Archive for the ‘Copywriting’ Category
Testimonials are important but hard to get – especially if you want a good one.  The last thing you want to do is harass or annoy your best customers into giving you one.  So what’s the solution?
I recently experimented with a new technique with two of my clients who were having the same problem – getting their customers to provide their testimonials in writing. We got great results and we did it without alienating anyone.
Here are the steps I took:
·        I asked my client for a list of email addresses of the customers I should contact – the ones who would have positive feedback.
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·        I sent an email to everyone on this list asking them when I could schedule a 10-minute phone interview with them.
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·        When they responded to the email I confirmed a time for our interview and sent them a thorough list of questions to look over BEFORE we talked. This gave them time to mull over their responses.
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·        During the interview I kept it brief, asked my questions and wrote down their responses.( I also asked them if there was anything I didn’t think of asking that they wanted to include.)
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·        Immediately following the interview, I wrote a well-crafted testimonial using the answers they provided. Whenever possible I used their words and their individual style of expression so that the testimonials sounded authentic, not canned.
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·        Then I emailed a draft of the testimonial to the person I interviewed and asked them to make any edits, corrections or additions they wanted. (Very few made changes to what I had written.)
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·        Once I had their approval I sent the testimonial to my client to post on their website.
Why did this strategy work so well?
For one thing my clients rock so they have customers who are eager to help them with a good testimonial. This is an element I have no control over. However, both clients had tried to get these favorite customers to write up their own testimonials with little or no response.  Frustrating, isn’t it?
My approach worked like a charm. Almost EVERYONE responded to my request for a 10 minute interview. Most people would rather talk than write. I guess that’s why I have a job as a copywriter!
Give it a try and let me know how it works for you. If you’re not comfortable interviewing your clients you might want to ask your assistant to conduct the interviews or consider hiring a copywriter to help. It takes some work to get red hot testimonials but it’s worth the effort!
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Internet marketing requires that you constantly create new content – ezines, blogs, articles, press releases. And, don’t forget social networking sites like Twitter and Facebook! If you’re not utilizing your content in these various avenues, you’re limiting your marketing exposure. It sounds overwhelming, doesn’t it? It doesn’t have to be…when you use repurposing as a shortcut.
Look at what you already have stored in your content “reservoir”. By creatively expanding what you’ve already developed, you can leverage your time and energy with multiple results. For example, if you’ve been interviewed you can use the information found in your outline or transcript to create blog posts, newsletters or downloadable reports. Let’s say you’ve written an article, use that article in a public presentation or teleseminar by tweaking it to meet the needs of your audience. Just make sure to take the time to organize your content and make the appropriate adjustments depending on your format.
If you’re working with a professional ghostwriter or copywriter, make sure you give them access to your “reservoir” too! I’ve helped many clients repurpose their content from blogs to info products to presentations. The additional benefit of having access to this reservoir is that it helps me to mimic the style of writing. So when clients ask me, “Do you really want to me to send you this old article?” I usually reply, “Yes, send me everything!”  Even if I don’t use all the content it gives me valuable background information.
Repurposing is a huge timesaver. In fact, I used it in writing this blog post! It was based on an interview I gave last year - Leveraging Your Knowledge for Profit – How to Confidently & Quickly Create Compelling Content. So before you jump into your latest project, think about what you can repurpose because with a little tweaking you can save a lot of blood, sweat and tears.
Be sure to share any repurposing tips with me!
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Are you stumped when it comes to picking a topic for your next blog? When I’m trying to figure out what I want my next blog or newsletter to be about, I think back on the conversations I’ve had that week – especially with my clients.
For example, I’ll have a week where it seems like everybody is asking me, “How do I get a good testimonial? What’s the formula for that?” Then I’ll have a week where everybody wants a press release. “How do I format my press release?” When I stop and think about these conversations I’ve had I end up with great ideas for my next blog or newsletter.
If you start thinking about the conversations you’re having on a regular basis, you’ll realize how much information you have to share that you may not even be aware of. Sometimes we’re just not conscious of how much information we’ve stored up over the years. By observing your conversation patterns, you’ll also get great insight on topics that others find interesting. What do you know that others want to know? That’s exactly what you want to be sharing in your blog.
In addition to being aware of what you already know, be a good observer. We make observations every day, but a lot of times we’re not actively observing. When you watch a commercial or read an article in the newspaper you probably have an opinion about it. I like to have a notebook with me at all times so I can jot down different observations that I make throughout the day. When it’s time to write a blog I can often relate those observations back to my own industry.
Another suggestion is to imitate those you admire. This doesn’t mean you should plagiarize. Never copy and paste someone else’s material. Not only is it unethical, it’s not authentic and ultimately defeats the purpose of blogging.
However, you can and should read other people’s blogs and newsletters. Get on your competitor’s websites. Start getting a feel for what you like. Are your favorite articles funny or inspirational? When you get a sales email, what gets you to buy, and what gets you to hit delete? You’ll start to see what appeals to you and what doesn’t. Many times reading other people’s information is what’s going to get you excited about sharing your own information.
Please share any tips that have helped you stay inspired as a blogger. Now if only I could find the time to blog – still working on the solution to that problem!
FYI - I talked more about the benefits of blogging and how to maximize their exposure in a recent interview with Kim DeYoung of Metromom.com, Leveraging Your Knowledge for Profit – How to Confidently & Quickly Create Compelling Content. Click here, scroll to the bottom of the page and choose the “Essentials Program” to learn how you can download individual interviews (like mine) and get a transcript of the entire call.
Tags: blog, blogger, conversations, observer
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I’m really excited to be one of the speakers at the upcoming Metromom Online Success Telesummit. I’m one of 18 experts sharing information on how to maximize your time and energy with knock-out internet marketing strategies. There will be so much great information about blogging, press releases, social networking, SEO techniques and much, much more.
My talk is about Leveraging Your Knowledge for Profit – How to Confidently & Quickly Create Compelling Content. I will share the following tips:
- How to determine you area of expertise so you can share your information with confidence
- How to be (and stay) inspired so you never experience writer’s block
- How to get it out of your head (or your hard drive) by capitalizing on your style of communication
- 3 shortcuts on recycling content into various forms - articles, newsletters, blogs and even info-products
This is a virtual event that takes place on May 1st and 2nd and the best part is that there’s no cost to sign-up! You can go to this page to learn more about it and watch a great video by MetroMom Founder, Kim DeYoung. (If you can’t make it on May 1st and 2nd sign-up anyway so you can learn about various packages that include MP3s or CDs for all 18 calls.)
Tags: blogging, content, Metromom Online Success Telesummit, press releases, Social Networking
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It’s tricky isn’t it? If you’re too professional, you’re not taking advantage of the “social” aspect of Facebook by forming “friendships” with others. But if you’re too personal you risk damaging your image as a businessperson.
Here are some tips to help you “walk the fine line”:
Use your real name. People won’t trust you if you hide who you really are. So even if you’re using a “stage” or “nick” name like “Marketing Queen” make sure your real name is available.
Provide contact information. You can use your own discretion when it comes to cell phone numbers and mailing addresses. However, you should always list your website and an email address. This information not only helps establish your legitimacy, it also allows potential clients to contact you directly.
Use the right photo. If you want to play it safe go with a professional headshot. However, there’s nothing wrong with a nice candid shot, as long as your face is clearly visible and there aren’t distractions in the background. I know people who decide to accept or reject friend invitations solely based on the photograph so make sure it’s a good one!
Keep your profile interesting. Write your profile in the first person in a natural, conversational manner. Let your personality shine through because the whole point is to start building relationships. Get personal – but not too personal. If you go on and on about the mundane details of your life, people will lose interest so keep it simple.
Visit my profile on Facebook to learn more about me!
If you have a hard time writing about yourself you can ask a copywriter to help you with your Facebook profile. Just make sure you provide the writer with enough information so that the profile is personal. Nancy Marmolejo provides great social networking tips on her blog so check it out if you want more ideas.
Tags: Facebook, Nancy Marmolejo, profile
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