Write On ~ Creative Writing Services

By: Lisa Manyon www.WriteOnCreative.com

Do you truly understand what your customers want from you? Are you delivering?

Understanding that copy is the secret to sales success is a great starting point. Knowing how to engage your readers with attention grabbing headlines is important and at the same time, it’s not enough to really create a relationship, build trust and eventually win a customer or client. You must clearly outline your features and benefits by showing your prospects the “What’s in it for me.” factor. This will establish interest, trust and value.

So, let’s start thinking from your customer’s perspective because the bottom line is they matter far more than you do. I know sometimes that’s a hard pill for business owners to swallow. Get over it and start connecting today by really examining your marketing message.

Once you know what you want your promotional copy to do, who you want to talk to and how you need to say what you want to say to get results, it’s time to explore features and benefits.

Simply put, tell your readers/customers what’s in it for them.

Features by definition are a distinctive element, a special attraction or a prominent characteristic.

In copywriting, features are what you have to offer. What makes your product or service different?

Benefits by definition are a service or right or something that promotes wellbeing.

For copywriting purposes benefits are what your customer gets from the product or service. How does your product or service positively impact your consumer?

Your goal, and the goal of your copy, is to build relationships that move your customers towards the sale by speaking to them in a way they’ll relate and respond to. Again, it’s all about them. Paint a picture using the “what’s in it for me factor”.

Think about your customers likes and dislikes, figure out what makes them tick and incorporate that information to build relationships and move them towards the sale.

Connect with your customers on their terms with language they’ll relate to. Of course, your background and expertise is important but it’s not the most important thing to consumers. People want to know “what’s in it for me (WIIFM)”. While they may be interested in your credentials, this isn’t solely how people make decisions on who to work with.

What feature or benefit could be a hot spot that your customer’s identify with?

When thinking of features and benefits don’t forget to include emotions. What emotional triggers connect consumers with your offerings?

What makes your audience tick?

Take a moment to review your marketing materials today. Are you really conveying the “what’s in it for me factor” to your intended market? Are you building relationships that entice people to choose you, your business, product or service over someone else?

By Lisa Manyon: www.lisamanyon.com

Over the past four years I’ve noticed that the word “tribe” has become increasingly popular. As I’ve met new, wonderful and unusual friends there has been a common thread regardless of differences in opinion, background, nationality, political persuasion and quirky personality traits, we all want the same thing…

We long for connectivity. We’re seeking our tribe. This isn’t a new notion – it’s simply changing shape. Innovators no longer wish to be associated with ho hum groups without cause or change. This is a very good thing.

I wasn’t surprised that Godin rolled up his sleeves to examine the topic of tribes, community and the impact the Internet has had on connectivity. True to form, Tribes illuminates the growing popularity and need to be connected in a true and genuine way. It stretches beyond that and brings to light the need for heretical leaders to shake things up and challenge the status quo.

Godin maintains that many tribes are stuck. This includes big charities, tiny clubs, and struggling corporations…the groups that create little value and are boring.

I think we’ve all experienced this to some degree. I’d like to take a moment to encourage you to be the change. Seriously, Godin put it best when he wrote “Every one of those tribes, though, is a movement waiting to happen, a group of people just waiting to be energized and transformed.”

Think about that. If you recently sat through a boring meeting wondering if anything would ever change, it’s time for you to step up and be that change. What if everyone in these stuck tribes is waiting for someone else to be the energizer and shake things up a bit? Will you be the one to finally step up and do it?

The fact that many tribes are stagnant is disturbing. To push past this Godin writes that fear of failure is overrated. I wholeheartedly agree. Fear of failure, according to Godin, is just an excuse. The real fear is the fear of being blamed or criticized.

How many times have you bitten your tongue in one of these boring tribal meetings because you were afraid of criticism? Did you hear a little nagging voice that said “what if I’m wrong?”

Well, what if you’re not? Be the change. Take a chance. Because really, most people don’t matter, but the people who do – they’ll embrace the change and become your tribe. The others can remain stagnant and scared. It’s their choice.

The most powerful messages I walked away with after reading this book:

Do not get stuck in the way things were or are.

Get busy turning things into what they could be.

Change isn’t made by asking permission.

Change is made by asking for forgiveness later.

The Web makes it easier to connect with people and create your own micromovement.

True leaders understand that change is not only omnipresent, but the key to success.

So embrace your heretic ways. Speak up. Take a stand. Be the change. Lead your tribe.

Don’t forget to visit Amazon.com and grab your copy today.

[tags]Lisa Manyon, www.writeoncreative.com, copywriting, Seth Godin, Tribes [/tags]

By: Lisa Manyon www.lisamanyon.com

I am the first to admit that I am a press release fan! I love crafting releases, even editing them and working with clients on press release strategy sessions. The most rewarding part is helping others share their newsworthy gems and seeing the results roll in.

Press releases can be used in a variety of ways including sharing news, getting mainstream media attention, increasing online search engine rankings, increasing opt ins and more.

As I’ve been gathering information and putting the final touches on my do it yourself press release and publicity kit, I’ve come up against a few skeptics who say releases don’t work. When I ask them what their strategy is/was I get a “deer in the headlights” kind of look. BINGO – no strategy – no results.

So, it the spirit of sharing, I’m going to present some tangible results from one of my most recent releases. I’m not sharing this to brag (although I’m darn proud). I just want you to get a taste of what press releases can do for you. Here’s a quick case study:

When the International Association of Web Entrepreneurs released The Official AWE Guide 2009 – Emerging Trends Every Online Entrepreneur Must Know with me as a featured author, I saw an immediate opportunity to gain publicity. I issued a press release about being a featured author. I invested in PR Web in December. Be sure to review the release and listen to the pod cast, too. http://www.prweb.com/releases/2009/01/prweb1801614.htm

As a result of this release…

My accomplishment was included in the Lewiston Tribune Business Profile supplement of a local paper

An interview was featured on the front page of the focus section of the Idaho Business review – issued the week of March 23rd (Both in print and online)
http://www.idahobusiness.net/archive.htm/2009/03/23/Keeping-a-business-alive-in-cyberspace–Focus

The release generated about 100 new opt ins within the first few weeks of being released

I have been approached to teach a series of broadcast copywriting classes (still in the works but potential for $3K+)

A tourism group has hired me for a web copy job

I was able to incorporate this success story in my teleseminar guest appearances as additional results oriented proof

I’ll also include this story in my DIY Press Release & Publicity Kit
The release continues to generate buzz both online and offline (The Id Biz Review picked it up off the wire).

This is just an example of how one release continues to work for my business. Plus the example illustrates how having a press release strategy can create a slow-burn marketing effect that continually gains additional exposure for your business.

Here’s the thing about press releases, they are not a magic bullet for immediate results (although they can create a big buzz right away). They should be a part of an ongoing, strategic plan. In fact, the people who claim releases don’t work or haven’t worked for them are the same people who have only sent one release, never followed up and didn’t have a strategy. Do you have a press release strategy? Are you currently leveraging press releases in your marketing mix?

[Tags] copy, copy writer, copywriting, internet marketers, Lisa Manyon, marketing, results, press release, headlines, www.lisamanyon.com, www.writeoncreative.com [/Tags]