Selling Is Educating (and Vice Versa)

Are you a teacher? If you're in sales (and who isn't, really, when you think about it), then the answer is yes.

Think of it this way: Would you buy something -- anything -- when you didn't know what it was, what it was for, or how it could benefit you? If so, then you've probably purchased enough swamp land over the years to start your own mosquito ranch. Most of us would just stare blankly at the item in question, and then redirect our attention to something more recognizably useful. Your business has to educate its prospective customers on its products and services, and that's where skillful, focused, specific content marketing comes in.

Writers know that "doing" verbs (runs, creates, proves, energizes) make more of an impact than "being" verbs (am, are, is, has). Well, that goes for marketing content as well. Joe Client cares less about what a thing is than what that thing does. Specifically, he wants to know what it does for him. This is just another way of thinking about the tired old rule, "Push the benefits, not the features," but it works. When you shift your marketing focus from "What It Is" to "What It Does," the product's attractiveness suddenly leaps out at the average person who couldn't care less about its technical specifications. 

One of my favorite examples of this is the blogging I did for a company that specialized in metric screws, bolts and other fasteners. Fascinating stuff, right? But as I learned more about the various fasteners, I began to see that they each had different (and interesting) real-world applications:

• Building a boat? You'll want zinc-tipped or silicon bronze screws for corrosion resistance. 
• Preparing a commercial construction project? You need a ready source for sturdy bolts and rivets in a wide range of sizes. 
• Assembling electronic components? Let's talk about non-conductive fasteners. 

Et cetera. So I created a series of blog articles along those lines, conjuring up images of construction crews enjoying greater productivity, manufacturing floors purring away productively, boat enthusiasts enjoying summer on the lake and so on. Now we had something exciting to talk about -- the bottom-line benefits of purchasing those metric fasteners.

As you can see, educating your customer involves more than just throwing a bunch of numbers at them. Unless that person understands how those numbers translate into benefits, you're wasting your time. Instead, focus on explaining how your product or service solves a specific need. That's educating to sell -- so make your curriculum compelling (with the aid of a professional copywriter), and aim for a graduating class of A-plus clients!

4 Tips for a Smoother Content Creation Process

Hiring a freelance copywriter can do wonders for your ability to generate the marketing content your business desperately needs -- but getting that professional copywriter on board is only one of the necessary steps. You also need to make sure you're putting your copywriter's skills and expertise to good advantage, and you can't do that without a smart, efficient content creation process. Let's look at four smart practices that can help you smooth out that process.

1. Assemble All the Pieces in Advance

Some businesses may have a clear marketing strategy but no content to put toward toward, or a content writer but no clear strategy for putting that writer to work. Or maybe they have both the content creator and the marketing strategy, but no system in place to implement that strategy through everyday social media, print marketing or website tasks.

Don't just hire a copywriter; put an entire team together, like assembling the engine of a car so all the pieces perform in unison. I would recommend starting with the marketing strategist, because this professional can then point you toward the other experts your system needs.

2. Don't Rely on Last-Minute Brainstorms

This one applies mainly to the generation of blog articles, drip-marketing email articles, and other pieces that need to go out on a regular basis. You know you have to create them, and you know when you're likely to need them, but it's all too easy to fool yourself into thinking that you can wait until the last minute to address the issue.

Unfortunately, even the most brilliant copywriter needs a little heads-up and ideation time to craft high-quality work. If you wait until too late to request the latest pieces, you may find your copywriter otherwise engaged, out sick, or otherwise unable to leap into action. Plan ahead, ideally with the aid of a permanent editorial calendar, so you'll have the content you need when you need it.

3. Decide on a Voice Before You Draft

I've been in situations where clients weren't entirely sure what the style and tone of their marketing content should be. "Try something, and we'll adjust it as we go," they said. This approach is like the part of your vision test where the optometrist keeps saying,"Is it better like this or better like this?" Dialing the tone and style into a work in progress isn't impossible, but it is a waste of time and effort (and money, if you're being charged by the revision).

Take the time to sit down with your marketing strategist and settle on a voice for your brand, something aimed specifically at the target market you want (which may be markedly different from the audience your current content is attracting). Once you've nailed that voice, your writer can apply it consistently across all your marketing channels.

4. Avoid "Too Many Cooks" Syndrome

Do you have too many cooks in your content marketing kitchen? I can't tell you how many times I've gotten 90 percent of the way through a requested revision, only to have another set of requests come in that directly contradict everything I just did. Do I bill extra for that fresh headache? You bet I do, and so will just about any other freelance copywriter. The main cause of this disconnect stems from the draft going through multiple reviewers, none of which are aware of (or in agreement with) the others' remarks.

Make absolutely certain that your content creation process is wrangled by one designated individual -- a liaison who receives any and all comments, checks them for consistency, and approves the final set of comments that go to the writer. This important step could make all the difference between two quick, easy drafts and a dozen confusing, sloppily-coordinated ones.

Want more tips for optimizing your content creation process? Contact me and tell me about your current challenges!

Smart Money: Why Hiring a Freelance Copywriter Makes Sense

I sometimes receive offers from marketing agencies and other business who are looking to fill a full-time opening for a marketing copywriter. While I'm always flattered to get such requests, I always end up turning them down.

Yes, it may sound crazy to choose the topsy-turvy life of "variable employment" over a guaranteed salary at an established enterprise. Still, freelancing does hold attractions of its own for individuals attuned to the lifestyle (and it is a lifestyle choice, not just a money-making decision). But even as I pass on those offers, I'm always quick to point out to businesses why it might actually be a more sensible move to engage a freelance copywriter in San Antonio, Austin, or wherever they happen to find the right person. Take these perks under consideration:

You Can Run a Tighter Ship

Controlling your business finances means controlling your overhead. Full-time, on-site employees require desk space; the more of these employees you have, the more you're going to shell out in commercial rental space and utility bills. Don't forget the health insurance, retirement accounts, and other benefits you'll be expected to cover. Independent contractors who work from their homes make none of these demands on your budget.

You Can Get the Most Work for Your Money

How much actual work occurs in a 9-to-5 workday, as opposed to water cooler talk, bathroom breaks, and seeing how many pencils can be embedded in the ceiling? When you engage a salaried employee, you'll probably be paying for a fair amount of idleness on top of whatever work actually gets done. When you hire a freelancer, you're paying only for the work -- which only motivates the freelancer to work harder.

You Can Scale Up or Scale Down Easily

How much of a regular writing load can your staff copywriters handle? Do plus-sized projects overwhelm them? Do quiet periods find them looking for things to do? When you have a go-to "stable" of freelancers at your disposal, you can engage as many of them, or as few, as you need for any given project, allowing for optimal cost efficiency. You don't have to worry your one-and-only staff writer calling in sick or going on vacation, either. If you need a writer, just grab one out of your freelance bullpen. Your production schedule won't miss a beat.

You Can Assign Different Writers to Different Jobs

When you're stuck with a full-time writer or writing staff, you're stuck whatever that person or team brings to the table in terms of style, tone, industry knowledge, experience level, and specialized techniques. But when you can pick and choose from various freelancers as needed, you're always able to match the perfect writer up with each assignment. That means fewer rounds of revisions, less time spent on each job, and more free time for you to devote to various money-making pursuits (such as finding and cultivating new clients).

As you can see, it pays to hire a freelance copywriter. Let's talk about how you can put this sensible strategy to work for your business!

4 Things Your Marketing Content Should Stop Doing

You probably know the old joke about the patient who complains, "Doctor, it hurts when I do this." To which the doctor replies, "Then don't do that." Stopping bad habits can benefit your physical health just as powerfully as taking up new, better habits. The same holds true for the health of your business -- and your marketing content is the pump that keeps the things flowing in your business pipeline. In my years as a freelance copywriter in Central Texas, I've seen (and corrected) plenty of missteps in various enterprises' written marketing content. Here are four common yet harmful goofs that you should stop making from this day forward.

1. Over-Explaining

I can't tell you how many times I've been asked to rewrite web pages and other marketing pieces that read like user guides or industry manuals. I ended up hacking away paragraph after paragraph of detail that held more potential to confuse or intimidate than to build excitement or sell. If you had to study a wiring diagram to turn your lights on, you'd probably elect to spend a lot of time in the dark. Don't give us that diagram; show us the switch, describe the wonderful light we'll enjoy, and let the perceived benefit do the rest.

2. Under-Explaining

Even though brevity is a must in copywriting (especially for online consumption), saying too little can be just as self-sabotaging as saying too much. Are you assuming industry or product knowledge that your target audience isn't likely to have? If so, you may skip from one point to the next while your reader is still stuck on "I wonder what they meant by that?" Your prospective customers can't get excited over what they don't understand. Make sure the basic bottom-line benefit statements are all in place, and invite your audience to contact you with any questions. (More on that in a moment.)

3. Writing to Impress

Trying too hard in your marketing content can backfire on you. One of the most common mistakes I've encountered is lathering the text with impressive-sounding buzzwords and industry-speak. Many of these terms either reek of cliche due to overuse or simply don't mean much to Joe Q. Public. Showing off your vocabulary with lots of five-dollar words is another surefire way to turn off your audience; even if they know what you're talking about, they'll dismiss you as pretentious. Last but not least, avoid phony enthusiasm. Dozens of exclamation marks don't make your content more exciting -- they just paint you as excitable.

4. Neglecting the Final Action Items

You might be surprised at how many marketing content pieces lay out their pain statement, features and benefits, then simply come to a stop. If they do include a call to action, the call to action is too vague to really compel. ("Discover our product's benefits for yourself!") Give your audience concrete, specific action items such as "Call us at this phone number today," or "Fill out the online appointment maker on this page." You've brought your readers this far, so why not take them the rest of the way?

It's easy to fall into old habits in your marketing content creation, even once you know better. Contact me for professional copywriting services if you want to make sure your content is doing all the right things -- and none of the wrong ones.

Meaningful Content for Email Campaigns

Do you get occasional (or frequent) emails from some company representative you met recently? Never mind why you're on that person's email list -- your contact information was probably taken from your business card. But that's okay, because you can always opt out, right? And so you do. Or you banish the sender to your spam filter. Or you simply trash each email as it coms in.

Is the sender getting anything for the time, effort and expense he puts into sending you this steady stream of unwanted email? Obviously not. Are you getting anything out of the email? Again, obviously not; that's why you're throwing them away. But what if those emails contained information you actually wanted or needed? What if they offered nuggets of insight that made a difference in your work or personal life? You might still throw them away -- but only after you've read them thoroughly and thought about what they communicated. Over time, you might even come to rely on the sender as a trusted resource. Heck, you might even buy what he's selling.

That's the power of relevant content in an email campaign.

From time to time I've been asked to pitch in and give a client's multi-touch email campaigns a creative boost. I performed this service for a business broker who was noting a drop-off in interest from his prospects following their initial inquiries. He wanted to send a series of emails that would maintain or rekindle that initial spark of excitement they'd felt over buying or selling a business. So I wrote a bunch of little articles pertaining to the subject -- explanations of the transaction process, tips on due diligence, a "checklist" of the qualities a successful business owner needs, even a description of the beautiful part of the country they'd be inhabiting. They were all written with a positive spin and, of course, a "contact us," "learn more," or "let's get started" call to action. His prospects were now receiving mouth-watering material that not only provided valuable education but also reminded them of why they inquired in the first place. 

Quality of content matters just as much to an email campaign as it does to your regular blog or newsletter. Don't just sell; give, by providing useful and captivating information and compels action. Leave the spam box to your competition!

Consistent Marketing Keeps Them Coming Back for More

One February day I went out to the mailbox as usual. I didn't see any mail, but I figured that I might've hit it too early, so a couple hours later I went out and check it again. Still nothing. That's not unheard of, naturally, but I couldn't help thinking, "Maybe he's just running slow today. I'll try once more time later on." So about 5pm I checked one more time. Well, I guess I just wasn't fated to receive any mail today....

Then it hit me: nobody got any mail that day. It was Presidents' Day.

The funny thing, I'd known it was Presidents' Day, and I'd known that mail didn't go out on federal holidays. What's more, I'll bet the other dozen or so people who were out there checking their mail along with me also knew it was a no-mail day. 

So what were we doing out there? Obeying habit. We robotically went to the mailbox because we had been programmed to do that. Most of us have even learned to count on the postman showing up around the same time of day every day. We've been trained to respond through the sheer consistency of the post office, and it trips us up completely when something breaks that routine.

That's why you want the same kind of consistency in your marketing schedule. Whether you're blogging, publishing a newsletter, pumping out podcasts, mailing out print pieces, or working any other channels in your overall marketing strategies -- you must repeat that process regularly and consistently if you want to (1) get noticed, (2) develop interest, and (3) train your target market to look forward to more. Nobody sends out a single flyer or direct mail postcard and expects the phone to start ringing; it takes multiple touches, often with the exact same piece, to get any kind of response. Your client may throw the first few postcards in the trash, but as long as you get that eventual "Okay, let's see what these people are so wound up about" response, then you've succeeded.

These schedules aren't so hard to work out. (How often does a monthly newsletter or weekly blog post appear?) It's simply a matter of scheduling the content preparation and distribution. However often you decide to blog, keep up that routine, rain or shine, and before long you'll see that spike of anticipation in your web traffic -- loyal readers trained to come back for the next round of insight, special offer, or whatever other goodie you've got for them. 

Yes, consistency requires commitment and responsibility. But if you're pressed for time or you don't have the necessary personnel on staff, you can always outsource the content creation or other necessary grunt work. Don't let your audience start wandering away in disinterest -- keep them coming back for more!

4 Key Questions When Choosing a Freelance Copywriter

So you've finally decided that it's time to engage a freelance copywriter for your business's marketing efforts. Maybe you're tired of going it alone, trying to hack out your own content word by exhausting word, instead of spending your valuable time actually running your enterprise. Maybe your marketing team feels overwhelmed and needs assistance. Maybe you're just looking for a fresh perspective. In any case, you may find yourself wondering where to start, what to look for, and how to tell you're getting the right writer for your needs. Here are four key questions you'll want to ask every candidate on your list before you actually schedule that first assignment.

1. "What are your rates and terms?"

You might as well get this question out of the way ASAP, for both of your sakes. You need to know how you're going to plug this professional into your budget, and the writer needs to know whether this job will be worth the bother. It's helpful if the writer offers fixed per-project rates; if not, find out how you can secure a reliable estimate based on hourly rates. You also need to know whether the entire amount if due up front, whether you need to put up a deposit, or whether you're simply billed after the fact. Don't immediately reject a writer who insists on full payment in advance, though -- you may be allowed to break a large job into multiple pre-paid batches or phases.

2. "What kind of writing do you specialize in?"

Different writers typically specialize in different things, especially in larger metropolitan areas where there are lots of writers staking out their respective slices of the market. It's not unusual for a writer to focus on one type of writing project, one narrow range of industries, or one particular form of writing. For instance, I'm a generalist in terms of industry -- I can write for pretty much anybody -- but I focus on "short-form" marketing content such as website pages, blog articles, brochure content and so on. Don't feel limited if your writer says, "I only do such-and-so type for writing." The beauty of hiring freelancers is that you can keep several of them on hand, attaching the appropriate writer to the appropriate project as needed, without any impact on your full-time payroll.

3. "How well established are you?"

This is an important question because it can help predict the experience you're going to have with your writer. While rookies can and do create brilliant work, they haven't reached the point where they can point to a performance track record. It's not a matter of having written for every big name in the business world; it's an assurance that your writer has coped with a wide range of situations, worked with a variety of clients, and has developed a certain amount of professional wisdom that could prove invaluable to you for years to come. In other words, buy writing expertise, not just writing. Don't forget to ask about professional references, associations and/or certifications that can help reinforce your writer's credibility.

4. "What are your turnaround times?"

The best freelance copywriters aren't just the most skilled writers -- they're also the most professional ones. Make sure your copywriter can guarantee a specific turnaround window for each job, and don't put up with a freelancer who is all "free" and no "lance." At the same time, however, make sure your expectations are realistic ones. The busiest writers may not be able to squeeze in that rush job; some of us don't have time to accept rush jobs at all. Understand in advance what your writer can and can't realistically do for you, and you'll know you should realistically ask of your writer. The result will be high-quality work, turned in on time, every time.

Try these four questions on for size the next time you're interviewing freelance copywriters. You'll find that most of us will be happy to answer them!