Month: July 2011

Set Your Sails

by

“It is the set of the sails, not the direction of the wind that determines which way we will go.”  – Jim Rohn

The economy is front, middle and back page news these days. Debt ceilings, the declining dollar and defaults are all we keep hearing about.

And lets face it;  the economy is in shambles. Experts across the country and around the globe are saying that a crisis is unavoidable at this stage.

Now I’m no economics expert, but I’m forced to concur.

The truth is, you and I can’t do much about America’s economy as a whole. The problem is just too big.

I’m not saying that to convince you to throw up you hands and take a fatalistic mentality. Quite the contrary.  Any good coach will tell you not to get caught up in things you have no control over, but to focus on what you can control.

So here’s the question that really matters: how’s YOUR economy?

You can get bogged down about the macroeconomic situation, but you should be more worried about protecting your personal microeconomy.

2011 has been my most profitable year yet as a copywriter. While so many of my colleagues are complaining about taking a hit, having difficulty finding gigs. On the other hand, right now, I have a waiting list for clients who want to work with me.

I’m not saying that to brag, believe me. I bring it up because if I can do it, so can you.

I’d be remiss if I didn’t give you a few insights into why my economy is not currently reflecting what we’re seeing in the economy at large.

1.) I’m continuing to give. So many businesses are clenching their fists, holding back what they could be sharing, for fear of being ripped off. Or, instead of taking the time to nurture leads and develop relationships, they are rushing the selling process.

Give as much value as you can. Giving information (in a strategic fashion) will firmly establish you as an expert, as an individual or business that cares about it’s customers and communities.

2.) Positioning. Don’t get caught in the death spiral of commoditization. You absolutely must be unique, especially during a downturn like we’re facing now. If your competitors can honestly make the same claims that you make about your business, you can only compete with them on price. You don’t really want to do that, do you?

Find your own unique selling proposition/competitive advantage and make sure your target audience knows why you’re a smarter choice than the other guy.

3.) Don’t react in fear. Define a plan of attack and be proactive. What do you want to achieve? Who do you want to work with? What  account are you aiming for? What do you have to do to get it?

Fear is killing your competitors.

Remember: “The possibilities are numerous once we decide to act and not react.” (George Bernard Shaw)

4.) Find out what your audience wants and help them get it.

5.) Don’t be afraid to negotiate confidently.

By all means, seek to understand the big picture. But also understand that no matter what the economy at large is like, there are always some people who are winning. Put yourself in a place to be one of the victors.

7 Email Marketing Mistakes You Can’t Afford to Make

by

Nowadays, I don’t spend very much time on LinkedIn Answers, but the other day I saw a question that I could help out with.

The question: What should never be included in an email marketing campaign?

My (slightly modified) response: 
1) Don’t make claims without proof. Skepticism is at an all time high. Everyone is scared of getting burned. If you make claims that you don’t back up in the body of the email, you’re setting your campaign up to fail.

2) Never use deception.

3) Generic language is a bad idea. Craft your message so that you’re talking to ONE PERSON. Be as specific & vivid as possible.

4) Don’t use untintelligible language. Overly technical terminology can kill a sales message especially in B2C campaigns. Refrain from using jargon unless you know for sure your audience will understand.

Confused customers don’t buy.

Use the language that your readers use in their own conversations.

5) Avoid links to unrelated sites. If the body of the email is about consumer electronics, don’t insert links to a Viagra vendor.

5.1) Don’t use any links or make any reference whatsoever to Viagra.

6) The copy should not focus on YOU (the sender). It really shouldn’t even be about your product or service. Rather, speak about the recipient and his/her needs/wants and how your offering can satisfy those desires.

7) Each email should try to accomplish ONE objective. You lose readership when you go off in too many directions.

Direct mail legend Dick Benson once said that “you cannot sell two things at once.” Choose one thing.

That’s what autoresponder sequences are for. Multiple emails allow you to focus on or sell more than one product or service
—
P.S. If at all possible, the emails should come from a recognizable sender. Even non-spam messages look like spam if they’re sent from strangers.

If you’re emailing cold, attach/associate yourself with someone your list knows and trusts/

You Need Help

by

I think my fees are very reasonable, but from time to time potential clients have accused me of charging too much for my copywriting services.

Yes, it’s true; you can hire a writer on Elance to write your sales page for $20. But chances are, you’ll get what you pay for.

Price is what you pay; value is what you get.

This morning my buddy John Breese sent me an example of someone who should have put more thought into who they put in charge of writing their copy.

This is a real example taken from a real website:

Can Everyone Take Creatine?

It appears so. I have seen no major problems with creatine reported in the literature, even in long-term studies. Yet, just to be safe, anyone with diabetes or kidney dysfunction should probably avoid creatine until further long-term studies are done. Some people do experience bad breath, flatulence, cramping or an upset stomach with high doses. If cramping occurs, just drink more water; for an upset stomach just ingest less creatine. Bad breath and flatulence are babyboomers’ companions anyway, so big deal. Take some mints and stay out of crowded rooms.

—
Here’s the real truth: no matter how much this copy cost (even if the site owner wrote it himself for $0), it was too expensive.

If your marketing or website copy looks like this, please get some professional help, before you lose anymore customers.

People Versus Spiders

by

Denny Hatch wrote another brilliant article this week.

“Search Engine Optimization is the current rage—grabbing the attention of spiders and crawlers in the hopes that the message will surface all over the Internet.

Yet it’s flesh-and-blood people that want information, spend money on goodies and give to charity—not emotionless, pre-programmed electronic robots.

Go ahead, fascinate robots. But if your message is a bore, you are a mouse click away from oblivion.

Call me Luddite or troglodyte, but I will continue to write headlines and copy for people, not robots.

And I’ll study the work of the great copywriters, such as Mel Martin.”

Hatch then goes on to talk about the “greatest copywriter you’ve never heard of.” He describes Martin’s career, successes and genius, along with a few evidences that he was a mere mortal just like the rest of us.

Go read “Are You Writing for Spiders? Meet Mel Martin, Master of Fascinations.” This is the kind of stuff copywriters like me just can’t get enough of.

U of You: Why Education Matters More Than Ever

by

Education has never been more important than it is at this moment. Your parents always told you to get your education. Every year your teachers prepared and encouraged you to continue down the path to higher levels education.

Repeat: education is more important now than it has ever been. But not for the reasons that have been drilled into your mind.

I was watching television the other afternoon during one of my rare couch-potato moments. My brilliant wife pointed out that there was an advertisement for a college or university during every commercial break. Apparently getting a degree is big business these days.

The lessons you learn when you understand what’s really going on here can transform your business.

Let’s get right to the point, shall we? Here are 4 crucial insights:

1.  People value education. But why? Do they want to know more for the sake of knowing more? Of course not! People want to learn so they can get what they want. More. Faster. More easily.

Why does anyone go to college? If this were Family Feud, the number one answer would be “To get a good job.” Simply put, people seek educations to get what they want in life.

2.  Schools are rarely short on students. Good schools have people fighting to get in.

3.  Some of the most trusted individuals in any community are its teachers. Professors are acknowledged experts in their fields.

4.  Educators shape the way their students understand the world.

Now, I’m not telling you to go back to school. In fact, I believe the way the modern school system is structured is radically flawed.

Can you see how the 4 lessons above can apply to your business?

I’ll say it one more time: education is more important than ever. Your potential customers are constantly looking for information. Why? So they can get what they want. More. Faster. More easily.

How do you differentiate yourself from the competition? Better yet, how do you rise above the rest of the pack to become, not the best, but the only person your prospects want to deal with?

The most powerful way to accomplish this feat is to become the educator in your niche. Establish the University of You!

By setting yourself or your company up as the source of quality information and/or training, you have gained all the advantages that Harvard or Yale have. You are the expert. Trust is easier to gain, even from skeptics, because of the credibility you’ve built. Your “marketshare” of people seeking knowledge in your field will increase naturally and dramatically.

And you will have the opportunity to really influence the people you communicate with. Think about it— who has had a greater impact on your life, a teacher/mentor or a salesperson? (Not to diminish the importance of selling!)

There are more benefits to educating your prospects than can be covered here. If you’re ready to start reaping those benefits, consider the “Ivy League” approach to doing business. No degree is required. Just start taking action today.