Friday, December 29, 2006

 

How to make the most of your next speaking opportunity


Q. Hi Cathy! I’ve just received an email from a local business networking group. They want me to give a talk in January! When I call the program director, what do I ask?

A. This query came yesterday from a real reader, just as I was getting ready to write this ezine. Feel free to email me with your own tips and thoughts.

First, congratulations on getting invited to speak! Something’s working in your favor.

Second, when you call, the program coordinator will probably bombard you with info. Take notes as she speaks and she may answer all your questions – even the ones you hesitate to ask.

Here’s what you need to know:

(1) What is the goal of the event where I’ll be speaking? And what do members want?

Generally it's dangerous to assume you know what a group wants. They may have hated the last three speakers and be ready for a change. Your meeting coordinator will have feedback and will be able to point you in the right direction.

(2) Describe the members. Who are they? What are their challenges?

Now you can organize your talk so they’ll be eager to learn from you. If you're giving a longer speech or workshop, ask if you can call a few members to get a sense of where they're coming from.

(3) Am I talking to newbies or fellow professionals in my field?

Tailor this question to your expertise. For instance before I give a talk on website marketing, I will ask, "Do most of the audience members have websites up and running, or are they still in the thinking stage?"

If you're giving a value-based talk -- anything from law of attraction to laws of astrology – ask how the group perceives your topic: serious belief, light enjoyment or outright skepticism?

(4) How long do I speak? Does that include questions?

Let's say she says 30 minutes with another 15 for questions. Time your speech for 15=20 minutes and leave more time for questions.

About 50% of the times I've spoken to lunch and dinner groups, my time gets cut by "announcements" from the group's officers. Or they start late.

(5) I would like to bring handouts. And I would like to pass around a list for people to subscribe to my ezine. At the same time I will be giving a 20% discount on my products. How does this work with your organization?

I once got invited to address a Continuing Ed class. I was asked to sign a contract promising I would not promote my organization and that I would not do business with any attendees unless I gave the university a piece of the action. Needless to say, I declined the invitation.

You get paid two ways: directly through a substantial honorarium or fee, or indirectly by gaining a platform to promote your products. Otherwise you’re selflessly donating time and energy. Make an informed decision.

(6) Will the group be formal?

Unless you know the group, tactfully ask about what you might wear. Once upon a time you could show up in a suit and be safe. But now you could be marked as naive. Recently I heard an experienced speaker say, “Nobody would show up in a suit – not here.”

Suitless in Seattle. Yeah, I know, but we’re almost done...

(7) Will the group be willing to participate in a brief hands-on exercise?

Come up with an exercise that will showcase your talents, get audience members engaged and leave them hungry for more. They’ll remember you because you jogged their kinesthetic senses as well as their brains.

If you’re like me, you’re the one who will get hungry...for more speaking engagements! Each time it’s a new and fun experience.


If you would like to use this article, please make no changes, let me know, and use this resource box:

Cathy Goodwin offers copywriting and coaching to service professionals who want to increase the marketing potential of their websites. Visit
http://www.copy-cat-copywriting.com
Get the 7 best-kept secrets of client-attracting copy:
http://www.copy-cat-copywriting.com/subscribe.html

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Wednesday, December 27, 2006

 

[Copywriting Tips] Generating Copy?


Q. I just saw a pitch for a content generator to create copy for my website. I don't like this idea because I believe my website should be written in my own authentic voice. Don't you agree?

A. Well, yes and no. There's something called a headline generator that many copywriters use to create headlines. You have to feed the software good ideas but I've been surprised at the quality of output.

I also get clients who are concerned that, if I write their copy, their sites won't sound like them. Sometimes you want to write with your own voice, but for home pages and sales letters, it's not necessary. Standard style and standard phrases actually are more effective. A good copywriter will sound authentic rather than sales-y.

That said, I'd want to know more. Frankly, I'd rather see someone use a content generator than go to a discount site (such as Elance or RentaCoder) and hire a $20-$35-an-hour writer. Those writers sometimes are very good, but sometimes they plagiarize. You have to be very careful.

It is a problem because hiring a good writer is very expensive. If you're on a budget you'd do better to get some coaching and learn how to do it yourself.


To reprint this post, please be sure to make no changes and include this resource box with live links:
Cathy Goodwin, Ph.D., coaches and writes copy for service professionals who want to increase the marketing potential of their websites to attract clients and increase revenue. Website:
http://www.copy-cat-copywriting.com
Free Report: 7 Best-Kept Secrets of Client Attracting Copy.
http://www.makewritingpay.com/subscribe.html

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Tuesday, December 26, 2006

 

[Internet Marketing Tip]Say Good-by to Downtime with Information Products

Who else is ready to say good-bye to downtime?

Let's face it: we all have slow seasons. Nobody's calling. Your email inbox remains empty. You feel frustrated.

But when you have a series of information products, you always have business. I've made sales on Thanksgiving Day and Christmas. For a list of my ebooks, see
http://www.cathygoodwin.com/books.html

During slow seasons, you update your ebooks and revise your sales copy. You send out articles and study ways to attract visitors to your sales pages. Maybe you get ready to write another ebook.

You have a very demanding, hard-to-please 24/7/365 client. You.

No ebooks yet? Start here.

(1) Choose a topic. Ideally your topic will be

  • timely: People download information to get up-to-the-minute information.


  • internet-related: They're already on the Internet - hello!


  • dedicated to solving a painful problem related to money, health, or relationships.


(2) Make sure lots of people are searching for ways to solve this problem. Use overture.com and wordtracker.com to see if anyone's searching for your topic.

(3) Develop a list of twelve tips you offer to solve your reader's problem. Each tip should be written in the form "Do X...so you can..." Each tip becomes your chapter heading.

Example: You decide to write, "How Entrepreneurs Lose Weight and Keep it Off," subtitled, "How to Resist the Call of the Refrigerator When You Work Alone at Home"

Your tips might be:

  • Stock up on pre-washed healthy snacks so you won't reach for the candy bar that's all ready to eat.


  • Teach your dog to demand a walk as soon as you open the refrigerator door, so you'll release your energy in healthful ways.


  • Move your refrigerator to the attic, so you'll have to think before you snack (and you burn calories climbing up those stairs).


As you can see, I am not an expert on this topic. In fact, I just might be a candidate for your book, if you or your client has just the right expertise.

(4) Under each chapter heading identify at least 3 takeaways you'll offer, along with relevant benefits.

(5) Draft the sales letter.

Yes. You saw that correctly. Draft the sales letter before you write the book.

(6) Decide how readers will buy your book. Your shopping cart can be set up for immediate downloads. Or you can use Clickbank to advertise and collect money for you.

(7) Write the book in straightforward, simple, dynamic style. Use lots of white space on the page. Develop the promises you made in the sales copy.

(8) Transfer to a PDF file with a table of contents. You can use Word but I use Acrobat for the security features.

(9) Make final tweaks to your ebook sales letter and post on your website.

(10) Write at least 5 articles to promote your book on the Internet. Some authors just use parts of each chapter.

Now get ready for for the ka-ching of your virtual cash register. If you're hearing nothing but silence, revise your sales letter .

And join the "no more downtime" club with a lifetime membership



Cathy Goodwin, Ph.D., helps service professionals who want to maximize revenue potential of their websites. Visit http://www.makewritingpay.com. Download the 7 best-kept secrets of client attracting websites.
http://www.makewritingpay.com/subscribe.html

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Monday, December 18, 2006

 

Copywriting to promote yourself 5 ways


Monica, a very competent businesswoman, was explaining her new website.

“The headline will be my slogan,” she said confidently. “You know: the part that goes, ‘More impact when you speak, every time.’”

Ouch! Definitely not the way to go.

Naturally I’ve disguised the details but Monica’s not unusual. You’ve got at least 5 ways to brag – all different.

(1) Your slogan usually appears near your logo on your website, on your business card and (often) in your elevator speech.

Your slogan should reflect the benefits you offer your clients, not your own uniqueness. I once saw a slogan on a truck, “We know everything about lumber.” My response: “So…why should I care?”

Better: “We use wood to make your home look beautiful.”

Ali Brown’s “Boost business with your own ezine” does the job.
So does Michael Port’s, “The guy to call when you’re tired of thinking small.”

I’ve used “Promotion with professionalism” and, “If your website isn’t making money while you sleep, we need to talk.” My current career slogan: “From career breakdown to career breakthrough.”

(2) Resource box statement. When you send out articles to promote your business, you need a short signature block – 5 to 7 lines – to conclude your article. You’ll need a brief sentence summarizing your uniqueness, such as: “Mary Jones helps high-earning professionals lose their credit card debt and gain financial security in six months or less.”

Some professionals opt for a simpler version: “Bob Smith helped over 200 authors publicize their books to increase sales” or even, “Jane Doe has been helping corporate executives manage their careers since 1992.”

I recommend a sentence rather than a phrase because resource boxes get chopped when your article gets published.

The expert here is of course Alexandria Brown the Ezine Queen.

(3) Irresistible freebie.

To motivate website visitors to sign up for your ezine, ecourse or podcast, you need a gift they can’t wait to download. Go for broke with this one: if it feels over the top to you, it’s probably just right for your readers.

Typical titles refer to a number of critical or essential tips. “Secrets” sounds corny but it still works. I’ve had considerable success with “7 best-kept secrets of client attracting copy.” Others might be “How to avoid the 5 deadly mistakes made by career changers.”

Tip: I encourage my copy clients to begin a website copywriting project with the freebie. It’s a good way to get in touch with your clients’ pain.

(4) Headline.

Your home page needs a killer headline that motivates readers to keep reading. We could spend a whole article on this topic – in fact, whole books have been written about headlines.
Lorrie Morgan-Ferrero wrote: "Copywriting: The Secret Weapon Your Competitors Hope You Never Figure Out How to Use!" Learn more!

(5) Elevator speech.

Designing an elevator speech resembles creating copy for your website: you focus on the target and demonstrate your benefits. A new book on elevator speeches that’s worth a look. The author lives here in Seattle and I’ve heard her speak:
Give Your Elevator Speech A Lift

I don’t recommend trying to economize on promotion by using the same concept for all 5 bragging opportunities, although you’ll find this formula applied successfully to packaged goods marketing. Purina Pet Foods has a wonderful trademarked slogan, “Your Pet, Our PassionTM.” They use it on everything from their website to ads. We’re different.

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Friday, December 01, 2006

 

Need a web host...


I saw yet another posting on a mailing list I receive.
"Desperately seeking low cost web host."

I was polite and cautious when responding. But here's what
I'd want to say:

(1) I'd suggest avoiding words like "desperate" when making
a public post...unless it's a fun post, like a dog care
humorous post. For business I recommend presenting a calm,
confident image even for postings.

(2) What do you mean by low-cost?
I would stay away from free hosts and bundle offers, i.e.,
an offer that combines hosting with website maintenance,
shopping carts, etc. And I would absolutely insist on 24/7
maintenance.

(3) I can recommend web hosts and so can others. The quality
of these hosts can change overnight. I'd pay attention only
to comments from someone who's used a host for 2 years or more.

(4) You can also search the Internet to find ratings of websites.

(5) You should expect to pay $5-10 per month for a single domain hosting -- $15-25 for more frills.

The differences tend to be small - $100 a year or less. If you're so tight on cash flow that the $100 makes a difference, get a job.

Anyway, I can't resist commenting: without good copy, you might as well not have a website!

If you liked this post, you'll probably love my weekly ezine.
Sign up here.





Cathy Goodwin

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