Get the Facts
First, it provides us with the facts we need about a company’s products, services, customer service policies, history, background, target customer audience and goals.
Get the Tone
Second, it gives us the opportunity to “hear” the company owner. We listen not just for the facts but for how the owner represents the business. Does he or she speak using technical language? Are the sentences long or short? Is there humor? This helps us to write in “their voice,” not our own, and is especially helpful when writing a speech the interviewee will be delivering. Most of the time our client remarks, “It sounds just like me!”
Get the Customer
Listening also helps us to uncover problems the owner may be having in the business, or issues their customers might be having. These can and should be addressed when creating good copy.
We have a standard list of basic questions we ask a new client, but then we stop referring to our list and put ourselves in the shoes of the company’s customers to ask further questions. What is it the customer needs to know about the business, what is it the customer wants to know about the business, and what is it the customer isn’t aware they need to know? That special sauce that sets this business apart.
Behaving as if you were a customer of the business while performing the intake interview reveals items that should appear in the marketing copy, whether it’s for a website, brochure or other marketing collateral. And often, we find that the business owner is too close to the business to see what we can see with our outsider’s eye. Our recommendations are heartily accepted.
Get the Reason Why
Every business owner should have a reason why they are in business. Why did they choose this field? Why is their product or service of value to their customers? There are a number of “why” questions that apply. Often, the why is the most important part of any marketing copy.
Get the Human Qualities
The client’s favorite part of our intake interview is our psychological quiz that helps us humanize any business. People don’t buy things, they buy how things make them feel. And these human qualities can make the difference between a lukewarm looker and an excited customer. Knowing that someone “gets them” can turn good copy in to great copy when it addresses a customer’s needs, wants and desires. This segment of our intake interview always opens up the conversation to reveal the heart of any business.
Throughout my career as a feature writer for publications as well as a business copywriter, I have interviewed thousands of subjects. What makes a good feature story is the heart. The details that bring it to life. And the compelling elements that make it irresistable. It is the same for good business copy.
Make Sure Your Copywriter Incorporates an Intake Interview
If the copywriter you’re interviewing doesn’t do an intake interview, it is you, not them who will be missing out. They will never be able to capture the true essence of your business. And this is what compels people to choose you, not just the facts.
For great copywriting, contact All the Buzz. We are experts at creating copy that sells.
All the Buzz was pleased to create the copy for the website for Advanced Family Dentistry, an existing dental practice operated by Dr. Sonny Kim in Reston, Virginia.
Dr. Kim’s dental practice had been open for many years, and required a refreshed website to reflect a more modern and professional look. A bright new design, easy navigation, and short, yet informative copy was just what he needed and wanted.
We noticed that some of the basic information people need to know was missing from the original site and added this to the new site, along with the new and more advanced specialties now offered by the practice. The new copy highlights the benefits of Advanced Family Dentistry’s dental care, customer service appeal, and experience.
The new website introduces an informative blog that highlights the various areas of Dr. Kim’s practice and answers questions people may have about dental care and dental issues. The new copy and blog boosted his search engine optimization (SEO) to make him more easily found in an organic search of dentists in the Reston and Northern Virginia area. It will continue to climb in the rankings as more and more focused content is added.
Professional practices, like dental and doctor offices, need to update their their websites regularly. An old, outdated or unprofessional website will not create confidence when trying to attract new patients. It will also not serve as a marketing tool or appear in Google searches. And as most people turn to the Internet to find services they need, this can be disastrous for a practice’s ongoing success.
For Expertly-Written Website Copy, Contact All the Buzz
If you need to update your website’s look or copy, need a professionally-written blog, or would like to improve your SEO rankings, please contact All the Buzz.
When I was director of marketing for a national company, my office was situated right next to that of the president’s. One day, he walked by my door and saw me sitting in the visitor chair at the opposite side of the desk than my normal chair. I was just sitting.
The president stopped in the doorway and asked me, “What are you doing?”
I answered, “I’m looking at the company from the customer’s point of view.”
We are often so busy working at our own jobs that we can overlook the point of view our customer sees. Therefore, it is good to either take a moment to “sit in their chair,” or hire an outside eye (trained consultant) who can identify just what it is the customer sees…and needs.
As a hired marketing consultant, I have made the tiniest tweaks in someone’s presentation, look, office, retail space or marketing strategy that have made huge differences the next time they Continue reading →
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, Continue reading →
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 Continue reading →
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 Continue reading →
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: Continue reading →