Copy-Cat-Copywriting

Last February, I handed out my card after a speaking event. That version of my card included my photo.

One of the attendees pointed to the card and stated loudly, "Cathy, you must get new pictures. You don't look like this."

More than one marketing consultant has made the same point. Go to a professional photographer. Get some good pictures taken.

At first I used to tell the truth. I just take horrible photos. Back when I had a "real" job, my department sent us to a "real" photographer for PR photos. Everyone else looked like a model. I looked like a prison matron with bad hair.

But I finally gave in. I found a nice-sounding photographer on craigslist. His portfolio seemed great. Our session was fun. We all agreed: my dog, Gracie, could be a model.

Then I got an email message. "Cathy, you were a great subject. You were so brave and you are a good sport."

Needless to say, I'm already dreading the photos. And I learned: he's not a marketer. Needless to say, I dread opening the CD.

What can we all learn?

(1) Congratulate your clients at every step.

Increasingly we're seeing welcome messages that begin, "Congratulations!" rather than "Thank you."

(2) Remind clients they're receiving value.

As you deliver your service or product, summarize the value you are presenting. Often your client will express appreciation for what you did.

(3) When you honestly cannot deliver value, stop. Issue a refund or turn down the client before the first appointment.

Twice I signed up for teleseminars that did not deliver value for me. Each time I received a refund and the sponsors were extremely gracious. But I respect those programs and related products and continue to promote them as an affiliate. We just were not a good fit.

(4)Identify realistic, concrete outcomes your clients can anticipate.

Often a program or membership group will focus on process. "Two networking meetings a month." "You will feel empowered and successful."

Better: "When you follow the steps outlined in our program, you will add dozens of new sign-ups to your list." "You can expect to see higher on your Alexa rankings within 30 days."

(5) Find ways to document your client's progress.

After working with clients for 3 months, I like to go back to review their very first emails. Clients are surprised at how far they've come.

We tend to distort our memories - it's part of having a human brain. It's fun to compare a client's current situation ("I'm choosing between two specific businesses or careers") with where they were 3 months ago ("I have been going in circles for the past 3 years -not getting anywhere.")

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Labels: client management, customer service, lifetime income

While browsing through the Internet, I came across websites for networking groups. They all promised the same things: empowerment and success, in just those words.

Some sites opened with a Mission Statement. Not bad...if you can catch the whole idea in a single glance. People skim on the web; they don't read.

Most don't answer the basic question: "Why should I join this group? How are you unique?"

One exception: National Speakers Association comes right out with a "who we are" statement. Their members are professional speakers seeking education and networking.

Right on.

Are you an officer of a networking group? What does your website say to prospective members?

Labels: headlines, networking, website marketing

Q: "How do I write copy for a Craigslist ad?"

A. Quickly.

If you haven't heard of craigslist, go immediately to http://www.craigslist.com

I've sold a car on craigslist and hired some very good services. Craiglist can be a waste of effort or an essential member of your marketing team.

(1) Recognize the pricing realities of craigslist.

Buyers view craigslist as an alternative to eLance and Rent-a-Coder. Before advertising your own services, check your competition and decide if it's worth your while.

(2) Keep your craigslist market separate.

Let's say you already have clients paying you over $100 an hour for copywriting, design or consulting. But you have some extra time and you wonder if you can pick up some work at a lower rate. Consider getting a separate website, URL, identity -- and price list.

(3) Rather than advertise, I recommend answering ads that fit your skills. You can answer ads from any city as long as they say 'telecommute ok."

(4) When answering ads, be brief. A one-liner with directions to your website works best, I'm told.

Competition can be fierce. One web designer told me, "Anyone who posts will get a dozen responses in an hour." So don't waste time; send a short message and move on.

When posting, use a line or two to demonstrate credibility and price. If you're local, list neighborhoods you serve.

I hired a computer geek who promised "15 years in the business." He got my Dell set up and I brought him back for a follow-up problem. You can use a similar strategy when

(5) When hiring others, be very specific about what you want.

Start with a small assignment before assigning a big project. Pay with PayPal, check or credit card.

Labels: craigslist, practicality

Q: I just took an online copywriting course. How do I know if I'm ready to start charging others for writing copy?

A: Some of the leading gurus say, "You are your own best customer. If you're a good copywriter, sell your own products and services."

I agree. Start with selling yourself. When you start attracting customers and clients with your own copy, go ahead and charge others.

In my case, I've had people come to my site and buy my ebooks *before*they sign up for my ezine. I've sold as much as $100 to first-time visitors. I sold a few copies of my time management book before I had a chance to add testimonials.

These people didn't know me. I'm not exactly famous. If they bought from me, they must have responded to my copy.

So I have no qualms about charging for my copy. I could spend a few hours, write some copy and sell my own ebooks. Or I could sell an affiliate's products and earn a commission.

Bottom Line: I would say, you're ready to charge when you make money from your own products OR an affiliate product.

This has got to be one of the dumbest ideas reported on the morning show.

A struggling author decided to test the publishing industry. Millions of copies of Jane Austen's Pride and Prejudice get sold every year. But if Jane were alive today, could she get published?

Duh.

If Jane were alive today, she'd have a cell phone and an iPod. She might be playing on her high school basketball team. She wouldn't write the same novel.

So why do millions buy Pride and Prejudice? Because it's a classic. We like being transported back to another era. We read Jane Austen's books in the context of literature and history of literature.

We also enjoy film revivals and classics. If Alfred Hitchcock were alive today, just beginning his film career, he wouldn't make Rear Window...at least not the same way.

Most of us can appreciate this point. But when we go to hire a mentor, often we choose someone who promises, "I'll show you how I built my business." Never mind that she built her business on the east coast and you're in the midwest. Forget that he's developed a catchy product that became associated with his name.

One of my Southern California friends began a coaching career by seeking out speaking opportunities. He made a few calls to chambers of commerce and other groups. They all welcomed him.

Here in Seattle, we have several Chambers. We also have a number of very smart entrepreneurs, all eager to speak. Many groups won't invite speakers unless you're a member (thus depriving their members of real learning opportunities, but that's another story).

So before hiring your mentor, ask, "Is he another Charles Dickens? Is she a Jane Austen?" If so you can enjoy a history lesson and not much more.

That's the attitude of many Internet marketers, unfortunately.

Too many clients and customers are afraid to ask for refunds. So they pay hundreds or thousands of dollars for mediocre services and products.

For example: I paid $800 for a "course" that consisted of 3 CDs and a binder. I sent it back.

It IS possible that you can get one life-changing idea from a single conversation or seminar. But these days, so much is "out there" that you'll likely find the same idea all over the Internet.

What's worse: situations where a Big Name promises to deliver and just doesn't. For example, "Ingrid" told me about a 3 day, $3000 seminar. Four high-powered guest speakers were due to appear, so she was excited about learning. What she got were 4 high-powered sales pitches. She learned nothing.

My favorite story is about a consultant who charged thousands of dollars for services, demanding a multi-month commitment. When a client asked to leave early, the consultant added a charge of $250 for ebooks that were delivered as part of the "premium" program. Instead of saying, "I'm sorry you didn't benefit - is there anything else I can do?" the consultant chose the low road. Needless to say, sooner or later one client is going to protest.

I always recommend giving refunds cheerfully whenever someone asks. A knowledgeable customer can make your life miserable and you don't know if he has a buddy who's a lawyer or she has an in with a consumer agency.

You never know. When you offer a refund or a compensatory gift, you may build lifetime bonds with your customer. Most likely you will defuse the anger at once.

When I begin a copywriting or strategy consultation, my first question is, "What is your client's pain --physical and/or psychological?"

Many of my clients don't know. They'll say something like, "I want my clients to make more money." Or, "I want my clients to realize their greatest obstacles come from something they can control."

So practice writing statements like, "My clients are in pain because they're afraid of going bankrupt. They're terrified of becoming homeless...and their fears are realistic."

Or, "My clients feel stuck as they try to reach their goals. They've tried half a dozen different consultants and they still feel they're at Square One."

You could try writing first person statements, as if you were the client: "I'm afraid my dog will jump on a stranger and knock her over. I'll have one less friend and one more lawyer in my life."

Or you could imagine your client more three-dimensionally. Where does he go on vacation? What would she rather be doing if she had more time, money, health and/or energy?

Just discovered a new FREE resource: The Warrior Forum. Lots of Internet folks have been posting an I never knew! It's THE place to check out packages, software and mentors. A huge place to ask, "Has anybody ever...'

If I'd known about this sooner, I'd have saved a ton of money.

Saturday night they were discussing Mike Filsaime's new release, Crack the 7-Figure Code. I must admit: it sounded *so* tempting! But as they pointed out, this product has 16 DVDs. Who will listen to them? And you have to take detailed notes - no going back to review easily.

I like the point someone made about buying based onneed instead of buying what's available. Right now I'm working with google adwords and teleseminars. Period.

As marketers we often forget our target audiences lack familiarity with what we take for granted.

Many members of my target market are corporate executives. Some are very new to the Internet.

Awhile back, someone emailed to say, "You don't have to refer to your secure shopping cart when you write copy. Everybody knows your cart is secure. Whose isn't?"

But my audience didn't know. They appreciated the reminder.

I almost forgot till recently someone sent a story to include in my ezine and blog. "Don't use my real name," the writer added.

I used to reassure everyone of anonymity, but then I forgot. Everybody knows, right?

Not.

Some people have ADD. Some are hyper-sensitive to light and noise. Some cringe when they see a crooked picture on the wall.

Me, I live with crooked pictures. I don't think I have ADD. I don't mind street noise (although both the dog and I had trouble with fireworks that shook the windows last night).

But I'm hyper-sensitive to customer service. If someone makes a claim, I question the validity of that claim. If I'm paying money for a service, I expect someone to listen to my complaints.

Most Internet marketers don't. Hint that anything is less than perfect and they go all-defensive on you.

Hey, if someone's paying you big bucks, they want to keep working with you. Listen. And send them a thank-you freebie.

Labels: customer service, hype, internet marketers