Maximize Your Marketing in 2018 I’d like to welcome you to this special marketing report on how to maximize your marketing in 2018. I’m glad that you’re reading this mega-article and believe you will be, too. Below I cover 6 topics that, if implemented, will help increase your sales and effectively maximize your marketing. If […]
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How to Choose the Right Headline
In marketing, everything matters, especially headlines. This article covers how to choose the right headline for your ads and emails.
You’re here for tools and actionable items that will give you an edge in today’s busy world… I value your time! So, let’s get to it.
When it comes to headlines there are general rules you’ll want to follow in the beginning, then as you gauge what works for your service or product(s), you’ll be able to expand and experiment.
Three key elements make up an attractive headline:
- Font size and type
- Word choice
- Structure of headline
Font Size and Type:
Once you’ve selected a branding message and image (if applicable) If you’ve already selected a branding font, understand that when it comes to sales letters and emails, you may need to alter the style and sizes quite a bit.
Readers who regularly respond to your email marketing campaigns (whether they reply with a comment, book an appointment or purchase an item) are familiar with the font you use. If it’s the ‘Open Sans’ font, use that in all of your print ads and future marketing material.
Stick with that font and if you’re creating a direct response marketing campaign, which is the only type of campaign you should use… it’s alright to blend two different font types: say a typewriter style font and a sans variety.
Email marketing calls for different methods than you’d use in a sales letter or landing page, which again vary across industries. If you’re marketing a course or a digitally downloadable item, use a plain text format for the highest CTRs (click through rates).
See the example below:
You notice that the font sizes are uniformed. In this email I did not include any bolded text, although I could have. I could have also added an underscore or two for effect. All would be appropriate.
“Wait, Zane… what about all the cool themes and templates people use in their emails?… Aren’t they good?” You say? Ok, here’s the deal with that. Does it look good? Heck yeah! Does it convert better? No.
This is something you’ll have to test on your own. Create multiple versions of your email a few branded with your logo and add your social media CTA buttons at the bottom and over the course of a few weeks determine which versions performed better.
Here’s what I’ve found…
I still run tests and check my results with other leaders in the copywriting and marketing industry. Here’s what I’ve found:
- Colors distract from the overall message you want to convey. (Your message has to compete with these extra items… that’s bad)
- Plus, even today not all readers use HTML
- If reading on-the-go, it may take what seems a lifetime for them to open your message.
For a visual, take a quick look at these sales pages for clues (they opens in new tabs):
Step 1: Grab Their Attention
The first attention grabbing sentence: “Attention Business Owners and Bloggers…” is in place as a qualifier.
I’m saying “Hey… the following information is for business owners and bloggers only… everyone else need not continue reading.”
Step 2: Help your readers know you’re speaking directly to them
Your goal here is to help your ideal clients and customers understand that what you have is specifically for them. You’re helping them agree that your offer will be beneficial for them.
If a student landed on my sales page and neither had a product nor offered a service, after reading the “qualifier” she’d exit the page. And that’s perfect. We want the right people reading our material.
Step 3: Create the Headline (Part 1)
There’s a bit of controversy surrounding the topic of “how to create perfect headlines?”… Typical industry banter… “what’s appropriate?” and “how long should it be?”. Here’s the deal… Yes, there are proven methods at play similar to the laws Nicola Tesla abided by to create his many inventions.
And with a basic understanding of these laws, you’ll be able to “get the job done”. Headlines and attracting your ideal clients has everything to do with expressing your personality. Your readers want to know who you are and what tone your brand portraits?
So, when constructing both your headline and sub-headline think about who you are… your values and why your ideal clients will or should love you more than everyone else in your industry?
What’s unique about what you are offering? Your company isn’t 100% exactly like any other business within your niche, even if you operate a franchise.
Find What’s Unique About Your Service (Part 2)
Questions to ask yourself before crafting your next headline:
- How do people describe me?
- Which complements do I hear most often?
- What do people say I can improve upon?
Use these questions as a guideline to determine how to
position yourself within your industry.
Clients and friends say that I have a unique way of communicating with them that makes them feel supported and heard. I tend to speak to others in a manner that I’d like reflected back to me.
So, my headlines usually talk about effective communication. Specifically how I help clients attract the attention and hearts of their ‘ideal clients’. The heart matters above all else and by writing in a form that connects with them, you”ll transform how your business operates.
That said… How do you communicate with your clients?
How can you use that style moving forward?
How To Structure Your Headline (Part 3)
Do you worry about your grammar? Don’t. Type-os? … Meh. Don’t get me wrong, you do want your headline to flow off the tongue or you risk repelling potential clients. It’s more important to just get started.
By now you’ve already pinpointed your audience and understand why they’d be interested in your service. You’ve found out what’s unique about you as it relates to your industry and now you need the words to ensure they continue reading.
If you’re a financial planner, and you find that your clients resonate with your laid back yet analytical personality, I’d try something like this:
Grabber: Attn: Planning For Your Future Just Got Easier!
Subject line (if emailed): [First Name] are you ready for the future? Or Are your finances ready, [First Name]?
Headline: Tired Of Over-the-Top Financial Planners More Concerned With Tee-ing Off Than Helping You Plan For A Brighter Tomorrow?
Sub-headline: Experience a gentler approach to securing your family’s financial future…
Body: From there you’ll go into greater details within the body of your sales letter.
As you can see, it’s very important to create a unique perspective and experience for your readers within the marketplace. Doing so helps you craft attention grabbing ads and sales letters.
If you find you’re at a loss for words right when it’s time to create ads, email subject lines and closers, consider using my highly effective and profitable swipe file vault.
You’ll gain hundreds of headlines and closers to choose from that you can quickly and easily copy and paste.
Thanks for reading! Your Success Is My Motivation…
P.S. If you’d like to master this science, you may benefit from my blueprint.
Why Marketing Matters
There are two types of business owners. Those who believe marketing matters and those who know marketing matters. To which camp do you belong?
Last week Grant and I talked about what we’re seeing… an epidemic of sorts.. with small business owners. Is it that they are small because they are just getting starting or because they aren’t marketing in ways that promote growth?
Listen for yourself and you can decide: Podcast Episode
If you fall into the camp of knowing that marketing matters yet find that there’s a limited budget, I’ve discussed that topic in a previous article. Read it here.
So, what’s the deal? I find that some smaller businesses do want accurate guidance yet are so busy with other tasks that it’s challenging for them to get focused and “down to business”.
Thus, as an expert in the field, what do I recommend? I always suggest that the business owner gets clear on their priorities. Write down why they’re in business along with the root benefits it provides them and their customers.
Next, I ask them to identify their 3 and 6 month goals with my guidance we identify tangible “landmarks” that pinpoint our direction. This is a step-by-step process on how to properly market their service or product.
If you’re having trouble increasing your engagement with your ads, email campaigns and marketing material and have trouble increasing your engagement, there are several factors at play. I recommend you revisit your audience.
Here are a few things to consider:
Are you currently addressing their primary concerns? Have you adequately researched your market?
Once these two major areas are ironed out, I suggest seeing if my advanced copywriting system will transform the way you connect with your customers.
Stay tune for the next article: How to Choose the Right Headline
5 Signs Someone Will Waste Your Time
There are 5 signs you need to look for when interviewing potential clients. The old adage is true, if you look for something you’ll find it. In this article I’ll share with you ways to protect yourself from those who will waste your time.
Your time is the most important resource you have. If you’re not 100% careful with where you spend it or whom you allow to spend it for you, you open the door to feelings of anger, regret and resentment.
Here’s a story that happened to me recently. Not long ago I was in the middle of a major project for a client when I received a call from an acquaintance. I typically wouldn’t interrupt my important work during the middle of the afternoon yet I didn’t want to ignore the call.
SIGN ONE: Feeling obligated to speak with someone because of a past work relationship.
Once I picked up the phone he asked me if I could help him with website project. He simply needed me to “build the framework” so that he could get things approved on his end to start promoting his product.
SIGN TWO: For people who waste your time everything’s “right away”. They need “help” with something and don’t mind inconveniencing you (if you let them). It’s clear that people who ended up sucking your time either (a) don’t realize they’re burdening you with their problems or (b) don’t care.
Can you think of a recent incident of your own where someone asked for a “favor” that ended horribly? Allow me to continue with this story, I’m afraid it doesn’t get better…
SIGN THREE: Once I agreed (which I shouldn’t have!), he wanted to negotiate the price, he quoted me half of the original price. See, I know what you’re probably thinking, Zane, why didn’t you end the conversation right there or just say “no”?
The thing is, I genuinely care and try to help people them out. I’ve had to stop, however since it’s true what my mentor Dan Pena says “You don’t want to be nice”. Sure you can be friendly, but when it comes to business there’s only one way to be.
“If there’s a back and forth with price, politely turn down the assignment. It will not be worth hassle.”
If you find that you’re a “push over”, heed my advice: You’re only hurting yourself and your destroying them in the process. You can guide others and create experiences for them that temporarily ease their stress or pain.
Be aware when someone isn’t prepared to pay your rates or haggle for a discount. They will not be satisfied with your performance and will want you to do more than what you’ve agreed upon.
SIGN FOUR: Subservient Attitude
People who are prone to wasting the time of others will want you to be at their beckon call. You can recognize this sign immediately when someone asks you “So, if I have a problem can I call you anytime?” Don’t get me wrong people not everyone of these signs is inherently bad… just recognize when someone isn’t going to ‘play fair’ with your time.
As I started the project I noticed that within a about two hour time span he either called or messaged me 3-4 times requesting a status update. I couldn’t believe it! Red flags were flying all over the place.
SIGN FIVE: Poverty Consciousness
This isn’t an exact science however there is a pattern I’ve noticed. If you deal with clients or you sell products on your site or in a store. Those with a limited mindset will typically ask for refunds and or have you speak with them at length on various features of your item or project. This is very time consuming and from my experience doesn’t end well for either party.
A few days in, it became clear to me that I wasn’t “happy” doing this particular project. In fact I offered to give him a full refund so that he could hire someone else. I’ve never been asked nor volunteered to return anyone’s money. The entire experience was a learning lesson.
We spoke for a few minutes and I decided to continue because (1) I’d already put in a few days worth of work, and (2) once you put in time, you never get it back so it seemed like a waste to refund the project after that much effort.
LESSON: Always offer a refund to these types, in fact I should have just given him a full refund instead of partial because at the end of the day I should have said no from the beginning. No one wins when either’s unsatisfied.
So, don’t agree to do something you REALLY don’t want to do and always stop a project if you’re not being treated fairly.
If you want to free yourself from time wasters for good, pay attention to these 5 signs and when you recognize any one of them from a customer or client, do both of you a favor and inform him or her that you’re unable to help them. If possible, refer them to someone else.
Here are 8 additional tips to help avoid time wasters:
- Tell your clients from the beginning:
- Best times to communicate with you
- How you prefer to communicate with them
- When you’re typically unavailable (between 9:00a-noon)
- Your rates (or commission)
- How long projects take (always over estimate)
- Manage their expectations
- Inform them of your refund policy (if applicable)
- Ask the clients to provide the contact information of the last 3 people they’ve hired. (Advanced move)
Finally, surround yourself with high-quality people. People who value you and your time and also lift you up. There are plenty of us around, just be mindful of our time.
That said, I’d like to hear from you. Have you told anyone recently that you’re unable to work with them because you “saw the sign?” Leave a comment below, once it’s approved (within 24 hours) you’ll see your message displayed below.
Sarasota Copywriter | Keep The Best Secrets For Locals
Finding a copywriter in Sarasota can be tricky if you’re not sure where to start your search. When you Google “Sarasota Copywriter“, a string of sites appear 97% of which are from job listing sites that are hoping a highly competent copywriter in Sarasota will reveal her/himself.
Something tells me you’re one of these brave individuals who is frantically searching, probably with your fingers crossed, to find a profile or read an article that will aid you in your endeavor. You’re in luck!
This article discusses why it’s potentially better to hire a local copywriter and how to decide whom to hire for your next product launch.
If you’re reading this and you’re not in the Sarasota area, allow me to briefly discuss why you should consider visiting us here in South West Florida.
Sarasota sits on the Gulf of Mexico south of Tampa, St. Petersburg and Manatee County. It’s home to over over 56K people with an average temperatures between 51.8-70.9 throughout the year.
I’ve grown up all around the U.S. and never seriously considered living in Florida let alone Sarasota. However when my girlfriend (now wife) and I traveled to Sarasota one year from Michigan (Go Blue!) we decided we had to stay.
As you can see in the photo, the beaches here are incredible!
Sarasota is the perfect place to write and help business owners grow in the process. When you’re ready to hire a copywriter there are a few things you want to know.
- Will the job they perform exceed my expectations?
- If so, who are they?
- What are they committed to?
- Are they “easy” to deal with?
Does that sum it up? You need to be certain that they can understand what you need and clearly and magnetically explain your ideas to new and current audiences in a manner that encourages them to take action, preferably IMMEDIATELY!
If you haven’t heard of them before, you’ll have to get a sense of who they are. Their values and verify what they’re committed to. Things you should ask yourself are:
- Does this copywriter have my best intentions at the forefront of their mind?
- Will they work diligently on my projects?
- Are they time-focused oriented? Do they manage their time effectively?
2. Who are they?
If you haven’t had the privilege of meeting your Sarasota copywriter at a local event, hopefully they have a website where you can dig a bit deeper into their mindset.
Read their “about” section and visit their social media platforms. Do they have any YouTube videos that help explain more about them and what they do?
When you decide to contact the prospective copywriter, notice how they speak with you and how they structure the initial meeting.
Do they speak with confidence? Does it appear that they keep track of where their time is spent? These “small” things yield huge insights.
You want to work with high performers. You can tell a high performer from non-high performers because super-charged Beings who don’t like to be disturbed when they’re working. They prefer to schedule meetings and events well in advance to manage their time well.
I for one love working with other high performers because it speeds up effectiveness and ensures important tasks are completed well in advance.
One thing to note is that most copywriters in Sarasota are often writing so expect an hour or two delay in emails.
3. What are they committed to?
As a copywriter in Sarasota understanding what’s important to you is vital. I am committed to your success and ensuring that communication flows effortlessly between all parties involved.
Should you have me work on your ad campaigns I immerse myself into the data and continuously optimize ads throughout the process.
I test headlines the copy within the body of the ads as well as the CTRs (click through rates) within your email campaigns.
I believe in being Unstoppable and with copywriting… there’s always a way.
4. Are they “easy” to deal with?
That said, I’m not always the easiest to deal with. I can be a bit arrogant and I’m known to get impatient when overly disturbed. That said, I get the job done with exceptional results and continue to exceed my clients’ expectations…
Continue reading to discover how I structure new projects…
How We’ll Work Together
Once you contact me, if you’re in Sarasota, I will email you directly and provide a form for you to fill out that will ask you basic questions to help us evaluate your immediate needs.
After You Make Contact…
After I assess your form, I review all current digital assets (websites, blogs, reviews, etc.) and then schedule a meeting with you or your marketing manager to discuss the details of the product/project and goals.
After the initial meeting we will discussed whether we’re a good fit to continue forward with the project, the proposals and contacts will be executed and sent. This is where the real fun begins! I dive into intense research.
The Research Begins
The research phase is not only one of the most important aspects of what I do, it is where I spend at least 2–4 days. I’ll pull facts about your industry, product or service and I’ll discover what I think makes your company unique.
Once the research phase concludes, you and I will jump on a quick call or meet at Jack Dusty’s. I’ll reveal my findings and get your blessing to proceed. At this point, when I share my recommendations with you they are directly formulated to get you results.
I ensure my angle on your product or service will align and resonate well with your audience.
While my suggestions are created to get you results you ultimately have the final say, however it’s at risk of receiving a lower than expected outcome.
With the majority of the research behind me, the first draft of your sales letter is created and presented to you for approval. I provide unlimited revisions as long as the focus and goals/products remain the same.
The Creative Process
With the initial draft behind us if no major edits are requested, I’ll make minor changes, if needed, and will send you the final draft within 24-48 hours of presenting the initial version. Which is typically provided via email.
If I’m also creating your landing pages, a text version of the sales letter is included with the link to the landing page.
I enjoy the variety of business owners I meet within the Sarasota area. On a recent trip to the Ritz. I am constantly amazed at Jack Dusty’s wonderfully diverse landscape. Families with young kids speaking Spanish sat behind me as youthful gossip about a latest crush filled the air beside me.
Sarasota definitely has my San Diegan heart feeling “at home”.
Are you in the Sarasota area and looking for a results-focused copywriter? Click here and fill out the Get Started Form. (Form opens in a new window)
If you’re still undecided and need more help to choose your next Sarasota copywriter, I have a very important and comprehensive guide that reveals the “7 Biggest Mistakes Business Owner Make When Hiring a Copywriter and Online Marketing Strategist and How To Avoid Them!“
… I highly, highly recommend you spend the next 15-20 minutes reading this important report.
You’ll gain immediate access, no need to check your email. Enter your contact details and begin reading the report.
And if you’ve found this article helpful, consider sharing it with someone you know who is planning to sell a product or service in the near future.
Thanks for reading!
Until next time… BeUnstoppable!
Oh… and P.S. When we meet, ask me to reveal a truly fantastic marketing secret that only (seriously only) the pros use.
When Should You Hire A Freelance Copywriter?
Within the first 18 months of getting your business started I bet you’ve asked yourself this question. Right?
You’re reading this article for at least two reasons. One, you want to know “is it the right time to hire a freelance copywriter?” Or two, “How will I know when it’s the right time to hire a freelance copywriter?”
The answers to both of these questions are below.
Let’s get started! Your time is valuable. I’ll begin with the second question. “How will I know when it’s the right time to hire a freelance copywriter?”
Ask yourself these questions:
- Do you handle 95% of the day-to-day operations in your business?
- Is there one component of the business you handle regularly yet put it off until the last minute?
- When you think about your sales process you get overwhelmed and concerned about your abilities?
If you’ve answered yes to any of the above questions, hiring a freelance copywriter will improve your effectiveness, allow you to focus on networking and connecting with current clients as well as give you confidence that your landing pages and email campaigns will be effective.
Spending the majority of your time on the day-to-day operations is not only detrimental to your relationships, it provides reduces your effectiveness. Your business will suffer because you cannot be an expert in all areas.
If you do not have a firm grasp on say copywriting, then it will take you a lot longer to do it yourself and or not provide your desired results you’d have with a professional.
“Zane are you telling me not to try to do things myself?” No, definitely not! Once you’ve tried writing your own ads, landing pages, email marketing campaigns and even websites you’ll get a feel for how your voice comes across to your audience.
You can understand the process, which is invaluable. If you already have a foundation with your sales letters, email campaigns and you’ve ran a few ads, it’s a great idea to bring in a copywriter to expand on your concepts and transform them to become more magnetic.
I notice many of my clients wait to complete the tasks they dislike. Are you the same way? It’s very common. If you have a written procedure for this task and feel comfortable having someone else do it, hire someone else for it.
Even if you know how to do it and “could” do it. If you dread it, there’s someone out there who loves it and will gladly complete it with a smile.
When I met with Dan Pena recently we spoke at length about the selling process. If you know Dan, you know he’s a ruthless S.O.B., yet has gotten a bit softer in his golden years.
We agree that you must hammer your sales message over and over in as many ways as necessary until you find one that’s highly effective. You can’t be shy about this. If you tend to beat around the bush and retreat at the word “sell”, being in business isn’t for you.
If you find that you’re not getting your message across in a way that brings in sales, hire a copywriter to write a sales letter that you can use over and over. One well written sales letter can bring you in millions, depending on your niche and product.
Copywriters are well worth the investment if you’re at a loss for words.
If you’ve read this far, it’s obvious that you’re seeking guidance with your sales process. I’ve created additional resources to guide you through the decision making process.
The reality is that if you’re doing all the work yourself in your business you’re stunting your growth, not saving money as you might think and also wasting valuable time.
The better you’re able to delegate the items on your to-do list, the faster your company will grow. That could be once your company reaches the 1 year mark or its 10th. Only you can truly decide when the time is right.
That said if you’re still wondering… “I get it Zane but how do I choose the right freelance copywriter?”, click here enter your contact details for instant access (no need to go to your email inbox) to read a highly insightful report where you’ll discover new ways to identify the right copywriter and online marketing strategist to hire.
Thanks for reading this article! If you’ve truly enjoyed it, consider sharing it.
Until next time…