occupation.

When you have sensitive topics, create a “success stories” page, where you can disguise the identifying features of your clients. Or you can create an information product and collect testimonials that attest to your knowledge and awareness.

And yes, the content of testimonials adds to credibility. That’s another article.

5. Create lots and lots of content.

Readers tell me they learn a lot about how I work when they read my articles and online book reviews. They get a sense of how I think. They can assess consistency from one web page to another and from one article to another.

An added bonus: Content attracts traffic, too.


Cathy Goodwin, Ph.D. offers strategic copywriting and communications consulting for small biz owners and solo professionals who want to sell themselves without sounding sales-y. Ask about her three-step Strategy-->Message-->Copy system. Begin with a visit to the Copy-Cat website.

 

Sharing Your Pain



Let's say you're going through some tough times. Your relationship is starting to crack and a break-up may be imminent. A relative or close friend has been diagnosed with a serious illness. Your dog dies.

So...what do you share with your ezine readers?

After all, you could say, maybe they want to help. Every time I write about my dog I get all sorts of advice from my readers.

And sometimes you may be able to reach out to others. If you're well-known with a huge mailing list, maybe you can remind your readers to get check-ups. You communicate a message, "Hey, you are not alone. I'm dealing with illness -- nobody's immune."

It's a judgment call.

(1) Some of your readers will be brand-new to your list. They may feel more like business associates than friends.

(2) Some readers will relate to your experiences and appreciate the story.

(3) All readers will wonder: What should I do? Should I send expressions of concern? Hire you for assignments with deadlines?
Send flowers?

(4) If you expect a disruption in service, advise readers what you've arranged.

(5) Be prepared for any and all reactions.

When my wonderful dog Keesha died, I felt I had to comment. She had been featured on my website and readers would worry if I let a few weeks go by without mentioning her.

Still, some readers made it clear they didn't care. They weren't especially fond of dogs or they hadn't gotten to know Keesha.
They had a point.

Feel free to comment by clicking on the link that refers to number of comments and you'll be able to add your own thoughts. I delete comments that are obviously spam, deliberately offensive and/or not related directly to the topic.



Cathy Goodwin, Ph.D. offers strategic copywriting and communications consulting for small biz owners and solo professionals who want to sell themselves without sounding sales-y. Ask about her three-step Strategy-->Message-->Copy system. Begin with a visit to the Copy-Cat website.

Sunday, October 01, 2006

 

Copy too long?

: “Help: my copy isn’t working”

Q. “Copywriters always tell us to use long copy. But my clients are busy professionals. They say the copy for my new workshop is so long they won’t even tell their friends to look me up.”

A. Salespeople like to talk about hidden objections. For example, price often (but not always) appears as a hidden objection. We’re amazed when someone can’t scrounge up the bucks for what we’re selling – a product that will truly revolutionize his life or her business – and in the driveway sits a brand-new Porsche with all the bells and whistles.

So when a client says, “The copy is too long,” I would look for an underlying meaning: “I am not interested.” After all, if we’re seriously considering paying $5000 (or even $500) for a workshop, we want to learn as much as we can before hitting the button to make a non-refundable deposit.

Five reasons you might be hearing the “Too Long” Objection:

(1) New Product means new market

Sometimes an experienced coach or consultant, with a long list of loyal clients, creates a workshop: a live weekend, a 6-week teleseminar, or a weeklong retreat in the woods. And surprise! Those loyal old clients just aren’t interested.

For example, busy professionals often avoid programs that require blocking out a certain portion of time every single week for 6 weeks. And even one short weekend of travel means packing, arranging for pet-sitters, and maybe missing a favorite concert or quality time with a significant other.

So your loyal clients frown, “The copy’s too long.” What they mean is, “We love you the way you are – and we want to continue to enjoy one-to-one phone consulting. Period.”

You can attract a new market. You just need more time.

(2) Warm up the Hot Buttons.

Let’s face it. People buy when they feel pain. So when you offer a new workshop, you have to identify something your clients really want and a problem that’s causing them to struggle.

I find some service professionals targeting the issues their clients faced back when they opened their doors for business – often many years ago. The clients have changed. The world has changed.

And promises that seemed fresh and exciting just a few years ago have become almost trite.

“Take your business to the next level.”
“Focus.”
“Clear clutter.”

Yawn.

(3) Work the numbers game.

Everyone (including me) wants instant feedback. So we revise a web page, sit back and wait...thirty seconds. Nothing happens? We go back and rewrite.

For a product that seems big-ticket to your target market, you can expect response rates of one or two percent. If you’ve got an exceptionally good ezine list, you may get higher rates. If you’re a highly respected name with a waiting list for your services, of course you’ll get stronger responses.

Many of us sigh enviously when Fred Famous tells his ezine, “I just filled up a fifty-seat workshop at five thousand dollars each.”

Wow. But Fred’s mailing list may have fifty thousand names. That means (at most) one out of a thousand readers signed up. His alliance partners also sell his workshop through their affiliate programs (and writing some pretty darned good copy, too).

And Fred’s results probably didn’t come overnight. Your prospects need to see your ad five to ten times (and perhaps listen to some pre-seminar audio) before they join.

(4) Test...and test some more.

Famous Fred probably tested at least two versions of his copy, most likely using the simple features of his shopping cart. You can do the same – it’s not hard at all.

Even a minor change – sometimes as little as a comma – can change response rates dramatically.

(5) Get ready for more changes.

A revision doesn’t necessarily mean your copy was a failure. Sometimes the only way to learn what a market wants is to put something out there (especially for a new product or market).

Revise when you have a logical, rational reason, backed by more than a few faithful old clients who don’t want the new product anyway. You may need to conduct some research, such as a virtual focus group. Some independent consultants and copywriters will conduct this research for you – offering valuable objectivity.

Don’t be surprised if your clients will tell an outsider things they’d never share with you.

After all, they love you like a family. And they’re not sure they’re ready to watch you grow up and change.

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