Posts Tagged ‘marketing tips’

Every day we are surrounded by marketing messages. There's no getting away from them; they're on the  TV, in magazines, on the radio, plastered along the sides of buses, taxis, billboards etc. everywhere you look, everywhere you go, someone is trying to sell you something. There lies the problem for marketers: with so many messages out there, how do you get yours to stand out and be noticed? That particular feat comes down to the presentation of your information. As a copywriter, my focus is always on the message, but colour, graphics and layout also play a big part in the way an advert or message is received. Information presentation Here are my top 5 things you can do to make sure your message isn’t ignored. 1. Verb Don’t worry, I’m not about to launch into a grammar lesson. But starting your heading with a verb instead ...

Copywriters, in a strange way, are a lot like doctors. We use our skills to find someone's pain point (a challenge they are wanting to overcome) and to help them overcome it by offering them the panacea they've been looking for (the product or service that will resolve their issue). Diagnosing their pain and removing it is all it takes to make a sale. Regardless of whether you're writing for a B2B or B2C market, every consumer has a problem they are looking to solve. After all, if they didn't they would be on your website or reading your brochure looking for a cure. Pain as a motivator Pain is a motivator. If you touch a hot iron, you'll be quickly motivated to move your hand. It's the same in sales. For consumers, it's things that will make their lives easier, make ...

This post originally appeared on our other blog, www.freelancecopywritersblog.com, but we also wanted to share it with you here.   The written word is a powerful tool when used correctly. The effectiveness of all your written marketing communications, whether they are web pages, blog posts, white papers, case studies or brochures, relies entirely on engagement. If they don’t strike a chord with the reader they will have little or no effect. Writing marketing materials within your organisation can often lead to text that is full of jargon, unclear and downright boring, which will reflect the reader’s perception of your company. And that’s not good. Yes, I know what you’re thinking – you’re a copywriter, you’re going to say that aren’t you. Yes I am, and I make no apology for it. And that’s because over the years I’ve seen a lot of marketing materials produced in-house and, pretty much all of it (with ...

How on earth can you sell without selling? Well, if you want to sell well, it's a concept you need to get to grips with. You see many companies that write their own marketing materials tend to do one of two things: Create content that's full of 'we' Write a blatant sales pitch that tells the reader to BUY RIGHT NOW OR ELSE The problem is, your reader isn't going to buy from you just because you tell them to. They want to be wooed and comforted that your product is just what they've been looking for and that their lives will be so much better if they owned it. When companies take the direct approach, they usually end up listing the features of the product, announce now utterly amazing and brilliant their product (without any reason as to why ...

Tight copy? Does that mean writing: Nope. Tight copy is a way of writing a clear sales message that's to the point - i.e. no superfluous waffle. If you fill your copy with unnecessary adjectives and go round the houses before getting to the point (i.e. selling the product/service you're writing about), your copy isn't going to be very effective. That's why, before you get started, you need to plan what you're going to write. Consider: What you're selling To whom you're selling Why you're selling it What you want your reader to do Once you have that straight, you can start to write.   Keeping your copy tight As a copywriter I spend most of my time creating tight copy, so here are a few tips to bear in mind before you start writing. 1. Declutter Everyone adds in unnecessary words when they write. But you're unlikely to spot them until you read your copy back ...

Have you ever wondered how a copywriter is able to write about lots of different things? Every day they write copy about a vast range of products, services and industries, convincing the public to buy things. They must be creative geniuses with massive brains to store all that information. Of course, they could also be great researchers.   How to research your way to genius status When you think about a copywriter's day, you probably visualise them sitting in front of their computer writing. And that's all  they do until it's time to go home. Wrong. When starting a project a copywriter doesn't write straight away, before that happens they have to research. If someone asked you to build a house,  you wouldn't just rock-up at the site and start laying the foundations. You would have meetings to discuss the type of house ...

The one thing stopping a lot of people offering a guarantee is the though that, if they do, loads of people will use it as a way of getting their money back, which will cost a fortune. True, there may be one or two people that do that, but by offering a guarantee you will be rewarded with far more benefits that if you don't. Advantages of offering a guarantee The prevalance of internet scams has caused people to be very sceptical about online retailers. People buying from High Street shops have the added peace of mind of knowing they can easily return items should things go wrong. But when buying from the internet that isn't the case. Plus, too many internet companies make it very difficult for customers to get in touch with them when things do ...

Q: Should you be using social media? A: Yes. Q: Should you be selling through social media? A: Yes. Q: Should you be connecting and engaging with your customers/audience through social media? A: Yes. Yes, social media is a great way to connect, engage with your customers, find new clients and promote your business. But many businesses fall at the first hurdle because they use it solely as a promotional tool. By constantly tweeting or updating fans about your latest promotions, news, what you're up to and a few more promotions, you'll lose followers hand over fist. Why? Because you'll come across as being 'spammy'.   Social media as a marketing tool   Through social media you can encourage people to sign up to your newsletters, promote your eBooks and give-aways and encourage them to visit your website. But if that's all you do, people will get fed ...

For those of you who are still not convinced about having your business on Facebook, take a look at a few of these stats that show the levels of engagement with customers you could be enjoying: Worldwide, 175 million people log onto Facebook every day 66% of comments on company pages are from consumers (34% are from other businesses) 35% of consumer comments on company Facebook pages are compliments 8% of consumer comments on company Facebook pages are complaints 17% of company responses to consumer comments call consumers by name 15% of company responses to consumer comments invite further conversation 89% of consumer replies on company Facebook pages go unanswered Stats from Socially Awkward Media Having a business page on Facebook makes sense as it's where your customers hang out. So, if you want to engage with them, you've got ...

When you think about PR, do you instantly picture overly-made-up women in expensive designer suits air kissing whilst handing out expensive glossy magazines? Or, perhaps it's the excessively expensive inches in newspapers and trade magazines that first springs to mind. Well, to be honest, PR isn't really about either of those and it doesn't have to break the bank. In truth, PR doesn't even have to cost you a penny. Want to know more? It's who you know PR doesn't have to be expensive and it can even be free. All you need to do is to get to know people and build a few relationships. Dealing with the press first, in your industry there is bound to be a magazine or two that you can get in touch with. Chat with the editors, offer an article or two for their publication or ...

Nothing stays the same, especially Google. As an internet marketer, you'll understand the need for keeping up to date with the latest techniques and news if you are to keep your website in the eye line of your customers. Google changes it's search algorithms, not to be difficult, but to improve the quailty of its search results. Here's what Google said about the latests change: “The “Panda” algorithm change has improved rankings for a large number of high-quality websites, so most of you reading have nothing to be concerned about. However, for the sites that may have been affected by Panda we wanted to provide additional guidance on how Google searches for high-quality site. Think about… Would you trust the information presented in this article? Is this article written by an expert or enthusiast who knows the topic well, or is it shallower in nature? Does the site have ...

A newsletter is a great way to keep in touch with your customers and add value to your relationship with them. But what on earth do you put in them? How do you keep your subscribers engaged? Here are a few pointers: 1. Timely Tying your newsletter content in with topical events is always a great way to get your new to resonate with your readers. Make sure your content is relevant to the audience you are writing for, your industry and what's happening around you. 2. Problem solving Every issue should offer some sort of help and advice. 'How to' articles, top tips and general advice will add value to your relationship with your readers. Because you are not using your newsletter as a pure sales tool, your readers are far more likely to remain subscribed if they know you will continue to provide them with valuable information ...

If you automatically answer to the question - why do you have a website? - is... Because everyone else has got one ...you could be in trouble. Yes, being in business today means you are expected to have a website, but that shouldn't be the only reason for its existence. Your website must have a purpose; one that will be of benefit to you and to your customers. The benefits for you Being on the web with an effective website (that means one that actually works rather than one that just looks nice) means you can: Save time because it should provide the answers to most of your customers' questions therefore freeing up staff Be a source of information 24/7 Be optimised so people can find you online Use it to publicise your latest news and events Show off your products and service to one and all sell online That's just off the top of my head - your website should make ...

How far can your marketing budget stretch? You have to keep your website updated, brochures current, email marketing, article writing...the list is endless. All these things take time and money, but what if there was something you could do that would provide you with a load of free publicity? What about your PR? Even though print marketing is being to die a death, don't ignore the power of the press. I'm not talking about advertising space though. Just think of the publicity you would get through an interview, quote, editorial piece or a feature in the 'right' magazine. This type of content can be very powerful and here's why... 1. Low cost Getting a press release professionally written for you is a lot cheaper than paying for advertising space. Plus, if accepted, you could end up with a feature about you with a web link. That's ...

When it comes to search engine optimisation strategies, there are a number of elements that must be addressed: Keywords Well designed website Title tags and META Descriptions SEO copywriting Links The first 4 are all vital to your SEO success, but number 5 is possibly even more important. Your link building strategy is the engine that will keep your SEO campaign going. Harness some Google love Building links is, quite possibly, the most important on-going SEO element. Each link to your website acts like a vote to its authenticity and relevance. Therefore, the more you have, the more Google will love you. That doesn't mean you can rush out and get any old links - the process has to be done consistently, over time. Short cuts (such as link farms and paid linking) will be frowned upon. Every link must be genuine and relevant to your website. By the way, if you think Google won't bother checking ...

Do you remember the days when marketing your business involved taking out an ad in a magazine or local paper. It was great wasn't it? Your little box snuggled up against all your competitors' little boxes. Then of course there was the humble mail shot, not to mention the dreaded cold calling. You'd spend hours and hours going down your list of phone numbers, repeat your well rehearsed opening pitch, desperate to hear a 'yes' rather than the usual '***!!!####'. Those were the days. Thank God you don't have to rely on that type of marketing anymore. When I started out as a copywriter, I vowed I would never resort to cold calling. I don't know about you, but I hate it when my evening is interrupted by a sales call. How dare these people phone me, uninvited, to try and sell me something ...

If you have email, you get spam - it's a part of life. Everyday we are inundated with emails pretending to be from banks, building societies, the Inland Revenue and the FBI not to mention the constant plague of Viagra sales. There is also a constant (and rather annoying) stream of emails from SEO companies who claim to be able to get you on the front page of Google for just about any term going. Considering the number that constantly appear, it's a pretty safe bet that someone somewhere is falling for their over hyped sales patter. If you're tempted, don't, and here's why. Learn to say no Every one of these emails will claim that the company has superhuman SEO powers. Many will even claim to be able to work their magic for a miniscule amount, probably less than what you're ...

Social media is a powerful marketing force. Most companies today realise this and have embraced it with open arms. But others are still needing a bit of encouragement. There are a number of big bosses out there who are yet to be convinced by its potential. They seem blind to the potential market it could open up for them sinply because: It's too much like hard work They don't have the time to 'play' with it They don't believe their customers are using social media so why should they? They think they can't monitor its effectiveness But many of their employees can see the benefits. So if that's you and you have a particularly archaic boss who needs a nudge to move out of the Stone Age and into the Social Media age, read on. Making you boss see the benefits of social media The ...

    Google has been a God send for shopaholics everywhere. No longer do you have to spend hours trudging around over-heated stores. Now, you can sit and relax in the comfort of your own home and shop to your heart’s content. But as an online business, are you making the most of these leads when they come to you? Considering how most people shop today, once they’ve fired off an email to you, they will want a reply ASAP. So how quickly do you respond?   According to a recent survey by Insidesales.com and Omniture, it would appear that you don’t respond very quickly at all: Average email response time: 19 hours, 31 minutes (the optimum response time should be within an hour) Average phone response time: 36 hours, ...

  You’ve worked so hard with your search engine optimisation strategy. All that blogging, article writing and, SEO copywriting and, rather expensive, SEO tweaks to your website structure have finally paid off. Proudly, you show everyone your website on the front page of Google for your chosen keyword. Fantastic, but before you head off to the pub to celebrate, there is a wee problem. Yes, your website is ranking superbly, but your analytics (and inbox) are showing that you have no traffic. Is that right? Can you really have a well ranking website, but not have any traffic? What’s gone wrong? Yes, it is possible for this to happen and it’s more than likely due to one of these reasons: You’re not really ranking at all Your keywords aren’t delivering (because you’re targeting the wrong ones) You’re simply not attracting the all important click Those ...

  Once upon a time, customers could only get in touch with you by telephone, letter or by visiting your premises. If they were unhappy, they’d probably moan about you to a friend or two and you’d be non the wiser. How times have changed. Now, if they’re unhappy they’ll tweet about it or post in on their Facebook page. Before you know it, the whole world will know they received bad service. That’s why, as a business, it’s vital you’re using social media. How social media can be used to your advantage If there’s one thing everyone loves, it’s to talk. By listening to social media channels, you ...

  Yes, I know – if you could answer that, marketing your business would be a doddle. You’d be able to second guess precisely what they want, provide it for them and keep them happy forever. That’s a nice dream but it will never be a reality. The dilemma is that your products and services have to fit the needs of your customers – if they don’t, they won’t sell. One of the biggest mistakes businesses make is to believe that their customers want what they want. Let’s think about that for a second. I enjoy going to the gym, watching F1 and going out to dinner. So does that mean ...

  Keeping in touch with your customers will set you apart from your competition. All too often businesses take your money and wave goodbye. But they’re missing a trick. Regular contact with your customers (and prospective customers) is vital because it keeps you in their mind when they’re in need of your products or services. An effective way of doing that is by producing a monthly newsletter. Newsletter content Many businesses stumble at the first hurdle because they don’t know what to include. Your newsletter can be used to convey great information, industry updates, special offers, announcements, helpful hints—anything that will add value to your customers. Of ...

    Does this look familiar? This is the Google 10 box that appears at the top of your search results. It shows 10 local businesses that relate directly to your search term (so in this case it is builders). Ever wondered how companies get listed here? Or haven’t you given it much thought because you thought it was bound to be expensive? Well here’s a news flash for you – your Google Local listing is free. If this is old news to you and you’ve already claimed yours, well done you’ve taken the first step to boost your online visibility. But how are you using it? Have you just claimed it and left it at that? This listing is a great free ...

  The first thing your website has to do is engage your reader. Granted, the design of your site and its copywriting will go a long way to persuade your reader that you are the company for them. But how about getting a bit more personal? Be visual with video More and more companies are using the power of video within their websites. It seems to be one of those things you either love or hate. But if you’re undecided here are a few things to think about. 1. Getting personal A corporate video (especially if you’re on it) is a powerful way of conveying your ...

  Email marketing is an excellent way to your message out to potentially thousands of people instantly and relatively cheaply. But if you don’t do it right your emails will simply be deleted and remain unopened. So successful email marketing doesn’t start when you begin to compose your email copy, it starts when you begin to devise your strategy. You do have a strategy – right? Step 1 – Back to basics At this point in the process you’ve made the decision to start an email marketing campaign. Great, so what’s next? Well, before you start writing there are a few things you need to think ...

  Your list is one of the most vital parts of your email marketing campaign.It doesn’t matter how great your offer or sales message is, if you don’t send it to the right people, it won’t work. The quick option is to buy in a list but how can you be sure it is the right audience for your offer? Surely the best way to optimise your campaign’s chances is to use a home-grown list that you’ve developed over time from an interested audience. So how do you get started? Well it won’t be a quick process. Building your own quality list will take time. It ...

  Most people see press releases as off line marketing tools. But that doesn’t mean you should lose sight of the fact that they can also be published on online press release websites. The main advantage of that is that where printed press releases appear for just one day and then become someone’s chip wrappings the next, online press releases will be attracting a new audience for months or even years after its original release date. That’s why you should always write your press release to include your main keywords so it will continue to attract the audience you want. Although it is important you still follow the usual rules of press release writing. The usual rules apply Your press release should still: Be regarded as newsworthy rather than a thinly veiled advert Be ...

  Online marketing – love it or hate it, if you’re a business owner you have to get to grips with it. As the vast majority of the population use the internet to search for products and services these days, if you you don’t have an online presence you will be missing out on a massive marketplace. But that doesn’t mean you can just lob any old website into cyber space and people will come running with open wallets. Being online badly can seriously damage your business The first thing to remember when starting out in the online world is that the internet isn’t a static entity. It ...

  If you a business owner today the likelihood is that you dabble in email marketing, or at least have started to think about it. Email has opened up a new and effective way of keeping in touch with your customers quickly and relatively cheaply. You can use the emails to give great information, keep them up to date with industry news as well as new products, services and offers. It only takes a few seconds to communicate with thousands of people. Because email marketing is a hot topic, I have written numerous posts about it, such as: How to build your email marketing list Email marketing – Welcome How to be an email spammer