How to get better results with your marketing messages
If you can write you can talk. This is often easier said than done. For some writing is not fun. In fact, some of the most well-spoken people I know have a block around writing, especially writing marketing copy.
My goal is to remove those blocks for you so you can write better copy, take back your marketing power by claiming your voice (in writing), and learn techniques to make the entire process less painful and more profitable.
I firmly believe that marketing is all about creating a strong relationship with your prime prospects and empowering them with information that supports hiring YOU or investing in your products and services.
Here’s where it gets a little tricky. Many view marketing as a necessary evil and writing marketing copy gets a bad rap because of this association. There are some valid reasons that people resist marketing. One in particular is that some marketers and copywriters use less than desirable techniques (like the problem, agitate and solve approach) that focus on poking at pain points to agitate angst and tap into painful emotional triggers to elicit a response. This approach often turns people off and, in fact, it can perpetuate buyer’s remorse.
After all, if we’re building relationships, shouldn’t we do that based on a solid foundation of trust not deceit or manipulation? I think so.
Here are some things to consider so you can break past common blocks and eliminate the use of manipulation in marketing.
- It’s important to realize that marketing and writing copy are relationship building tools (this powerful shift makes BIG impact)
- It’s important to remember that YOU are the authority on your topic (write as if you are talking to one person and craft your message in way that highlights your brand personality)
- It’s important to know your ideal client (you cannot be all things to everyone even if you can do a lot of things – so be clear about who you serve and speak to them)
- It’s important to have a plan and strategy for every revenue stream (that means you’ll need to write marketing copy for each product and service you offer)
- It’s important to acknowledge the challenge of your prime prospects, meet them where they are with empathy and understanding to focus on PASSION points and paint a picture of possibility (instead of poking at pain points and listing lack)
- It’s important to offer your solution in a way that makes sense (include case studies, results and key information that further positions you as the natural choice. Hint: telling people what you do doesn’t cut it. You must tell them how what you do will make their life better.)
- It’s important to extend an invitation (remember to continue the conversation and ASK them to take the next step i.e. schedule an appointment, sign up for a newsletter, call, come into your location or fill out an application)
By keeping it real, applying my simple “Challenge. Solution. Invitation.™” framework, and learning some advanced copywriting techniques you can write better copy with a focus on PASSION points. This approach builds relationships and trust while positioning you as the authority in your industry. It also helps you stand out in a sea of manipulative, hard sell, marketing messages that simply aren’t working like they once did.
For more tips claim your complimentary Copywriting Action Plan at www.writeoncreative.com or learn advanced copywriting techniques via the self -study course Create Copy to Connect and Convert With PASSION Points.