KickAss Copywriter

Do you, as a marketer, take time to find out what’s important to your customers or prospective customers?

Do you know their ‘why’? 

Why do they do what they do? 

Why do they think what they think?

Why do they feel the way they feel?

I think today, more than ever before,  marketers must take care to learn AS much about their customers as possible … and address their needs and wants in a way they can see that you care about them, as people.

Just because you may have the latest and greatest widget, in your opinion, because it does so many more things than your closest competitor’s widget, doesn’t prove people will want yours more than your competitor’s.

The reason may be they believe all the bells and whistles on your newest widget just get in their way — they’re more of a nuisance than a help.  Or, maybe they think (right or wrong) that the more gadgets on the widget, the more there is to go wrong!

You needed to have discovered what else they wanted in a new widget BEFORE trying to tell them how much they should want/need it, right?

Times are a changin’ with the advent of social media, depressed economy and a return to basics.  So now, people are driving the market, instead of the market driving the people.  That’s old school.

It’s imperative to ask your customers/prospects what they want and why it’s important to them.  Very BIG companies, like ‘Big Blue,’ go down with a BIG thud, giving way to a company (like Dell), who gives the people what they want when they want it.

All of your marketing communications, your advertising and your social media presence need to have an ‘ask, not tell’ tenor to them.  You need to listen to their needs and discover their ‘why,’ to be successful.

One way to do this is to create a two-way forum on your web site.  They ask, you deliver.  People will tell you what they think — just ask them! 

Maybe a contest?  That’s also a great way to get folks to participate in giving you information about why they want what they want. 

Figure out what makes them tick — and satisfy their reason for wanting what they want. 

Find out their ‘why.’

To making a difference,

Carolyn Permentier

http://www.kickasscopywriter.com

It’s no secret to anyone that we’re living in a BAD U.S. economy.  And I’m sure that most businesses recognize they have to communicate with their customers or prospects differently.

Are you acutely aware of how to craft your marketing messages, in order to show your audience/s that you DO understand what’s changed in their lives over the past 18 months or so?

It seems pretty apparent, even in some ‘affluent’ circles that folks are tightening their financial belts, right?  So, when times are hard for so many, they respond quite differently to your messages than they used to.

For instance, most everyone is more cautious nowadays — they want to be SURE they’re dealing with someone trustworthy.  So BE that.

Also, consumers must be more ‘quality-focused,’ because they want to buy things that will last longer.  BE quality.

Millions of Americans are focused on necessities now and foregoing the luxuries.  So what do you do, as a marketer, if your products or services are things that most people CAN do without?

Hard question, isn’t it?  But, maybe you’ll want to beef up your guarantee.  Or, you could give more than you used to.  Maybe do some 2 for 1 offers, if it fits your business model.

Showing your clients, customers or prospects you care, by asking their opinions, and really listening, is another great way to connect with them on an emotional level they can feel.

Everyone wants to feel understood.  But, now more than ever, it’s imperative to show your audience you understand and are sympathetic to their challenges — and you’re doing something about it, if at all possible!

Let’s all BE the Change we want to SEE in the world.

Carolyn

http://www.kickasscopywriter.com

Hello,

Today’s a surreal day for me.  As the old saying goes, “what doesn’t kill me, only makes me stronger.”

I’m back, after a year’s sabbatical.  Lot’s of moving around, visiting, exploring myself and the world … trying to discover what I want to do/be next. 

Yet, I’m still a writer, copywriter and author.  I write.   I study people and life.  And I write about it.   I’m also an Elf, as I discovered on a little test I took on Facebook.  Pretty cool.   

The surreality I refer to is the happenings in my life of late.  It’s one of those things that others would find too hard to believe, unless they saw it close up — or had some experience of the same sorts.

Are you ready for this?  The dominoes started to fall, with a speeding ticket a month ago.  This was quickly followed by my getting the dreaded ‘boot’ on my car, while parked downtown Fredericksburg, VA on a recent summer’s eve.

The police drive around, taking pictures that feed into a database of  offenders.  My offense?  Failing to report to the Commissioner of Revenues that I’d moved out of the city last year.

They still had me on their books, and I owed ‘09 property taxes.   My, everyone’s getting really aggressive about collecting.  Have you noticed that, yet?  You will.

Next shoe to drop was my garnished bank account, by a large credit card company.  No ‘due process,’ so I wasn’t allowed to tell my side of the story to a judge.  No, Virginia is one of the few states that allow this kind of ‘Gestapo’ treatment of its citizenry.

All my money … gone!  In one fail swoop, without warning.  Gone.  And that included the reimbursement of funds, taken by the ‘boot’ company.  And everything else that came into my account, before I had a chance to stop it. 

Oh, and let’s not forget hefty bank charges for insufficient funds for some auto-payments that I couldn’t stop in time — or even remember.

And what can I do about it?  Well, I’ve petitioned the court for a hearing, so am waiting to see if I’ll get my day in court.

Have you ever tried to exist, without any money and NO bank account?  Everything I do is online, so now I can’t pay for anything online, nor can I even have my PayPal account anymore, so clients can pay me!

Yes, this is America.  So, not only can one’s assets be seized by city, state and Federal Governments — the credit card companies can do it, too.

Following this interesting, little adventure … next, a water pipe burst in the basement, where my office is located.  My laptop didn’t make it, but my printer survived.  I’d preferred the other way around.  Not sure about my fax, yet.

My granddaughters were here, visiting, through these various fiascoes.  What a time to have all your money seized!

Oh, silly me.  I almost forgot.  To add more insult to injury … the gauntlet finally fell on my new site.

For months, I’ve been trying to get a certain SEO company to finish my new site.  Promises, stalls, more promises, more stalls.  And, finally, the truth:  It wasn’t going to get done.  It baffles me that people don’t keep their word anymore.

So, this copywriter is having a lazy, rainy Saturday.  I think it’s all just now sinking in.  It’s really quite a jolt to the ole system, let me tell you.

If it’s true that what doesn’t kill me, only makes me stronger, I should be strong as steel by now.  Aahh, yes, this too shall pass.  I know it always does.

And, I’ll have a little bit more experience to add to my already rich set of experiences to assist me in understanding the human condition.  Without going through some of these hard times myself, I wouldn’t be able to connect with those who have.

I wouldn’t be the copywriter I am.

You know, I’m not sure anymore, but I used to think I created everything in my life, in order to learn.  If this is true, it really sucks!  However, it certainly gives me a depth of understanding and empathy I would not otherwise possess.

I am grateful.  I’m still standing.  I’m still smiling.  I understand.

Yours in understanding,

Carolyn

http://www.kickasscopywriter.com

Hello,

Are you a business owner, with a web site — but haven’t been published, yet?

Well, I don’t want to chastise you, but you must do it!

Why?  Well there are lots of reasons, and I’ll list some of them.

7 Reasons You Want to Get Published …

1.  Get noticed.

2.  Establish yourself as an expert.

3.  After you’re seen as an expert.

4.  Enjoy the recognition from being an expert.

5.  Get more business from those who read your published materials.

6.  It’s easy to do.

7.  If you can’t do it, you can hire someone inexpensively to ghostwrite it.

And there are so many different things you can write that will give you the prestige for ‘being published.’  You can, for example, write a real book — you know, the old-fashioned, printed kind?

3 Ways to Get Published & Get Noticed:

1.  Self Publish a Print Book …

You can even self-publish and you don’t have to worry about finding an agent, who’ll represent you to the big publishing houses … with whom, your chances are slim and none anyway.

For self-publishing, there are a lot of companies, who do ‘on-demand publishing.’  That’s when you order a book online at amazon.com and if it’s an ‘on demand’ book, one computer will tell another one to print off one copy of this book and mail it to you.  (It’s seamless to the buyer.)

In fact, I published my book, The Wacko From Waco, this way, with iUniverse.  They were great!

2.  Publish an eBook …

This is super easy.  Just write your manuscript in a Word document.  Then, when complete, you’ll want to convert it to a pdf file.

If you know how to do this, great.  But if not, you can hire it done very inexpensively.

Next, decide if your objective is just to enhance your reputation — to be seen as an expert and, therefore, get more business because more people will recognize you as an expert in your field …

Or, is your objective to sell the ebook for profit?  If so, you’ll have to decide if you want to sell it on your site, assuming the subject matter is compatible.  If it isn’t, then I suggest you get a new domain name and a hosting account, so you can sell your ebook.

You’ll also need a shopping cart, of course, where you’ll upload your ebook’s pdf, so your customers can download it, after they pay for it.  A great source for how to write an ebook is Bob Bly’s site.

3.  Publish Some Articles …

Most likely, you’ve heard/read a lot about this one.  There are many article directories you can use to do this.  Aside from the obvious reason of being seen as an expert, you’ll also do this, in order to get back links to your site … that means that those who use your article will link back to your site.

When you write the article, you’ll get a ‘resource box’ at the end.  Here is where you get get to tell a bit about yourself – and provide a link to your site … the real reason to do this, IMO.

There are many of these, but the one I like best is Submit Your Article.com.

So, there you are — 3 ways you can use to establish yourself as an expert and, hopefully, get more business, as a result.  Don’t expect overnight success, though.  You need to be diligent and write often about topics your prospects would find beneficial.

And, whether you publish an ebook, articles or promote your print book on your business web site or on a different URL — be sure to get it optimized by a real expert — so the search engines will be sure to find you when someone looks for you.

I work with two excellent SEO experts.  They are very responsive, fast and know their stuff!  Aly at WordPress Consultant and SEO and Ryan at clarkeconsulting@comcast.net.  Aly has gone well above and beyond the call of duty both for my site and my blog!  And Ryan can also produce a simple web site that won’t cost an arm and a leg.

If you need help to develop an overall marketing plan or marketing strategy that will include the expertise of a kickass copywriter, I’ll be happy to assist you.

Good luck getting noticed!

Carolyn

http://www.kickasscopywriter.com

I’m sure most everyone has heard the saying, “No guts, no glory,” right? 

Well, just to be clear about my interpretation, so I can talk about it … it means this to me:

If you don’t risk, you don’t achieve.

In marketing, as in life, most business owners choose to ‘play it safe.’  The idea behind this notion, of course, is to walk the same path that’s already been forged.  It’s easier.

If something’s been done again and again (proven to work or not), most people most of the time are too timid or downright afraid of making a mistake to launch out on their own and …

Do Something Different & Daring!

As marketers, when we put on our ‘consumer hat,’ I think it’s easy to see how smart it is to be different, don’t you?

Think about it, when a technique is so overused as to become lifeless and dull, no one really listens anymore — they become desensitized or anesthetized (numb).

How many times have you heard or read the same ole, same ole copycat version of direct response techniques that they don’t even register on your mental screen anymore?  Despite what it says, here’s what you see, “blah, blah, blah, blah.”    
Dan Kennedy talks about business owners who defy conventional wisdom and DO things outside the norm, with amazing results.  In his examples, a restaurant and supermarket gave away thousands of dollars in merchandise, with a very high ROI.

And they didn’t even have to spend money on advertising.  Ooops, scratch that — you’ll think you don’t need a copywriter to write VERY different ads, letters and cards, oh my!

If you’re not a restaurant or supermarket, with food to give away (who doesn’t eat?) … or whether you do something else totally outlandish or at least unexpected — you gotta capture your prospect or customer’s attention.

Wake up!  Be different.  Do something that’ll counteract the numb. 

In order to get noticed, you MUST have guts.  Otherwise, you just lull your customers and prospects to sleep.

Here’s to guts & glory!

Carolyn

http://www.kickasscopywriter.com

I recently read a post at Ryan Healy’s blog, which was talking about ‘hype’ in copy.

Oh, just in case anyone reads this, who is unfamiliar with the use of the word, copy, I am referring to words … language that’s used to elicit a specific response from readers … namely to buy something!

The upshot of the blog was that, as copywriters, we should all be careful to only use phrases that run the risk of being construed as ‘hype,’ when we have sufficient proof to back up any over-the-top claim or promise we’re spouting.

As marketing professionals, we know (or should know) how vital the sales messages are that we write for our clients — our words can make or break the sale.

And, even when there are outrageous-sounding claims or promises that can be made because they are actually true, I think the ‘oh yeah, right’ factor is a big one to overcome.  And this is especially true on the Internet.

What I mean by that is this:  People are bombarded with SO much exaggeration and promises of more beauty, more sex, more hair, more wealth SOO much that the mere claim of more, better, different is often discounted at best and ruinous at worst.

OK, you say, how do I get my sales message heard, amidst all the loud noises out there?  Good question.

I’ll try to answer it.  Are you, personally, turned off when you hear a lot of ‘over-the-top’ kinds of headlines or body copy, promising you the moon if you only use this or that product?  Do you feel a bit like your intelligence is being insulted?

I do.

That’s why I try to keep it down and to genuinely instill trust, by telling the truth.  I try to shy away from stupid in its many forms –  from falsehoods or products I wouldn’t sell to my worst enemy.  (If I had one.)

Emotional copy, of course, we all know is the best kind to ‘connect’ with our audience and to offer them benefits they really want for themselves.   But so much of it is pandering, placating and downright insulting.

Maybe there’s a place to talk to the poor, the gullible or the less-educated of the world and play on their ignorance … but I don’t want to write it.

I say effective copywriting doesn’t have to use hype.  And hard-to-believe truths can be tempered with a wise dose of sincerity to make them sound more believable.

And, when appropriate, always offer 3rd party proof.  That’s just smart, don’t you think?

Till next time, here’s to genuinely-effective copywriting!

Carolyn

http://www.kickasscopywriter.com

Oh my, where does the time go?

I’m so embarrassed to say it’s been … what, about three weeks, since I blogged.  Oy vey, what will the ‘blog police’ have to say about my derelict behavior!   
Aaahh, it’s OK because I really don’t have a following anyway.  In fact, it’s rare that I get comments on this thing.    

Sometimes, I must admit, I wonder why I’m doing this at all!  If no one’s listening and no one’s commenting — what’s the use? 

It’s not like I don’t have better things to do … like write for clients, who are paying me, for instance.

I am pinging at pingoat.com and going to livewire.com to make sure the social media hear about me.  I’m sure there’s much more I could/should be doing, time permitting. 

Maybe my heart’s just not in it.  Admittedly, I don’t seem to have a lot to say about copywriting that’s not already being said over and over, adnauseam.

To me, each situation calls for a unique approach, instead of simply copying from what many copywriters use — their ’swipe file’ — samples of various work from other writers that worked (supposedly) for a given type of product or service.

I’ve been writing copy, along with the ’smart thinking’ that goes with it, for a long time.  And to me, these are:

7 Traits of a Good Copywriter:

1.  Understand the human condition.

2.  Know how to tap into human emotions.

3.  Know how to communicate in a heart-felt way.

4.  Really care.

5.  Study the product and know how it will genuinely benefit customers.

6.  Prove the product and the company are real and that the company cares about their customers, by offering high quality — backed by a real guarantee.

7.  Know how to sell.  Know how to close. 

 What more is there to say about copywriting?  It’s ‘thinking on paper,’ like Jay Abraham says.  Or, it’s ’salesmanship in print,’ a phrase, I think, Dan Kennedy coined.

So, what else am I thinking today?

Have you seen the T. Boone Pickens’ web site? 

http://www.pickensplan.com

You must go see it.  Here’s one of the biggest oil moguls on the planet, advocating alternative energy!  Now, that sounds pretty genuine to me.  I’ll look into it closer and see what I can see.  (Hope it’s real.)

I have more than a passing interest in alternative energy, as I think everyone who’s breathing should have.  Otherwise, the breaths we take may not be worth it before too long.

I think finding alternative energy sources and using them is a planetary imperative.  Yeah, it’s that serious. 

OK, two thoughts for today … that’s enough, methinks.  For copywriting services, find someone who knows the 7 points above.

And for alternative energy ideas, check out T. Boone Pickens.

Salut,

Carolyn

http://www.kickasscopywriter.com

Q:  Who are the best customers? 

A:  Referrals.

Q:  What’s the best form of marketing? 

A:  Word of Mouth.  (WOM)

So, if everybody knows referrals make the best customers and the way to get referrals is thru WOM marketing — what are you doing to generate more WOM?

Have you considered what you can do for your existing customers that would absolutely compel them to tell all their friends and family to buy from you?  Something that’s so unique and memorable they’d just have to talk about it?

Consider Disneyland and Disney World.  When first time visitors are asked what sticks in their minds most, they say it’s the parks’ cleanliness and the authentic environments.

As Dan Kennedy points out, the marketers know that ‘clean’ is not just about maintenance crews — it’s also about good marketing!

Your customers want to feel really GOOD about doing business with you, right?  So, come up with something quirky or unusual to do for them … surprise them in some way  they won’t expect.

Going the extra mile works for personal relationships and also for business ones. 

If you can’t think of something that feels right for your business, maybe you could hire a very creative marketing mind to help you? 

Maybe that person would also be a copywriter and could not only come up with the great ideas, but also know how to promote them!

 Here’s to creating more WOM!

http://www.kickasscopywriter.com

Have you ever read a marketing message, attempting to sell something …

but it used stiff, proper language that only an English professor would appreciate?

Most good copywriters know to use simple words and to talk to a prospect like we’d talk to a friend or to use ‘barstool conversation’ — the way you’d talk to the guy next to you at the bar.

Another smart rule of thumb?  Use short sentences.

Long, seemingly endless sentences/paragraphs make the brain say, “This is too much to read.”  (Click.)

Short & simple paragraphs, with lots of white space, are much easier to read, aren’t they?

Another KISS principle, often overlooked even by the best of writers is to first appeal to human emotion … then back it up with logic.  It’s really not just all about price!

Your prospects aren’t going to be patient with a badly written sales message.  And, since an enormous amount of shopping is being done online, your entire web site must be:

clear, concise, easy to understand/navigate.  And easy to order.

How to Employ the KISS Principle on Your Web Site & Online Marketing … 

*  Use simple words.

*  Use short sentences/paragraphs.

*  Use lots of white space.

*  Capture their emotions quickly.

*  Show ample proof/credibility.

*  Make everything quick, easy to navigate.

*  Make ordering easy.

Starting with your web site and continuing with sales letters, email campaigns, PPC campaigns and their linked landing pages — keep it simple.

Happy Selling!

http://www.kickasscopywriter.com

In the June, 2008 issue of Direct Magazine, I read something pretty interesting about the way business is coping in the current recession. 

It’s no secret to anyone, except the Feds, that the U.S. is in a recession. The economy is slowing, consumers are spending less and (as the article points out) firms are deliberating more over purchasing decisions.

What we’d expect to see happening in times like these is for direct marketers to focus on their existing customers, right?  But they are, in fact, spending more on prospecting … according to Direct’s annual forecast survey.

They say consumer firms allocated 72% of 2008 direct mail (DM) budgets to acquisition.  That, compared to 63% in 2007.  The article said B2B marketers were holding steady at 58% of their budget being spent on acquiring new customers.

The survey showed that marketing dollars are allocated to search engine optimization and other online marketing … trying to build their in-house lists.

The article said that financial services are doing more with house files than in years past … meaning, they’re not renting new lists, but just mining the ones they have.

It seems that a lot less testing is going on, for print media anyway, with 1Q08 showing a 25% drop in catalog tests, 12% drop in testing for publishers and 10% drop for nonprofits.

More companies are using email marketing to both existing customers and to prospects in 2008 than last year.  And SEO and SEM are also being used more than in 2007.

No matter what marketing method is employed, copywriting will always be vitally important.  Whether a company markets offline or online, the message still has to be right on target. 

One degree off in any direction — and missfire!

 So, whether you need an online sales letter, email campaigns, PPC ads, landing pages, squeeze pages or even postcards … it needs to sizzle. 

 The copy sells the product.  So, in these recessionary times, cut back on whatever you have to.  But whatever you put out there, make sure the copy scorches!

http://www.kickasscopywriter.com