October 5, 2009
Do you truly understand what your customers want from you? Are you delivering?
Understanding that copy is the secret to sales success is a great starting point. Knowing how to engage your readers with attention grabbing headlines is important and at the same time, it's not enough to really create a relationship, build trust and eventually win a customer or client. You must clearly outline your features and benefits by showing your prospects the "What's in it for me." factor. This will establish interest, trust and value.
So, let's start thinking from your customer's perspective because the bottom line is they matter far more than you do. I know sometimes that's a hard pill for business owners to swallow. Get over it and start connecting today by really examining your marketing message.
Once you know what you want your promotional copy to do, who you want to talk to and how you need to say what you want to say to get results, it's time to explore features and benefits.
Simply put, tell your readers/customers what's in it for them.
Features by definition are a distinctive element, a special attraction or a prominent characteristic.
In copywriting, features are what you have to offer. What makes your product or service different?
Benefits by definition are a service or right or something that promotes wellbeing.
For copywriting purposes benefits are what your customer gets from the product or service. How does your product or service positively impact your consumer?
Your goal, and the goal of your copy, is to build relationships that move your customers towards the sale by speaking to them in a way they'll relate and respond to. Again, it's all about them. Paint a picture using the "what's in it for me factor".
Think about your customers likes and dislikes, figure out what makes them tick and incorporate that information to build relationships and move them towards the sale.
Connect with your customers on their terms with language they'll relate to. 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.
Take a moment to review your marketing materials today. Are you really conveying the "what's in it for me factor" to your intended market? Are you building relationships that entice people to choose you, your business, product or service over someone else?
September 4, 2009
It's time to get to the heart of copywriting. We've learned your copy (the written part of any marketing material) is the secret to sales success. In previous articles, I've demonstrated the importance of headlines, provided four ways to craft headlines and pointed out the need to clearly show your customer the "What's in it for me." factor. The real heart of copywriting is your story.
TELL YOUR STORY. The simple truth is facts tell and stories sell. If you're a corporate type transitioning into a more authentic, entrepreneurial lifestyle, this may seem like a stretch to you. After all, in the corporate world we're taught to keep our personal life and business life separate. I'll admit, the notion of infusing more of "me" into my business was a little uncomfortable at first but I've found uncomfortable is usually good as it moves on to great things.
That being said, copy is more interesting and human if you can relate to it.
I knew I wanted to do something that was all "mine" and decided to switch gears in 2003. I'd always dreamed of focusing more on my writing, and reading Peter Bowerman's, The Well Fed Writer, reinforced that passion.
I was working at the premier ad agency in my market and it was a pretty sweet gig but I didn't see much room for advancement and honestly I was getting really burnt out. Plus, the pressure of deadlines and the environment had me really stressed. And, I was no longer married to my job - I was in a serious relationship so 60+ hour work weeks were not as tasty as they once were. I resigned and Write On Creative was born.
Bound by a two-year non-compete in my market, I looked nationally for connections. Joining the National Association of Women Writers changed my life. It's where I met Lorrie Morgan-Ferrero and the rest, as they say, is history. Investing in Lorrie's products, live events, and one-on-one mentorship opened my eyes to Internet marketing (in the true sense - not just fluffy, vanilla brochure websites) and long copy. Meanwhile, I was working a "day job" in a utility call center - the pay was great the company took excellent care of employees but it was a means to an end. A security blanket while I built my real business. Once I realized my "security blanket" was actually holding me back, I let go completely and Write On Creative has been my sole (or maybe soul) focus… Today I work with clients across the nation to create compelling copy, marketing strategies and provide one on one accountability coaching. I'm thrilled to do what I love and assist entrepreneurs, solopreneurs and internet marketers achieve their dreams. I'm forever grateful for the moments of "uncomfortable uncertainty" that propelled me towards my life purpose. Sure there's more to the story but this has piqued your curiosity, hasn't it?
Are you living your purpose?
What kind of stories can you tell about your business?
How can you infuse your marketing with your story to truly connect with your ideal clients?
August 3, 2009
By now you should know headlines are the most important part of copy. At least when it comes to drawing your readers in and keeping them interested.
Here are four quick ways to craft compelling headlines; offer a solution, tell readers how to do it, ask a question or give a quantifiable number. All of these techniques draw your customer in, engaging them in the sales process. Since headlines are so important, it's suggested (and often practiced by copywriting experts) that you should write 50 to 100 headlines before choosing the right one but this isn't always possible (unless you have the Red Hot Copy Headline Creator -which I highly recommend) - especially when you're in a rush. Here are four ways to supercharge your headlines in a hurry. Remember these are starting points - you'll want to juice your headlines up even more to excite and entice your readers.
For example: If you don't have time to cook, let us do it for you!
How to lose 10 pounds in one week without crazy diets or excessive exercise.
Do you want to save money so you can stretch your dollar further in this economy?
3 Ways we can save you money today without sacrificing your quality of life.
A pre-head to attract a specific segment of your market:
Attention Single Moms Who Need Help Making Ends Meet ~
Headline: 3 Ways we can save you money today without sacrificing your quality of life.
A sub-head to support the content of the headline:
"Finally there's a system to uncover extra money to create a savings plan without cutting ANYTHING from your current budget."
Again, these are simply basic suggestions and serve as a guide for juicer headlines. Be sure to take your time and play around with the format that works best for your product, services or offer. Take a minute to review your headlines today.