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
It’s absolutely vital to be authentic and to keep it real. Although I believe the word “authentic” is being overused and by some marketers who really aren’t, this is still an important component to your overall message. Copywriters (the really good copywriters) and consumers alike demand truth. It’s becoming increasingly difficult to find quality, professional and reputable copywriters who engage in any questionable salesmanship in writing. (Note the reference to quality, professional and reputable –they’re the people you WANT to work with because they know the difference between the right approach and the wrong approach.)
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
As more and more busy, successful entrepreneurs outsource their copy to maximize time, they are losing their authentic voice because they are not taking the time to find the right copywriter. The right copywriter is the one who can convey your message as if you wrote it yourself.
This problem happens for a couple of reasons:
1. Hiring inexpensive and inexperienced writers to save money is easier than ever before. Anyone can log into one of the many “service provider” Web sites, and hire a copywriter to write a Web site for $35. In the end what may have seemed like a savings ultimately compromises quality and costs you clients in the long run.
2. Overlooking the importance of spending adequate time building copywriter/client relationships to ensure a good fit.
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?
Outsourcing is a brilliant strategy as long as you find the right fit for you. If you cut corners and invest in a copywriter who is unable to capture your spirit, your consumers will notice especially if the tone and voice of your writing suddenly changes. This scenario occurred to an Internet marketer I know. The quality and voice of an otherwise powerful message was lost in translation thanks to an inexpensive ghostwriter. Coincidentally, (or not) loyal followers lost trust and unsubscribed from both blog feeds and electronic newsletter subscriptions. It was a hard and expensive lesson to learn. At the same time, hiring the right ghostwriter can work beautifully and help increase revenue.
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?
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August 17th, 2010 at 1:22 pm
Lisa,
What a powerful post! So often, we unknowingly operate from a place of scarcity in our business where we find ourselves cutting costs in the very places that can make or break our ‘client attraction’. After all, our clients are attracted to our authentic voice…it’s up to us to make it easy-breezy for them to find us and then really relate to us once they’ve decided to join our community.
Many thanks for sharing your wisdom,
Jennifer
Jennifer´s last blog ..2010- The Year of Illumination-How is Your Midway Journey
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August 18th, 2010 at 3:55 am
It is interesting to observe the shifts and changes in marketing styles over the past few years.
With the birth of things like facebook and twitter, the main media streams have been diluted and so have the main stream ways of marketing. Thus people are no longer clumped into a mass group of ‘average’ but instead niche groups of individuals.
In order for the new niche groups to survive, they rely on individuality and ‘authenticity’ as you said. Their individuality is what gives them power in the new media.
Having a copy writer who gets the individual message is great! But it really starts with the individual having the clarity on their message, their individuality and what they stand for in the context of their niche.
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August 18th, 2010 at 10:21 am
[...] This post was mentioned on Twitter by Lisa Manyon, Jennifer Longmore. Jennifer Longmore said: What Customers Really Want & Why Finding the RIGHT Copywriter Matters – http://b2l.me/ahznt4 (via @WriteOnCreative) [...]
August 19th, 2010 at 3:25 am
Great article, Lisa. Just was talking to a marketing guy up in Canada the other day about this “authentic voice” component and how vital it is. Thanks for always sharing your expertise so well.
Sue Painter
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August 19th, 2010 at 6:53 am
Laura,
I couldn’t agree more — if people don’t already know what makes them unique or they don’t have a general strategy to stand apart from the crowd they won’t be able to craft and effective, clear and connecting message.
Write on!~
Lisa
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August 19th, 2010 at 6:55 am
Sue,
Yes, “authentic voice” is crucial. It’s amazing to me to see how many people miss that mark in their copywriting.
Write on!~
Lisa
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August 20th, 2010 at 7:06 pm
Lisa,
You are the pro and here you let it show. Great piece on the content matters more than the price, not to mention the relationship.
Mitch
Mitch Tublin´s last blog ..Hanging Up a Framed Photo and Your Business Are Related How
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August 21st, 2010 at 10:41 am
Thanks Lisa for giving the confidence to those that need to outsource and letting them know that they can still be authentic to their market.
Kiyla Fenell
http://www.ultimatestaffingsystem.com
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August 21st, 2010 at 10:42 am
I haven’t outsourced copywriting yet. Thanks for giving me the information I need to heed if I ever do.
Dr. Robert Fenell
Repetitive Strain Injuries
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August 21st, 2010 at 2:00 pm
Great post, Lisa! So great to be reminded… I absolutely agree with all you wrote. Write On, Sister! XO, K.
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August 22nd, 2010 at 6:40 am
This is definitely one of the areas where you get what you pay for. I frequently tell my clients “I’m not cheap, but I am really, really good…which do you prefer?”
Good copy is a critical investment…
Thanks for sharing!
Phil
http://www.totalbusinesstransformation.com
Phil Dyer´s last blog ..What is the Best Investment You Can Make Today
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August 22nd, 2010 at 1:09 pm
Hear, hear! You’ve gotta take the time to build a relationship with your copywriter. I would argue it’s one of the top 3 STRONG relationships you must have for your business to thrive.
Carmen@GetOrganized´s last blog ..Get Organized- Are You a Grasshopper or an Ant When It Comes to Organizing
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August 22nd, 2010 at 5:13 pm
How about a new word: “individthenticty”! Love the Enlish language for new words being coined all the time.
I can’t imagine anyone else speaking for someone in their own voice. So I can greatly appreciate the job of a copywriter! And how incredibly important it is to choose the best.
I’m blessed that I found mine!
Lynn
Get Clear Goals with Lynn Moore´s last blog ..How a Principle Can Give You What You Want
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August 23rd, 2010 at 6:59 am
Lisa,
As always, you provide thoughtful and well said advice! Cutting corners rarely works well in the long run.
Terry
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August 31st, 2010 at 3:09 pm
Terry,
So true and yet so many people think they are going to “save a buck” when cutting corners will actually cost you more in the long run.
Write on!~
Lisa
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August 24th, 2010 at 9:45 am
Lisa, at our group mastermind call today a member mentioned that unless you are extremely good at copy yourself, you should contract it out. You offer good advice to those of us that are looking to do so. Thanks again for your advice.
~Debbie
Stampin’ Up! Demonstrator
Debbie McNeill´s last blog ..Butterfly Card from Card Template
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August 31st, 2010 at 3:13 pm
Debbie,
Yes, this will act as a great guideline and often I suggest that clients create their first draft and then have a copywriter do some copy editing to make sure it’s as effective as it should be (tip: copy editing is generally more affordable than copywriting).
Write on!~
Lisa
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August 24th, 2010 at 3:21 pm
Great advice, Lisa – I tried this years ago and didn’t find the right person – the “authentic voice” piece of the puzzle. This will help me rethink my strategy moving forward!
Patricia Selmo´s last blog ..Everyday Sacred
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