I often see vanilla attempts at copywriting and they usually have one thing in common.

The marketing, promotional or advertising piece is all about the business, product or service and the consumer is the secondary focus.

Your marketing content should be all about what your product or service will do for your consumer.

Think about your customers likes and dislikes, figure out what makes them tick and incorporate that information to move them towards the sale. Connect with your customers on their terms with language they’ll relate to.

Undoubtedly you offer a product or service to your customers or potential customers. Have you seriously taken time to consider how you or your business benefits your clients?

If you haven’t done this lately, take a moment to consider your customers. They truly are the lifeblood of your business and you should be paying close attention to their wants and needs, first.

Of course, your background and expertise is important but it’s not the most important thing to consumers. People want to know “what’s in it for me (WIIFM)”. While they may be interested in your credentials, this isn’t solely how people make decisions on who to work with.

Example: A promotional brochure for a Realtor focuses only on his experience and awards. The Realtor fails to make an emotional connection with prospects because he doesn’t include how his service will deliver what his prospects are looking for.

Mr. and Mrs. Smith are looking for their first “home”. Joe Realtor is great at selling houses but doesn’t take time to truly connect with the Smith’s starting with his marketing materials. His brochure reflects his awards and sales track record. It doesn’t connect with the Smith’s because he doesn’t clearly demonstrate his ability to find them the “home” of their dreams. The Smith’s don’t really care that Joe Realtor can move property. They don’t want to buy just any house. They want a home, preferably with room to grow and raise a family. They want a Realtor who listens, will pay special attention to their needs and tells them so, upfront. Joe Realtor overlooks this vital key to connecting. It’s the reason the Smith’s don’t call Joe Realtor.

Would you rather work with someone who touts their expertise or someone who first shows you how their expertise will work for you and then has experience to back it up?

Take Action Challenge: Review one piece of your marketing or promotional materials today. Consider your business card, brochure, website, broadcast copy, billboards and even storefront signage if this applies. What message are you sending to your potential clients? Brainstorm ways you can connect to begin building relationships and move your prospects towards a sale. Now update your copy to reflect what you have to really offer your prospects (remember the WIIFM factor).

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

What do you want your coaching clients to do? Don’t assume they’ll come to your website or storefront just because you’ve told them you’re there. Results driven advertising, marketing and promotions take more planning and effort than an “If I build they it they will come” approach.

One of the best pieces of advice I can offer when creating copy is to always include an offer, otherwise known as a call to action.

Give your potential customers and coaching clients a reason to support your business. Invite them in to your storefront, request they visit your website and be sure to ask them to take action by giving them a compelling reason to do so.

What are you “asking” your clients and prospect to do?

How often do you see a billboard, print ad or webpage that makes you scratch your head and wonder “what was that all about?” Think about radio and television ads for a moment. Do you ever wonder why advertisers invest in the so called clever and catchy campaigns with no clear message?

Take a moment to consider the types of marketing or advertisements you personally respond to. If you see an ad on television that is unclear do you immediately gravitate toward the brand being featured? Probably not. On the other hand if you see an ad with a specific offer, perhaps a solution to a problem you’ve been experiencing or an item that fills a need you have right now you’re more likely to take action.

Advertisements designed to build top of the mind awareness without any clear call to action are called institutional ads. I’m not saying they don’t have their place. If you have an unlimited budget this can be effective. I’m simply making a case for the use of direct response tactics in all of your marketing efforts. Direct response ads get better results. They promote action. Isn’t that what marketing is really all about?

Here’s an example: If you’re reading this article it’s my sincere intent that you’re getting some value from it. This article is designed to help you think more objectively about your business. It’s also designed to showcase my expertise and let you know you can tap into additional savvy marketing insight and copywriting tips when you visit my website. You’ll notice a signature box below. This includes my contact information and a call to action to accept a free gift from me. Feel free to a visit my website and take advantage of the offer.

Take Action Challenge: Review your marketing materials to re-evaluate what you’re asking your coaching clients to do. Are you offering them a compelling reason to act?

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

Small spaces can pack a real punch. One of the smallest areas you have to work with is your business card. This is where short copy really needs to shine.

So, let’s take a look at how to make the most of this little chunk of your marketing real estate.

Wise use of both sides of the business card makes sense. Many people are still stuck and use the standard one side of the card method. This works if you only want to provide your contact information or you don’t have anything else to offer your prospects.

However, using the real estate on both sides of your card to pique curiosity and invoke action is important. It’s especially important if you are an Internet marketer and you want your business card to really work for you.

It’s one thing to include your website address and it’s an entirely different (and more effective) thing to invite visitors to your site and offer them something in return (think free reports, audios and bonuses that help you connect with your ideal clients).

It’s also important to include contact information. All of your contact information, including your business mailing address (even if you are an internet marketer and do the majority of your transactions online).

Here’s why: People may actually have the occasion to send you valuable information, thank you cards and even gifts. Believe it or not many businesses use traditional marketing methods to enhance their online efforts.

Personally, I’m a firm believer in good old fashioned thank you cards. It’s common courtesy to send them and since it’s become the exception rather than the rule, it’s even more important to me. In fact, Peter Bowerman has gone so far as to call me the “Thank You Card Queen.” I’ll take it, thank you. Perhaps that warrants another card.

I understand that some businesses think it’s not important. Maybe they aren’t interested in receiving a ton of junk mail. Who knows? What I do know is not being able to contact people by various means can actually turn potential customers and business colleagues off. At the same time, using your calling card or business card to your fullest advantage is just smart business.

Here’s a quick checklist of questions to make the most of your cards:

Is your contact information including snail mail address, website, telephone number and email included?

Have you included an offer with a call to action?

Are you using both sides of your card?

Does your business card support your professional brand?

Is the design unique and memorable?

With these simple guidelines, your card will really start working for you.

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