GCM Expert

January 21, 2010

The Long & Short of It ~ Long Copy Versus Short Copy

Copy (the written part of any marketing material) is the secret to sales success. So, is long copy or short copy more effective? The answer is both are effective when well written. Publishers Clearinghouse wouldn't send out long sales letters if they didn't work and coincidentally, newspapers wouldn't sell small space ads if no results were seen. Bottom line, it's the copy inside the ads that makes the difference.

As a marketer it's important to realize that there will be a difference of opinion from consumers regarding what is more effective (this mostly depends on where they are in the decision making process regarding purchase).

There's also an age old debate about long copy versus short copy. The long and the short of it is that both are effective when incorporated in your overall strategy. Some marketing strategies will call for longer copy while other will call for shorter copy. This is often determined by price point, delivery method and market. For example: You probably don't need a 19 page sales letter to sell an item that retails for less than $100.00. If you're offering a high-end coaching program a small space ad is not likely going to answer all the questions your prospects might have let alone overcome any objections to empower a well-educated buying decision.

Determining the length of your copy will really depend on your market and where you're placing your ads. Depending on your strategy you may need to masterfully blend long and short copy techniques to customize messages per medium while incorporating direct response techniques. While typically higher-end products warrant longer copy, the emerging trends of social media may force punchier, more concise pitches upfront to create interest and lead to longer, more informative messages. Think pithy Tweets and Facebook status updates or longer Facebook notes, depending on the message. Carefully gauge the approach that gets the most response and blend long and short copy techniques to continue to increase response rates.

Take a moment to review your marketing materials today. Ask yourself the following questions regarding your content (copy):

How does your marketing message measure up?

Are you skillfully matching your message to market?

What's your copywriting style?

Are you getting results?

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 at www.writeoncreative.com

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January 20, 2010

You Don’t Have to be a Hollywood Director to Make a Great Video

director-boardVideo on the web is growing at an astonishing pace and becoming more popular than ever.   YouTube is now the fourth most visited site with one BILLION views per day and 41 million views per hour!  One recent statistic even revealed that it would take you 9,000 years to watch every single video that's available on YouTube today!  (Who has that kind of time!?!)

So how do you make YOUR video stand out among the billions of videos on YouTube?  Simple.  Just add some Hollywood sizzle!

As video use has grown, video editing has also become easier and more accessible.  The fact is, even with the most basic editing - such as adding a title or music to your video - you can look better than 95% of the content out there.

Video editing - also called post-production - is anything you do to enhance or improve your raw video footage.  Editing includes things like graphics, titles, transitions, music and effects.   Fortunately, you don't need to be a Hollywood producer to edit your video.  Simple and affordable editing programs are available to make the job easier than ever.

Here are a few of the more popular editing programs available:

For the PC:

Windows Movie Maker (Free with  Windows)

Free is good and simple is better.  Windows Movie Maker makes it relatively easy and intuitive to add background music, graphics and a handful of special effects.  If you're new to video, it's a great place to start.

Sony Vegas Movie Studio Platinum 9 ($100)

Sony's Vegas software is another popular choice.  Their "Platinum" version has a low, entry-level price tag, but you'll have to pony up if you decide to make the jump to Sony Vegas Pro 9. ($600)

Adobe Premiere Elements 7 ($100)

If you're ready for a step up from Windows Movie Maker, Adobe's Premiere Elements is a good choice.  The software has reasonable price tag and is not overly confusing to anyone with some basic computer experience.

For the Mac:

iMovie '09 (Free with new Macs)

The latest version of Apple's iMovie is user-friendly and simpler than ever.   As a professional editor who uses Final Cut Pro, I used to thumb my nose at iMovie.  However, I find myself using iMovie for smaller editing jobs more and more.  It's drag and drop simplicity also makes iMovie a great choice for video newbies.

Final Cut Pro ($1,299)

Final Cut Pro is the top of the line editing system, but it requires a bigger investment and a much steeper learning curve.  When people ask me how I add all kinds of bells and whistles to my videos, the answer is Final Cut.

Final Cut Express ($199)

Final Cut Express is Final Cut Pro's little sibling, but it still packs a punch for the very reasonable price tag.  If you're willing to take on the learning curve, it's a great alternative.

If you'd rather not bother with editing at all, you can send your raw footage to a pro (like me!) and get your video professionally edited with all the bells and whistles that will make it stand out online.   You might even want to check out our turn-key video sizzle packages at www.Good2GoVideo.com!

Whatever direction you take, you'll find that video editing has become something even the video novice can tackle with confidence.

loubortone-91Lou Bortone is a long-time marketing and branding consultant who helps entrepreneurs build breakthrough brands on the Internet, with services such as online video production, video branding, coaching and creative support.  Lou is a former television executive who worked for E! Entertainment Television and later served as the Senior Vice President of Marketing & Advertising for Fox Family Worldwide, a division of Fox in Los Angeles.  Lou is an author and ghostwriter of six business books, a Certified Guerrilla Marketing Coach and a Book Yourself Solid Certified Coach. Visit Lou's website at http://www.OnlineVideoBranding.com and you can see many of Lou's videos at http://www.LouBortone.tv.

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January 7, 2010

Follow-Up: What's Your Plan of Action

I recently came across these statistics about how frequently sales professionals follow up with their prospects. When I read this, I was shocked:

•    48% of sales people never follow-up with their prospects.
•    25% of sales people make a second contact with their prospect and then they stop.
•    12% of sales people make three contacts with their prospect and then they stop.
•    Only 10% of sales people make more than three contacts with their prospects.
•    2% of sales are made on the first contact with a prospect.
•    3% of sales are made on the second contact with a prospect.
•    5% of sales are made on the third contact with a prospect.
•    10% of sales are made on the fourth contact with a prospect.
•    80% of sales are made between the fifth and twelfth contact with a prospect.

If you are a part of that 90%+ who are not adequately staying in touch with prospects you probably have a myriad of reasons why you are unable to do so. And those reasons are probably not because you don’t know that you should. You’re probably not following up with prospects because:

1.    You don’t have the time.
2.    You don’t have a system.

I was totally shocked at the first one - 48% NEVER follow-up with prospects?  Whatever were they thinking?  Perhaps that people were sitting around waiting to be contacted and then jumping at whatever was offered to them? Without knowing the person, without developing a relationship?  Oh my, that's so hard to believe!

rolodexSounds to me like 2010 should be the time for a change if you don't have a system in place! If you need help in developing a system, contact me.  As a Netweaving/Networking Coach this is one of the first areas we explore as we are developing our plan of action.  If you have questions, don't be afraid to ask!

Your comments and thoughts on this subject are welcome.  Please post your comment(s) below!

To Your Networking Success!


Carol Deckert, Netweaving Coach

Carol Deckert, Netweaving Coach

Carol Deckert is a Networking Coach and the Netweaving Expert for Group Coaching Mastery. She's the founder of Referrals Unlimited Network, has more than 8,300 first-level connections in LinkedIn and approximately 1,000 “friends” on FaceBook and more than 4,000 followers on Twitter! Carol knows you do need the numbers before you can accumulate quality connections, because not every connection will be a good one for you. Through her netweaving work, she helps others learn to do what she did, save them lots of time and heartache, by teaching them how to network efficiently and effectively. Contact Carol on Skype: Deckert1116

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