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Copywriting Hit List — No Love for One

September 30, 2009 1 Comment

Freeze Morning (5)First of all, “One” is supposed to be a number…as in:

“One love, one life, when there’s one need in the night…” as the U2 song goes.

“One” should NEVER be used as a pronoun. Especially when you’re writing something you actually want prospects and clients to read. (Or anyone to read, for that matter. Unless it’s a group of stodgy old college professors.)

Because “one” is like dropping a thick plastic wall between you and the reader–he can still kind of see you, but you’re so fuzzy and far away now that he loses interest.

Just compare…

“One believes one should talk at the level of your readers.”

vs

“I believe you should talk at the level of your readers.”

See my point?! The first is painful to read. The second is not.

Besides, he’s looking to hire YOU. So he doesn’t care what “one” thinks, he wants to know what YOU think. And he doesn’t care what “one” should do, he wants to know what HE should do.

So tell him. And stop hiding behind the “one.” Or your phone number may end being the loneliest number of all.

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It’s Easy to Make Audio for Your Info Products

September 24, 2009 1 Comment

Audacity audio software can be a bit overwhelming the first time you open it. But you can create good quality mp3 audio for your website or info product in a snap if you just stick with the basics.

This 8-minute video from my new info products made easy virtual workshop shows you how easy it is to…

  • Record yourself
  • Take out ums, ahs, etc.
  • Recover from a stumble during the recording to make it a cinch to fix afterward
  • Combine two pieces of audio (in case you hit stop instead of pause during the recording)
  • Add in an introduction or other elements you might have forgotten to a teleseminar
  • Convert the recording to the standard mp3 format

Nothing fancy here–just the down & dirty of what you need to know to make simple audio recordings for your website, blog or info product!

P.S. This was both my first Camtasia and first YouTube video so go easy on the A/V critiques!

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How Has Twitter Helped Grow Your Small Business?

September 21, 2009 4 Comments

twitter social media iconI’ve talked in previous posts about ways my business has benefited from using Twitter (More on the Value of Social Media for Entrepreneurs and My Top 10 Reasons for Using Twitter.) But I still meet owners who wonder if there’s really an ROI from the time invested.

So I want to hear from YOU. What are the best examples and stories you have about Twitter helping grow your business?

Tales of money made or clients gained are great, but meeting an important JV partner, landing a killer speaking gig or anything that has helped your business…those results are very valuable to share too!

For example, without Twitter, I’m sure my blog would never have been chosen for Alltop last year…it was getting so little direct traffic at the time, I don’t think my web host even knew it existed.

And I suspect Alltop is the reason one of my blog posts ended up the subject of a recent Marketing Profs newsletter and on the radar for the Top 100 Marketing Blogs list it was chosen for last week.

So  the question is: How has Twitter helped grow your small business or entrepreneurial venture?

There are still a lot of skeptics out there so let’s show them it IS possible. So, the more specific you can be, the better.  (Specifics always make a story more interesting and more believable. )

I invite you to share your examples and stories below!

I may even highlight it in my new project, which is still under wraps! (Along with your name and URL, after making sure it’s OK with you first, of course.)

(If you’re feeling shy, you can also send me an email at tracy at compellingcomm.com.)

Oh yeah, and here’s how to find me on Twitter.


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5 Savvy Cause Marketing Strategies from Oprah

September 16, 2009 1 Comment

Yesterday, we talked about Oprah’s newest line of O Bracelets, which has smart lessons for businesses of all sizes interested in cause marketing.

We also discussed the first savvy strategy–sticking with one charitable theme that’s important to your customers.

Instead of scattering her efforts like some well-meaning businesses do, all three beneficiaries of the O Bracelets project are disadvantaged women and children in the U.S. and Africa trying to create better lives. And it’s a cause her fans are likely to be sympathetic to.

As a result, the project has a consistent message–and it’s going to have a bigger impact.

Now, let’s look at other smart moves she’s making with the O Bracelet project…

4 More Ways to Make an Impact with Cause Marketing

Donate a big chunk of the proceeds. Oprah and Macy’s (the exclusive retailer for the bracelets) have gone all out in this regard–neither is making a dime from the sale of the bracelets.

You don’ t have to donate 100%, customers understand that’s not always feasible. But customers do want to see the charity benefiting in a meaningful way.

When they see the total donation is just a token amount of the proceeds, they know it’s just a marketing ploy to boost sales of your product…and they’re not shy about voicing their distaste.

Appeal to all members of your market. It’s great to get a customer to buy something that supports the cause. But selling something your customer is proud to actually use or wear is even better because it helps spread the word about the project.

Each O Bracelet in the collection unique–so everyone feels they’re getting something exclusive–which always ups the sales appeal. Also, the bracelets range from $35 to $350 (depending the stones used) so everyone can find one that suits her budget and taste.

Shine the light on the people who benefit. Too often, companies fall into the “look at how awesome we are for donating this money” trap when they’re promoting their good deeds—which is simply boring and self-serving.

It’s MUCH more powerful when you keep the focus on the people who are benefiting from the project because everyone loves stories of people who are overcoming the odds and starting to enjoy new-found success.

Which is exactly what you get in several articles about the project in this month’s O Magazine.

Create a multi-faceted program. At its best, cause marketing is about much more than just writing a check. In this case, the people making the bracelets are earning much-needed income and developing new skills that will help them prosper in the future.

Overall, using these savvy strategies will definitely make more of a difference… in the world and in your business as well.

Like this article? Then you should check out Your Social Conscience is an Asset to Your Business too!

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Marketing Lessons from Oprah

September 15, 2009 Leave a Comment

Before the stores are flooded with products boasting pink ribbons in support of breast cancer research next month, let’s take a look at how you can put cause marketing to work for your business.

Cause marketing is basically a marketing partnership between a business and a non-profit for mutual benefit. Smart companies know that these types of projects can make a difference in the world–and have big benefits for the company as well.

In fact, research shows that customers are both much more likely to buy from and stay with a company that’s involved with a cause they care about.

And when it comes to both branding and charitable efforts, no one does it better than Oprah.

O is for Oprah…and Opportunity

The newest line of O Bracelets is a great example of what cause marketing was meant to be.

This year, the collection of beaded bracelets benefits three groups:

  • Fair Winds Trading , a group that trains women in Rwanda, Zambia and Kenya to make woven disks for bracelets (and other jewelry). The group pays the women up to 12 times the average daily wage so they can buy food for their families and send their children to school.
  • New Orleans artists, who were hired to design and create the bracelets, many of whom are still jobless and living in temporary homes four years after Hurricane Katrina.
  • Hope Shines, a mentoring program for orphaned girls in Africa that receives 10% of the purchase price.

Notice a common thread? All three groups help disadvantaged women and children in the U.S. and Africa to create better lives.

She’s NOT trying to save the whales or the environment (both of which are worthy causes, so don’t get mad and misunderstand what I’m saying here) or anything else at the same time with this product.

Sticking with one charitable theme that’s important to your customers is a super smart strategy when your business is spearheading charitable projects.

Because one focus = bigger impact.

But as she’s done here, the cause should be one that will resonate with many of your customers. Otherwise, it’ll be hard for them to get excited about it.

Tomorrow, we’ll talk about four more savvy cause marketing strategies Oprah used that any you can implement to “do well while doing good.”

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Marketing at Conferences & Seminars

September 8, 2009 2 Comments

One of the biggest benefits of going to seminars and workshops is the opportunity to meet new clients and potential JV partners and affiliates.

Today, I’ll talk about something I created to use at the World Internet Summit in Atlanta a few weeks ago to help me do just that.

The Have/Want Card

Full disclosure–I can’t take credit for the idea of using a Have/Want Card. It was suggested by a copywriter’s forum member but I thought it was a great idea and built on it from there.

For one, business cards only offer so much room, and some times you’re not talking to someone for long. So the Have/Want Card makes it super easy for them to remember exactly what you offer.

And if there’s a table to display the cards, others you didn’t get to meet at the event will know as well.

But the concept of giving as well as receiving (or asking to receive!) is a powerful one as well. And as you’ll see, it ends up being a win-win either way.

I had three sections on my Have/Want Card. Things I can offer, things I’d like and contact info.

In the offer section, you list things (usually free things) that others may be looking for, such as:

  • Speaking topics for their teleseminars and events
  • Titles of bonuses they can use for giveaway events
  • A bit about your email list and what they may be interested in
  • Your blog full of articles they can borrow (with attribution)
  • Your free report

Next, type up another set of short, specific bullets about what you’re looking for–

  • Types of JV opportunities you’re seeking
  • Products you want affiliates for
  • Types of clients you’d most like

And then the final piece is the contact section, which should have:

  • Your photo (so they can recognize you)
  • How to reach you while you’re at the conference (I used email and Twitter for this)
  • Contact info for later

I printed mine all on one side because a series of technical meltdowns before I left meant I ended up printing them in my room at the Summit and I didn’t want the extra hassle of two sides. (Yes, I brought cardstock, a printer and paper cutter–thank goodness I didn’t have to fly!)

But I’d recommend creating a two-sided postcard so it’s more convenient to carry around.

Then, they’ve got everything they need to jog their memory later. So when they need a teleseminar guest to interview four months from now, they can pull out the card, see the topics you’re ready to speak on and call!

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Copywriting Interview on Author Buzz Radio

September 4, 2009 1 Comment

Last week Deidre Hughey of The Buzz Builder interviewed me about the 7 Deadly Sins of Web Copy for her Author Buzz radio show, and then we took a few questions from listener’s at the end.

Wanna listen? Here it is:

(I have to warn you though–I had bronchitis when we recorded it, so my voice is a bit raspy!)

Which of The 7 Deadly Sins of Web Copy are you committing? Find out by getting your copy of my FREE report at www.compellingezine.com!

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When Did Free Become Something Other Than $0.00?

September 3, 2009 2 Comments

free marketing strategies aren't adding upI’m sure you’ve seen one–a landing page touting a FREE CD then when you click through to sign up it asks for your credit card because… surprise!… there’s a charge for shipping and handling.

Now I don’t have a problem with the concept–it’s actually a good one that I may try soon myself. And I don’t mind paying the shipping & handling (S&H). In fact, it’s more surprising to me when I don’t have to pay it.

Most people though don’t haunt the halls of the Internet as much as I do. And they ARE going to be surprised. So you should play it straight and make it clear on the first page that you mean free + S&H.

But today I got an email from Ryan Deiss that takes the cake…

“It’s only $97, and it’ll help you grow your email subscriber list for free.”

Um, when did $97 start equaling free?!

My first guess was that once you pay the $97, you don’t have to pay anything or anyone else to actually follow-through on the program.

But that’s not the case, because it shows you how to outsource your list building–and obviously the person you outsource to isn’t going to accept Cracker Jacks as payment.

So I’m baffled.

Ryan seems to be a straightforward kind of guy, so I’m pretty sure he’s not trying to fake anyone out here.

But more and more the new math around “free” just isn’t adding up.

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