MarketingMoment

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Some of my clients originally came to me courtesy of their competitors! They knew the competition were doing something really well with their marketing and advertising, but didn’t know how.

Having spoken with them and researched the competition, it quickly became clear that they hired copywriters.

Hiring a professional wordsmith has been shown time and time again to be a wise investment. Dozens of companies — including Lastminute.com, Independent Newspapers, NEC, IPC Media, Holland & Barrett, Centaur Communications, National Magazine Company and FilmFour — certainly think so. And who am I to tell you any differently? I’d soon be out of work if I did!

So, have you ever hired a copywriter? Do you really need to? Yes!

All businesses – no matter what size or type – have ongoing communication needs. Think of staff newsletters, press advertisements, website content, news releases and a number of other written materials. These are all communication vehicles used to best reach targeted audiences, whether made up of your employees, partners, customers or prospective clients.

When it’s wise to bring in the professionals

“Yes, but I know how to write,” you’re thinking.

That’s great, but do you have the time? (Good, effective writing is time consuming and labour intensive.) Can you really be bothered? (You want to be free to concentrate on what you’re best at.) Even if you could, do you have the necessary skill sets to communicate your company’s message effectively to its target markets?

Let’s face it, you wouldn’t expect someone without a medical background to operate on you. A copywriter is an expert at using words to position your business favourably.

During one summer, I got a call from a client. He’s absolutely fantastic at what he does but admits he’s not writer. Even so, he reckoned he knew enough about his own product to give writing his sales brochure a shot. He called to ask me to “give it a quick once-over” and make sure there were no typos. There were a few misspellings. That didn’t worry me too much. What did was the fact that, while he had included his company’s core messages, it was all very confusing. After a re-write, he agreed that the brochure was much easier to understand.

Make the right kind of splash

Most freelance copywriters work in varying industries. However, that’s not as important as their main speciality: persuasion through language. They do more than produce copy that merely informs; they analyse the way people are in today’s changing global marketplace and craft your message in such a way that it really makes a splash. In turn, that gets the attention and sustained interest of the audience you wish to reach and prompts buyers to do just that – buy.

Even if you do get your reader’s initial interest, this age of information overload and heightened scepticism means you have to work harder to bypass the “Why should I care?” and “Yeah, right!” objections that your target markets will share. That’s where a copywriter comes in handy.

When you hire a copywriter, not only are you paying him or her to write – you are paying her to think how she can overcome any potential problems. She’ll use a selection of proven techniques that appeal to the emotions without hype so that your copy gets real results. The desirable kind that can help your business grow.

Perhaps the best thing is that you can use and pay for copywriting services only when you need them. The only time it isn’t cost-effective is when you don’t get results. Investing in a proven professional copywriter is an investment that should pay off not just once – but time and time again.

By Tracey Dooley, Creative Consultant | PR Guru | Marketing & Alliance Strategist

(C) 2007-11 T Dooley, All Rights Reserved

Want to use this article (or any article, tip or post on this blog) on your website, blog, a message board or in an ezine? Not a problem! But please give credit where it’s due. You MUST include copyright info above, along with the following:

Tracey Dooley is a freelance copywriter, editor and marketer. She has spent 18 years crafting compelling concepts and copy that successfully sell, inform, educate or entertains. Her expertise runs across many different sectors and her client list includes marketing agencies, a leading supplier of personal computers, semi-conductors and telecommunications equipment and the UK’s largest TV and interactive production company. =====>  www.mediaminister.co.uk.

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In today’s economy, when marketing budgets are tight, most people are looking more closely at return on investment (ROI). One tool that has consistently surpassed other channels in terms of ROI is email marketing.

“But hasn’t social media well and truly stolen email’s thunder,” you ask. Not quite. And if you have scaled down or are thinking of abandoning your email marketing efforts, then you should think again. Email marketing is here to stay…

According to the Direct Marketing Association’s 2010 Email Marketing Benchmark Report, the channel remains effective for organisations of all kinds, with an overall average UK open rate of 17.98 per cent and a click-through rate of 3.56 per cent.

Not only is email one of the — if not THE — most cost-effective marketing methods, it also provides unparalleled reporting. This means it’s easy to work out what works and what doesn’t, and makes establishing the most effective tactics for any given offer or audience an effortless task. Which goes a long way in explaining why leading companies around the globe still consider it as a top priority in their marketing plans.

Further Reading: Avoiding the ‘Delete’ Key: http://bit.ly/9qj0Wd

By Tracey Dooley, Creative Consultant | PR Guru | Marketing & Alliance Strategist

Not getting results? Let Tracey teach you how to write email copy that impresses the spam filters AND your readers: http://www.mediaminister.co.uk/products.htm#Online. Having trouble with converting visitors into buyers once they get to your website? Check out Website Copywriting Secrets that Convert Web Readers into BUYERS.

(Why struggle needlessly when you can get expert help and/or affordable mentoring and have fun attracting new business easily?)

(C) 2010-11 T Dooley, All Rights Reserved

Want to use this article (or any article, tip or post on this blog) on your website, blog, a message board or in an ezine? Not a problem! But please give credit where it’s due. You MUST include copyright info above, along with the following:

Tracey Dooley is a freelance copywriter, editor and marketer. She has spent 18 years crafting compelling concepts and copy that successfully sell, inform, educate or entertains. Her expertise runs across many different sectors and her client list includes marketing agencies, a leading supplier of personal computers, semi-conductors and telecommunications equipment and the UK’s largest TV and interactive production company. =====>  www.mediaminister.co.uk.

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Do you sometimes struggle with your marketing? Or perhaps you’re at the stage where you need to increase the response of your advertising or your website?

Well, take a leaf from Socrates’ book (or clay tablet, as it was centuries ago)…

Socrates was perhaps the greatest master of persuasion. His tactic was to get people to agree with him, or concede their side of the argument, belief, or debate, by getting them to say “yes”. He would do this by asking questions that people would simply have to answer in the affirmative. And he’d do this over and over until they agreed with him!

How does this help you?

By getting your prospects to agree with your statements or questions, then each time they do they are one step closer to becoming a buyer.

Why not try this ‘Socrates Method’ in your advertising and marketing, and see what happens? Oh, and feel free to report any findings here.

(C) 2010-11 T Dooley, All Rights Reserved

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When was the last time you took a long, hard look at your branding? What’s that? Branding is just for big corporations? Rubbish! It’s vital for ALL businesses. Really, every business, no matter how small, MUST have a recognisable brand. (Yours probably does; you may not just know it does.)

Moreover, it’s important to evaluate your brand from time to time — give it a ’spring clean’, so to speak. And with signs pointing to the country emerging from the recession, now is the time for us all to consider sprucing ourselves up with a bit of fresh branding — if only to let people know that we are still here . . . that we survived the economic downturn.

Now, before we go any further, let’s just get one thing straight: Your logo is NOT your brand. Rather, it is just ONE element of your overall branding.

So what exactly is branding?

Simply put, a brand exists in the ASSOCIATIONS your clients or customers have with it. And branding is about getting your prospective customers to see you as the ONLY one that provides a solution to their problem, want, need or desire. That means making sure everything you say, do or write supports that objective.

Here are six ways to help your business on the way to becoming a successful brand — whether you are re-vamping your current branding or just starting out:

1. Are You Conveying REAL Value? Is your brand ‘promise’ resonating with prospects and customers? Is it delivering the way you want it to? In other words, does the customer experience equal their expectation?

You need to make sure what you are offering and what you stand for are enticing enough to differentiate you from the competition. Think about what your target customers want from your product or service and that your competitors can’t provide. Then make a compelling claim about whatever it is and BACK IT UP to create brand trust and brand loyalty. And always, always deliver on your promises.

2. Are You Making the Best Use of Your Words? If you can clearly and compellingly communicate your value to prospects in fewer than 20 words, then skip this part. If not, read on.

Your words — those that you use on your website, in your brochures and for other branding materials — should establish a relationship with prospects by relaying the benefits of your product or service. These benefits can be emotional, functional or self expressive. So instead of simply stating you’re a life coach, for example, focus instead on what unique benefits you provide. It might be that you specialise in self-confidence coaching, or perhaps your USP (unique selling proposition) is that you also offer nutritional advice, thereby offering a distinctive holistic approach.

3. Are the Visual Aspects of Your Brand Making the Right Impression? Because the consumer mindset equates quality promotional materials with a quality product or service, it goes without saying that quality materials speak volumes about your business. It is not accidental that ‘posh’ or big-name restaurants have fancy signs, business cards and even menus; all reinforcing the same message of supreme quality. It would be difficult to sell a high-quality dining experience with homemade flyer stapled to a telegraph pole. In that vein, the look and feel of your branding materials should consistently, accurately and effectively reflect your brand and give it ‘life’.

NB: Before you change the entire direction of your design, take heed of an advertising adage that says by the time you are tired of your ‘look’, other people (including your prospects) are just starting to notice it. So don’t drastically change things. A simple logo change, but keeping the same colours, or modifying your slogan, may suffice in making your brand feel fresh without losing its original appeal.

4. Are You Up to Date? It makes sense to ensure all product information, pricing, ordering procedures, delivery policies, etc, are up to date. But you’d be amazed at how many out-of-date materials are out there. This morning, I followed a link to an elapsed (by two years!) limited-time offer being advertised. That sort of oversight can do more harm than good for a business brand.

5. Are You Being Consistent? Consistency is one of the best ways to establish trust in any marketplace. So make sure all your marketing materials convey the same look and feel — that includes your core messaging and the tone of your wording. Of course, they don’t need to be a complete match, but when viewed side by side your stationery, website and other materials should form a cohesive ‘family’. One that preferably has an appealing image and so is able to evoke the desired emotional response in your prospect’s mind. Remember, awareness and recognition are key drivers to a growing business.

6. Are You Social Enough? Recent studies have shown that the adoption by businesses of social media has more than doubled over the past year. Have you a consistent, relevant and distinctive presence on sites such as Facebook, LinkedIn and Twitter? I personally find Twitter to be one of the most effective ways to build my brands. With no less than three million ‘tweets’ or messages created every day and approximately nine million users, you really should give it a go — before the revolution is over.

Twitter enables you to easily monitor what is being said about you and your business via its inbuilt search engine. So if you come across inaccurate or negative information about your company, you have the opportunity of redress. And remember, everything you say and do on social media sites BECOMES your brand.

Many companies are increasingly using Twitter for creating or raising brand awareness, as well as reaching prospects by providing valuable links and information. If that sounds like your competition, why aren’t you doing the same? If you are, then perhaps it’s time to assess what is and isn’t working or even start something new altogether.

Branding is an essential tool in delivering company profitability. By periodically reviewing your branding, as well as your other marketing strategies, you should create a strong ‘personality’ that gets the right message to the right audience . . . which can ultimately lead to sales and business growth.

By Tracey Dooley, Creative Consultant | Editor | Copywriter

(C) 2010 T Dooley, All Rights Reserved
Got your USP nailed down but having a difficult time marketing it? Then consider a ‘power coaching’ session. I can give you everything you need to know to create a compelling USP, positioning statement or marketing message that will appeal to the best customers for you — plus LOTS of other crucial techniques to help you fill your sales pipeline. You can read more about my marketing consulting programmes — including one-off sessions — at:

www.business-marketing-advice.mediaminister.co.uk

(Why struggle needlessly when you can get expert affordable mentoring and have fun attracting clients easily?)

Want to use this article (or any article, tip or post on this blog) on your website, blog, a message board or in an ezine? Not a problem! But please give credit where it’s due. You MUST include copyright info above, along with the following:

Tracey Dooley is a freelance copywriter, editor and marketer. She has spent 18 years crafting compelling concepts and copy that successfully sell, inform, educate or entertains. Her expertise runs across many different sectors and her client list includes marketing agencies, a leading supplier of personal computers, semi-conductors and telecommunications equipment and the UK’s largest TV and interactive production company. =====>  www.mediaminister.co.uk.

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Great news for all you salon owners out there who are fed up with costly, inconsistent marketing results and who want to spruce up their client numbers/spend. MediaMinister is now offering a £20 price break on flyer writing.

You know that standard shpiel that you see in the newspaper ads? The name of the salon and a list of services, with their contact information and maybe a nice photo or two and a discount… Well, chances are you’ve tried something similar and it didn’t work. Apart from being a costly mistake, you realise now that it was badly targetted and, worse, it sounded just like what every other salon is doing. BUT that’s not such a bad thing. Everyone, and I mean EVERYONE, makes mistakes. The important thing is learning from them.

I’ve spent the better part of this past year educating myself on salon marketing - what works, and what doesn’t.

If you’ve neither the time nor the inclination to write another failed advertisement, and want to see some real results, then ask me for help customising your next promotional piece today! Remember, I’m dropping £20 off the price of a salon flyer writing service if you order yours before the end of March.

“Brilliant. How do I order my ‘real results’ salon flyer writing service?”

Simply use the form on my contact page, send me your full details, project brief and any notes, drafts, background or research materials and we’ll take it from there. Or reply to this email for further information.

And remember, my clients are always covered by my personal guarantee.

Know someone who could reap the rewards of this offer? Great! Just let them know and I’ll take care of the rest. BONUS: If they invest in my creative services, I’ll pay you up to 33% of the sale. See my affiliate page for more info.

Offer ends 31 March 2011.

Please note: Orders are on a first-come-first-served basis. I may have to withdraw this offer at any stage, due to demand and my current client commitments, so be sure to get in there early.  

*NB: Other marketing activities are available as add-ons at reasonable prices. I may also be able to create a tailored package around your marketing budget to suit your specific business needs. Just ask.

PETIT PRINT: Offer valid until the end of March 2011 only. Not to be used in conjunction with any other offer. Offer for CfS subscribers only (you can subscribe here for FREE and your privacy is guaranteed at all time), and is based on a first-come, first-served basis. Be quick: I reserve the right to pull or modify the offer without notice if my schedule gets too busy.

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Whether your company is still feeling the pinch of these brutal (and frankly confusing) economical conditions, or whether there are personal factors affecting your bottom line, one thing is certain: to succeed in business you have to keep on marketing.

Don’t market your products or services . . . and your business will fail. And that goes for ANY business in ANY economy.

Here are five low-cost ‘no-brainer’ marketing tools you can use right now to help break out of a sales slump and boost your revenue — and therefore your staying power. In fact, it’s a strategy that has been proven to work irrespective of which direction the economy is heading.

1. Reactivate ‘Stale’ Clients

It’s a well-known fact that it is 5-7 times more expensive to acquire a new client (or customer) than it is to get a repeat sale from an existing or even ex client. Yet still, business-owners are all too often so busy chasing new clients that they completely overlook what they already have: a gold mine of neglected sales. And even if they don’t ignore their former clients, most companies never properly implement or even consider a follow-up strategy.

There are numerous ways to  ‘mine’ lapsed clients. Here is one of the quickest and perhaps easiest methods:

Simply pick up the phone (or write to them, if you prefer) and ask how thing are going. Apologise for it being a while since you last were in contact. Check how they’re doing, and what’s going on with their business, etc.

The purpose of the call is NOT to sell your new product or ask for more work, but rather to remind them that you exist. You’ll be surprised how many ’stagnant’ clients will say, “Hey, while you’re here, I’ve got a need for…”

Don’t feel like contacting them? No problem! But you can be sure that when you are not talking to your former clients on a regular basis, your competition will be.

2. Have a Referral System

You’re probably like a lot of people; you think that as long as you do a good job, then you’ll get recommended. Well, sorry to be the bearer of bad news but that doesn’t quite cut the mustard. Sure, you’re bound to receive a few referrals here and there, but to really leverage your good work, you have got to be more proactive and have a referral system in place.

The next time you finish a job (or deliver a great product) — and each time after that — pick up the phone or email your client and ask for a referral. (I know this can be hard, but the more frequently you do it, the easier it can get.) However, don’t use the R word itself: for many people the word “referral’ has negative connotations. Instead, simply ask, “Who else do you know that would be interested in my services/product?”

Another great way of generating more referral business is to give an incentive to compel customers to happily provide their friends and colleagues’ names and addresses to you. A gift certificate or a discount on future orders are two popular incentives.

It’s a good idea to personally thank people when they recommend you. They are more likely to remember your gesture, and will acknowledge the weight the referral carries. I usually send a thank-you note and a small gift.

3. Leverage F.R.E.E. Publicity

It’s difficult to beat public relations as a marketing tool. It’s free, believable (when your story is published in a newspaper, for example), gets you noticed, helps spread the word about you or your company, helps establish your identity, gives credibility and, best of all, it can generate quality leads.

Journalists and news reporters are always looking for good stories. So commit to writing at least one press release every month or so, and aim to get it published in places where your target audience is likely to see it (or hear it, if it’s a radio station). Sooner or later, your release will be picked up, and then it’s “Bingo” all the way!

The trick with getting your media release into newspapers, magazines, and television and radio stations is to make sure they’re newsworthy or at least have an interesting hook, write a compelling headline that sums up the story AND grabs the reader’s attention in as few words as possible, use active verbs and stick to facts (no fluff allowed in the domain of news releases).

4. Hold a Prize Drawing

A great way to get noticed and generate new leads is to host a sweepstake or contest, with a prize that hits your ideal customer’s ‘hot buttons’. Make it desirable enough that people will play again and again, or invite others to play. Promotional materials such as T-shirts, mugs, bags or pens inscribed with your logo and web URL also help spread the word.

5. Give Something Back

Finally, be charitable. Sponsor an event — a local photography competition, for example — or a youth sports team (you could provide T-shirts for them with your logo on the back, for instance), or team up with one of your local charities and help with fund raising. All of these are terrific ways to position your company in a positive light in your community.

Variety is the Key

So whether you are suffering from a seasonal downturn in business or are feeling the consequences of the larger global economic meltdown, don’t let these valuable opportunities pass you by. Get going with one new tactic today and introduce another every month or so, if that’s what it takes. Just make a start! Your business will thank you for it in the long run.

By Tracey Dooley, Creative Consultant | PR Doctor | Marketing & Alliance Strategist

If you want to learn how to systematically implement a simple-yet-powerful reactivation strategy that adds 10-30% to your business profits with little time, money or effort on your part, and at absolutely no risk to you, then please get in touch for your no-obligation complimentary consultation by visiting my sister site: www.traceydooley.com

Please be aware that I am offering this service to just one company at this time. This company will learn just how easy it is to implement — and execute — this sustainable 2-step profit technique . . . and it WILL gain an incomparable competitive advantage. All places are on a first-come, first-served basis.

(Why struggle needlessly when you can get expert affordable mentoring and have fun attracting clients easily?) 

(C) 2009-2011 T Dooley, All Rights Reserved

Want to use this article (or any article, tip or post on this blog) on your website, blog, a message board or in an ezine? Not a problem! But please give credit where it’s due. You MUST include copyright info above, along with the following:

Tracey Dooley is a freelance copywriter, editor and marketer. She has spent 18 years crafting compelling concepts and copy that successfully sell, inform, educate or entertains. Her expertise runs across many different sectors and her client list includes marketing agencies, a leading supplier of personal computers, semi-conductors and telecommunications equipment and the UK’s largest TV and interactive production company. =====>  www.mediaminister.co.uk.

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Add my RSS feed to your reader now so you never have to miss a post.
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Want to use this in your ezine, blog or website? No problem! Just let me know. I’ll send you a short resource box/bio to include.

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Everything we do involves an ‘underlying motivator’ that drives the motion or action taken. For example, you might take up running to lose weight, in which case, the ‘lose weight’ is the underlying motivator.

Similarly, underlying motivators play their part in getting people to do certain things — whether that be encouraging your bank manager approving your overdraft account, persuading an event organisation to take you on as a guest speaker, or enticing a prospect into buying your products.

The better you understand your clients or customers’ motivating factors or ‘motivators’, the easier it will become to convince them to buy from you…
As well as closing sales, understanding and addressing what motivates your customers will help create clearer and more effective communication.

There are five major motivating factors:

1. Recognition
Those motivated by gaining ‘recognition’ are essentially interested in gaining greater admiration, esteem, celebrity, notoriety, regard or respect.

For example, let’s say you are an image advisor. One of the main recognition motivators your target group shares is that they want to look and feel good. Some might go one step further and aspire to follow the style of, say, Sienna Miller.

Often, people who improve their physical appearance are more successful because of their confidence boost. If you can tap into this prime motivator and understand it well enough with regard to how your product or service fits in, then you will be a lot closer to motivating your prospects to buy from you.

2. Profit
Your prospective customers might be influenced by the ‘profit’ motivator. This involves people striving for success or gaining more acquisitions, growth, income, money, possessions or wealth. Are any of these provided by what you offer?

3. Urgency
This is a good one, but it is often overlooked or underplayed. Just think what would have happened if there were only 10 copies of J K Rowling’s follow-up to the first Harry Potter release! People are more inclined to take immediate action and justify their purchase decision if there is a sense of urgency about whatever it is that they are buying.

4. Efficiency
This is an enormous motivating factor — and an important one to consider, especially with today’s frenetic-paced society. Perhaps you can demonstrate that your product or service will save your prospects time and effort…

5. Internal
Some people are motivated by ‘internal’ factors. So focus on things such as creativity, duty, intellect, honour, morals and philanthropy are important to this group.

Finding out what your visitors want is vital, but finding out WHY they want these things reveals their innermost motivations. Target these motivations with your marketing, advertising, PR and web content. When you write words that tie into the emotions of your readers, and about what really motivates, you will never lose their interest or attention.

In my years as a PR exec, journalist, editor, copywriting and marketing I’ve discovered that telling people the truth and giving a reason WHY you’re saying what you’re saying is one of the most powerful psychological motivators to get people to take action. That might translate into your prospects picking up the phone to place an order, send back a reply card for more information or just simply reading all that you have to say.

I’ve also discovered that pain is perhaps the biggest motivator of all.

All animal life revolves around two powerful psychological motivators: pain and pleasure. And every single minute of the day, we are trying to either seek pleasure (through dreaming, thinking or attaining our goals, aspirations and desires) and/or we are trying to avoid pain (steering clear of traffic jams, not getting frustrated by anything or one, and so on),

People will do pretty much anything to avoid or get out of pain.

So you tie this into the specific pain your target audience — your prospective customers — are concerned about and the pleasure they hope to achieve and whether your product or service can help them.

You could ask questions like, “What would this person lose if she fails to buy my product/service?” “What is the cost of failing to act or delaying to buy?” and “What if this product/service wasn’t available anywhere?”

Just think of ways to slant your marketing messages to include motivational triggers to the emotions generated by carefully chosen and placed words. However, never be aggressive, arrogant or pushy in your presentation. That would only damage your motivational trigger . . .  and your prospect will walk away.

And bear in mind that you are NOT creating pain for your prospects. You are simply helping to see the pain — that is already there — for what it really is, and comparing it to what could happen/would be if the pain was removed and ‘pleasure’ was put in its place.

Essentially, it all boils down to playing detective. Find out what motivates your current customers as well as what motivated them to do business with you in the first place, and use this knowledge to tap into your prospects’ ‘hot’ buttons. That way, you’ll be much closer to closing the deal — and way ahead of your competitor, paarticularly so if they fail to acknowledge the importance of motivators themselves.

By Tracey Dooley, Creative Consultant | PR Doctor | Marketing & Alliance Strategist

Online marketing not getting the results you want? 
Let Tracey teach you how to produce PPC ads, blogs and email 
copy that impresses the spam filters AND your readers: http://tinyurl.com/ywyucg

(Why struggle needlessly when you can get expert affordable mentoring and have fun attracting clients easily?) 

(C) 2007-2011 T Dooley, All Rights Reserved 

Want to use this article (or any article, tip or post on this blog) on your website, blog, a message board or in an ezine? Not a problem! But please give credit where it’s due. You MUST include copyright info above, along with the following:

Tracey Dooley is a freelance copywriter, editor and marketer. She has spent 18 years crafting compelling concepts and copy that successfully sell, inform, educate or entertains. Her expertise runs across many different sectors and her client list includes marketing agencies, a leading supplier of personal computers, semi-conductors and telecommunications equipment and the UK’s largest TV and interactive production company. =====>  www.mediaminister.co.uk.

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One day it’s pay-per-click (PPC) advertising . . . the next it’s Social Media . . . then it’s a new variation on SEO (search engine optimisation) . . . and the list goes on. While these tools can help a business, not one has proven to be the ‘magic bullet’ to catapult your business to success and really set you apart from the competition.

However, there is a single, often-overlooked tool that can and does.

Many top business-owners and marketers from around the world use it. It has the power to make everything you do for your own business work better — from product launches right through to traffic strategies to customer service.

By disregarding this tool, you run the risk of letting your competition take full advantage of it . . . and so accede to them not only getting better results from ANY marketing technique or strategy they use, but also gain a significantly better market share than you.

So what is this essential business tool?

Copywriting.

“Yes, but I already know how to write,” you’re thinking. That’s great. But while we can all ‘write’, copywriting involves SO much more than simply penning a few well-crafted words. Before she or he writes, a good copywriter will spend a considerable amount of time researching the intended audience. They’ll make sure they understand buyer behaviour and how to craft your message in such a way that it really makes a splash.

The Key to Your Success — Online or Offline

Good copywriting can make confusing policies crystal clear. It can keep inter-company communications running smoothly through the careful use of words. And it can build relationships, be positively persuasive and ethically ’sell’ a company’s products or services.

In short, it is the MESSAGE that you present to your target market — at every stage of the sales process. And, as any top author, business-owner or marketing expert knows, WHAT you say and HOW you communicate with your prospect means everything to your business.

Considering Cost Effectiveness

The problem is that most entrepreneurs and SMEs lack either the time to do justice to their ‘business words’ or they lack the necessary skill sets in order to communicate their company’s message effectively.

There is no doubt that copywriting is labour-intensive and time-consuming. Let’s say you’re a small business-owner and you’re spending at least several days per week writing the copy for your sales letters or your blog posts. How much money could you have earned in that time? Would your business suffer more or less by continuing to write your own copy when you have one-hundred-and-one other things you need to do, as opposed to hiring a copywriter to take care of it for you?

No Short Cuts, Now, Please!

Okay, so let’s assume you have the time and you don’t mind that hiring outside will probably save you a lot more than your time is worth. You can always learn to master copywriting yourself through an assortment of educational tools.

What you need to do here is make sure you ALWAYS carefully choose the right words for the right audience and in the right context. If you don’t adequately explain how you differ from your competition . . . If you can’t convey all the relevant benefits you bring to your prospect . . . or the credibility you have . . . or you don’t know what response triggers to use . . . and more, then you are putting a very low ceiling on your overall business growth.

So don’t be tempted to cut costs or give short shrift to copy development. Instead, make sure you are doing everything possible to optimise the performance of the words you use for the benefit of your company. Believe me, your business will thank you for it.

By Tracey Dooley, Creative Consultant | PR Doctor | Marketing & Alliance Strategist

Better Writing Skills 101 — Write Your Way to Blockbuster Results and BOOST Business to Boot explains the ins and outs of good, effective business writing and shows you how to work within the ‘rules’ (or, indeed, when to break them) to write persuasive or professional emails, letters, brochures and more that are clear, convincing and make an impact. Find out more here:

http://bit.ly/BizWriting101

(C) 2010 T Dooley, All Rights Reserved 

Want to use this article (or any other entry on this blog) on your website, blog, a message board or in an ezine? Not a problem! But please give credit where it’s due. You MUST include the following:

Tracey Dooley of MediaMinister (www.mediaminister.co.uk) is an experienced copywriter, editor and marketer. She has spent 18 years crafting compelling concepts and copy that successfully sell, inform, educate or entertains. =====>  www.mediaminister.co.uk.

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(This is the second part of a two-part article, which I originally published in my ezine last year but is still relevant today. If you missed part one, you can access it here.)

6. Email Marketing

Despite the increasing problem with spam, email marketing still works. In fact, 2010 will still see to it that no other marketing vehicle will be as powerful, efficient and inexpensive as a regular eZine (email newsletter).

When done well, an eZine keeps your name in front of your customers and prospective clients, is a great showcase of your expertise and works to build relationships and trust with them.

Some eZines are nothing more than blatant advertising, so try to include as much valuable information as you can. It might be as simple as a local massage therapist regularly sending out a one-page update of case studies or offers, or news on the complementary health industry. Make it a New Year’s resolution to start or improve your e-newsletter in 2010.

Further reading: “E-Newsletters: Where to Start” — http://bit.ly/3Q8ZGL

“Newsletters that Build Customer Relations AND Fill Your Inbox with Orders” — http://bit.ly/6NYZGT

Aweber eZine Management — http://www.aweber.com/?212431

7. Web-Blog Synergy

Growth in e-commerce is leaping ahead of other sectors. According to figures from the IMRG Capgemini e-Retail Sales Index, online sales in July 2009 alone grew by 15.7% compared with the month before, and by 16.8% compared with a year ago.

This growth shows no signs of slowing down. So it’s vital that ALL businesses  have an online presence in order to get or remain competitive in today’s fierce marketplace. 
 Even a relatively simple website will do to begin with. Just something to get you online and that allows your potential customers, business partners, investors and employees to find out more about you quickly and easily.

The best websites integrate their website and their blog, the latter designed to keep the web presence ‘fresh’ and to update people on news, thoughts and ideas.

Further reading: “Is A Business Blog Worth It? — http://bit.ly/biz-blog

“Using Online Marketing to Your Advantage” — http://tinyurl.com/ywyucg

“Website Copywriting Secrets that Convert Web Readers into Buyers” — http://bit.ly/5UDTPR

8. Stress Benefits, Not Features

With all the companies and marketing messages out there claiming to have the best of X, Y and Z, you have to go that little bit further than most if you are to help people understand why they should buy YOUR product or service.

That means not turning features into benefits. By doing so you will position your business away from simply offering a commodity that everyone is presenting to delivering something special.

Further reading: “Are Your Benefits Featureless?’ — http://bit.ly/5jp5oj

9. Marketing is NOT Negotiable

We all know that well-managed companies are the survivors in any climate. They know how to pull through any recession or economic dip, and often come out stronger than the rest.

One of the most valuable lessons to be learned in lean times is that we need to be marketing more thoroughly and more smartly than ever before. After all, people will always need advice and services and products — regardless of what the economy might be doing.

As the study “Turning Adversity into Advantage: Does Proactive Marketing During a Recession Pay Off?”, shows organisations that a) value marketing, b) feature a corporate culture that rewards risk-taking, and c) are willing to up the ante on marketing efforts are those who come out on top.

“The firms that had all three characteristics did very well in a recession. But firms that are missing any one of them, they’re in trouble,” says Dr Gary Lilien, one of the report’s authors.

Marketing is something that ALL businesses absolutely must invest in if they wish to remain in business now … and in the future.

Further reading: “Turning Adversity into Advantage: Does Proactive Marketing During a Recession Pay Off?” — http://bit.ly/8REmTN

10. The Unexpected

Under promise and over deliver, that’s become my business motto. And it works. Good hotels leave guests chocolates on their pillow. Exceptional hotels will leave an eye mask or something equally useful and unexpected. These more thoughtful and imaginative hotels will gain by attracting customers that are fiercely loyal because they know the hotel has their desires and best interests at heart.

Over-delivering is quite simply the number one way to stand head and shoulders above your competition, and grow your business, to boot.

As well as providing excellent products and support to my clients and customers, I try to always go the extra mile. For instance, a regular client recently contacted me at 5pm on a Friday to see if I could fit in a small copywriting project over the weekend. It didn’t take me long at all, and the client was more than grateful. Yes, I do work typical business hours and I could have charged overtime and rush fees, but nurturing a strong client relationship — and repeat business — is worth a lot more to me.

I hope that some of my marketing insights will become your marketing practices for 2010 and beyond. Why not implement one or two today? You might find they transform your business for the better.

By Tracey Dooley, Creative Consultant | PR Doctor | Marketing & Alliance Strategist

Psssst . . .  Not sure where to start? As well as offering worksheets and home-study tools, I can give you profit-multiplying advice and pointers on things you can do straight away to attract new business with my Powerfully Effective Marketing sessions. 

(Why struggle needlessly when you can get expert affordable mentoring and have fun attracting clients easily?) 

(C) 2009-10 T Dooley, All Rights Reserved 

Want to use this article on your website, blog, a message board or in an ezine? Not a problem! But please give credit where it’s due. You MUST include the following:

Tracey Dooley of MediaMinister (www.mediaminister.co.uk) is an experienced copywriter, editor and marketer. She has spent 18 years crafting compelling concepts and copy that successfully sell, inform, educate or entertains. =====> www.mediaminister.co.uk.

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Add my RSS feed to your reader now so you never have to miss a post.
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Want to use this in your ezine, blog or website? No problem! Just let me know. I’ll send you a short resource box/bio to include.

The following article is one that I first wrote last year for my ezine subscribers, but is as relevant now as it was then.  So I thought I’d post it here. I hope you enjoy it!

.    .    .

As the decade draws to an end, every publisher and producer is turning their head towards the “top ten of ” … well, everything, it seems — films, books, TV shows, gadgets, it all makes for a good top ten list. Everything, it seems, but the top ten marketing insights for business.

So here are my top ten for 2010. They come from some of the insights I’ve had or come across about marketing to date that I believe will still be just as influential for your business in 2010.

1. Social Media

Hoping to become firm favourites with their target audiences, a lot of brands jumped on the LinkedIn, Facebook and Twitter bandwagon that rolled in and has since dominated cyberspace over the past few years. The problem is, despite their keenness and swiftness, they really didn’t invest enough time or resources to leverage either one. Worse, some businesses chose to ignore social media altogether. Big mistakes…

For these Web 2.0 tools are here to stay — at least until they’re replaced by Web 3.0 or something even more sophisticated. With that in mind, savvy marketers will make the most of them by building direct relationships and developing conversations with the very people they want to reach. Not only that, they will make sure they are being as authentic and credible as possible by being prepared to listen, share information or valuable resources and respond fairly quickly.

Further reading: “Reach a Wider Audience With Less Effort” – http://bit.ly/4BLXkA

2. Joint Ventures

One of the best ways to market a business — especially if you’re just starting out — is to set up joint ventures (JVs). This is where you partner with other businesses to sell your services or products to their customers or prospects.

There are two main ways of doing JVs: a) let your JV partners introduce what you’re selling to their customers for a set price, or, b) let them join your affiliate programme and earn commission for each service or product sold through them.

(PS Tried-and-tested JV Programme coming in 2010)

3. Honesty

Over recent years, there have been more and more ‘tell-all’ consumer-created TV shows and websites, thus signalling a new era of honesty and transparency.

By being authentic in everything you do or say, always delivering what you promise, being upfront about the small print and being as genuine and good to your word as you can, your customers are more likely to sing your praises, rather than badmouth you. Therefore, your reputation will grow and so will your market share. And, as Comcast found out, honesty can even transform a PR nightmare into an industry-leading customer service.

Further reading: http://comcastmustdie.com

http://twitter.com/comcastcares

4. The Good, The Bad & The Ugly

A lot of freelancers, entrepreneurs and businesses don’t have a system for determining which prospects would turn out to be good clients and which ones would not.  Others simply cast their net too wide. Rather than focusing on a niche or core client base, they are trying to be everything to everyone. This kind of marketing hardly ever works in your favour.

If clients are less than ideal, chances are they will end up draining your energy, productivity and overall enjoyment. So set up a system for recognising the warning signs of ‘toxic clients’ — it will save you time, energy and resources in the long run.

Further reading: “Engage the ‘Right’ Clients & Watch Your Business Grow” – http://bit.ly/8sGPDb

“Stop Working With Deadbeats! Attract IDEAL Clients & Knock Out The Competition Instead” toolkit — http://mediaminister.co.uk/products.htm

5. It’s Not What You Sell it’s the Way that You Sell It

How a business sells to consumers is just as important as what is being sold — indeed, it is more significant than ever before.

With today’s consumer more firmly in the purchasing driving seat, advertisers and marketers alike are having to change the way they communicate their message.

What sets apart a business in today’s shifting landscape boils down to one thing: Does the marketing message identify and appeal to customer ‘hot buttons’? That is, is what you are saying likely to trigger your prospect’s hidden psychological buying triggers?

You have to truly understand your target market. You need to know what makes them tick … what makes them buy. And then you use proven methods to ethically turn casual browsers into qualified leads and buyers.

Further reading: “From Cold to Hot - How ‘Buttons’ Can Drive Up Sales Like Nothing Else” – http://bit.ly/75mVvf

TO BE CONTINUED … Catch Part 2 in the next Issue!

By Tracey Dooley, Creative Consultant | PR Doctor | Marketing & Alliance Strategist

Psssst . . .  Not sure where to start? As well as offering worksheets and home-study tools, I can give you profit-multiplying advice and pointers on things you can do straight away to attract new business with my Powerfully Effective Marketing sessions. 

(Why struggle needlessly when you can get expert affordable mentoring and have fun attracting clients easily?) 

(C) 2009 T Dooley, All Rights Reserved 

Want to use this article on your website, blog, a message board or in an ezine? Not a problem! But please give credit where it’s due. You MUST include the following:

Tracey Dooley of MediaMinister (www.mediaminister.co.uk) is an experienced copywriter, editor and marketer. She has spent 18 years crafting compelling concepts and copy that successfully sell, inform, educate or entertains. =====> To receive your F.R.E.E. Audio CD  and sign up for her freebie business-building tips, marketing and publicity pointers, visit www.mediaminister.co.uk.

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Add my RSS feed to your reader now so you never have to miss a post.
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Want to use this in your ezine, blog or website? No problem! Just let me know. I’ll send you a short resource box/bio to include.