Write On ~ Creative Writing Services

It’s interesting to me how many people truly don’t know who their clients are let alone how to reach them. I don’t mean the clients you’ve already done bushiness with – chances are you’ve developed a relationship with them and know what makes them tick. What I mean is your ideal clients and customers. The ones you want to continually attract with the RIGHT marketing message– focused messaging.

Although this concept is not new, focused messaging is shaping the way marketers approach consumers. The need for narrowly focused messages that have been developed specifically for your ideal consumer; as opposed to wide spread demographics is imperative to the success of any marketing campaign. And it’s becoming increasingly so for websites.  Building successful relationships online hinges largely on the know, like and trust factor. People need to know you, like you and trust you to do business and at the same time, your message must truly be crafted to connect with them and motivate action.

Savvy marketers know it’s completely passé’ to ask, “Who is your target market” and receive an answer of something as broad as “Women aged 18 – 34.” It simply isn’t efficient or effective to try to be all things to everyone and there needs to be more psychographic information to truly identify your ideal client (or as Lorrie Morgan Ferrero says “Tarket” the word she coined to embody your target market on a much more personal level).  Although creating “positioning” messages (sometimes referred to as institutional ads) to reach the masses has been standard in traditional radio, print, television and even brochure style website advertising, Web consumers aren’t buying it. Consumers crave real interaction and specialized attention like never before. Your message needs to REALLY speak to consumers on a personal and emotional level.

Finally, acknowledgement that women are the primary consumers and respond differently than men (although not new information) is beginning  to show in the majority of  marketing messages. Savvy marketers know who is responsible for the largest portion of buying decisions and they’re doing their homework so they can craft messages that truly connect based on media preference.

So, with all this being said:

• Do you know who your customers are and how to reach them?
• Or are you sending the wrong message to the wrong people?
• What shifts in advertising and marketing have you seen and how is it impacting how you strategically create your messaging?

Let’s take a closer look at what savvy consumers want and respond to. Pay close attention to these emerging trends. These are trends I predicted in 2009 and they are rapidly changing the way we do business. You’ll want to adjust your marketing messages to keep up by incorporating authenticity and true voice.

Authenticity

An overall change in social focus and consciousness supports authenticity in all aspects of business. Think about this for a moment. How do you like to be treated by people you do business with? Doesn’t it make sense to extend that same courtesy? Now incorporate general decency and ethics into the mix and you’re starting to build solid relationships.

True Voice

This problem happens for a couple of reasons:

Let me ask you an important question. You wouldn’t have your secretary or virtual assistant close your biggest deal of the year just because he or she was available to talk on the phone would you? Never! So why would you outsource one of the most powerful pieces of communication you have to your target market, your copy, to someone with very little experience and who devalues what they do and therefore what you do so much that $5 an hour is an appropriate fee?

Take a moment to review your marketing messages. Do they represent you and your business appropriately? Have you found the right copywriting to support you, your business goals and ultimately your message?

Lo & Lisa

Recently I attended Ali Brown’s Coaching Business Intensive event. The event was full of great content and attended by incredible people including my very first coach Lorrie Morgan-Ferrero. When I first started my business, I invested in one-on-one coaching with Lorrie because I knew she was the top female copywriter in the Nation and I wanted to know how she did it so I could apply her proven strategies to my business. It was a solid investment that provided accountability, support and motivation to continually move my business forward.

Ali & Lisa

As I looked around the room at the 159 other people I knew for sure that I was in the exact right place to move my business forward. Each of the attendees are driven, dedicated individuals who understand the value of investing in themselves by investing in others. People who purchased tickets paid just under $10,000.00 per ticket to be there (my ticket was comped as part of the perks of being in the Millionaire Protege Club and coaching with Ali, but there were many new faces in the room).

I bring up the investment not to impress, or because of the dollar amount, but as illustration that if you’re really serious about your business, you’ll invest in mentorship, training and mastermind groups that move you forward personally and professionally. It’s all about how you value yourself. And, it’s also quite impressive to see  Ali leverage her knowledge, build her team to include James Roche (who is another one of my favorite coaches), model successful business models and continually create new revenues streams that truly help move business forward and empower women (and enlightened, progressive men) to step into bigger things. (yes, I feel lucky to have her as my coach –but it wasn’t luck that made it happen, it was dedication, determination and a solid investment in myself.)

But first the takeaways:

With that in mind, I’d like to ask you: What do you most want in a coaching/mastermind program? Please take a quick minute to answer that question here because if you’re truly interested in moving forward personally and professionally, your input could shape my program and this could be just what you’ve been looking for… Your opinion matters — share it here or leave a comment.

Authenticity is the key to customer connections (although I think the word “authentic” is overused, the power of authenticity cannot be underestimated).

As an online entrepreneur, you’re probably aware of ever-changing Internet marketing techniques. Not only do you keep up on the latest trends, social networks and online marketing strategies, you also have to adapt your message to your market and the medium or delivery channel. Sometimes this process is easier said than done.

Because copy is one of the key elements of your marketing materials, it’s important to keep up with what’s working and what’s not.

Some things you must consider:

You may or may not write your own copy. Either way, it’s vital to your online success to be in tune with current and upcoming copywriting trends. It’s even more important to be tuned in to what customers expect from you. The bottom line is consumers are savvier than they’ve ever been.

The effectiveness of these tactics is wearing off because people expect more. They also deserve more, and quite simply, they’re demanding more by doing business with people and companies they resonate with personally. Consumers don’t appreciate tricky sales pitches, inauthentic connections, and hype.

Not all copywriters have used these techniques, but I think we’ve all seen them online. Because today’s consumers are wiser, pickier, and more particular about who and what they let into their sphere of influence, it’s important to adjust your copywriting approaches accordingly.

Anyone who has ever started a business knows there is work involved.  It takes a clear vision, strategic planning, marketing and more to be successful.

The two traits of successful businesses that I see most often (regardless of the type of business) are consistency and communication. To truly choose success, you must incorporate both into your overall strategy.

Consistency = staying power. When you create a strong brand and platform and continue to be true to that you’ll gain trust, brand recognition and people will know you are serious about your business.

Successful businesses  incorporate consistency and communication in all facets of their business. Businesses that fail generally don’t have plans, lack consistency and don’t let potential customers know what they have to offer.

I’ve been pondering this recently because I’ve had several people ask me if I offer specific services (even though they are listed on my website) or assume that they cannot afford to work with me because they didn’t immediately see information about my editing /rewrite rates which are considerably lower than starting from scratch. Plus, there are some things I do that aren’t even listed on my site… (and there are more to come, soon.)

This made me realize I’m not being as consistent with my communication as I should be (can you relate?). It also made me think about the businesses that are continually reinventing themselves with no apparent rhyme or reason…

So, with that being said, I plan to communicate my offerings more effectively and consistently so I can truly be of service to those who need my offerings most.

Are there products and services you should be sharing with your community to support them?

Are you being consistent and communicating?

Are you REALLY clear about who you are, what you do and how you can best serve your ideal clients?

It’s no surprise that your marketing should be all about your customer and what your product or service is going to do for them... the big surprise is that many people miss that mark in their marketing materials.

It’s easy to get caught up in “getting your message out there” and the “good is good enough” mentality. While this may be an acceptable tactic for some to keep things rolling, it isn’t always the best way to approach copy. Honestly, I recommend that you wait to get your message out there until you’ve done your due diligence to determine what your customers truly want and expect.

Here’s a quick Manyon Marketing Makeover about the What’s In It For Me Factor.  Take a peek and note you can grab your free copywriting action plan by clicking on the “Grab Your Free Stuff” icon above — you don’t actually have to go to another site if you don’t want to (and if you’re already enjoying your Copywriting Action Plan, please excuse my call to action ).

In the spirit of honoring the “What’s In It for Me Factor”, I’d like to ask you a question. What do you expect when you hire a copywriter? I’d really like to hear your comments.

The MPC Mastermind Tribe - Retreat 2010

I’m often asked how my business continues to thrive and grow when many people are suffering in “this economy.” My answer is simple — I don’t allow the economy to dictate my success. I create my own opportunities, build relationships, stay true to my mission to help more people share their message and in turn help more people… AND I get help from people who are WAY more successful than  me.

My Mastermind Coaches and Mentors Ali Brown and James Roche are offering a free call this Wednesday. I don’t want you to miss this because you’ll learn all the details about a high level mastermind opportunity that can make a world of difference for your business.

Because of this ONE investment, my business now allows me to travel as I please (and orders actually roll in as I’m relaxing) and connects me with people who “GET” what I’m doing and need my services. It’s about creating a business that makes sense to you and supports your dreams and goals. That’s why I’m so excited to share this with you.

Ali Brown, James Roche & Me

If you do ONLY one thing for your business this year, I urge you to listen to this FREE call on Wednesdaywith my mentors Ali Brown and James Roche. I’m excited to let you know they are taking new applications for the Platinum tier of the Millionaire Protege Club mentorship and coaching program.

I have connected with amazing friends, colleagues and clients since joining (I’m actually so impressed with the program, this is my second year and this is because the program delivers results and increased

MPC MM Leaders

income).

AND, it was a BIG leap for me. Before joining I felt very misunderstood — it was as if no one in my immediate family and circle of friends really knew what I was doing and half of the time I felt crazy or embarrassed to share my BIG dreams. The coolest thing about this tribe is that everyone involved is a BIG thinker and they hold the space for your big dreams while cheering you on all the way. (there are many other great things, too but I don’t want to get into all of that now — I just want you know this opportunity is yours if you’re ready to claim the success you deserve).

Please join Ali and our Head Platinum Coach James Roche on this complimentary call on Wednesday, June 16, at 8pm Eastern, 5 pm Pacific. They’ll share all the details of the Platinum program–exactly what it delivers, what it entails, and what our membership requirements are. And if you have questions they will be answer them live too.

P.S.  I believe in this program and what it can do for you so much that I’m willing to gift you 1/2 hour of my time to give you a jumpstart into the program and answer any questions you might have ONCE you apply and have been accepted. I’ll also gift you an audio recording with Lorrie Morgan -Ferrero (the MPC Gold Coach, my friend and my very first mentor) and me from a premium teleseminar we offered –Making The Most of Masterminds. This is an added bonus because I believe in you and these bonuses are valued at over $200.00. So, save your spot on the call and own your success

The same is true of most consumers. We’re an impatient, impulsive bunch at times but for the most part we know what we want and when we want it. If you’re a savvy marketer, you’ll deliver when it counts.

Recently I was in the market for some entertainment. Well, I’m always in the market for some entertainment…but I was specifically interested in having some fun that includes wine (no big surprise, I know). As luck would have it, a Facebook friend reached out to me to share some information about a wine cruise. YUMMY.

I was beyond excited. Checked my calendar and sure enough my schedule was free the dates the wine cruise was happening. I could feel the wind in my hair, the wine on lips and even smell the gourmet dinner that would be served on the excursion. I quickly zipped to the website for the wine cruise, my wallet was out so I could grab the plastic (hello air miles) and I was already thinking about which friends to invite. This was going to be some GREAT entertainment…

My excitement quickly faded when I realized the most recent itinerary wasn’t posted. Sure, the dates and general info about the wine cruises were listed. But, there were no details. No price listed and no way for me to quickly find ALL of the details of the package I most desired, select it and quickly buy ( I like to call this pick, click and pay).

Guess what happened next? I sent my friend a quick message that the details were missing. Got word they would be posted soon and a few weeks later I was notified that all the info is available. And while I appreciate this, the immediate opportunity was missed. I bought tickets to a Natalie Merchant concert instead.

So, what went wrong? The wine cruise outfit had me at Merlot but they lost me when I didn’t have all the info I needed to make a purchasing decision.  I didn’t have everything I needed to pick, click and pay and so I moved on. I’ll probably book the cruise another day but my business could have been theirs if they were ready(AND while it’s true I’ll probably book in the future, an immediate opportunity was missed –this is key because not all consumers will give you a second chance).

Are you making THE Biggest Website Mistake ever and inviting people to your site when it’s really not ready to deliver what your customers want to experience?

Take a minute to review your Internet marketing efforts. Look at your website from your customers perspective and consider what you want to experience when you are online. Will you make the sale or will your prospects bail?

P.S. If you’re not sure if your site is working for you, consider a Manyon Marketing Web Makeover (I’m still offering a 7 page review for the price of 1 = HUGE savings for you. There are only 6 openings available per week and my schedule is filling fast.)  Plus, I’m working on a new offering (well, I’ve been offering it for a while but I’m adding to the site soon) the Manyon Marketing Web Flow Map that will help new Internet marketers get really clear on their website flow and strategy before they even hire a designer(trust me this will save you time, money and many headaches).

In the rush to get your message out to your market, make genuine connections and ultimately increase your sales, I‘ve noticed that many people are doing a poor job of  grabbing the attention of readers.

This baffles me because your headline is the 1st thing people read. And, it either draws them in or turns them off. Take for instance the headline of this blog post– it can do one of two things:

1) It may draw people in who want to learn tips from Manyon Marketing Makeovers, specifically people who are interested in ways to create headlines that sell.

OR

2) The use of the word “Sell” could completely turn people off if they haven’t shifted the way they think about sales and being of service.

That’s a risk I’m willing to take to give you more information on how you can improve your copy. But, as you can see, it’s important to carefully consider your word choice when crafting headlines.

And now, here’s a quick video (under a minute) to help you improve your headlines.

If you haven’t already done so, click on the “Grab Your Free Stuff” icon in the top right-hand corner of my blog and grab your juicy copywriting tidbits.  Your thoughts? I’d love to hear from you.

One of the most important aspects of growing your business is finding your tribe. It’s vital to your success to surround yourself with like-minded people who “get” business and who operate with genuine heart and soul.  Because if you’re not regularly feeding your mind with positive people and solid business masterminding, chances are you won’t be as successful as you could be.  I also recommend committing to one tribe at a time to REALLY get the most out of the experience.

That’s why I want to introduce you to Heather Dominick and her team. If you’re at all familiar with me, you already know that I’ll never recommend anyone that I don’t know, like or trust.

Heather Dominick

Laura Wright

P.S.  If you cannot make the call, go ahead and sign up anyway, the  EnergyRICH® team will make sure you’re taken care of. They are continually featuring valuable information from guest interviews in addition to their solid programs. And, in the spirit of authenticity, I am an affiliate for Heather because she’s earned my trust as a businesswoman of integrity. Save your spot here.