• You are under the category: Copywriting

    December 19, 2011

    The purpose of your Copywriting Action Plan is to get clear on how to best connect with your ideal clients and identify the marketing materials you’ll need to do that. You’ll need a content and messaging strategy for your online marketing and offline marketing efforts as well as your advertising including traditional media if that’s part of your mix (think radio scripts, billboard slogans, signage, television scripts). Here’s a bit more about the difference between marketing and advertising. Although marketing and advertising channels change, there are two things that remain consistent. In order to succeed, your business must have A clear marketing message A marketing plan and strategy (this can include advertising and should to be comprehensive) That’s why it’s important to create a Copywriting Action Plan (a list of everything you need to write to support […]

    Posted in Content Strategy, Copywriting | 17 Comments
    October 25, 2011

    Have you ever had an experience where you realize you’re not being as clear as you could be? This happened to me at a recent business retreat in Arizona. I was meeting with eight of my most trusted colleagues in a private mastermind meeting.  I love meeting with this group because they give me clear perspective on my stuck spots and beyond and they are all wildly successful.  We meet several times a year and we each get an hour to focus on our business direction and get valuable feedback. Anyway, instead of focusing on what isn’t working or what I’m stuck on, I decided to focus on what is working. It just made sense to focus on something I know is working so I could get fresh perspective and ideas around how to make it work […]

    Posted in Copywriting, Manyon's Musings, Marketing Strategy, Planning and Strategy, Web Strategy | 14 Comments
    October 5, 2011

    It’s important to tell your story to increase results. You may have heard the saying “Facts Tell and Stories Sell”… This is especially true when it comes to copy. Facts are definitely important and you’ll want to be truthful in any copy you create. Facts educate. Statistics can also be helpful (think data and figures) and you can weave them throughout your copy. Just remember who you’re talking to and how your audience responds to information. You must tell your story to increase results. Studies have shown men tend to be more interested in facts and figures. Women tend to connect emotionally on a relationship basis. Of course this is a general statement and I firmly believe a blend of facts, statistics and emotions should be incorporated in most copy.  To really connect you’ll also want to engage […]

    Posted in Copywriting | 12 Comments
    August 28, 2011

    Do you know how to select the right copywriter for your projects? One of the best pieces of advice I can give any entrepreneur, business owner and marketing professional (remember, if you’re in business you’re a marketer) is to invest in your copy wisely. This means making sure you’re crafting effective messages that move your prospects to take action and support your overall marketing strategies. Often, this means outsourcing your copywriting to a pro.   So, once you’ve carefully reviewed your current marketing, advertising and promotional materials and created your content strategy plan, it’s time to make an important business decision. Will you outsource to a professional copywriter or write your copy yourself? While it’s been said that copy is one of the most expensive items to outsource, I have to challenge that a bit. I believe it […]

    Posted in Copywriting | 9 Comments
    July 24, 2011

    Where is your message going to be seen or heard? This is an important question to consider BEFORE writing a single word. Consider the medium or channel of placement and this will help you create a content strategy to support your overall marketing goals. Will you reach your audience via radio or television broadcasts, viral video marketing, billboards, online marketing via blogs or websites, direct response mailings, email, trade publications, newspaper ads, press releases, social media or some other method? Knowing your delivery method is crucial to deciding the length of copy. Do you need a long sales letter to speak to already qualified leads? Is a short, pithy ad in order? Or, is this a campaign requiring a skillful balance of long and short copy? Perhaps you need social media posts that pack a big punch […]

    Posted in Content Strategy, Copywriting | 8 Comments
    April 18, 2011

    You’re probably familiar with the acronym WIIFM (what’s in it for me).  If you’re not familiar with it, it’s time to consider how you can turn your prospects into paying clients or customers by shifting your focus. As a business owner WIIFM is 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 […]

    Posted in Content Strategy, Copywriting | 15 Comments
    March 8, 2011

    Copy is vital to your marketing success BUT if you’re missing this ONE component it can cause your copy to fall flat.  Here’s what you must know before creating your copy. 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. […]

    Posted in Copywriting | 15 Comments
    January 18, 2011

    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. It all begins with a thought, the inkling of an idea (this could be the start of your business, business plan, marketing plan or even publicity plan). When thoughts are put into writing, words turn ideas into action. IF it’s done right… With that being said, you better make sure your word is good AND that you follow through on […]

    Posted in Copywriting | 17 Comments
    December 14, 2010

    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. Audio and video effective in connecting with your prime prospects to build relationships and convert them to payming customers/clients. 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 […]

    Posted in Copywriting, Marketing Strategy | 11 Comments
    October 7, 2010

    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 and brand image 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 […]

    Posted in Copywriting, Image and Branding | 19 Comments