WRITING FOR YOUR BUSINESS SUCCESS

Check out my new blog

2009-07-08T22:52:00.000-07:00

Haven't posted here lately but have a new blog at my new website. Check it out here.

8 Online Marketing Ideas that Won’t Break the Bank

2009-05-03T23:23:00.000-07:00

In uncertain economic times, it’s perhaps not surprising that many business owners feel nervous about spending money on advertising. However, these times are precisely when we should all kick our marketing up a gear and tell the world that we’re still here and working!

And the best thing is that we can boost our marketing efforts without knocking the wind out of any already-stressed budgets. Here are some low-cost ideas you can use online:

1. Website: In this era of ‘Googling everything’ when you’re in business you simply must have a Web presence. There are a few ways of doing this so that your budget doesn’t scream “She’s gonna blow!” while still presenting your business at its best.
• Build your own website. If you’re good with the technical side of things, this may be ideal. And with the range of templates, images and technologies available, there is no reason why your website should look anything less than professional.
• Hire a website designer. If, like me, you’re the ‘technically challenged’ type, investing in the services of a professional is definitely worth it. Now, you don’t have to spend a fortune on a professional design. There are many excellent designers who will build you a simple yet effective website for under $1000.00.
• Start a blog. If your budget simply doesn’t stretch to hiring a website designer, then starting a blog may be the answer. Blogger.com and WordPress.org are the most popular blogging platforms and have loads of features to make them user-friendly and appealing to visitors.

2. Search Engines: The ‘Big Three’ search engines are Google, Yahoo and msn. All of them offer free website submissions and pay-per-click advertising. Have you seen those little ads on the right hand side of Google when you search? They’re pay-per-click ads and are a very cost effective way of getting your site seen by a targeted audience. This is because you only pay when someone clicks on your ad. Of course the best search engine advertising is making it to the first page of a search but whole books have been written on that subject.
Search engine optimisation (SEO)—Google it!

3. Online Directories: As well as search engines, many people use online directories to find what they’re looking for. Yellow Pages, True Local, dLook are some of the main ones but there are thousands. Choose several that are related to your business and get listed. Most have free and paid options.

4. Newsletter: Keep in touch with your customers and prospects with an online newsletter or ‘ezine’. Of course, before you send out a newsletter, you need a list of people to send it to. And the people on the list must want to be on the list—otherwise it’s SPAM. So make it easy and desirable to subscribe to your newsletter.
• Add a subscription form to each of your web pages and include a link to it in your email signature with every message you send out.
• Offer your subscribers something of value as a gift for subscribing
• Keep the content fresh and relevant to your target market

5. Article marketing: Leverage that valuable content you’re creating for your newsletter by having your articles published. Google “free articles” and you’ll see a list of directories that allow article submissions.
These directories provide content to publishers, bloggers and webmasters, which means that your articles may be picked up and published in multiple places all over the Net.
One of the conditions of publication is that your resource box must be included with the article. The resource box contains your business information and website address. So from one little article you can gain lots of free traffic to your website.

6. Forums: Online networking is a fun way to connect with other people who share similar interests. It also provides marketing opportunities. While you mustn’t blatantly advertise, most forums allow you to put a website link in your signature. You can also demonstrate your expertise by offering information and advice where appropriate.

7. Joint Promotion: Joining forces with a complementary business for a promotion can reap big dividends. For example, a florist may collaborate with a wedding stationery supplier and cross promote each other’s businesses. This means that both businesses are exposed to two sets of prospects within the same target market.

8. Facebook, Twitter and all that Web 2.0 stuff: Also called Social Media, these sites offer even more opportunities to connect with likeminded ‘Netizens’ and share your greatness. Takes a bit of savvy to make them work but once you get your head around them they can be very powerful tools for your business.

So don’t be afraid to crank up the marketing. Your customers need you!

© Carol Dorman 2009

Carol Dorman, owner of Quill Writing Services, also publishes Communicate, the monthly newsletter for small business owners who want to raise their profile and increase their profits by harnessing the power of words. Subscribe today at http://www.quillwritingservices.com.au and receive a free copy of her report: How to Convince your Target Market to Buy from You.

How I created my very first product

2009-04-01T18:24:00.000-07:00

I reached a milestone this month by launching my very first product! It’s something I’ve wanted to do for ages but kept holding back. The hardest thing I found about releasing a product was figuring out just what to create. Actually, I felt really clueless about this—even silly!

I mean, as a copywriter and editor, people pay for my services to help sell their products and make their written stuff look good. But how could that translate into a product? How could I turn the knowledge and expertise I share one-on-one with my clients into something that can help lots of business owners?

Particularly, since I don’t specialise in any one area. Oh I’ve heard all the chatter by the ‘gurus’ saying the only way to really succeed is to find your niche and specialise but frankly, I like the variety of working for stacks of different industries in lots of different ways. (Keeps life spicy!) So I kept thinking and rethinking and analysing and reanalysing and procrastinating and -- not producing anything.

Until I stopped thinking so hard and looked simply at the core of what Quill Writing Services is. My tagline says: “Presenting your business, through words, at its absolute best” and while that’s true, the core purpose is so much more. Quill’s core purpose is to help business owners communicate.

Clear communication is very important to me both personally and in business. I hate being misunderstood and it disturbs me greatly when I misunderstand someone else. That’s why I consider it a privilege to help people say what they mean clearly to whom they’re saying it.

So what is this new thing?

Well, it’s basically a tool to help busy businesspeople communicate. Introducing **drumroll please**:

The Busy Businessperson’s Guide to ‘Writing Good’

It’s a handy reference to those niggly little words that often get mixed up or misspelt as well as a guide to the basics of different types of business writing. Rather than give you the whole blurb here though, if you’d like to learn more just visit:
goodwritingguide.com

Anatomy of a Sales Letter (with a cheeky grin)

2009-03-03T03:13:00.000-08:00

Sales letters come in many shapes and sizes. Direct mail, online ‘squeeze pages’ emails, flyers—they’re all sales letters and they all need certain elements if they are to be effective.

To explain these elements and how they work I’ve decided (with my tongue stuck firmly in my cheek) to use a little imagery. Now for this to work, you really have to open your mind and let the pictures in.

Bear with me—it’ll be fun!

Okay, so you’re looking at the very enchanting Ms Marcom (that’s short for Marketing Communications, get it?). Ms Marcom is the kind of lady who turns heads wherever she goes. She’s not perfect by any means but knows how to make the most of what she has and turn everything to her advantage.

Now, let’s turn HER into a sales letter!

The Headline
The first thing about Ms Marcom that strikes people when they meet her is the way her face captures their eyes. It’s a face not unlike Elizabeth Taylor’s—captivating, with eyes that flash fire while her demeanour remains calm and poised. People can’t help it; they feel like they have to learn more about her.

She really gets their attention.

The Problem
As I said before, Ms Marcom isn’t perfect. She wakes up with problem skin and wobbly bits just like the rest of us. In fact, there are some mornings when she dreads looking in the mirror and would rather stay home in bed!

The Solution
But she’s a true professional. So, with the help of Nancy (Ganz) and Estee (Lauder) Ms Marcom looks nothing short of stunning. By the time she walks out the door she feels like a million dollars and is ready to take on the world!

Credibility
Of course, it takes more than a pretty face to inspire confidence and trust. Ms Marcom displays her discernment and expertise in the labels that she wears and the way she conducts herself. (She’s an angel in Prada and could teach young Hollywood a thing or two about how to wear a good frock!) The way she carries herself, the way she speaks, radiates an air of authority so that anyone in her presence ‘knows Ms Marcom knows her stuff’.

Benefits (not Features)
The benefits Ms Marcom bestows on others are many. She mentors young business people, gives to numerous charities and builds houses for the homeless in her spare time. But most of all people feel so good when they’re around her.

(Paying attention? This is important.)

Indeed, it could be said that the main benefits Ms Marcom gives are the unseen—the emotional.

(Heads up—benefits are about the feeling, features are what you see)

Proof
At every event Ms Marcom attends, she is toasted, complimented and thanked by those she has helped. While a little embarrassed, she always accepts the generous accolades gracefully.

The Offer (and bonuses)
If you’re incredibly lucky you may find yourself invited out to lunch by Ms Marcom. You can be assured of exceptional food, fine wine and entertaining conversation. There will, undoubtedly be a bounty of unexpected delights showered upon you during the repast and you will leave very satisfied indeed.

Guarantee
In fact, Ms Marcom guarantees you will be completely satisfied after your meal or she will send over her own personal chef to cook for you for a month.

Urgency
But you must be quick in accepting her invitation. You see, Ms Marcom has already booked the restaurant and if you don’t step into her limousine now, she will have to leave without you.

Call to Action (and warning about doing nothing)
So say, “Yes” and climb aboard Ms Marcom’s silver-grey luxury limo for a sublime few hours dining by the sea. Remember, the restaurant’s already booked and Ms Marcom is going, with or without you. Don’t miss out!

So there you have it. From headline to call to action in the guise of a beautiful lady called Ms Marcom. (Told you it’d be fun ;D)

If you need some hints on how to communicate with your target market, skip over to www.quillwritingservices.com.au for your free subscription to Communicate and complimentary report, How to Persuade your Target Market to Buy from You

Changing Business Direction and Letting your Market Know

2009-02-04T15:17:00.000-08:00

One of the great things about being in business for yourself is the freedom to make business choices. You can choose the hours you work, the types of clients you want to attract, the prices you want to charge and, among other things, how far you want to take the enterprise.

You can also choose to change.

Now, change can be a tad scary, especially if you’re taking your business into territory that you’re not altogether familiar with. That’s okay though—a little fear when looked straight in the eye can instantly transform into empowerment.

Think back to something that you really wanted to do but were at first afraid to. Perhaps it was the first time you rode a bike, went up in a hot-air balloon or gave a presentation.

Now remember the feeling after it was over—you were still alive and well, right? Did you feel stronger inside having done what you wanted in spite of that fear? In the case of the hot-air balloon it was, no doubt, pure exhilaration! And the next time a similar opportunity arose did you run away or take it with glee?

Back to your business

Before making any change it’s worth reflecting on your reasons for starting it in the first place. Are your reasons for being in business still the same? Have you achieved what you initially set out to do? Does the change you’re making feel right? And are you excited?

If you’re heading just a little north-east from north and not completely south with your business (metaphorically speaking) then you may find your target market, or at least part of it, can come along for the ride. That’s a great advantage; after all, stepping into a new arena has to be easier with a ready-made client base, right?

But how do you spread the word?

One way is to slowly introduce a few of your new products or services to your target market. If you work online, perhaps provide a free report related to your new direction or add some of the new products to your online shop. The same principle applies to an offline business.

Gently educate your clients to view this change as a phasing in of the new rather than a phasing out of the old.

At the same time, don’t forget to promote your new-look business to its very own new target market. Sure, there maybe overlaps with the old, but your changed business will definitely have a new market that needs to be tapped into and communicated with.

As I mentioned earlier, change can be scary but it’s also exciting! In fact, you may discover your customers getting excited for you as the buzz builds around what’s coming.

So enjoy the process, look fear in the face and say “Come on board, you can’t stop me,” then cut the ropes and fly.

© Carol Dorman Quill Writing Services
If you need some hints on how to communicate with your target market, skip over to www.quillwritingservices.com.au for your free subscription to Communicate and complimentary report, How to Persuade your Target Market to Buy from You

Looking Back and Looking Forward

2008-12-04T14:55:00.000-08:00

As 2008 draws to a close it’s interesting to look back and see how far the world has come—and yet how much it’s stayed the same.

I’ve noticed that on one hand, there seems to be a real air of hope and change but on the other, still senseless carnage and hatred. While nations continue to come to grips with the recent atrocities in Mumbai, we ask “Why?” and pray that true humanity wins out over revenge.

There’s a surge of sentiment that we should heal the planet yet around 30 000 children still die each day due to poverty.

So much wonder, so much contrast.

But the world is changing. As a species we are evolving and continuing to discover more about what it is to be human. In centuries, even decades to come who knows what leaps we’ll make?

I choose to believe that we’re heading towards better things and, just as a child stumbles, gets up then stumbles again while learning to walk, so humankind will continue to pick itself up and grow in wisdom and light.

Writing Letters—remember?

2008-11-05T22:52:00.000-08:00

“Once upon a time, there was a communication process called ‘Letter’. It was an amusing thing, words on paper, tucked inside other bits of paper and delivered to all manner of places by even more amusing large men on tiny motorbikes.”

Okay, I jest … indeed, in this age of saying everything in electro-speak, the good ole letter can be one of the most effective forms of business communication around—if it’s done properly.

After all, a letter is simply a means of talking to someone on paper. And as with any form of communication, the way this is done will depend on the recipient.

Let’s go through a couple of letters you may need to write for your business:

Letters to customers

Most consumer-addressed letters should be written in plain English with a friendly and personal tone. This means using ‘I’ rather than ‘we’ or ‘the writer’ and avoiding jargon or complicated terms.

If you’re addressing a customer complaint, take extra care to make it clear that you understand why he or she is upset. The complaint may or may not be justified and, in either case, it’s imperative that you be straightforward and sympathetic when explaining your response or course of action.

Put yourself in the customer’s place and let your letter ‘speak’ as you would want to be spoken to.

Letters to authorities

Authorities such as government departments, local councils, industry associations and regulatory bodies can have a tendency to communicate in ‘bureaucracy-speak’. Don’t be too hard on them; their language has been passed down from Heads of Department to Supervisors to Clerks for generations.

It is therefore perfectly acceptable when writing to them, to use some of their common terms or jargon as this will endear you to them as one familiar with their language. Use such terms sparingly, however, as repeated use can be habit-forming and hard to break free from. Instead, incorporate them into a plain English letter that is upfront, clear and concise.

Remember, the reader is probably at least as busy as you are and will therefore look more favourably on a letter that is refreshingly brief and to the point rather than long-winded and convoluted.

Letters to colleagues and peers

When you’re writing to a colleague it’s pretty safe to say you’re writing to someone who ‘gets it’ when you talk shop. This means that if you break into a bit of jargonese (yes, that is a new word—I just haven’t told the Dictionary people yet) no one’s going to feel awkward or scared. In fact, it may open the lines of communication wider because you’re all speaking the same language.

The bottom line is, when you take the time to put ink to paper, fold the paper … or have someone fold it for you … place it in an envelope …or have someone … you must be sure that the person who reads it understands it and, therefore, understands you.

Your time is worth it!

Like to use this article in your website, blog or ezine? You're welcome to as long as it remains unaltered and includes the following:

Carol Dorman, owner of Quill Writing Services, also publishes Communicate, the monthly newsletter for small business owners who want to raise their profile and increase their profits by harnessing the power of words. Subscribe today at http://www.quillwritingservices.com.au and receive a free copy of her report: How to Convince your Target Market to Buy from You

How to get the most out of your Media Release

2008-10-01T17:38:00.001-07:00

A media release is just that—a release of news to the media. What the media does with that news isn’t guaranteed but as a business owner, there are things you can do to get it working in your favour.

Send your media release to the right people

Know which part of the media is most relevant to your news. For example, if you sell fishing tackle, you wouldn’t send your media release to the editor of Cots and Prams.

Make the media release newsworthy

Let’s face it. Newspapers, magazines, television and radio are businesses that raise revenue from advertisers. If your media release looks like a blatant attempt at gaining free ad space, it won’t rate a second glance.

Instead, do the journalist or editor a favour by giving them some meaty information that will interest their audience, and add value to the production or publication. In other words, give them a compelling reason to contact you for the whole ‘scoop’.

Because your media release may be one of many on an editor’s desk, it is vital that the most important part of your news is near the top of the page. Don’t try to build anticipation towards the dramatic conclusion—in all probability it won’t be read that far. Instead, put the best bits in the first one or two paragraphs and use the rest of the page for the peripherals.

Tip: The first paragraph should contain the What, Where, When, Why and How of your news.

Formatting your media release

Most media releases conform to a generally accepted format. While there is room for creativity, it is advisable to include these main elements:

Media Release

FOR IMMEDIATE RELEASE

Your media release headline goes here

City, State, date—Write your text—remember the Who, What, Where, When and How elements within the first two paragraphs.

Draft your release to whet the journalist’s appetite for more information. This way she will be more likely to contact you.

Short blurb: a few lines about who you are and what you do

For Further Media Information Contact:
(insert the name and contact details here)

Ends (alternatively, ###)

This lets the reader know you’ve finished.

Once your media release is ‘out there’ be prepared to answer any and all enquiries it generates. And who knows? Today’s feature in the local paper may be tomorrow’s headline news!

Knowing how to say it (and who to say it to)

2008-08-03T19:42:00.000-07:00

Have you ever watched a television commercial right to the end only to wonder what was being advertised? I saw one recently; epic-like with dazzling special effects and dramatic voice-over (no doubt, the budget was pretty dramatic as well). Problem was, as impressive as the production was, it didn’t tell me anything about the goods or services being peddled. Maybe the message was there and I missed it. Maybe others missed it too. Perhaps the soft murmur I heard that night wasn’t the breeze but other confounded viewers going “Huh?”

Now, I’m not an extraordinarily silly person but I’ve seen the same ad a couple of times since and still don’t know what it’s trying to tell me—or sell me. It could be targeted to a different demographic, I suppose, the members of which are the only ones meant to understand. Kind of like those mobile phones that only teenagers can hear or a high-pitched whistle that only dogs go barking mad over.

If that’s the case then perhaps the ad guys did their job well. If, on the other hand, the commercial was aimed at the targeted audience of that particular time slot for that particular television program, then methinks they got it horribly wrong. All I know is, I won’t be buying what they’re selling—because I don’t know what it is.

This whole ad confusion thing got me thinking, though, about just how important it is to know your target market. Only after really understanding who your ideal customers are can you effectively communicate what you’re offering them and why they should buy it. More importantly, you need to convey why they should buy from you instead of someone else.

In previous articles I’ve spoken a lot about the voice of the target market and how the language and tone used in marketing messages must match that of the market. If it doesn’t, the result is a lot of potential customers just not ‘getting it’—kind of like watching an ad on television and going “Huh?”

Like to use this article in your website, blog or ezine? You're welcome to as long as it remains unaltered and includes the following:

Carol Dorman, owner of Quill Writing Services, also publishes Communicate, the monthly newsletter for small business owners who want to raise their profile and increase their profits by harnessing the power of words. Subscribe today at www.quillwritingservices.com.au and receive a free copy of her report: How to Convince your Target Market to Buy from You

B2B—It’s got to be with personality

2008-06-15T23:36:00.000-07:00

Does your business service other businesses? If so, you may be tempted to put all your marketing communications in ‘business-speak’. There are a few different forms of business-speak (BS for short … no vulgarity intended):

- The ‘I’ll show you mine if you show me yours’ technique: This is where you promise to reveal what you can do for the prospect only after they’ve shown you their budget. (It also applies to networking events where you only take their card after they’ve taken yours)

- The Cordon Techno-babble bleu technique: Your marketing document is highly seasoned with technical phrases and terms such as: “… the efficacy of our strategies will result in demonstrable improvement to fiscal management,” and: “ … we are confident the paradigms of your key personnel will be realigned in accordance with the strategic competencies we can devise …”

-The Basement bargain jargon technique: Similar to the Cordon techno-babble bleu but is less formal. Commonly used by ‘creatives’ ( artists, designers, writers … who, moi?) to show that they’re ‘down with it’, have their finger on the pulse of the latest ‘exogeneric’ buzzword that the industry’s humming.

- The Formalese to please technique: This technique relies on an eighteenth century understanding of manners and High Tea. “We are delighted to announce the launch of our latest enterprise and cordially invite you to inspect our wares at your earliest convenience.”

Still tempted? Don’t be. Marketing is marketing and, whether you’re targeting other businesses or consumers, the principle target is the same—a person. A Linux specialist may communicate with the Head of I.T., an occupational therapist may communicate with the Rehabilitation Coordinator; a graphic designer, with the Marketing Supervisor.

Each interaction involves communicating with a person—a person who has problems to solve and solutions to find. So, write to the individual rather than the company and offer to solve her problem.

Show Betty in I.T. how you can halve the number of complaints to the Help Desk. Tell Wayne in Human Resources how you can get his injured workers back to work in record time. Send Ray in Marketing a chai latte sachet with your marketing letter and invite him to relax as he checks out your portfolio.

In short, make it personal—with no BS in sight.

Want to use this article in your ezine or on your website? You’re welcome to as long as it remains unaltered and includes this:
Carol Dorman, owner of Quill Writing Services, also publishes ‘Communicate’, the monthly newsletter for small business owners who want to raise their profile and increase their profits by harnessing the power of words. Subscribe today at www.quillwritingservices.com.au and receive a free copy of her report: ‘How to Convince your Target Market to Buy from You’

How to Turn your Business Card into a Marketing Machine

2008-05-09T05:36:00.000-07:00

The humble business card is one of the most powerful marketing tools available. Inexpensive, convenient to carry and yet, arguably, also one of the most under-utilised. Every time it is handed out is an opportunity to market to a new contact.

Turning your business card into a marketing machine isn't terribly tricky. Here are some tips to get you started:

- Make sure your name and logo appear on the front of your business card. This may seem like a "no-brainer" but, surprisingly, many business cards simply display the cardholder's name and contact details.

- Explain clearly and simply what you do. If the purpose of your business isn't spelt out in the name, add a short phrase. For example: H. G Smith & Sons doesn't tell us much about the business. Adding the phrase "Builders specialising in hillside dwellings" not only explains what H.G. Smith & Sons do, it also defines their target market.

- Give people a reason to contact you instead of your competitor. Do you offer a discount on certain things? Free quotes? Like me, perhaps you give away a free report to every newsletter subscriber. Put it on the card! Tell everyone, lucky enough to receive one of your business cards, how much they will benefit from using your service or product.

- Design your card to be easily read. A "busy" design full of fancy graphics and bright colours will draw attention away from your message.

- Make it easy to contact you. Your details should be in plain sight on the front of the card. If the cardholder has to spend time looking for your phone number or website, the card is not working for you.

- Finally, don't be afraid to hand it out! Give a card to the plumber when he fixes your sink, to the mechanic when she fixes your car. Ask local businesses for permission to leave some at their front desk. You never know how many times one of your cards will change hands and how many leads it will generate.

Ah yes, the days when a business card was simply a name and phone number are truly gone. It is now every business' portable marketing machine.

Make it work for you!

© Carol Dorman 2007

How to Put the ‘You’ Back into Your Business

2008-04-15T16:53:00.000-07:00

Ever had a touch of the ‘bureaucracies’? A twinge of ‘official-itis’? You may not have heard of these conditions but, as a small business owner, perhaps you’ll recognise some of the symptoms:

1. Writing ‘we are/are not amused’ letters from “our Client Services Manager” who wishes to “bestow unwavering gratitude for the timely manner in which payment of our invoice for services rendered has been remitted.”

2. Proclaiming the benefits of services in a brochure that reads: “You are encouraged to try our services to see if they work for you. If they don’t, we may be willing to consider reimbursement.”

3. A web page that tells visitors everything that the business does and how it does it using only words with a minimum of three syllables to demonstrate that it is sophisticated, knowledgeable about almost everything and will always know more than them even if it’s not in the business’ field of expertise. And not a bullet point in sight! Punctuation can be a tad scarce as well.

Now, let’s try some ‘real-speak’ remedies for the above:

1. “Thank you for paying our bill so quickly.”

2. “So give us a try. If you’re not satisfied with the results, we’ll refund your money – guaranteed!”

3. The web page should:

a. Be friendly

b. Make visitors feel welcome

c. Be easy to understand while illustrating expertise

d. Use bullet points and appropriate punctuation to enhance the reader’s experience.

These are pretty extreme examples but there is often the tendency to keep our selves out of our written communications with customers and prospects.

Why is this? Could it be that we’re afraid of being seen as less than professional if our customers see the human side of our business?

Perhaps it feels safer to hide behind: “Our office is obliged to remind you that payment is due” rather than: “I’d like to remind you that your payment is due.”

After all, isn’t it better if a client gets mad at The Office instead of me?

Let’s look at it another way.

One thing that’s nice about living in a small hamlet is that business is always personal. The Post Office lady knows me by name, and I know her. The same with the couple who run the General Store. It’s never just about milk, bread and pop-rivets; there’s always a chat and a laugh as well.

What about you? Do you prefer a recorded message asking for your customer code when phoning a business or a real human being with a friendly welcome who asks how he can help?

It’s time to appreciate how great you are for your business. After all, it wouldn’t exist without you. So, let your customers in. Let them see who you are – the living, breathing, marvellous and fabulous being behind all the marvellous and fabulous things that you do.

Start with your letters. Write them from you instead of your office. Think of your customer as a living, breathing human sitting in a chair, holding your letter. Imagine her wearing glasses and reading by the light of an art-deco lamp. She loves that lamp; it’s been in the family for years.

Now write – to her.

You are the heart of your business. So let that heart shine through!

© Carol Dorman 2008

Copywriter and editor, Carol Dorman owns Quill Writing Services and publishes 'Communicate', the ezine for business owners who want to harness the power of words for increased success. To sign up and receive her free report: 'How to Convince your Target Market to Buy from You', visit www.quillwritingservices.com.au

Speak Up and Listen

2008-04-15T16:49:00.000-07:00

Copywriting is very subjective, especially when it's your own. It is important, however, to allow yourself the freedom to regard your writing objectively. This can be a really hard thing to do and, chances are, you'll end up seeing either too few flaws in your work or far too many.

You may, of course, ask a friend or colleague to review your work and this can be very useful.You can also train yourself to look at your writing objectively all by yourself.

The tools you will need for this exercise are:

- An audio tape recorder

- Some junk mail or magazines

- Your copywriting piece

- Your voice

Begin by reading through the junk mail or magazines until you find three or four advertisements of a similar length to yours.

Read each one aloud to rehearse. Next, record yourself reading each advertisement, making sure you read yours second. That's right - second!

When you have recorded them all, rewind the tape, turn off the recorder and do something else. In fact, don't even go near it again until after your next meal.

When you do go back to the tape recorder, leisurely turn it on and listen. Make mental notes of what you like or dislike about each one.

- How does ad A differ from ad D?

- What do C and B have in common?

- Why would you buy from D and not from B?

- Why would you try B's product but not A's?

Listen to the ads' calls to action and evaluate the effectiveness of each.

At the end of this exercise you will have:

- A more objective view of your work

- A sense of how it compares with others

- Realised a career in radio is always another option...

So don't be shy. Speak up and listen!

© Carol Dorman 2008

When Junk Mail isn’t Junk

2008-04-15T16:46:00.000-07:00

I admit it. Many wouldn’t but I do. I read my junk mail! Not only that, I actually look forward to receiving it.

As a copywriter, I like to see what bits ‘work’ in the material and what could have been worded differently. It’s amusing to pick out what the ad writer was trying to do. For example: identify our pain then explain how they can fix it, or speak to a targeted niche through a very direct headline. Then, of course, there’s the ‘Copywriting 101’ basic: spelling out benefits rather than features.

Most of the time, the copywriting is pretty text-book; the kind of stuff we all know. But once in a while, there’ll be a rainbow. A letter like the one I received recently from a charity. A letter that stood out so far from the rest by its simplicity and straight-from-the-heart honesty.

It was asking for donations to help those in our midst who are struggling. Families in poverty, homeless, people living on the fringes of society who are often overlooked. Unlike many letters from charities, however, this one didn’t seek to make the reader feel guilty if they chose not to act. Instead, the writer stated simply, concisely and honestly what was needed and why.

I sent off a donation immediately without hesitation and learnt there are times when it’s not the theory that counts, it’s the heart.

The Call to Action

2008-04-15T16:40:00.000-07:00

In any marketing piece, the call to action is, arguably, the most important part. A snappy headline may grab the readers' attention while the body of the message outlines why they absolutely must have the advertised product, but it is the call to action that tells them how to get it.

Writing an effective call to action does take practice, however, there is a S.U.R.E. way to remember the basics:

Specific - Tell your reader exactly what you want him to do. For example, instead of saying "buy our widget" say "call us now on 1300WIDGET and you can be widgeting away in just three days!"

Urgency - Add a sense of urgency to your call to action. Using terms like Act Now, Call Today and Limited Offer will instil a notion that this offer really must be taken up now.

Reinforce - Reinforce the reasons why the reader simply must have this product. State the benefits again in abbreviated form. For example: "Call us today on 1300ALIENCRAFT and experience your very own extraterrestrial adventure."

Entice - Offer something extra to entice the reader to take action. It may be a free report or extra month's membership - whatever it is, ensure that it is something that the reader will value. In the case of our space buffs above, the enticement may go something like: “Remember, the first 200 to order receive a free working replica of the First Contact space craft that landed at Parliament House in 2008.”

Futuristic fairy tales aside, implementing the S.U.R.E. system will help you to write calls to action that motivate your market and get your products moving. A surefire way to success!

© Carol Dorman 2007

5 Things You Should Know About Copywriting

2008-04-14T17:49:00.000-07:00

As a small business owner, you know that to stay ahead means attracting new customers - often, without a large advertising budget. Hiring a professional copywriter is certainly a cost-effective component to any marketing campaign (Yes, I am biased...), however, there may be times when you prefer to take the bull by the horns and write your own copy.

With this in mind, here are five important points to help reap the best from your - until now - hidden talents:

1. Good copywriting is NOT synonymous with good literature.

Writing that sells usually has little or no regard for what your English teacher taught you. Sentences simply need to make sense when read - they don't need to conform to "THE RULES".

The one exception to this is spelling (see below).

2. Spelling is important.

Nothing will detract more from your written message than spelling errors. This is because the reader's attention is drawn more to the errors than the message you are trying to convey. It also implies a lack of professionalism and poor attention to detail. The solution? Always proofread your work and don't rely on Mr Spellcheck - he often gets it wrong. When in doubt, consult a dictionary.

3. Write for your reader.

Whether an ezine, sales letter or some other form of business communication, you must write what the reader wants to read - not what YOU WANT the reader to read.

Picture this: You're promoting a new health product to consumers. Which is the best approach?

a) Write a sales letter extolling the wonders of "Elixer 107", illuminating in great detail the clinical trials that identified its effectiveness to within the 98th percentile on "molecular pain prisms" and displaying all the graphical data.

or

b) Identify with the reader's daily struggle to live a normal life while crippled with arthritis and illustrate how Elixer 107 can help alleviate that struggle.

4. Don't forget a strong Call to Action

Everything you write has a reason. After all, if it didn't, you wouldn't write it...right? You wouldn't write a sales letter if you didn't want anyone to respond. You wouldn't write an article without wanting to inspire or impart knowledge and expertise. (See if you can spot the Call to Action at the end of this article.)

Sometimes, however, the Call to Action can get a bit lost and muddled by the time the last sentence is drafted. Whole chapters could be written about the Call to Action but for now, remember these few tips:

- Know what you want your reader to do before you start writing.

- Write with the end in mind. Some copywriters find it helpful to write the Call to Action first.

- Keep it simple and to the point.

5. Headline! Headline! Headline!

Without an attention-grabbing headline, your masterpiece won't receive the kudos you know it deserves.

- Don't be too cryptic - clever isn't always smart, especially if your reader doesn't know what you mean.

- Spend a lot of time on it. More time is often spent writing a good headline than the whole piece.

- Write the headline last. That way you will spend more time on it and have the whole work in context.

Writing effective copy is a valuable skill to have and, for the business owner who finds herself not too time-poor, can even be fun! Of course, these five tips are simply "tips of the copywriting iceberg", however, they do give you a solid place from which to begin.

So, start writing, follow the tips and hone your technique. And remember, if you get stuck, there'll always be a friendly copywriter somewhere to give you a hand.

© Carol Dorman 2007

The Importance of Passion

2008-04-14T17:45:00.000-07:00

Passion. This is the fire in your belly that motivates you. The drive that forces you onward. When someone is passionate about something you can see it in their eyes - they shine. Their speech is animated, their cheekbones raised which strengthens the timbre of their voice. The quiet, unassuming soul who would usually stay unnoticed, suddenly assumes a presence that commands attention.

What does this have to do with marketing your business?

Well, if you're passionate about your business and the products or services you provide, everything! Passion moves people to notice you and, more importantly, to listen.

What a position to be in!

Imagine speaking to potential customers in such a way that they cannot turn away from you. You're speaking with such feeling that they can't help but be as excited as you are about your product. Now, this doesn't mean being aggressive. When you're passionate about something you don't need aggression. You will naturally exude an aura or magnetism that articulates your feelings.

That's great, you say. But what about my written materials? How can I infuse passion into a sales letter or web page?

I'm glad you asked!

Whenever you believe in what you're saying, your words, whether spoken or in print will have the power of your passion.

Write as you feel. Don't be afraid to display your enthusiasm for your product and commitment to service in anything you write. Because most people prefer to do business with other people - as opposed to faceless organisations - letting your humanity shine through gives you an edge.

So get excited! Remember why you started your business in the first place and why you love it so much. You're excellent at what you do and have so much to give that the world needs to hear about it. And when it does, the passion in your voice will make it your oyster.

© Carol Dorman 2007

Reaching your Audience with Empathy

2008-04-14T17:40:00.000-07:00

Empathy: "ability to understand someone else's feelings as if they were one's own." Collins English Dictionary

Remember the last time you cried on someone's shoulder? They listened as you poured your heart out. They said: "I know" at just the right moments and you knew that they knew. You knew that they understood. Then, when the tears were almost gone, this angel - with the damp shoulder - set before you the ultimate healing balm. Perhaps it was chocolate cake and coffee, maybe sweet tea and shortbread; whatever it was it was perfect and you became yourself again.

What qualities did this insightful friend possess that so effectively relieved your distress? Chocolate cake and shortbread aside, the most powerful tool anyone can use to really reach another human being is empathy.

Empathy is what makes us feel cared for. When we sense that someone truly understands our circumstances and is genuinely concerned for us, it is easier to trust them. We listen to them and value their advice.

In business, displaying empathy is a vital part of communication. Whether you're writing a sales letter, meeting with an employee or phoning a supplier, showing that you understand the other party and are concerned for their circumstances will always present you in a favourable light.

Think of your audience.

Who will you be writing or speaking to? What are their concerns, desires and struggles? How do those concerns, desires and struggles make them feel?

This is important. This is what you need to "get".

Empathy with your audience means understanding their feelings as though they were your own.

Take your time.

Spend a moment contemplating the circumstances of your audience. Think of them as your circumstances and how they make you feel.

Communicating from a position of true understanding allows people to trust you. It builds rapport and sets you apart from the rest as one to whom others can relate.

So before you write that next marketing piece or make that cold call, temper your message with the wisdom and insight of that angelic friend, Empathy.

It's chocolate cake and shortbread all round!

© Carol Dorman 2007

The Power's in the Prose

2008-04-14T17:35:00.000-07:00

Have you ever stumbled across a website that seemed wonderful when you first saw it? Graphics engaging, colours spectacular -almost emailed your compliments to the webmaster ... until you saw the first spelling error. You kept on reading - after all, typos can happen to anyone, right?

Then you spotted another, and another. What's more, apostrophes seemed to jump out from nowhere and randomly land out of bounds, in words like: "who'se" or "want's" or "it's".

**Okay, "its" is a tricky one, being the only instance where an apostrophe shouldn't be used to indicate ownership - eg: "The dog found its bone." Rather, the apostrophe in "it's" simply abbreviates two words: "it is" - eg: "It's cold outside."**

Spelling errors and wayward apostrophes were not the end of this web page's troubles. Awkward grammar, confused punctuation and a First to Third person identity crisis all led to one very frustrated website visitor, no longer eager to invest any more time there.

The saddest thing about this scenario is that the product or service being peddled on the website may, in fact, have been very good. Unfortunately, neither you nor the webmaster will benefit from it. The webmaster won't sell it and you won't buy it. All because the message was lost in a mire of mistakes.

What does this teach us?

- Never underestimate the power of correctness to sell when crafting your sales messages.

- Never underestimate the power of correctness not to sell when crafting your sales messages.

Visiting a website where the message isn't clear is like walking into a shop and finding all the labels written backwards. You will eventually be able to read them, after spending time deciphering them, but would you want to? Would you not rather exit the store and patronise one that cared enough about you to ensure your convenience?

So, let's hear it for the humble dictionary and a few good proofreading sessions. More than a match for whizzing and banging flashing graphics.

© Carol Dorman 2007

Six Ways to Increase your Business Proposal Success Rate

2008-04-14T17:32:00.000-07:00

At some point, most businesses, large and small, will seek a commercial relationship with another enterprise or organisation. The means by which this is achieved is a Business Proposal.

There are basically two types of business proposals:

Solicited: Also known as Expressions of Interest or Tenders, these are requested by large organisations and government departments and are for the provision of services within specific parameters.

Unsolicited: One enterprise contacts another, without having been invited to do so, for the purpose of conducting business.

While the presentation requirements may differ between these two types, six elements are vital to both. How effectively these elements are presented to the relevant decision-makers will determine each proposal’s level of success.

1. Focus on the potential client in your submission. Communicate that this particular organisation is the centre of your attention. Show that you are familiar with its purpose and philosophy.

2. Identify any problems or challenges they face that are within the scope of your expertise. Explain how these challenges would be met and solved using your services.

3. Demonstrate your expertise and qualifications. Use examples of previous projects, explaining how you solved each client’s problem and the results achieved.

4. Illustrate the value of doing business with you. Don't be misled by thinking that price is the ultimate factor in influencing whether or not your business proposal is accepted. Perceived value is of equal, if not, more importance. Ie: If a company can see an increase in benefit and/or profit by doing business with you, that benefit will be considered in conjunction with price. Added value benefits such as customer care, after sales service and training will also heighten the proposal's chances of success. These are the “extra mile” activities that make a client feel special.

5.Testimonials from happy clients. Using testimonials is a powerful way to impress upon potential customers just how beneficial using your services will be for them.

And, finally…

6.Ensure that the submission is prepared for maximum ‘readability’. No grammatical or spelling errors are allowed and it must be easy to read. Proofread the text, then proofread it again. Proofread it, yet again or have someone else proofread it for you. It’s surprisingly easy to miss the simplest of errors in a text, even after checking it several times.

Remember, submitting a business proposal is not, nor should it be viewed as, the act of someone desperate for work. It is, rather, a way of communication between enterprises of how one can be of service to another.

Of course, there is no guarantee that, having completed and despatched your submission, you will be retained by the prospect. However, if the vital elements outlined here are included, your submission has the best possible chance of being favourably received.

Either way, you may bask in the knowledge of yet another organisation being made aware of the benefits of doing business with you – and that’s definitely a positive result!

© Carol Dorman 2007

2008-04-14T17:16:00.000-07:00

The Voice of the Marketer's Hat

Marketing is often considered a 'necessary evil' - something not everyone is comfortable doing. Personally, even as a copywriter, I find it far easier to write marketing materials for other businesses than my own.

Nevertheless, if a business is to grow it needs customers. And without some form of marketing, those customers will simply not appear. Therefore, it's time to forget about hype and lights, bells and whistles, slogans and catch-cries and instead, look at marketing for what it really is.

Communicating. That's it - no tricks.

Marketing, in all its forms is simply communicating your business' message to your target market in a way that market easily understands.

So, what's the voice of the Marketer's Hat? The voice of the Market! Sounds simple, doesn't it? Well, you do need to understand your market--how it speaks, what it wants, its quirks and foibles. This may take quite a lot of research to get right, but when it is, your Marketer's Hat will perform miracles!

You will know how to communicate and, whether or not you provide the words, you will provide the 'feel', the 'tone' and the 'vibe' that will direct your marketing campaign to its most profitable outcome.

Ah yes, the Marketer's Hat...red with feathers in it, methinks.

© Carol Dorman 2006

2008-04-13T22:30:00.000-07:00

A Voice for Every Occasion (or Don't Keep it Under your Hat)

Owning a business usually means wearing several different hats - often at the same time. Employer, manager, marketer, diplomat, business strategist, spin doctor, counsellor, coach, just to name a few. (Are we tired yet?) And each hat needs its own voice. Voice? Talking hats? What the...?

Let me explain.

Every role you play in the running of your business requires that you communicate with someone. The way that you communicate depends on which hat you're wearing at the time. And, the audience with whom you're communicating determines which hat you wear. Did you get that?

The audience with whom you're communicating determines which hat you wear.

This is a very important point to grasp as it will affect the outcome of everything you say, write or do.

For example: Let's say you sell bicycles. You employ sales people and back up staff in the shop as well as a website guru for your online sales. The hat you wear as an Employer has a different voice than your Marketer's hat which is different again from your Business Strategist's hat.

The need arises for you to speak to one of your sales folk about his performance. His character, education level, attitude and experience will tell you whether to don your Coach's hat or Manager's hat. As a coach you will communicate differently - through choice of words, demeanour, tone, body language and facial expression - than a manager.Getting the hat right will ensure the meeting achieves its best possible result.

Think about all the hats you wear in your business. Perhaps you're an independent professional with no employees. Who do you communicate with and what hat must you wear to do it?

- Clients: diplomat, counsellor, spin doctor...?

- Prospective clients: marketer, authority figure...?

- Suppliers: manager, customer (for an "other side of the table" look)

Now, think about the differences between each voice. How do you speak to a supplier? How does that differ from your conversation with a client? And how does that contrast with the language you use in your marketing materials? If there is no difference, your business' bottom line is most probably not living up to its full potential.

In future issues, I'll examine further for you, different voices in business and how to use them. For now, though, embrace the hats - they're much more than just a fashion statement!