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.
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
I 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:
- What is your name?
- What do you do?
- Who do you do it for?
- What do those people want and need?
- How do they change as a result?
When he asked the first question, of course everyone in the audience knew the answer, however, as he progressed down the short list, the responses became fewer and fewer. Although most people knew what they did, they knew not why they did it.
The last question, #5, is the most important, he said. Knowing how you make a difference in someone’s life or work is how you should answer the question, “What do you do.”
In other words, instead of saying, “I do bookkeeping,” you could answer, “I keep people’s monthly accounting up to date so they know exactly how their business is doing at any time.”
Look for the real reason people rely on you and your service, and engage and intrigue your audience with the benefit.
All the Buzz Can Uncover Your Real Value
If you have difficulty defining what it is you really do in terms of its benefit, that’s where we come in. Let a professional writer, like us, look at your website copy and your marketing materials. We’ll uncover the real benefits of doing business with you and help you share them with the world with more compelling sales messages that get results. Contact us today.
I, like other writers, am always looking for good stories. When we writers find something we think is interesting, it is likely that others will find it interesting as well, so we pitch the story idea to magazines, newspapers, online media, etc. If the publication also believes their readership will benefit from the story, they will contract with us to write it.
But how does a story get from your company into the media? Continue reading →
There’s something about seeing your story in print that never gets old. I also find it especially thrilling when my photographs are also printed, as in this beautiful montage for my article about the National Aquarium (see photos and story here) in the May/June 2016 issue of Viva Tysons magazine.
Have a story you’d like to see in print? Contact All the Buzz to find out how we can help.
Sometime in your career, you’ve been asked to give a presentation. Maybe it went well. Or maybe it didn’t. The answer lies with your audience. Did they listen attentively and ask questions, or did they look at their watches and dart out the door once you were done?
There is a science to giving a good presentation and professionals know they just can’t wing it. A good presentation is carefully researched, written and practiced ahead of time, keeping the audience’s interests in mind. Here are six steps that can help you develop a better presentation.
How to Give a Better Presentation
- Find out who your audience is. Then single out a couple of members or leaders and send a questionnaire or hold an interview in advance to find out what issues they are facing, or what it is they really want to learn or know. Incorporate this information into your presentation.
- If you must use slides, use them as visual backup to what you are saying. Do not outline your presentation on the slides and read it to your audience.
When I run my work through Spell Check, I’m often stopped by the phrase “Fragment (consider revising.)” Does this happen to you?
While Spell Check helps me find spelling and spacing errors, it doesn’t really know about conversational writing style. Writing for blogs, the web, or social media is different than writing novels or papers. You MUST use sentence fragments.
Yes, use fragments
People don’t speak in full, formal sentences. They speak in fragments. And the point of engaging an audience is to stimulate a “conversation.” I’m sure you’ve heard people say, Continue reading →
My inbox today contained a great infographic titled The Perfect Anatomy of a Modern Web Writer. It explains what we, as web writers, need in our arsenal as professional writers, as well as demonstrates what to look for when hiring a web writer. So I thought I’d share it.
The Perfect Anatomy of a Modern Web Writer
- Outstanding Copywriting Ability. Copywriting begins with knowing your customer’s hope and fears, her principles and problems…and then figuring out how to help her achieve her goals and ease her pains.
- Storytelling Skills. Storytelling creates a narrative that spellbinds people. There’s no debate: the best web writers are also the best storytellers.