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?

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.

Inevitably there will come a time where publicity needs to be a part of your marketing mix. You may opt for mainstream media publicity or Internet publicity. Either way, you need a solid platform to promote yourself and to be accessible when publicity opportunities come your way.

If there is a strategy in place it’s usually a strategy to gain Internet publicity or mainstream media attention (although sometimes it can consist of both).

Regardless of your reason for wanting publicity, there are three foundations you need to have in place before you issue your press release – no matter what your strategy.

Once you’ve determined that you have something to say to the press or specific online prospects, you’ll want to issue a press release or news release in accordance to your overall press release strategy. Press releases are relatively simple to write. However, there is a specific formula that you must use or you could damage your credibility. Plus, it cannot be sales-y.  Your press release must actually contain news, which by definition is previously unknown information.

Many media outlets prefer 2-3 weeks advance notice to cover an event. At the same time, the Internet has greatly changed the way releases are distributed and has opened new areas of opportunity.  You can distribute your message online much faster. Often online distribution sites also circulate to specific newswire services.

When compiling your press release information, keep the following in mind:

Technorati Tags: press releases, news releases, Internet publicity, publicity, free publicity, marketing, online press releases, press release formula, free press release software, press release template, Lisa Manyon, www.writeoncreative.com, news

It’s commonly assumed that PR means “press release” but this is misleading and frankly, not true. “PR does not = Press Release” although, press releases are directly related to PR. Often people are unsure of what PR, publicity and press releases really are. They are all related but each is different and has its own function which works symbiotically with the others.

PR is actually an abbreviation for public relations. Press releases are a part of public relations and they generate publicity but they are not PR (they are a part of PR). At the same time, press releases may generate good public relations.

Are you getting confused yet? Let’s simplify this by taking a quick look at the definitions of each provided by the Wictionary (a great, open source dictionary) and Websters Dictionary (my hard copy favorite).

By definition, Public Relations is communication by a person or an organization with the purpose of creating a favorable public image; commonly referred to as PR.

So, in essence, Public Relations are really the strategies surrounding your overall business presence and message. PR is the foundation that allows you to be ready for publicity when it comes your way it’s your core message, business values and image. While any form of communication can be considered public relations including newsletters, ezines, letters, blog posts and yes, press releases, they must all be a part of a much bigger PR strategy.).

Publicity is what is generated by public relations. By definition, Publicity is an act or device designed to attract public interest, specifically information with news value issues as a means of gaining public attention or support.

When you create public relations (communications) it can generate publicity (public attention). Generally the goal of publicity is to gain UNPAID media exposure including ink (print exposure) and air (broadcast mentions), increase word of mouth and get more clients. Publicity is golden to your business because third party endorsements are more believable than paid ads.

By definition a Press Release is an official written statement that is sent to the media so that it can be publicized (although press releases are not crafted just for the media anymore).

Press releases are often referred to as news releases. They are essentially one in the same. However, the term “News release” can be used when the release is not intended solely for media distribution. For example: Online distribution of your news is a no-cost to low-cost way to establish credibility, help customers find you online and increase your online search engine rankings. So, the goal may not be mainstream media attention when you submit online and it would be appropriate to use the term “news release” instead. Either way is perfectly acceptable.

Basically press releases are both a public relations and publicity tool depending on your overall strategy.

Does your business have the three P’s (public relations, publicity and press releases) covered?

1) Do you have an overall Public Relations Strategy that defines your brand, how you want people to perceive you and what you want to accomplish in the way of publicity?

2) Do you create public relations materials to earn publicity based on a specific overall strategy?

3) Do you share your news via press releases, strategically in accordance to your overall PR plan?

If not, it may be time to start focusing on your P’s

P.S. When writing this article I was looking for a great example to share from an article I had once seen in Readers Digest- thanks to Shannon Cherry ( a fellow PR pro) for posting this excerpt on her blog.

“If the circus is coming to town and you paint a sign saying “Circus Coming to the Fairground Saturday’” that’s advertising. If you put the sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks through the mayor’s flower bed, that’s publicity. And if you get the mayor to laugh about it, that’s public relations.

If the town’s citizens go the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that’s sales.”

- Reader’s Digest, “Promoting Issues and Ideas” by M. Booth and Associates, Inc.

What are your favorite PR strategies? Do you have a PR plan?

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Article Marketing is here to stay. In fact, it’s one of the quickest ways to gain notoriety on the web, get picked up in various publications, increase eZine (electronic newsletter) subscriptions and boost the “I’ve heard about you somewhere” factor.

When looking for no cost and low cost ways to market your business both online and offline, article marketing should be part of your mix. I challenge you to take it a step further and create an overall content strategy. Here’s what I mean by that. Often entrepreneurs will put together a basic marketing plan. Of course, this is better than no plan and at the same time really focusing on your content strategy can help you create content that helps you reach your goals more quickly.

Your content strategy starts with your copy (the written part of any marketing material). Copy truly is the secret to sales success. Plus, the basic copywriting formulas can be applied to article marketing and your overall content strategy for the entire year.

If you are not currently including article marketing in your plan, here are two quick tips and techniques to get you started and make the most of article marketing.

1) Leverage your expertise via online article marketing by sharing “how to” articles that showcase your talents and passion. Article marketing is an effective way to share your knowledge and gain free exposure for your business. Simply write your article, create a signature block with a link to your URL and submit your article to online article marketing distribution sites.
2) Visit your favorite article marketing site to connect with likeminded experts. Search for a topic of interest and read one article. Follow the website link in the signature block to learn more about the author. Not only can you incorporate article marketing into your plan to get more exposure, you can also connect with other experts to help build your business.

Once you’ve written, proofed and submitted your articles, the web begins working for you. On many of the Internet article marketing sites, you can review article statistics on and see how many people are accessing your valuable information. Believe it or not, even the presence of one article in the world of online article marketing can help make you a difference. Of course, the more articles you submit, the more web traffic and exposure you’ll receive.

If you’re curious about how article marketing can help you but don’t have time to investigate the platform let alone write the article, consider investing in a ghostwriter to do it for you. Just make sure the writer can capture your voice and represent your business in support of your brand. More and more busy entrepreneurs and business owners are investing in copywriters to boost their business. For many, it just makes good business sense. After all, we should all focus on what we do best and outsource the rest!

Take a moment to review your marketing today.
Is article marketing a part of your mix? Have you written and distributed articles in your area of expertise?
Do you include a signature block so people can contact you?
Do you have an overall content strategy for the upcoming twelve months?

By: Lisa Manyon www.writeoncreative.com

It’s no secret that I strongly believe copy (the written part of any marketing material) is the secret to sales success. There are specific formulas that apply to all marketing efforts and they can roll over into publicity, too. At the same time there is a fine line between promotional copywriting and writing for press releases or news releases.

The main objective of press releases is to share your news. By definition, news is previously unknown information. So, your job is to share information about your business accomplishments that educate and alert the media or your core market about something NEW, timely, relevant and of value.

It’s also important to know that press releases aren’t just for the media anymore. You can post them to your blog, distribute to free press release sites and use them as sales tools. However, you don’t want your press release itself to be “salesy”. Your press release should be written in Associated Press style and should not have hyped up words. The point of your press release is to provide valuable information that will promote thought, action and possibly generate media coverage depending on your press release strategy. It’s important to understand that there is a fine line between your promotional materials and your press releases. While you can use a press release as a sales tool, you should not use traditional ’sales’ language in your release because it will be viewed as hype and quickly end up in the trash (virtually and literally depending on distribution channels).

If you are interested in media attention you need to follow proper formatting and protocol. When crafted properly, press releases (distributed both online and offline) can help you gain credibility, drive traffic to your website and increase your chances of getting media publicity. Press releases should be a regular part of your promotional plan. As such, it’s important to know that releases need to be written in a different style than traditional web copy, sales letters or any other copy for that matter.

Here are five tips to help you make the most of your press releases:

1. Know your strategy before you write your release. (Do you want to generate online traffic or gain traditional media exposure?)
2. Follow the correct press release format to keep your business reputation in tact
3. Be clear on the difference between copywriting and writing a press release
4. Make sure you are delivering news and not a sales pitch
5. Be sure to distribute your press release to the appropriate channels (i.e. if you’re contacting main stream media have the appropriate contact information for the person that covers that beat)

By following these simple tips you’ll be better prepared to share your news with the world.

Take a moment to review your press release efforts today.
What have you done that is newsworthy?
Are press releases a regular part of your plan to share your gifts with the world?

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By: Lisa Manyon www.lisamanyon.com

When writing marketing, advertising and promotional copy, there are specific formulas to increase response and effectiveness. Since your copy truly is the secret to sales success it’s important to familiarize yourself with the formula even if you aren’t writing long copy. Here’s why: There is a psychological process that readers go through regardless of copy length and regardless of reading preference ie: analytical reader who dives into all the copy or scanner who glances at the key points and quickly makes a buying decisions.

Knowing the formula for creating a sales letter will help you connect with your ideal client. Regardless of the length of your copy you can incorporate the basic formula to ensure you’re providing all the information your customers need to make a sound decision about investing in your products and services.

The reason understanding sales letter copy is extremely important is not only because it follows a specific formula for success – it also allows you to infuse your own voice into a proven method for authentically connecting with consumers.

The formula gives you a solid roadmap to success once you dig in and pay attention. The basic elements follow:

It’s a little more complicated than it sounds, especially if you’re not wild about writing copy in the first place, but you get the idea. And, when you wrap your mind around this formula it’s much easier to create copy that works.

There are also specific sections of copy that are the most read. The first thing the majority of readers absorb is your headline. So, you’ll want to make that punchy and customer-centric. The second most read portion of copy is your P.S. So, make sure you include the details of your offer to capture the scanners. Finally, the third most read portion of copy is the captions under pictures.

Now that you have the formula, this information allows you to craft compelling copy to truly connect with your ideal market.

Take a moment to review your marketing materials today?

Does your copy incorporate the formula for sales success?

What can you do to make your message more authentic?

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By: Lisa Manyon www.WriteOnCreative.com

Not everyone reads long copy and that’s why there are double readership paths. I’m guessing you already know this…but just in case, copy (the written part of any marketing material) is the secret to sales success.

Have you ever noticed the formatting on long direct mail or web sales letters? Study the formatting and you’ll see long copy is formatted so “scanners” can skim the page to get the message while analytical readers can dive in and absorb ALL the details.

Double readership paths are essential to appealing to both analytical thinkers/readers and scanners at the same time. This means you can capture the attention of both kinds of readers by using simple formatting tools like bolding, italicizing, highlight, underlining, using all capital letters and incorporating bullet points.

An effective and likely the most common double readership path formatting technique is bolding vital text. Using bold font on key information makes it easier for scanners to glance down the page, get the essence of your offer and move on to make a QUICK but informed purchasing decision.

You’ll often see italicized words to emphasize key points as well. Using italics is another way to grab the attention of readers.

Highlighting or changing font color is a popular technique to capture attention and really make offers or other vital information stand out.

Underlining can emphasize your point as well. But be sure to use underlining techniques sparingly in your online copy. Underlined text can signify a hyperlink in online copy and can confuse your readers.

USING CAPITAL LETTERS IS ANOTHER WAY TO GET ATTENTION. Remember that this can also be misconstrued as “yelling.” So, watch your context when incorporating CAPS.

To recap the double readership path: Generally speaking, there are two kinds of readers; analytical and scanners.

Double readership paths can help you capture the attention of both reading styles by adding:

• Bolded text to grab attention and showcase key points in your copy that will capture the attention of scanners
• Italics emphasize key points and grab attention
• Highlighting or changing font color is another way to illuminate offers and vital information
• Underlining is another technique but should be used sparingly in online copy. Underlining can be confused with online hyperlinks
• ALL CAPITAL LETTERS ARE USED TO GRAB ATTENTION. Be sensitive in their use as they can also suggest yelling

Finally using bulleted lists can make your main points and benefits really stand out. Remember to use an odd number of bullets because studies show readers are more responsive to odd numbered bullet points than even numbered bullet points.

Take a moment to review your marketing materials today.
Are you utilizing double readership paths?
Should you be?

Can you juice up your current marketing materials with simple formatting techniques?

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