The 3 Major Mistakes That Will Doom Your Copywriting Effectiveness

Posted by chucktrautman on January 18, 2018

There’s something magical about the number 3… it forms the basis for great drama (3-act plays), it’s the common structure for presentations (beginning, middle, end), and it’s a common rule-of-thumb in design, gardening, and so many more endeavors.

Today I’m going to let you in on three (3) common mistakes that will absolutely KILL the effectiveness of your copywriting.

1. Don’t Be Boring. We’ve spoken about this in the past. There’s NOTHING so deadly as a marketing message that fails to arouse the senses in any way whatsoever. You need to write copy in a way that stimulates, annoys, amazes, depresses, scares or whatever is necessary to shock the senses into awareness that a compelling offer is on its way. So NEVER be BORING!

2. No Call To Action. Here’s the rule of thumb to remember: a confused prospect doesn’t buy. If you don’t give your reader a very clear and specific command to do SOMETHING, they will take the easy path to doing NOTHING. So figure out exactly what you want your copy to accomplish and then very clearly tell your prospect to do exactly that.

3. Don’t be ME focused. This happens all the time… the marketing team thinks that the sheer glory of the program/product/service being offered – combined with the stellar history and track record of the company providing same – will be more than enough to close the deal. Wrong. Dead wrong. The reality is you need to express over and over and over again specific details as to what everything in your sales copy means to the prospect. ME-focused marketing will get you zero.

There’s plenty of other mistakes you can make with your copywriting, but by simply avoiding these three huge pitfalls, you have a much better chance for success.

9 Key Areas You Can Find Marketing Ideas That Turn Into THE Big Idea

Posted by chucktrautman on January 11, 2018

It may seem daunting at first, but actually there’s quite a few places to start to look inside your business when coming up with marketing ideas that turn into your own BIG idea – in fact, 9 to be specific:

Do you have some kind of proprietary technology to crow about?

What about your story… is there anything about it that’s clearly unique?

Can you combine different assets together in a way that’s novel and different?

Pricing – can you offer a twist or even a controversial angle relative to the prices you charge for goods/services?

Is there something special about your business that makes it into an attraction… something highly visible that customers just HAVE to tell others about?

How about the PLACE where you do business – is there a way to transform that into something that’s way outside conventional thinking??

Do you have a theme for your business… or different themes… something that sets you apart and is even newsworthy?

Any way to create special events around your business to attract attention and generate interest?

Have you ever made a very public stand against a specific enemy or taken on some powerful adversary?

Copywriting 101: Make Your Prospect ACT NOW!

Posted by chucktrautman on December 14, 2017

The old proverb goes like this:

“He who hesitates is lost!”

What that means to you as a marketer is a prospect who dithers and delays is a sale that more than likely doesn’t happen. Which is bad all around – for the prospect, who could vitally use the service / product you offer… and for you, because you failed to get the prospect to take action immediately in your copywriting.

Here’s a kick butt “Call to Action” Copy Structure I recommend you consider in your copywirting:

1. Summarize the offer.
Make clear in a nutshell what it is your selling.

2. Show Value – Price – Discount – Net Cost.
Each one leads on to the other, piling up value as it rolls along.

3. Include the Guarantee.
Make sure it’s clear, powerful, and creatively labeled.

4. Provide Payment Options.
People are used to payment plans. Breaking it down into 3-pay or even more can definitely increase sales.

5. Add Bonuses.
Wrap up with a clear listing of everything else you’re tossing in to sweeten the pot.

When a prospect hesitates, nobody wins. It’s important that your copy drive urgency by reinforcing the need to act now!

Marketing 101 – 3 Things That KILL Sales Copy

Posted by chucktrautman on December 7, 2017

Today I’m going to let you in on three (3) common mistakes that will absolutely KILL the effectiveness of your sales copy.

1. Don’t Be Boring. There’s NOTHING so deadly as a marketing message that fails to arouse the senses in any way whatsoever. You need to write copy in a way that stimulates, annoys, amazes, depresses, scares or whatever is necessary to shock the senses into awareness that a compelling offer is on its way. So NEVER be BORING!

2. No Call To Action. Here’s the rule of thumb to remember: a confused prospect doesn’t buy. If you don’t give your reader a very clear and specific command to do SOMETHING, they will take the easy path to doing NOTHING. So figure out exactly what you want your copy to accomplish and then very clearly tell your prospect to do exactly that.

3. Don’t be ME focused. This happens all the time… the marketing team thinks that the sheer glory of the program/product/service being offered – combined with the stellar history and track record of the company providing same – will be more than enough to close the deal. Wrong. Dead wrong. The reality is you need to express over and over and over again specific details as to what everything in your sales copy means to the prospect. ME-focused marketing will get you zero.

There’s plenty of other mistakes you can make with your copy, but by simply avoiding these three huge pitfalls, you have a much better chance for success.

Marketing Strategies: The Secret To Attracting More Customers

Posted by chucktrautman on November 30, 2017

Being able to clearly define your target market is one of the most important elements of successful marketing.

Yet it’s one of the marketing strategies that most businesses struggle with.

Identifying your market clearly has many advantages, including allowing you to:

  • Choose the best media to reach the people you want to reach.
  • Tailor your messages so that they resonate with the right people.
  • Target your marketing spend where it gives you the best results.

The problem for most businesses is that they follow an approach of “mass marketing” where they try to appeal to almost everyone.

This can be very wasteful as they are spending money to advertise to people who will not buy what they are offering.

This approach is fine if you are a major brand like Coca-Cola or Starbucks but it doesn’t deliver the right results for most businesses.

You’ll get much better results and better value for money when your marketing strategies are “targeted”.

Your marketing is targeted if you know exactly who you are going after, where they are located and you have crafted a message that is specific to them and appeals to them.

There are four key elements you need to get clear about so that you can define your target market.

  • Who are they?

    You should define your ideal customer in as much detail as possible taking into account demographic factors such as age or gender and psychographics such as beliefs and desires.

  • Where will you find them?

    This may be a geographic location — or it might be where you can reach them e.g. websites they visit, mailing lists they are on or newspapers they read.

  • How do they buy?

    You want to know if they go online, buy in person in a particular location or whether you can sell via mailing packs.

  • Why they buy?

    You need to find out what drives their decision about whether or not to buy what you are offering.

In general, you want to define your market as tightly as possible. So rather than say you sell to women, you would want to be more specific and, for example, say you sell to women aged 35 – 55 with two kids and a family income of $75,000 and above.

The more specific you can be the better.

When you target your marketing effectively, your marketing strategies will be more successful so you’ll attract more customers while spending less money.

You’ll be able to focus more of your effort and budget on finding your ideal customer, whether its in your city or elsewhere.

The fact is almost every business should be able to identify groups that represent their best customers – these are people that buy more, stay longer and refer more friends.

When you can identify the characteristics of these people, you can go out and find more of them.

There may be several groups, but each group will have distinctive characteristics.

Here are some keys to ensuring that your ideal target market is a good one for your products and services:

  1. Market Size: It needs to have enough people.
  2. Reachable: You have to be able to get your marketing message in front of them.
  3. Demonstrated Interest: People should already have raised their hand and said they are interested in the types of products or services you offer.
  4. Known Buyers: There is a difference between a list of interested people and a list of buyers. You ideally want to be able to get access to prospects who have already bought something in your field rather than simply having shown interest.
  5. Unmet Needs: Your ideal customer will have needs or desires that are not being met by the other options available and where you can satisfy those needs or desires.

When you are defining your ideal customer, it’s a good idea to create an “avatar” to represent them. To do this, you give them a name and a story that defines who they are.

In defining your avatar, you would take into account their most common traits and their problems and dreams.

When you create a good avatar, you can develop your marketing strategies to speak directly to them. This will help you attract more of them.

Taking time to define and get to know your ideal customer allows you to achieve better results from all your marketing strategies and will help you attract more of the people you want to do business with.