Like all pubescent teens there was one movie that I could (and did) watch over and over again Boomerang. As you may recall the film co-stars both Robin Givens and Hallie Barry… say no more, right? Not a fan? OK, here’s a quick run-down and why your marketing should mimic this classic tale. In Boomerang, […]
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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…
Mentor, coach and consultants what’s the difference and why you need all three.
In this article we will uncover the the reasons why people succeed or fail to reach their business goals.
Mentors, coaches and consultants make our lives easier. Their function is to provide you with a shortcut on this journey called life and yet their roles are inherently different.
The definition of a mentor is an older male or female (usually twice the age of the men-tee) and typically of the same gender. The time you spend with your mentor is typically in a relaxed environment without a specific agenda.
You two have similar interests or are forced to work together by your employer in order to show you the ropes.
I enjoy this dynamic between mentors and men-tees because 99% of the time it’s the quintessential friendship. Mentorship are like the rays of our sun. Wisdom beams down towards the budding sprout who uses the en(light)enment to become mentally and emotionally stronger.
Think about your life so far. How many older women or men (who aren’t your parents) are there for you when you need them? Is there someone behind you nudging you?
These sage ladies and gents’ experiences shine hope and possibility on you that makes life smoother.
Dan Pena is one of my primary mentors, though I have several. When you find someone who has the lifestyle you want, go after them, introduce yourself and make them know who you are.
Do whatever it takes to meet with them.
I’ve been fortunate to have many mentors and continue to regularly seek them out either through reading their biographies and books or by attending local Meetups.
Interested in mentoring a youth? Check out a wonderful program, Mentor. They will pair you with a teen with similar interests.
Main takeaway: Mentors are perfect for sharing insightful knowledge on a wide variety of topics. They’ll often times point you in the right direction and “check-in” on you periodically.
… And then there are Coaches.
Coaches on the other hand have a specific goal for you and help inspire you to achieve it. Coaches will push and prod you beyond your comfort zone and remind you, painfully if necessary, of why you’ve hired them.
Unlike mentors, coaches typically jump in the ring with you. They will support your growth beside you and are ready to go through any and all preparations mandatory to ensure you obtain your desired results.
For example, a business coach will help you get set up your marketing systems, tell you what to do, how to do it and when to do it. They may or may not tell you why to do it depending on their attitude and demeanor. You’re just expected to take action! based on their experience.
Main takeaway: If you need specific results fast, an experienced coach will get you there.
Ok, we understand the Mentor and Coach’s role, what about the Consultant?!
The purpose of a consultant is to help clarify your ideas and objectives. The consultant will ensure you’re on the right track. They will not do the work for you as a coach might, but he or she will inform you on the next right move to take based on their knowledge and experience.
A great time to use a consultant is when you’re starting something new, changing directions, or need clarity on how to advance your business.
High quality consultants will research your business and industry and prepare a presentation for you on his or her findings to give you the best and worst case scenarios.
Her answers will be provided to you in a relatively short period of time, based on your needs and her experience.
Let’s combine all the information we’ve covered so far:
- With your mentor(s) you’ll gain a broader perspective of what you want to do, be or have in life.
- Your Coach will push and pull you towards the finish-line of a specific goal or objective.
- With your Consultant you’ll get clear on your goals, refine your objectives and focus on how to improve.
If you’re in business, you’ll need all three at different moments throughout your career. I recommend you be one of the three to someone else.
You’ll be able to experience the joy and value that comes from giving to others, whether it’s for free as it is typically with a mentor or as a paid service. Either way when done properly it’s highly rewarding.
By now you understand the difference between a business mentor, business coach and business consultant and when to select the appropriate facilitator.
Not all are the same, some really work diligently to ensure your goals are met, others are very much hands off, some really just like the title and aren’t exactly there to help or move you towards obtaining your goals.
I’m often asked “How can I tell if you’ve found the right person?” It’s easy, ask him or her a few questions you’d like clarity on. If you find their answers are straight forward, without bull-shitting, you’ve found the right guy or gal.
If you’re ready for results, you have plenty of options. Just ensure you work with someone who wants you to succeed.
Do you have any questions on this article? I’d love to hear from you. Leave your comment below, once you submit it, I’ll review it and reply.
Thanks for reading this article!
Music for Productivity Get in the Mood!
Does your body feel drained right before you start your work day? There could be several reasons why, which a good holistic wellness counselor could explain. But what if you’re eating well yet still feel unproductive?
The world is made of vibration, different vibrations help us accomplish different things. When we smell, taste, touch, sense and hear, we receive frequencies from the object in front of us.
These frequencies, once received by the body alter our body’s chemistry and change our moods.
Now think of your favorite song… I see that smile on your face. Your favorite song has its own frequencies that you give meaning to.
That’s why music is the key to help you reach your peak performance.
So by now, you’re asking me, “Zane, which music is best for me?” I’m glad you’ve asked. Below I’ve prepared a list of frequencies that will allow you to improve your concentration, thinking, learning, productivity, and more!
Tempo: 50-60 beats per minute
Baroque masterpieces sharpen focus and enhance mental endurance.
A musical springboard to intellectual achievement, Baroque Masterpieces have been expertly streamlined and harmonically enriched to sharpen focus and promote mental endurance. Experience improved organization, clarity and precision in everyday tasks.
Tempo: 50-60 beats per minute
Streamlined classical compositions help you conceptualize, strategize and create.
Elevate intellect, enable fresh ideas and stimulate logical thinking to a variety of classical compositions that have been rearranged to enhance mental acuity while relaxing the body. Appreciate the benefits of focused awareness when conceptualizing, strategizing and creating.
Tempo: 50-60 beats per minute
Baroque masterpieces and soothing nature sounds help you acquire knowledge and master new skills.
Harness the power of music to create the optimal environment for acquiring knowledge and mastering new skills. Intelligently arranged masterpieces of Bach, Vivaldi and Corelli have been creatively combined with nature sounds to promote the clarity, alertness and receptivity needed to process and store information.
Tempo: 70-130 beats per minute
Dynamic classical works give you the power to create, organize and achieve.
Increase productivity with music that generates the energy needed to set goals and bring tasks to completion. Expert arrangements of classical and original masterpieces use upbeat tempos to enhance alertness, creativity and focus at home, work or school.
Tempo: 30-60 beats per minute
Creative arrangements of classical masterworks inspire profound relaxation.
Dissolve tension and achieve serenity and balance listening to creatively arranged and gently improvised recordings of Bach, Beethoven, Vivaldi and more. Feel the bliss of pure relaxation as muscles relax, breathing deepens and the mind grows calm.
Tempo: 30-60 beats per minute
Soothing classical works and ocean sounds restore harmony and melt away stress.
Escape to a musical sanctuary where calm, consistent rhythms restore harmony to mind, body and spirit. A delicate blend of expertly orchestrated Mahler arrangements, combined with soothing ocean sounds, melt away stress and anxiety achieving serenity and balance.
Tempo: 60-90 beats per minute
Inspiring classical compositions enhance creative expression and insight.
Eliciting feelings of joy and delight, this expansive anthology kindles the imagination and uplifts the soul. Gifted performers bring to life the works of von Gluck, Mozart, Gershwin and more with unique orchestrations that weave a musical experience that taps into the inner wellspring of creative expression and insight.
Tempo: 120-140 beats per minute
Inspiring peak performance with classical masterworks that empower you to excel.
Optimal performance created through music increases your enthusiasm, power and desire to excel. I enjoy listening to Mozart and Handel to boost inspiration and morale.
I’d love to hear from you on this. What music really gets you going?
Thanks for reading this article!
Yours in Success!
How Long Will A Sales Letter Take?
You’ve just hired a copywriter and haven’t heard from him in almost 2.5 weeks. You’re getting concerned. “Is she alright? Should you call?” You say. Then hear yourself say… “How long will this sales letter take?”
If you’ve found yourself in this situation, you’re not alone. As a business owner your reputation is on the line when ever you hire anyone to perform a task for your company. You want to ensure projects are managed and performed smoothly, or as smoothly as one could expect.
If you’re used to your managers hovering over your employees, your managers may not like dealing with copywriters. Why? Well, being a copywriter and speaking to several other leading sales writers in my field, I can say that almost 98% of them call themselves or have been labeled introverts.
It’s not a crime, gosh no! Yet it take a certain ‘type’ of Being to enjoy sitting alone or in a semi-crowded quaint cafe with his laptop and feel “at home”.
That said, when you hire your next copywriter, ensure that you both agree to specific times to discuss project details and deadlines. We prefer to schedule calls instead of breaking intermittently during the middle of writing a compelling pitch.
“But Zane” you say “How long is too long to wait for a sales letter?” Great question, before I answer that, let me share a bit more about what makes copywriting so powerful and why you might want to wait for it.
Copywriting the way I use the term refers to selling a product or service in the written form. There are several components that create a winning letter but for the purpose of this article, let’s dive in.
Of course you have the all mighty Headline, this will make or figuratively break your connection with your audience. That’s exactly why I spend between 85%-90% of my time, after conducting research, on crafting this uber important title.
As a business owner, what do you spend the most time on throughout the day?
I bet you focus on the most important area that brings you around 80% of your profits. Right?
So the same is true for the headline and that requires time.
After speaking with J.T. Rohleder and hearing Dan Kennedy speak it’s clear that even these guys can take up to 4 weeks to produce a satisfactory sales letter. That’s just the sales letter.
If you have other marketing materials that you need produced, print newsletters etc. That will extend time on the completion of your marketing strategy.
“What gives, 4 weeks?!” You ask. The thing is producing high quality work can take up to 4 weeks. I’ve placed myself in an uncomfortable situation where sales letters and email marketing campaigns were needed within a few days not weeks… the company desperately needed results.
It’s not impossible to speedup the writing process, but your results won’t be nearly as extraordinary without adequate time. In the above example where I create multiple sales funnels for a company sales still came in, but not nearly at a rate that pleased me.
“Zane, you mentioned research… how long does that take?” Yep, good question remember when you were in school and your professor told you there was a research component to complete before graduation?
If you started that assignment right away, which I did of course!, there’s no telling how long it would take since when you find one exciting puzzle piece, you discover something new guiding you to greater insights.
I put a cap on the amount of time I spend doing anything, however if I’m led down a new trail I’ll explore it long enough to decide if there will be gold at the end of the road or a large disappointing brick wall.
It’s important to know if your copywriter maximizes their time. The best way to know that is to ask these 3 questions:
3 Questions to Ask Your Copywriter Before you Hire Her/Him.
1. What do you use to you maximize your time?
2. Approximately how long will it take to complete my sales letter (after you’ve provided them will the necessary information)
3. Where do you concentrate your writing efforts? (Acceptable answers are: On the Headline or Research)
After reading this article you now feel confident in knowing approximately how long it will take your next copywriter to produce high quality work and you’re armed with valuable questions to ask them before they get started.
With excellent communication, together you and your new copywriter will produce exciting results.
As always, thank you for reading this article on “How long will a sales letter take?”
I wish you well on your sales journey.
P.S. If you’re tired of your products getting low sales and worry that your ads aren’t reaching the right people, Click Here to read my latest report on the “7 Biggest Mistakes Business Owners Make When Hiring a Copywriter and Online Marketing Strategist and How You Can Avoid Them!”
10 Commandments of Marketing
The following 10 commandments of marketing if followed, will ensure your marketing is targets your ideal client or customer to get you results.
If you’d prefer to watch a video of these vital marketing techniques, watch the video below:
Give people exactly what they want. Not what you want. How many times have you been to an electronic store and a sale guy says “Hey, did you see this? It flies and shoots water and also comes produces it’s own solar power at night!”
Now you’re thinking “All I want is a new case for my smartphone”. There’s a huge disconnect between what you want and what he wants to sell you.
Some marketers create amazing products yet get stuck in a trap where they forget to research what the market thinks and feels and their product flops with zero sales to show for their effort.
Lesson, here is to find your audience and clients first. Who is buying what and from whom? Why? And at what price? Can you charge more by adding more value? Only when you’ve narrowed these answers down is it safe to create a product and brand around their needs and wants.
Find your market. It’s the perfect time to find your market today. With Facebook ever evolving, you can reach just about any type of person you desire to potentially buy your service or products.
The people in your marketplace will require unique approach. Your message to CEOs will be different to stay at home dads. Right?
With a clear idea of what they think, do and say about your industry as well as what they read, watch and listen too you’ll be able reach them with greater ease.
Sell for the largest margins possible. No matter what you offer, if the margins stink, business will too. If you’re constantly fighting to be the “lowest in town” you’ll soon force yourself “out of town”.
When people ask “Zane why do you charge more than the others?” The fact is I don’t compete on price, it’s impossible, and clients happily pay me base on the results and value they receive. And at the end of the day they matter more to me and what price-hunters think.
If you’re currently the “lowest in town” I’d highly reconsider your branding. Sure, this strategy works like Ghostbusters for Walmart, however nothing lasts forever. What happened to Woolworth and Kmart?
Understand what marketing is and isn’t.
At a recent talk I did at the Sarasota Military Academy a high school student and budding entrepreneur Dave asked “Zane what’s the difference between marketing and sales?”
I love this question because it shows he’s thinking and once you understand, a world opens to you.
Sales are the transactions rewarded to the seller based on the quality of the marketer’s understanding of the marketplace and product(s).
When you know how to move your clients to invest in your services with effective communication, they will flock to you.
It’s vital that you spend quite a bit of time to construct lists of what they want, need, feel, think, believe, disbelieve, etc. in order to win their trust and build a real relationship.
Once you’ve constructed this framework, you replicate this on a larger and larger scale, while keeping an eye out for warning signals that indicate the market may change.
Quick, quick, fast, fast!! She with speed wins the race. When you’re selling a product where there’s “competition”, this should go without saying… you want to do your research as fast as possible.
Look for new ways to market your services in areas that maybe new for your company. Once you’ve done the homework, quickly test your ads and email campaigns and analyze the results!
I feel excited just writing about this because I know that she with speed, knowledge and understanding WINS.
If you’re working on marketing your company’s service and you’re waiting for more information, STOP everything… and explore for untapped markets. Get in front of them and stay on their radar!
You’ll never know if your marketing or research is on target until you test your ads and review the open rates for your follow up email sequence. Use the results to refine your next campaign.
Sell, up-sell and resell. The fact is if you’re not selling, your business is doomed. Obviously if you’re not gaining new prospects, making new deals, you’re not in business.
Here’s a quick story. The first business I created was an organic t-shirt company. It’s not worth mentioning the name…
I knew very little about marketing, I just loved organic t-shirts and metaphysics and then combined the two. Sounds good, right? Maybe.
I created a website, printed business cards and told a few friends and family members about it. All was well, I was “a business man, an entrepreneur” as I allowed my ego to roam throughout Sarasota without a care. Typical behavior for newbies…
I wasn’t “in business” I hadn’t sold ONE shirt yet. When I did, I didn’t realize the importance of utilizing an automatic up-sell. Don’t get me started on email marketing and following up… I had no clue!
It’s funny now, but at the time I was crushed. I couldn’t understand why I wasn’t making sales.
There were several reasons, but the main point is that you have to know how to get that sale (preferably on auto-pilot) and then quickly up-sell them with more of your amazing service, perhaps a VIP coaching program, with brilliant follow up to increase and sustain engagement.
Bond, bond, bond, and then bond more. Not the kind of bonds you’re thinking of. The type that make you smile when you see an old friend. Now think of that rude guy you had to deal with recently or in school… how do you feel? Completely different, yes?
That emotion plays the same role when we purchase or decide not to purchase a product.
For instance I love kombucha, you know the fermented probiotic beverage that aids digestion and balances your pH? If two days goes by without me savoring my favorite brew, I get quite unruly.
Two companies have won the battle to my heart and when I travel I diligently scour stores to grab a bottle. The bond between us is that strong. What about you?
What does your message say to your clients? Do your clients feel that you treat them exceptionally well? Do you go out of your way to establish a deep connection with each one?
The best way to do this is to create a compelling story about yourself as it relates to your company. This journey will establish a firm link between you both. You know mine, if not, here’s a recap.
My mother left my dad when I turned 4 months old, we lived in about 8 states before I turned 8 years old. Because my mother dealt with mental health issues, she did the best she could yet wasn’t home to raise my sister and me.
I struggled with reading, especially when it was time to read aloud because I feared making mistakes. I quickly learned that I excelled in writing. I could communicate powerfully and help others in the process with my charming style (or so they say).
When I learned that I could combine writing with selling products and help entrepreneurs and companies do the same, I was hooked!!
I quickly learned everything I could get my hands on. I struggled a lot for 4 months straight. I would place a Google Ad and have zero results, I’d try again… get 4 or 5 leads, none of whom bought anything. Sound familiar?
I didn’t know what I was doing so I couldn’t convert those leads into sales. The day came when I was FED UP! “Enough of spending 18 hour days trying to figure it out” That first year over $12K was invested in learning from industry leaders and giants who choose to elevate my skills.
I implemented everything they said… and it happened… results! People were buying my products… success! I could sleep at night without murmuring on about conversions and click through rates, which put my wife at ease.
Now that I have a solid grasp of online marketing and copywriting, I am thrilled for the opportunity to work with Sarasota’s top business leaders and investors.
There you have it, the short version. You get the idea, creating a bond with your clients is the key.
Indicate your unique position in the marketplace. If you’re reading this, you’re likely an entrepreneur or investor who seeks marketing advise and most likely want to hire me as your online marketing strategist. 9 times out of 10 you have a solid grasp of how your company differs from others.
How can you push the envelope further? Think of 3 ways you can make your brand more memorable, and 3 ways to increase its desirability then integrate that them into your story.
With whose story are you most familiar from the list of people you choose to do business? Why are you attracted to their story? Were they referred to you by a neighbor or colleague? Or perhaps an attention grabbing ad popped up on YouTube with a powerfully crafted story with an irresistible offer?
They are still in your life because of the way their personal or company’s story resonates with you. I tend to do business with companies that are inline with my values. If it’s an insect company, they must use non-toxic ingredients. We purchase mostly organic produce and patron local companies that make a difference in our community.
These things matters to my wife and me, which means you’re probably the same way. Right?
Hey if you’ve gotten this far, you’re awesome, congrats! Glad you’re still with me, number 10 is near.
Control the selling process. From start to finish you want to be in control. If you’re sitting and waiting for clients to come through the door, create a marketing strategy to bring clients in on a regular bases.
An example of passive selling is if you’re a shoe store on 5th Ave with an open sign in the window. Yes, people know your store is there and when they walk by your sign is visible to them, however you’re at the will of the customer.
An offensive play would be to send out weekly mailers to the zip codes of your ideal clients and include Facebook ads for the same audience. As a bonus… if you notice that the majority of your clients listen to the same local radio station or podcast, purchase regular airtime.
Alright, you’ve made it! There’s a system for selling, which most online marketers don’t even realize… I didn’t at first. If you get this and use it wisely, you’ll be way ahead of the game. The system Problem, Agitate, Solution or P.A.S.
If you are a seasoned salesperson, you understand this concept too either because you were trained well or at in the past reached a breaking point and sought answers… as I did.
When you introduce a problem to your ideal clients then massage that problem with a pinch of fine sea-salt before you offer your solution, magic happens. Don’t believe me?
Closely examine the next ad you see… it will contain a combination of this formula. “Zane, surely a Disneyland commercial won’t have this…” you say? Not so fast, friend. Look again and let me know where you see P.A.S. in action.
It’s everywhere. How can you incorporate this into your next marketing campaign?
I’ve enjoyed sharing these commandments with you and look forward to your feedback. The inspiration for writing this article came from a mentor of mine T.J. Rohleder.
Reply below with your questions on the above marketing principals or contact me directly.
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