Category Archives: Sales & Marketing Tips

What to Look for in a Really Good Copywriter

copywriterThe hardest thing any business owner can do is to write about him or herself or their business. It just can’t be done—or at least done well. You need that outside eye—preferably a writer with a good marketing background and solid writing reputation—to create copy about you that others will find compelling. If you try to write about yourself, you will get bogged down in too many details, wondering which are the most important. You will also labor for hours on end trying to get the copy “just right.”

What Makes a Really Good Copywriter?

When you’ve decided it is best for both your sanity and your time to hire an outside writer, here’s what you should look for:

Style of copywriting experience

Your copywriter should be up to date on the latest ways to write for the particular medium you’re writing for, be it the web, brochures, a media kit or an author bio, for example. The writing styles for each are entirely different. If the writer doesn’t know the difference, look for one who does.

Great interview skills

Most of the information for the copy will come from you. A great copywriter has the confidence to conduct an interview to gather what they need in the shortest time possible. We know you’re busy and we need to use our skills to ferret out details quickly that make your copy shine. Expect some “off the wall” questions, and roll with them. We’re also looking for insights into your personality so we can inject that into the copy.

Ability to handle details

There are a lot of little details that go into writing good copy. The writer must be an expert at gathering information through research and interviews. They need to know the right questions to ask, and how to get this information quickly and accurately from you and your staff, or their research. You need to trust that the writer has checked credible sources and accurately reported details so that you don’t need to spend your time fact checking. A good copywriter will also be sensitive to proprietary or sensitive information as well as deadlines.

See the Types of Work we do at All the Buzz

Lack of an ego

The writer must understand that the represents you, not them. Seek a writer who doesn’t involve their own ego in the copywriting process. A writer with a big ego about how perfect their work is will make it much more difficult to make edits along the way. Make sure they are easy to get along with and are honest and up front through each stage of the work.

Gumption to take the reins

A great copywriter knows what to do on a project and can take the reins and run with it. A not-so-good copywriter will wait for you to give them all the directions. Be impressed if the copywriter offers new ideas on how to present your copy, and even more ideas on how to market it once it’s done. Be open to their suggestions; they’ve helped make hundreds of clients successful.

Patience and clarity

Expect that the copywriter will need to interview you and perhaps others in your company. Also expect the copy to go back and forth a few times for editing. A professional copywriter will establish a limit on the number of times you can edit the copy and then charge for further edits. Look for a clear presentation of the first-round copy, clearly defined. This will make it easier to modify it or make any changes as needed.

Make sure the writer clearly defines what is missing and understands your changes. Changes during final edits can at times be frustrating, especially if there is a difference of opinion. Both sides should show patience. The outcome—the final product—is the goal, not the personalities involved. However, trust the copywriter to know what they are talking about. They are experts in getting the message across and have experience in what does and does not work. What you personally like may not be the best way to get the message out there to convert readers to customers.

Quality of work

Your written product should be clear, well laid out, well written, and well designed—in each stage of the process. It should be free of grammatical and spelling errors. If the first copy comes in messy and fraught with errors, that is not a good sign for a final product. A good writer makes it easy for you, their client, to give go-ahead approvals at each stage.

Need a Great Copywriter? Contact All the Buzz.

Linda Barrett, the principal at All the Buzz, is a Clio Award-winning writer (that’s like an Academy Award in the advertising business!). We also employ other writers to assist us with projects and social media programs. However, all work comes through the top so you can be assured of the best product every time.

When you need great copywriting for your website, marketing and communications materials, magazines, social media, etc., contact All the Buzz.

21 Tips to Increase Instagram Engagement

Increase Instagram followersWant to get more followers on Instagram? I recently came across this article that had a lot of great ideas on how to do just that.

Instagram is Growing Quickly

In 21 Tips to Massively Increase Instagram Engagement in 2019, author Adam Phillips reported that 13% of the world is now using this platform, and engagement is still increasing. It has more than 1 billion monthly active users, with 50% of those users following brands.

Shares, likes and comments are reporting 10X higher than Facebook, 54X higher than Pinterest, and 84X higher than Twitter. If you haven’t done so already, you should consider adding Instagram to your marketing mix.

Among the 21 tips offered by this report are:

  • Know how often to post
  • Don’t preach, tell a story instead
  • Use Instagram video subtitles and closed captions
  • Choose the right hashtags, and
  • Convert Instagram followers into email subscribers

The author goes on to explain how to put these tips into action. For example, under “Know how often to post,” he claims that the “sweet spot” is a consistent 1-2 posts a day. For when to post, he says, “Uncover your own follower’s Instagram habits by using the Insights feature of your Instagram Business Account. This helps you identify when your followers are most active.”

The article is posted on the Falcon website, so of course, there is a plug for Falcon’s social media management platform. This post does not hold any opinion as to that platform. Rather, we thought there were really good tips that might benefit those business owners and marketing managers who want and need to build their brand.

Need Social Media Marketing? Contact All the Buzz.

If you’d like to outsource your social media management, we’ll be glad to help. We can assist you in creating your social media platforms, providing content, and scheduling posts. Contact All the Buzz for expert marketing and writing.

How to Increase your SEO Rank in Voice Searches

voice-search

Increase your SEO rank on voice searches

Keeping up with all the changes in today’s technology isn’t easy. Business owners have to stay on their toes to maintain their edge over their competitors. One of the up-and-coming trends is voice searches. People are using Alexa and Siri and other voice-activated search tools to help find answers to their burning questions.

Here is an article I’m sharing from Joan Stewart at The Publicity Hound on “How to Rank Well for Voice Search.”

“Hey Siri, how can a mother help a colicky baby?” asks a reporter who’s writing a story for Parents magazine.

If you’re a parenting expert who has written a blog post on “How mothers can help colicky babies,” your article has a chance of being found in voice search.

Here’s a super tip from Website Magazine on how to rank well when people are searching by voice, as well as by typing their questions into the search engines. Continue reading →

Do You Have a Good Story? Share it With the Media.

public-relations-All-the-BuzzAs a journalist, I hear fabulous stories from people every single day. Whether they are my clients or people I meet in the grocery store, I realize that everybody has a story and I am all ears to hear it.

So many business people either miss or disregard the opportunity to share their unique story with the world. And hence, they miss the many public relations opportunities the media can provide.

Why You Should Get Your Story in the Media

It Gets People Talking

If a journalist finds your story interesting, and a publisher thinks it is interesting enough to write about, then thousands of other people will too. I published a feature story about “What really goes on during spring break,” and was standing behind two moms in the grocery line one day when I overheard them talking about what they learned from the story. “I’m not sure I’ll let my daughter go without a chaperone now,” I heard one say. Think of all the people you can impact from your own story!

It Establishes You as the Expert

Continue reading →

Startling Statistics About Social Media for Business

As social media continues to grow, some of the things we thought we knew about it have changed. Here are some of the latest statistics for 2018.
social-media-statistics

GENERAL

• 95% of adults aged 18-34 online are likely to follow a brand via social networking.
• 71% with a good experience with a brand will recommend it to others.
• Visual content gets 40% more views than other types of content.

FACEBOOK

• 50 million small businesses use Facebook Pages to connect with customers. Four million of these pay for Facebook advertising.
• 68% of marketers have posted video content on Facebook.
• The best time to post is 3PM on Wednesdays, 12-1PM on weekends, and 1-4PM on Thursdays and Fridays. Continue reading →

Why a Well-Done Intake Interview is Vitally Important to Writing Copy

intake-interview-importanceWhen working with a new client, we always perform what we call an “Intake Interview.” This interview is valuable in a number of ways.

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. Continue reading →

Seeing the Sale From the Other Side of the Desk

<a href="https://www.freepik.com/free-photos-vectors/business">Business image created by Katemangostar - Freepik.com</a>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 →

Value is What You Get

Warren_Buffett_quotePrice is what you pay.
Value is what you get.

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 →

The Two Best Ways to Market Online: Guest Post

All the Buzz is pleased to offer this guest post by William Skuba, Director of Marketing at Enable, a web design firm offering affordable web design, graphic design and marketing for small businesses.

The Two Best Ways to Market Online

online-marketing-graphicI hate the word “marketing.”

Whenever I use it in conversation, I immediately see the person I’m talking to lose interest. His or her eyes glaze over, he gives a canned response like “Oh cool,” and I know he isn’t listening anymore.

And I don’t blame him.

What does the word “marketing” even mean? I hardly even know what it means, and I do it for a living.

The fact of the matter is, the term “marketing” has become a vague, meaningless term from decades of overuse. You see self-styled gurus on Facebook offering reports on: “Top 7 Secrets of Marketing,” or “The Content Marketing Hacks That Made Me My First Million.” And you see YouTube ads trying to sell training courses and webinars about how you too can make millions from home simply by starting a digital marketing agency.

But none of us really even knows what they mean by marketing. Continue reading →

Do You Have Passion For Your Business? Take This Quick Quiz.

Do_it_with_passionIf you don’t love your business, you probably dread going to work every day. It’s a bad feeling. And unfortunately, it is not only you who feels that way, your customers pick up on it as well.

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 →