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This Week’s Twitter Copywriting Tips

January 30, 2009 Leave a Comment

Here are the #CopyTip tweets that went out via Twitter this week…

  • Benefits are always more compelling than features. But you do need a few features so they know what they’re buying.
  • Choose what you highlight and bold carefully…emphasize everything and you emphasize nothing.
  • Speak your clients’ language to build the know, like and trust factor…and increase sales.
  • Emotion drives the sale…logic is how they justify the purchase to someone else.
  • Write as if you’re talking to just a single person, face-to-face.

Enjoy!

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4 Keys to a Sales-Boosting Call to Action

January 28, 2009 Leave a Comment

A poor call to action is like having an unpluggable leak in your boat–it will constantly drain you of potential clients and sales. But it’s an all too common problem for business owners.

With the exception of networking, EVERY marketing communication about your business should have a call to action. And preferably–just one call to action.

A good call to action:

* Motivates the prospect to take an appropriate next step
* Tells them–very clearly–what that next step is and how to take it

So let’s look at those key elements:

1. Motivates the prospect. The bulk of the motivation is done before the call to action by creating an irresistible offer, demonstrating the value of your product or service, hitting their key buying motivators, and building your credibility.

2. Appropriate next step. Appropriate depends on who the prospect is, how well they know you, how you’re contacting them, and what it is you’re selling. For example, you don’t send strangers to a webpage with two paragraphs of information and a call to buy a $2,000 program. You at least need to give them more information, and preferably, a smaller trust-building first step.

You also don’t leave a voice mail for someone you cold called, telling them to call you back. (Unless you want to annoy them.) Instead, leave a brief message about why you want to talk to them and when you’ll call them back. You’ll score big brownie points by showing this respect.

3. Clearly communicates what to do… The “what” is easy (and you should do whatever you can to make sure it IS easy) but NEVER assume it’s obvious. Tell them to hit the “Add to Cart” button. To fill in the form with their name and email address below. Call your office for an appointment. Click here to go to the Resources page.

4. AND tell them how to do it. For example, you’ll get an email confirming your subscription, please click on the link in the email to get your free report. When you call, ask for Super Deal 45. Enter this coupon code on the next page. My assistant will send you an email to schedule the appointment. But whatever the steps are in completing the process–walk ‘em through it. It may seem silly, but it’s actually reassuring to many prospects.

Other important tips…

  • Reinforce the buying decision. First person statements like:  [ ] “Yes, Beth, I’m ready to clear out the clutter and get organized for good!” are one way to do it. And keep making comments to reinforce their decision on your order form, thank you page, and sales receipt so they don’t change their mind.
  • Make it crystal clear exactly what each option includes in the immediate vicinity of the call to action, whether it’s a web page, print order form or spoken sales presentation. Even better–tell them which one is the best deal. Because the easier you make the buying process, the more buyers you will have.

If you follow these tips to strengthen your call to action, and you should quickly start seeing more response!

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Last Week’s Twitter CopyTips

January 26, 2009 Leave a Comment

For more persuasive copy, focus on the reason WHY–esp. why you & not your competitor.#CopyTip

The perfect copy length is the one that says everything you need and nothing more. And the one that tests the best. #CopyTip

Let your customers do the talking w/ testimonials & case studies. Your copy’ll be more interesting, credible & persuasive. #CopyTip

Do you need that “that”? Usually not–so delete it for tighter copy. #CopyTip

Ignore the semi-colon key. Make it two sentences or use a dash for marketing copy–it’ll be clearer and easier to read. #CopyTip

Follow me on Twitter (@TracyNeedham) if you want to receive the tips daily!

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Never Punt, And Other Marketing Lessons

January 23, 2009 Leave a Comment

Ben Thole of Reimagine shared this fun video he made about thinking differently when managing and marketing your business at the Triangle Business Leaders meeting yesterday.

What assumptions are you making that could be holding you back?

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The Worst Headline I’ve Ever Seen

January 22, 2009 Leave a Comment

I had planned to write about something totally different today until I opened my inbox this morning. And the worst headline I’ve probably ever seen stared back at me:

You are born alone….You die alone….
What you do with that SPACE in between is your choice.
What will you do with YOUR space?

Normally, I would have seen this and hit the delete key. But a friend had forwarded it to me, asking if I was going to attend. I was so distracted by the headline the first time through though, I’m going to have to read it again to figure out what the event actually is.

But first I have to share why I think this headline is just so awful.

Fear is a double-edge sword. I learned that many years ago when I started working for a socially responsible mutual fund firm. They had pictures posted of previous ads featuring environmental wastelands and such.

And though they were quite attention getting, the company had learned the overwhelming bleakness of the situation caused people to turn off and tune out. And it didn’t help that the solution offered (the funds) seemed unlikely to totally eradicate the problem.

Can you get any more bleak than telling someone they were born alone and they are going to die alone?

Technically, the first part is wrong anyway, and I imagine it may rub mothers the wrong way.

She may be technically right about the physical aspects of the second part (we won’t discuss the morbid exceptions), but feeling emotionally alone in those final moments is a HUGE fear for people. How many times in movies has the crotchety old man made a miraculous transformation to avoid dying alone?

And now you’ve just flat out stated the nightmare is going to happen.

Bleakness overload. Time to turn off and tune out.

The next two lines are meant to be empowering…but “space” implies emptiness. Again, not a welcoming picture.

And worst of all, the ad is targeted at women. Maybe men wouldn’t react quite as strongly. As Marti Barletta states in her book Marketing to Women, “Many psychologists believe feelings of isolation and loneliness are at the top of women’s aversion list; even if men don’t like loneliness, women don’t like it more.”

That doesn’t mean you can’t agitate her fears of loneliness a little in your copy. But you’d better stop short of the “red zone” if you want her to keep reading.

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Speaking Your Client’s Language for More Sales

January 21, 2009 Leave a Comment

Your WORDS are what ultimately drive a prospect to buy from you. And the wrong words can sink a sale fast. But so many businesses unconsciously use them because we’re never taught otherwise.

The good news is I’ve figured out an easy D.I.Y. way to ensure you’re using the right words in anything and everything you do to market your business or communicate with clients—web pages, emails, newsletters, brochures, videos, elevator speeches…the list goes on and on. Even if you’re not a writer…

So the marketing you do brings you more clients and more sales.

AND there’s a special bonus worth $150 for everyone who acts before January 31, 2009. So don’t wait—act now so you don’t miss out!

Find out more at www.compellingcomm.com/webcopy.html!

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Referrals for the Asking–Just Do It!

January 20, 2009 Leave a Comment

Who wouldn’t love to have a business 100% based on referrals? But it’s not going to happen by magic. You have to make referrals a consistent part of your marketing strategy.

Obviously, the best way to get referrals is to ask. But if you’re like me, the words can get stuck in the throat. So let’s first talk about making the asking easier.

Get to the point. The simple, direct way is to say something like, “I’ve enjoyed working with you and would love to help any other [insert client type] you know get more clients as well. Is there anyone you think I should talk to?”

DON’T: Ask for referrals in your first meeting. Most people will want to see how it turns out first. You could also end up coming across as too eager to “bag the next one” rather than serve the clients you do have.

DO: Ask for referrals when you’re wrapping up the project, or before then if the opportunity arises. The longer it’s been since the project finish, the further from their top-of-mind awareness you’ll be.

Start with them. If they’re a fellow business owner, you could also approach with something like, “I’d love to know more about what kind of clients you’re looking for, in case I meet someone I can refer to you.” Most likely, they’ll reply and ask you the same.

Other tips for getting referrals….

  • Givers gain, so don’t hesitate to give a referral to your client first.
  • If you use evaluation forms or send out newsletters, you could also include a box with a short paragraph to periodically remind readers that your business grows through referrals and you appreciate any they can send your way.

Should you use incentives?
Coupons or certificates for clients to pass along can work well but they feel like they’re giving their friend something of value. (You can also track where the referral came from more easily). But to be most effective, keep these things in mind:

  • Make sure the incentive is something the prospect can’t get just anywhere. A client is less likely to pass along a free first visit certificate if she knows anyone can print one from your website.
  • Include “no strings attached” on your message accompanying the incentive to increase response.

Bingo! Someone’s got a referral for you…

The way you handle referrals is important as well, if someone has a name to give you…

Ask if they’ll introduce you. Otherwise, they’re just giving you a lead and you’re essentially going to be making a cold call to that person.

Immediately thank the referrer. Seems obvious but far too few do it. Even if they give you a casual, “I told so and so to call you,” it warrants at least an email thank you. But mailed notes are nicer.

Keep the referrer posted. Always let the referrer know what happens and thank them again. It’s only natural they’re curious to know if it panned out. And even if the referral DIDN’T become a client–thank them again. Some people have a weird idea that you only need to thank a referrer when it works out.

Grey areas…
But what if someone tells you they passed your name along and that person never contacts you? It’s a little awkward to keep them posted when all you have to say is “Your referral never called.”

Personally, I prefer to include a “Thank you again for the referral–I’ll be sure to let you know if he contacts me” with some other communication I’m sending them. It softens the message, they’re not left wondering what happened, and hopefully they’re encouraged to keep referring people to you!

What do you think?

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This Week’s Twitter Copywriting Tips

January 16, 2009 1 Comment

So here are the first three daily copywriting tips from Twitter…

Change the “I” to “you” in your marketing copy to create a direct connection with the reader. #CopyTip.

Words have big emotional impact—so choose wisely. For ex, investment not cost, solution not service, home not house. #CopyTip

A confused mind always says “no.” Write like you’re talking to a 4th grader–simple, clear & assuming they know nothing. #CopyTip

Be sure to follow me at www.twitter.com/TracyNeedham to get yours every day or check back here next Friday for the week’s summary!

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Daily Copywriting Tips via Twitter

January 14, 2009 Leave a Comment

Today was the kick-off of Copytip, my daily tips for improving your marketing copy sent via Twitter!

There are two ways to get your Copytips–

1. Follow me on Twitter @TracyNeedham. Each tip will also include #Copytip to make it easier to search Twitter as well.

2. Check back here each Friday, where I will post a roundup of the 5 tips published that week.

Enjoy!

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How NOT to Enter the Conversation in Your Customer’s Mind

January 14, 2009 Leave a Comment

There’s an old copywriting saw that you should “enter the conversation going on in the customer’s mind.” It essentially means if you lead off with something they’re already thinking about, you’ll be more likely to get their attention and keep it because the message will be more interesting and relevant to them.  And this isn’t just true about copy–it can be a powerful public relations strategy as well.

But there are good ways and bad ways to actually do this.

Right now Americans are still very focused on the economy and the ongoing announcements about various industry bailouts. Several companies have sought to leverage this, with various degrees of success. Since the bad are always more fun, let’s start there.

Tasteless PR Stunt. The ever so-classy Joe Francis (Girls Gone Wild) and Larry Flynt (Hustler) issued a press release earlier this month announcing their intention to appeal to Congress for a $5 billion bailout of their industry. (Which I can’t mention because of the dreaded sp@m filters.)  They’re getting some press coverage, but it’s mostly mocking them. And I’m doubtful it will have any impact on sales.

Advertising Gone Wrong. After receiving a $4 billion bailout from the federal government, Chrysler took out full-page “thank you” ads in USA Today, the Wall Street Journal …with the ad space itself probably costing about $500 million. So they were roundly criticized for the wastefulness.
Even worse, their marketing folks must live on Pluto because the ad thanked Americans for “investing” in the company with the bailout. Many Americans were quick to respond in colorful language that they certainly would not have bailed out the company if they’d had any say in the matter and were mad as hornets that their tax dollars were going toward it.

Note to Chyrsler: It’s really NOT a good idea to remind people that they’re paying for your mistakes.

And Now the Oscar Goes to…Overstock.com, who announced a Family Bailout contest in November where the company would pay off $50,000 worth of debt for one lucky winner. Any purchases between the contest dates automatically entered you (of course, an alternative entry method that didn’t require a purchase was offered as well). On January 5, a winner was announced…as well as a new monthly Family Bailout contest providing $10,000 of debt repayment to the winner.

The contest has gotten plenty of play in the press because they’re always looking for a new angle about the bailouts.  Plus $50,000 is a significant chunk of money– it wouldn’t have worked as well with $1,000, in the national press at least.

But it also got a ton of word-of-mouth publicity on blogs and forums because it tied in directly with what people were thinking about…the bailouts, the economy, saving money. Plus, some of the press mentioned CEO Patrick Byrne’s crusade for Wall Street reform–further underscoring his thought leadership in this area and spreading his message to a wider audience.

While it’s too early to see if the company’s sales benefited as well, the contest certainly helped increase top-of-mind awareness for the company during the crucial Christmas buying season.

So what are your clients and prospects talking about? And how can you tie into that?

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