I came across a wonderful technique from Ed Gandia (copywriter, author, speaker and coach) that helps answer the dilemma of not having specific samples to show a client.
Here’s the scenario: your prospective client is a dentist, for example, and while you’re pitching your service, the prospect asks if you have any experience working with businesses like his.
You could just say “no” and walk away. Instead, Gandia offers this alternative: the triangulation technique.
The Triangulation Technique
The steps of the Triangulation Technique are as follows, in this order:
- The client wants a project done and asks if you have specific experience in their field. You don’t.
- You tell the client what you DO have and have done, and offer examples.
- You justify why you will do a great job and ask for the sale.
1. Tell Them What You DO Have
Instead, of “no,” you answer, “I don’t have that specific experience…but here’s what I DO have that will enable me to do a good job.” Proceed to show specific examples that would relate to this type of job–even if it was in a different field. Continue reading →
The 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.
Continue reading →
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 →
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 →