Want to know how to make your marketing even more effective? Interested in discovering how to get more return on investment for your advertising? Are you wondering why your promotional and marketing materials don't pack the punch you had hoped they would?
First I'm going to share the secret to sales success. Then, we'll dive into the 5 key reasons this secret (which really isn't a secret) is so important. Then maybe you can re-evaluate how you're handling things.
The secret to sales success is your copy; the written part of any sales, marketing, advertising and promotional materials. That's right; copy is the KEY component to increasing sales.
The best illustration of how important copy really is was shared by my good friend and mentor 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? Not very well.
Here's one of the biggest mistakes I see business owners making. Sometime you're tight on time, maybe your deadline is rapidly approaching, and you don't really want to write your copy. So, you either hire a mediocre copywriter at the last minute or you stuff your campaign (if we can even call it a campaign) full of fluff that merely fills space. Then you wonder why nothing happens… I'm really not trying to pick on you here. We've all done it. But, it really has to stop if you want to succeed.
Listen, you are not alone and honestly I know how busy you are. Sometimes you simply don't have the time to do everything you have to do in your business. This includes paying closer attention to your marketing materials. We all wear multiple hats and one of the most important is the marketing hat. So, why is it we allow ourselves to neglect this important role?
There are 5 key reasons your copy is the most important aspects of your sales success.
1) Although it's been said a picture is worth a thousand words, a picture alone isn't going to sell very effectively. Your products or services (or more aptly put, solutions) need to be supported with clever copy. It's, of course, a great idea to include artwork in your ads but it's vital to REALLY focus on painting the big picture with wordsmithing talents.
2) Your copy is WAY more than just words. You cannot simply throw just any words into the mix and expect to make sales. Your words (copy or content) need to be carefully selected to build consumer trust, loyalty and ultimately win sales.
3) Your copy is all about relationships. The days of the hard-sell are over. Consumers are savvier than ever. They want more and they expect more. By carefully crafting your copy to build relationships you're one step closer to closing the deal.
4) Your copy is an extension of you and your business. Think about that for a minute. What you say is just as important as how you say it. What are you saying?
5) Your copy allows you to offer a solution and really make a difference. When you approach your copy with a new attitude of service and sharing it's easier to offer the solutions your customers are looking for.
I firmly believe everyone in business should have a solid grasp of the importance of copy regardless of if you plan to write it yourself or not. This means doing a little research, choosing mentors to study, paying close attention to what works with your copy and finally choosing the right copywriter for your business needs.
Your copy counts and actually your sales count on your copy. Speak directly to your core customer in language that motivates action and increases results. What is your copy saying? Take a minute to review your marketing today.
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 completed Glazer Kennedy’s Creating Copy that Sells certification and is a Copy Coach for Lorrie Morgan Ferrero’s She Factor Copywriting Bootcamp. Lisa 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 Lisa is the Copywriting Expert for Group Mastery.
April 8, 2009
Exposure. Look at what kind of exposure you are looking for and how a particular vehicle can get you that exposure. For instance, a website or a blog is open, accessible and available to anyone, anywhere, any time, 24/7/365.
Suitability. Is this means of marketing actually suitable to your target market’s needs and habits? And for that matter, is it suitable for the image and message you are aiming for?
Variety. Variety is the spice of life, and often of marketing too. You can’t put all of your eggs in one marketing vehicle’s basket. You need to spread the wealth, so to speak, and get the message out in a number of ways. So don’t spend all your time on one web page or one blog entry, always look at the big picture and use all of the suitable outlets you can.
Flexibility. How well can you manage, change, update and work with this vehicle? Can you post content yourself or are you at the mercy or someone or something else?
Credibility. Free always sounds nice and many of us jump at something that seems like a good deal. But it may be a tacky or unprofessional or inconsequential site or service, so be careful not to waste your time and your resources.
Allison Nazarian is the Copywriting Expert for Group Mastery. She is well- and widely known as one of the most honest, experienced, innovative and freshest voices in copywriting and marketing today.
This blog post was reprinted with permission from the author.
March 22, 2009
When you are writing marketing material, the right call to action can make all the difference.
No matter what you are selling, your call to action should be as specific as possible and written for your audience. Your goal is to motivate them to buy what you're selling.
Know what you want them to do
You have to know what you want your customers to do to get the results you expect. Do you want them to download a free report? Buy something? Visit your website? Make sure that your intentions are clear.
Make your call to action visible
Don't bury your call to action somewhere in the middle of a densely written paragraph where it could be missed.
Whether you state it in the beginning, the middle or at the end of your copy, make sure that it can clearly be seen. Make sure it stands apart from other copy by using white space, attention grabbing sub headlines or a bulleted list.
- Make sure the call to action is clear
Don't leave your readers guessing about what you're asking them to do. Make your message very simple and actionable.
- Make it compelling
Show your readers how your product or service benefits them upfront. Let them know why they shouldn't refuse your offer.
- Create a sense of urgency
Give readers a time period to respond to your offer. Experts say setting a deadline increases your response.
- Repeat the call to action if you direct readers to a website
This is very important if you want your customers to buy or sign up for something. Repeating your call to action reminds them of what you want them to do.
This blog post was reprinted with permission from the author.