Tuesday, March 13, 2007
Networking challenges: Just what DO we do anyway?
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. |
Labels: bni, business, coaching, groups, internet marketing, labels, networking
Monday, March 05, 2007
Business getting busy? 3 tips to help
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. |
Labels: business, entrepreneurship, time management
Saturday, February 17, 2007
Getting a New Client on Board
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. |
Labels: appointments, business, clients, internet marketing
Monday, December 18, 2006
Copywriting to promote yourself 5 ways
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. |
Labels: business, clients, coaching, copywriting, entrepreneurship, ezine, internet marketing, promotion, start-up, website marketing
