September 2, 2009
Relationship Marketing, copy-writing
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This past summer I’ve been helping, or should I say trying to help a friend with her thesis. I’ve played the role of the proof-reader, examining what certain sections are all about, prodding and probing to make sure the thesis is a great document.
It has reminded me of my own time doing my thesis - Relationship Marketing in the Airline Industry.
One word that I kept using over and over was ‘despite‘. The word was used quite extensively in the Literature Review, as back in 2002, relationship marketing was a topical subject. Some academics advocated it while others waved it off as a fad.
Not wanting to use the word ‘despite’ over and over, I had to come up with a few alternatives:
Tuesday Thesaurus Word:
Despite
Suggested alternatives
- Notwithstanding (my personal favourite)
- Even though
- In defiance of
- In defence of
- Undettered by
Thesaurus in Action:
Despite the paramedic’s best efforts of resusitication on the scene, the casualty passed away.
Even though the paramedic did his best on the scene, the casualty passed away.
or
Despite a perceived link between loyalty and profitablity, a profitable customer may not be a loyal one.
Nothwithstanding the perceived link between loyalty and profitability, a profitable customer may not be a loyal one.
***Ends***
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 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
June 22, 2009
General musings, Marketing advice
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As Oasis and Britney took to the stage last Saturday, I got to thinking about Slane 1995 when Oasis first played in Slane.
Back then, Oasis was the support act for REM. It was a great day at Slane - the sun shone while Oasis and REM rocked the Boyneside. Fast forward, 13 years later and Oasis are now the headline act.
Britney brought her Circus to the O2 but everyone went to see her - she’s the headline not the Circus.
So I got to thinking about headlines and how they make a huge impact on sales letters. In fact, it is often said that the headline is the most important part of a sales letter. So I’m posing a question to you, dear reader:
Are your sales letters bringing in the champagne or are they just toxic?
If you’re breaking out the bubbly, pour me a glass and I’ll be over. I want your success story.
If you’re not, then you might want to spend some thinking thinking about your sales letters and breaking them down into a number of areas:
1. Headline
2. Sub-heading
3. First paragraph
4. Concluding statement
Take a look at each of these four areas and change one at a time.
I’ll be looking at each of the four over the coming weeks, starting with headlines. So if you want to create a wonderwall of successful conversions, then start making changes. Don’t keep doing what you’ve always done. There will be no more ‘oops I did it again!’ moments if you follow my advice over the next couple of weeks.
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