Copywriting

July 12, 2011

WWWD: How to write copy when you don't love doing it

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Copywriting is something I hear coaches say they absolutely dread doing. It's especially challenging when you have to create a sales page or write copy to promote one of your programs or services. Oh no!

The discussion of the copywriting albatross comes up so frequently in the Certified Group Coach® Program that I'm sharing a few tips to get you started in this installment of What Would WendyY Do?:

  • Take a deep breath to release your anxiety and clear your mind to write. I know it sounds simple but you'll be surprised at how much that breath helps you to focus. If the first deep breath doesn't do the trick, take one more and go way down to the bottom of your stomach to get it.  This time open your mouth and allow the angst to flow up, over and right out. It's ok to make a little noise so you know the anxiety actually left your body.
  • Imagine you're sitting in a cozy chair in your living room. You're comfortable and relaxed. Visualize that your ideal client is sitting in a chair right next to you. Your job is to coach your client right there on the spot. That's easy because you're a great coach, right? First and foremost you're a coach. Now is not the time to forget that important fact so bring all of your skills with you to the conversation.
  • Converse with your ideal client, naturally. You want to help her focus on the challenges shes facing and tackle each one head on. With compassion, you help her see the cost of continuing to do what she's always done. You're there to help her understand the real price of that kind of insanity. She's paying for it some kind of way and your role is to uncover the emotional price she's paying so she sees and feels the impact. This is no time to be skiddish - say what's true!
  • Share the benefits and solutions your service or program offers. Talk to her about the results she'll experience after being in your program. I always remember from my sales background that people can relate to how the program will benefit them - the "What's In It for Me" information. Tell her and be generous!
  • Remind her of your expertise by sharing your personal journey. Be sure to speak to her in a language she understands. That means you have to let go of coaching jargon. I tell my coaches to use the $5 words rather than the $25 ones.

This is a simple little technique that once you master it - you'll be on your way to writing really compelling and emotional copy that attracts and engages your ideal clients every single time.

That's what WendyY would do!

What's your greatest copywriting challenge?

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December 29, 2010

In Copywriting, What You Say Is Just as Important as How You Say It

The best illustration of how important copy really is was shared by my good friend, mentor and colleague Lorrie Morgan-Ferrero. She explains that copy is the DNA of all marketing materials. I have to agree.

Imagine stripping all of your marketing materials of words. How well would your website, brochure, print ads, sales letters, press releases or broadcast scripts work without words?

Although it’s been said a picture is worth a thousand words, a picture alone isn’t going to sell your products or services as effectively as when pictures are accompanied by clever copy.

Let’s take the importance of copy a step further and discuss word choice.

Word choice is a vital component of the copy for your marketing, advertising and promotional materials. In fact, your copy can make or break your sales efforts. I always say “copy counts and actually your sales count on your copy.”

It’s best to use words people will readily understand in your copy. After all, your copy should connect with your customers by speaking their language to move them towards the sale.

Not only is it important to use words people understand. It’s equally important to choose your words wisely.

Words have different meanings to different people. That’s exactly why it’s vital to consider your choice of words carefully.

Here’s an example:

Would you rather do business with the oldest garage door company in town or the most experienced garage door company in town?

“Old” can seem less desirable, even behind the times.

“Experienced” positions a business as an authority.

Would you rather work with a Realtor who wants to sell you a “house” or help you find your dream “home”?

“House” is a word that can seem generic.

The word “home” is warmer and connotes a much friendlier feel. Notice how using the term “dream home” increases the warm and fuzzy feeling even more.

As you can see, words definitely have different meanings to different people. Plus, the way you arrange words can impact your results, too.

Here’s another example. Consider using the word “bonus” instead of “step” when it comes to referring to blended families. Bonus mom or bonus child each have a much more appealing ring than stepmom or stepchild (remember Snow White?).

Take Action Challenge: Consider your industry, products and services and most importantly the people who are interested in what you have to offer. What words do you use to describe your offerings? Could you use an alternate word or synonym to make your marketing materials more effective and really connect with your clients?

Copywriting Expert

Copywriting Expert

Lisa Manyon is the President of Write On ~ Creative Writing Services, LLC. and a Professional Copywriter and Marketing Strategist specializing in POWERFULLY communicating your marketing message to increase results. She’s a published author and is a featured in the International Association of Web Entrepreneurs Official AWE Guide to Emerging Trends Every Online Entrepreneur Must Know and has written promotional, advertising and marketing copy for internet gurus and a wide variety of brick and mortar businesses. She's completed Glazer Kennedy’s Creating Copy that Sells certification and is a Copy Coach for Lorrie Morgan Ferrero’s She Factor Copywriting Bootcamp. Manyon offers a free Copywriting Action Plan with 7 Power-packed Insider Tricks of the Copywriting Trade to Dramatically Increase Sales of your Products & Services on her website

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December 12, 2010

Crucial Questions to Ask BEFORE You Write a Single Word of Copy

There are nine key questions I ask before considering any copywriting project. And this is just the beginning of the process. Once a client has invested in my services we go through a deep process of evaluating copy needs with a customized questionnaire. Some clients are even resistant to the process because it really makes you think about your business and direction. The bottom line is great copy takes time to create. It’s a creative process and if you want your end results to really shine you must commit to due diligence even if you’re outsourcing.

However, these POWER points set the tone and direction to get started. Consider your next copywriting project. Now consider the following questions and jot your answers down.

  1. Who am I talking to?
  2. What is the main point?
  3. What motivates my audience about this business, product or service?
  4. What makes my business, product, or service unique?
  5. What does my company, product or service do better than the competition?
  6. What’s my niche?
  7. What do I hope to accomplish with this promotional marketing piece?
  8. What do I want the finished product to look like (postcard, brochure, catalog, direct mail, letter, print ad, etc.)? How will I use it? Who will receive (see) it and how or where?
  9. Do I have a positioning statement, slogan or tagline for my company’s promotional materials? If not, should I consider creating one?

These POWER Points should get your creative juices flowing. Answering the questions will help you analyze key points and angles to include in your next copywriting project. Again, this is just the tip of the iceberg when it comes to going deep to really connect with your customers. When you’re ready to tackle your next copywriting project consider these POWER Points to help you get focused. Writing is a process and believe it or not there is a method to the madness. Whether you plan to write your own copy or outsource these POWER Points will kick-start the process so you’re really connecting with your core audience.

Take Action Challenge: Consider your current, upcoming or recent copywriting projects. How will you use the answers to your POWER Points to better connect with your customers and prospects? Make a list of your ideas and get started today or outsource the project to your favorite professional, copywriter.

Copywriting Expert

Copywriting Expert

Lisa Manyon is the President of Write On ~ Creative Writing Services, LLC. and a Professional Copywriter and Marketing Strategist specializing in POWERFULLY communicating your marketing message to increase results. She’s a published author and is a featured in the International Association of Web Entrepreneurs Official AWE Guide to Emerging Trends Every Online Entrepreneur Must Know and has written promotional, advertising and marketing copy for internet gurus and a wide variety of brick and mortar businesses. She's completed Glazer Kennedy’s Creating Copy that Sells certification and is a Copy Coach for Lorrie Morgan Ferrero’s She Factor Copywriting Bootcamp. Manyon offers a free Copywriting Action Plan with 7 Power-packed Insider Tricks of the Copywriting Trade to Dramatically Increase Sales of your Products & Services on her website

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