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Better Bullets Make Better Copy

October 29, 2008 Leave a Comment

Bullets are the underrated powerhouses of marketing copy. Everyone agonizes over the headline, but recent Marketing Sherpa research showed that bullets are even more of an eye-magnet–especially in online and email copy where people tend to scan instead of read.

But no matter what you’re writing, bullets are a great way to draw attention to your most important points. (By the way, when I say “bullet” I also mean numbers, letters, checkmarks or any other symbol you use in lieu of an actual bullet.)

Bullets Basics

First, let’s discuss a few Do’s and Don’ts when it comes to using bullets effectively:

DO put your strongest bullet first, followed by the second strongest second, and then put the third strongest bullet last. That’s the order people tend to read them.

DO use a parallel structure within a set of bullets. That means start all of them with the same figure of speech (e.g. all nouns, all verbs), and keep them about the same length.

DON’T use punctuation at the end of a bullet unless it’s a period at the end of a complete sentence. (And definitely NO semi-colons!)

DON’T start your bullet with meaningless words like “the” or “a.” Use keywords or action verbs. (Instead of verbs conjugated from to be or to have.) Would you rather “get more energy” or “boost your energy”?

Add More Punch to Your Bullets

Now that you know the basics, here are four ways to make your bullets more powerful:

  • Tease them with blind bullets. Blind bullets are those where you paint a clear picture of the benefits without giving away the secret of how they get those benefits.
    • This simple 10-minute trick will quadruple your website visitors by tomorrow night.
  • Prove your expertise with giveaway bullets. Adding one or two giveaway bullets shows what you know, increases the value of what’s being kept secret, and keeps people reading to see what other tips you’ll reveal.
    • Forget the paper towel fuzzies and clean your windows with newspaper for a streak-free shine.
  • Be specific with benefits. Sometimes there are no secrets to tease or giveaway. Instead, you need to paint a vivid picture of the benefits.
    • You’ll discover how to crawl inside your prospect’s head and suss out the ultimate desire that will send them scurrying for the Buy Now button.
  • Challenge the norm. Surprise them with the opposite of what they’d expect.
    • Want to get rid of your “spare tire” and “love handles”? DON’T DO SIT-UPS! We’ve got an easier, faster way strengthen your abs and tone your tummy.

Now, make sure you pump up your next article or sales letter with bullets that make more of an impact!

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Props to HTC for Making Cell Service Sales More Customer-Friendly

October 26, 2008 Leave a Comment

My father visited HTC, the telephone utility in Myrtle Beach, to find out more about their bundle with AT&T cell phones. He mentioned they had trouble getting both Verizon and Sprint service to work inside their house–something I certainly remember from my brief time with Sprint back in Virginia.

But HTC has found an smart way to reassure the customer they won’t have the problem–they gave him a “floor model” cell phone to take back to the house and test. All he had to do was give a credit card number in case he never came back.

Sure, other carriers will let you return a phone within 30 days, but you have to go through the whole hassle of buying the phone, setting up the service, and then taking it back and doing it all over again if it doesn’t work. And who wants to do all that?

So if you’re new to the area or having similar cell phone troubles, it’s silly NOT to try the HTC/AT&T service first. And in a market as commoditized as cell phone service–being first on the list can be a huge sales advantage. 

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Celebrating 5 Years in Business

October 23, 2008 Leave a Comment

It’s been up, it’s been down but I’m still around…and today marks 5 years of being in business!

But I couldn’t have done it without all the clients, friends, Friends, Tweeters and family who have helped make it happen. So to celebrate, I’m having an 5-Year Anniversary Special today!

Order the 5 Steps to Creating Copy that Persuades Prospects to Know, Like & Trust You, So You Land More Clients and More Sales ebook for only $19.97–a 33% discount. You’ll also get a…

  • FREE revised and expanded copy of 5 Steps to Creating Copy….when
    I relaunch it in the next couple weeks (value $47)
  • FREE copy of the Conscious Entrepreneurs book (valued at $19.95)
    mailed to you if you’re one of the first 5 to order!

But don’t delay–this offer expires today!

To claim your Anniversary Bundle, just go to www.compellingcomm.com/webcopy.html to order the 5 Steps to Creating Copy ebook. Once you’re in the shopping cart, enter coupon code ANNIV5 to get the special price of $19.97.

You’ll automatically get a link to the current version PLUS reserve your copy of the revised and expanded version–which I’ll automatically send you as soon as it’s ready. AND if you’re one of the first five to order, I’ll put a copy of Conscious Entrepreneurs in the mail to you!

So visit www.compellingcomm.com/webcopy.html to get yours before the special expires!

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4 Ways to Make Writing Easier

October 21, 2008 1 Comment

I hear it all the time—business owners complaining that they don’t have the time to write, hate to write, or are just overwhelmed at the thought of sitting down to figure out what they want to say. But it doesn’t have to be that hard or time-consuming.

To me, a big part of the problem seems to be the way we were taught to write. “Make an outline first,” English teachers always said. But few of us are such organized, linear thinkers. And fussing with outline formatting is a pain.

The key is to making writing easier is to find a more flexible way of organizing your thoughts. A way to jot down ideas in whatever order they come to you, in whatever amount of time you have on hand. Then sort and rearrange them until the order makes sense.

Here are four more ways to make writing faster and easier:

Index cards. My personal favorite–jot down one idea per card and soon you’ve got a stack you can sort into piles to see exactly what you’ve got and what you may still need. Now, just talk yourself into typing up what’s on the index cards. In just a few minutes, you’ll find the words to round out your thoughts come a lot easier and you’re on your way to finishing a first draft.

Paper strips. If you’re collecting ideas from other sources, another option is to paste them all into one document. If you can organize by topic as you go, terrific. Or, once you’re done collecting, print the document and cut each item/idea into one strip of paper. Like the index cards, you then sort the strips into topic piles. Now it’s easier to cut-and-paste the items in order and voila–you have a first draft to edit.

Mindmap. Mindmaps can be another way to jot down and arrange ideas. It works best if you know your topic areas ahead of time, so you know where on the map each item should go. And since space is limited, this is better suited to something you can write from memory instead of relying on a lot of research references. Once your map is done, just start typing your notes into a document.

Recording. If you really hate typing—or want to ensure your writing sounds more conversational than formal—another alternative is to speak your ideas into a digital recorder, no-cost teleseminar line that records, or voice recognition software. The first two you obviously have to transcribe or have transcribed before you cut the elements into paper strips for sorting. The voice recognition software is “transcribed” as you go, giving you a first draft to start from.

These four ways not only make it easier to organize your thoughts—they also eliminate the dreaded blank-page-staring-back-at-you syndrome that usually causes writer’s block. So next time you’re dragging your feet on a writing project, give one a try.

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Thriving Despite the Economy

October 15, 2008 2 Comments

September was definitely a crazy month with legendary financial institutions gone in a poof and the media acting like Chicken Little.

Yes, times are a little tough but you CANNOT stop marketing and try to “wait it out”–or you may not be around when the good times roll again because people can’t buy what they don’t know about. Instead, you need to home in on all the opportunities for small businesses during this market.

Large and medium companies that layoff employees still need to get the work done–and usually end up outsourcing more. Competitors who take the ostrich approach are just making it easier for your marketing to stand out with your prospects. Seminars, conferences, and even ad space is not filling as fast as it used to–which means discounted opportunities abound.

Savvy business owners don’t cut their marketing in tough times they simply get smarter about it. They get tough on eliminating the “branding” type of marketing so they can focus on marketing designed to prompt a response. And that means taking a hard look at the who, the what and the how so they can maximize their budget and get the best response.

WHO: If you haven’t done so before, now is the perfect time to think about refining your target audience. Set aside some time to think about…

  • What kind of customers will need your service regardless ofthe economy? People who have to relocate still need a realtor. Magazines still need printers.
  • Who will need your service even more now because of the economy? Dog owners who weren’t laid off at a company will certainly be working longer hours–and may now need for a dog walker. Owners whose cars are 3-5 years old are going to be much more likely to put money into fixing their car right now that buying a new one.
  • What types of customers won’t be impacted by the economy? The affluent, is a really big one. Most are not feeling the pain unless they’re looking at their stock statement. Is there an opportunity to upscale your product or service?

WHAT: Revisit what you’re offering to the prospect to make it even more appealing and easier to buy.

  • Make them an irresistible offer. Enhance value by temporarily cutting the price, adding items to increase the perceived value while keeping the price the same, or bundling several products and services together for a slightly reduced price.
  • Promote only one offer per marketing piece.Trying to do too much at one time makes it harder for prospects to buy–they’ll usually set it aside “later” to make a decision as to which product or service is the best fit for them. Focusing on just one will greatly increase response.
  • Make it risk-free.Customers are always worried about what will happen if they don’t like it. Offer a guarantee and you eliminate that risk for them. And research shows FAR more people will respond to your offer than the few who may indeed ask for a refund.

HOW: Stick with clean, simple design and good copy. And remember, you aren’t going to sell a $350 coaching program with one paragraph of copy. The amount of copy should be proportionate to the price you’re asking them to pay–and cover all the points below.

  • Capture their attention with a strong, benefit-driven headline
  • Identify the prospect’s problem or need and reveal the solution and its benefits–using conversational writing that speaks their language, as well as emotion and logic-based arguments
  • Create the desire by presenting your offer–while demonstrating its value, overcoming objections, and establishing your credibility
  • Tell them what action to take and exactly how to do so, with several ways to contact you

    In short, if you need a steady stream of new customers, then you need to keep marketing regardless of what the economy or stock market is doing. Just think of it as the perfect opportunity to take a hard look at what you’ve been doing and how you can make it even more cost-effective and successful.

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    More on the Value of Social Media for Entrepreneurs

    October 7, 2008 2 Comments

    Chris Brogan has an awesome post today on using social media to help you through the economic downturn. I thought it was particularly apropos after the conversation last week on whether social media is a fad.

    I added a few comments to his post for people in regular jobs. A few things I’d add for entrepreneurs and small business owners are:

    • Use Twitter search to keep an eye on who’s talking about your types of products and services–you may find prospects or potential JV partners.
    • Leverage your social networks by asking questions about what people are looking for right now. You may find ideas for changing up or adding new services.
    • Go to in-person social media events. Online relationships become stronger when you see people face-to-face.
    • Look to add previous clients to your social networks. It’ll make it easier to keep up with what they’re doing and you may see an opportunity to offer help them again.

    And feel free to Friend or follow me!

    Twitter

    Facebook

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    How to Avoid the Clients You’re Going to Regret

    October 7, 2008 Leave a Comment

    Knowing who NOT to take on as a client is a vital part of keeping you sane—and keeping your business healthy. Nightmare clients inevitably end up sucking your time and energy away from other projects, and can cost you more than you make as well. Here are some ways to recognize them before you sign on the dotted line:

    Warning Sign…He “forgets” about your appointment or reschedules it several times.

    Potential Hazard…No respect for your time or schedule—or the project may just not be that important to him. Either way, it’s going to be like pulling teeth to get needed items and approvals (or even payment) from him. And of course, you’ll be the one scrambling to make up for the lost time. 

    Warning Sign…She keeps you much longer than you planned.

    Potential Hazard…She may think the sun revolves around her or she may need a lot of handholding. It’s one thing if your intial conversation runs over time because you’re both enjoying the conversation so much. But if she just keeps oblivously chattering away or is so disorganized that she has to keep stopping to hunt for things—proceed with caution.  You may find yoursel f in this position a lot.

    Warning Sign…”I’m a good [whatever you do], I just don’t have time to do it.”

    Potential Hazard…Hello, backseat driver. Be wary of know-it-all amateurs because they may a) question every single thing you do or b) be offended if you don’t take their suggestions. Proceed with caution.

    Warning Sign…She badmouths your predecessors.

    Potential Hazard…She’s the perfect PITA (pain in the arse) client. It’s a good idea to ask if the prospect has hired others to similar work before and gauge the response. If she sounds off with a litany of complaints about “all the times” she’s been burned in the past—and it’s always the other person’s fault—run. You’re almost certain to end up on that list.

    Warning Sign…He asks you to reduce your price either “just this once” to try you out or because he promises to give you a lot of future business.

    Potential Hazard…You’re being suckered. “Just this once” is rarely ever that. As for the promise of future work, even if he’s not trying to lie to you, remember that he may not remain in control of that decision—people leave and responsibilities get shifted all the time. But it’s usually just a gimmick to get a discount. When it’s time for the next project, he’ll just move on to the next person. Save yourself the trouble.

    Warning Sign…She’s changing the game as you go along.

    Potential Hazard…You’re going to get “screwed.” It’s sad to even have to include this, but if someone wrangles hard about the cost, sends you less of a deposit than you agreed upon, “forgets” to send the contract back or pulls some similar stunt to change the terms you agreed to—cut your losses and move on. It will only get worse when you try to collect final payment.

    Warning Sign…You have a “bad feeling” about the prospect

    Potential Hazard…Your intuition is right! I’m dealing with my first deadbeat and kicking myself because I had a bad feeling at the beginning and I ignored it. I researched him online and didn’t find anything bad so I took the deposit and went to work.  And I haven’t seen a dime since.

    Are there any warning signs I missed? Feel free to post them on the blog.

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    Actions Speak Louder Than Marketing Words at Verizon

    October 3, 2008 Leave a Comment

    Verizon Wireless is a perfect example of companies that don’t get that being a responsible company means being one ALL the time. Yes, they a nice little Corporate Responsibility section on their website where they tout their admirable Hopeline program, which provides phones and service to victims of domestic abuse.

    But when it comes to find missing people, the company with the “most reliable network” is notoriously unreliable about helping law enforcement. Michelle Lamar over at White Trash Mom details three instances where the police have contacted Verizon for help and were stonewalled. And in one case, actually defended their actions to the grieving parents–with a barrage of lawyers in tow.

    All the charitable deeds in the world can’t undo the moral failure of the company in these situations.

    If you ask any woman why she has a cell phone, one of her top reasons is going to be “in case of emergency.” Why do they give phones to their children? Again, you’re going to hear “in case of emergency.” There’s a sense of security brokered into every contract.

    That’s why wireless companies need to make sure they do everything possible to help when those emergencies arise–especially when the phone carrier can’t help themselves by making a call or giving a location.

    Just as they have a plan for natural disasters, Verizon (and probably other wireless providers) needs to get its act together and create a plan to cut through the BS and quickly respond to law enforcement requests during individual emergencies–and then make sure all employees know what it is–so situations like these don’t happen again.

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    New Book Spotlights a More Conscious Way of Doing Business

    October 1, 2008 Leave a Comment

    (Raleigh, NC–October 1, 2008) While the U.S. government works to bail out and investigate financial giants driven to earn profits at any price, a movement to create a new, more holistic model of business success is gaining steam. One that pursues money and morals—and does well by doing good.

    Tracy Needham, founder of Raleigh-based copywriting and marketing strategy firm Compelling Communications, LLC, is one of the 47 contributing authors to the recently released Conscious Entrepreneurs: A Radical New Approach to Purpose, Passion and Profit (Love Your Life Publishing, Dallastown, PA). In the book, these entrepreneurs share their personal stories, strategies and successes for finding a new, more conscious way of doing business. And they’re not alone. In fact, prominent trend-tracker Patricia Aburdene calls the rise of conscious capitalism a megatrend for both businesses and customers.

    Rave reviews include James Twyman, author and director of The Moses Code, who said “Conscious Entrepreneurs brilliantly outlines the spiritual journey of entrepreneurship. Nowhere else have I seen such a powerful book written about what should be the only way to be in business.”

    Ms. Needham’s chapter, “Good For Profit—Your Social Conscience is an Asset to Your Business” gives entrepreneurs a four-point plan for more strategically incorporating their charitable and environmental efforts into their business.

    “While big companies spend billions to create a caring image, many small businesses are already donating time and money and adopting green practices simply because it’s the right thing to do. Unfortunately, they treat these things as irrelevant to their “real” business instead of realizing what a valuable business asset they can be,” she said.

    Ms. Needham is donating 10% of book sales made at www.compellingcomm.com/ce.html to Donors Choose, which provides school supplies to classrooms across America.

    About Tracy Needham

    Tracy Needham founded Compelling Communications, LLC, to pursue her passion for helping entrepreneurs build a thriving business with results-driven copywriting as well as marketing strategies that make the most of their time and money.

    Contact Info:

    Tracy Needham
    Compelling Communications, LLC

    Phone: 919.829.1539
    Email: tracy@compellingcomm.com
    Web: www.compellingcomm.com

    ###

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