Your Knowledge Makes You Stand Out #marketingforprofessionals

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Corporate trainers, lawyers, business consultants, chiropractors and other similar professionals have the knowledge to market themselves with story-driven content and factual narrative.

I wrote a booklet for a corporate trainer based on a book his organization was previously using for individuals.

Partial copy used in a booklet for a consultant

Here's what I did to write the copy and position the content of the book so it had a Business-to-Business (B2B) appeal:

#1 Interviewed the client as I always do and picked out several principles from the book

#2 We chose 4 principles to use as illustrations

#3 I created a format of a Header, Sub-head, Body Copy Illustration, and a concluding Direct Application

The sub-head to the concluding application was about 500 to 600 words in length.

#4 I wrote an intro and made a concluding statement to fit with the consultant's business goals and objectives.

The booklet will be a valuable tool for him and other trainers in his organization to leave with his target client.

You've gained tremendous knowledge in your profession. A booklet, interview, or online article can leverage your time and effort in presenting your skills to potential clients and show how you solve problems.

The material generated for a booklet can be rewritten for social media posts and e-newsletters.

OFFER

October Special -- I'll write your copy with a 1-day rate of $ 225.

As a way to get to know me, my copywriting skills, and my ability to look at the Big Picture needs of your company I'll give you up to 8 hours of my time and write your copy for $ 225. 

I normally charge $ 350 for a day rate.

This includes: 

a 1-hour interview

limited industry research

a variety of written content to boost your business (blog posts, website copy, social media posts, social media profile like LinkedIn, professional bio, press release, online articles, sales letters).

My site: http://contentandcopywriting.weebly.com/
Email: dsimkovich@gmail.com
Phone: 818-667-1789

Keep Your Marketing Message Simple

As a writer, I urge my clients to embrace a simple marketing message.

We may like to appear brilliant, but simple words placed together let others know who we are and what we do. I keep going back to the "Got Milk" campaign. Two mundane words combined with an image to produce phenomenal results.

That's why this Laundromat sign got my attention the other day.

There's nothing brilliant about the copy and yet it's clear and speaks to the prospective customer.

The copy is also well organized using the 3-frame design found on many websites today.

A reason this is useful is that it's at a busy intersection. Cars and busses zip constantly zip by and so the benefits have to stand out.

The same is true for the Internet today. Not too long ago, web designers used Flash animation all over websites and soon realized simple design gave the visitor a better experience.

The same is true for copy. Clear headlines and use of sub-heads let's people skim and gets attention before they click on to the next website or social media post.

One step I take to make simple copy for my clients is to list the benefits and the unique traits about the business.

This is part of the copy planning stage.

Click here to read more on planning.

Remember, a clear and simple marketing message is much more effective than trying to be clever and get convoluted.

Free Marketing Tip: Listen to Your Customer

When I write marketing copy for clients I have them first listen to what they say and then listen to what customer say about the services and products.

This process is taken from my upcoming book Plan, Create, Engage where I lay out my principles and provide a structure to help business owners structure and write copy for websites, brochures, social media posts, and more.

Listen to Your Customers

Customers and clients who have experienced your products or services have opinions – good, bad, indifferent. You may call some and ask a few questions. Take others out to lunch and get a more complete picture depending on the relationship.

You can read through testimonials or perhaps call a few and use the statements to form your thinking and ideas.

Ways They Found Me – if you know how your customers found you then focus attention on that marketing channel. My most recent clients found me through business networking events in Pasadena and Glendale.

What First Impressions Attracted Them (company, service, product) – what elements got their attention?

How Did They Make a Decision to Buy?

List Needs Met After Purchase / Service Provided – what did you do well and how did your product help the client? In some cases it may be clear.

List Needs or Expectations Unmet After Purchase / Service Provided – are there areas where you risk disappointing a client or the expectations were not met?

Click here for a previous post on planning your marketing content and listening to yourself.

Free marketing tip - focus marketing message on customers

Let this free marketing tip focus your attention on making your marketing message focus on your customers. A customer-centric message is necessary and strategic.

While that's common sense most companies large and small feel they need to make their marketing message center on their own capabilities. They talk about themselves rather than speak to customers and show how the customer-client benefits.

Focusing on the user (or the customer, client) is what Yahoo! is now doing.

The company announced today that it has realigned all aspects of its business around simplifying and enhancing the Web experience for people throughout the world. To underscore its commitment, Yahoo! is launching a global brand campaign to celebrate its connection with people and communicate core product enhancements.

“Today the Web and your world are inseparable,” said Yahoo! Chief Executive Officer Carol Bartz. “Hundreds of millions of people use Yahoo! to get the information they need, connect with friends and family, and be entertained. We are about creating online experiences people find meaningful, relevant, and fun.”

Yahoo will launch its brand campaign September 28 in the United States, October 5 in the United Kingdom and India. The campaign will run into 2010.

Ask yourself: do your customers understand the benefits your company offers and is it at the core of your marketing messages?

Critical Element of the Marketing Message

Great offers, well-produced marketing tools, and a dose of healthy relationships are important.

But one thing is even more important in marketing success.

It' easy to overlook when immersed in the details of creating a budget, tools and figuring out how to distribute your message. But without this, your potential customers are going to slip away.

And that is -- are you clearly asking them to do business with you?

Alright, I'm going to go review my own website Right Touch Marketing & Media to see if I'm following my own advice.

I don't think I'm giving my visitors a clear idea of what I want them to do. I present an overview of my business on the home page, I break down the services but really there is no compelling message to make them stay and do business with me.

Oops. Gotta change that.

But that's okay. There are important principles to follow and develop in marketing. But if you're not perfect that's no problem. You can always go back to evaluate and revise your marketing message.