copy writer

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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July 23, 2010

Increase Your Sales By Putting Your Customers First in All of Your Copy

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

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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June 21, 2010

Do Your Coaching Clients Know What Action To Take Next?

actionWhat 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

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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