November 7, 2009
Let's quickly recap the elements of good copywriting. Copy (the written part of any marketing material) is the secret to sales success. There are several components to copy and they all must work together.
Here are some of the basic elements to keep in mind when you begin to write your copy:
It might seem that's all you need to connect with customers but you're missing a key sales tool. The OFFER.
Offer something of value for no charge. Once you've invited customers to your site, make it worth their time. You can take advantage of permission based email marketing by requesting email addresses in exchange for a special report or article based on your expertise. (Note: there are affordable software programs to manage the opt in process and avoid SPAM.)
For example: James Roche, also know as the Info Product Guy, has an opt in request at the top of his website homepage. A clear offer to learn more about his product or services at no cost is a sure way to begin the online business relationship.
When you visit any of my websites or blog you'll also find an offer for my free Copywriting Action Plan. It's a great way to build relationships and give people a taste of what I have to offer.
Take action: What is your offer? Is it clear to your customer? Review your website and ask yourself if you are offering valuable, complimentary information to potential customers. If you aren't making an offer, create something today. If you are, does it need to be updated?
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.LisaManyon.com
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?