Archive for the ‘Bus. Writing’ Category
Critical Elements in Effective Copywriting for the Internet – Part 2
March 10th, 2008 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.
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Critical Elements in Effective Copywriting for the Internet- Part 1
February 13th, 2008 at 12:08 pm by Livvie
Over the next couple of weeks we’ll be discussing two the five critical elements in effective copywriting for the Internet. Of the five critical elements listed below, we’ll be discussing Know the Product and Know the Customer/Audience (Your Target).
1) Know the Product
2) Know the Customer/Audience (Your Target)
3) Stress Benefits
4) Determine the Copy Objective
5) Build Relationships/Trust
Knowing the product is the foundation of effectively writing content for the Internet. In Real Estate it’s all about Location, Location, Location. In writing (effective) content it’s all about Questions, Questions, Questions.
Ask the right questions and keep asking them. The more you know about the product, the more strategic and targeted information you can write.
Follow Up Contacts – Commerical Freelance Writing
November 5th, 2006 at 4:16 pm by Livvie
Follow up contacts are by far much easier to initiate than cold calling due to the fact the people you are contacting already know or have heard about you from the initial contacts made. This means:
1) You aren’t having to spend as much time to initiate the contact
2) You already are known by the business/person you are contacting
3) Your name is in front of them again if they need you
4) Each contact is another step in building and strengthening your relationship with the person you are reaching
Make sure when you are making either initial or follow up contact that if someone asks you to follow up at a certain time, you make a note on your calendar, in MS Outlook , or wherever you keep your appoitnments, especially if these people ask you to “touch back with them in a couple of months” if you hadn’t heard from them. Then make sure you contact them at the appointed time. I’ve had contacts that actually thanked me for remembering to contact them!
Key lession to learn: Initial contacts are needed obviously, however follow up contacts can offer even greater rewards!
Keep up the contacts!
Cold Call Campaign Update
August 11th, 2006 at 3:03 pm by Livvie
Even though cold calling sends shivers down some spines and cause some to break out into cold sweats, it really does work.
In Peter Bowerman’s Well Fed Writer: Back For Seconds cold calling is a subject he endorses extensively due to it’s “law of averages” for success.
Granted you must be making, as Bowerman puts it, “….a TON” of calls for the averages to work, but the point is, it works!
The beauty part of it is you are just saying a 20 second message and it’s amazing how receptive the prospects can be to receiving the calls. The more you call, state your message and move on to the next call, the more proficient you become in delivering your message.
Now how about it? Go ahead–pick up that phone and see how many people are glad you took the time to contact them! How will you know??? YOUR phone will be ringing with inquiries in no time.
Happy Calling!
Beginning a Cold Call Marketing Campaign
July 31st, 2006 at 8:38 am by Livvie
I know many writers have a problem making cold calls and would rather go to the dentist for a root canal than make the calls.
For me, the cold calls are very easy. This is because coming from a dental front office background I made confirmation calls to confirm dental appointments everyday for years.
One of the easiest ways to make cold calls is to have a short 15 – 20 second message (script) stating the purpose of your call. I have two scripts, one for actually speaking with the contact and one for leaving a message on their voice mail.
In both scripts I reference my web site www.WriteBusiness.net for them to be able to see samples, a brochure and more information.
When creating your script write as though you were writing it for a client…present the value and benefit to the prospect and sell your services. You can do this.
Have your list of people ready that you will be contacting. This can be a list using the Yellow Pages, the Book of Lists, or a list you have created from gathering prospects. For example using the Yellow Pages, you may be contacting Graphic Designers. When the person answers the phone, introduce yourself and begin reading your quick script. If the person is interested in seeing your work ask for their e-mail address that you may send them the link to your website. Then send the information to them immediately after ending the call.
Make sure you set up a way to manage the information for those you contact, those you actually spoke with, the ones requesting additional information, and those you leave a voice mail. Record any names given and make sure you use their name in any additional contact made or sent. Be personable and remember you are building relationships starting with these initial contacts.
During those first 2 weeks you will also do warm follow-up calls or e-mails to prospects you previously contacted and those you sent requested additional information. Working the cold calls and warm follow-ups will allow you to see what type of responses both bring.
So with that said…let’s get those phones to ringing!
