03.30.08
Posted in General at 9:14 pm by Livvie
We hear it all the time, “Stop and smell the roses”, but until the roses bloom, stop and take the time to enjoy the beautiful flowering trees and shrubs. In our area the Cherry trees and the Azelea’s are blooming and they are gorgeous.
Here in the South, Azelea’s can be found from small, about 18″ tall to the “tree” Azelea, which can stand 6 feet tall and come in an array of colors.
One of the most interesting events featuring Azelea’s is approaching. The 61st Annual North Carolina Azelea Festival will be held April 9-13, 2008 in the greater Wilmington, NC area.
To quote the official site:
For more than 50 years, the folks of Southeastern North Carolina have been throwing the best party in the South and you’re invited! There’s something for everyone among our community’s rich array of artwork, gardens, history and culture. Come join us!
More Festival pictures can be seen here Enjoy the Azaleas, the Festival, and the pictures of the Southern Belle’s.
The Cherry trees are also in full bloom and with the wind we’ve had recently it almost looks as though it’s snowing when the pedals are falling. Hopefully the cold snap we are experiencing will not keep the Cherry trees or the Azalea’s from blooming their full cycle.
So until the roses bloom for you to stop and smell….enjoy the beauty of the Cherry trees and the Azalea’s. It’s a sight worth seeing!
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03.10.08
Posted in General at 1:35 pm by Livvie
Today, we’ll discuss the second element in the five Critical Elements in Effective Copywriting for the Internet:
1) Know the Product
2) Know the Customer/Audience (Your Target)
3) Stress Benefits
4) Determine the Copy Objective
5) Build Relationships/Trust
Getting to know the customer/audience (your target) is paramount to writing (effective) content in any marketing material expecially the Internet. Hereafter, we will refer to the customer as the (target) Audience .
Studies have shown when a viewer enters your web site, you have about 4 seconds to grab their attention. With that time frame in mind, knowing who your target is and what they want to know is critical to keeping them on your web site.
Just as you asked questions as discussed in (Part 1) Knowing your Product, you must ask questions for understanding your (target) audience.
Who is the Audience (target) for this information? (Who will buy it? Who are you specifically selling to?)
What are their interests, background, experience, knowledge and education?
What do they have in common with each other?
What is their main concern? (Is it the Price, performance, how reliable is it, how is it delivered, quality-service)
What information do you have relative to addressing their concerns?
How can you solve their problem?
What motivates the buyer–”What’s in it for me”? (What benefit will they reap?)
How is this going to make a difference in their life? (How can you make their life easier?)
What are their “hot buttons”?
What does the Audience expect and can you meet those expections?
What is the single most important message you want the Audience to leave with?
In other words, zero in on your specific (customer) audience. Now hold on, I can hear you saying “My product or service is good for everybody!…I’m not interested in limiting myself or my product. Sell, Sell, Sell…that’s what I want to do”.
Targeting your market doesn’t stop or limit you from selling to people outside your target. Anyone who sees your product or who is interested in your product will have the opportunity to purchase your product.
What target maketing does is guarantees you a customer base that is interested (qualifed ) in what you are selling. These people are actually looking for you! Zeroing in on your target market is the beginning of your “niche” (small, specialized) market.
People love solutions to their problems. Let them know you can solve their problems and you can solve them quick! They have a question, problem, or need…YOU have their solution. Better yet, you ARE their solution. You want to be their source of information.
As mentioned before, you have about 4 seconds to grab your viewers attention. The more specific your questions/answers, the more “targeted” your customer.
Don’t misunderstand here, your content written for the Internet MUST be of quality and of interest to the reader, but if you don’t pique your viewers interest in the beginning, you most likely will have lost your viewer/customer.
Remember, your Major is in Copywriting, but your Minor is in Mining…digging for details. Keep asking questions.
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Livvie Matthews is an Internet and off-line professional freelance copywriter providing creative writing services to large and small businesses. Whether it’s printed marketing materials or web site content, Livvie can meet your challenges and communicate your strategic message in a voice your customers trust and a style they understand. Visit http://www.WriteBusiness.net or livvie@writebusiness.net
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