Sunday, September 24, 2006
Copywriting to Screen Your Clients
We tend to think of copywriting to attract clients. But one of my missions in life is to wake up lazy, couch potato websites. Your website will become a productive, hard-working citizen when you write copy to attract clients – and also turn away those who aren’t right for you. Marketer Michael Port talks about creating a Red Velvet Rope for your business – as with the most popular happening places, not everyone can be allowed to enter. Learn more. (1) Use an edgy style to attract like-minded clients who share your sensibilities. Are you offering a service? You’ll need to work with clients who will enjoy the way you think, talk and act. Will they enjoy your off-beat sense of humor? Will they be offended by your references to body parts? Might as well find out now. While your home page and sales letter don’t need to reflect your personality, your ezine, articles and “about” page should hold some not-so-subtle clues. (2) Declare your values. Okay, I’ll be honest. I love appointments. I hate drop-in anything. I’m not spatially organized. I work surrounded by mysterious piles of paper and my decorating scheme is Martha Stewart’s worst nightmare. But temporally I tend to work with little square boxes. If we have a 3 PM appointment, and you call me at the last minute to ask, “Can I call at 4 instead,” I won’t be a happy camper. So it’s important for me to share these values when a client wants to work with me. You may choose to keep your “services” page positive and welcoming to all, rather than scare away prospects with negative warnings. But you can create web site copy, autoresponders and customized flyers to clarify your policies before investing huge amounts of time. (3) Be direct. Increasingly we’re seeing sales pages that come with a warning, “This product is not for everybody.” For example, I sell an information product to help marketers stand out from the clutter and earn money by writing online book reviews. You won’t get paid by the online bookstore. But you can choose books and reviewing styles to attract clients and buyers. Click here. But as I say, this method isn’t for everyone. You have to enjoy reading and writing. You must be self-motivated. Marketers who offer coaching programs increasingly say, “Don’t other to sign up if you’re a whiner or complainer.” They’re not kidding. Few of us will hold up our hands and say, “Sure, I’m a whiner. I guess I don’t belong in that program.” But what’s happened? Clients walk in with expectations. When they’re tempted to whine (and we all are, every so often) they’ll stop. Or you can stop them. And hopefully you’re delivering what you promised and you’ve created a good match between yourself and those who hire you. 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, September 18, 2006
Copywriting Tips: It's Bragging Time
“Prospective clients don’t care about you. They want to know what you offer.” True. But when you’re delivering a service, what you’re offering is you. Let’s face it. Clients these days are getting more sophisticated. They’ve heard all those promises to “triple your sales in six months” and “take your life to the next level.” Now they’re wondering, “What can I believe? And will I enjoy working with this resource?” So on a hard-working website, an About Page becomes a selling page. Yet surprisingly I’ve seen few guidelines for creating this very important part of a website, brochure or speaking one-sheet. Based on my experience, here are three essential ingredients to include in your own recipe for self-promotion. (a) A compelling rags-to-riches story. Example: “Three years ago, I lost my job and had to feed my kids. I had no skills and no passport to the executive suite. Now I have two summer homes and a private yacht.” This ingredient works best if you can legitimately claim excellent, measurable, demonstrable success following a painful, slow beginning. Rags without the riches comes across as, “Hey, why hire someone to model failure?” Riches without rags can seem arrogant. We want to believe we’re dealing with a real human being. (b) Credentials. Often my clients don’t recognize their own credentials. Sure, we all count degrees and certifications. But if you survived ten years of corporate life, gaining promotions along the way, you have something to bring to the table. Or maybe you helped a hundred (or a thousand) clients. Your book was published by a “real” publisher. A radio show interviewed you as a Guest Expert. When I created my first About page, I felt self-conscious listing myself as a Ph.D. and published author. But I found clients wanted to hire my credentials. “I saw your book in the library and I was so proud to know you!” said one client. (c) Hobbies and Interests. Tell us what you do when you’re not tapping away on the keyboard or presenting brilliant speeches to spellbound audiences. Choose examples that will help you bond with your own target market and get specific. “I enjoy music” is a ho-hum. “I play cello for an amateur chamber music group” gives you a talking point. So does “I am a jazz enthusiast, and my favorite artists are...” “Giving parties” lets your readers conjure up all sorts of things. “I cook gourmet dinners for my friends” suggests you’re smart, creative, likeable and organized. No talents you’d like to share? Tell us your favorite movies, music, television programs and sports. And most readers will respond positively to stories about family, dogs, cats and travel. Can you tell a joke on yourself? I’d be careful with True Confessions but clients like to believe you’re human, especially if you have strong credentials. I like to say, “My favorite recipe is take-out.” Bottom Line: Whatever you write, don’t worry about bragging. Your readers want to believe you’re smart, wonderful, funny, creative and special. And if you think about it, you probably are. So...what’s your favorite About page story or challenge? Please share and perhaps we’ll feature your question in a future ezine article. Feel free to share amazing examples and/or present alternative viewpoints. And if you’d like me to help with your own About page, visit my Services page: http://www.makewritingpay.com/services.html |
Saturday, September 09, 2006
Copywriting Tips: How Many Lattes Does It Take...
We’ve all heard the light bulb jokes (at least in North America): How many dogs (cats, Californians, psychiatrists, engineers...) does it take to change a light bulb? Well, in copywriting we tend to ask, “How many lattes does it take to pay for whatever we’re promoting?” We have many good reasons for asking this question. Often we find ourselves promoting a service to clients who are unfamiliar with what we offer. They carry around a mental price point that may have been accurate twenty years ago. For example, about five years ago a business magazine reported a range of career counselor fees from $75 to $150 an hour. Yet every so often a 21st century career changer will gasp, “I expected to pay maybe $35 an hour.” Sure, you can get lower-cost services. You may get lucky and find a gem. But more likely you get what you pay for. Meanwhile, our copy has to communicate the value of the service. Few clients want to hear, “That’s the going rate these days.” That’s where the latte comes in. You say, “My Special Report costs $27. That’s less than two weeks of lattes.” Now you’ve created perspective. A Report that saves hundreds of dollars (or helps you earn thousands of dollars) ought to be worth two weeks of coffee-and-milk concoctions. You’ve communicated, “Rates go up.” Some of us remember buying plain old coffee for fifty cents a cup – and that was a big deal. And you’ve communicated, “You get what you pay for.” A double shot pumpkin mocha latte costs a lot more than a plain drip coffee with extra cream. Or we’ll remind our clients, “Sure, you could make a latte at home. But how many of us have unused cappuccino machines, sitting idle and gathering dust? And isn’t it more fun to get out of your boring old kitchen and drink your coffee in a Starbucks?” Latte power. That’s what good copy is all about. So how any lattes does it take for a client to sign up? Less than we expect. And if your prospects drink tea, use the cable comparison: “Six months of premium cable with a DVR...” Let’s face it. The vast majority of our prospects and clients have no intention of giving up any of these lifestyle perks. They just want to understand our own value, in their own language. |
Friday, September 08, 2006
Information First -- then the Copy
I've been struggling to create my business card. This time I want to have a lot of text with "pull" questions. So I drafted help in the form of a designer. It's turning out to be difficult to cram all my information on to a tiny card. The first go-round led to a card with print so tiny I couldn't read it. I showed it to an acquaintance who said, "Let me play with this! No strings attached!" To my amazement, the acquaintance proceeded to make major changes in my copy and graphics. Dollar signs sprouted all over the card. My slogan became "Transform your writing..." which suggests I might be an editor or writing coach (which I can be on occasion, but not here). And my invitation to a 15-minute chat about "getting better results from your marketing materials" became "a FREE money-making call." Needless to say, I don't want to emphasize FREE and we won't be making money on the first call -- just chatting a few minutes to see if you want to hire me for a Review. Another time a well-meaning designer sent me a whole layout for my website, complete with an iconic desk, books and old-fashioned lamp. I have no idea why she did this -- she just came to my site and wrote, "You need a new design - here's my idea." Both times I felt ... well, violated. It's a common mistake. Many copywriters actually jump in and start writing -- especially if you hire a bargain basement copywriter. I spend lots of time understanding my clients, delving into their website, googling them (if applicable) and mostly going through my proprietary long questionnaire. Well-meaning advice from strangers works the same way. "Why don't you get some high-heeled shoes to wear with that..." "Have you tried working with real estate agents..." Worse, these folks often argue with my answers! No research - but assumptions trump knowledge every time, over and over. Bottom Line: Some well-meaning bystanders ought to come with a warning label. |
Wednesday, September 06, 2006
Networking Tips Nobody Tells You
After moving to Seattle, I discovered some hidden networking guidelines I've never seen elsewhere. In keeping with my usual irreverent approach to just about anything, I've put together a few ideas. (1) Keep under the radar screen when you move to a new locale. Every city and every region has unwritten rules about how to dress, act and respond to questions. It takes awhile to learn those guidelines...not to mention time to find a hair stylist and learn the freeways and transportation system. As a newbie, stay out of the spotlight for awhile. (2) Ask questions and take cards but don't initiate business relationships until you've worked with a group at least three months. I needed some services so I set up a few introductory meetings with business owners I met at a networking function. Unfortunately, most of them turned out to be unsuitable for what I needed (nothing wrong with them, just not a good match). And I still see them...over and over again. (3) Describe your business in one simple sentence that's easy to understand. "Strategic copywriting" is what I do...and I can explain when I have a whole website to play with. But for networking, I am either a writer or (more frequently these days) creator of the Bragging101 program: how to brag about yourself professionally for business and career results. I'm teaching a Bragging101 workshop at DiscoverU in Seattle on Wednesday, December 6th. Be sure to let me know if you are in town and would like to attend. I'm working on the Details page... |
Saturday, September 02, 2006
Why networking organizations lose members before they join
Recently I've been making the rounds of networking groups. While some seem really valuable (and most are fun), I find myself thinking, "These organizations need lessons in networking too." Organization 1: When attending I identified myself as a first-time member, which meant I got a nametag with a small gold star. That was okay, but I was then directed to a small circle of chairs in a corner of the room. We first-timers were required to listen to a talk by a perky Membership Chair. We didn't learn anything valuable. In fact, we didn't learn some key facts, such as, "You may attend our group just twice as a guest." Nor did we learn dues and requirements. "Any questions?" asked the leader. We shook our heads. We came for networking and we wanted to get out there and mingle. Ironically, the group was very good and I was impressed with my tablemates at a lunch. I may even join the organization. But my initial reaction was, major turnoff. Organization 2: This group conducts membership drives and rewards members who bring guests, especially guests who become members. They have a pretty hefty annual fee plus monthly attendance costs. After attending two meetings, I was ready to sign up. The organization, however, requires references. I had to reach my references and get permission to use their names. So I couldn't sign up. But I was gung-ho. Like many groups, this one has a rule. Attend twice and then apply. But once you apply, you can't attend any meetings until you apply *and* get accepted. I sent in my membership just before Labor Day weekend. The membership chair called to say, "It will be at least three weeks before we get back to you. Our committee won't be meeting and we all need to review your application and call your references." Meeting? Gimme a break. Why not just hold a teleconference and give me a quick yes/no? I was surprised how deflated I felt. I will probably call that group and withdraw my membership application. If they really want members they need to get their act together. Organization 3: When I moved to Seattle, someone recommended joining a Toastmasters group. "You must be kidding," I said. "I'm an experienced speaker." All the ads for these groups say, "Afraid of speaking? Come join our group." But to my surprise, Seattle chapters attract experienced speakers, including professional media announcers, community actors and professional trainers. So why do the ads all focus on fear of speaking? Why not focus on the benefits of Toastmasters for experienced speakers? Even the scared newcomers will be pleased because they'll get first-rate role models. |
Friday, September 01, 2006
Copywriting Tips: Fill the Empty Phrases
Where I come from, "brag" is not a four-letter word. But clients often confuse "bragging," a legitimate business promotional activity, with being pushy. The key is to learn the difference between the right way and the wrong way to brag. These principles hold whether you're writing a web site, press release, brochure, business card or even a resume or bio. And here's the difference. Your audience most likely will be turned off by what I call empty phrases. Here's an example. An author's rep asked me to review a few books. The rep's card said: "Developing some of the industry's most creative, innovative & effective marketing plans." What we have here is the wrong kind of bragging - and from a marketer, too! The proof is in the adjectives, piled on like spoonfuls of sugar in a cup of coffee. One is too much for most people. Three will leave us with a syrupy mess. Suppose instead we read, "Ask how our marketing plans brought sell-out success to thirty first-time authors." Even if you're a veteran, you're thinking, "If she could help a first-time author, think what she would do for me!" Frankly, I suspect most of us wouldn't think, "She's bragging." We would be too busy thinking, "I wonder how she pulled it off." But suppose she's new and she hasn't worked with 30 authors. Or as a matter of style, maybe she'd rather offer a promise. She could say, "First time authors: learn how you can achieve sell-out success and land a contract for your next book." Or even, "We teach first time authors how to..." Sure, that's a sales pitch. But as an author, that's exactly why I would hire a publicist. I wouldn't care if she's creative, innovative or just plain brilliant. And I'd want to know what she means by "effective." Ironically, I believe we tend to resort to adjectives when we're not feeling especially confident. That's why resumes tend to include statements like, " Superior leadership skills" instead of, "Led 3 ten-person teams to complete projects on time and under budget." Don't get me wrong. Sometimes it makes sense to describe oneself as an "expert." And sometimes a standard bio calls for a few worlds of self-description ("inspiring speaker"). Ideally you'll choose hard-hitting adjectives that showcase your unique strengths. I tend to describe my own approach as "irreverent." I'm not sure if I'm bragging, but I'm assured it's very, very accurate. |
