Copy-Cat-Copywriting

2008-03-11T11:32:00.000-07:00

THIS BLOG HAS MOVED TO www.copy-cat-copywriting.com/blog

3 Steps to Mistake-Proof Your New Website

2007-10-09T08:48:00.000-07:00

"I don't really need a shopping cart."

"I can just send out my ezine as an email."

"My website name will be very specific to my current business."

When you're growing a business, it is tempting to focus on the
short term. A shopping cart seems like an expensive hassle.
Blogger.com gives you the fastest, easiest blog set-up. And
your website name? Well, at least you bought a domain.

Then you get growing pains. You realize you have no way to
track your ads. Your upscale clients want to use their credit
cards and pay fast. Your business expands in scope and now
you face a branding challenge.

My suggestions:

(1) Get the least expensive version of a top quality
shopping cart as soon as you can possibly afford it.
Get ready to take credit cards before you need them.

My very first client actually called me on the phone.
He was ready to hire me on the spot. His only question:
"Do you take American Express?"

Fortunately, I could say yes. By a stroke of luck,
my shopping cart was up and running.

(2) Learn how to use the cart as fast as possible so
you won't leave money on the table. Christina Hills, the
Shopping Cart Queen, helps you make money with the cart.
Get her reseller version, which includes valuable tips.

Start here.

(3) Plan content for easy reading and smooth navigation.

Make it easy for readers to discover what you offer and buy from you.
For example, look at Robert Middleton's
website marketing system.

And of course if you're considering your site, I would recommend
signing up for my Diagnostic Service.

We'll discuss your notes and plans. I would not be surprised if I saved you 10 times the cost of the service. Yes: that's only a drop in the bucket to what simple mistakes can cost.

I know. I made most of them. I've hired many resources that didn't help. For my current list of recommended services, click here.

Does Your Website Radiate Energy

2007-10-04T10:51:00.000-07:00

Have you ever noticed how you feel after visiting a
website? Most of us don't realize how we react
emotionally. We might feel a little bored. We might
find ourselves reaching for the mouse to click away.

Or conversely we're drawn in to the website. We want
to stick around: we feel good while we're there.

In my experience, when your website radiates energy,
readers hang around. They want to stay, just as they
want to hang out with vibrant people. And they're more
likely to click through to sign up for your offerings
and page through your articles.

Five tips for energizing your website:

(1) Use strong verbs that carry emotional charges and
communicate energy: : Smash, Hammer, Develop, Master,
Triumph, Crush.

Use strong verbs in your headlines as well as opening
bullet points and even lists. But strong verbs are
like cooking spices: use sparingly and creatively to
create flavor. And be natural: readers notice when
their copywriter seems to be grasping for novelty.

(2) Create a show room, not a tea party.

Phrases like, "Welcome to my site," and "Please look
around my website" will signal, "I'm not really
comfortable with marketing."

Let's face it. Your visitors know they're welcome.

After all, you bought a domain name and paid for
hosting! And of course you want them to look around:
you've provided at least one menu bar. Like, duh.

That said, I know a few people who violate this
guideline, yet attract lots of business. I would
encourage them to run a test, comparing the
"welcome" site with a more direct
marketing site. Some markets respond to gentle.

(3) Paint word pictures.

We've all heard "perfect life," "take it to the next
level," and even "boost your business." Instead, let
your readers put themselves in the picture.

"Imagine yourself in a bookstore, standing next to
your published book..."

You can be even more vivid:

"Imagine yourself signing your first published novel
in the Miracle Mile Borders Bookstore..."

(4)Choose photos and images that supplement your copy.

Photos of sailboats, mountains and rivers. Woodland
scenes. Sunset over the Golden Gate bridge. If you're
a scenery photographer, include them all. If you're a
sailing instructor, definitely include photos of
sailboats, preferably with yourself in your
instructor's role.

But if you're a business consultant, use photos of
yourself working with clients. If you use stock
photos of people, dig for photos you won't find on
every site. There's one photo of a young woman with a
laptop that seems to show up everywhere we look.

(5) Quote yourself -- not Chopra, Gandhi, Kennedy,
and other iconic figures.

Don't get me wrong. These folks are worth quoting.

But for your website, use your own words to share your
message. You'll come across as more authentic and
convincing. Your readers stay focused and, yes,
feel energized by your words.

Headline Formulas?

2007-10-04T10:45:00.000-07:00

Recently I ran across an article from a "name" website marketer,
advocating a headline formula. Ask a question. Mention struggle.
And so on.

The problem is: Not all markets respond to any formula.
Dan Kennedy (the copywriting mega-guru) says some markets don't
respond to long copy sales letters. Michael Fortin sometimes
uses new headline formats instead of questions.

I tested 2 forms of headline on my website
http://www.midlifecareerstrategy.com

The first was a question type headline, the kind you learn in
copywriting. The current headline out-performed the question
significantly, with twice as many click-throughs.

Like I say: Three four-letter words of revenue-generating
websites: COPY. TEST. LIST.

If You Build It, They May Not Come

2007-09-24T21:20:00.000-07:00

People are getting smarter. A few years ago, I would meet dozens of clients who jumped into a business feet first. Marketing seminars and ebooks focused on tactics, such as article marketing, or accountability.

Today one of the most-asked questions is, "How do I know I have a market?" And we're getting better answers than, "If you build it and send out positive vibes, they will come."

Don't ask where I heard that. You don't want to know.

Three tips for the smart new marketer:

(1) Does your market match your medium?

Some products and services can be sold effectively via the Internet. Others will do just fine in a live bookstore, but die on the Internet, and vice versa.

To take just one example, nearly every Internet marketer recommends Robert Cialdini's book, Influence. But if Cialdini had offered Influence as an ebook for the first time through an Internet website, I suspect he would not have attracted buyers. Like Malcolm Gladwell's Tipping Point, another live best-seller, it's too theoretical.

Of course, if Cialdini or Gladwell wrote an ebook today, who knows what would happen?

(2) Do you have evidence that people will pay for what you offer?

"I have an idea for a new service," Georgina wrote. "When people get ready to move, they have trouble packing. I will come to their homes, coach them on how to pack and also deal with the emotions of moving."

Georgina has a nifty idea but I bet she finds few takers. Those who pay for their own moves are reluctant to pay professional movers to pack for them (although it's often cost-effective). And although relocation can be as traumatic and expensive as a wedding, let alone a party, the notion of "relocation planner" has not caught on the same way "wedding planner" has.

"No competition" has a nice ring to it...but often means "no interest."

(3) Can you test your market?

You probably know that Tim Ferriss, author of Four Hour Workweek, tested his title on the Internet, using Google adwords, even though his book targeted live bookstores.

Before writing a full book, launching a campaign or (especially) starting a business, you can test your idea with: adwords (google, yahooo and/or msn); a complimentary teleseminar (and a repeat to test for novelty effect) google analytics sales page for a mini-version of your ultimate product tests through your shopping cart..and a whole lot more.

Setting up a test will help you find your audience, fine-tune your promotions and choose a name for your product and website.

Tests are so powerful, I would actually encourage clients to learn the basics or hire help before launching a website and product. For instance, I just tripled click through rates by adding a hyphen to a title word (midlife to mid-life). And my subscriber ezine response doubled when I changed the background color. No change in copy, type face or text...just the background behind the sales letter table.

Anyone can backtrack

2007-09-23T08:34:00.000-07:00

Some months ago, the New York Times decided to add a new layer of monetization to its popular website. Certain popular articles -- notably op-ed pieces -- were designated Times Select, available only by subscription. The cost was minimal.

But apparently not enough folks were interested. I suspect some readers simply gave up on the website. Anyway, given the web, most of us could find these articles with a few keystrokes. Or our local newspapers reprinted the under a licensing agreement.

So the Times quietly withdrew the Times Select feature. Now anyone can read anything.

Even the Great Gray Times has to take a step back now and then. Sometimes a business model sounds good on paper, but falters in practice.

Offensive promotons: getting and sending

2007-09-20T10:18:00.001-07:00

On September 11, Perry Marshall sent out a promotional
mailing. He noted that crises could create opportunities, and
he is launching a new elite mentoring program. He reminded his
readers that six years ago, he was just getting start on what
is now a wildly successful business.

In today's teleclass, Perry acknowledged that many readers
found this email offensive. When they wrote, he said, he apologized.
He lives in Chicago, hadn't known anyone affected personally, and
didn't mean to offend. He also noted that many companies benefited
from 9/11 - and some listeners chimed in to note that flag manufacturers
were quick to take advantage of the patriotism in the air.

I was surprised by the mailing but not particularly offended.
For one thing, I now empathize with anyone who does mailings. We are
under pressure to send out so much "stuff:" ezines, blogs, promo
letters and more. Inevitably we'll slip and say something that rubs
readers the wrong way.

Of course, it's harder to overlook insensitive remarks on race,
religion or aspects of personal life, such as the Don Imus slurs against
the Rutgers basketball team. One reason: we know that these remarks
go from mind to mouth. If Don Imus genuinely respected female basketball
players of any race, he would never have said anything.

When I taught college, I have to admit we used to get pretty cynical
about our students. Then I taught for group that officially discouraged
comments about current students and encouraged respect. We could still
give tough but fair grades: otherwise I wouldn't have taught there. I
won't be associated with academic giveaways.

But I found that when we were encouraged to respect our clients, it was
easier to deal with them when grading and commenting. There was no split
between public and private persona.

If you genuinely respect your clients, you'll deal with the appropriately...
naturally...although occasionally you will rub someone the wrong way. It's
inevitable, if you're also going to be authentic.

Why the Phoenix Mercury Really Deserve Their Trophy

2007-09-18T08:39:00.000-07:00

The WNBA likes to give awards. Best offensive player. Best defensive player. Best all-around (won this year by Seattle's own Lauren Jackson...okay, we also share her with Australia). And a new award: Best sixth man (they don't say "sixth woman").

Then there were playoff awards: MVP, winner and so on.

But if I were giving awards, I would award the Phoenix Mercury the best website as well as the league championship they just won. Check it out:
http://www.wnba.com/mercury

These folks were amazing. Throughout the playoffs, the home page flash intro was changed as the team advanced -- always optimistically. "1 and 0." "Tied 2 for 2."

And every time the site opened with a montage of photos from the last game.

Inside you can find dozens of videos of the team -- satisfying the soul of the most die-hard fan. They even give us a tour of the players' locker room, directed by MVP Cappie Pondexer, where we learn that superstar Diana Taurasi "has so much stuff she needs two lockers."

I could say "I wrote about them when..." Check out my blog entry of July 14, 2006: Copywriting and Basketball.

Phoenix deserved to win: great players, great heart, catchy "Mighty Mercury" tune and (most important) an awesome website.

More Copywriting Tips: Benefits...or Pseudo-Benefits?

2007-09-18T08:36:00.000-07:00

You've probably learned the difference between features and benefits - A feature is what a product has or is. But even experienced marketers get confused, especially after visiting dozens of websites that present pseudo-benefits as the Real Deal.

Features are characteristics that physically describe your product or service. For a good example, go to a mail order catalog or the individual product descriptions on an electronics site.

For example:

Thebridge line holds up to 50 people and you can mute out callers. Generate financial reports with just one click of your mouse. Pay bills by phone. Batteries included.

Marketers who are new to the world of copy frequently get critiqued with, "Too much emphasis on features! Where are the benefits?"

A benefit

-- is what your buyer gains from a specific feature.

-- answers questions like, "So what? How will I be different after I make this purchase?

-- describes how the product or service will help customers solve their problems.

Benefits and features are connected by the "so that…" bridge. So you often see bullets like these:

"Batteries included so that you can begin using the product as soon as you open the package."

"One click financial reports so you get immediate statements, ready for your accountant."

"Pay by phone so you can pay your bill 24/7."

Alas, these bullets highlight pseudo-benefits. They expand on the features.

Real benefits are more emotional. They go right to the heart and the wallet. They're about results. They tell a story. For example:

One-click financial report: I can spend more time with my family instead of sitting at the computer generating reports.

Pay by phone: You don't have to spend half an hour looking for your checkbook, finding a stamp, wondering if the post office lost your check.

Never pay late fees. Batteries included: I won't get mad because I have to make an extra trip to the store to buy the batteries I forgot.

As always, tailor benefits and features to your market.

For a target market with hectic schedules and frequent travel, the best benefit to "pay by phone" can be, "Never miss a payment in Des Moines because you're in Bangkok."

For parents of young children, "batteries included" can mean, "Never disappoint your kids when they want to try out their new toys."

Bottom line: When you've got a story to tell, you've probably uncovered the real benefit.

2 More Email Tips

2007-09-16T09:39:00.000-07:00

Tip #1: Get an email account where you can see your
bulk folder -- all the messages your mail system has
decided you don't need to see. Go through your bulk
mail at least once a day. I've found email from people
in my address book, whitelisted messages, and (most
important) people I don't know yet, but wish I did.

Even so a few emails will disappear into a black
hole. Not much you can do. Even US mail disappears
sometimes.

Tip #2: When you get emails from PayPal, amazon and
eBay, be suspicious. I never click on links in those
messages.Instead, I forward to
spoof@amazon.com
spoof@ebay.com
spoof@paypal.com

Within seconds, you get a reply advising you that
the message was fraudulent or (more rarely) that
it was a real message from the company.

This small step helps track down the bad guys
(or so they say). Obviously if more people did
this, we would have less spam. Maybe.

More on email...

2007-09-14T17:17:00.001-07:00

Earlier I noted that emails should be considered copy,
especially if you're including commercial content. I figured
everybody knows how to do email these days, but...

Someone just sent around a message to all her acquaintances:
"Hi - I'm teaching 3 very different classes at [venue]. Please
open the attachments to learn more. I hope all support me..."

OK, what's wrong?

You need a teaser to motivate readers to attend events. Why should
I open even one attachment, let alone three? I have no idea what's in
any of them and the titles are un-helpfully called "Class1, Class2 and
Class3."

If the 3 events really are separate, come up with a story to tie them
together. And paste your copy into the message. I can't believe anyone
would ask a group of acquaintances to open attachments these days.

She's a newbie. But then my organic produce delivery service sent around
a note: "Dear Cathy: Our records show that you still have bins to return..."

Bins are gray boxes the company uses to hold our wholesome foods. They
leave bins at our door (with perishables wrapped in foil and ice). I leave
them out on delivery day. Aside from being a responsible customer, I just
don't have room for them in my apartment.

So I wrote back, "Is this note addressed to me personally?"

Eventually they replied, "No - we sent this message to everybody."

So why annoy the "good" customers? Just say up front, "This message is
being sent to everyone on our list. If you've returned all your bins,
we thank you from the bottom of our hearts of lettuce, romaine and rutabaga.
If not, please send them so we can continue to bring your apples and pears
this fall..."

Did I write back to enlighten these folks? No way. I learned a long time
ago: wait till they *ask* for advice. They won't.

How Do I Find a Web Designer?

2007-09-12T08:29:00.000-07:00

Copywriting clients often ask this question. Who and how much?
Here are 3 ways to find a designer when you are on a budget.

Before you start:

Save budget for copywriting! Remember: copy is your quarterback.
Copy throws the ball and scores points.

Web design is your offensive line. Design helps the copy get through
to your website visitors.

You need both. But there's no point in putting together a beautiful
site with weak copy. Sure I'm biased, but ask the top Internet
marketing gurus where they invest their own funds. It's rare to find
a major Internet marketing guru with an expensive website.

Sure, if you're in the design business yourself, you need a
professional looking website. But you don't need bells and whistles.
In fact, some fancy extras actually hurt your ranking in the search
engines.

Your copywriter or marketing consultant should stage-manage your
web project. If you don't know any HTML (what websites are made of),
definitely get someone to work between you and the designer.

(1) Get a referral from someone whose website you like.

But don't assume you'll get the same quality. Designer Don may
have created Jane's site when he was new to the field: he invested
time and energy to create a showcase site for his portfolio.

Or Designer Doris may have worked closely with a copywriter or
marketing consultant who guided her work. Doris may not think of
sharing that info unless you ask...in which case you would do better
to hire the consultant.

(2) Go to a networking event.

Whenever I offer a speaking event on copywriting or marketing, inevitably a few designers are in the crowd.

Talk to designers. Get their cards. Ask for samples.

Ideally you will find a talented designer who's just getting started:
a win-win for both of you.

(3) Go to craigslist.

You can also visit eLance and Rent-a-Coder but I've had best luck
with craigslist.

Here's what to do. Use a blind ad. Describe your project.
Ask for a brief resume and online portfolio. Ask for a price quote
(a range of prices should be acceptable in the early stages).
Add that you will not consider designers who do not provide these
items and you will give preference to designers who also provide
references.

One Internet marketer asked for a logo. She got quotes all the way
from $75 to $1500.

You have somewhat more protection on Rent-a-Coder and e-Lance,
although the process is more cumbersome, because these sources
publish quality ratings (the way amazon and eBay rate sellers).
They also note histories of disputes.

But I have never had a problem on craigslist. Paying with a credit
card or PayPal does give you protection.

Finally, you can choose to work with a copywriter and/or marketing
consultant. (Many copywriters also work with strategy - I always do.
Look for words like "content strategist" or "copy strategist.")

Most of us have networks and we can make some calls and/or queries.
We can also talk directly to the designer. I deliver all my copy in
HTML for easy cut-and-paste.

And many of us will help you test, set up keywords and a whole lot
more.

The No-Yawn Guide to Features and Benefits

2007-09-11T12:46:00.000-07:00

Was that a yawn I just heard? Yesterday I was helping Lorrie Morgan-Ferrero with her Bootcamp talk -- and that was the topic.

Oh no...I've heard this stuff over and over...

But as I got deeper into the issues, I realized that we can all use a refresher. I just looked at some of my own ebook copy and realized - "Oh no! I forgot the benefit in the headline! Back to the drawing board."

So here are 3 tips:

(1) Features for a service business can be experience or credentials.

For example, let's say you've been in the Marine Corps and you are now a marketing coach. For some target markets, your "about" page headline could read: "How a tough ex-marine can help your start-up business destroy the competition"

That's an extreme example, but you get the idea. I had to make up a story where I have no real clients!

(2) Bob Bly is a famous copywriter and best-selling author. In one article, he says that sometimes you need to sell on features alone. For example, say someone is an expert on cars. They want to know cylinders and RPMs. They'll toss away emotional benefits as pure hype.

(3) If you are writing an information product, create features and benefits first. Or if you're the type who writes, go back and write the features and benefits after the first draft. Don't commit till you've got the sales letter.

You probably have the features and benefits already included - just need some highlights and headlines.

Devil in Details? No - - angel in specifics.

2007-09-10T09:56:00.000-07:00

Ever hear the expression, "The devil is in the details?"

In copy, the angel is in the specifics. Your message comes alive when you tell stories, illustrated with genuine examples.

Why do we watch news magazines like 60 Minutes and Nightline? Why do we watch reality shows like Super-Nanny? Why do feature writers illustrate with very specific people?

For example, the Wall Street Journal recently featured a story about corporate parking lots. Yes, parking lots. Are you starting to doze off? I was.

But the WSJ is not written by fools. The writer opens with the story of Dave, who earned the right to park his midnight-blue Porsche 911 right next to the entrance. He is Number One in sales. And everybody knows it.

Specifics: Dave, Porsche, blue, sales. We've all known people like Dave and now we can relate to the story, whether we cheer for Dave's sales "wins" or wince at the corporate ego structure.

The best way to Get Specific is to apply the For Example Test.

You write something like, "Our service develops strong leadership."

You add, "For example, John was a wishy-washy wimp before attending our seminar. Now he takes charge and earns respect as soon as he steps to the front of the room."

You've clarified: Your service teaches executives like John to create a leadership presence. Now you go back and write your benefits more clearly.

Naturally you'll edit (most readers don't think of themselves as wimps and we don't want to encourage a new trend). And, if you do this exercise right, you end up with more examples than you'll ever need.

And while the devil may be in the details, now you're on the side of the angels.

Copywriting: Features and Benefits

2007-09-09T09:10:00.000-07:00

Did I hear a yawn when you read this title?

Every copywriting class begins with a discussion of
features and benefits. But it's always good to review.
Every so often I'll write a piece of copy, set it aside
and then realize: Oops, I've left out the benefits.

Benefits are:

what the client gets from your product or service
answers to the "so what" question
what differentiates you from your weaker competitors

Feaetures are:
how you get the benefits to the client
why you are the only person (or company) who can deliver those benefits

So can you jump directly to benefits?

Not necessarily. Bob Bly (among others) has pointed out that some
markets couldn't care less about benefits. They're experts. They're
familar with the product. They want to get down and dirty technical.

Experienced markets will often head directly to the features. Their
eyes will glaze over the benefits they've seen over and over. For
example, if you're hiring your first life coach, you might respond to
the "take your life to the next level" promise.

But if you've hired a few life coaches, you'll want to know how you'll
get those benefits. Will your coach be a cheerleader? An advocate of
law of attraction? A mirror to reflect who you are? An expert in your
field who's on the border between consultant and coach?

Regardless, your copy still focuses on benefits.

Here's one trick. Imagine your client compares notes with someone who
went to your weakest competitor - someone who might be a good marketer
but doesn't really deliver. What benefits will your clients get --
how will they be better off than those who went to your incompetent
competitor?

The work backwards. What results will they get? And why?

A Class Act

2007-09-06T19:03:00.000-07:00

It's rare to see real customer service on the Internet
these days. So I was pleasantly surprised (not to say
amazed) when I got an email from Alexandria Brown's
assistant, Sharon.

I had taken advantage of the Ezine Queen's periodic
sale to run some ads in her royal ezine. After I sent
in my ads, I realized I had made a mistake in the
link. I had planned to make some changes at my end so
the wrong link would be the right link.

But before I had a chance, Sharon, Ali's assistant,
emailed to tell me they had checked the link and found
it wasn't working. I replied right away. Somehow that
message disappeared, but not to worry: I got a follow-
up phone call to be sure everything was okay!

I ended up giving her a different link, just to be
safe - but what amazing service. How many of us would
have checked our own links, let alone the links on our
ads?

That's where the Ezine Queen really succeeds.
Flawless execution.

If you've never heard of the Ezine Queen and don't
know what I'm talking about, go here and sign up for
her ezine here.

You'll be richer for it.

Just writing to a few friends?

2007-09-03T19:21:00.000-07:00

Before moving to Seattle, I lived in a small town in New Mexico. One of my most outgoing neighbors was someone I'll call Daphne.

Daphne had lots of friends, as well as acquaintances she assumed were friends.I was onen of the latter.

Periodically we would get messages like, "I'm going to be visiting Chicago next week. Does anyone know a good place to eat?" Or, "I'm looking for a good lawn service." Or we'd just get updates on Daphne's life.

My favorite was the time Daphne wrote, "I'm collecting flowerpots for a special project. Just drop them off at my house, on the porch."

I admired Daphne's confidence. But I didn't love getting these email updates. The problem was, I didn't know how to tell her, without sounding rude. I never responded, but the messages kept coming.

Daphne not only sent messages: she didn't bother to disguise the recipients. So we all knew who was On The List.

In my opinion, Daphne crossed the finish line when she set up space to sell some of her crafts. (Don't try to guess who she is. There were no crafts. Daphne is real but the details are disguised.) Now she's creating a commercial message - an advertisement - but claiming to be friendly and social.

Daphne honestly thought she was helping her friends stay connected with her. But in the 21st century, she was actually creating a newsletter -- the electronic equivalent of those Christmas letters some folks still send to their families and friends.

A holiday letter once a year is not a bad idea. But imagine including an insert saying, "Here's a list of everyone on my Christmas card list." Would you do that? I didn't think so.

Recently I received a few emails along the same lines as Daphne's. The sender honestly wanted to share some news.

So if you know any folks like Daphne, send them to this blog. When you send a message to people who don't know each other, *always* use the bcc, not the cc. You're violating their privacy and exposing them all to spammers.

If you plan to write more than once a quarter, set up an opt-in autoresponder series. Make it easy to opt out.

Or consider setting up a networking group. In Seattle, we have meetup.com and biznik.com, where members can post announcements of activities (with restrictions).

Your email provider or web host may have options to allow you to send to a list of names without announcing the names.

And if you're serious about starting an Internet business, forget about using ordinary email, right from the beginning. When I started my first ezine, I used to do just then: I would send out multiple emails to 10 or 20 respondents at a time, all using bcc.

Eventually my email provider sent me a friendly warning. Today I don't think I'd have lasted as long. And when I finally set up an opt-in list, via my shopping cart, everyone had to opt in. Needless to say, I lost a few of my subscribers and the list was pretty small back then.

If you don't have enough subscribers to justify an ezine, start with an ecourse. Or sign up for a blog and invite everyone to subscribe.

Keep your friends! Think bcc. Think autoresponder. And if you're starting a business, think about the hazards of doing business with friends.

The Price of Passion

2007-09-03T08:44:00.000-07:00

Every morning Gracie and I walk past an area called "cookspace," a building where professional pastry chef and savory cooks can rent space to prepare food. They mostly supply corporate accounts, catering services and large parties. The front wall is composed entirely of clear glass windows, so we see them working day and night. Once a year they hold a delicious Open House, where I collect enough desserts for a month.

Nearly every morning, even Sundays and Holidays, we see someone rolling dough in the early morning. We see people there in the evenings too. Usually they're alone and they're always working alone. I don't know if they've got music piped in. They certainly wouldn't have dogs or cats for company.

As I walk by. sometimes we exchange waves - they like Gracie. I'm reminded of a little book, The Dip, by Seth Godin. It's the counterpoint to Tim Ferriss's 4-Hour Work Week.

When starting along the pathway to passion, or following the admonition to "do what you love," we're excited at the beginning. Then, says Godin (p. 17-18), "the Dip happens. The Dip is the long slog between starting and mastery...the long stretch between beginner's luck and real accomplishment."

For a pastry chef,living the dream means working alone at a long table, on cold winter mornings.

Revenge of the tire-kickers?

2007-09-02T15:54:00.000-07:00

Friday I sent out a solo mailing to my list, with the subject, "Invasion of the Tire-Kickers." I thought it was kind of cute. The idea is that you prepare for tire kickers by writing copy that will convert them to buyers.

No dice.

I guess it was too cute...or too much like copy?

Here's what I said. I had fun with it ... now, there's a warning sign:

Has your site experienced the Invasion of the Tire-
Kickers?

These Intra-Terrestrials come to your website, skim
your home page, and maybe read an article or two. Then
with just a click of the finger, they're off again, on
their way to another location in cyberspace.

How can you trap them on your page? How can you
transform the Invasion of the Tire-Kickers into a
community of raving fans and fun-loving buyers?

The answer (drumroll, please): your copy. Over and
over, the top Internet multi-millionaires say, "Copy
is the Number One skill you need on the Internet."
I've heard these words from Tom Antion, Perry
Marshall, Derek Gehl's seminar leaders, and many
others who walk the talk.

And that's where we come in. Lorrie Morgan-Ferrero,
acclaimed copywriting mentor, will be offering her
boot camp starting just next week. Lorrie knows how
to de-mystify copywriting better than anyone I know. I
learned from her myself. She makes it fun and even
adds a touch of Hollywood glamour.
Learn more.

You see, Tire-Kickers secretly want what you have (if
you've scoped them out). They will put on the brakes
and reach for their credit cards when they see a
headline that touches their heart or a bullet point that
pierces their soul.

Be warned: This course is not for sissies. It's
called Boot Camp for a reason. After all, you'll need
to be in shape when the Tire Kickers come. So you get
assignments, drills, contests... the energetic
equivalent of push-ups and pull-ups.

But you will emerge with copy that will bring you
immediate rewards and results. My ebook sales soared
immediately after I applied what I learned.
LStart here.

Copywriting Camp starts next week. It's none too soon.

September is coming. The Tire Kickers will be
preparing for a massive invasion as the weather cools
and vacations end.

LWill you be ready?

P.S. As a special bonus, register through my link and
get a complimentary 45-minute call to add value to
what you've learned.
LAdd value.

P.P.S. I work with Lorrie as a copy coach so you will
get tips from me throughout the boot camp, at a
fraction of the investment to hire me personally.

Copywriting: You Can't Avoid It

2007-08-30T11:11:00.001-07:00

I keep hearing this over and over. The single most important skill you need to succeed on the Internet is (drumroll, please!) copywriting.

I have been amazed at the power of copywriting to transform lookers to buyers. Visitors often come to my site and buy ebooks on their first visit. Clients rarely buy on a first visit, of course, but they do return to my site.

The best place to learn copywriting is Lorrie Morgan-Ferrero's Live Online Bootcamp.

I know because that's how I learned. I've taken other courses and bought other manuals. But to be honest, 90% of what I've seen elsewhere is ... here.

It's not for sissies. She demands lots of work and it's pretty intense. But you'll walk away with copy you can use and you'll pay for the course with just a few sales.

If you are reading this post and it's too late to sign up for boot camp, join one of Lorrie's forums and consider her workbooks.

The Wrong Way to Network (And What to Do Instead)

2007-08-29T11:16:00.000-07:00

If you're like me, you go to those networking luncheons. And you get advised to follow up. Set one-to-one coffee dates. Lunches. And more.

Some organizations allow you to send post cards to their membership once a year. They freely give out phone numbers.

In the last year, here's a sample of what I got from my fellow members of one organization:

A badly typed, photocopied letter introducing me to a financial services company. The letter emphasized the benefit of working with women after the writer's negative experiences with "chauvinistic" males.

An attractive post card introducing me to a consulting firm that targets small to medium-sized firms with employees. "We're here if you need us," said the message.

A phone call at 11:30 AM on a Tuesday. The caller plunged right in with, "I want to introduce myself. I have a service to help with aging parents..."

I interrupted. I have no aging parents. I have an aging tabby cat who's spoiled rotten. No problem: she wanted to "introduce herself" just so we'd know who we are. She chose the phone instead of those time-consuming coffee dates.

What was wrong?

(1) Connect to invite your target audience to a special event. You can do the "get to know you" thing at lunches and happy hours.

(2) Focus your mail on the target audience's problems, not your own agenda. If you have no training in copywriting, break open the piggy bank and hire a copywriter...or invest in an hour or two of copy coaching.

(3) Respect time - yours and everybody else's. Set up coffee dates only if you have a genuine mutual interest. At the very least, ask, "Is this a convenient time to call?"

As it happens, I go to noon workout classes at my gym almost every day. That caller couldn't have picked a worse time.

Follow-ups are magical when you set them up as marketing activities. They're deadly when you don't.

Unexpected copywriting tip: Sing your copy!

2007-08-28T08:45:00.000-07:00

One of my all-time favorite Internet marketing gurus is (drumroll, please)
Perry Marshall. He's one of the least pretentious and most knowledgeable experts out there. And he delivers enormous value through his Renaissance Club and his emails.

Last week Perry suggested, "Your copy works if you can recite it in a singsong rhythm. Try singing your copy to yourself."

Hmm...I'll have to try it. Here's what I wrote for my time management ebook:

Give Me 21 Days and Get a Life-Changing Time Management System (Not a Handful of Band-Aid Quick Fixes)

Doesn't really sing, does it?

"Give me 21 Days and Get More Time." On the right track.

This stuff is harder than it looks! I'll be experimenting with my own ebooks and maybe some clients, too.

And check out Perry Marshall.

I actually met him at a Live Event hosted by
Lorrie Morgan Ferrero.

Let's get edgy...

2007-08-26T09:26:00.001-07:00

A few days ago I picked up a fascinating book, The Brazen Careerist, by Penelope Trunk. (Isn't that a great name for a writer?)

Trunk herself is the brazen one. She's been writing an online column and blog for a long time and she's not afraid to be controversial. If you look up her posts (her name yields results in any search engine), she suggests that it's okay to date your colleagues at work, tell your boss you're taking time off and treat the HR department as your enemy.

Each of these suggestions brings horrified gasps from her reader. She gets hundreds of comments on every post - and at least half seem to be negative.

But let's rewind -- hundreds of comments on every post! Thousands of people read her blog and react.

That's better than a polite little blog that get no response. I for one plan to turn up the heat on mine and suggest you do the same.

When you're doing something right, somebody will hate you. Every time I run a strong article or promotional piece in my ezine, I get a few unsubscribes. And inevitably I also get orders and comments.

Your comments can be edgy, to. Just click on the word "comment." If you're not a spammer, you're in.

Please...no blue ink!

2007-08-22T16:26:00.000-07:00

Recently I ran across some beautiful websites. The copy wasn't bad...but I didn't get too far when I tried to read it. For some reason, the website owners chose light blue.

A client once showed me tan copy on a beige background. Everything ran together in a blur of brown shades.

I'm not exactly a colorist, but I recommend keeping your copy easy to read. Black on white or black on a very pale background...with lots of white space.

Pricing? It's About Market

2007-08-21T08:30:00.000-07:00

"Your prices are too low," she sniffed. "She" was someone I just met at a conference.

"How on earth do you know?" I wanted to ask. I've learned to distrust anyone who (a) gives unsolicited advice and (b) gives any advice (solicited or otherwise) based on a 1-minute discussion.

Truth:

Some people make a very good living selling ebooks for $7 and $10. It's not easy: they understand testing, analytics, copywriting, and traffic building. And they found huge niche markets who respond enthusiastically.

In other markets, you sell more if you become the premium player.

To find the right level, test (and test again). Offering a sale will only tell you if your market responds to discounts and specials.

One marketer tested $37, $49 and $67, only to find that $49 brought in the most revenue for an information product.

For business networking: Toastmasters?

2007-08-17T10:28:00.000-07:00

Recently I came across a forum post where a reader asked about the benefits of joining a Toastmasters group. Frankly, I've never seen this topic discussed anywhere so I jumped right in.

When I moved to Seattle, some professional speakers said, "The best way to get started in speaking is to join Toastmasters."

As it happened, a very nice chapter was meeting just a few blocks away, on Wednesday noon. I went for about a year. During that time I earned a CTM (ie., made 10 speeches) and won 2d place at the region for a humor talk ("Fashion-Challenged in Seattle") based on my personal experiences.

Suggestions for anyone who considers joining:

(1) Choose your chapter carefully. My chapter had several professional speakers including a professional radio announcer and a woman who did stand-up comedy for a few paid gigs, plus others. We were a small chapter so everyone got to speak often.

(2) If you are shy or unsure about speaking, Toastmasters *is* a great vehicle. I saw several people blossom after just a few talks. Again, be sure you've got a good chapter: our people made faster progress because we had so many pros.

(3) I am a very experienced speaker. After all, I taught college for over 20 years. I *love* to give talks. So to be honest, the benefit I got in terms of speaking were not huge. I learned some tips about humor just because we had some pros in my group.

Occasionally Toastmasters will give you exposure for paid and platform speaking. If that's your goal, talk to someone who's done it (not me!) and create a strategy.

(4) Toastmasters takes time. When you're giving a speech, you have to prepare a 7-minute talk. You're penalized for going over or under certain times so you *must* practice.

Besides speaking, you have other assignments in meetings. Smaller chapters mean you get more practice but also more work. When you're in certain roles you have to email others and get responses. Being Toastmaster of the week is HUGE.

(5) Toastmasters has all sorts of rituals and rules and they will either be fun or drive you crazy. New members often say, "It's like Rotary...or Kiwanis...or even Alcoholics Anonymous."

(6) Choose a chapter with people who follow your rhythms. Self-employed people, and those still climbing a ladder somewhere, will have a different time perspective than people who are retired, stay-at-home parents, or long-term corporate employees who are not striving for advancement.

(7) Your chapter will change. My chapter changed completely within a year as some members left town or dropped out. Some members felt more comfortable with the newer version of the chapter; others didn't.

So I recommend reviewing your membership in *any* group, but especially in Toastmasters, on a regular basis. If you're self-employed, you can't afford to invest time unless the activity benefits your business and/or personal goals.

Help for writing tag lines

2007-08-16T10:46:00.001-07:00

Clients often ask for help with tag lines. There's not much out there but finally I came across this post:

http://themarketingguy.wordpress.com/2007/07/31/writing-a-slogan-or-tag-line/

His own slogan is awesome. Wish I'd thought of it myself!

And here's a list of the 10 worst tag lines:

http://www.getitinwriting.biz/blog/2007/04/1.html

Raising prices? Raise your value too.

2007-08-15T11:18:00.000-07:00

As you charge more, clients expect more service. After all, you'll forgive more at the No-Name Motel than the Hyatt Regency.

I don't know about you, but if I were paying premium prices, I would not want calls interrupted for UPS packages or last-minute schedule changes.

One talented design professional cannot offer premium service levels due to personal commitments. But she attracts clients because she prices her work appropriately. When her life changes, so will her fees.

Occasionally, no matter how carefully you plan, you will be challenged. Your delivery service ignores your "Do Not Disturb" sign, your dog begins to chew something dangerous, or you suddenly feel sick. Nearly everyone forgets an appointment at least once in a lifetime.

Even if your clients love you, I recommend planning ahead for compensation: extra calls, ebooks, or even gifts, depending on the level of your client's investment and the disruption of service.

This blog entry is based on my ebook, Lifetime Streams of Income with Heart, Soul and Chocolates on the Pillow. Still discounted because I keep forgetting to change the Order here.

Sneaky ways to test your offerings

2007-08-14T09:11:00.000-07:00

We all know about testing with survey monkey (www.surveymonkey.com) and other services. But we also know that what people say can be very different from what they do.

In one famous experiment, students listened to music. Some listed to the score from Grease. Others listened to East Indian music, which was not familiar to them. As they listened, some saw a slide with a picture of a blue pen. Others saw a beige pen.

The researchers wanted to see if the music influenced the way students saw the object. After all, ads use background music: does it matter?

But they didn't ask students, "Would you choose a blue pen or a beige pen?"

Instead, as they left the room, students actually were invited to choose a pen as a thank you.

Some chose blue and some beige. I believe color choice was associated with music...but other studies have questioned this conclusion.

Recently I did something similar. I invited readers to take a survey of my ezine. Those who completed the survey chose 2 out of 5 mini-ebooks as a thank you.

The results were surprising, at least to me.
#1: How to Create a Platform and Sell Your Book on the Internet
#2: How to Win Lifetime Income Streams with Heart,Soul and Chocolates on the Pillow

"Bragging 101" and "How to choose your guru" were less popular...possibly because I need to change the titles, possibly because my readers care less about those topics.

Does Your Website Need an About Page?

2007-08-11T09:25:00.000-07:00

Recently a website owner asked me, "Do people really read those About pages? I don't."

A good question. My own visitors read my home page first and my "about" page second, in terms of frequency, on both my websites. Your own clients may differ.

But if even one person turns to the "About" page, you need a really good story. If they turn to this page, they're *really* interested.

I find clients often have superb credentials and compelling stories -- scattered all over the website. When we collect their stories on one page, the result can be very powerful.

Why Ezine Readers Benefit from Solo Mailings

2007-08-10T08:32:00.000-07:00

Yesterday I sent out a solo mailing to promote a product I really believe in -- a collection of information products by Kathleen Gage plus bonuses totalling over $1000. The price? $49. A good deal. Amazing, in fact. One bonus was my very own guide to boosting business through book reviews!

If you click this link on or before August 12, you'll be eligible for the special. The 13th is iffy...I don't know exactly when the sale will end and she doesn't either. It's one of those, "Well, if I feel I've sold enough, time to make room for a new promotion!"

So...why do I do this and why should you actually look forward to them?

Occasionally I send out solos to promote products and services I really like. Some readers sign off immediately. Some buy. Some just ignore them, saying, "It's the price of getting the articles and regular messages."

But I am here to share something I just figured out myself. Even if you never buy from me, you can learn from solo mailings. And if you have an Internet-based business, consider sending oout a solo mailing of your own.

A "solo mailing" is a sales letter sent to a mailing list. Typically everyone on the list gets a regular ezine. The solos are extra.

And typically the solos aim to sell. Most of us send out a regular ezine with an occasional solo mailing. A few marketers, such as
Perry Marshall , send out articles without a single word of sales copy, along with the usual ezine and sales letters. Others never send articles or information - just sales announcements.

So why should you care?

(1) Get ready to discover new products you'd never find otherwise.

There's absolutely no way any one person can find every product. Ezines serve as information channels. Each ezine publisher has her own world of connections and now they become yours.

If you've studied theories of social networks, you're getting access to what weak ties (more strangers) to supplement strong ties (people you see all the time). Weak ties tend to be more powerful when you need to make connections. (References available on request, if you're academically minded.)

Here's a $7 ebook on traffic building. I would never have found this one on my own:
Traffic Building

(2) Learn about a consultant before you invest big bucks.

Before hiring consultants or investing in their big manuals, read their ezines and pay attention to solo mailings.

Solos offer great clues because the decision to send out a solo mailing is tougher than you might think. We can't send messages every day (or sometimes every week): we'd lose our lists! So we have to be selective.

And as a reader, you'll get a sense for what the ezine publisher cares about. Does she seem to send everything but the kitchen sink, as long as the price tag is four figures or more? Does he send offers that seem to be targeted to a niche audience?

Do they promote only big ticket items? Or do they have a knack for finding low-cost, high value products and services?

Do they promote products and services with values, such as Law of Attraction or Wealth Creation products? Or do they focus on nuts and bolts "how to do it" products and services?

Special Tip: Be curious an Internet marketer who never promotes anyone else's products or services. Good consultants are eager to seize on new products and new ideas. Many are junkies who have to restrain themselves from trying everything.

One very successful marketing guru never, ever sends a solo mailing. Her own ezine rarely (if ever) includes links to other products. When I foolishly hired her for a consulting project, I discovered she wasn't trying to save her list from excess sales pitches. She was clueless about what was out there. She knew her own system -- not a bad system, but sadly dated and limited.

(3) Discover the ethics of the consultant who's sending out messages.

Let's face it: very few ezine publishers will promote anything unless they're members of an affiliate program. In other words, when you buy, they get commission. It's a fact of Internet life.

Most of us cloak our affiliate links because those links tend to be extremely long and complicated - and they're subject to fraud and abuse. So you'll see "tinyurl," "snipurl" and links to redirect pages.

For example, here's the "tinyurl" for the link to the special sale above:
http://tinyurl.com/2uw5mb

and here's a redirected link to a very good program for newbies:

www.makewritingpay.com/crashcourse.html

So what's wrong?

I had always admired "Horatio," a savvy and sophisticated marketing consultant. But one day I got a solo message from Horatio promising, "I recommend Oxana's ezine. I don't get a dime from this referral - I just think it's great."

Uh oh. Here's the bitter truth. When I click through to Oxana's ezine, I get into her database. If Oxana sells me a product later, Horatio will get a commission (unless I've clicked through from another site...too complex to get into).

For example: Click on
http://tinyurl.com/3ytqbx
and you can sign up for Perry Marshall's free e-course.

I hope you do. Perry Marshall shares some of the best business information anywhere, even if you never use his pay-per-click system.

But after you read his e-course, you may decide to buy his adwords manual. (I did.) And yes...I'll get a commission.

So I *could* say I won't make a dime if you sign up for Perry's free e-course. But it's not full self-disclosure.

Incidentally, you don't pay more when you click on an affiliate link. And you probably can't become an affiliate yourself and click on your own link for a discount. Just about everybody disallows commissions for self-referrals.

When I get a big commission (a subjective decision), I typically offer buyers at least one consultation as a thank you. Look for those offers from me and from others. In effect, you jut got a bonus gift along with your purchase.

And when you become an affiliate...

Once you buy, go ahead and become an affiliate in your own right. Some programs will allow you to become an affiliate only if you buy first. At first I resented this idea, but then I realized it's almost impossible to sell a product you haven't tried yourself.

And here's a bonus tip. If you go to
my page of recommended services you'll see a long list.

But I find readers consistently click on just a few. I pay attention. It's another way for me to learn about my target market, so I can create my own products and services to meet their needs.

You can do the same!

Sorting through the clutter of Internet marketers

2007-08-07T08:33:00.000-07:00

You get dozens of emails each week. "Secrets of Internet Success." "You can't miss this opportunity."

Some cost as much as a small car. Others seem like no-brainers -till you add them up.

Here are 5 ways to sort through the clutter.

(1) Before spending a dime, create your own business model.

Here are 2 simplified examples:

Model 1: Sell information products through the internet. Profits come from attracting visitors from all over the world. Little or no consulting.

Model 2: Sell coaching services to clients in one or two geographic regions. Profits come from one-to-one meetings.

(2) Decide what resources you need for each model.

Model 1 might require you to learn PPC (pay per click). You'd use analytical programs to monitor web traffic and conversion rates. You also need strong copywriting talent -- your own or hired.

Model 2 might require face-to-face networking, supported by a website designed to build relationships rather than sell products.

Variations of Model 2 would include attracting clients via the site and Selling products.

(3) Compare resources before spending.

There is rarely just one source of information. If someone put together a $1500 package, chances are you can test the waters with a smaller sum.

(4) Buy bite-size chunks.

More and more, I like monthly memberships that cost $97 or less. The value tends to be incredible. Choose only those that allow you to leave anytime with no hassle.

It takes a while to figure out which membership groups are the Real Deal. After lots of trial and error, I now recommend these three:

Derek Gehl's membership group can seem to be delivering a hard sell, But they've got a staff of experts and a track record of delivering Solid information. A good start for almost anyone who's got a presence on the Internet.
Go here.

Perry Marshall focuses on Google adwords - and insights into business. I encourage all my clients to sign up for his ezine even if they never use pay per click. Go here.

Christina Hills, the Shopping Cart Queen, keeps finding new ways to profit from your shopping cart. She has special classes for newbies (and surprises for experienced users).
Go here.

Going one-to-one? Ask for at least one single paid session - not a complimentary "get-acquainted call." The dynamic shifts once money changes hands.

(5) Build a time delay into your purchase process.

Example: For purchases over $500, give yourself at least a day or a week. Depending on your budget, this number might be $50 or even $5.

If you realize you made a mistake, reliable merchants will give you a refund with no hassle. Be fair: go to the merchant first (not your credit card company) and allow up to 72 hours for a response.

More: Check out my ebook on
choosing a mentor.

"I need copy to increase memberships"

2007-08-02T07:21:00.000-07:00

A few days ago I received an email from a networking group: "We need a sales letter to increase our memberships. Have you ever written copy that resulted in a big increase in membership applications?"

I visited the group's site. The home page gave no hint of what benefits I might anticipate by joining the group, beyond the usual vague promises of "empowerment." The site invited women to sign up for membership, but provided no way to build relationships via newsletter.

I doubt that anyone will sign up for a monthly membership - even one as low as $17 - without knowing about the group. Yet we were not told about who belongs and why.

Copywriting can do a lot of good if your product appeals to a target market. This group needs to explore their target market and their positioning before moving ahead.

Congratulate your clients: they've made a wise choice

2007-07-27T08:03:00.000-07:00

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.")

To learn more, check out
Lifetime Streams of Income With Heart Soul and Chocolates on the Pillow.

Non-profit networking groups

2007-07-24T14:37:00.000-07:00

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?

How to Post to Craigslist: Quickly!

2007-07-24T14:35:00.000-07:00

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.

New Copywriter: Should I charge?

2007-07-23T18:16:00.000-07:00

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.

Jane Austen Rejected?

2007-07-23T07:43:00.002-07:00

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.

Customer Service - who cares?

2007-07-18T07:15:00.000-07:00

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.

Getting to know the client

2007-07-10T08:00:00.000-07:00

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...

2007-07-09T08:10:00.000-07:00

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.

When your market lives in a different world...

2007-07-08T09:22:00.001-07:00

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.

CS Sensitivity

2007-07-05T10:15:00.000-07:00

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.

Careful: Someone's Watching Your Price

2007-06-28T10:30:00.001-07:00

It's all over the Internet. If you're poking around, reading marketing ezines, you can't miss the message: "Raise your prices." "You're probably not charging enough." "Want to get paid more? Just ask."

Sometimes these folks are right.

But when you're advised to charge more, I suggest you ask your mentor wannabe, "Do you know my market? Have you tested my market? Who sells higher-priced products to this market?

Now I want to introduce two cautions. First, I am not referring to one-to-one consulting. You can't leverage your individual consultation time.

And if you can charge eight hundred dollars for a bound notebook of 200 pages and 2 CD's (not even elegantly packaged), go for it. I know someone who does.

But I would add a few cautions.

(1) Internet consumers compare your offering with others.

I belong to Christina Hills's Shopping Cart Queen Club. I can't recommend it highly enough. For only $29 a month (first 6 months free if you buy the cart from her), it's a steal. Christina offers one 60-minute teleclass every month. Members get to submit questions. She answers every one, either in the class or via email to all club members.

You also get access to tools you can download. And every month she uploads a video demo for specific features, such as upselling or tracking.

These ideas may sound simple, but they save me time and earn me money. (If you're interested, you can go here: My link to Christina Hills's page.

Perry Marshall also offers a $29 Renaissance club, with a live call every month. Also a great value: Go here for my link.

So now let's say you want to start your own club. They're intensely popular these days. You'll probably see gurus charging $97 - $997 for monthly dues.

But I'm hearing rumblings of discontent. These clubs are being compared to Christina's club and Perry's club. If I belong to both those clubs for a total of $58, why would I join a club for $97 to get just 2 calls?

So these days you need to offer something pretty solid. A lot of marketers offer forums. A few years ago, forums were hot. These days, I am finding people are forum-ed out. They're not prowling forums searching for resources where they can pay big bucks. They're looking for free advice. I've gotten a few clients from forums. Every single one asked for bargain prices and demanded individual attention in the form of 32 phone calls.

No thanks.

Brand-New and Getting Started on The Internet

2007-06-28T09:04:00.000-07:00

Here's a question that just came through my email recently. I'm getting low on questions, so please send me a message with your Number One challenge related to copywriting and/or website marketing.

Q: I'm just getting started on the Internet. I have a domain name and an idea. What's next?

A: You're very smart to ask this question. Many people would begin by hiring a web designer. Being biased, I used to say, "Start with a strategically oriented copywriter who's been trained to write for the Internet."But now I believe you should begin with a keyword search. You may hire someone to help or attend some teleseminars. Or yoHere's a question that just came through my email recently. I'm getting low on questions, so please send me a message with your Number One challenge related to copywriting and/or website marketing.

Q: I'm just getting started on the Internet. I have a domain name and an idea. What's next?

A: You're very smart to ask this question. Many people would begin by hiring a web designer. Being biased, I used to say, "Start with a strategically oriented copywriter who's been trained to write for the Internet." u may buy manuals and/or borrow library books. But I feel more strongly about this step with every passing day.

I must admit I fell asleep the first time I heard a talk about searching, research and keywords. But it's like sifting through forensic evidence in a murder case. You start to see patterns and clues. Now I'm addicted.

Go to wordtracker.com. Sign up for 1 week (or more, if you think you're going to get hooked...like I did). Begin to explore keywords related to your topic. Your mission is to find keywords with high demand but relatively low supply.

If you opt for the paid version, Wordtracker takes you painlessly from keyword selection to a page where you get to see each keyword's level of supply and demand. Now you know where you stand.

Internet marketers interpret the numbers differently. Some say they want 10,000 or fewer competitors. Others look at Wordtracker's KEI score, which captures the supply-demand ratio in an arcane formula. Still others say, "My marketing and copy skills are so good, I'll dive into the most competitive pond."

Or suppose you find that every meaningful keyword has over 100,000 competitors...maybe even millions. You may still do well, but you face an uphill battle. You may be able to get creative and find a combination of words where you'll face little competition but high demand. Or you may say, I've seen people succeed with these approaches - you just have to know yourself.

Once you've identified keywords, you need to test how they fit your message and your market, most likely with google adwords. You might revise your domain name or set up some redirects. Your copy will incorporate keywords. Each of these steps would be another article.

If you would like a straightforward, detailed explanation of the process, and you're serious about an Internet-based business, I highly recommend investing in Perry Marshall's google adwords manual. You'll not only move faster: you'll have a foolproof way to screen anybody you consider hiring as a guru. If they don't understand this process, they'll lead you down the garden path. Guaranteed.

You can begin with his no-cost 5-day ecourse: Click here.

And then get a shopping cart to test and compare web pages. I recommend trying out this cart before considering alternatives. Click here.

My ebook on choosing a mentor:
Choose a Mentor Without Killing Your Bank Account.

The wrong way to reach customers

2007-06-26T10:04:00.000-07:00

Recently I purchased a book through a promotion by a famous marketing guru. Call her Ursula. I won't share her name, but she uses the word "wealth" a lot. Some promos were offered, such as teleclasses plus one individual consultation.

I wasn't interested in the promos but the book sounded good. So I ordered, figuring I could return it, sell it or give it away to a nice client.

Even before the book arrived, my phone began ringing. Someone I'll call "Melody" began leaving messages. "I want to book you for your complimentary consultation with one of Ursula's coaches."

Melody must have left half a dozen messages. Once she called as I was heading out the door. She bombarded me with email.

Finally I called. The conversation went like this.

Melody: I want to set up your wealth building session.

Me: Will you be the person conducting the session?

Melody: Oh no I just make appointments.

Me: Who will be conducting the session?

Melody: Let's see...you have been assigned to Lance.

Me: What are his qualifications?

Melody: He will introduce himself on the call.

Me: Does he have a last name?

Melody (reluctantly): Yeah...let's see...Lance Lovesmoney.

Me (googling frantically): I don't see him on the Internet. What will we talk about?

Melody (brightening up): You will tell him your income, assets and other financial information. He will help you choose a program. Ursula has programs to fit every need.

Me: What will be the outcome of this call?

Melody: You'll know more about Ursula's programs. You won't get financial recommendations.

Me: So it's really a sales pitch?

Melody: Yes. It's a sales pitch.

Me: Thanks. I am not interested.

Melody: Wait - why are you not interested?

Me: Let's see. You're asking me to put aside 30-45 minutes for a sales pitch from someone I know nothing about. You're suggesting I disclose personal financial information to a stranger for no reason other than to hear a presentation on something I don't want.

Melody: Oh. Have a nice day. (She did have a California area code.)

Me (to the dog, who's been patiently waiting for me to do something more productive, like take her for a walk): If she's so wealthy, why is she selling so hard?

Ursula needs to read my
downloadable ebook on building client relationships.

NBC's Today Show Unkind to 4-Day Workweek

2007-06-25T09:45:00.001-07:00

So you write a best selling book. You get invited on the Today show. And you end up with an experience that's a waste of time. That's what happened to Timothy Ferriss.

If you haven't heard of the 4-Day Workweek by now, you are probably living on another planet. Instead of asking author Tim Ferriss about the book - why did you write it, what are the premises, how are you handling the fame - Matt Lauer invited Donnie Deutsch to debate the premise.

Deutsch immediately took over. He patronized Ferriss with pseudo-compliments ("handsome young man")and dismissed the idea without bothering to understand it. "Americans like to work," he claimed. "Happy people love their work."

Ferriss responded with good grace. He calmly stated one element of his system - an hour of concentrated thought is better than a month of hard work - but he was clearly out-shouted. Most people listen to the Today Show in spurts. They'll get more Deutsch and less Ferriss.

A lesson in how even the best media attention can kill you. I usually like Matt Lauer but he (or his producers)blew this one.

Getting educated

2007-06-25T08:29:00.001-07:00

If you're new to the internet, get ready for sticker shock. Lots of these gurus charge big bucks for information.

Sometimes you get what you pay for. This weekend I took a 2-day seminar for $97 that was an amazing value. Perry Marshall's stuff is good.

More often you pay hundreds of dollars for what amounts to a couple of calls. The problem is, you can't say anything. People tend to know each other. They see each other at seminars. So you get into the phenomenon of the emperor has no clothes.

How do they get away with it? Most clients never get around to doing anything. So they can't complain. The guru says, "Well, you didn't do what I told you!"

So nobody realizes what works and what doesn't. I'm starting to believe it's best to avoid the big-ticket stuff. Buy a few manuals - max $200 each - and do the work.

Copy for thank you messages too

2007-06-22T10:59:00.000-07:00

Ouch...I just got one of those "out of the office" emails from someone who is (wisely) trying not to spend too much time on email. The message said, "I will get back to you at my earliest convenience."

Rude!

What about "I'll get back to you as soon as I can. If you're a client, please feel free to call. If you're seriously considering hiring me for a project then [followed by action steps]."

I suspect the author of this email didn't bother to send it to yourself or just got busy. We all mess up. But in my opinion, a lot of customers (and potential customers) are getting alienated.

When Small is Big

2007-06-19T11:08:00.000-07:00

Last week we suggested why new businesses might - or
might not -be advised to set fees below market to
attract new clients. See

This week we'll focus on the message we're hearing
more and more: "Want to be more successful? Raise your
prices."

A speaker told me, "My coach said I should double the
amount I usually ask and then add five thousand
dollars more."

Maybe. But some business owners got big by keeping
prices small, not just when they begin, but forever.
If you choose this route:

(1) Skip the explanations to your clients.

One consultant addresses the question right on her
website: "I charge less than many consultants at my
level because I want to reach more people and help
them..."

As Tony Soprano would say, Fugeddaboutit ("Forget
about it," New Jersey style.) My credibility warning
light starts to flash and I hear the fudgebuster alarm
going off loud and clear.

When I see an experienced consultant pricing below
market, I figure, "They don't have the market power to
charge more."

They may be superb consultants. They may even be
skilled marketers. But they've taken themselves out of
the running for reasons that may reflect real business
savvy. For example: They don't want the work, hassle
and attention to detail required to create a four-
figure product- so they have a shelf of small ebooks.
Or they know their particular market won't pay more
than a certain amount for information products, no
matter what - but the market is so huge they can still
do well.

One designer does high-quality work at rock bottom
prices. She can't charge more because her family
pressures often interfere with deadlines. She's very
talented so some clients pay extra to go to the head
of her queue, but if she tripled prices, nobody would
come.

If an experienced coach or consultant charges, low
prices for hourly consulting, I'd move carefully
before hiring him or her. But frankly I'd be even more
careful when hiring a high-priced big name
consultant.

Perry Marshall (the Google Adwords expert) recently
addressed the question: "Why do so many high-priced
pseudo-gurus stay in business?"

His answer: Their clients pay for services but don't
get to the implementation phase, so they don't realize
the guru's system just doesn't work.

(2) Skip explanations to well-intended colleagues.

Once at a conference I fell into conversation with a
total stranger who knew nothing about me or my target
market. She was horrified at my "low" ebook prices. I
started to explain that I knew my market, then
realized I was wasting time.

Now I say, "I've run the numbers and done the price-
testing. This business model is the most profitable
for me, given my products, services and market. I am
always happy to discuss my approach with my *paying*
clients."

(3) Test, track and test some more.

Your well-meaning colleagues and coaches may be
right. Maybe your fees are too low. But you need more
than a 2-minute business review to come to that
conclusion.

Client Management: Cutting off the Phone Cord

2007-06-18T08:43:00.000-07:00

While sorting through my email, I came across this query from a reader I will call "Meredith."

Q: Cathy, I sent an invoice to a client "John" recently.

John is a two-finger typist. He insists on phoning me every time he has a lot to say, to save the pain of typing a long email. In the email that accompanied the invoice, I pointed out that my time is worth $--- per hour. But since we hadn't discussed the cost of extra phone calls, I would only charge him half my hourly rate, this month only.

I am considering a monthly flat fee for unlimited calls to discuss my services.

A: Did everyone pick up the key word here?

Yes! Meredith said, "My client insists..."

Here are 3 tips for Meredith to deal with this challenge.

(1) Decide if you want to keep this client.

As a service professional, you have choices. You can politely decline to offer services to this client (subject to legal constraints on certain professions -- e.g., medical professionals cannot abandon a patient).

So John really says, "If you want me to be your client, be prepared to take calls from me 24/7." He's not insisting. He's just telling you how he would like to work with you.

You have to decide. Is John a potential referral source, giving you access to a lucrative market? Does he give you a chance to demonstrate your skills and add a magnificent sample to your portfolio?

(2) Clarify your policies before beginning to work with the client.

When you find yourself sorting out misunderstandings, chances are you haven't clarified your expectations up front.

Now's the time to decide how you want to relate to all your clients - not just John. You can always deviate from your contract on the side of generosity. You can say, "You're such a great client I'm going to throw in an extra 20-minute call for you."

Just make sure your client knows you're offering a special one-time deal.

For example, about 2 years ago, one of my favorite clients ("Norman") asked if he could call for a consultation on a weekend. He has spent quite a bit of money with me over a period of years. He's available as a reference for other clients. And as it happened, I was free that weekend...in fact, I was hoping for an excuse to get out of a social invitation!

But I made it clear: I am not offering this service to most clients and might not offer it again to Norman. These days I am usually too busy on the weekends, even for Norman.

(3) Never, ever surprise your customer with new charges.

I am not a lawyer (any lawyers out there?). So I am not giving you legal advice. But in my layperson's opinion and experience, if John takes you to Small Claims court, he will probably get those charges reversed faster than you can say "client attraction."

As a consumer, you are held responsible only for charges you agree to accept. (OK, the phone company and the credit card companies seem to be special cases. In the US they come under special lenient regulations. Don't make me go there.)

So you need to clarify your position the very first time John calls. You have to say, "This is not a good time. Would you like to set up a consultation?" Cut him off if he tries to sneak in a question or two.

If you allow him to talk on and on, he has every reason to believe the call is included in his consultation arrangement. Customers can be surprisingly naive about business practices outside their own fields.

Apart from the legalities, creating unpleasant surprises will harm your relationship with your client. Your job is to manage expectations so clients will be not just satisfied but delighted with the service.

Here's what I would suggest.

Offer all clients a choice of 2 or 3 plans. Plan 1 might be an hourly fee of $125, which includes unlimited email for a certain number of days after each call. Plan 2 would involve an hourly fee of $150 an hour, which includes brief phone consultations (up to 10 minutes, 30 days following the call) between calls, subject to availability. Calls over 10 minutes will be billed for a full hour.

Notice that now there's no way John can say, "I thought calls were included..."
You've spelled out the plans on your website and in your agreement. As you reach the ten-minute mark, you can (and should) remind him: "Our time is up. Would you like to continue? If so - no problem. I will just adjust your invoice for $125?"

The difference between the Plan 1 and Plan 2 will depend on how much you want to discourage phone calls. If you have extra time and you're building a client base, keep the difference small.

I would suggest creating names for Plan 1 and Plan 2 that reflect what you offer. Come up with positive reasons for choosing each plan: "For the busy person who spends lots of time away from a computer, Plan 2 makes the most sense..."

Oh yes - I would give John his money back. All of it. If you don't want to offer a refund, at the very least offer a credit against future services. Explain that you had forgotten to include this point in your service agreement or statement of policies, and then explain your new service plans and structures. You might even offer a little bonus - an extra 15-minute call or an ebook - to compensate John for the inconvenience.

After all, John's here. He's still with you, after you charged him for extra phone time. Think how much you'd have to invest to replace him. In my opinion, he's a treasure!

This article is based on my newest Special Report:
Lifetime Streams of Income With Heart, Soul and Chocolates on the Pillow.
Currently offered at a special price while I tweak copy and create some bonuses.
Clients for Life

Ouch - we just had a disconnect

2007-06-17T15:08:00.000-07:00

Recently I attended a teleclass sponsored by an up and coming marketer we'll call "Marlene." I was pleasantly surprised by the class. So when Marlene sent around an email, inviting us to listen to the replay, I headed over to her website.

Marlene positions herself as smart and successful. She's one of many marketing coaches who talk about the millionaire mindset. She emphasizes the positive.

But there on her website was an invitation. Listen to the files now...or pay $5.95 to download the mp3 version.

"Oh come on," I wanted to say. "You're doing these classes for promotion. Why ask for a small amount and stop visitors from going further?"

Even worse, Marlene explained the small charge with, "This amount will be used to offset the cost of web design, site and other expenses in making these audios available."

Gimme a break. Think like a millionaire, since that's what you promise to teach your clients! Either give away the tapes or sell us on the benefits. "Wouldn't it be nice to own these mp3 files and play them over and over?" You can say things like, "I will be packaging these audios together with an ebook - so get them free (or deeply discounted) while you can?"

Who knows..I bet I'm not the only Grinch out there. Marlene is turning off the very people she'd like to atract as clients.

Final Lesson from the Sopranos: Ambiguity

2007-06-11T08:10:00.000-07:00

I watched the first six years of Sopranos on DVD.
Then, after a lifetime of vowing I would never subscribe to HBO, I took out a subscription for the last 2 seasons of the Sopranos. That's how much I liked it. (The HBO goes off later this week...after I revisit a couple of episodes).

Typically I would record episodes but I watched the Finale live.

CAUTION: SPOILERS BELOW.

And I loved it. Every piece of action seemed ominous. Was this the moment when Tony would Get It? The restaurant scene was brilliant. Series creator Chase toyed with our expectations. As Tony and his family sat in the restaurant, their conversation was even more mundane and peaceful than usual. No bickering. Tony says, "I've ordered onion rings for the table." How many times have we sat at tables where we (and others) said those exact words?

Against the family's conversation, Chase creates suspense. Strange people walk by. The camera pans to a man who's putting a lot of milk in his coffee, hiding behind a newspaper. Each time someone enters the restaurant, Tony looks up. Meadow has trouble parking her car, delaying her entrance.

It's only afterward that we realize we created the suspense in our own heads. We've been trained to recognize symbols of the genre. We've watched too many Hitchcock movies. We watched Sixth Sense. We're conditioned to expect something to arise from the mundane and scare us to death.

And Chase is no dummy. We were watching in the context of knowing, "This is the very last episode, ever. We won't see Tony on the screen ever again."

Finally, we cut to black and we're left with a sense of, "What next?"

Whatever you say about Chase, you have to recognize a brilliant piece of viral marketing. He created buzz. I got on the phone to call a fellow Soprano-watcher: So what do you think? He hated it.

Great advertising has always been ambiguous. When we put ourselves into a scene, we experience the message more intensely than if we're just bombarded with a lecture. When we interpret a message in our own way, it's our story, not theirs.

The Sopranos Finale. The Macintosh 1984 commercial. Masterpieces.

"Let's just talk over coffee..."

2007-06-10T07:38:00.000-07:00

That's what "Helen" emailed me recently. "Let's have coffee and we'll talk about my website."

"Coffee is good," I replied. "I love coffee. With or without coffee, I offer a diagnostic service. See
copy diagnostic service.

Will Helen call back? I don't know. I'd love to work with her but I have other irons in the fire. If I didn't, I'd create them. After all, I can always use the time to develop another information product.

Networking Choices

2007-05-31T07:23:00.000-07:00

Recently a marketing consultant told me, "When clients need income right away, I suggest they go out and network. You don't get the big bucks but you do get some income."

That's a very good distinction. At the networking events I've attended in Seattle, participants tend to offer craigslist type prices. Copywriters charge $75-$85 an hour (and they work by the hour, not the project).

Some people just won't benefit from this kind of 30-second-intro networking. I considered joining a leads group -- the famous BNI -- until they told me, "It will take several months for us to understand what you do."

Let's see...at $370 a a year for membership, plus $48 a month for lunch, that's $658 up front with no guarantees. No thanks!

Recently someone I met at a networking event asked if we could meet for coffee to discuss her website. I said coffee would be great. And I'd love to discuss anyone's website, if they sign up for my copy diagnostic service.

I doubt I'll hear from her again.

What are your experiences? Please share them in the "Comments" section.

Talking back to the survey

2007-05-29T09:25:00.000-07:00

Recently I attended a networking meeting of a prominent organization of women business owners. We were asked to complete a survey about the organization.

First questions: "What is your business? How much are you earning? How old are you?"

We also got questions about "What kind of car do you drive?" and "What do you hope to gain from membership in the organization?"

As conscientious group members furrowed their brows, I muttered, "If I were still teaching marketing research, I would use this as an example of What Not to Do. If someone turned in this questionnaire, I would give it a C."

"You could offer to help them," a fellow member suggested.

No way. Groups, I've found, want volunteers to stuff envelopes. You get to sit around in endless committees. And if you give away your services free, you don't demonstrate what you know. You demonstrate that you've got time on your hands.

After volunteering to work on a press release, I found the group was considering hiring (and paying!) a professional. So if they want a professional marketing research consultation, they can pay me, too!

If they don't want to pay, they can go to a university marketing department. Some professors will be looking for live examples. But I was a professor myself. Sometimes you get student work that's as good as you'd get from a top consulting firm. Other times, you get what you pay for. And sometimes your group doesn't fit the course's requirements.

But I no longer offer free stuff.

Networking: One Size Doesn't Fit All

2007-05-23T08:44:00.000-07:00

Marketing Coach "Joy" believes, "Everyone should network. I built a huge seven-figure business by networking."

Marketing Coach "Hi" tells a teleclass, "Forget live networking. I'd never have created a seven-figure business if I'd wasted time at all those lunches."

Now, I happen to enjoy networking. I love hanging out and meeting interesting people. I absolutely love speaking to groups -- any groups. But I'm forced to realize: sometimes I'm just wasting time.

Networking is not a binary question: it's about matching your personal profile with networking events "out there." Here are 5 tests to develop your own Networking Profile.

(1) The Ham vs. Hide Test: Do you rush forward when called on to be the center of attention?

If you enjoy the spotlight, look for events where you can shine as a speaker. These days, I find it's harder: more and more independent professionals want to speak. Some groups limit speaking opportunities to members.

Since I love speaking, I tend to say "yes" immediately. But I've found that some topics will get me on the program (such as "Bragging 101") while others will be more productive in attracting clients ("How to Increase the Marketing Potential of Your Website.")

(2) The Dog Park Test: Can you explain what you're doing - easily - to someone at the dog park?

This test is serious. If you can communicate to someone while you're both trying to keep your dog from eating something unmentionable, you're at an advantage during busy lunch meetings and 30-second intros.

Recently I chatted with a very nice dog owner who happens to be a pet photographer. She takes pictures of pets (but not their owners). She explains her business in 2 seconds or less. She'd do well at any networking event, although she has more work than she can handle.

In contrast, I've talked to copywriters who said things like, "I went to weekly meetings of a group for 7 months. They never figured out what I do for a living."

If you're in the latter group (which I am), you need to show, not tell. Use meetings to get speaking engagements or invite everyone to a teleclass.

(3) Fashion Police Test: Networking groups and events often have strict codes. Best to atend a fefw meetings to see if you'll fit in and feel comfortable.

If this tip sounds superficial and even silly, you have either been staying home or you chose more wisely than I did. Following one event, a woman I'd never seen before sent me a 2-page email suggesting what I needed to wear to win copywriting clients. I stopped reading when I got to the part about "very high heels."

(4) Free Spirit Test: Do you prefer schedule and structure to spontaneity? Do you like looking over your calendar each week, knowing you've got plans?

Or do you like leaving open spaces because "Something may come along…"

Some groups can be pretty rigorous about rules, especially attendance. On the other hand, once you get involved, there's magic in "just showing up." Psychological research demonstrates the familiarity effect. We tend to like people we recognize -- even those we see at the grocery store or bus stop.

(5) Newcomer Test: I've never seen a single article about getting into networking when you're new in town and/or new to your business. We need one.

Although I (literally) wrote the book on moving, I made every imaginable mistake when I moved to Seattle. "Any networking is better than none," I told myself.

Wrong! I now advise everyone to take time to investigate what's out there.

First impressions count. Alas, first impressions can be challenging when you're still navigating your way past your new hair stylist's Big Mistake ("oh...I thought you wanted red hair...") or arriving 30 minutes late to a meeting in East Nowhere. (Don't ask.)

I also learned never, ever to say I needed a service: banking, real estate, mortage or even a vet for the cats. Once you indicate an interest, you risk offending people if you turn them down as you get to know them better.

Bottom Line: For some, networking will be a road to riches. I'll still go out of my way to set up speaking engagements, but I'm now developing creative ways for Virtual Networking, safe from the fashion police. More in future issues.

Readers: When I write so many articles, inevitably some are keepers and some deserve a decent burial. Feel free to email with "Keeper" or "decent burial" in the subject line. The "keepers" go to my blog and/or website.

Testing 1-2-3...

2007-05-13T21:11:00.000-07:00

Last week I attended a talk by Atul Gawande, New Yorker magazine columnist, surgeon and author of a new book, Better. (Seattle residents absolutely love book talks. I've seen a full crowd on Saturday night at Elliott Bay Bookstore…yep, I was there too. Must be our rain-drenched brains.)

During his surgical residency, Gawande began wondering, "Why do some medical centers gain enormously better results than others?" For example, the average life expectancy for a cystic fibrosis patient can vary from 33 to 47 years, depending on place of treatment.

Okay, here's the punch line. The top centers measure results. They choose 1 or 2 key indicators. When a patient's progress seems stalled, they take action immediately.

So what's the relevance to content strategy?

For a long time, I've been listening to experts talk about the value of testing and measuring. I had trouble with the logistics. Just how do you set up a test? What do you test? And how do you do all this tracking, anyway?

It turns out my shopping cart offers fairly extensive (and easy) options for testing. I learned some techniques from Christina Hills, the shopping cart queen. http://tinyurl.com/348q2d

In particular, I finally learned an easy way to redirect visitors from those ugly long ad-tracking links. And I've decided to incorporate testing into future copywriting projects, for clients who have (or want to get) the shopping cart. To learn about Christina's ebook and services:

What got me motivated was a remark by someone who gratuitously offered advice. "You need images of your Reports," she said, "for the visual visitor."

Maybe. For a moment I was all set to call my designer and order up a few rounds of graphics. But I came to my senses. Adding images can actually reduce sales for some products and services.

Let's face it. Without testing, we're all at the mercy of casual experts who toss out a casual remark.

"Maybe you should raise prices." In some markets – yes. But some marketers have earned hundreds of thousands of dollars by selling low priced info products, $10 - $20 at a time.

So now I'm on a testing frenzy. And I've made a new vow: Never again will I listen to anyone who offers a marketing opinion without adding a caveat, "But you need to test."

Unscientific, experienced based principle: The more arrogantly someone ventures an opinion, the more you need to test.

For example, I was invited to give a talk at a local venue, but needed a catchy title and topic. My title couldn't mention websites, copy or the Internet. I came up with "Bragging 101: How to toot your own horn and still sound professional." I'll be offering this talk again in June, here in Seattle.

Some folks urged me to buy the domain name (I did) and even make Bragging101 the focal point of my work. After all, both career changers and business people need to brag, don't they?

But I've also given talks with a title like, "Increasing the Marketing Potential of Your Website." Less edgy – but the audience responds with even more enthusiasm -- and a greater sense of what I can do for professionals who want to put their websites to work.

So it's back to the drawing board to test topics. Next test: What do prospects really think of the sleepy cat logo?

Meanwhile, surveys still make a difference. And thanks in

The services section

2007-05-09T07:36:00.000-07:00

Just what do you do, exactly?

Nearly all my clients are service professionals. They know what they do.

But when we begin working on their websites, we begin to explore a whole range of possibilities. Suddenly what seems a straightforward "what do you do" question becomes a way to gain new insights and ideas.

For example, suppose you're a relationship coach. Typically you meet face-to-face with couples and individuals. You also conduct workshops on weekends. You have programs for women, men and couples.

Now you have to organize the "services" section. You have coaching, workshops, and programs. Or you organize based on individuals or couples.

This is where copywriting becomes content strategy. We would need to consider how visitors make choices and how they find your site.

Networker has a lean and hungry look...

2007-04-30T09:28:00.000-07:00

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.

Networking: Not just about contacts

2007-04-26T09:40:00.000-07:00

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.
d

To network or not to network...

2007-04-25T08:24:00.000-07:00

"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."

Follow-up to copy challenge #1

2007-04-24T08:42:00.000-07:00

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.

5 Common Reasons You Don't Get Paid What You're Worth

2007-04-15T16:19:00.000-07:00

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.

Copywriting in Context

2007-04-12T09:21:00.000-07:00

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.

Nudging Visitors Away From Your Website

2007-04-12T09:14:00.000-07:00

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.

Copywriting Recipes For Delicious Results

2007-04-08T13:56:00.000-07:00

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.

Update to March 28

2007-04-06T10:54:00.000-07:00

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.

Copywriting by the Numbers

2007-04-02T10:26:00.001-07:00

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.

The Sticky Strategy

2007-04-02T00:32:00.000-07:00

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

Am I Being Sold?

2007-03-28T07:52:00.000-07:00

Recently I was invited to visit a networking group...one of those with a thick rule book and a lot of enthusiasm. The people were so nice. They said, "We really need a writer in this group."

"I need to come to another meeting," I said.

"Oh, why bother? They're all the same."

After the meeting, visitors were taken aside. We were given application forms and urged to sign up immediately.

I said I would wait. But I ended up signing a few weeks later.

And then the group began telling me all the rules that hadn't come up...a lot of things I hadn't noticed in the first few meetings. Needless to say, this situation left me with a sour taste. How can I network and exchange referrals with the members of this group?

Alas, today more and more ordinary people have developed great selling skills. And it's hard to resist going into sales mode

That's one reason I no longer offer "free" get-acquainted calls. I don't want to "sell" anyone on my services. And I couldn't offer one-hour and two-hour packages. It's not a good use of time to spend 30 minutes discussing a one-hour call.

If we don't all discover ways to recognize a sales pitch and resist, we'll end up with the equivalent of a yard full of used cars. I admit: I'm one of the easiest sells around. And yes, I have a lot of used cars, metaphorically, in my metaphorical back yard./

Prepare your new website for marketing

2007-03-25T21:03:00.000-07:00

Q. I’m just setting up my very first website for a new service. Should I pay for search engine optimization to attract traffic?

A. Maybe.

But first fine-tune your copy and estimate your conversion rate. There’s no point in driving traffic to a site that leaves visitors cold.

Conversion rate just means the number of visitors who bought your product divided by the number visitors who came to your site in total. So if 1000 people visited your site and 10 bought, you have a 1 percent conversion rate. Not bad, especially if you’re new.

Are you selling a big ticket item, such as a three-month consulting package or a complex information product? You may be happy to sell 2 or 3 a month. You’ll have a hard time evaluating the power of your copy because changes will be small and slow.

So I would suggest creating a way for those visitors to get to know you. Create an ezine or e-course. These days, even if you don’t charge for your ezine, you need an irresistible gift to motivate subscribers.

You can also develop low-cost information products. I find first-time visitors will buy my low-cost ebooks, even if they don’t know anything else about me. Often they sign up for my ezines after buying – a good sign, in my opinion.

And now you have a reasonable way to test conversion rates. You can judge the number of visitors who sign up for your ezine or buy an ebook, as compared to the total who surf in.

Eventually you’ve got copy that will motivate visitors to take even a small action. And now it’s time to think about driving traffic to your site. You can use SEO, article marketing, google adwords….lots of choices! Definitely worth the wait

"You need a picture..."

2007-03-22T09:14:00.000-07:00

"You need a picture..."
"Every website needs a squeeze page..."
"Your own photo should be here..."

When you hear rules - run, do not walk to the nearest exit!
The answer is to test and re-test.

Sometimes a photo or a squeeze page will actually lower your sales.
I don't trust anyone who advises in absolutes.

Bragging101: Self-Promotion as a State of Mind

2007-03-18T09:58:00.000-07:00

A few days ago, I was enjoying a weight-lifting “maximum sculpt” class at my local gym. OK, maybe “enduring” would be a better word.

Our regular instructor “Valerie” had arranged for “Carlos” to substitute.

Carlos’s style was somewhat different from Valerie’s but he was a great instructor. We got an awesome workout.

As we were entering the final stretch (literally), Carlos said, “Valerie will be back next week. I promise! I’m sure you’ll be glad – I know my class was different.”

Huh?

Everybody loved Carlos. A few people muttered that they liked him better than Valerie. Others said they liked having a change of pace.

Okay, I have a confession to make. I told Carlos he made a mistake. Bad move.

But I couldn’t help it. Carlos violated one of my Bragging101 steps: “Never apologize!” OK, if you step on my toe, please say “Excuse me.” If your dog jumps on me, say you’re sorry (we both know you probably think it’s cute).

Professional apologies are different. My teeth start grinding when a speaker says, “I’m probably putting you to sleep.” Or, “You all really want to go home right now, don’t you?” Or worst of all in Seattle, “I’m sure you’d rather be outside on this beautiful day when we’re not having rain for a change.”

Give the best speech you possibly can. If you don’t think you have something great to offer, refuse to speak in the first place. Don’t insult your audience. We wanted to hear you! We made a choice. Nobody forced us.

So what does this advice have to do with copywriting?

Everything.

When you put your copy out there, you have to be proud. No holding back. When you say, “Gee, I’m not sure I’m that great” your readers think, “So why am I wasting my time with you? I must be an idiot.”

Wrong! They’re smart people. They made a wise decision to learn more about you and maybe hire you.

Two sides to a customer service story

2007-03-16T10:58:00.000-07:00

Recently someone sent me this story, which he considered using in a classroom setting for an MBA program:

"Suzanne" grew tired of retirement. She started part-time work at a greeting card Shop. One day a customer asked for something that was not in stock. The new part-time employee took the customer’s name and phone number and promised to let her know when the item became available.

A few days later the item arrived. Suzanne phoned to let the customer know she could stop by the store and purchase the item. The phone call was made from the employee’s home because she had inadvertently taken the note with the customer’s name and phone number home in her jacket pocket.

The next day the customer came to the store and not only purchased the item, but also purchased other items for a total of over $100.

Upon learning about the employee’s actions, the store owner threatened to fire her if she ever again phoned a customer from her home. She stated, “This is company policy and you should have known it.”

So what's the moral of the story? Is the store owner short-sighted and stupid?

Sure, the owner appears stupid because she seems to emphasize policy over profits.

But she's also considering liability. She's thinking, "OK, this time the employee called from home on a business call. What if Suzanne decides to start a home business? Will she take home a list of names and numbers?

"And I assure my customers I respect their privacy. If my employees take numbers home, what kind of assurance can I give them? What if Suzanne's teenage son finds a list and decides to prank-call everybody? Suzanne won't be liable. I will."

Not likely. But unfortunately many of us have learned to think this way. And even more unfortunately, I believe it's necessary.

Networking challenges: Just what DO we do anyway?

2007-03-13T10:02:00.000-07:00

Networking begets networking.

At a recent luncheon, a nice attendee "Pamela" approached me.

"So you're a copywriter. I belong to a BNI group and we are looking for a copywriter."

Well, I've looked into BNI. The problem is, I have yet to find a single copywriter who had a profitable experience at any BNI group. (If you differ, please let me know.) I've met several who said, "Nice lunches. Fun people."

But this group seemed genuinely interested. They meet at lunch (not an ungodly breakfast hour) at a place where I can walk in 15-20 minutes. They even chose a nice restaurant with good food.

So I attended a meeting. Immediately after the meeting, we visitors were taken aside. We were given long application forms and encouraged to join. "You'll be in by next week -- for sure the week after," they said. "We just have to check references."

So I got permission to give them names of 2 references. That took a little time. My references answered questions, also making time.

Then nothing happened.

I got a call. "We think there may be a conflict with another member. She lists marketing on her business card."

My immediate reaction: "Why didn't you check this out before inviting me to apply?"

My next reaction: "Any competent copywriter will be involved in some marketing. You said the group was looking for a copywriter. Therefore..."

And then I wondered, "Do they really understand what a copywriter does? Will they assume I'll scrawl words for $35 an hour?"

But there's a bigger question. BNI has thrived by allowing only one business category per group. These days business categories are blurred.

It's not just copywriters who confuse these networking groups. A life coach "Kendra" applied to join BNI. She was blocked by a hypnotherapist who complained they would respond to the same challenges. Yet another group includes a hynotherapist, a life coach and a licensed psychotherapist.

Even more important: customers and clients have to be clearer than ever on what they want.

"Alan" confides, "I'm so disorganized! I don't seem to get anything done. My office is cluttered and I never seem to have time for anything."

We can refer Alan to a professional organizer, who will de-clutter and suggest systems to save time. Some organizers talk about their clients' lives and lifestyles too.

We could suggest Alan hire a life coach, who will help set priorities and create accountability and structure.

We might even suggest a therapist who works with the "worried well." Some therapists actually target the same market as coaches -- self-pay personal growth seekers. They are licensed to go deeper: they might ask about Alan's life. If he just broke up a serious relationship or lost a job, he may need to talk about feelings before he can break through the clutter barrier.

The flip side: Three people hang out shingles with identical labels like "chiropractor," "physical therapist," or "massage therapist."

Most chiropractors work by cracking something in the body (I've never been to one so I'm not sure about this). But I just met a licensed chiropractor who works with a technique that doesn't call for cracking -- and that doesn't require repeated visits.

I went to one physical therapist for chronic tendinitis. After many visits I saw no improvement. He didn't believe in ice or inserts. He believed in repeated visits. A second physical therapist made 3 recommendations in a single visit -- including ice and inserts. I am now nearly pain-free and I walk and exercise a great deal more.

And massage therapists: Is a Swedish massage therapist competing with cranio-sacral massage? I have no idea.

For copywriters, the challenge is to communicate just what the business offers and just what pain gets relieved. Many websites don't even have a "how we work" or "how we solve problems" page. Yet these days, the "how" page may be more relevant than ever.

And I predict that leads groups will face tough challenges if they insist on labeling businesses in tight categories. I've told the group I am no longer interested. They're very nice so who knows - I may change my mind. But in the long run, we have to be increasingly aware that labels no longer tell the full story.

Copywriting for Branding Strategy

2007-03-11T18:05:00.000-07:00

If you live in certain parts of the world, you probably have a box of Arm & Hammer baking soda in your home. You probably grew up with the familiar orange box and you take it for granted.

When I taught Marketing 101, we would spend entire classes discussing Arm & Hammer baking soda as an example of a long, long product life cycle.

It’s no accident. The company keeps finding new ways for customers to use the product: keep refrigerator fresh, put out fires, brush teeth, add to cat box…and a whole lot more.

Your service needs longer life, too. How many creative ways can we benefit from your service?

For example, copywriting can be used to create sales letters and websites. But copywriting also

Creates irresistible offers to your website visitors
Creates strong headlines for articles
Develops strong content for your ebook or “real” book
Sells your house
Sells your unwanted stuff on eBay

…and a whole lot more.

A logo design can be used on a business card…and also on letterhead, newsletter, decal for car window, flyers and…

Party entertainment can add value to bachelorette parties, birthdays, reunions, picnics, business retreats, training exercises and…

Tip: Ask your clients how they’ve used services like yours.
Then ask the same clients, “What are your 3 greatest challenges -- in any part of your business (or life, if it fits)?”

See if a few creative tweaks -- to the service or the service’s advertising – will deliver genuine value to these clients.

Business getting busy? 3 tips to help

2007-03-05T18:18:00.000-08:00

3 Strategies for Busier Businesses

I’ve been working with a web designer, Katy Martin, on and off for the last few years. I found her on Rent-a-Coder when she was willing to do a lot and accept a little.

Alas, I’m not the only one who finds hidden treasure. Now Katy’s juggling more clients than she needs. And she wants a life, too.

Being busy comes from adding more clients or committing more time for intensive marketing. Either way, your “How I Work” page lets you combine time savings with client satisfaction.

Your page answers 3 client questions.

(1) How much advance notice do you require?

Recently I asked Katy to redesign my business card for what seems like the millionth time. “Sure,” she said, “I can do this.”

But when? I’m not her only client this week. How about, “3 days notice to start a card, 7 business days to schedule a website.”

For phone or live consultations, 24 to 48 hours has become the standard cancellation notice for everything from massage therapists to medical services.

Design and writing professionals need a kill fee – an amount that will be surrendered if your client cancels mid-project.

(2) What’s your turnaround time?

For my own copywriting service, I’ve learned to ask for 10 business days for a single sales letter. I used to promise 5 days or less. But now I’m busier.

I have no idea how long it takes to design a website or a business card. But if the designer needs one, three or five business days, I need to know.

Jill Chongva, the VA who publishes my ezine, needs a certain number of business days to create HTML and distribute the ezine through my shopping cart.

Lots of variance across projects? Give a range – just let your visitors know if you’ll need hours, days, weeks or even months.

(3) Getting started.

As you get busy, even a get-acquainted call represents an investment of time – an opportunity cost, as accountants say. I recommend offering a paid small sample of your work. For copywriting, it’s a diagnostic project. For consulting, it’s an hourly call.

My system allows clients to deduct the cost of the initial call if they move on to a bigger project. We both win if we achieve the client’s goals in an hour or two.

Don’t want to charge for the first call? Give prospects a task -- a series of questions, a mini-project or a special assignment – to complete ahead of time.

Bottom Line:

You can always help out a favorite client or finish a project early. But clients will be happy to comply when you refer them to your page of policies. Those who don’t will go elsewhere and often that’s a happy ending, too.

Please email me if you’d like contact info for Katy or Jill.
My ezine gets distributed through my shopping cart – the most essential element of online business!
Learn more here.

Success means getting tough with your calendar

2007-02-28T10:27:00.000-08:00

How can you tell who's on track to success?

My answer: The way they talk about time.

Recently I met a competent, likeable professional I'll call Louis. It takes awhile to realize just how good he is. Louis tosses off comments about new clients, success and increased income. He gets glowing thank you letters from clients.

And he says, "I really need more clients."

So how does Louis spend his time?

he belongs to a business group that's built more on friendship than networking. He belongs to Toastmasters. He volunteers in his community. He coordinates refreshments for parties.

And he's considering hiring an expensive coach to move his business to the next level.

What's wrong with this picture?

Louis is already a good-enough (or more than good-enough)speaker. Sometimes a Toastmasters chapter will be a good source of referrals. More usually, chapters don't attract decision-makers or independent business owners who can hire Louis.

Louis needs to guard his time ruthlessly. We all need social outlets, friends and family. But it's easy to remain in activities that no longer fit our needs.

When you're a new networker, groups like Toastmasters make a lot of sense. You get a safe space to develop your skills. You practice speaking. For some, lifelong membership contributes to personal and professional goals.

But at some point you have to ask whether Toastmasters (or BNI or your business group) continues to contribute to your growth.

I belong to a group of women business owners that seems to be a good source for what I want: speaking engagements and clients. But I've met other business owners who have left the group because it's no longer working for them.

That's the point. You're not destined to outgrow a particular group. And I recommend giving every new group 3 to 6 months to get to know you.

But every 3 to 6 months, stop and ask yourself, "What have I gained from this group? Have I learned something I can use in my business? Made contacts? Grown? Do I feel good after a meeting -- recharged and energetic? If not, time to move on."

Those who succeed get tough with their own apppointment calendars.

P.S. I've put together an irreverent 21-day time management program that (readers tell me) actually works! Click here to learn more:
http://www.cathygoodwin.com/timebook.html

Attracting Live Clients by Virtual Websites to Survive the 21st Century

2007-02-25T09:12:00.000-08:00

Since moving to Seattle about 18 months ago, I’ve had to find all sorts of services: a hair stylist, health insurance broker, physical therapist and more.

At first I asked for live recommendations.

Bad move!

My acquaintances didn’t know insurance brokers. Someone at my gym suggested a physical therapist. Several women swore by their hair stylists.

After several visits to the physical therapist, I still limped around on sore tendons. I survived 2 embarrassing hair cuts and a disastrous, overpriced color change.

But I found a good insurance broker. I love my hair stylist. My new physical therapist got me walking comfortably after a single session.

Where did I find all these people?

The Internet, of course. Citysearch.com, to be precise..

I did make a couple of calls to ask get first-hand information. But I’ve mostly given up on live tell-a-friend referrals.

I’m not alone. In Small Is the New Big, Seth Godin says that listing references has become obsolete. We leave electronic footprints all over the Internet. We review and get reviewed. Sites like movingscam.com can save us thousands of dollars, if we use them responsibly. More about Godin’s book:
http://tinyurl.com/3bmacm

What does this mean for promoting ourselves as businesses?

First, even local businesses now need a website with a strong marketing message, not just a calling card. They need content strategy for their virtual storefronts.

My new hairdresser advertised herself as a curly-hair specialist. Her salon got great reviews on citysearch.com Even an anti-fashion individualist (like me) needs to get frizz-proofed for Seattle’s damp climate It was a no-brainer.
.
Second, we all need to be proactive in supporting good services. We help them stay in business, grow and expand their services.

We especially need to be proactive because a single off-the-wall customer can have an unfair impact. I’ve seen bizarre complaints posted for services that I patronize regularly.

Third, we need to encourage clients and customers to review our services. You can post your own service – even coaching, consulting and copywriting – on citysearch.com and yelp.com. When clients thank you for good service, suggest they write a review from anywhere in the world.

True, some services have been known to ask their mothers and brothers to send in reviews. In my experience, fake reviews stand out, just as they do with online bookstores.

Of course, you can get reviewed in blogs, websites and other services. Some sites have even sprung up to review Internet marketing gurus. We’ll probably see greater use of these sites as more people post to them and they become more helpful.

Your own testimonials, with URLs linking to the clients, create your own unique review site. And someday the phrase “references available” will be meaningful only to those who remember the origins of “cut and paste.”

To learn more visit my website.

Client appreciation (with professionalism)

2007-02-19T09:59:00.000-08:00

Your client Alicica has been a real gem. We've all had those clients - the ones we love to clone. Maybe they gave you a great referral. Or they bought your biggest package, achieved success and wrote a glowing testimonial.

When they call for follow-up service, we feel guilty about charging them.

Here's a tip. I don't recommend working for free. But you can send
them gift certificates to your own business!

Example: "Thanks for sending me referral X.
Here's a gift certificate for $20 you can apply to any of our future projects together."

Make up some clever certificates with your logo and attach them to your email or (even better) a card.

When a client isn't likely to need my services again, or when I want to thank someone who's not a client, I send an amazon gift certificate or perhaps a book I think they'd like.

javascript:void(0)
Publish

Getting a New Client on Board

2007-02-17T10:11:00.000-08:00

How to become a client.

More prospects call simply because you’re better known. Some are serious; others are tire-kickers.

Consultants and coaches often offer complimentary get-acquainted calls.

Okay, I’m going to be edgy here. I have never found those calls helpful when I’m the client. The whole dynamic changes when money changes hands. Moving from comp to paid, I’ve often felt I was talking to a whole new consultant.

So as you get busy, I recommend offering a paid sample of your work. For copywriting, it’s a diagnostic project. For consultant, I offer hourly calls. My clients can deduct the cost of the initial call if they move on to a bigger project.

I work only with serious clients and I can begin delivering value from the very first moment of our call. We both win if we solve the client’s problem in a single hour.

If you offer any no-charge option, I recommend setting up a task to be completed before the call: a series of questions, a mini-project – anything to show your client is serious.

Design and writing professionals need to create some small projects so a client can test them before committing big bucks.

Many readers will disagree but I believe free tasting sessions should be reserved for the supermarket aisles.

I’m the worst: when Gracie (the dog) and I visit our favorite bakery, I’ve been known to buy a cup of soup and take home a handful of bite-sized samples for dessert.

I'm sure many readers will disagree - and I welcome controversy! Post a comment below.

Internet Marketing: Should your consultant walk the talk?

2007-02-05T08:29:00.000-08:00

Every so often a well-known marketing consultant warns us, "Choose a mentor who has walked the talk."

In other words, hire a mentor who can demonstrate success. Ask to see sales reports. Work with someone who's still actively marketing, not someone who's stopped marketing to become a marketing coach.

But I'd take this advice with a medium-size grain of salt.

Sure, you need a knowledgeable source. And that argument has merit.

But you've probably heard the saying, "Those who can, do. Those who can't, teach."

My response: "So what?"

Basketball coaches run the gamut. Occasionally you'll see a great player who goes on to become a great coach. But you also see coaches like Pat Summitt, who coaches champions but was never a superstar herself. And you see great players like Cynthia Cooper who failed to find success as a coach.

Marketing coaches also come in a variety of flavors.

Experienced marketers often coach by saying, "Here's what I did." Even when they're successful today, they grew their businesses in a different world.

Economists talk about externalities -- the way we're affected by what everyone else does. For instance, telephones gain in value as they become more commonly used. And some products actually lose value as they become more popular: think of your favorite restaurant or ski resort.

Today, just about everyone has an ezine. You no longer stand out if you send out a monthly mailing. In fact, I advise clients to send ezines at least twice a month. These days, you'll get lost in the crowd and your readers forget you if you don't show up often in their inboxes.

Teleseminars and forum groups also have become extremely popular. Recently I got an email from a harried ezine reader: "Will you send a reminder of your teleclass? I've signed up for so many things I've lost track."

Networking events have become more focused and more directly commercial. You no longer stand out with a great elevator speech.

"Groups are begging for speakers," one affluent marketing coach told me.

"Not around here," I answered.

So how do you choose a marketing consultant?

First, begin with the free and low-cost stuff. Buy an ebook. Read his ezine. Try a few tips. Do they work for you? Good: try some more.

Second, talk to your guru's clients. Did they find the sessions helpful? Are they earning money? Or do they just say, "I loved working with her. She was so nice."

Third, develop your own intuition and keep your power. Ultimately success depends on connecting with a target market and your target market's pain. In my experience, few mentors can help. You have to invest huge amounts of time digging into your market. Ideally you'll have a natural "in" with your market -- something you can't be coached for.

Bottom line: No guarantees. You have to take control of your market. If you've already started to see meaningful success, a lot of mentors can help you. If you're trying to reach a resistant market with a product they're not excited about, few can, no matter who they are.

[Web Site Marketing] Get Known and Take Names

2007-02-04T23:12:00.000-08:00

Q. “I need a database of names and email addresses, based on visitors to my website. But an ezine takes a lot of work and a single information product seems inadequate. What else can I offer?”

A. You’re right. Once upon a time you could send out an ezine every month or two. Now there’s so much clutter you need to have your name in front of readers every week or two. Otherwise they’ll assume you’re sending junk mail.

That’s a lot of work when you’re starting from scratch. All that effort for just a small list? Whew!

And even if you have an ezine, you may want to share new information with your readers.

The answer: Create an e-course.

An e-course is a series of short “lessons” sent to subscribers, one at a time, over a period of days, weeks or months. You send them through autoresponders, using the same program you use or ezines and other e-mailings.

Website visitors sign up through an opt-in program, giving you their names and emails...and permission to send them a series of messages.

Some marketers mail lessons daily – a good way to remain in front of readers. One well-known marketer just created an e-course with 87 lessons, sent one day at a time. She gets daily contact with a subscriber base for almost 3 months. We’ll remember her for a long, long time, especially since the quality of tips was very high.

But most marketers create 5 to 7 messages, sent every 2 days. The idea is to create credibility with good information, while adding names to your own subscriber database. Readers who stay with your course till the end are probably seriously interested in your topic (or are seriously compulsive about finishing what they start).

Each message should:

(1) Remain short: 350-500 words.

(2) Focus on one specific point or tip – a takeaway, preferably something your readers can begin to use immediately.

(3) Include a thought-provoking question or assignment that will challenge your reader.

(4) Avoid giving away the store.

(5) Present valuable content not easily obtained elsewhere.

Of course, each ecourse includes your resource box with content information and a word of promotion.

You can expand each message into an article for your article marketing program, post your messages into your blog and save your messages for the day you’re ready to create your first ebook.

Nothing is wasted. And you get to build your subscriber database, without writing new content every week for a small audience. It worked for me!

Getting "Stuff" in the Mail: A Rant

2007-02-02T08:29:00.000-08:00

Apparently one of the big-name marketing gurus has been advising everyone to give away CDs.

For everything.

Need to grow your list? Offer a bonus? Give away a CD.

What will you put on the CD? Ah, there's the question. I'd rather skip the CD unless it's really, really valuable.

And then there are the hard-copy packages. Flyers. Newsletters. I've even gotten a box of crayons and a CD-holder.

What do I want? Content. Solid ideas I can use immediately.

I don't have time (or inclination) to listen to all these CDs (although I would turn to an mp3 recording while I'm working on the computer).

Fewer things. More content. Please.

Out-of-the-chair Speaking Topics

2007-01-29T16:57:00.000-08:00

Recently “Georgina” told a networking group about her new seminar program. Her first class was called “Pre-planning the sales call.”

Everybody yawned except me. I was too busy thinking like a copywriter.

“What’s the takeaway?” I asked.

“I know. You’re going to ask about benefits. If sales people in my industry use my system, they’ll be better prepared for their first meeting with a new client.”

“And...”

“So they’ll do a better job for the client.”

“And that’s important because...”

Shrugs all around.

“You’ve heard of out of the box thinking,” I explained later. “To motivate seminar participants, you have to get your audiences out of their chairs. Get them sitting on the edge, leaning forward, eager to hear what’s coming next.”

Like many seminar presenters, Georgina was frustrated. She knew her system would make money for seminar participants. But she didn’t know how to share her excitement.

I could relate to her dilemma.

Recently I planned a talk on website marketing. One topic was “5 copywriting tips to make your website sell more.”

Yawn. I would fall asleep during my own presentation.

So I created, “Copy is your quarterback. Web design is your offensive line.” And then I had 5 plays you can call to win the profit game.

It would work even better if the Seattle Seahawks had won their last game, but you can’t have everything.

Corny? Sure. Simplistic? Maybe. But when you’re sitting in a meeting room for a few hours, your mind craves entertainment. That’s why so many college professors think they’re stand-up comics. It doesn’t take much to get a laugh from a required class on a cold winter morning.

Back to Georgina. I’d give up on pre-planning and focus on the bigger picture.

“How to begin creating lifelong bonds with your client even before your very first meeting.”

3 Tips to Motivate Website Visitors to Action

2007-01-09T00:14:00.000-08:00

When visitors come to our websites, we want them to act: subscribe to an ezine, sign up for a seminar or buy a product. But visitors tend to stay for just a short time and they’re almost always in a hurry.

How do you motivate visitors to get into action?

(1) Make the Call to Action simple, visible and easy to follow.

Sounds obvious. But on some websites readers still get frustrated trying to sign up for a class or buy a product. They can’t find the form. Some websites don’t even tell the reader what they offer: classes, coaching, information products, or …?

(2) Create urgency around purchase.

Urgency often translates to time-sensitive offers. “Discount if you buy now.” “Only a few left.”
These techniques work if you have a genuine limitation and your target market doesn’t wait for a crisis before buying. By way of analogy, few car owners will say, “Gee I just bought new tires but this special is so good I couldn’t resist.”
That’s why these offers work better for information products than for consulting or coaching. Clients hire a consultant because they need help right away.
Occasionally you might catch someone on the edge: “I know I’ll need this someday and the special offer was enough to push me to buy.”

(3) Create urgency around your client’s pain.

Most web site owners don’t want to create fear-based appeals. And nobody wants to sound sales-y and pushy.

When you know your market really well, you’ll be able to create urgency by identifying the client’s pain precisely, signaling, “I know exactly what you’re going through.” And you promise solutions so “You don’t have to experience this pain any more. We have answers.”

Finally, urgency requires honesty. Your call to action includes a genuine offer of a quality product. Your limitations are real: at the stroke of midnight, prices change. When you run out of product, you really have no more to give. And of course you really have the program and knowledge to help your client deal with pain realistically and effectively.

You may use this article in your ezine or blog if you (a) make no changes, (b) notify me at cathy@makewritingpay.com, and (c) include the following resource box with live "clickable" links:

Cathy Goodwin, Ph.D., helps service professionals increase the maketing potential of their websites so they can attract clients, increase sales and build a community of raving fans. Get the 7 Best-Kept Secrets of Client-Attracting Websites.
http://www.copy-cat-copywriting.com/subscribe.html

Attracting visitors with the irresistible freebie

2007-01-08T09:55:00.000-08:00

WMy clients often begin a consultation with, “How do I attract traffic to my site?” That’s like inviting your dinner guests to arrive while you’re still defrosting dinner.

Before inviting traffic to your website, prepare the appetizer. Create an ezine offer with a bonus your visitors can’t refuse – usually a Special Report with an irresistible title.

I call this bonus the "irresistible freebie." I encourage clients to begin creating their websites by figuring out what their own clients can’t resist. Once you’ve created your bonus, you’re well on the way to developing the main course: your website copy.

And once your first visitors are eager for a taste, it’s time to bring on the traffic-builders.

7 Tips for a Lead-Generating Teleseminar

2007-01-04T20:03:00.000-08:00

Want to begin offering workshops (by phone or in person) to attract clients and maybe build another revenue stream?

Marketing your seminar can stop the snoozers and create a powerful sales tool.

(1) Recognize that price changes your class dynamic.

Charge nothing and you may attract sign-ups, but they're often no-shows. Some openly search for content they can use in their own classes. Many will disappear as soon as you ask for a dollar.

(2) Present a how-to topic.

Promise that you will help people make money, lose weight and/or find a soulmate, you'll attract more motivated participants.

(3) Watch the clock.

Participants pay with their time, whether or not you charge monetary fees. Ten minutes for a sales pitch, ten minutes for roll call, twenty minutes for participants to "share" why they're here. Now you've got twenty minutes to deliver content.

Better to plan on fifty-eight minutes of value with a one-hour class. You can follow up with an email to remind participants who you are.

(4) Create a title that sizzles.

A problem-solving class might be called: "Creating an 'Aha!' Moment Just When You Need It"

My friend calls her novel-writing class, "Write your novel -- in one day!"

A class on the business of creativity was re-named, "As you earn more, keep more!"

(5) Emphasize positive outcomes.

Turn off your Inner Grinch and focus on moving to something wonderful, not avoiding something horrible.

"Most businesses fail! Will yours be one of them?"

becomes

"One percent of home businesses will gross six figures this year - and yours can be one of them!"

Of course, you must be able make that claim honestly and ethically -- and a few testimonials wouldn't hurt.

(6) Take charge.

Be prepared to cut off long-winded questions and participants who want to give "advice" to other callers.

Stay focused, organized and on topic. Make sure everyone has a chance to participate -- not just the most proactive callers -- but I wouldn't force participation. I believe participants have the right to "lurk" silently.

(7) Show enthusiasm.

"June" has such a charismatic personality that her classes would fill with eager prospects if she read the phone book aloud for an hour.

"Bill" has such weak, tentative delivery that his classes actually turn away prospects who love his website and need his information.

Whether you're delivering by phone or standing in front of an eager group, you need to project energy. Some class leaders actually go for a walk, jump up and down or practice a few dance moves. Others sing. And others just get high on the experience.

Bottom Line: Classes can be fun for both leaders and participants -- and there's no more convenient way to learn information. Once you get going, you may be hooked on excitement...and money.

New Year Resolutions for Self-Employed Professionals (Who Mostly Hate New Year Resolutions)

2007-01-02T09:31:00.000-08:00

Are you getting tired of the same old resolutions: be more organized, work harder, eat healthier? Try these for a change:

(1) I will claim my bragging rights.

No more needless apologies or excuses. No more “This is probably a dumb question, but...” or, “I’m sure you’ve heard this before, but...”

(2) I will step outside my comfort zone with at least one marketing program.

I’m considering direct mail, google adwords...and maybe podcasting. Forecast: a wild ride head.

(3) I will listen to my intuition more, even when I’m learning from the most brilliant, wealthy, powerful gurus on the planet.

Everyone is wrong every so often. Or they’re wrong for your particular situation. Or they’re having a bad day.

Here’s an exercise. Review your strategies. What’s worked best to bring clients, money, or success? I bet each one has a touch of serendipity and/or your own intuition. See
http://www.cathygoodwin.com/intuitionbook.html

(4) I will take at least one piece of business advice that I resist (maybe it seems counter-intuitive) and see what happens.

When I first learned about copywriting, I resisted the idea of promoting myself. On a smaller but significant scale, I resisted buying a book of phrases for copywriting and using a headline generator. Now I can’t imagine life without both those tools: tiny steps with huge impact.

Of course, if someone suggests you sell all your possessions and move to a tent in Idaho, I would say no. Sometimes you’re resisting for a really, really good reason.

(5) I will honor what I need to stay energized and motivated.

What do you need for yourself? Music? Exercise? Live performances? Movies?

What chunks of time work best? I find if I steal a whole day or a full afternoon, I return energized and ready to take on most any challenge. The dog goes to daycare. She returns ready for a long, long nap, which frees me up to act on those challenges: a true win-win.

Some of my colleagues and friends prefer to work non-stop for weeks and even months, then take a complete vacation.

Whatever works. Do it.

And send me an email if you get inspired (or outraged or anything else).

You may reprint this article in an electronic medium IF you 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

Testing, testing...

2007-01-01T23:37:00.000-08:00

Recently I've had some questions and comments about testing effectiveness of a website and copy.

(1) "I want to test a mailing. First I'll send it to my ezine list..."

Are you planning to buy mailing lists? If so, send to a small randomly chosen sample from that list. Your own list may be more or less responsive, depending.

(2) "I want to put up a new site with a different domain name and different copy. Then I'll see which works."

You're testing too many variables! One site may attract more visitors than the other, or may attract a different type of visitor.

(3) "I'll try a new version for a month and see if I notice a difference."

You might...but how do you know if your revisions made a difference or if your target market responds to a change in season?

The only way to test a web page:

Use software (such as 1shoppingcart.com ) that exposes visitors randomly to one page or another. In other words, if ten visitors arrive, visitors 1,3,5,7, and 9 will see Version A. The rest will see Version B.

And vary just one element at a time. Headline. Color. Picture. Domain name.

Otherwise how will you know what really made the difference?

How to make the most of your next speaking opportunity

2006-12-29T15:55:00.000-08:00

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

[Copywriting Tips] Generating Copy?

2006-12-27T10:12:00.000-08:00

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

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

2006-12-26T09:32:00.000-08:00

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

Copywriting to promote yourself 5 ways

2006-12-18T15:53:00.000-08:00

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.

Need a web host...

2006-12-01T10:55:00.000-08:00

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

Copywriting for writing a newsletter

2006-11-26T10:02:00.000-08:00

Q. My professional organization wants to send out a quarterly ezine and I’ve been asked to be editor. Yawn! Who reads these things?

A. That’s what I thought when I got asked to edit a newsletter for the very first time. My group consisted of consumer psychology professors and marketing managers.

“Just one thing,” I said to the group’s president. “Can I have a humor column?”

“You can have anything. We’ve had 3 editors in one year. We’re desperate.”

Six years later, I looked back on this experience as one of the most fun and most rewarding of my career. Ultimately a newsletter carriers the Bragging101 principles an extra step. You’re creating a vehicle for members to brag about themselves and each other.

Since then I’ve written newsletters and newsletter columns for others, including a neighborhood association and a gym. And I learned some tips and tricks along the way.

(1) Increase readership and membership loyalty by interviewing your members.

Don’t bother with the superstars (okay, maybe a couple to set the stage). Ordinary folks have to be coaxed into an interview, but once they’re featured, they’re loyal for life.

While living in New Mexico, I wrote a newsletter for the gym where I worked out. Nobody wanted to be interviewed but they always ended up asking for extra copies to take home. “Your name in print” still carries power even in a jaded society.

(2) Get edgy.

My humor column may not have done much for my academic career, but I honed my writing skills and got a lot of attention for t the group and the paper. We had a satiric view of academic life, featuring our brave heroine, Maybelle Marketing; her cat Fluffy whose claws were registered as lethal weapons; hints at links to the Mob; crimes and clashes...well you get the idea.

Seems a little tame these days, but I can refer you to some past columns if you are interested. You have to be more careful with a commercial enterprise but let’s face it: everybody likes to smile.

(3) Double your effectiveness by assigning interviews.

With a large group, you can invite members to interview one another.

Why would they bother? Our junior members wanted an opportunity to make connections. Senior “stars” felt more comfortable when interviewed by junior members.

I was a little surprised when a couple of “stars” in our group asked to interview other stars, but hey -- I never turn down offers of help.

(4) Offer recognition and awards.

Honor every member’s achievement you can find. People like to belong to groups of achievers so you’re helping everyone.

The gym newsletter was easy. Someone was always winning a race or getting elected Miss Something of New Mexico. Birthdays, new cars, new dogs and houses...readers love this stuff.

(5) Use your newsletter for networking.

Everybody knows the newsletter editor and everybody wants to talk to you. After a surprisingly short time, you realize you’re not spending huge amounts of time and you’re getting known faster than if you attended twenty-two networking luncheons.

Need help with your own? Ask me about a one-time consultation and we’ll have your newsletter launched in no time.

No need to be dull! As you brag about others, you display your own skills in a low-key, creative way.

Hiring an article ghost writer

2006-11-23T01:19:00.000-08:00

Some of our most respected Internet marketing gurus advise, "No time to write articles? Hire a low-cost resource from one of the online data banks."

If you follow that strategy, be aware that you have no protection against plagiarism. Your friendly ghost writer can just get on the Internet and help himself to whatever's there...and because your name goes on the final article, you are responsible.

"It's okay to use my service..."

2006-11-20T08:48:00.000-08:00

A relationship coach says, "Couples think there's something wrong with them if they need help. But today's relationships are more complicated than they were ten, twenty and thirty years ago. We have dual careers, layoff pressures, gender role changes and more."

A lawn care specialist says, "My clients work sixty hour weeks and they earn big bucks but they feel guilty because they aren't pushing their own lawn mowers."

Sometimes the copy message has to overcome a hidden objection: "I should know how to do this myself." Bring it up early, from elevator speech to home page.

Copywriting means responding to 3 levels of pain

2006-11-17T17:11:00.000-08:00

One of the first things a copywriter learns is, "Go for the pain." Good advice. And actually clients come with three levels of pain.

(1) Client at the Crossroads: Why now?

Clients rarely consider hiring a resource (or buying an information product) unless they're at some kind of a crossroads. Psychological research tells us that people don't change until they experience a defining moment. They often use the classic example of alcoholics who hit bottom.

So I get calls when a business owner says, "I don't have time to make sales calls and I need more sales -- soon. How can I make money when I sleep?"

Or Hal calls an accountant when he needs cash flow to finance an essential purchase. Mary starts looking for an organizer when she realizes she's buried her appointment book somewhere under a mountain of paper, just below a box of last year's holiday cookies.

(2) Client Feeling Emotion: Where does it hurt?

This is what most people think of when they identify their target market's pain.

Often needs can be related to the basics: finances, health, love, social status and time. You can dig deeper. What will happen if you don't increase sales? What will you enjoy if you save time?

Here's where it's easy to confuse "our process" with "their pain." For example, I recently talked to a consultant who wanted to help women achieve vision and purpose. But, I would ask, how do their lives feel without vision and purpose? What will be different afterward?

(3) Client Chooses Resource: Can you be trusted?

My clients worry, "Will my website make me sound like I'm selling used cars?"

An interior decorator may seem like a fairly benign presence. But her prospects are probably wondering, "What will she think of my home? And will she paint the walls pink with purple polka dots?"

Dentists have become fairly savvy about anticipating the number one question: "Is this going to hurt?" And I've seen billboards for medical clinics promising, "You won't wait more than ten minutes."

Bottom Line: "Go for the pain" is the best advice you can get when creating a marketing message. Recognizing all 3 levels will help you reach your own clients and, in the process, reduce your own marketing pain.