I love this quote from Warren Buffett because it truly describes what sales and marketing is all about.
If your clients or customers are complaining about the price of the services or goods you are offering, they probably don’t understand the value of what they are buying. And this is where you need to beef up your marketing efforts.
We’ve all heard how we must feature the benefits of an item, not its features when selling. This concept takes that credo to a new level. People will pay — and pay handsomely — for something they value.
Within the past few months I had the opportunity to work with a start-up company in creating its brand and new website. We went round and round with the pricing for copywriting on their new site. If it weren’t for the fact that I was referred to them by someone they respected, I’m not sure they would have hired a copywriter at all. They simply didn’t see the value in good writing or the need to pay for it. But in the end, they ended up hiring me for the job and accepted the completed copy for their new site.
I Didn’t Realize Your Value
I recently received an email from this client whose very words were, “We have gotten such great feedback on our new website. I didn’t realize the value that a professional copywriter could bring.”
Since then, I have run into this client at a networking event and in their introduction of me to one of their alliances, they bragged that they had hired me and what a difference I made. Not only did I provide excellent website copy that was already getting them leads, they told this new company that I saved them from what had been hours and hours of labor trying to come up with the copy themselves. This I had not known when I first met them. Multiply the lost revenues of the hours an executive can spend agonizing over the rights words vs. the comparatively small cost of hiring a professional and you’ll see the value too.
You Just Can’t Write About Yourself
One of the most difficult things you can do is write about yourself. You’re too close to it. Even I have difficulty writing about myself although I write about others all day long. Part of the value a professional copywriter brings is the ability to stand outside your company and look at what a potential customer might need and want from you and translate that into copy that sells. In fact, by looking at a client’s website from outside eyes, with a consumer mindset, I most often see obvious things that the client missed if they wrote the copy themselves. This is a truly valuable insight that some business owners neglect.
Through our interview process, analysis and research, along with a plain old consumer attitude, we can create value not only for our customers but for their potential clients and customers as well through the right words, delivering the right message at the right time.
Be Prepared to Talk About Value
The next time someone counters your price or complains about your fee, be ready to counter with value. Have concrete examples of how you provide that value in terms they can understand–often the bottom line. If they see and understand the value, they will have no problem accepting the cost.
If you need to have your website copy written or reviewed by a professional copywriter, contact All the Buzz. We’ll be glad to bring value to your organization.
All the Buzz was instrumental in creating the copy and blog posts on the website for EverSmile Dentistry, a new practice opened by Dr. Eddie Choi, D.D.S. in Sterling, Virginia.
Dr. Choi acquired the dental practice of the retiring Dr. Rubino of Rubino Dental, opening in the same location. However, Dr. Choi’s philosophy and areas of practice had to reflect his own practice, not that of the former owner’s.
He wanted a style that was warm and friendly, while professionally explaining the services and products he offered, and he needed to differentiate himself in a crowded marketplace. Through single-subject landing pages and targeted blog posts, Dr. Choi is able to reach various segments of the population, including families, children and seniors.
Dr. Choi was joined recently by his wife, Dr. Mia Choi, D.D.S. Together they provide a wide range of dental services, including general dentistry, cosmetic dentistry and Invisalign straightening.
All the Buzz went through our usual process of gathering information in through our simple intake interview, making it easy for the client. Then we created the copy for our partner design team to work with. Together we created the beautiful site for EverSmile Dentistry. Once the site was live, blogging began, with two new blog posts a month highlighting practice news and philosophies as well as explaining various dental options and techniques.
Do You Need Great Website Copy? Contact All the Buzz.
If you need to update your website copy or create a whole new website, contact the professionals–All the Buzz. We specialize in creating websites that resonate with your audiences and ultimately draw in customers.
If your website receives text input (like eCommerce) but does not have an SSL certificate, come October 2017 Google Chrome will begin “punishing” sites by posting a red “Not Secure” warning visible to anyone seeking out your website.
This means that your website address must read “https” at the beginning of its address, rather than “http”. When secure, the “s”, along with a lock icon will appear in the header bar in your web address.
Sensitive text input such as passwords and credit card information are vulnerable on unencrypted sites, and the “Not Secure” warning is a reminder to those using the website that their private information is vulnerable to interception.
Read more about SSL certificates.
To obtain an SSL certificate for your website, contact your web hosting company.
As the Google safety initiative continues, all websites will eventually be required to carry the SSL certificate. Website owners should upgrade sooner rather than later in order to avoid risking business loss from the “Not Secure” notice.
Definition of an SSL Certificate
Defined as a Secure Sockets Layer, SSL creates an encrypted link between the server and a website in order to ensure that all data passing the server and browsers remains private. Without the SSL certificate, your website is vulnerable to scammers and hackers. Encryption ensures that only your intended recipient can read sensitive data.
They say that those who are passionate about what they do never feel as if they are working. Their passion is what drives them, and what makes them successful.
Wonder if you’re still passionate about your business? Take this quick quiz to find out:
The Passion Quiz
- Do you have a strong curiosity about what you do, and a desire to keep learning more about it in order to get better?
- Do you have a sense of excitement and energy when you are working?
- Do you want to seek out others who share your interests so you can talk about it?
- Do you literally dream or daydream about it?
- Do you secretly fantasize about being on the top of your profession, or envision taking it to a new level never before reached by anyone?
- Do you feel a sense of loss or like something is missing when you’re not doing it?
How Did You Do?
If you answered “yes” to these questions, you’re on the right track. If you answered, “no” then your business is probably passionate-less as well. You may want to re-look at the business you are in, and perhaps make some changes.
The good news is that if you have lost your sense of passion, you can get it back. Step back from your business and return to the “why” you chose this profession in the first place. There was some reason that has somehow gotten buried along the way.
Entrepreneur Richard Branson advises, “Go back to that ‘aha!’ moment and try to understand what motivated you to think in that direction in the first place — the passion behind your idea might lead you to the business or industry you truly care about.”
Translate that Passion into Sales
Once you have rediscovered your passion, use this information to translate it into sales materials, website copy, and interactions with your customers. There is nothing more appealing than someone who is truly passionate about and sincerely believes that what they do can make a difference.
As Branson puts it, “When you believe in something, the force of your convictions will spark other people’s interest and motivate them to help you achieve your goals. This is essential to success.”
Think about the last time you interacted with a customer. Were you merely going through the motions, or was there a spark in your voice and a twinkle in your eye as you described your product or services. Your passion can make all the different between a sale and a so-so experience.
–Passion Quiz excerpted from “Protecting Your Passion,” by Robin Todd, Motivated Magazine.
According to Google, “Duplicate content refers to substantive blocks of content within or across domains that either completely match other content or are appreciably similar.” This means that when writing good web copy, each page should be original and blocks of copy should not be repeated within your site.
This also means that blocks of copy cannot be lifted from other sites and used on your site. Besides, this could be considered plagiarism without consent and attribution.
Google instates this rule to avoid deceptive practices by which content can be “deliberately duplicated in an attempt to manipulate search engine rankings or win more traffic.” This also results in a poor user experience where a visitor sees the same content on various pages of your site, and can lose you credibility in their estimation.
“Google tries hard to index and show pages with distinct information,” it reports. If you are caught and determined to be guilty of deceptive practices, Google will make “appropriate adjustments in the indexing and ranking of the sites involved. As a result, the site may suffer, or be removed completely from the Google index, in which case it will no longer appear in search results.”
There are times, however, when duplicate copy cannot be avoided, such as with PDF-formatted items, printer-only versions, discussion forums that generate both regular and stripped-down pages for mobile devices, and store items linked via multiple distinct URLs. These are recognized by Google as “non-malicious” duplicate content.
Trust the Copywriting to the Experts
Professional copywriters, like those at All the Buzz, know the rules Google applies, and we work hard to provide unique and keyword-rich content to each of your online pages, whether they are web pages, blog posts or social media listings.
Navigating search engine optimization can be tricky, and although you can do it yourself, it is best left to the experts. You don’t want to make a mistake with something as important as your online business presence.
Contact All the Buzz for expert website copywriting.
–excerpted from Google’s rules for Duplicate Content
Not 20 years ago, it was easy to get noticed with your own website. But now that there are more than 1 billion websites on the World Wide Web, it is increasingly difficult to grab your audience’s attention and get them to click on your site.
Good Use of Keywords
Keywords are those words that are entered into a search, and that indicate just what a person is seeking. It makes sense, then, that the more specific the information that is entered, the more closely a match will be created in the search. When writing your copy, be sure to include keywords that not only generically describe your product or service, be specific.
Make a short list of your top keywords, and pepper those throughout your copy. Pay attention also to long-tailed keywords, which are three-to-four keyword phrases that are very specific to what you are selling and what your prospect is searching for. Most people enter more than one word when performing a search query. For example, if they were looking for a dentist for their child, they might enter, “pediatric dentist fairfax virginia.”
Even if you don’t have the exact keywords on your page, search engines are smart enough to recognize your content as relevant enough to rank you highly in a search. You might rank highly for “jogging” for instance, even though you use the word “running” in your content.
Bad Use of Keywords
Stuffing your site’s pages with keywords, especially when they do not naturally refer to the content on a page, leads to a bad visitor experience. Not only do they not find the important information they need, and for which they came to your site in the first place, it junks up your content as to be annoying and irrelevant to the user’s needs.
High Keyword Rankings are Not an Indicator of High Sales
Just because you rank in the top listings for your keyword does not mean that you will automatically receive more sales. Your copy must be written in order to fulfill the expectations of your visitor, and must convert visitors to sales. Track those keywords that bring in visitors, and track again which visitors convert to inquiries or sales.
Copy that excites people enough to make an inquiry is what you actually desire.
There are a number of online tools that can help you determine your keywords and track your SEO rankings. There are also expert copywriters, like those at All the Buzz, who can help you create copy that not only attracts visitors, but sells.
Have Your Reviewed Your Web Copy Lately?
If you haven’t updated your web copy in a couple of years, you have probably dropped off the search engine radar. Let us check your existing site to ensure that your copy is relevant and keyword rich. We can review and edit your current website, or create entirely new copy that will sizzle.
Contact All the Buzz today for professional web writing services.
Many business owners are told that they need to create a downloadable document that can help them explain their business, support their findings, provide education, set themselves apart as an expert in their field, or used as a free giveaway to help build a list. This can be a white paper or an e-book.
In speaking with business owners, I find that they are often confused about the differences between a white paper or an e-book and which is the appropriate item to create and offer.
According to David Meerman Scott, author of The New Rules of Marketing & PR, a white paper is an authoritative report or guide addressing issues and how to solve them. It is used to educate, and can come in the form of a research report, summary or tech brief.
White papers can be considered old-school, and tend to be boring, with extensive detail. They are generally used for more technical explanations, and can highlight an expertise in your field in a longer format. They do not make good link bait and are most often used in the B2B market.
An e-book, on the other hand, is looser, more playful, with an engaging theme, appealing design and layout, and bold text treatments, he explains. They are written in small chunks that can be easily skimmed through or scanned. They can also be concept-centric based on ideas and trends. Preference is given to visual layout, with callouts, bulleted lists and illustrations.
E-books are generally engaging and can include links, videos, or surveys, or can be used to encourage readers to take action. Offered free, they make excellent link bait and subscriber bonus giveaways. If offered freely, they can spread like wildfire through sharing. They are most often used in the B2C market.
Creating a landing page for your e-book will help people find it. And be sure to include your website, contact information, and a call to action within your e-book to build your brand and let people know how to contact you.
What to Include in your White Paper or E-book
For either publication, follow a format that uses these elements:
- Title page
- Table of Contents
- Body Content
- Call to Action (invite readers to take the next step)
If you need help creating a white paper or e-book, contact All the Buzz. We’re experts at writing content that sells.