• Writing CopyConnecting with your customers with consistent communication they can relate to is vital to your marketing success.
    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:

    • How can you best reach your ideal clients?
    • Do you know what they are most receptive to?
    • Can you adapt your current message to change with the evolving needs and wants of your customer?
    If you don’t know the answers to these questions, it’s time for you to start researching and find them. Relationship-based marketing is becoming more prevalent; therefore, you must begin your copywriting quest with real world knowledge to develop strong relationships with your current, future, and past clients.

    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.

    Here are some antiquated copywriting techniques that may no longer work as well as they once did for some marketers:
    *      Hyped-up claims
    *      Overly “sales-y” spiels
    *      Hard-sell tactics
    *      Limited-time offers
    *      Broad-based messages
    *      Scare tactics
    *      Stretching the truth
    *      False claims of scarcity
    *      Over-dramatizing pain and problems
    *      Price-point propaganda

    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.  The approaches I’ve outlined in the bullet points are all areas I identified  in a chapter I wrote in a book many years ago. I predicted  they would be less effective and those predictions came true — Read the predictions here (feel free to download for your reference) AWE_LisaMSBCD

    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. Something else to consider is how you can amplify your results by focusing on passion points instead of pain points.

    Remember, businesses that succeed offer consistency to maintain staying power and communication to build relationships. Is your copy really working for your customers and clients?

    Lisa Manyon is "The Business Marketing Architect" a content and copywriting strategist for mission-driven entrepreneurs. She's the creator of the NEW marketing model for success (as seen in Inc. Magazine) that's changing the way people market today. She specializes in powerfully communicating your marketing message to increase results via Manyon Marketing Web Makeovers, website copy packages and content strategies to effectively market your business. She offers a free Copywriting Action Plan and marketing resources on her award winning blog. Her consulting and coaching is known to help produce million dollar results www.writeoncreative.com/blog

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    11 responses to “Are You Connecting With Your Customers With Consistent Communication They Can Relate To?”

    1. authentic relationships is the foundation of new paradigm business and marketing!

    2. Consumers are more educated than ever before…makes it that much more to be real and deliver on your promises to the best of your abilities. Thanks Lisa!

      Dr. Robert Fenell
      Repetitive Strain Injuries

    3. Sue Painter says:

      I really dislike the “false claims of scarcity” that I see many Internet marketers using. Great article about how to be true in your marketing and what to avoid. Thanks, Lisa,
      Sue Painter

    4. Lisa,
      I’m so glad you are bringing this up and leading other copywriters to quit this tactics. How refreshing!
      Linda
      .-= Linda P. Jones´s last undefined ..If you register your site for free at =-.

    5. Mitch Tublin says:

      Lisa,
      Appreciate your open discussion of these areas. Authentic marketing is the best and carried out in a straightforward and sincere manner.
      Mitch
      .-= Mitch Tublin´s last blog ..George Steinbrenner once stood before me and said… =-.

    6. Trudy Scott says:

      Lisa – really great info! being authentic really is the way to go…

    7. Jenny Fenig says:

      So right on … seems like the tide is turning on the communication front. Authenticity feels good to me!
      .-= Jenny Fenig´s last blog ..Walking the Labyrinth of Change =-.

    8. Marketing today is all about relationships. Consumers and clients want to know, like and trust on a deeper level than before. They have so many options to choose from…why should they choose you or me? It’s not just about benefits, it’s about connecting with them on their terms, using their preferred medium, whether that’s visual, auditory, kinesthetic or “other.” You make it clear that knowing your ideal client and how she wants to receive your message is more critical today than ever. Mahalo for the great post!

      ~Yvonne

    9. Phil Dyer says:

      Here you go with that consistency theme again! Great post, Lisa, and very thought provoking. Looking forward to reconnecting at CBI!

      Phil
      .-= Phil Dyer´s last blog ..Are You Living to Work or Working to Live =-.

    10. Write On as always, Lady! XOXO, Katherine.

    11. Ellen Martin says:

      Hi Lisa,

      Great post as always!

      Thanks for sharing!

      Ellen

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