Copy-Cat-Copywriting

Every so often someone asks, "Can we get together to talk about how we can help each other's business?"
Or (via email) "How can we do business together?"

Aren't these questions a little presumptuous? Scary, even?

That's someone who's Unclear on the Concept.

How about: "I'd like to get to know more about you and your business. Let's get together for coffee."

No hassle. No pressure. More fun.

Labels: networking

Recently I saw a post from a Big Name guru, criticizing networking. You drive several hours. You pay a fee. If you value your time at $100 an hour, you need to get at least $300 worth of business from each event. And so on.

To be honest, I tend to agree.

But I would also add: Networking can have benefits beyond just meeting clients.

If you're new in town, you'll get names of resources you need -- real estate agents, accountants, and more. I wouldn't choose a resource that I met at one of those events for hungry people, such as leads groups, solely on the basis of an introduction. I would ask around. Sometimes those folks are great. Sometimes they're just hungry.

For example, I hate having my picture taken. (Can you tell when you look at my photos?) I need a relaxed, spontaneous pose. I met a photographer at a networking event who said, "I don't do portraits - but why don't you call an art institute? Some of those students are hungry and they're good, too." Great idea. I'd never have come up with that one on my own.

You get to try out ideas for a fraction of the cost of hiring a coach. I found that listening to my target market has been more valuable than conferring with expensive marketing coaches. They told me, "We like the sleepy-cat logo on your card and your website." They told me, "We relate to the Bragging101 teleclass."

After several meetings where I became extremely frustrated trying to explain what I do, I came up with 3 versions of an elevator speech that work.

Version 1 (general networks and biz owners): I help service professionals transform websites from Internet Presence to Internet Profit Center.

Version 2 (Direct Marketing Association): I am like a full-service boutique agency for service professionals who market through websites. I do content strategy and have resources for a complete package.

Version 3 (when I have more time): Here's an example of what I do. I wrote copy for a client who had a consulting business. After we revised her website, she began getting clients who signed up for her paid trial consultations during the first telephone consultation. "We felt like we know you," they said.

And finally I discovered the speaking topic I had designed (with an overpriced marketing coach), "Transform your website from couch potato to hard-working marketing partner," was far less effective than a simple, "How to increase the marketing potential of your website." I'll be experimenting with "Transform your website from Internet Presence to Internet Profit Center."

I also learned that Bragging101 will get me on a speaking platform. But clients come from my talk on marketing websites. So I'm creating a product for Bragging101 but it doesn't seem to translate into copywriting.
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Labels: elevator pitch, elevator speech, ideas, marketing coach, networking, save money

"Networking for business?" Sounds obvious, but is it?

A few marketing gurus really push networking. Some even recommend very specific networking groups, such as BNI (Business Networking International), a leads group with tight structure and requirements.

And a few gurus actually discourage networking. You spend at least 3 hours on a single meeting, they say. You pay for the event. You might make contact with a dozen people. For the cost of a year of networking, you would reach a far greater audience through post card marketing and Internet teleclasses.

Most gurus fall in between.

What I'm finding is that "networking" isn't an on-off decision. It's not a toggle switch: "Yes I should" or "No I shouldn't."

Instead, I recommend identifying your unique profile and comparing your profile to what's available in the way of networking in your area.

Your Profile

As a copywriter and content strategist, I find I can't explain what I do in 30 seconds or less - the "one-breath" introductions that are becoming so popular. I need to gain access to speaking engagements. A live speaking engagement can be a very powerful platform for me.

When I talk to other copywriters, I find they share my experience. One said, "After 8 months in a BNI group, the other members still didn't 'get' what I did."

Meanwhile, everyone knows what a tax preparer or real estage agent does. Their challenge is to build trust and differentiate themselves. But they've passed the first hurdle.

The Organization's Profile

Who comes to organization meetings? Are they decision-makers with the power to hire you? Are they small business owners struggling even harder than you are?

In some groups, I can say, "Here's what I do. I build my business through speaking engagements." At one lunch, a woman seated at my table said, "My group really needs a speaker!" We exchanged cards. I spoke to the group, which brought me some sign-ups for my ezine and a live, paying client.

But when I considered joining a BNI group, the experienced members warned, "Most of these people don't belong to professional groups. Those who do belong have no idea they can approach a program chair and make suggestions."

Clearly that was not a good group for me.

One business owner supplies a very specific need: she offers virtual assistant services to real estate agents exclusively. If she joins a group that understands the notion of "virtual assistant," she's way ahead of the game.

Geography

One business owner told me about a particular networking group she had joined on the East Coast. Her group had lawyers, accountants and even copywriters. OK, everyone has memory lapses. But let's assume she told the truth.

The same group in Seattle tends to attract Mary Kay salespeople, real estate agents and chiropractors.

This business owner claims she added several clients during her first 6 months. Here in Seattle, organizational members warn, "You'll need to think of membership as a long term investment...at least a year, maybe more."

A coach in Los Angeles tells me he merely whispered, "I'm available for speaking." He was swamped with offers from Chambers of Commerce, industry groups and more. Here in Seattle, speaking engagements are much harder to come by. Seattle attracts smart people and solo-preneurs, many of whom seek the same audiences.

So when clients ask, "Should I network?" the answer isn't yes or no. It's the usual honest answer: "It depends."

Labels: clients, copywriter, networking, speaking

My ezine readers have been invited to send questions related to website copy -- from a full site to a page or even a paragraph.

For the first example, see
Challenge #1

We looked at copy for an ebook about a special way to overcome clinical depression.

After reading my comments, website owner Robin said, "I knew a lot of what you said. But I'm not sure my target audience will respond to a direct sales letter."

My response: Go for it!

I felt the same way when I revised my career site,
Midlife Career Strategy

To my surprise, my own personal and professional friends approved the changes. "Finally you're thinking like a marketer!" they said. "Now I realize you're serious about your business."

You have 2 issues here:

(1) As Robin recognizes, those who know her may differ from those who arrive on her site as strangers. She may need a more direct approach to reach the visitors. Personally, I would experiment: people who don't know Robin may benefit even more from her approach than those who know her.

(2) As I say elsewhere, your copy sounds gentler to your target market than to you or your friends. Over and over, clients who show my copy to their own clients are surprised. What you, the website owner, see as a "hard sell" actually comes across as warm and friendly to the target market, if it's done right.
See my article on copy shock.

Labels: client attraction, clients, copy challenge, copywriting, internet marketing, website marketing

Q. I am setting up my business as a web designer. Recently a client paid me less than $300 for a website. I spent hours and hours creating a magnificent, eye-popping site that would cost $1500 at market value. My client just thanked me - she didn't even offer a bonus! I'm too busy with these low-paying jobs to go after the bigger assignments. A. Whether you're a business owner, corporate executive or independent professional, success means putting a value on your time - even when you feel, 'I've got time -- so why not?' Mistake #1: Confusing down time with extra time. The Fix: You finish a project early. Or business is lighter than usual this week. Spend the extra time to market yourself for new projects, not tinker with current clients. If you're working for someone else, use the time to make yourself more marketable. Mistake #2: Donating time to people who can pay. . The Fix: Donate time to nonprofit organizations who can't afford your fees. Before beginning get agreement that you may use this project in your portfolio, along with a signed testimonial on your website. Occasionally you can offer a deal to a high profile client who will publicize your efforts. Submit an invoice with the full price and mark your deduction as a discount. Make sure you'll get more than a vague promise to 'drop your name everywhere.' Mistake #3: Assuming clients understand your business. The Fix: Communicate options. 'Here's what a $250 website looks like. Here's what a $2500 website looks like.' When clients are new to your service, they rarely know the going rates. And they may not realize you'll accept a bonus and rejoice in a testimonial. Mistake #4: Forgetting to set boundaries. The Fix: Explain exactly what's included in your basic fees. Changes? Questions? Setting up the web hosting and domain name? Scanning and uploading photos? Fixing a spelling error? Mistake #5: Thinking small. The Fix: Learn what would it take to move from $250 to $2500 jobs. Maybe your own website screams, 'I'm cheap!' Maybe you need to pitch larger accounts with bigger budgets. Practice saying aloud, 'That will cost $500.' Then work your way up to saying, 'nine hundred dollars' without choking on your own words. In the end, it’s about priorities. What’s the best use of your time at this hour, this day and this week? More: See my Time Manangement Makeover Learn more.

Labels: entrepreneurship, getting paid what you're worth, pricing, setting priorities, time management

Recently I bought an information product related to copywriting. It wasn't the most expensive around, but not the cheapest -- in the mid-3-figure range. It wasn't a bad product. I picked up a few new takeaways. Nothing that changed my way of viewing the world, but not totally useless. The product consists of 13 disks and a manual, recorded and produced at a live semianr. The manual doesn't have information: it's just a binder with a few words on each page, suitable for note-taking. One whole disk consists of participants from the live event expressing "what I got out of the course." On another disk, the producer left the mike open while participants I'm sending the product back to the producer. Why? Because I have too many points of comparison. I bought other products that delivered far more value for less cost. For example, Jim Edwards sells a huge ebook for less than $100 -- more like $49. His article marketing book would be a great value at twice the price. I've also purchased and studied numerous other copywriting books - including books from the library, available at no cost. The world's knowledge base has changed since this seminar was first held and the product was created. It's a tough fact of website marketing these days. Visitors don't arrive in a vacuum and they certainly don't read in a vacuum. They have context. So I think the product I bought wasn't bad. The price just needs to come down to create value today.

Labels: copywriting, information products, website marketing

Mostly I work with service professionals, who tend to be a generous group. They really love their customers and they want to give them more...and more. So often they add resources to their websites. They list "News about My Topic" right next to the menu bar. Sometimes they even have links embedded within the copy. They have a page of great resources, such as local bookstores. I used to do this, too. But let's face it: Who's website is it anyway? Who's paying rent (the hosting)? You rented the space so you could promote your business. So should you be generous? Sure. Be generous when you send out your ezine. Include referrals when you have paid clients. Be generous with your affiliates: those who pay you to sell their products and services. I would be very careful with recommendations: they can come out to bite you! But while visitors come to your website, they need to read your headlines, your copy and your articles.

Labels: advertisement, internet marketing, promotion, website marketing

Copywriting sounds so creative. But in reality, copywriters use tools and techniques. And yes...they copy, but never cross the line into plagiarism. If you’re reading this article, chances are you’re one of those people who resisted coloring inside the lines. You aren’t crazy about rules. Your least favorite word is “cubicle.” I certainly fit that profile. So when I studied copywriting, I was horrified to discover the power of using well-tested phrases. Reluctantly, I bought a copy of Words that Sell by Richard Bayan. And my writing has never been the same since. Certain phrases and headlines really do attract buyers. But I’ve also discovered you can’t follow the rules blindly. Before writing copy, you have to ask, “Who am I trying to reach? What is my target market’s pain? What benefit will be delivered?” It’s easy to tell when someone’s following a formula rather than thoughtfully applying a well-tested phrase. Here are 2 examples, details disguised as usual: Rule-follower #1: “Give me an hour and I will give you a teleclass.” Huh? A teleclass? Dare we ask, “So what?” Better: “Give me an hour and I will give you 3 ideas that will help you triple your client base.” Or “Give me an hour and take the first step to a job where you actually look forward to Monday morning.” Rule-follower #2: “Come to my workshop and you’ll lealvle feeling energized and focused. And that’s not all! You’ll also discover how to take your life to the next level and get more confidence…” This writer read the book. “And that’s not all!” can be a great transitional phrase. But adding a power phrase won’t save a long list of abstract promises. Strong copywriting means painting word pictures. Better: “When you attend this seminar, you will discover three easy techniques to get re-energized at the end of a busy day. You’ll get access to four networking techniques to help you reach the exact resource you need to reach your goals. And that’s not all: you get access to a unique system to build confidence from the inside out, even after you’ve just experienced a major setback.” The bottom line: Formulas are like recipes. In the hands of a master chef, a recipe can become a work of art. In the hands of a non-cook like me – someone who considers boiling a potato a major cooking project – the cliché “recipe for disaster” takes on new meaning.

Labels: coaching, content, copywriting, creativity, sales letter

As I wrote earlier, I considered joining a networking group, succumbing to a very persuasive sales pitch. And I found a way to get my money back, too.

When I began copywriting for my own website, I found myself resisting the “ten tips” and “five steps” formulas. “Come on!” I said. “I cannot condense a major process into 10 simple steps, let alone 5.” But the Goodwin motto is, “I’ll try anything once…okay, twice.” So I began writing articles with “10 ways to…” My sales letters began to promise “5 essential ways to…” To my amazement, readers responded positively. They came. They saw. And (most important) they bought. “Why does this method work?” I wondered. “It’s a formula. And how do I know that I’ve really identified the 5 most critical rules of copywriting or the 7 secrets of attracting clients?” So I studied the way I respond to copy myself. I talked to my readers. And I came up with (you knew this was coming) 3 most important reasons to use numbers in your copy. Reason #1: Numbers add credibility to your promise. You promised 3 ideas. You delivered 3 ideas. If you delivered a few bonus ideas, readers feel rewarded. Reason #2: Numbers create concrete images. Readers can get their minds around 3 ideas or 3 secrets. But “some common ways to learn…” Boh-ring! That’s why copywriters often add a touch of sizzle to the steak. “5 reasons most job searches fail (and why yours will succeed)” Occasionally you’ll find yourself writing for an audience that demands accuracy. You may even be concerned about legal challenges. For instance, you may not want to refer to the “5 best ways to avoid accidents when driving during cold winter months.” But you may be able to say, “5 tips that have kept me free of accidents through 10 years of driving through winters in Alaska.” Or you might feel comfortable with, “5 common mistakes most drivers make when driving on snow.” Of course, if you’re concerned about liability, talk to a lawyer. Just remember: the more you can paint word pictures, the more your audience will listen and remember you. Reason #3: Numbers help you write more effective articles, sales letters and ebooks. Often as I begin writing an article, I pick a number: 3, 5, 7 of 10. Then I’ll challenge myself to come up with the number of points I need. Over and over, I find the most creative and original ideas come when I’m approaching the end of the list. Sure, it’s a stretch to come up with just one more topic.

Labels: articles, copywriting

Currently I’m reading a terrific book: Made to Stick, by Chip Heath and Dan Heath. http://tinyurl.com/36z79p Their premise: What sticks in our memories? Clear, simple stories. Vivid images. Their own book grabbed my attention because I saw an image of the ultimate stickiness -- duct tape -- on the front cover. I thought of this book when an acquaintance introduced herself, “My company helps people with get their finances in order.” “A financial planner?” “No, I’m not a planner.” “Investments? Debt consolidation?” “Not exactly.” “Story?” “One family was paying over forty thousand dollars a year in taxes. We cut their bill to fifteen thousand, legally and ethically. They took their first vacation in twenty years.” Oh, okay. I’ve made up the numbers (and she probably did too). But now I know exactly what she does. And it’s sticky. Some of us can remember when services were simple. We had lawyers, accountants, real estate agents, psychologists and chefs. We relied on friends for recommendations. But now we meet people with amazingly creative businesses. And often we find them on the Internet. An organizer: “I went into the home of a woman who was living out of her laundry basket. Putting together an outfit was a major project. After we revised her closet, she can go anywhere in ten minutes, whether it’s a party or a picnic.” A real estate agent: “I work with clients who live in the city and want to find condos that let them keep their dogs, cats, fish and guinea pigs.” Hmm…maybe I should talk to him myself. In today’s competitive market, I don’t think we have a choice. We have to answer the “why you” question memorably, with images that stick. I run into this challenge myself all the time. If I say I write copy, inevitably someone says, “Can you just tweak a few pages? It’s very close being brilliant. It will take you an hour. Maybe less.” Nope. I don’t tweak. Nothing takes an hour. I’m a content strategist. What’s that? Well, let me tell you a story… Internet Marketing

Labels: competition, copywriting, ideas, strategy