Copy-Cat-Copywriting

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

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

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

Most gurus fall in between.

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

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

Your Profile

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

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

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

The Organization's Profile

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

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

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

Clearly that was not a good group for me.

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

Geography

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

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

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

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

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

Labels: clients, copywriter, networking, speaking

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

For the first example, see
Challenge #1

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

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

My response: Go for it!

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

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

You have 2 issues here:

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

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

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

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.

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Labels: client attraction, clients, customer service

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

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