Thursday, August 31, 2006

 

Elevator Speech: Going Up!


For some reason, the term “elevator speech” makes me feel sleepy. These self-introductions tend to be dreary and boring. They follow a predictable fill-in-the-blanks pattern.

The first time someone explained the concept to me, he used Option 1: “You know how stressed-out people get when they’re moving? Well, I have a three-step easy-move system...”

Yawn.

Option 2 starts off more marketing oriented. “I work with solo-preneurs who are struggling to sell themselves without sounding sales-y.”

True. But I’ve discovered a better way to tell my story...by telling a story.

Recently I met a financial consultant who opened with, “I help clients manage money. For example, one client was a recently divorced woman who just suffered a devastating financial loss. She was afraid she’d have to declare bankruptcy. Two years later, she’s living in her own home and buying investment property...”

Well, I may have gotten a few details wrong, but that was the gist of her story. Everyone in hearing distance leaned over to ask, “Can I have your card?”

So I went home and, just for fun, created some examples from my own experience.

“For example, one client had a beautiful calling card website but all the revenue came from face-to-face networking events. We overhauled the website, added an e-course and created a section to showcase her services. Now the website brings in serious inquiries – and occasionally a sale after a single phone call.”

“For example, I wrote a press release for an arts group’s annual seminar. The story got picked up by the big city papers and a couple of suburban weeklies. We tripled attendance rates from the year before and the group had to go out and find a new meeting room.”

No success stories? Too new?

“For example, a client might come to me with a brilliant information product on a hot topic – and a track record of zero. I would help the client discover hidden benefits, develop some bonuses and write a direct response sales letter that would bring in revenue almost immediately.”

Isn’t this a lot more fun than, “I help people who...”

After all, an elevator speech is copy, just like your web site and your sales letter.

And this blog.

Monday, August 14, 2006

 

Networking When You're New


Believe it or not, I have never seen an article or book on this topic. When you have your own business, moving can be challenging.

I wrote the book on moving (literally -- click here) but I never thought about subtle differences in networking opportunities and geography.

When you move, you're a newcomer and you're regarded with suspicion. If you don't have an established business, you're in a one-down position and your first impression will forever be, "Oh yes, I remember when she was new..."

Where does "everyone" take classes? In some cities, it's Learning Annex. Here, we have DiscoverU. And in some cities, nobody.

In your previous city, you may have been the only game in town. Now you may face all sorts of competition. Or maybe your previous city had few networking opportunities and all of a sudden you're surrounded.

Fashions differ too. "Business casual" varies by region and by area.

And then there's location. Seattle may be big, but at least half the networking meetings take place in Bellevue, a growing upscale city that lies across a crowded bridge. You have to allow for traffic, weather and fender-benders.

I sold my car when I moved here so I take the express buses, which actually are faster and allow me to get work done while I commute. The downside: Despite Seattle's superb bus system, I draw raised eyebrows when I proudly announce my mode of transportation.

We won't even get into issues like, "While you're trying to find a hairdresser, you may need to walk around with a paper bag over your head as you recover from the latest disaster ("she was so highly recommended...")

Me? I'm heading back to the relative obscurity of the Internet.

Sunday, August 13, 2006

 

Finding Your Best (and only your best) Clients




Several months ago, I told someone at a networking event, “I need a photographer for some good head shots.”

A few days later I got a call. “Hi. I’m Daphne and I’m a photographer. My studio is in Smallville.”

“Frankly, that’s a little far,” I said. “I’m not even sure where it is.”

“Only about 35 minutes. And I get to your neighborhood every so often. I can give you a ride.”

“Let me think about it.”

Okay, I’m like everybody else. I use code words for “No thanks -- probably never.”

“Don’t think too much,” Daphne countered. “I’m busy and I’m already scheduled a month ahead. And oh yes, I’d probably have to charge something extra for driving you.”

After I hung up, I was puzzled. If Daphne’s so busy, why would she offer to come and get me?

But of course I know the answer. It is very, very hard to turn down business, even if you’re wildly successful.

I was the wrong client for Daphne. “Thirty-five minutes” usually means closer to forty-five. I bet there would be stops for gas and groceries along the way. And in Seattle, you have to expect traffic delays, fender-bender close calls and a visible police presence.

Once we arrive, she’d say, “For a good photo, you need to be calm and peaceful.”

Right.

We all know we need to say “no” to clients. Michael Port talks about creating a “red velvet rope” policy, where (just like the big-name night clubs) you admit those who “belong.” To learn more, read
Book Yourself Solid .

In my experience, you can’t set a policy till you’ve been in business awhile. And for some services, you’ll need a diagnostic call or two to decide who gets past the rope.

In my own business, I find clients are not ready to discuss copy until they’ve gone through two previous stages – strategy and message -- and I can offer help to get there. Click here to learn more.

I welcome almost anyone for a Website Review, but I won’t write or coach copywriting before a client seems ready. I also favor clients who keep appointments faithfully, but that’s another story.

To overcome the temptation to offer your equivalent of, “I’ll drive you,” I recommend setting up an “Ideal Client” section on your website. To create this section, you need answers to three questions.

(1) Who is most likely to benefit from your service? (2) Who will not benefit? (3) What information do you need to tell the difference?

You’re helping the clients, too. When they’re feeling desperate for solutions, they’re not likely to screen carefully. The client who’s terrified of talking to strangers will sign up for your most aggressive networking program. The client who hasn’t exercised for years will join an intensive marathon training course.

You need to be the calm source of wisdom and wealth in the middle of their crisis.

P.S. Charging a fee for driving? Talk to a lawyer first. I’m no legal expert but I’d be concerned about insurance, liability and public utility codes.

Saturday, August 12, 2006

 

Dogs: A copywriter's best friend (sometimes)




Copywriter Lorrie Morgan-Ferrero was leading a call for one of her Red Hot Copy Bootcamps when she interrupted with, "Oh no - my dog is having a nightmare. I'd better wake him up." Then while everyone hung on, her whole tone switched to the soothing baby-talk a dog trainer would recommend, as she talked gently to Shadow: "It's okay, Shadow. Just wake up. You're here with me."

That's a great way to show yourself as human and build rapport with your audience. Later Lorrie sent around a note, saying she was "flooded" with appreciative emails.

Alas, I'll never be able to do that. On my calls it's more like, "Oh no, it's getting too quiet out there. Gracie, what are you doing? Gracie! No! Stop! Put down that thing! If you run up another vet bill, you'll be looking for a new home!"

Not a great rapport-building strategy but hey, that's my dog.

P.S. Lorrie's holding a live workshop in September - and I will be there as a copy coach. You can go right to Lorrie's site to learn more and and sign up. OR you can click on this link and I'll get paid too!

Friday, August 11, 2006

 

Jump off the jargon





Okay I am biased...but one of the best reasons to hire a copywriter (instead of do-it-yourself) is, "We don't realize when we're using jargon."

I see drafts of copy targeted to beginning Internet users, filled with references to esoteric HTML, software and more. A true newbie won't know about ezines, ebooks, ecourses, autoresponders, ftp, blogs and other topics that many of us take for granted.

And a non-cook (or even anti-cook) like me won't know how to poach, parboil, blanch, simmer and steam.

Keep it simple...REALLY simple.

If you don't want to hire someone like me, fnd a 13-year-old. Can she understand every word of your copy? If so, you're probably okay. If not, bring out the red pen and get ruthless.

Tuesday, August 08, 2006

 

Your internet resources: the "what I did" advising style


Recently I was chatting with "Brenda," a website owner who felt she'd been Burned by the Big Boys.

"I've spent thousands of dollars over the past few years," Brenda said. "Frankly, I didn't get even a dollar's worth of benefit."

She named a Really Big Boy.

"I signed up for his $3000 program," she said. "I asked him a question about one of my business challenges. He answered, 'This is what I would do.'

"But," Brenda continued,"we're different. He's a guy. He's been in business a lot longer and he's a lot more famous. And we're not in the same business at all."

Brenda experienced what I call the "here's what I did" style of coaching. I've run into this myself -- over and over again.

My favorite:

"I started my business by inviting my former colleagues to a home-cooked breakfast."

Believe me, if I cooked breakfast, we would have follow-up meetings in the Emergency Room. And often our former colleagues write us off as "gone nuts." Mine sure did.

A while back I got so frustrated with hiring mentors I wrote a Special Report:
Download and save.

Monday, August 07, 2006

 

Another email tip...



Another email tip. If you're commenting on someone else's email, be sure to include a copy of the original.

You'd be amazed how many people email me with, "Can you clarify the comment you just made?"

Comment? On what? Where?

True, we get ridiculously long emails in some postings. But who's going to go on a message hunt all over their files? Not me.




Friday, August 04, 2006

 

Are lost emails costing you money?

Are you losing business because you're losing emails?

(1) Get a mailing system that lets you see what you're not getting.

After I started forwarding my emails to my yahoo.com account, I was shocked: even important client emails were going astray! Now I regularly scan the bulk folder and add names to my address book.

(2) Ask your clients and friends to use meaningful subject lines.

Experienced web-dwellers know this - but their friends often don't. And everyone should be extra careful when writing to strangers.

Wednesday, August 02, 2006

 

[web site marketing tips] Strategy vs. Message vs. Copy


One reason a lot of copy seems lifeless: The writer focused on words, before creating a strategy and a message.

The Strategy


Strategy means identifying your target market and your position relative to the competition - something you learned in Marketing 101.

Example: You want to create a program on getting out of debt. You decide to target single women aged 38-50, earning at least $100K a year, working in urban areas. Most belong to professional organizations so you can find them. You have access because you belong to two organizations yourself and the membership chairman gave you a list.

You're unique because you have developed a proven 9-step system that doesn't require giving up credit cards (unrealistic for ths market), sends a guilt-free message and includes room in the budget for spas, vacations and shopping splurges. You're credible as a delivery source because of your credentials and industry connections.

The Message


Message means identifying what you want to communicate about your service to this target market.

Example: For your get-out-of-debt program, you want to communicate "You can have a life without debt -- and without beating yourself up about debt -- and it's closer than you think." Okay, not very inspiring -but we just have an example.

The Copy


Here's where we put persuasive language around your message. A headline might be, "Are you ready to say good-by to your debt -- with love and without regrets?" or "Who else wants to develop a whole new relationship with their money?"

We'd then follow sales letter format for your services. And we'd create a website that works 24/7 as a powerhouse profit center.

 

[web site copy strategy] Beware the cookie cutters


When business owners get into trouble, they frequently panic and reach for the nearest source of help. Or they get a manual and follow a step-by-step guide. Inevitably, they end up in disaster.

(1) Following a formula.

Very few formulas work for everyone...even hair color formulas have to be adjusted so why not marketing formulas?

(2) Copying someone else's strategy.

Even if you're their identical twin, you have to modify. Enough said!

(3)Taking action without insight.

Whenever I've done something without understanding why -- and feeling in tune with my intuition -- I've beeen sorry.



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