Write On ~ Creative Writing Services

This may sound like a crazy question. At the same time I’ve met more than my fair share of people who don’t know the answer to this question. Honestly, it’s not given the respect it deserves most of the time. Do you know why you are in business (or why you want to start a business if you’re just hatching your idea)?

• When you started your business what was your main goal?
• Does your business even remotely resemble your initial vision?
• Have you achieved the quality of life you strive for?

These are really important questions to think about. People start a business, especially entrepreneurs, for a variety of reasons. For example: I started my business because I wanted to work on my own terms, I value freedom and I wanted to truly be of service. My motivation wasn’t monetary.

But, I’m going to state the obvious – you should be in business to make money. Making money alone isn’t enough to succeed. You must have a clear mission, operate on genuine values and provide a tangible solution to help people regardless of the nature of your business.

In order to truly be of service it’s imperative that you provide options and you must let people know how you can serve them (often disguised as marketing). When you share your gifts with the world, regardless of platform (radio, TV, website, brochure, direct mail and well, you get the picture) you must be very clear about what your ideal clients want, how you can help and the best way to provide your solution. Beyond being of service, you must include a call to action in all of your marketing messages.

What do you want prospective clients to do? Purchase your products? Sign up for your ezine or newsletter? Invest in your services? Send referrals your way? Then by all means, TELL them (or gently “ask” them by including your clear call to action).

While cute and clever ads with sophisticated wordplay and subtle innuendos may win advertising awards, clearly communicated offers and direct response is what delivers increased sales. Are you guiding your potential clients and customers to take action?

When was the last time you reviewed all of your marketing materials? (I suggest you do it today even if you hired a fancy ad agency to create them).

So, in the spirit of being of service I’d like to suggest that you schedule a Manyon Marketing Makeover Strategy Session to review your “call to action”.

You’re probably familiar with the acronym WIIFM (what’s in it for me). As a business owner it’s one of the most important acronyms for you to be familiar with. Because, although you undoubtedly created your business out of passion, your business is about more than your passion, it’s about what makes your core audience tick.

NEWS FLASH: While your clients may be drawn to doing business with you, they are more interested in what you can do for them than they are in who you are. When developing your content and content strategy you must leave your ego behind (the number one mistake most entrepreneurs make in their marketing is focusing too much on themselves.)

When preparing copy about your business you need to keep your ego in check. This is often the hardest concept to grasp, but a crucial component to fully understand especially when writing effective marketing content. You might not even realize how your ego is projected in your current copy or marketing efforts or how it might be perceived by others including potential business partners or clients.  Simply put, your customers are interested in how your product or service will benefit them.

You can be the most accomplished in your field and try to sell your products or services by explaining how great you are. Chances are your copy will fail (or at the very least not get the response or results you’d hoped for).  Certainly you want to include your qualifications in some marketing applications (think bio’s, resumes, media pages, brochure information, etc.) and at the same time the core focus of your copy should be on your end-user. Again, it’s all about connecting with the consumer in a friendly, purposeful way to promote action.

In order to successfully turn potential prospects into paying clients and customers you must have a clear content strategy plan and you must lose your ego (there are some exceptions to this rule i.e. if your main focus is gaining media exposure your focus will need to be a bit more about).

As a general rule of thumb you must clearly state how you can be of service, solve problems and make life easier for your ideal clients. Once you’ve engaged them with benefit oriented copy they’ll begin to want to get to know you, start to like you and you’ll gain their trust because you first focused on THEM.   Always focus on your ideal client and what they will gain from doing business with you. Speak to them directly in their language and check your ego.

Take a moment to think about what’s important to your core audience.

Do your current marketing materials focus on your end user and offer the solutions they’re looking for?

Do you need to rewrite or outsource your copy to a trusted copywriting partner?

It’s one thing to know who you are speaking to and it’s another to actually get through to them.

Here’s what I mean.  Often, we become so impassioned by our work or what we have to offer, we forget to really focus on our ideal clients. This can spell disaster in your marketing, advertising and promotional materials because if it’s all about “you” you’re forgetting to show your clients “What’s in it for me”.

Regardless of who you are, how good you are at what you do, or how beneficial your products and services are for your clients, your copy has show your clients how they will benefit from doing business with you.  If you’re not “showing” your ideal client how they will benefit from your products and services, you’re wasting precious marketing real estate.  One of the biggest challenges I see people struggle with is identifying their ideal client (that’s another article on its own).

Once you’re really clear about who you want to work with, it’s time to make sure know what makes them “tick”.  Taking the time to discover the “hot buttons” of the people you want to reach will greatly increase your chances of building relationships, really connecting and making a sale or lasting business partnership. Doesn’t it make sense to really KNOW who you want to do business with, and what they respond to, so you can offer solutions to their challenges?

Identify the psychographics of each of your ideal clients – pinpoint their unique profiles and personalities – likes and dislikes then review who you MOST want to work with (Hint: you can often model them after people you’ve worked with to create your fictitious ideal client and then it’s easier to speak directly them in your marketing materials etc.).   Here are some things to explore when creating your personal profile of each client.   First and foremost identify who you REALLY enjoy working with. Consider past and present clients. Who was a true joy to work with? If you’re a crime show buff, this is similar to profiling.

Once you’ve visualized the clients you really like to work with consider the following.

• Age· Gender
• Education
• Married or Single
• Children or no children· Profession/occupation· Salary/income
• Hobbies
• Geographic location
• Type of home/lifestyle
• Travel and vacation preferences
• Media they consume (including Web sites, blogs, magazines, television shows)
• Activities they enjoy on their own time
• Activities they enjoy with family…

List anything else you think might be helpful in truly connecting.

Create a persona for your ideal client using the characteristics and preferences you uncover. Once you’ve identified some of the characteristics of your ideal client it makes it easier to craft your copy as if you are speaking directly to them.

Who is your ideal client? What makes them tick? Are you really connecting with them?

Copy is vital to your marketing success BUT if you’re missing this ONE component it can cause your copy to fall flat. Before you begin your copywriting project, you must know who your ideal client is. Gone are the days of being all things to everyone. If you are not really clear about who you’re talking to, your writing will reflect that and it won’t connect.

I often share one of my favorite analogies from my friend and the first high-level mentor I ever invested in, Lorrie Morgan-Ferrero. She says that copy is the DNA of all marketing materials. Think about that for a minute… Imagine stripping away the words from any broadcast radio or televisions script, print ad, brochure, website, billboard, business card… well, you get the idea. As you imagine advertising, marketing and promotional pieces without words you begin to realize how important your copy really is.

If you think “everyone” is your target or prospective market, your copy will be watered down. Vanilla, if you will. Bland copy doesn’t build relationships or capture attention and a broad approach to capturing your market is kind of like trapshooting. Hit and miss. Unless, of course, you’re a sharpshooter or in this case a professional copywriter who can skillfully reach your desired target and help you connect (and even the best copywriters still need you to be clear about your ideal client).

So, give some serious consideration to who you want to reach BEFORE you begin writing. Consider your ideal clients. Hone your marketing skills to become laser focused on who you really want to work with and how you will be of service and benefit them. The bottom line is (and this related directly to the success of any campaign): The more clarity you have about who you want to do business with, the easier it will be to connect with them.

To recap, you must first understand how important copy is, you must identify and profile your ideal client and from there you can begin the process of crafting your content in accordance to your Copywriting Action Plan (follow the link to grab yours) which directly relates to your Content Strategy Plan (also known as your marketing editorial calendar).

The Foundation of business success is your word. Content is vital to the success of any marketing campaign. I’ve seen far too many businesses give their words less attention than they deserve and worse yet they don’t back up their words. Your business success depends on copy more than you might realize.

Your copy is your word. It represents everything about your company, products and services and it should uphold and represent your values, missions and goals.

• The first way you can prepare for success is with a Copywriting Action Plan which helps you determine what you need to write. (my free report helps you get clear on this).
• Once you’ve developed a Copywriting Action Plan, your second step is to create a Content Strategy Plan (this is the how you’ll strategically use your copy and reach your business goals and I do offer a few of these month).
• Third, you’ll eventually need a publicity plan (or a press release strategy and this should be a regular part of your efforts not a fly-by-night — hit or miss attempt) to help you spread your word and get the recognition you deserve.

One of my favorite analogies comes from my friend and the first high-level mentor I ever invested in, Lorrie Morgan-Ferrero. She professes that copy is the DNA of all marketing materials and she is so right. Imagine stripping away the words from any broadcast radio or televisions script, print ad, brochure, website, billboard, business card… well, you get the idea.

Do you have a Copywriting Action Plan?

Social proof and engagement are the name of the game when it comes to building relationships online. The “know, like and trust factor” are vital when clients are determining whether or not they will do business with you.

In general people are getting tired of hyped up sales tactics. They crave genuine connections and relationships with the people they choose to do business with.  It now takes an average of 7 impressions for your marketing message to stick (and it could be even more by the time you read this). This means it’s even more important than ever to be consistent and to deliver your message via the various marketing vehicles available. Your message must resonate with your ideal clients and each of them may respond differently depending on the medium you use.

This means delivering the same message in different ways such as email, social media posts, direct mail, web copy and video and audio messages, is vital to marketing success.

Although audio and video are not new to the marketing mix, the demand for quality and thoughtful messages is increasing rapidly. The random home videos and inconsistent messages we’ve seen to date will be replaced by savvy marketers with well-written and well-produced communications that more appropriately support serious brands and brand loyalty. Because clients are more demanding and discerning it means your marketing message needs to meet them where they are. With this change comes the need for strategic viral media campaigns and professional production guidance.

It’s time to pay close attention to how your business is being represented. The most progressive businesses insist upon carefully thought out plans, production, copy and partners to execute all of their marketing efforts.

•Do you have a plan and are you being consistent with your message?

•Is your message crafted appropriately for each medium you use?

Share your thoughts. I’d love to hear what’s working for you?

Is Social Proof Hurting or Helping Your Business?

Although storytelling and transparency are huge components of copywriting trends, it’s not enough to simply tell your story. You must have buy-in. Consumers must believe your story, resonate with you, and believe that others believe in you too before they decide to do business with you. That’s why social media and social proof are at the forefront of many successful marketing campaigns.

It’s also vital that the story you are telling is TRUE. Authenticity = congruency in marketing. Often when things aren’t flowing your message isn’t a good match for what you are delivering and isn’t resonating with your end-user as it should. Or what you are delivering isn’t what you’re presenting in your marketing message. It comes down to not only accurately portraying what you do but actually doing it.

Including features and benefits in your copy is not enough to fully convince savvier consumers your product or service is for them. Testimonials do help support believability and consumers want social proof that what you offer works. Period.  Often they find this proof via social buzz on Facebook, Twitter, Linked In, blogs and more.

Another great way to build your buzz and enhance your relationships online is to infuse audio and video into your messaging. This is not a new technique; however, the effectiveness is increasing. People want to know, like and trust you and audio and video help make that connection. Although copy truly is the foundation of messaging it can take more than the written word to build relationships especially online. Rather than overlook social media avenues, video and audio consider how they can work for you.

I’d love to hear about your social proof. Feel free to weigh in. How has it helped you?

It’s all about a good story. AND what makes a good story stick is TRUTH. Authenticity, true voice, and focused messaging come as a result of powerful storytelling. Storytelling is not a new technique but it’s being used in new ways. Consumers are now savvier than ever, and they want to know who they’re doing business with. The must know, like and trust you to invest their hard earned dollars.

It’s not enough to have a strong brand anymore. Your brand is still vital and important element of relationship building but it must be supported with your voice to the right people in the right way. You must be more transparent than ever, and let people know who you really are before they choose to do business with you. This concept is hard for some to grasp especially for those transitioning from corporate or “day job” scenarios to the entrepreneurial lifestyle. There’s a misnomer that you cannot mix your business and your personal life and nothing could be farther from the truth when you’re an entrepreneur. Because when you’re an entrepreneur it’s all personal.

It goes beyond storytelling. In addition to a great story you have to have social proof. Although storytelling and transparency are huge components of copywriting trends, it’s not enough to simply tell your story. You must have buy-in. Consumers must believe your story, resonate with you, and believe that others believe in you too before they decide to do business with you. Through your story people may begin to know, like and trust you when you tell your story. They are still more likely to believe you when they have social proof and peer reviews.

Your copywriting efforts and brand must be represented in social media platforms organically with an authentic following to support any messages your marketing, advertising, and promotions are generating. Of course you need solid copy to engage the conversation and then the rest becomes viral. Think word-of-mouth marketing on the Web.

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 business 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?