Copy-Cat-Copywriting

"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.

Labels: g, new website, shopping cart, website marketing

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.

Labels: revenue generating, website marketing

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.

Labels: about, internet marketing, page, website marketing

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

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

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

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

Right on.

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

Labels: headlines, networking, website marketing

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

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

Labels: copywriting, information products, website marketing

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

Labels: advertisement, internet marketing, promotion, website marketing

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.

Labels: client attraction, internet marketing, retail, website marketing

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

Labels: client attraction, internet marketing, website marketing

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.  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

Labels: client attraction, copywriting, promotion, teleseminars, website marketing

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

Labels: client attraction, content, copywriting, entrepreneurship, website marketing, writing

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

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

Labels: web hosting, website marketing