Sales Letter: How Close Are You With Your Reader?

Published on May 1, 2010 in Business To Business and Small Business Marketing. 0 Comments Tags: , .

Think about this the next time you create a sales letter or landing page.

If the reader of your marketing message already has a relationship with your business, take a direct approach in your writing.  If they have never heard of your business, (perhaps for a lead-generating campaign or for a new product you are introducing), take an indirect approach.

What do I mean by direct and indirect?

  • An indirect approach does not jump right into saying what you are writing about. Perhaps (s)he will read a story, getting into the action and the emotion before the solution (your product or service) is offered.  Example: “Imagine yourself wearing a slinky, form-fitting, red dress, on the balcony of a private rail car…”
  • A direct approach get’s right to the business of telling you about the offer.  Example: “Here’s a hair moisturizer that keeps your hair soft and grows it in 7 days or less.”

As one in charge of sales and marketing, you the small business owner may or may not actually write your marketing message.  However, it is always good to know how to do it, so that you can knowledgeably direct its creation.

In conclusion, the next time your small business has a sales page or landing page written, think direct or indirect approach.

To solid customer relationships,

Tanya

www.HandyCopywriting.com

Supporting Afrodescendant Human Rights One Project At A Time

Published on May 1, 2010 in Nonprofit Marketing. 0 Comments Tags: , .

One benefit of having a business is that I have the opportunity to put my expertise toward working with causes I am passionate about. One of my favorite causes is the focus of AFRE or All for Reparations and Emancipation, a nongovernmental organization.

AFRE is committed to gaining full recognition and restoration of Afrodescendant (slave descendants) human rights. AFRE has been able to kick-start efforts inside the United Nations by gaining early recognition of the human rights of Afrodescendant peoples.

I have had the honor of working on communications and marketing projects for partners of AFRE, who are also dedicated to the cause of Afrodescendant human rights in various ways.

Being an Afrodescendant human rights supporter has allowed me to understand that 250 million Afrodescendant peoples worldwide are undergoing a process of ethno-genesis (re-birth).

I am excited to be able to participate in this.  This has helped me to learn better what it means to be an Afrodescendant and entrepreneur.

I’ll share more about AFRE and its partners in future posts, and how this group has played a huge part in my success.

Handy Copywriting

Published on May 1, 2010 in Uncategorized. 0 Comments

www.HandyCopywriting.com>>writes words that convert into sales

Small Businesses Are Trusted Most…Even More Than Churches?

Published on April 29, 2010 in Small Business Marketing and Trust In Marketing. 0 Comments Tags: .

In a USA Today article, Rhonda Abrams, a publisher of books for entrepreneurs, tells small businesses to show pride in the fact they are THE group the public trusts most.

Yes, that is right.  But, get this…

Small businesses are even more trusted than churches, according to the Pew Center for Research who conducted research to conclude the findings.

Why is this so? Well, one commenter to Abrams’ article explains the phenomenon by saying that people like buying from small businesses because they are “personal/personable (REAL)” towards their customers.

If you are like me, you want to do what you can to show the public you value their trust ALSO.  How can you do this?

Tip: Commit to sending marketing messages that educate potential customers about what you sell, and which provide credibility-boosting elements that a potential customer can use to evaluate whether your product or service is the ‘real deal’.

When you produce educational and credible marketing, you will be using two top ways of maintaining trust in your small business.

To trust in small businesses,

Tanya

www.HandyCopywriting.com

If Closing Business-to-Business Deals Happen Slower Nowadays…

Published on April 28, 2010 in Business To Business. 0 Comments

Just think.

The fact that closing deals seem to happen slower nowadays does not mean potential customers stopped needing what your company offers.  It may simply mean that they need more information to move their interest toward closing the deal.

To give potential customers the information they want, then, let us start with your existing marketing. Most likely, your business already has a website. You keep in touch with past customers using email. You might even attend trade shows on a regular basis.

Questions: Have you reviewed your website to see where copy needs revamping? Are you making sure that your email marketing builds and maintains customer relationships?  Are you incorporating white paper best practices in your trade show marketing? The point is…always be improving.

After you have improved the performance of your existing marketing, bring in the reinforcements.  This means you might need more:

  • Sales Presentations
  • Newsletters
  • Case Studies
  • Online Videos
  • Articles and press releases
  • Webinars
  • Direct Mail Packages
  • Brochures and Marketing Slicks
  • Email broadcasts and more

To close deals quicker, make sure your existing marketing gets results. Then, add marketing tools that help move your potential customers toward closing the deal easier.

Moreover, remember, a good copywriter can help you to develop all these marketing materials.

To your B2B marketing success,

Tanya

www.HandyCopywriting.com

Online Survey: Why Your Small Business Needs One

Published on April 27, 2010 in Small Business Marketing. 1 Comment Tags: .

When asked, most business experts will say that small businesses fail due to three “Ms”: money, management and marketing.

Marketing is the “M” that provides ways to keep customers flowing into your business.  Marketing fails, however, when not used to create and launch new demand-driven products, while keeping existing products profitable.

Let us say that you are planning to launch a new product now. Do you know how well it will sell? How can you connect your product to the top of a trend and ride it out profitably? Find the answers to these kinds of questions, and you will hold keys to the survival of your business.

Luckily, there are tools within the marketing realm that can help you.  In fact, the tool that I will tell you about can help you to:

  • Know exactly which segment of your target market wants what you offer,
  • Recognize quickly what problems your target market needs solved,
  • Identify points of differentiation to help you launch more winning products,
  • Stimulate demand for what you sell using the words your target market uses.

What is this tool? It is the online survey.

Online surveys allow you to collect precious data from your target market–quickly and affordably.

You do not have to spend hundreds or thousands of dollars for market research these days.  It is easy to get your hands on what you need using an online survey.

To give you an example, an information publishing company used an online survey to pinpoint demand for their selling strategies. They launched an online survey that asked their target market what sales problems they wanted solved.

With the answers received, they designed a 12-point sales course that sold profitably.  The company did not need to find potential buyers for the course.

By simply asking their target market what they wanted, the company tapped the demand of their list of responders.

An online survey minimizes your risk of offering a product no one wants. Use one the next time you want to convert the demand within your target market into profits for your business.

To your data mining victory,

Tanya

www.HandyCopywriting.com

P.S. What is your number one question about using an online survey? Ask me.

Read This If You Want To Grow Your Business

Published on April 25, 2010 in Small Business Marketing and Uncategorized. 0 Comments Tags: , .

Have you ever watched a garden grow?

Then you know the cornucopia of multicolored pleasure that flowers can bring.

And just like a garden filled with treasure flowers, golden lilies, or money tree plants, your business should have a treasure trove of marketing copy, as valuable as gold, bringing money into your business.

Most experts will advise you to grow your business by adding on new products or services.  This is good advice.

Products and services cannot sell themselves, however.

You must have marketing that moves potential customers through your sales cycle.  To do this best, you will need marketing that generates leads, educates on your offerings, builds desire and credibility, and closes the sale.

Just understand, though. You will have to test versions of your marketing messages before you arrive at what works.

If you want to grow your business to the next level then, cultivate a marketing portfolio full of assets that yield rich rewards.

To the growth of your business,

Tanya

www.HandyCopywriting.com

P.S. Post a comment to this blog article.

Why Trust Matters In Marketing

Published on April 24, 2010 in Trust In Marketing. 2 Comments Tags: .

If you want the trust of potential customers, then you obviously value truth.

How do I know this?

Because people cannot make choices they’ll be happy with unless the decision-making data they are given is truthful and accurate.

This is the point where marketing matters.

If a potential customer ends up choosing the product you sell, based on the criteria you provided, this no doubt bolsters the satisfaction they will feel about your business.

This is a good thing.

How can you do this well, though?  You can start by doing the following:

  • Provide lots of educational material, such as white papers, special reports, videos and other marketing material about the area your product or service deals with.
  • Gather and present decision-making criteria, such as studies, reviews, records of accomplishment and other data that inform.
  • Solicit and answer questions from potential buyers on an ongoing basis.
  • Stay abreast of the ebbs and flows of any trend that your product or service connects with, so that you can best anticipate the needs of your market.

So…if you want potential customers that are happy with you, your business and the product or service you sell today and tomorrow, make sure trust matters in your marketing.

To informed decision-making,

Tanya

www.HandyCopywriting.com

P.S. Have a question about making your marketing trustworthy? Email me a question.

Good And Bad Marketing: Do You Know The Difference?

Published on April 23, 2010 in Small Business Marketing. 1 Comment Tags: .

You need first-rate ideas–and the ability to direct a copywriter–when it comes to creating winning marketing copy.

To do this well, however, you will first have to master a few key marketing competencies.

In his book, Ready, Fire, Aim: Zero to $100 Million in No Time Flat (Agora Series), Michael Masterson says “Four Competencies” go into producing good marketing copy.  They include knowing:

  1. The difference between a feature and benefit,
  2. What a need and a want is,
  3. How to create a unique selling proposition, and
  4. How to sell the unique selling proposition for your product or service.

Several advantages will result from learning these above objectives:

  • You’ll have an idea about what your customer wants from your product or service.
  • You’ll be able to communicate knowledgeably with your copywriter, since you’ll know how to state what you’re trying to achieve.
  • You’ll know how successful marketing and advertisement is made.

So begin mastering the “Four Competencies” I have mentioned to you.  Then, rest assured knowing that you understand what it takes to compose successful marketing.

To your mastery,

Tanya

www.HandyCopywriting.com

P.S. Get my detailed take on the “Four Competencies” when you click here in the future.
P.S.S.  If you’d like to learn Masterson’s “Four Competencies”, click here now.

Earth Day: A Lesson On Publicity In Marketing

Published on April 22, 2010 in Small Business Marketing. 0 Comments Tags: .

Do you like the idea of getting free or low-cost exposure for your business?  Yes!? Well, you should think about using public relations as a marketing channel.

But when it comes to publicity, Rule #1 is:  Be Newsworthy!

Take Earth Day, for example. On April 22, people worldwide celebrate the day to arouse awareness about the earth’s environment and environmental issues.

Days like these, and seasonal events of the like, give you a chance to get your product or service mentioned in the news.

Does your small business provide a service that cleans the environment? Perhaps you recycle excess paper and other recyclable products. Do you support nonprofits that protect the earth’s ecosystem?

Just write up a press release that highlights the activity or milestone achievement your small business has made in a related way.

You stand a better chance of getting a news mention that could equate to more sales and response in the long-term.

So, decide in which news outlet you want your small business mentioned.

Then, go to work writing a curiosity-provoking story that relates what you do to seasonal event or special day like Earth Day.

To your success,

Tanya

www.HandyCopywriting.com

P.S.  Want to socially-engage? Follow us on FaceBook when you click right here.

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