Apr 10, 2020 | Content, Marketing
It can be daunting to create copy that coverts for your business, because you don’t want it to be boring, unprofessional or ineffective. So it’s easier to avoid it altogether!
Which is why I’ve created this article to give you the steps and confidence to write brilliant copy that converts and connects for your business, so you can grow and thrive in your business.
1. What are you trying to achieve?
When writing copy that converts think about what you are trying to achieve. Your objective will help you to clarify what information you need to get the result you want, so start with the end in mind. Do you want to educate your customer about a particular topic?
Persuade them to book an appointment, or download your e-book? Once you know what you’re trying to achieve, you can reverse-engineer you content to get there.
2. Know who you are writing for
If you speak to everyone, no one will listen. So speak directly to the person you are targeting so that your copy can convert.
Get to know her, who is she, what’s her lifestyle, what keeps her awake at night? These insights will allow you to speak directly to her. When you tap into and use the specific words she uses, you create a stronger connection. Connection then conjures trust, and trust creates sales.
3. Think benefits, not features
With copy that converts emotions make sales, logic bails. Of course, tell them about the product or service they will receive, but not first, or in too much detail. Instead, tell your customer how it will change their life, what your product or service will do for them and how it will make them feel. Turn their fears and frustrations into love and happiness and make them need your product or service.
4. Plan the structure
The flow of information is important. Start with the most attention grabbing information first and put the less important at the end. Think back to your days at school and plan what information you will include in the introduction, main body and conclusion. You have done this before, you will be fine.
5. The actual writing
Start writing, whether that’s with pen and paper, or typing it up, whatever works for you. Write clearly, don’t use big words and be concise. Don’t overload your reader with too much information, just enough to connect with them and get them to take action.
6. Personality
Write as if you are talking, make it sound like you (not a robot). Add something funny or quirky that the reader will connect with. If you are targeting stay at home mums, then write something that only she would understand to help build that connection. Let the pizazz and character of your brand shine through.
7. Edit and proofread
Go back and read over the content. Break it up with headings, use dot points and tidy up any grammar and punctuation. If you do not feel confident with the content, give it to a friend or editor to read and make some changes.
8. Publish
You can’t help someone or build your brand if you don’t press publish! Share your knowledge and love for what you do. Have the confidence to put yourself out there. If you’ve followed this guide, you’re already way ahead of most brands out there doing it on their own. You’ve got this, press publish!
And if you need a bit of help check out:
– the blog post template
– how to craft the perfect blog post
– how to create quality and engaging content for your business.
Apr 8, 2020 | Advertising
Last year I was interviewed by Auspicious Arts where we talked about common marketing mistakes and how to overcome them. Our chat inspired me to write this blog post so that my readers can learn from these mistakes and get the most out of their marketing efforts.
Mistake 1: No market research
You need to know if there is a need for the product or service you are offering, who your competitors are and how to position yourself in the market. It doesn’t have to be onerous but get out there talk to people who buy similar products and services and get their insights. You can also do a survey using free online tools, or access other online material to help you understand the market.
Market research gives you very valuable insights into what people are looking for, what appeals to them and how to position yourself in the market accordingly.
Mistake 2: They don’t have an ideal client
You can’t talk or target to everyone, your message will be too diluted, won’t connect with anyone and won’t stand out in the crowd. Know who your ideal client is, who are you targeting, are they a consumer, a business owner or government and what position do they hold? Understand your ideal client, their pain points and frustrations, and then solve their problem better than anyone else.
Pick that one person that you love to work with, that one person that lights you up, and make them your ideal client. This will help you connect with them, write better content, share posts about issues that your ideal client relates to, and don’t worry you won’t scare people away doing this. It means your marketing will be consistent and people will connect with it.
Mistake 3: Doing too many things
I see this one all the time, people have amazing ideas, want to do too many things, get overwhelmed and spread themselves too thin. They either don’t get much done or the things they do aren’t strategic.
As your budget progresses and evolves, continue referring to your SMART objectives. Stay focused and remember your goals – they will always inform what your next step will be!
Mistake 4: They don’t ask for help or outsource
It can be hard to ask for help or outsource for many reasons. Even just talking about your idea or problem with someone else can give you clarity. A problem shared is a problem solved (ok, maybe halved).
As your budget progresses and evolves, continue referring to your SMART objectives. Stay focused and remember your goals – they will always inform what your next step will be!
Mistake 5: No marketing plan
Don’t yawn or stop reading yet, planning your marketing is important. It doesn’t have to take months to do this. Get a calendar and start to write down what events you want to attend (e.g. markets, expos, etc.) and what other marketing activities you want to do throughout the year.
Write down themes and ideas for content and plan ahead. If you don’t want to do a full twelve months start with three months. It will help stop that overwhelm and you can spread your marketing and budget throughout the year. Remember to tap into special dates if they relate to your ideal client (e.g. environment day, Mother’s Day and Christmas day).
Mistake 6:Don’t evaluate their marketing
This is another step in marketing which is often left out, business owners don’t look at what marketing they have done, evaluated what has worked and what hasn’t. Why is it important? It is full of marketing insights to take your marketing to the next level.
Grab a coffee and write notes after each marketing activity. For example, after going to an expo write down what was good, bad and what ideas you have to make it better next time. When a similar event comes up you are equipped and ready to take it to the next level.
Let me know your thoughts, have you seen these ‘mistakes’ out in the market? How have you seen businesses overcome them?
