Category Archives: Sales & Marketing Tips

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.

YOUTUBE

• There are 1.5 billion monthly active users.
• More than 50% of views come from mobile devices.
• The average mobile viewing session is 40 minutes.

LINKEDIN

• There are 133 million in the US, with 40 million being students and recent college graduates.
• 40% of members use LinkedIn daily.
• 41% of millionaires used LinkedIn.
• The average user spends 17 minutes here.

TWITTER

• Fewer than 25% of Twitter users have active accounts.
• 92% of users click links.
• 78% of those who post a brand complaint expect a response within an hour.

INSTAGRAM

• Follower engagement rate is 58X higher than on Facebook and 120X higher than on Twitter.
• 90% of users are younger than 35.
• Media brands are the most active. Businesses are not highly represented here.

SNAPCHAT

• 71% of users are under 34 years old.
• 70% of users are female.
• Average use time is 40 minutes a day.

–Excerpted from 21 Social Media Marketing Statistics You Need to Know in 2018 by Liis Hainla; LinkedIn by the Numbers: Stats, Demographics & Fun Facts by Salman Aslam; Snapchat by the Numbers: Stats, Demographics & Fun Facts

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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.

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.

 

 

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 →

Washington Post Reports Writing Skills Rising on the List of Job Requirements But Failing in Candidates

Washington_Post_logoThe Washington Post published an article on Sunday, August 13, 2017 titled “Writing skills are rising on the list of job requirements–and falling in candidates,” by Jeffrey K. Selingo.

Selingo continues to reports hearing an interviewer from government contracting firm, looking to hire proposal writers for federal agencies, complain about “how difficult it is to find good writers these days.” Continue reading →

What is it You’re Truly Selling?

raising-hand-in-a-crowdI was listening to a TED Talk today that offered to teach people how to find their true calling in just five minutes. In it, the speaker, Adam Leipzig, asked the audience five questions:

  1. What is your name?
  2. What do you do?
  3. Who do you do it for?
  4. What do those people want and need?
  5. How do they change as a result?
  6. Continue reading →

Want More Sales? Writing in Active Voice Gets Others Excited

eliminate-passive-voice-in-writingEven as a professional writer, I have to review everything I write to make sure I am writing in “active voice.” I review for it in my professional writing as well as my everyday correspondences via email or letters, and believe it or not, I usually find at least one place where I can make my writing stronger.

What is Active Voice?

When using active voice, the subject of the sentence performs the action expressed in the verb: The girl brushed the dog. An example of this same sentence in passive voice would be: The dog was brushed by the girl. One tip for identifying a passive sentence is to look for the word “by.”

Why is Active Voice Important?

Active voice sentences are preferable in writing because Continue reading →

Does Your Marketing Copy Tell Your Story?

what's-your-storyAre you using plain, nondescriptive words on your website and marketing materials? Words that everyone else is using? If so, you might be falling into the copy dead zone.

I learned a technique as a magazine writer. As an exercise, we wrote a sentence or paragraph using ordinary words, as in this example: