Write On ~ Creative Writing Services

By: Lisa Manyon www.lisamanyon.com

It’s time to get to the heart of copywriting. We’ve learned your copy (the written part of any marketing material) is the secret to sales success. In previous articles, I’ve demonstrated the importance of headlines, provided four ways to craft headlines and pointed out the need to clearly show your customer the “What’s in it for me.” factor. The real heart of copywriting is your story.

TELL YOUR STORY. The simple truth is facts tell and stories sell. If you’re a corporate type transitioning into a more authentic, entrepreneurial lifestyle, this may seem like a stretch to you. After all, in the corporate world we’re taught to keep our personal life and business life separate. I’ll admit, the notion of infusing more of “me” into my business was a little uncomfortable at first but I’ve found uncomfortable is usually good as it moves on to great things.

That being said, copy is more interesting and human if you can relate to it.

I knew I wanted to do something that was all “mine” and decided to switch gears in 2003. I’d always dreamed of focusing more on my writing, and reading Peter Bowerman’s, The Well Fed Writer, reinforced that passion.

I was working at the premier ad agency in my market and it was a pretty sweet gig but I didn’t see much room for advancement and honestly I was getting really burnt out. Plus, the pressure of deadlines and the environment had me really stressed. And, I was no longer married to my job – I was in a serious relationship so 60+ hour work weeks were not as tasty as they once were. I resigned and Write On Creative was born.

Bound by a two-year non-compete in my market, I looked nationally for connections. Joining the National Association of Women Writers changed my life. It’s where I met Lorrie Morgan-Ferrero and the rest, as they say, is history. Investing in Lorrie’s products, live events, and one-on-one mentorship opened my eyes to Internet marketing (in the true sense – not just fluffy, vanilla brochure websites) and long copy. Meanwhile, I was working a “day job” in a utility call center – the pay was great the company took excellent care of employees but it was a means to an end. A security blanket while I built my real business. Once I realized my “security blanket” was actually holding me back, I let go completely and Write On Creative has been my sole (or maybe soul) focus… Today I work with clients across the nation to create compelling copy, marketing strategies and provide one on one accountability coaching. I’m thrilled to do what I love and assist entrepreneurs, solopreneurs and internet marketers achieve their dreams. I’m forever grateful for the moments of “uncomfortable uncertainty” that propelled me towards my life purpose. Sure there’s more to the story but this has piqued your curiosity, hasn’t it?

Are you living your purpose?

What kind of stories can you tell about your business?

How can you infuse your marketing with your story to truly connect with your ideal clients?

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By: Lisa Manyon www.lisamanyon.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.

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?

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By: Lisa Manyon www.lisamanyon.com

By now you should know headlines are the most important part of copy. At least when it comes to drawing your readers in and keeping them interested.
? 
Here are four quick ways to craft compelling headlines; offer a solution, tell readers how to do it, ask a question or give a quantifiable number. All of these techniques draw your customer in, engaging them in the sales process.?  Since headlines are so important, it’s suggested (and often practiced by copywriting experts) that you should write 50 to 100 headlines before choosing the right one but this isn’t always possible (unless you have the Red Hot Copy Headline Creator -which I highly recommend) – especially when you’re in a rush. Here are four ways to supercharge your headlines in a hurry. Remember these are starting points – you’ll want to juice your headlines up even more to excite and entice your readers.

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By: Lisa Manyon www.lisamanyon.com

So, you’ve already determined your copy (the written part of any marketing material) is the secret to sales success. Now, let’s take it a step further.
Do you know what people read first – practically EVERYTIME they read your copy?
It’s your headline. Studies have shown that your headline is the single most important part of any of your marketing, advertising and promotional materials. Think of it as your welcome mat, the tidbit you throw out there to entice people to want more.

Here are two quick examples:

A) Would you like to earn more money?
Chances are this question piqued your interest if you’re motivated by money.

B) How to make the world a better place in 5 easy, proven steps.
If you’re conscious entrepreneur, this may have piqued your interest.

These headlines could actually both use some more sizzle, but do you see where I’m going with this? You not only have to pique interest, you need to know who you’re talking to and what motivates them or your readers won’t take the next step - and in the case of copy – that’s moving on to read your offer and the ultimately purchasing your product or service.

Headlines should illustrate an immediate result, solution or benefit and leave your audience wanting more. In fact, you headline should stand alone – make a statement of its own and lead your audience into the content. Create headlines to draw your audience in and then keep their interest with strong sales copy.

How strong are your headlines? Do they draw your readers in and leave them wanting more? Review your current copy with a fresh eye. Are your headlines working for you?

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by Lisa Manyon:?  www.lisamanyon.com

Want to know how to make your marketing even more effective? Interested in discovering how to get more return on investment for your advertising? Are you wondering why your promotional and marketing materials don’t pack the punch you had hoped they would?

First I’m going to share the secret to sales success. Then, we’ll dive into the 5 key reasons this secret (which really isn’t a secret) is so important. Then maybe you can re-evaluate how you’re handling things.

The secret to sales success is your copy; the written part of any sales, marketing, advertising and promotional materials. That’s right; copy is the KEY component to increasing sales.

The best illustration of how important copy really is was shared by my good friend and mentor Lorrie Morgan-Ferrero. She explains that copy is the DNA of all marketing materials. I have to agree.

Imagine stripping all of your marketing materials of words. How well would your website, brochure, print ads, sales letters, press releases or broadcast scripts work without words? Not very well.

Here’s one of the biggest mistakes I see business owners making. Sometime you’re tight on time, maybe your deadline is rapidly approaching, and you don’t really want to write your copy. So, you either hire a mediocre copywriter at the last minute or you stuff your campaign (if we can even call it a campaign) full of fluff that merely fills space. Then you wonder why nothing happens… I’m really not trying to pick on you here. We’ve all done it. But, it really has to stop if you want to succeed.

Listen, you are not alone and honestly I know how busy you are. Sometimes you simply don’t have the time to do everything you have to do in your business. This includes paying closer attention to your marketing materials. We all wear multiple hats and one of the most important is the marketing hat. So, why is it we allow ourselves to neglect this important role?

There are 5 key reasons your copy is the most important aspects of your sales success.

1) Although it’s been said a picture is worth a thousand words, a picture alone isn’t going to sell very effectively. Your products or services (or more aptly put, solutions) need to be supported with clever copy. It’s, of course, a great idea to include artwork in your ads but it’s vital to REALLY focus on painting the big picture with wordsmithing talents.

2) Your copy is WAY more than just words. You cannot simply throw just any words into the mix and expect to make sales. Your words (copy or content) need to be carefully selected to build consumer trust, loyalty and ultimately win sales.

3) Your copy is all about relationships. The days of the hard-sell are over. Consumers are savvier than ever. They want more and they expect more. By carefully crafting your copy to build relationships you’re one step closer to closing the deal.

4) Your copy is an extension of you and your business. Think about that for a minute. What you say is just as important as how you say it. What are you saying?

5)? ?  Your copy allows you to offer a solution and really make a difference. When you approach your copy with a new attitude of service and sharing it’s easier to offer the solutions your customers are looking for.

I firmly believe everyone in business should have a solid grasp of the importance of copy regardless of if you plan to write it yourself or not. This means doing a little research, choosing mentors to study, paying close attention to what works with your copy and finally choosing the right copywriter for your business needs.

Your copy counts and actually your sales count on your copy. Speak directly to your core customer in language that motivates action and increases results. What is your copy saying? Take a minute to review your marketing today.

Technorati Tags: copy, copywriting, marketing, advertising, Lisa Manyon, sales, increased sales, www.writeoncreative.com, www.lisamanyon.com, marketing materials, copywriter

by Lisa Manyon: www.lisamanyon.com

(Photo of Viki Viertel of Digital Buddha Studios)

While audio and video are not new to the marketing mix, the demand for quality and thoughtful messages is increasing rapidly. Personally, I believe quality video and audio are an integral part of maintaining brand integrity.

Here’s what I mean. As business owners we put a lot of time, thought and research into creating our brands. Some marketers own a personal brand, others a corporate brand and really savvy marketers embrace co- branding.

To break it down further I’ll give a layman’s definition of a brand.

Brand: The overall impression and experience that your customers receive from your business.

This definition seems to demystify the concept of branding for most people. Simply put your brand is an extension of your business and your brand integrity is EVERYTHING you do to enhance your customer’s experience.

Brand integrity extends to your logo, marketing, copy, website, ads, social networking, shopping transactions, audio and yes, your videos.

We’ve all seen random home videos with inconsistent messages, poor lighting, clutter filled backgrounds and more…You know what I’m talking about. And, while some of these videos may be generating some results. What people aren’t saying (at least to your face) is how the shoddy productions are affecting brand integrity which is a true disservice to your customers, your particular industry, the creator of the video, your business and your brand.

I’m not suggesting that videos and audio shouldn’t be used. I’m just suggesting that if you’re going to infuse your brand with visual imagery it should really support your brand integrity. Sometimes that means investing in your brand by hiring video experts or at the very least quality home video equipment (it doesn’t have to be super expensive but it does have to capture you in your best light).

Incorporating video and audio in sales letters and other marketing materials creates a demand for copywriting to support social networking, internet marketing, radio, podcasting, television and viral video efforts in a way that also maintains brand integrity. So, when you’re exploring your video options make sure you’re paying just as much attention to content as you are quality.

It just makes sense that audio and video, when done correctly, results in increased sales, supports brand loyalty, builds stronger relationships and enhances your brand reputation. What are you doing to enhance yours?

Take Action Challenge:

Take inventory of your brand integrity today. Ask yourself:

?· Is everything I’m doing for my business enhancing my customer’s experience?
?· Have I created any marketing, advertising or promotional materials that compromise my brand integrity?
?· What one thing can I do today to enhance or repair my brand integrity?

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By: Lisa Manyon www.lisamanyon.com


Even expert copywriters find inspiration in the work of others. In fact, most use swipe files and formulas. It’s perfectly ethical to review and model your copy after other proven and successful campaigns. However, it’s absolutely imperative to put your own creative spin on the ideas you borrow. It’s never okay to copy work word for word. That’s plagiarism and it won’t get you very far. In fact, it can land you in really hot, legal water. So, swipe smartly.

When creating your swipe file you’ll find swipe material in your mailbox, inbox, magazines, trade publications and more. Think about the copy that draws you in and keeps you reading. Hold on to those marketing materials and keep them tucked away in your swipe file. Then when you’re stuck, pull your swipes to stimulate your next great idea.

I urge you to collect marketing materials in your industry and study them carefully. You’ll also find brilliant ideas from other industries that you can modify to fit your own marketing.

When reviewing your swipe files, notice the formulas different copywriters use. Note the varying styles and learn from them. Paying close attention to the writing styles of other pros will greatly improve your own writing.

Here are some things to look for:
?€¢ Does the content successfully connect prospects with the next logical step?
?€¢ Does the content solve a problem or offer a solution?
?€¢ Does the writer tap into hot buttons to compel action?
?€¢ Can you create a new voice based on materials you’ve studied or perhaps improve your own voice?
?€¢ Is there a unique angle used in another industry that can be modified to create something new and innovative for your industry?

In addition to swipe files it’s a good idea to have tried and true copywriting resources on hand.

Three of my favorites are:
Words that Sell by Richard Bayan
Phrases That Sell by Edward Werz and Sally Germain
Hypnotic Writing by Joe Vitale

Remember, it’s perfectly acceptable to get ideas from the writings of other but never PLAGIARIZE. Use swipes for inspiration and find your own voice to speak for your product or service.

Take Action Challenge: Look through your junk mail and take time to actually read the information. Collect trade magazines and other publications of interest. Take time to study the content then consider ways you can modify the approaches of others to position your business more favorably.

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by Lisa Manyon: www.writeoncreative.com

When you’re ready to tackle your next copywriting project these POWER Points will help you get focused. Writing is a process and believe it or not there is a method to the madness. Whether you plan to write your own copy or outsource these POWER Points will kick start the process.

There are nine key questions I ask before considering any copywriting project. And this is just the beginning of the process. Once a client has invested in my services we go through a deep process of evaluating copy needs with a customized questionnaire. Some clients are even resistant to the process because it really makes you think about your business and direction.

However, these POWER points set the tone and direction to get started. Consider your next copywriting project. Now consider the following questions and jot your answers down.

1) Who am I talking to?

2) What is the main point?

3) What motivates my audience about this business, product or service?

4) What makes my business, product, or service unique?

5) What does my company, product or service do better than the competition?

6) What’s my niche?

7) What do I hope to accomplish with this promotional marketing piece?

What do I want the finished product to look like (postcard, brochure, catalog, direct mail, letter, print ad, etc.)? How will I use it? Who will receive (see) it and how or where?

9) Do I have a positioning statement, slogan or tagline for my company’s promotional materials? If not, should I consider creating one?

These POWER Points should get your creative juices flowing. Answering the questions will help you analyze key points and angles to include in your next copywriting project. Again, this is just the tip of the iceberg when it comes to going deep to really connect with your customers.

Take Action Challenge: Consider your next marketing piece. How will you use the answers to your POWER Points to better connect with your customers and prospects? Make a list of your ideas and get started today or offload the project to your favorite professional, copywriter.

Technorati Tags: copywriting, marketing, Lisa Manyon, www.writeoncreative.com, professional copywriter, promotional materials

By: Lisa Manyon www.lisamanyon.com

What are you asking?
One of the best pieces of advice I can offer when creating copy is to always include an offer, otherwise known as a call to action.

What do you want your customers to do? Don’t assume they’ll come to your website or storefront just because you’ve told them you’re there. Results driven advertising, marketing and promotions take more planning and effort than an “If I build it they will come” approach.

Give your prospects and customers a reason to support your business. Invite them in to your storefront, request they visit your website and be sure to ask them to take action by giving them a compelling reason to do so.

What are you “asking” your clients and prospects to do?

How often do you see a billboard, print ad or webpage that makes you scratch your head and wonder “what was that all about?” Think about radio and television ads for a moment. Do you ever wonder why advertisers invest in the so called clever and catchy campaigns with no clear message?

Advertisements designed to build top of the mind awareness without any clear call to action are called institutional ads. I’m not saying they don’t have their place. If you have an unlimited budget this can be effective. I’m simply making a case for the use of direct response tactics in all of your marketing efforts. Direct response ads get better results. They promote action. Isn’t that what marketing is really all about?

Take a moment to consider the types of marketing or advertisements you personally respond to. If you see an ad on television that is unclear do you immediately gravitate toward the brand being featured? Probably not. On the other hand if you see an ad with a specific offer, perhaps a solution to a problem you’ve been experiencing or an item that fills a need you have right now you’re more likely to take action.

Here’s an example: If you’re reading this article in Manyon’s Musings, at some point you decided to subscribe to my ezine. You were probably intrigued by the offer to deliver savvy marketing insights directly to your inbox at no cost to you. Undoubtedly you wanted to learn more about copywriting and marketing. I trust I’m delivering satisfactorily or you would have unsubscribed by now.

On the other hand if you’re reading this article on my blog, you may not be a subscriber yet. In that case I’d like to invite you to claim your gift subscription to Manyon’s Musings. Each month you’ll receive Savvy Marketing Insights delivered right to your inbox at zero charge – valued at $97 per month. Simply click on the “Grab Your Free Stuff” button in the top right hand corner of any page on my blog.

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By: Lisa Manyon www.lisamanyon.com

Word choice is a vital component of the copy for your marketing, advertising and promotional materials. In fact, your copy can make or break your sales efforts. I always say “copy counts and actually your sales count on your copy.”

The best illustration of how important copy really is was shared by my good friend and mentor Lorrie Morgan-Ferrero. She explains that copy is the DNA of all marketing materials. I have to agree.

Imagine stripping all of your marketing materials of words. How well would your website, brochure, print ads, sales letters, press releases or broadcast scripts work without words?

Although it’s been said a picture is worth a thousand words, a picture alone isn’t going to sell your products or services as effectively as when pictures are accompanied by clever copy.

Let’s take the importance of copy a step further and discuss word choice. It’s best to use words people will readily understand in your copy. After all, your copy should connect with your customers by speaking their language to move them towards the sale.

Not only is it important to use words people understand. It’s equally important to choose your words wisely. Words have different meanings to different people. That’s exactly why it’s vital to consider your choice of words carefully.

Here’s an example:

Would you rather do business with the oldest garage door company in town or the most experienced garage door company in town?

“Old” can seem less desirable, even behind the times.

“Experienced” positions a business as an authority.

Would you rather work with a Realtor who wants to sell you a “house” or help you find your dream “home”?

“House” is a word that can seem generic.

The word “home” is warmer and connotes a much friendlier feel. Notice how using the term “dream home” increases the warm and fuzzy feeling even more.

As you can see, words definitely have different meanings to different people. Plus, the way you arrange words can impact your results, too.

Here’s another example:

Consider using the word “bonus” instead of “step” when it comes to referring to blended families. Bonus mom or bonus child each have a much more appealing ring than stepmom or stepchild (remember Snow White?).

Take Action Challenge:

Consider your industry, products and services and most importantly the people who are interested in what you have to offer. What words do you use to describe your offerings? Could you use an alternate word or synonym to make your marketing materials more effective and really connect with your clients?

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