July 30, 2009
Good News Thursday
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It has been practically six weeks since I posted the last Good News Thursday. There has been very little good news reported but I know that there has to be good news among the Irish SME population. I read blogs, I read twitter and I know that people are busy so there is good news out there.
Lets start to share it again!
1. Employment is still alive and well……
Econ-Optimist is a great site for telling the world about job creation in Ireland. Fiona O’Neill is an ‘econ-optimist’ who doesn’t want to be inundated by the recession word.
Highlights from the site include:
- French owned Call Centre Teleperformance is to create 240 jobs in Newry and Dublin
- CORK health and safety firm, Olive Safety is planning to create 100 jobs
- Space rocket firm, AMPAC-ISP Group, will create 20 new R&D jobs for Dublin
Heritage Insurance Group, a Dublin-based commercial insurance has recently taken on three new staff. Heritage was set up in 2008 and has been growing and growing since. It offers real value with real insurance advice and cover that suits you and your business.
2. Innovative Ideas to Beat the Recession….
Gifts & Vouchers set up Talkshop.ie - a forum to discuss everything related to shopping. It’s a one stop, all-Ireland information and discussion place on the Internet.
Leo Fogarty of Affiliate Marketing recently launched ‘Promo Tuesday’ - a way to promote products or services that he has had the opportunity to review. A lovely way to support fellow businesses.
A new consumer products & services price comparison site has been launched. Save a few bob (saveafewbob.ie) aims to help provide Irish consumers with the chance to find bargains on everyday spending by providing research, reviews and relevant monthly promotions. The free website features independently-commissioned research on what Irish consumers are currently paying for a particular product or service and determines whether they are getting value for money.
Bru Bar Bistro in Drogheda is engaging with customers by offering them the chance to win a pair of Strutt Couture during its bank holiday ‘Bru-fest’.
3. UCD Offers Free Places to the Un-employed
My old alma-mater, UCD and its undergraduate business school announced during the week that it will provide 40 places for unemployed workers on its Bachelor of Business Studies programme as part of a Government initiative to improve the skills of those who are jobless and speed their return to work.
Unemployed workers taking up these places can continue to draw their job seekers while completing the programme, which is being funded by the Government.
***Looking forward to hearing more stories for August.***
July 27, 2009
General Marketing, copy-writing
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The PS or post-script is often said to be the second most important part of the sales letter after the headline. With this in mind, I did a small sample survey of my friends and colleagues about the P.S. statement. Over 90% of respondents said that they glance at it while some (15%) really take the time to read it.
While this little survey is by no means quantifiable or statistical, it does show that the average reader reads the P.S. statement.
Given that people are generally time poor and reading has become glancing, here are four things to think about when writing an effective P.S. statement to suit your business.
1. Emphasize Action
All SMEs should write direct response sales letters. The call to action is so important. With your P.S. statement, you can emphasize that the reader must act now to avail of time limited bonus or special offer. It’s all about picking up the phone now and placing the order or finding out more about you.
2. Restate Benefits
Write a one liner summarising your product’s main benefit and why the reader really needs it. People buy for two reasons - they want a problem solved or the product/service produces a certain feeling or emotional response. Remind them why your product/service is the best product or service on the market.
3. Explain your Guarantee
If you talk about a guarantee on your sales letter, you can restate it here. Explain why you are giving the guarantee (relationship building etc) and tell them that you are absorbing the risk. Tell your readers that buying your product is a no-brainer - it’s a win-win for all.
4. Redefine your Unique Selling Point
Take the time to write a line about what makes you different. Why should someone buy from you over someone else. If it’s credibility that a reader is looking for, state it. If it is success stories, give details of some. Whatever makes you different to your competitor, restate it here.
So in summary,
Writing good sales letters takes time and at Achieve Marketing, we know all about it. We take time when we have a copy-writing job to do. If we take the time, then you should also.
Think about using the P.S. statement as giving that final push for sales but remember, too many P.S. or P.P.S statements make you look desperate for the sale. Don’t waste the last opportunity to make or break the sale. Make the sale by thinking carefully about your P.S. Statement.
July 27, 2009
copy-writing
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For the last number of months, I’ve been doing more and more copy-writing than ever before. One must play to their strengths and while it’s taken me a while to get to grips with mine, communicating using the written word is a key strength of mine.
I’ve been lucky to work some fantastic clients writing their web copy, newsletter, blogs, and email newsletters over the past several months. What has become apparent to me is that there is a process to writing that works (key words here: process to writing that works). To me, it comes naturally, which is great but it may not to others.
For those that believe that they can’t write well, I say to them – Yes You Can. I think you’ll all be excited when you find out more about the ACHIEVE Model. It’s a seven step process that takes you through a starting point with research right through to the ending. It literally works for every business for every piece of written marketing and promotional material.
It really is 7 keys to winning more sales in your written communication. We’re due to launch it on the 3rd August. What I’d like from you, dear readers, is to help some of you unlock the way in which you write the following:
If you are planning to write any one of the above promotional or marketing material before we officially launch on 3rd August, then please get in touch with me ASAP on 01 484 7848 or denise@achievemarketing.ie and we can work together. I look forward to it and I know that you’ll be as excited as I am.
July 13, 2009
Drogheda, General musings
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As a regular visitor to the Drogheda library in my early teen years, I loved the library. I loved everything about the place - the staff (Munich & Anne) with whom my sister and I spent many an hour chatting with, the books, the stories, the different lives of characters, the old shelves, the smell of new and old books.
I was transported back to this part of my life when I visited the library recently. This summer the library is hosting a ‘Quest Seekers‘ reading challenge for children which began on Wednesday, 1st July.
Quest Seekers is an imaginative and fun way to encourage children to read and is designed for children of all ages and reading abilities.
The aim of the challenge is to get children to read six books from the local library during the summer holidays….(six is needed to complete the challenge but children can read way more than that!)
All children who successfully complete the challenge will get a certificate and there is a separate area in the library for the Quest Seekers.
I’d encourage anyone who has children to pop along to Stockwell Street and visit the library. It’s free and they have a mountain of books to choose from.
My love for reading and writing was nurtured at the library - it’s a great place for creativity to start.
Full details are available at the library - call 041 98 36649.
July 9, 2009
Email Marketing, Internet Marketing
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Alan & Mary at Toddle.ie have condensed their workshop material into four week email marketing course. It’s a great opportunity to learn the basics.
What you will get is four emails. One a week for four weeks. Each email will guide you through the process of:
- Getting started - The basics.
- Where to get subscribers and permission.
- Content - What to write about and where to get it.
- Design.
- Managing your subscribers.
- Sending and tracking what interests your readers.
Sign up at http://www.toddle.com/stuff/email-marketing-course-now-available-by-email/
Next course starts on Monday 13th of july.
July 8, 2009
copy-writing
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A headline makes or breaks a sales letter, website page, newsletter, email, email newsletter, blog post or twitter post. This list can go on. I’ve read numerous articles which all say that the headline is the most important part of a sales letter.
It’s the gatekeeper of the article. If it’s good, people will read on. If it isn’t, then your email or sales letter hits the recycling bin or gets the delete button treatment.
Think about this. You’re in a restaurant, you have the menu in front of you. The waiter walks past your table with the sizzling sound of fajitas. The sound is delicious so you raise your head from the menu, just to check them out. It’s the sizzle that got your attention - not necessarily the dish. The sizzle is your headline.
It should get your reader to listen up and read on, wanting more.
Here are three tips for writing engaging headlines:
1. Keep it simple
Why use 12 words when you can pack a punch in 3? Too many words can kill your message.
Think about this scenario - You see a burning building. What is the first thing you do? You would yell ‘Fire‘ or ‘Call the Fire Brigade!’or ‘Help‘ You wouldn’t think of something funny to yell or something really creative to capture someone’s attention. You’d keep it simple.
The same applies to your headline - keep it simple. Creativity does have a role to play in headlines as you are trying to differentiate but don’t get complicated.
2. Solve a problem or create an emotion
Customers buy for two reasons - you solve a problem for them or you create an emotional response, whether it’s relief, happiness, a memory etc. You need to write something in the headline which makes a statement on its own and encourages people to read on.
If you write a problem statement or pose a problem question, the reader identifies with the problem and are keen to solve it. Ultimately, us humans love solving problems.
Take three headlines:
Cats fouling on your vegetable patch?
How to stop cats from fouling in your vegetable patch
Use ‘Foul off’ to stop unwanted fouling
Which would encourage you to read on?
Well, if you don’t have a problem in your garden or vegetable patch, then none of them. If you do have a problem, then which one would make you open a sales letter?
The one with which you can identify the most will be the most powerful one. Problem-based headlines work better than solution-based headlines because of the identification connection.
Seek to solve a problem.
3. Ask a Question
Take two headlines:
Here are five ways to make extra money
Want five ways to earn extra money?
Which headline would you prefer?
If possible, ask a question in your headline. It may not be appropriate for every sales letter but the brain, when presented with a question, has a need to answer it.
Me personally - I know that I’d answer yes to the second headline and read on to find out more. The first headline would pique my interest but the second one would make me open straight-away.
In summary
I’ll be writing more on the subject of headlines as they are just so important for sales letters. These are just three ways to help you get those creative juices flowing.
Check out our blog between monthly ezines to find out what other tips we’re sharing on engaging with customers and communicating more effectively.
© Achieve Marketing 2009