Copywriting

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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December 31, 2009

Shining Expertise l The Best of Group Coaching Mastery for 2009

2009 is coming to a close and we're embarking on a brand new year in 2010!  It's the perfect time to reflect on the experiences, people, relationships and interactions of the year.  I don't know about you but I've learned so many valuable lessons this year.  With each lesson, I know I move with great intention toward new and more exciting ventures via connections, conversations and relationships with lots of very kewl people.

I wanted to take this opportunity to share intentions for 2010 and review the amazing resourcefulness and sheer know-how of the powerful experts of Group Coaching Mastery.  Each of these experts possesses a truly special gift that shines through in their sharing and caring.  They totally rock!

Copywriting Expert

Lisa Manyon, Copywriting Expert

Lisa Manyon is a such a savvy businesswoman!  We haven't actually met in person but I feel her presence in the way she shows up and shows out as the consummate professional she truly is.  Lisa knows copywriting and lots more.  My favorite blog post by Lisa shares powerful yet quick ways to write great headlines.  I'm looking forward to more exciting posts and savvy action from Lisa in the new year. Lisa is really a copywriting super star!

Regina Baker, Ecommerce Expert

Regina Baker, Ecommerce Expert

Regina Baker knows her stuff!  I learn something new about shopping carts, ecommerce and even affiliate marketing with every post.  Regina's post on shopping cart blunders was eye-opening.  Who knew there was something called a "smooth cart path" to consider to guide folks easily through the buying process?  I'm ready to learn so many more ins and outs in the new year with Regina–let's go!!

loubortone-9

Lou Bortone, Online Video Expert

Lou Bortone is an online video visionary!  Why? Because he gets the magic of video and it's power to transform the planet.  In today's world, where most people are still trying to get the blogging thing down, Lou has a mastered online video and readily shares his expertise, paving the way for innovation for the rest of us.  How kewl is that?! Lou is the Go-To Guy to go viral with your online video in the new year.

Carol Deckert, Netweaving Expert

Carol Deckert, Netweaving Expert

Carol Deckert is an energetic connector.  She knows how to build relationships and shares those relationships to pay-it-forward for all involved.  Her netweaving post gave me real insight in to the art of networking.  Carol is delightful and I know she has lots more to wisdom to give in the new year.  Who do YOU know who…?


Lisa Angelettie, Article Marketing Expert

Lisa Angelettie, Article Marketing Expert

Lisa Angelettie is the article marketing expert for coaches!  She's always looking for ways to help us get more coaching clients and ultimately, grow our coaching business.  Lisa gets to the heart of the matter with proven strategies and I just love that!   I know Lisa has more resources and strategies to help ME succeed in the new year.  KEWLIO for you, t!

Kristen Beires, Marketing Implementation Expert

Kristen Beireis, Marketing Implementation Expert

Kristen Beireis is an awesome implementation professional!  She keeps me on my toes and supports me with lots of kewl, new learning.  Her post on implementing new marketing systems is evergreen and very appropriate for this time of year.  I'm so excited about learning more from Kristen about marketing implementation in the new year.  You are my shero, Kristen — the coaches marketing source indeed!

Shannon Cherry, Publicity Expert

Shannon Cherry, Publicity Expert

Shannon Cherry is THE power publicist!  Not only does she know publicity and media.  She also knows how to leverage tools and technology to get visibility for your group coaching programs.  Shannon is aptly known as the power publicist helping folks to be heard in a crowded marketplace.  Oh, what kewlness the new year holds for you to be heard!

MaryPat Kavanagh, Social Media Relationships Expert

MaryPat Kavanagh, Social Media Relationships Expert

MaryPat Kavanagh is a social media connector who loves joint ventures.  She knows how to leverage social media tools to create profitable relationships for the communities she serves.  I know MaryPat will offer more insight to help you build relationships and create joint ventures in the new year.  WOOHOO!

Wendy Y. Bailey - Master Certified Group Coach

Wendy Y. Bailey - Master Certified Group Coach

By the way, the timing of this post is quite deliberate. At 5:14 pm Eastern on the day this post is published we'll experience a full moon/blue moon eclipse.  I won't go into the science of it but the message is very clear:  Our lives are a gift that we need to take seriously. Celebrations and parties are a wonderful thing, but this Full Moon/Blue Moon Eclipse wants us to take a look at our life and create something wondrous.

Create something amazing and wondrous in your group coaching business in 2010!  I look forward to serving you with Group Coaching Mastery!

Big HUGS and MWAH!

WendyY

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December 11, 2009

Do Your Marketing Materials Include an "Ask?"

Since copy (the written part of any advertising, marketing and promotional material) is truly the secret to sales success and REALLY connecting with your clients - it's important to ensure you're including ALL of the key elements.

Once you craft your engaging headline, create an enticing subhead, clearly show your customers or prospect the "What's In It For Me" factor, you get to the heart of your business by telling your story and you make an offer there's only one thing left to do. "ASK".

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. Just because you've presented an offer doesn't mean people will be compelled to take the next step. It's important to ask them to take a specific action. If you don't have a clear path to the next step you run the risk of losing any engagement you've established thus far.

What do you want your customers 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 it they will come" approach.

Give your prospects and customers 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 prospects to do?
Advertisements designed to build top of the mind awareness without any clear call to action are called institutional ads. 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, engage and motivate building relationships (generally in the form of sales). Plus there tends to be a much larger return on investment when you incorporate direct marketing and actually "ASK" prospects to act.

Isn't that what marketing is really all about?

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. When 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.

Ask your audience to take action. What are you asking your customers to do? Are they taking action? Are sales increasing?

Copywriting, Group Mastery Expert

Copywriting, Group Mastery 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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