Archive for the ‘Copywriting’ Category
Testimonials build your credibility like nothing else can. Online this is especially true if you include a photograph, name and contact information like a phone number or web address. Most customers probably won’t follow-up and contact your source. However, the fact that you’ve given them that option makes them feel much more secure.
Make sure that they don’t get lost in the rest of your copy. Mike Capuzzi, a well-known copywriter, recommended in a webinar I recently attended to insert testimonials in a screen box and using a handwritten font to dramatically increase response.
In previous blogs I’ve talked about the best way to get a good testimonial – while they’re hot. If you provide excellent service you’ll get positive feedback and that’s the IDEAL time to get a testimonial from them.
If you haven’t been regularly obtaining testimonials you can always backtrack and contact customers you know are happy with their results. In this case call or email them and ask if they would like to participate.
Give Them a Formula
If they agree send them the following formula to help them get started. (Take a few minutes and personalize this formula for the best results.)
1. Please share any sincere and enthusiastic expressions of the benefits and results you’ve enjoyed from my service/product. What stands out in your mind? How is my service/product different?
2. Before (hiring me or buying my product) what were the biggest challenges or problems you faced?
3. Please share the three or more significant improvements (if you can be specific please include the number of clients/ revenue growth/increased productivity etc.) thanks to (my product or service).
4. (This is completely optional; let me know if you want to include the following line.) If anyone has specific question or wants to know more about the value of your (service or product), please have them call/e-mail me. I’ll be happy to talk to them about it. (List name, company name, e-mail, website and phone.)
People have the best of intentions but are often busy. Tell them that they can jot down their ideas in an informal format and you will edit their testimonial and send it to them for their final approval.
Have you had success getting testimonials? Please post a comment, I’d love to hear your suggestions.
Tags: testimonials
Posted in Copywriting, Internet Marketing, Marketing | No Comments »
We buy from those we know and trust. Think about your own experiences buying something. The really good salespeople establish a rapport before they even try making a sale. If they’re REALLY good you not only purchase the product…you don’t regret your purchase later.
There is an even greater need for rapport when you’re selling a product or service online. The internet is impersonal by nature. Here are a few suggestions that will help you establish that rapport with potential customers:
1. Make the person reading your copy feel as if you are writing directly to them. Use the words “you” and “I”.
2. Say “you” more than “I.” In fact, go ahead and count how many times you say “you” versus how many times you refer to yourself or your company. It shouldn’t even be close. Save the “I” or “we” for the About Us page on your site.
3. When writing have a specific person in mind and write it for them. Try to think of someone you know that is in your target market but knows little or nothing about your product.
4. Be authentic and sincere. Let your personality shine through. You won’t seem like a salesperson, you’ll come across as a real person.
Tags: Copywriting, rapport with customers
Posted in Copywriting, Marketing | No Comments »
As a copy “writer” clients often ask me questions about copyrighting. All of my clients retain their “copyright” even if I write all the material for them. Basically, a “copyright” offers you protection for original works of authorship.
If you have questions about your copyright or perhaps a trademark you should contact an attorney. Copyright, IP & Trademark Lawyers specialize in these issues. I recently came upon a website that explained the basics of copyright. Freeadvice.com provides easy-to-understand legal information to consumers and small businesses. Here are the questions they answer:
- I have a great idea. Can I copyright it?
- How long is copyright protection valid on new works?
- What is a “Copyright”?
- What rights does a copyright owner have?
- If I buy a copyrighted work, why can’t I do anything with it I want?
- When do you have a copyright?
- Can I use someone else’s copyrighted work?
Here is the link to the section on copyrighting - http://law.freeadvice.com/intellectual_property/copyright_law/115
Posted in Copywriting | No Comments »
I’m really excited about my new upcoming website design. It’s been an interesting process for me. I put together my current site with very limited web design skills. I knew it was time for a new look. This time I hired a professional so I thought it would be easy… However, I found it challenging to figure out what kind of design it was I wanted!
I now can empathize with my clients. It’s a process to put together a website and when you’re investing your time and your money you want to do it right. Of course, my job is to help clients determine the right copy for their website. My advice to you whether your hiring a copywriter or a web designer is find someone you work well with and who is patient. Thankfully my designer has been patient with me!
I also want to mention that I’ve made it easier to post comments on my blog. You no longer have to jump through so many hoops so feel free to leave a comment.
Posted in Copywriting | No Comments »
I just finished listening to a teleseminar for copywriters by the famous Joe Vitale. It was interesting to hear his distinction between manipulation and persuasion in copywriting. He said the difference lied in your personal belief. Do you believe the product or service you’re writing about will truly benefit the target audience? If the answer is yes, then your copy is persuasive. If the answer is no, then you’re being manipulative.
Copywriters obviously spend most of their time writing about their clients’ products and services.  Do you need to believe in the value of the service or product to write persuasive copy? Yes, you do. Many of my clients seem to be aware of how important it is to find a copywriter that’s truly engaged. I’ve observed when they’re in the process of hiring me that they are often looking for my honest impressions. That’s smart!
When you hire a copywriter, or any kind of a marketing professional, find out what they think about your service/product? This might take a bit of probing but it’s worth the effort. You want someone who is going to be authentic and sincere in their writing.
A few times I’ve declined projects for that very reason. I knew my heart wasn’t in it and it wouldn’t be fair to this potential client to let them hire me so I referred them to someone I thought would be more appropriate. Some writers or marketing professionals might not be that upfront with you. So take it upon yourself to find out what they really think. Your reward will be authentic, persuasive copy.
Posted in Copywriting, Marketing | No Comments »
