Would your customers enjoy hearing from you when you aren't focused on selling them something? Would they like tips about how to use or care for the products you sell? Would they like to know about things going on in the community or enjoy you sharing a favorite quote?
I'll bet they would. And when you send people things of interest, you build that all-important "top of mind awareness."
They very best way to reach out with a newsletter is to write it, print it, and mail it, but if you're just getting started and don't have the budget for it, e-mail works pretty well too. And you can add a sales message - just don't make it the focal point of your newsletter.
There are plenty of companies out there willing to sell you a newsletter for your specific kind of business, but I personally think that the ones you write yourself - or have written just for you - are more effective. And I think that if you've got 4 pages, 3 of them can be related to your specialty, but not "pushing" it.
When I wrote a newsletter for my real estate company, I always included a section of quotes - and often people called or wrote to tell me how much they enjoyed them. I also included home care tips, news about new businesses in the community, and goofy articles like "What I love most about Autumn." People used to stop me in the grocery store to tell me they always read every word.
I have a newsletter laying here from my chiropractor, and I don't think it does the job. The only thing personal about it is his picture, name and address. The rest of it tells me why I need chiropractic. Well shoot! If I didn't know that I wouldn't be on his list to mail to!
The other thing that detracts from this mailing is that the photographs show that it is not personal to this community. Our community is decidedly not diverse. And yet, this newsletter is filled with photos of people from ethnic groups that are not represented here - at all. It may be politically correct to include a variety of ethnic groups, but if they aren't here, they aren't here. So the newsletter shouts out that he didn't write it and these aren't photos of actual patients.
It would be far more effective if he had a photo of Jane Doe, patient, with a big smile and a thank you for how good she feels.
I really believe newsletters help build your business, and that you can be more effective at less cost with a personal message. And if writing just isn't your thing, write me, and I'll help you get it done!
Yours for prosperity...
Marte
Saturday, May 24, 2008
Wednesday, April 30, 2008
After the marketing, follow up and service make the sale
Earlier today I made some changes to my primary website: marte-cliff.com, but after I did it I thought maybe I need to go back and add a disclaimer for those business people who aren't just going after a one-time direct sale from their marketing.
It is absolutely true that your marketing materials have to send the right message - they have to touch some emotion in the reader (or viewer) to cause them to stop, think about your message, and take action.
But for many businesses it doesn't end there. You aren't asking your customers to just "click here to order." You're trying to draw them in to use your services, you need to explain your product in person, or you want to sell them products on an ongoing basis. After all,if you're selling your real estate services, want them to patronize your health spa, or are merchandising steel buildings, your marketing materials are designed only to bring you leads.
And if you get a dozen great leads in a day and then let them go cold because you didn't respond to their inquiries - they'll be gone by tomorrow.
Then, if you get a customer but fail to give the service they expect, they won't ever come back.
So, while your website, your ads, your letters, and the rest will bring customers to you if they're written correctly, what happens later accounts for at least 50% of your success.
I'm constantly amazed at the companies who don't bother to answer customer inquiries. And of course, when I'm the customer I'm not only amazed, but annoyed!
Why do people do that? It costs money to get a lead, so ignoring them is a lot like taking handfuls of bills out on a windy day and letting them fly.
Speaking of bills, I ran across a really strange situation lately. Someone sent me a very persuasive direct marketing piece. I think I already told you about it. It was so persuasive that I decided to Google it, and found out that it was a scam. But... in the envelope with the marketing letter was a "Million Dollar Bill."
That caught my imagination - I thought of all kinds of ways to use that for advertising, and even to enclose with a "Thanks a million" note to people who have done me a good turn. It's just a fun thing to have. On the bill was the web address of the person who supplied the bills, so I went there.
Hmmm... no prices. No way to order. But there was an email address, so I wrote, asking for pricing and ordering instructions. That was at least 2 weeks ago and I've not had a reply. Now how goofy is it to go to the trouble to set up a website for your business and then ignore someone who writes wanting to know the price and how to order?
Since then I've found several other websites that sell the million dollar bills, and I'll order from one of them. But again - goofy. This person made me aware of the product, but someone else will get the sale.
I'll bet if you keep your eyes open you'll find more examples like this. So... write and tell us about them!
It is absolutely true that your marketing materials have to send the right message - they have to touch some emotion in the reader (or viewer) to cause them to stop, think about your message, and take action.
But for many businesses it doesn't end there. You aren't asking your customers to just "click here to order." You're trying to draw them in to use your services, you need to explain your product in person, or you want to sell them products on an ongoing basis. After all,if you're selling your real estate services, want them to patronize your health spa, or are merchandising steel buildings, your marketing materials are designed only to bring you leads.
And if you get a dozen great leads in a day and then let them go cold because you didn't respond to their inquiries - they'll be gone by tomorrow.
Then, if you get a customer but fail to give the service they expect, they won't ever come back.
So, while your website, your ads, your letters, and the rest will bring customers to you if they're written correctly, what happens later accounts for at least 50% of your success.
I'm constantly amazed at the companies who don't bother to answer customer inquiries. And of course, when I'm the customer I'm not only amazed, but annoyed!
Why do people do that? It costs money to get a lead, so ignoring them is a lot like taking handfuls of bills out on a windy day and letting them fly.
Speaking of bills, I ran across a really strange situation lately. Someone sent me a very persuasive direct marketing piece. I think I already told you about it. It was so persuasive that I decided to Google it, and found out that it was a scam. But... in the envelope with the marketing letter was a "Million Dollar Bill."
That caught my imagination - I thought of all kinds of ways to use that for advertising, and even to enclose with a "Thanks a million" note to people who have done me a good turn. It's just a fun thing to have. On the bill was the web address of the person who supplied the bills, so I went there.
Hmmm... no prices. No way to order. But there was an email address, so I wrote, asking for pricing and ordering instructions. That was at least 2 weeks ago and I've not had a reply. Now how goofy is it to go to the trouble to set up a website for your business and then ignore someone who writes wanting to know the price and how to order?
Since then I've found several other websites that sell the million dollar bills, and I'll order from one of them. But again - goofy. This person made me aware of the product, but someone else will get the sale.
I'll bet if you keep your eyes open you'll find more examples like this. So... write and tell us about them!
Thursday, April 17, 2008
How Google Can Save Your Sanity
Yesterday I got a most interesting direct mail piece. It was a scheme to get me to send money to someone who would teach me how to go out and find merchandise that stores need to liquidate for some reason or another.
I didn't count, but it was about 6 or 8 pages long, showed copies of the big checks people are receiving, and told how easy it all was. All you have to do is find the deals, convince the people to sell for ten cents on the dollar, and then this guy would buy the stuff, re-sell it, and give you half the profit.
Easy work, right? Somewhere in the letter he mentioned that he spent thousands every month to gather the contact info for the people you need to talk to - but I didn't notice anywhere that he said he'd give you that info. Only that he had it.
Anyway, out of curiosity, I decided to Google him and the business.
Oh boy! All I can say is that it's too bad the people who wrote about him hadn't done the same before they forked over their cash.
That's the second time in the past month or so that I've gotten something really persuasive in the mail and Googled it - to find that it was a complete scam.
If everyone would do that before they bought into these schemes, that kind of business would be out of business in short order.
And why doesn't everyone do it? Within just a few minutes you can find out if something is for real or not.
As well as doing a search, there's a website called www.ripoffreport.com where you can research all sorts of businesses you might be considering using. I got acquainted with it when I did some work for Hollywood Hair - he had me go see the reports people had posted about his biggest competitors.
Once I got there, I went exploring, and it was an eye-opener. Of course, some of the reports were silly. For instance, someone had written that Melaleuca products were no good because some people are allergic to them. Well duh - some people are allergic to almost anything you could name. So, you have to pay attention to what the complaints actually say.
If you're thinking about getting involved with a business opportunity, or even considering buying from a new company, use this tool we call the internet. You'll save your sanity and your money too!
Best success,
Marte
I didn't count, but it was about 6 or 8 pages long, showed copies of the big checks people are receiving, and told how easy it all was. All you have to do is find the deals, convince the people to sell for ten cents on the dollar, and then this guy would buy the stuff, re-sell it, and give you half the profit.
Easy work, right? Somewhere in the letter he mentioned that he spent thousands every month to gather the contact info for the people you need to talk to - but I didn't notice anywhere that he said he'd give you that info. Only that he had it.
Anyway, out of curiosity, I decided to Google him and the business.
Oh boy! All I can say is that it's too bad the people who wrote about him hadn't done the same before they forked over their cash.
That's the second time in the past month or so that I've gotten something really persuasive in the mail and Googled it - to find that it was a complete scam.
If everyone would do that before they bought into these schemes, that kind of business would be out of business in short order.
And why doesn't everyone do it? Within just a few minutes you can find out if something is for real or not.
As well as doing a search, there's a website called www.ripoffreport.com where you can research all sorts of businesses you might be considering using. I got acquainted with it when I did some work for Hollywood Hair - he had me go see the reports people had posted about his biggest competitors.
Once I got there, I went exploring, and it was an eye-opener. Of course, some of the reports were silly. For instance, someone had written that Melaleuca products were no good because some people are allergic to them. Well duh - some people are allergic to almost anything you could name. So, you have to pay attention to what the complaints actually say.
If you're thinking about getting involved with a business opportunity, or even considering buying from a new company, use this tool we call the internet. You'll save your sanity and your money too!
Best success,
Marte
Monday, March 31, 2008
Some Realtors chase prospects from their sites
My husband has decided he wants to move - he isn't quite sure where to, but somewhere on water so he can walk out the door and get in his boat. Of course, he knows it has to be somewhere that will also accommodate a horse and a garden spot.
So, he's been searching the internet to see what's there.
And guess what? He isn't able to find out.
He's just looking at this point, not even sure whether he wants to look in Montana or Washington, or even Canada. So, he refuses to put his name and address in the boxes on Realtor sites. Therefore, he's not allowed to see what's for sale.
Tonight I did get stubborn and keep looking after he gave up. And on about page 14 of Google I found one real estate site that offered a peek at listings without first putting me through a squeeze page.
Now, we may never move at all. And if we do, maybe not to that area. But if we do, guess which agency will get our business?
I harp a lot about capturing names, but I do believe this is the wrong way to do it. Instead of turning customers away, give them this information without obligation, and then offer some useful report to capture the names of the prospects who are truly interested in moving to your area.
Not only will you make a friend, you'll save yourself the bother, time, and expense of staying in touch and pushing on people who have no intention of moving to your town.
Think about it...
So, he's been searching the internet to see what's there.
And guess what? He isn't able to find out.
He's just looking at this point, not even sure whether he wants to look in Montana or Washington, or even Canada. So, he refuses to put his name and address in the boxes on Realtor sites. Therefore, he's not allowed to see what's for sale.
Tonight I did get stubborn and keep looking after he gave up. And on about page 14 of Google I found one real estate site that offered a peek at listings without first putting me through a squeeze page.
Now, we may never move at all. And if we do, maybe not to that area. But if we do, guess which agency will get our business?
I harp a lot about capturing names, but I do believe this is the wrong way to do it. Instead of turning customers away, give them this information without obligation, and then offer some useful report to capture the names of the prospects who are truly interested in moving to your area.
Not only will you make a friend, you'll save yourself the bother, time, and expense of staying in touch and pushing on people who have no intention of moving to your town.
Think about it...
Thursday, March 27, 2008
Proofreading - one of the most vital steps in marketing
Ever get a marketing letter from someone and change your opinion about them and their business? I try not to let that happen if it's a person I know - and know that they're good at what they do - but when I hear from a stranger, I can't help but form an opinion based on their written words.
Sometimes a letter can do more harm than good when it shines a negative light on the expertise of the sender.
It's not just the composition that counts. It's true that a letter that fails to tell the reader "what's in it for me" will not get the hoped for results. But a letter filled with mis-used words, misspellings, and plain old typos can portray that person or business in a really bad light. As in sloppy, or unintelligent.
One accountant wrote that she had lost business because the letters she sent out made her look as if she paid no attention to details. Not a good trait for an accountant!
The cure is proofreading - not just once, but 2 or 3 times. And not immediately after you finish writing. At that time you still know what it is supposed to say - even if it says something else. It's easy to overlook a missing word or a repeated word or a spot where it says "teh" instead of "the." (Yep, you guessed it - that one is one of my big problems. Even copywriters need proofreaders.)
Sometimes it's helpful to use tricks on yourself. Read your work aloud to catch missing or doubled words, or read it backwards to catch misspelled words. The best method of all is to get someone else to read it aloud to you.
When you go to the trouble to contact your clients and prospects, make sure that your letter makes a favorable impression - proofread before you send!
Oh - and that goes for email, too. It's such an easy place to make a silly goof!
Sometimes a letter can do more harm than good when it shines a negative light on the expertise of the sender.
It's not just the composition that counts. It's true that a letter that fails to tell the reader "what's in it for me" will not get the hoped for results. But a letter filled with mis-used words, misspellings, and plain old typos can portray that person or business in a really bad light. As in sloppy, or unintelligent.
One accountant wrote that she had lost business because the letters she sent out made her look as if she paid no attention to details. Not a good trait for an accountant!
The cure is proofreading - not just once, but 2 or 3 times. And not immediately after you finish writing. At that time you still know what it is supposed to say - even if it says something else. It's easy to overlook a missing word or a repeated word or a spot where it says "teh" instead of "the." (Yep, you guessed it - that one is one of my big problems. Even copywriters need proofreaders.)
Sometimes it's helpful to use tricks on yourself. Read your work aloud to catch missing or doubled words, or read it backwards to catch misspelled words. The best method of all is to get someone else to read it aloud to you.
When you go to the trouble to contact your clients and prospects, make sure that your letter makes a favorable impression - proofread before you send!
Oh - and that goes for email, too. It's such an easy place to make a silly goof!
Friday, March 21, 2008
Do you love to write? If not, don't do it.
Although I can't understand it, some people do not love to write. It makes no sense to me, because writing is downright fun, but I won't argue with those who disagree.
What I will argue with is the idea that people who dislike writing should still try to produce their own ad copy. It just doesn't come out right - and it takes valuable time away from them doing what they do best, whether that's selling houses, hanging drywall, or repairing cars.
Poorly written ads can actually make a business or a business person look unattractive to the very prospects they're hoping to win. Does it make sense for them to pay for that kind of advertising? I don't think so.
Sometimes you have something to say and you know it exists only in your own head. So you think you have to write it. You do, but only to an extent. The best solution is to dump it all out on paper, and then bring in a writer to put it together in the right order, with words that make it interesting. You and your writer work together to create a finished, polished project.
I do that for clients, and I did it for my husband. You see, he's a retired home builder and he wanted to tell people things they need to know before they hire a contractor and embark on the exciting adventure called "Building my dream home."
Between my years in real estate and his as a contractor, we heard so many tales of woe that it seemed like something we just had to do. So, since he's definitely not a writer, he merely put down his thoughts in random order. Then I sorted them out, asked him a lot of questions to fill in the holes, and turned it into an e-book called Home Building Simplified.
If you're thinking about building, check it out. And in the meantime, get a free copy of our report entitled "How to Spot a Bogus Contractor," by emailing helpmebuild@getresponse.com.
If you have marketing materials that need to attract more clients, or if you have a report or book burning in your head - but you don't like to write - get in touch.
I'll help.
What I will argue with is the idea that people who dislike writing should still try to produce their own ad copy. It just doesn't come out right - and it takes valuable time away from them doing what they do best, whether that's selling houses, hanging drywall, or repairing cars.
Poorly written ads can actually make a business or a business person look unattractive to the very prospects they're hoping to win. Does it make sense for them to pay for that kind of advertising? I don't think so.
Sometimes you have something to say and you know it exists only in your own head. So you think you have to write it. You do, but only to an extent. The best solution is to dump it all out on paper, and then bring in a writer to put it together in the right order, with words that make it interesting. You and your writer work together to create a finished, polished project.
I do that for clients, and I did it for my husband. You see, he's a retired home builder and he wanted to tell people things they need to know before they hire a contractor and embark on the exciting adventure called "Building my dream home."
Between my years in real estate and his as a contractor, we heard so many tales of woe that it seemed like something we just had to do. So, since he's definitely not a writer, he merely put down his thoughts in random order. Then I sorted them out, asked him a lot of questions to fill in the holes, and turned it into an e-book called Home Building Simplified.
If you're thinking about building, check it out. And in the meantime, get a free copy of our report entitled "How to Spot a Bogus Contractor," by emailing helpmebuild@getresponse.com.
If you have marketing materials that need to attract more clients, or if you have a report or book burning in your head - but you don't like to write - get in touch.
I'll help.
Monday, March 17, 2008
Are you driving away prospects with offers that are too good to be true...
Today I got a postal mail promotion from a well-known company - in it was a letter about a "system" for making money on the internet that "anyone can do" even if you have to go use the computer at the library.
It promised rich rewards for being an "Internet deal maker." I read the whole thing because I thought that this particular company couldn't afford to send out something completely bogus. But... in spite of the temptation, I didn't mail in the payment.
Why? Because I learned a long time ago that things that are too good to be true usually aren't true.
If I told a copywriting client that my letter would absolutely quadruple his sales within 2 weeks - would he believe me? I hope not. I know a good sales letter could do that, and I'd be glad when it did. But since there are so many other factors to consider, if I promised it I'd be a fool, or a liar.
Look at your own promotions. Are your promises reasonable? If not, tone it down a bit and see if your response doesn't improve.
And if you need a sales letter that speaks to your prospects, or a web page that shows what you can do for your prospects, drop me a note. I'd love to help.
Yours for prosperity,
Marte
It promised rich rewards for being an "Internet deal maker." I read the whole thing because I thought that this particular company couldn't afford to send out something completely bogus. But... in spite of the temptation, I didn't mail in the payment.
Why? Because I learned a long time ago that things that are too good to be true usually aren't true.
If I told a copywriting client that my letter would absolutely quadruple his sales within 2 weeks - would he believe me? I hope not. I know a good sales letter could do that, and I'd be glad when it did. But since there are so many other factors to consider, if I promised it I'd be a fool, or a liar.
Look at your own promotions. Are your promises reasonable? If not, tone it down a bit and see if your response doesn't improve.
And if you need a sales letter that speaks to your prospects, or a web page that shows what you can do for your prospects, drop me a note. I'd love to help.
Yours for prosperity,
Marte
Saturday, March 15, 2008
Use the holidays to spark your marketing creativity
Did you do a promotion for St. Patrick's Day? I'll have to admit that I did not do any promotion for my copywriting business - but I think we all should be looking at each of the holidays that come along as a good reason to make contact with our client lists, and even reach out to new prospects.
The bars and some restaurants do a good job - after all, this is the only time of year you can buy green beer. Not that I want green beer - that actually sounds kind of awful - but who doesn't love a reason to celebrate?
Hmmm... what do I drink that's green? Green tea perhaps, or lime flavored soft drinks. For whatever reason, the only things that seem like they should be green are veggies. But color and marketing is a subject for another day.
What could you have done? Some kind of promotion dealing with luck? Could you have hidden a "pot of gold" in your store or on your website and offered a discount to customers who found it?
It's too late now to do something for St. Patrick's, and if you're using print media it's probably too late to do Easter, so what's next?
April Fool's day seems like a good time to do a fun promotion, and if you act quickly, there's time to get something in the mail or the local newspaper. And of course there's time to tweak your website a bit.
Today, take out the calendar and look at the events coming up. Then write them all down and let your imagination run wild with ideas about how to tie them to your promotions. Be silly, be outrageous, be creative - and something really spectacular will come of it. In fact, get some friends and family to sit down with you and toss out ideas. Sometimes the best ones come from something that sounded ridiculous at first.
Just do it - and remember to laugh a lot!
Marte
The bars and some restaurants do a good job - after all, this is the only time of year you can buy green beer. Not that I want green beer - that actually sounds kind of awful - but who doesn't love a reason to celebrate?
Hmmm... what do I drink that's green? Green tea perhaps, or lime flavored soft drinks. For whatever reason, the only things that seem like they should be green are veggies. But color and marketing is a subject for another day.
What could you have done? Some kind of promotion dealing with luck? Could you have hidden a "pot of gold" in your store or on your website and offered a discount to customers who found it?
It's too late now to do something for St. Patrick's, and if you're using print media it's probably too late to do Easter, so what's next?
April Fool's day seems like a good time to do a fun promotion, and if you act quickly, there's time to get something in the mail or the local newspaper. And of course there's time to tweak your website a bit.
Today, take out the calendar and look at the events coming up. Then write them all down and let your imagination run wild with ideas about how to tie them to your promotions. Be silly, be outrageous, be creative - and something really spectacular will come of it. In fact, get some friends and family to sit down with you and toss out ideas. Sometimes the best ones come from something that sounded ridiculous at first.
Just do it - and remember to laugh a lot!
Marte
Sunday, February 10, 2008
Free gifts - with strings attached
This morning I was cleaning off my desk, and once again moved a little card from Reader's Digest - Free Gift when you visit this site. So, before I tossed it I decided to go see what it was about.
First I had to give my name and email. I almost stopped there, but went on. Next was the offer, which was a free RD Condensed book. They'd send me the first one at no charge, and then every 4 weeks or so I'd get a new one - only $19.99 plus $5.99 shipping and handling.
If you really wanted to try condensed books, it was a good offer. But I shy away from anything that gives me a free trial and then if I don't want to buy more I have to go through a rigamarole to cancel.
How about you? Do you bite on offers where you're enrolled to purchase a "something" every month - just because you get the first "something" for free?
I don't do it any more - I already have plenty to do besides trying to cancel a subscription.
And in this case, I didn't even want the free one.
I kind of prefer choosing my own authors and titles - and the public library is on my way to the grocery store. It's a nice place - lots of books, lots of authors, lots of choices. And if I want, I can read a few pages to see if I'm interested before I bring one home. I can even request a book from a different branch and it will be there for me in a couple of days. Best of all, it only costs me a few extra cents in gasoline to go a block off the highway to get there.
Not to say I don't purchase books - I do. But the ones I purchase are for future reference: copywriting books, natural health books, books of quotes, poetry - all the things I'm going to go back and read again. And even at that, my bookshelves are overflowing. There's no room for novels I'm going to read only once.
Have you checked out your library lately? It's full of good stuff. And it's free - with no strings attached.
Happy Sunday,
Marte
First I had to give my name and email. I almost stopped there, but went on. Next was the offer, which was a free RD Condensed book. They'd send me the first one at no charge, and then every 4 weeks or so I'd get a new one - only $19.99 plus $5.99 shipping and handling.
If you really wanted to try condensed books, it was a good offer. But I shy away from anything that gives me a free trial and then if I don't want to buy more I have to go through a rigamarole to cancel.
How about you? Do you bite on offers where you're enrolled to purchase a "something" every month - just because you get the first "something" for free?
I don't do it any more - I already have plenty to do besides trying to cancel a subscription.
And in this case, I didn't even want the free one.
I kind of prefer choosing my own authors and titles - and the public library is on my way to the grocery store. It's a nice place - lots of books, lots of authors, lots of choices. And if I want, I can read a few pages to see if I'm interested before I bring one home. I can even request a book from a different branch and it will be there for me in a couple of days. Best of all, it only costs me a few extra cents in gasoline to go a block off the highway to get there.
Not to say I don't purchase books - I do. But the ones I purchase are for future reference: copywriting books, natural health books, books of quotes, poetry - all the things I'm going to go back and read again. And even at that, my bookshelves are overflowing. There's no room for novels I'm going to read only once.
Have you checked out your library lately? It's full of good stuff. And it's free - with no strings attached.
Happy Sunday,
Marte
Sunday, January 27, 2008
Marketing 101
Yesterday when I stopped to have lunch I looked around for something to read - and found the local "freebie" newspaper (weekly, 8 pages). After glancing at the 7 articles (yes, always 7) I then turned to the advertising.
I have to hand it to the ladies at the newspaper - they must be very good sales people to get so many local businesses to place ads. It's not their fault that at least 80% of those ads say nothing at all - that part isn't their job. They are often called upon to take the advertiser's information and turn it into an ad, but there's no way that they can do a copywriter's job. Even if they've been taught the difference between a useless ad and an effective one, they simply don't have the time to do more than arrange the information given to them.
Maybe I should take out an ad myself and offer a course in Marketing 101 - It would include things like:
Meanwhile - I'll keep on writing letters and e-mails and web copy for my clients, and turning occasionally to watch the snow fall outside my window.
I did have to leave my cozy office for a while today - to shovel some of that beautiful white stuff. So much fell off the roof that the pile was threatening to run into the satellite dish that keeps me connected to the rest of the world. Can't have that! And then I had to shovel enough so I could open the gate and feed the horses. I don't think they'd appreciate an excuse in place of dinner.
Life in North Idaho right now seems to revolve around snow - plowing, shoveling, and wading through.
Hope you're warm and cozy tonight!
I have to hand it to the ladies at the newspaper - they must be very good sales people to get so many local businesses to place ads. It's not their fault that at least 80% of those ads say nothing at all - that part isn't their job. They are often called upon to take the advertiser's information and turn it into an ad, but there's no way that they can do a copywriter's job. Even if they've been taught the difference between a useless ad and an effective one, they simply don't have the time to do more than arrange the information given to them.
Maybe I should take out an ad myself and offer a course in Marketing 101 - It would include things like:
- Have a reason to place the ad
- Take time to come up with a headline
- Know who you are trying to attract
- Let them know what it is you actually do
- Tell your prospects what they stand to gain by doing business with you
- Include your name
- Include your phone number
- Include your address
Meanwhile - I'll keep on writing letters and e-mails and web copy for my clients, and turning occasionally to watch the snow fall outside my window.
I did have to leave my cozy office for a while today - to shovel some of that beautiful white stuff. So much fell off the roof that the pile was threatening to run into the satellite dish that keeps me connected to the rest of the world. Can't have that! And then I had to shovel enough so I could open the gate and feed the horses. I don't think they'd appreciate an excuse in place of dinner.
Life in North Idaho right now seems to revolve around snow - plowing, shoveling, and wading through.
Hope you're warm and cozy tonight!
Monday, January 21, 2008
How NOT to build your list
Grrr... I'm really steaming this morning.
I've been working to get rid of the junk mail that arrives daily, so every Monday take a half hour and click on the unsubscribe links for those that provide it.
Today it was ConAgra Foods. How did I get on a list about food? I only cook when I have to and sure don't want recipes and advertisements for processed foods full of God only knows what kind of chemicals.
Anyway, I clicked the unsubscribe link and went to a page where I was required to enter a password. I don't have a password, so clicked another link. A while later I got an email directing me to a page where I could enter a new password and log in. Guess what, they said the password is invalid. Too bad for me.
In other words, this company refuses to let me unusubscribe without some long hassle. I suppose I could get through it, and probably waste an hour or more of time just to get off their list.
I then went to the contact page, where I could send them an email and complain - but ONLY if I give them my full name and address. They don't need my address.
Talk about a lesson in how NOT to win friends and influence people. Why would you want someone on your list is so angry with you that every time they saw your email they'd curse? I really don't think that would get you any sales, do you?
I've been working to get rid of the junk mail that arrives daily, so every Monday take a half hour and click on the unsubscribe links for those that provide it.
Today it was ConAgra Foods. How did I get on a list about food? I only cook when I have to and sure don't want recipes and advertisements for processed foods full of God only knows what kind of chemicals.
Anyway, I clicked the unsubscribe link and went to a page where I was required to enter a password. I don't have a password, so clicked another link. A while later I got an email directing me to a page where I could enter a new password and log in. Guess what, they said the password is invalid. Too bad for me.
In other words, this company refuses to let me unusubscribe without some long hassle. I suppose I could get through it, and probably waste an hour or more of time just to get off their list.
I then went to the contact page, where I could send them an email and complain - but ONLY if I give them my full name and address. They don't need my address.
Talk about a lesson in how NOT to win friends and influence people. Why would you want someone on your list is so angry with you that every time they saw your email they'd curse? I really don't think that would get you any sales, do you?
Friday, January 18, 2008
Networking, an effective piece of your overall marketing plan
Everyone talks about networking, and about working a room, and a lot of people try to do it but with little success.
I'm one of them - shy and quiet in a crowd. I can hide in a crowd better than anyone I know, in spite of the fact that I love meeting and talking with new people. It's just that reluctance to "butt in" that stops me. So I stand around and look stupid until someone talks to me. Sometimes they do, and sometimes they form an opinion that I'm stuck up so they leave me alone.
My favorite thing is to spot a kindred soul - someone also standing looking stupid - and then I have the nerve to go say hello.
So, I was tickled to find a good "how-to" article today. It's by Ilise Benum, a top expert in the field of self-promotion.
You can read it yourself at: http://biznik.com/learn/articles/business-networking/how-not-to-network
Even if you aren't the shy type, the article will give you tips to make your networking more effective from a marketing / self-promotion standpoint.
Best success!
Marte
I'm one of them - shy and quiet in a crowd. I can hide in a crowd better than anyone I know, in spite of the fact that I love meeting and talking with new people. It's just that reluctance to "butt in" that stops me. So I stand around and look stupid until someone talks to me. Sometimes they do, and sometimes they form an opinion that I'm stuck up so they leave me alone.
My favorite thing is to spot a kindred soul - someone also standing looking stupid - and then I have the nerve to go say hello.
So, I was tickled to find a good "how-to" article today. It's by Ilise Benum, a top expert in the field of self-promotion.
You can read it yourself at: http://biznik.com/learn/articles/business-networking/how-not-to-network
Even if you aren't the shy type, the article will give you tips to make your networking more effective from a marketing / self-promotion standpoint.
Best success!
Marte
A quick pick-me-up for your web copy
Have you ever noticed that when you think something is a direct quote you're more apt to stop and see what it says?
If you're reading a newspaper article and you see quotes, your eyes are drawn to them, just as they are to a photograph.
So try this: Go to your website and put your headline in quotes. Then scroll down the page and if there's a sub-head that looks like it could be something you are trying to "say" to your prospects, put it in quotes too.
According to Joe Vitale, it works. So, since he's the guru of hypnotic marketing, it's worth a try. The best part is, it only takes a minute to make a small change like that one.
Of course, to make a truly hypnotic web page, you need several more elements, but most of them mean re-writing your copy. This one is quick and easy.
Yours for success,
Marte
P.S. If you're ready for that re-write, write me first. I create web copy that's friendly to both your prospects and the search engines.
If you're reading a newspaper article and you see quotes, your eyes are drawn to them, just as they are to a photograph.
So try this: Go to your website and put your headline in quotes. Then scroll down the page and if there's a sub-head that looks like it could be something you are trying to "say" to your prospects, put it in quotes too.
According to Joe Vitale, it works. So, since he's the guru of hypnotic marketing, it's worth a try. The best part is, it only takes a minute to make a small change like that one.
Of course, to make a truly hypnotic web page, you need several more elements, but most of them mean re-writing your copy. This one is quick and easy.
Yours for success,
Marte
P.S. If you're ready for that re-write, write me first. I create web copy that's friendly to both your prospects and the search engines.
Friday, January 04, 2008
Is your copy layout hurting your sales?
Years ago, newspaper ad reps used to tell people that they needed plenty of white space around their copy. Most people I talked with had the opinion that the advice was just a ploy to sell bigger ad spaces.
But it wasn't.
You really DO need some white space. Breathing room, so to speak. And now that we're using the web it seems more important than ever. We've all gotten in a hurry - so we look at a web page almost to see if we HAVE to read it. It's true - we're looking for an excuse not to.
This is a completely different situation than we have with a newspaper or a magazine. Those you might read while eating a solitary meal, or while riding a bus or an airplane. At those times you're looking for something interesting to read. On the web, most of us are not. We're looking for information, and scanning to see if what we want might be there.
And who can scan a wall of copy? Who even wants to try? It's easier to click away and find a friendlier page.
Even in print the white space around a headline or between paragraphs is helpful. It gives our eyes a rest and lets us focus in and find what we want to read.
And yet - I see web copy so dense, and in such a small font, that the only way I'd read it is if I believed it held something I absolutely needed to find.
I get marketing emails in the same format - but I can't tell you what they're selling, because I've never taken time to read any of them.
Right now you might be thinking about some of the long running ads that are dense copy covering an entire page in something like the Enquirer. But think twice about them. The copy is long, but there are definitely paragraph breaks, and sub heads and bullets scattered throughout.
Those elements keep pulling the reader's eyes along the page - so even if they're scanning, they've got a place to stop and see what's next.
Before you send your next letter, go back and make sure you've left space between your paragraphs - and slice up those paragraphs so that none is over 7 lines long - less is better.
If it's a sales letter, take some of your information and put it in bullet form - and add some sub-heads to build interest and keep your reader moving.
Meanwhile, check your web site. Make sure the font size is large enough to see when you're sitting back in your chair relaxing. Then check the white space for both readability and visual appeal. You don't want all of your sentences the same length, by the way.
Make everything you send out look easy to read - that's the key. Let your reader quickly scan to see what you're offering - and if that's the right person for your product, they'll go back and read everything in between.
Call or write if you need some help!
Marte
writer@marte-cliff.com
208-448-1479
But it wasn't.
You really DO need some white space. Breathing room, so to speak. And now that we're using the web it seems more important than ever. We've all gotten in a hurry - so we look at a web page almost to see if we HAVE to read it. It's true - we're looking for an excuse not to.
This is a completely different situation than we have with a newspaper or a magazine. Those you might read while eating a solitary meal, or while riding a bus or an airplane. At those times you're looking for something interesting to read. On the web, most of us are not. We're looking for information, and scanning to see if what we want might be there.
And who can scan a wall of copy? Who even wants to try? It's easier to click away and find a friendlier page.
Even in print the white space around a headline or between paragraphs is helpful. It gives our eyes a rest and lets us focus in and find what we want to read.
And yet - I see web copy so dense, and in such a small font, that the only way I'd read it is if I believed it held something I absolutely needed to find.
I get marketing emails in the same format - but I can't tell you what they're selling, because I've never taken time to read any of them.
Right now you might be thinking about some of the long running ads that are dense copy covering an entire page in something like the Enquirer. But think twice about them. The copy is long, but there are definitely paragraph breaks, and sub heads and bullets scattered throughout.
Those elements keep pulling the reader's eyes along the page - so even if they're scanning, they've got a place to stop and see what's next.
Before you send your next letter, go back and make sure you've left space between your paragraphs - and slice up those paragraphs so that none is over 7 lines long - less is better.
If it's a sales letter, take some of your information and put it in bullet form - and add some sub-heads to build interest and keep your reader moving.
Meanwhile, check your web site. Make sure the font size is large enough to see when you're sitting back in your chair relaxing. Then check the white space for both readability and visual appeal. You don't want all of your sentences the same length, by the way.
Make everything you send out look easy to read - that's the key. Let your reader quickly scan to see what you're offering - and if that's the right person for your product, they'll go back and read everything in between.
Call or write if you need some help!
Marte
writer@marte-cliff.com
208-448-1479
Tuesday, January 01, 2008
Marketing without revealing the price
I've made up my mind - from now on curiosity can motivate the cat, but not me. When I get a promotion that doesn't reveal the price, I'm hitting the delete button.
How about you? Will you keep on clicking that buy now button just to see how much it is - and be drawn in to the next step in the letter to get you buy, buy, buy?
I remember a LONG time ago reading some of the rules for promotion. I mean the rules beyond giving the prospect a good reason why they should buy, appealing to emotions, being conversational, and remembering to include both some proof and a call to action.
These rules had more to do with ethics, or perhaps common sense, if you want your prospects to trust you.
One was to give your name and a way for would-be customers to contact you. Don't hide behind your copy and hope no one finds out who you are.
Another was to be up front about the price. I think maybe the final was to be honest - but hopefully that's a given.
Anyway, right after I read that, some of the "big guns" in internet marketing started leaving the price out of their promotions. It made me cranky then, and it makes me more cranky now.
So - add that to my New Year's Resolutions. No price, no curiosity. Just delete.
I'd love to hear your opinion!
Marte
writer@marte-cliff.com
How about you? Will you keep on clicking that buy now button just to see how much it is - and be drawn in to the next step in the letter to get you buy, buy, buy?
I remember a LONG time ago reading some of the rules for promotion. I mean the rules beyond giving the prospect a good reason why they should buy, appealing to emotions, being conversational, and remembering to include both some proof and a call to action.
These rules had more to do with ethics, or perhaps common sense, if you want your prospects to trust you.
One was to give your name and a way for would-be customers to contact you. Don't hide behind your copy and hope no one finds out who you are.
Another was to be up front about the price. I think maybe the final was to be honest - but hopefully that's a given.
Anyway, right after I read that, some of the "big guns" in internet marketing started leaving the price out of their promotions. It made me cranky then, and it makes me more cranky now.
So - add that to my New Year's Resolutions. No price, no curiosity. Just delete.
I'd love to hear your opinion!
Marte
writer@marte-cliff.com
Marketing Resolutions for the New Year
Did you make a New Year's Resolution? I hadn't really thought about it until tonight, when I read an ezine suggesting some cool ways to build business by resolving to do one thing each day toward that end.
It could be working on your marketing, it could be writing and publishing an article, it could be reaching out to get one new client, or it could be thinking up some new way to improve some part of your business. For us copywriters, he suggested writing a mini-ad each day for business we'd like to work for - and then sending it to them as a gift. Now that sounds like fun.
How about this? Monday write an article and send it to article site #1, Tuesday do a Craig's list posting, Wednesday write an article and send it to article site #2, Thursday call a past client, and Friday call someone you'd like to have as a new client.
You could come up with any combination of the above, but doing one thing each day to market yourself or your business would have to make a difference by the end of the new year!
Go for it! Make 2008 the most fun and profitable year of your life (so far)!'
Yours for prosperity,
Marte
writer@marte-cliff.com
It could be working on your marketing, it could be writing and publishing an article, it could be reaching out to get one new client, or it could be thinking up some new way to improve some part of your business. For us copywriters, he suggested writing a mini-ad each day for business we'd like to work for - and then sending it to them as a gift. Now that sounds like fun.
How about this? Monday write an article and send it to article site #1, Tuesday do a Craig's list posting, Wednesday write an article and send it to article site #2, Thursday call a past client, and Friday call someone you'd like to have as a new client.
You could come up with any combination of the above, but doing one thing each day to market yourself or your business would have to make a difference by the end of the new year!
Go for it! Make 2008 the most fun and profitable year of your life (so far)!'
Yours for prosperity,
Marte
writer@marte-cliff.com
Monday, October 08, 2007
A marketing idea for Halloween
I wish I could take credit for this one, but I'll have to admit that I read it on a forum somewhere.
Halloween is fast approaching - so soon now that the checkers in the grocery store today were discussing their costumes and what they can wear that will be comfortable to work in all day. I hope I remember to go to town that day to see what they all come up with.
I used to go to the real estate office with my hair sprayed bright pink - I loved it!
But costumes aren't what this is about. Back to the idea.
If you live in a neighborhood where you'll get trick or treaters, buy a supply of those tiny brown bags and attach your business card to each of them before putting in candy. Then hand each of the children a bag at your door. Since most parents now do check the candy before they let the kids pig out, they'll see your card and know they have a top agent in their own neighborhood.
You might even have some inexpensive cards printed for the occasion - you can do it on your computer if you have the right program. Say something like Happy Halloween from Jane Doe - your neighborhood Realtor. Then insert the tag line that you've created for your specialty.
If you try this, be sure to put some mom-approved candy in that bag!
Halloween is fast approaching - so soon now that the checkers in the grocery store today were discussing their costumes and what they can wear that will be comfortable to work in all day. I hope I remember to go to town that day to see what they all come up with.
I used to go to the real estate office with my hair sprayed bright pink - I loved it!
But costumes aren't what this is about. Back to the idea.
If you live in a neighborhood where you'll get trick or treaters, buy a supply of those tiny brown bags and attach your business card to each of them before putting in candy. Then hand each of the children a bag at your door. Since most parents now do check the candy before they let the kids pig out, they'll see your card and know they have a top agent in their own neighborhood.
You might even have some inexpensive cards printed for the occasion - you can do it on your computer if you have the right program. Say something like Happy Halloween from Jane Doe - your neighborhood Realtor. Then insert the tag line that you've created for your specialty.
If you try this, be sure to put some mom-approved candy in that bag!
Monday, September 24, 2007
Should you ever turn away business?
You market diligently to get new business - should you take all that comes your way?
I don't think so. But maybe that's because I turned down what might have been an extensive and lucrative copywriting project just recently. The clients wanted me to write a letter promoting someone I think is a monster. I thought long and hard about it and then said no.
Now that kind of thing doesn't happen all the time. There aren't that many monsters who have support systems like that. But a writer can be asked to promote a product that is inferior or even harmful.
A building contractor can be asked to cut corners to make a spec house cost less, a garage owner can be asked to rewind an odometer - and a real estate agent can be asked to list a home under circumstances that just aren't right.
For instance, some owners ask their Realtors to withhold information about a property that would cause buyers to turn away. It could be the presence of a sex offender next door, or the fact that the roof leaks - but it is something that buyers clearly should know.
But there's another reason to turn down business. That is your own happiness. My belief is that you should not deliberately do business with a person who makes you uncomfortable and unhappy every time you see them or hear their voice on the phone - and there are people like that. They're arrogant or just difficult at every turn.
I say, if you see them coming, run the other way. The time, energy, and stress you'll expend on them could be much better spent working with people who are pleasant and cooperative. Plus, often the transactions you try to put together with those people fall apart at the last minute - leaving you nothing but a headache for your effort.
We all need to work - but we can choose to work at a job we love with people we appreciate.
I don't think so. But maybe that's because I turned down what might have been an extensive and lucrative copywriting project just recently. The clients wanted me to write a letter promoting someone I think is a monster. I thought long and hard about it and then said no.
Now that kind of thing doesn't happen all the time. There aren't that many monsters who have support systems like that. But a writer can be asked to promote a product that is inferior or even harmful.
A building contractor can be asked to cut corners to make a spec house cost less, a garage owner can be asked to rewind an odometer - and a real estate agent can be asked to list a home under circumstances that just aren't right.
For instance, some owners ask their Realtors to withhold information about a property that would cause buyers to turn away. It could be the presence of a sex offender next door, or the fact that the roof leaks - but it is something that buyers clearly should know.
But there's another reason to turn down business. That is your own happiness. My belief is that you should not deliberately do business with a person who makes you uncomfortable and unhappy every time you see them or hear their voice on the phone - and there are people like that. They're arrogant or just difficult at every turn.
I say, if you see them coming, run the other way. The time, energy, and stress you'll expend on them could be much better spent working with people who are pleasant and cooperative. Plus, often the transactions you try to put together with those people fall apart at the last minute - leaving you nothing but a headache for your effort.
We all need to work - but we can choose to work at a job we love with people we appreciate.
Saturday, July 07, 2007
A tribute to Power Linemen
Hi all, and sorry for my absence. For some reason Google decided my "email address didn't exist" for a few days... tonight it works again. That's computers for you!
Tonight isn't about marketing, because I want to take a minute and pay tribute to some amazing men. My son is one of them, or I might not even know how amazing they are.
I'm talking about power linemen.
A week ago today a freak wind storm hit North Idaho - it roared through here, did its damage, and was gone an hour later. We were fortunate - no trees on the roof or flying sheds. Just a lot of branches to pick up everywhere. We only lost power for a day. But others were not so fortunate.
When my son got the call at 7:30 last Friday night he thought he'd be out for a couple of hours - little did he know the extent of the destruction or how many power lines would have to be completely rebuilt. His crew finished their last repair at 9:30 tonight. He was out for a couple of hours alright - plus a week!
What most people don't know is the hours they work. By the time they got back in tonight they had worked 138 hours in 7 days. When the people are without power, these guys just don't quit.
They missed celebrating the 4th of July - and they missed last Christmas because of a storm on the Washington coast. But they don't complain. It doesn't matter if its snowing and ten below zero, or if the temperatures reach 100 in the shade (like today).
So, next time your power goes out, know that there are a bunch of dedicated men out there hustling to get it back to you. If you happen to see them, give them a friendly wave and a smile and let them know they're appreciated.
Wishing you a wonderful week-end,
Marte
Tonight isn't about marketing, because I want to take a minute and pay tribute to some amazing men. My son is one of them, or I might not even know how amazing they are.
I'm talking about power linemen.
A week ago today a freak wind storm hit North Idaho - it roared through here, did its damage, and was gone an hour later. We were fortunate - no trees on the roof or flying sheds. Just a lot of branches to pick up everywhere. We only lost power for a day. But others were not so fortunate.
When my son got the call at 7:30 last Friday night he thought he'd be out for a couple of hours - little did he know the extent of the destruction or how many power lines would have to be completely rebuilt. His crew finished their last repair at 9:30 tonight. He was out for a couple of hours alright - plus a week!
What most people don't know is the hours they work. By the time they got back in tonight they had worked 138 hours in 7 days. When the people are without power, these guys just don't quit.
They missed celebrating the 4th of July - and they missed last Christmas because of a storm on the Washington coast. But they don't complain. It doesn't matter if its snowing and ten below zero, or if the temperatures reach 100 in the shade (like today).
So, next time your power goes out, know that there are a bunch of dedicated men out there hustling to get it back to you. If you happen to see them, give them a friendly wave and a smile and let them know they're appreciated.
Wishing you a wonderful week-end,
Marte
Thursday, June 14, 2007
Can you market yourself as a brand?
You've heard people refer to someone as "Having her own brand of charm" or "His own brand of wit." But what about your own brand of doing business?
Do you go about your business in a way that makes you unique? My guess is you do. And since you take the time to read about and think about marketing, my second guess is that your brand is probably a good one.
I'll have to admit, when I first thought the words "brand of doing business" I immediately thought of someone whose "brand" you would not aspire to. He was a carpet installer, cabinet maker, and general remodeler. His unique brand was to say he'd be there on Tuesday, but you could never be sure if that meant Tuesday next week or Tuesday next year. Then, when he did show up, he'd work (?) for an hour or two and rush off to try to pacify some other poor soul whose job wasn't being finished. I knew better when I hired him, so my cabinets being installed 5 months late was my own fault.
He is his own unique brand. Among the local contractors, when anyone says "He pulled a Duane," everyone knows exactly what that means.
I'll bet you can think of a few people like that yourself. People who are well known in a negative sort of way - and who are so good at it that when their name is mentioned everyone else knows what trait you're talking about.
But that's not you. Your brand may be to always be on time! It might be a talent for putting people at ease around you, or for solving problems, coming in early, or working late. It might even be your adventurous nature or your willingness to explore new marketing ideas.
Think about yourself and your business. What is it that sets you apart from the others? Can you expand on it, and turn it into a brand you'll be known for? How will saying it fit into your current marketing? Will saying it give your marketing even better impact?
I know its easier to talk about your products or perhaps the people who work for or with you. Many of us grew up with moms who said "Don't brag" and who admonished us not to make ourselves "seen" in public. So when we say "I'm good at this" we feel a little guilt. Mom would really not approve.
But, there's no way around it. If you want to make a good living you need customers and clients. And as nice as it would be if all business could come from other people singing your praises, it just doesn't happen that way. You have to promote yourself.
So this time, before you send out your next ad or letter or email... think about your brand and how you'll let strangers know about it. Take the time to incorporate it into your marketing messages so it will grow - and some wonderful trait will automatically be associated with your name.
Until next time - good marketing!
Marte
Do you go about your business in a way that makes you unique? My guess is you do. And since you take the time to read about and think about marketing, my second guess is that your brand is probably a good one.
I'll have to admit, when I first thought the words "brand of doing business" I immediately thought of someone whose "brand" you would not aspire to. He was a carpet installer, cabinet maker, and general remodeler. His unique brand was to say he'd be there on Tuesday, but you could never be sure if that meant Tuesday next week or Tuesday next year. Then, when he did show up, he'd work (?) for an hour or two and rush off to try to pacify some other poor soul whose job wasn't being finished. I knew better when I hired him, so my cabinets being installed 5 months late was my own fault.
He is his own unique brand. Among the local contractors, when anyone says "He pulled a Duane," everyone knows exactly what that means.
I'll bet you can think of a few people like that yourself. People who are well known in a negative sort of way - and who are so good at it that when their name is mentioned everyone else knows what trait you're talking about.
But that's not you. Your brand may be to always be on time! It might be a talent for putting people at ease around you, or for solving problems, coming in early, or working late. It might even be your adventurous nature or your willingness to explore new marketing ideas.
Think about yourself and your business. What is it that sets you apart from the others? Can you expand on it, and turn it into a brand you'll be known for? How will saying it fit into your current marketing? Will saying it give your marketing even better impact?
I know its easier to talk about your products or perhaps the people who work for or with you. Many of us grew up with moms who said "Don't brag" and who admonished us not to make ourselves "seen" in public. So when we say "I'm good at this" we feel a little guilt. Mom would really not approve.
But, there's no way around it. If you want to make a good living you need customers and clients. And as nice as it would be if all business could come from other people singing your praises, it just doesn't happen that way. You have to promote yourself.
So this time, before you send out your next ad or letter or email... think about your brand and how you'll let strangers know about it. Take the time to incorporate it into your marketing messages so it will grow - and some wonderful trait will automatically be associated with your name.
Until next time - good marketing!
Marte
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