Monthly Archives: August 2010
Writing Compelling Marketing Copy for your Business

As a service professional, such as a coach, consultant, or health care provider, your goals are twofold: to help as many people as possible and to make a profit in your business. In order to achieve these goals, you need to let as many people as possible know about your services and convert as many as possible into paying clients!

However, this often presents a challenge. Why? Because you’re highly skilled at the service you provide, but probably not as skilled at marketing and selling those services. When you trained in your industry, it’s unlikely you took any classes in sales and marketing, and if you did, a lot of it probably went over your head.

That is, until you hung out your shingle and got out there in the world to open your doors to business. And found out getting the clients in the door to offer your services was a little tricky. You may have applied some of what you learned or had to learn on the fly. You may have discovered what didn’t work and maybe some of what did work. You can continue to throw tofu against the wall and see what sticks or you can get a plan!

One piece of advice I give to my marketing students at UCSD is that to be effective more times than not, it pays to have a marketing strategy or plan. And when they focus on their target market and the best methods to reach them, they find that most of the strategies require writing marketing copy—another skill usually not taught when you learned the skill you provide in your services.

Once you’ve clarified your ideal clients—by gender, age, income bracket, location, problem, and whatever else identifies them—you get a clearer picture of how to reach them. And in order to reach them effectively to generate leads and convert them to clients, you have to have a clear message about what you do. Your message must be written in compelling copy to capture readers’ attention and propel them to say YES!

Now you may be doing most of your marketing online; you may be doing some of it offline; or you may be doing a combination. This depends on how you serve the client and if online methods make sense. Even if you’re a hands-on healer who needs to treat clients locally, you can still use online methods to let people know about your services.
If you use online methods, you might have a website or blog, write articles and press releases, and use social media like Facebook and LinkedIn. If you use offline methods, you may use direct mail newsletters, and postcards, attend networking events, or give talks and workshops. Yet, what all these methods have in common is that you need to write compelling marketing copy.

There are 5 common factors you need to have in every piece of marketing copy:
1.    speak to your target market
2.    identify problems and solutions
3.    clarify your differentiation/niche
4.    use keywords
5.    include a call to action and contact information

For example, if you have a website, you need to have your message about who you serve and what problem you solve immediately available to visitors to your site. You need to tell visitors what to do—sign up for your newsletter or call you for a complimentary consultation. Or if you’re sending out a flyer for a workshop, you need to have a great workshop title that taps into your market’s primary problem, have a bulleted list of benefits they will get by attending, and tell them to send you a check for the workshop fee by a certain date because you can only take a limited number of students.

All these components make for compelling marketing copy that will attract a lot of leads for you that you can convert into paying clients. When you learn some of these skills, you’ll be able to achieve your goals of helping as many people as possible and making a profit in your business—a win for everyone!

Happy Info-Product Profits,

Andrea

Andrea Susan Glass
www.WritersWay.com


 

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