copywriter

May 20, 2010

Beyond Business Card Basics: How To Make Your Business Card Work For You

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

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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April 6, 2010

5 Double Readership Path Techniques to Increase The Effectiveness of Your Copy

Reading Glasses

Not everyone reads long copy and that’s why there are double readership paths. I’m guessing you already know this…but just in case, copy (the written part of any marketing material) is the secret to sales success.

Have you ever noticed the formatting on long direct mail or web sales letters? Study the formatting and you’ll see long copy is formatted so “scanners” can skim the page to get the message while analytical readers can dive in and absorb ALL the details.

Double readership paths are essential to appealing to both analytical thinkers/readers and scanners at the same time. This means you can capture the attention of both kinds of readers by using simple formatting tools like bolding, italicizing, highlight, underlining, using all capital letters and incorporating bullet points.

An effective and likely the most common double readership path formatting technique is bolding vital text. Using bold font on key information makes it easier for scanners to glance down the page, get the essence of your offer and move on to make a QUICK but informed purchasing decision.

You’ll often see italicized words to emphasize key points as well. Using italics is another way to grab the attention of readers.

Highlighting or changing font color is a popular technique to capture attention and really make offers or other vital information stand out.

Underlining can emphasize your point as well. But be sure to use underlining techniques sparingly in your online copy. Underlined text can signify a hyperlink in online copy and can confuse your readers.

USING CAPITAL LETTERS IS ANOTHER WAY TO GET ATTENTION. Remember that this can also be misconstrued as “yelling.” So, watch your context when incorporating CAPS.

To recap the double readership path: Generally speaking, there are two kinds of readers; analytical and scanners.

Double readership paths can help you capture the attention of both reading styles by adding:

  • Bolded text to grab attention and showcase key points in your copy that will capture the attention of scanners
  • Italics emphasize key points and grab attention
  • Highlighting or changing font color is another way to illuminate offers and vital information
  • Underlining is another technique but should be used sparingly in online copy. Underlining can be confused with online hyperlinks
  • ALL CAPITAL LETTERS ARE USED TO GRAB ATTENTION. Be sensitive in their use as they can also suggest yelling

Finally using bulleted lists can make your main points and benefits really stand out. Remember to use an odd number of bullets because studies show readers are more responsive to odd numbered bullet points than even numbered bullet points.

Take a moment to review your marketing materials today.

Are you utilizing double readership paths?

Should you be?

Can you juice up your current marketing materials with simple formatting techniques?

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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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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