Yet, often we forget to THANK those passionate ‘business cheerleaders’ who out of the goodness of their hearts refer your business to others.
That’s why showing what I call ‘prompt gratitude’ is ever so important, and writing a quick thank you note works so well. It should make your client feel acknowledged and appreciated, and hopefully motivated to keep spreading positive vibes about your company.
So, you want to show your appreciation and write a thank you note. But… where do you start? Well, you won’t need to turn to a copywriter to add flourish and sincerity to your words, because here I am going to share my simple but effective formula for creating effective thank you notes.Read More
Is your website bringing you all the business you need? Or is it leaving some gaps in your booking calendar? Perhaps the text on your website isn’t powerful enough, and really struggles to persuade web visitors to pick up the phone and call you.
Research shows that having a professional looking website is not enough to convince customers to come to you. Your website needs to attract traffic, but you also need persuasive English to turn that traffic into business.
Web Talk is King
The internet gives people an overwhelming number of options. It won’t take long before a potential customer clicks away from your website and lands on your competitor’s site. Click-click and she’s gone! She can even do a quick and easy comparison and if you competitor seems to appear more credible and persuasive they will probably get the business.
You may have more knowledge and experience than your nearby competitors, but the impression your website gives is that you are perhaps raw or inexperienced. Back in the time of the Yellow Pages the ‘best’ professionals got all the business, but times have changed. Now a young kid can be more successful than an old industry veteran, just because he understands how to write for the web.
…But it Needs to be PersuasiveRead More
Success. If you’re looking to achieve more business success in 2013 then I think you really need to revise your company website.
If you don’t have a website then think about this: this internet thing is not going away. Cast your eyes over this cool infographic that shows WHY you should to be on the internet…
Some quick highlights for you:
- 694,445 searches on Google
- 1,500 new blog posts
- 600 new YouTube videos.
…and that’s – EVERY MINUTE!
Impressive? Actually, I believe the data is a little outdated. A more recent source reports that about 100 billion searches are conducted each month on Google (3 billion a day).
Now, even a tiny share of that would probably give you more business than you can handle! And, if you could handle some more business then get a website now. Send me a quick message here and I will try to put you in touch with a decent website designer.
If you do have a website then the above data should scare the living daylights out of you. Seriously. Think about this. At a click of the mouse, Google can serve your prospective clients hundreds if not thousands of options.
…And considering that in this ‘attention economy’ you probably have just five and no more than ten seconds to capture the interest and attention of your web visitors then it goes without saying that your website probably needs an overhaul – as-soon-as-possible.
If your website’s abandon rate (bounce rate) is anything above 65% then the majority of your traffic is simply going out the window. How many of them almost buy or place an order? Almost.
But, that’s only part of the problem. Your market is changing. It keeps changing. Changing. And changing. 2013 brings new changes.
Quick question: how relevant and timely is your web sales talk to today’s digital consumer? If your website is plastered with the same ‘ol copywriting you used in 2012 then you will loose some business over the next twelve months. Remember, markets are changing.
Your best line of ‘defence’ I think is to revise your website. Get it up to date. It is even more important if you try to motivate multiple audiences with diverse needs and values. A great challenge for a good copywriter!
So, try this.
Open a new tab in your web browser and type in your website address. Go ahead and do it now! I am sure it’s been a while since you played ‘customer’ on your website and these three questions should open your eye. You see,
your typical web visitor wants to know the following:
- Where am I?
- What can I do here?
- Why should I do it?
Does your website answer those questions in less than ten seconds?
In this age of information-overload-and-awful-impatience, if you keep clearing your throat instead of getting to the point quickly then many of your prospective clients will click to your competitor’s websites.
A professional copywriter can revamp your website and help you capture more sales and more clients this year. Drop me a quick note if you’re looking to take your website to the next level in 2013.
I want you to try NOT to think of an elephant. You can fill your head with any thoughts you like but make sure that you don’t think of an elephant. If you’re like most people then you probably have this big, bulky grey monster standing in front of you. Interesting.
Why this works the way it does is a discussion for another day. For now, I want to show you this ad, which seems to be based on the concept of reverse psychology. In the US, Black Friday launches the retail holiday season. Last year, while most retailers encouraged consumers to buy, buy, buy … Patagonia did the exact opposite. Here’s the ad:
Putting reverse psychology aside… this ad is a great attention grabber! It will be interesting to see what they have planned for this year. Back to the ad… it sure is different. Seriously, I don’t think you’ll forget it anytime soon. And the approach makes them seem different to the competition. It should also be more appealing to those people who hate the modern consumerism, Cyber Mondays, Black Fridays or Boxing Days. They also tried a similar angle with their Don’t Buy This Shirt Unless You Need It ad and my guess is – since they repeated the approach – it must be working for them. Of course, how can a clothing manufacturing behemoth discourage consumerism without sounding hypocritical? And that’s why it makes sense to have a skilled copywriter on board!
That’s half the problem.
You see, things can get a little more complicated if your prospects and clients discover the problem before you do. A website crash could be disastrous for your business.
That’s where site-monitoring tools can be of great help. They can alert you when something goes wrong with your website.
I just discovered Site24x7 by Zoho – a website server and monitoring service. If your site crashes, you can receive alerts via text, Twitter, or push notification, which is a lot better than getting emails asking if you’re still in business!
SETUP: Simple and fast.
COST: Free for a basic version, then starting at $1 a month per site.
Since 2003 Merriam-Webster has been identifying the year’s most looked-up words on its website. Following capitalism and socialism, top 10 words of 2012 included touché, bigot, marriage, democracy, professionalism, globalization, malarkey, schadenfreude and meme. According to dictionary editor-at-large Peter Sokolowski these words show spikes of interest that often match with current events: news, weather, sports, or entertainment. Here are the words and their meaning:
- socialism (a system or condition of society in which the means of production are owned and controlled by the state ) and capitalism (economic system in which most of the means of production are privately owned, and production is guided and income distributed largely through the operation of markets.)
- touché (used to acknowledge a hit in fencing or the success or appropriateness of an argument, an accusation, or a witty point.)
- bigot (a person who is obstinately or intolerantly devoted to his or her own opinions and prejudices)
- marriage (the state of being united to a person of the opposite sex as husband or wife in a consensual and contractual relationship recognized by law)
- democracy (government by the people; especially : rule of the majority)
- professionalism (the conduct, aims, or qualities that characterize or mark a profession or a professional person)
- globalization (the development of an increasingly integrated global economy marked especially by free trade, free flow of capital, and the tapping of cheaper foreign labor markets)
- malarkey (insincere or foolish talk)
- schadenfreude (enjoyment obtained from the troubles of others)
- meme (an idea, behavior, style, or usage that spreads from person to person within a culture)
Global Cosmetic Industry underscores how men are becoming more and more fussy about their appearance. In fact, the male grooming category has demonstrated consistent performance and growth over the recent years of economic instability. Some highlights:
* In recent years, the male grooming category has consistently performed well, with an average of 6% annual increase in global revenues since 2006 to reach close to $33 billion in 2011.
* Hectic lifestyles coupled with increasing junk food consumption means that men have less time and more skin-related issues to tackle,
* Global sales are almost evenly split between shaving and toiletries, a shift since 2000 when shaving accounted for 60% of total men’s grooming sales, Men’s toiletries are predicted to take over in 2013 and contribute double the revenue of men’s shaving 2012-2016.
* For a stronger foothold in men’s skin care, take lessons from the leaders in men’s deodorants in terms of diversified product ranges and tailored marketing tactics.
* Revenue growth opportunities in men’s grooming go beyond traditional products, with potential for men-focused fortified drinks or dietary supplements.
Chances are that when you check your inbox you want to get in and out as quickly as possible. Your email recipients, customers and contacts are not any different.
When opening your email they want to know who you are and what you want (literally—and fast!), and why are you bothering them.
So, who the heck are you? If you suspect that the recipient has absolutely no clue or needs a little refresher on who you are then get to the point and introduce yourself, quickly.
We get hundreds of emails per day landing in our inbox and our daily ‘task’ is to sift through them to decide what’s important, and what can be tentatively ignored or should be deleted.
Our recipients are not any different. So keep your message as short as possible. State exactly what the email is about in the subject line. Then give a little more detail in the email.
Don’t try to be clever.
Why should the other person respond right away? What’s the incentive? Don’t give them a reason to ignore your email… If you do, they will ignore it or simply hit the delete key and ‘POOF’ your message disappears. Just like that.
Remember, people get hundreds of emails each day. Your email is ONE of those – not the only one. And it’s usually perceived as an interruption. So stop interrupting and start communicating with relevant, timely and to the point emails.
Business owners, it’s time to start rubbing your hands with glee! Experts say that consumer confidence starts to return – at least for this holiday season. But the tables have turned…slightly.
One expert comments (see iconographic below) ‘Online sales will dwarf in-store sales, customers will arrive after having done extensive Web research, and smartphone shoppers will rule.’ But you don’t run a retail store so you don’t have to worry about that, right? The reality is that more and more people are turning to the internet for research.
Check out this great infographic it shows how much shoppers are planning to spend this holiday season AND why you *absolutely must* have a decent sales website…
Interesting predictions! Of course, all predictions are just that…predictions. Still, the ones above underscore a very important fact. Mainly, the internet is a powerful research tool used by MANY (if not the majority) of consumers. Some will spend up to 10 hours and more RESEARCHING products online before purchasing.
Now you’re a plumber, electrician or gym owner. Surely, this data won’t apply to you. But think about it. Your typical prospect may not spend ten hours researching your business and the competition but they probably spend a significant amount of time before they even pick up the phone to call you. Or, they don’t call you. Simply because your website doesn’t give them any reasons to…but what if your competitor’s website does?
Who do you think will get a sale?
This infographic applies to retail businesses and by extension to any business whose customers are web savvy. And, I am not talking about computer geeks here. Google makes researching topics and finding answers to twisted questions so easy that anyone can do it!
So what’s the lesson here? I guess there are many. The key distinction I think is that people research and do plenty of it before they decide to part with their money. And, because they use the internet, they could be on your website and your competitor’s website at the same time!
So if your website copywriting is a little unpersuasive or unclear then you may lose many sales opportunities each and every week!
Remember, the internet is more real than most people think, it’s time to use it to your advantage. More.
“Before hiring Daniel I was a bit sceptical, wondering how could an outsider write about my complex industry-specific product range. After all, we service a diverse range of clients with varying expectations, experience levels and needs. However, I also realised that we needed to come up with a more effective way to communicate our brand and value proposition. That’s why I am glad that we hired Daniel! He has helped us communicate our brand with clarity, precision and impact – using language that our prospects and clients can easily understand and relate to. He also advised us on keyword optimisation and SEO, which I found useful. I would definitely recommend Daniel to busy business owners and company executives who are struggling to communicate their message and get results from their current sales copy.” Mark Mackenzie, The Graffiti Eaters, Melbourne Australia
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