Small Business Marketing

Fresh sales copy has more personality than even your mother-in-law.

Did you know FRESH COPY is more appealing than morning breath?**

It’s true!

In fact 2 out of 3 dentists recommend** fresh copy over stale copy.

** This is a grossly exaggerated statement- I’ve not actually surveyed dentists, though I’ve thought about it. Using humor is a great way to get your future customers to “keep reading”.

Why do you need fresh copy?

Fresh copy does two things, it triggers an emotional response and a physical response. You want your readers to relate to what they’re reading and react. Are you looking for better conversion rates? Leads? Subscribers? Sales?

Without a connection or emotional response, your copy is laying flat like a cold, wet fish. Inject personality into your copy and watch it come to life.

Fresh copy is:

creative

provoking

persuasive

…and quite frankly coaxes your customers into taking action.

Is your sales page lacking drive? Are clients showing up at your site, only to leave without taking action?

Here’s a way you can measure your copy results:

- if you are getting traffic, but it’s not converting- it’s usually your copy
- if you’re not getting traffic, then it’s time to look elsewhere and focus on SEO or laser targeted advertising

What can fresh copy do for you?

Fresh copy can offer persuasive and compelling copy that grabs your reader’s attention and keeps it.

The longer you have their attention, the better chance you have to make that sale.

Are your sales dismal? Maybe it’s time you switch to fresh copy.

Still reading?

That’s the point! It works the same way with future customers. If you can capture their attention, you’re that much closer to a sale. Add that with the right call to action, and you’ll have a better bottom line.

I understand the need for a good ROI. I not only write but design websites, and market my sites. My experience in writing and marketing websites make for a double whammy. I understand not only the need for the “right words” that get people to buy, but also the need for search engine appeal.

A winning combination includes:

fresh copy

SEO

usability

along with a great image

Often, your customers aren’t even reading your full copy!

What?!!!

You spent all that money, and they aren’t reading it? Did you know that many people just scan your copy and skim your pages? How can you capture the skimmers? Well placed subheadings with impact can make a difference, and can turn skimmers into buyers.

It’s time to see the difference that genuine, well-crafted copy makes.

Fresh copy…grab em, keep em, and convert them into buyers!

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One thing that you need to do is give a plan a chance to work. On the other hand, if you’ve been trying something for awhile, and it’s not working, stop what you are doing. Maybe it wasn’t such a great idea in the first place. Go back and re examine what you had hoped to achieve and see if you can figure out why the plan isn’t working like you had thought it would.

You then have the option of continuing it as it is, changing a piece of it and trying again, or trying something new. Don’t get caught in a stagnant pattern, because you’re in love with the idea of a plan. If it’s not working, it’s not working; try something fresh! Sometimes things just peak and aren’t going to grow anymore…other times it’s a small change that can get things going again. Be honest with yourself about why it may or may not be working.

Change can be scary, but if you want to see continued growth, you have to be willing to change with the market.

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Keep it simple when it comes to writing copy.

So many ideas get lost in too many words. Keep things short and sweet!

Always let people know how something will benefit them first, and then list the features that are available.

Lastly have a call to action.

What do you want the person to do after reading the copy? You want them to subscribe, make a purchase or follow through with something. Give them somewhere to go, and make it easy to find!

That’s it…clear, concise copy that shows people what your product or service will do for them, and give them a way to follow through!

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What exactly do you do? Do you sell shoes, or do you sell women’s shoes? Do you sell electronics, or do you sell cameras? Maybe you focus on digital cameras, either way you’ve narrowed down your focus.

If you had to describe your business in one sentence to someone who had never heard of it, could you? Or would you have to ramble on to cover all the different things you do? If you can describe your business in one brief sentence, you have focus.

Focus is the spotlight of your business, and when it comes to marketing your business, knowing where and how to market it can all come down to your focus. If you sell baby clothing, you’re not going to spend your time marketing to the fishing crowd, even though they may be married with children of their own. You’re going to target people who are LOOKING for baby clothing. Looking is the keyword, because a lot of your marketing effort isn’t going out to reach people, but helping them find you! While we want to reach out to clients, we also want them looking for us. Make yourself visible, when somebody would search for you. If you were a new parent, where would you be searching for baby clothes?

If you were a client looking for travel information, where would you look? Put yourself in your customer’s shoes and you may find new avenues to be found in.

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Not only should you know about your own business, but you should know about your competition. Who is your competition first off, and how far are they located from where you’ll be? Do you offer something different or unique, or have something that makes you stand apart? How do you compare?

Let’s say that there are 3 similar stores within a 10 mile radius of my house. If store A and store B offer the same product, and you don’t offer a difference in price, value or selection…why do I need a store C? It’s those things that make you stand apart that will gain you new clients. If a customer or client is happy where they are, they won’t feel the need to try the new business in town. How are you different? Why should they try your business instead of where they’ve been going?

How can you become more valuable to that potential client or customer? If you’re just a little bit farther, what will get them to come to you? If you’re new, why should they trust you over the loyalty they have to the other business?

These are all questions to ask yourself…what makes you stand apart? Would you choose going to your business over the other ones nearby?

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