Tag Archives: professional writer

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?

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.

Miss-Fortune for This Restaurant

missed-fortuneSometimes even the smallest amount of writing can have a big impact on your business. Take this fortune for example. I brought home several fortune cookies from a restaurant not too long ago, and just recently opened the cookie to enjoy it. Inside I found this fortune that’s shown in the picture.

At first, I thought “Wow!  A free dessert!”  Didn’t you? Then I realized what a big mistake this restaurant made.

Do you know what their colossal mistake is?

The answer: I have no idea which restaurant this fortune is from! There is no branding of the restaurant name, no website address, and no way of ever knowing who is trying to earn my repeat business.

In addition, I have not eaten at any DC restaurants. I picked up this fortune cookie somewhere in Virginia, so the copy should read “…any of our DC area restaurants….”

This is not the first time I’ve noticed this type of basic error. Unfortunately, I have seen it in flyers delivered to my house, in newspaper and magazine ads, and in online advertising.

The moral of this story is that even the smallest items need to not only provide a tempting offer, they need to brand your company. Otherwise all your effort is a big waste of money.

Professional copywriters, like myself, are savvy to the impact small messages can have, and can help you create the perfect message. Contact All the Buzz before you encounter miss-fortune too.