Lawyer marketing can be especially challenging because lawyers (at least the ones I’ve worked with) genuinely care about their clients. They want to show how they can help yet still come across as totally professional and ethical.
Additionally, lawyers (like many other service professionals) aren’t always at home in the world of online marketing. So they feel unsure about what to expect. [Read more…]
Want to become a copywriter? Then you may be wondering, “OK, so how do you really write your sales copy?” Clients and readers frequently ask this question.
Of course I don’t know every copywriter in the world but I do read other people’s blogs and talk to them whenever possible. So here’s what copywriters do when we close our doors and settle down to write.
(1) Listen to music. Choose what really gets the juices flowing. Some people write copy to heavy metal while others favor Baroque cantatas. Me? Mostly I like Mozart but every so often I get a craving for old-fashioned C&W.
(2) Don’t talk about your ideas. Write them. Professional writers (especially novelists) find that their best ideas operate like ghosts that disappear when exposed to daylight. The same holds for copywriting. Don’t ask for feedback till you’ve nailed the concept and fleshed out your project.
(3) Create your own creativity ritual. When you become a copywriter, you’ll hear about copywriters who wear their special boots or hats when they write copy. Other tricks when you need to add spice to your content or get past a block:
— Change locations. You’ll find many copywriters (disguised as normal people) in your local coffee shop.
— Set a timer for 15 minutes. Write as fast as you can. You can go back and edit later but somewhere near the end you’ll probably get a breakthrough. If not, try it again…and again.
— Invest time in developing the creative portion of your brain. Get involved with art, music, dance or sports. When I write all day, “creative writing” just doesn’t do it for me. I dabble in pottery (no talent but lots of enthusiasm). I suspect some copywriters loosen up with fiction or poetry.
Wondering if you’ve got the writing chops to become a copywriter? Many highly qualified people get held back by myths about the path to become a copywriter and enjoy a profitable copywriting career. Now you can download – free! – 5 Common Myths About Becoming A Copywriter.
Nearly all my copywriting clients begin with a request: “I’d like a memorable website.” But website marketing is about being sticky – not memorable. [Read more…]
When I write copy for websites, clients often ask, “What about optimizing for search engines?”
Search Engine Optimization (or SEO) can be critical because we need a certain critical mass of traffic to be successful.
But there’s no point in bringing traffic to your site if you’re not already converting. Here are 3 ways to make that happen.
(1) Appeal to the senses.
When I lived in Seattle, I used to walk my dog down a neighborhood street, where we would pass a small neighborhood bakery. We inhaled aromas of freshly-baked buttery treats, made the old-fashioned way.
Notice what happened when I just described the experience. Your taste buds got activated. You probably recalled some fresh baked goodies of your own. Smell is a powerful sense!
You can use word pictures to evoke feelings and awaken your visitor’s senses. Go beyond the visual. Use metaphors of hearing, smelling and touching.
It took me a long time to realize that copywriting was more than a choice of headline templates. Fresh, creative description was what readers craved. Tired old cliches would deaden their responses.
(2) Offer a sample.
I successfully resisted temptation for many months. And I rarely carry a wallet while dog-walking.
Then one day I ran into a friend on a muffin mission.
“I will treat you,” she offered.
Not wanting to be rude, I took home one half of a small pastry…which turned out to be far more delicious than I anticipated.
The website equivalent: a mouth-watering sample – a free report, audio or video, with a promise that will hit your readers’ hot buttons: tips, secrets, how-tos. It’s easy to hold back when you’re creating the free stuff, but it’s a sample. Bakeries don’t keep a special case of day-old, mundane products for samples.
I always feel cheated when I sign up for a “freebie,” only to get a few trite paragraphs followed by a sales pitch.
For instance, I followed one popular guru for awhile. He’d impressed so many people I was genuinely curious about his work.
But I never figured out what he had to offer. His freebie video consisted of his rags-to-riches story along with some stories about his clients. “With just a few tips from me,” he would say, “they are now multimillionaires.”
Yes, I wanted to say, but what did you do? Would this be something I’m comfortable doing? Can I imagine myself working with him?
(3) Follow up.
As I walked past the bakery, I was reminded, “Next time I need a quick thank you gift, I can come here. It’s right around the corner.”
The bakery doesn’t have to go anywhere. It was right in front of me. I couldn’t help seeing it when I walked by.
And while search engines bring traffic, sometimes your best clients won’t find you by searching. They’ll stumble over it. They keep seeing your name. In some business fields, they’re not even looking. They won’t know they want you till they see you.
(4) Look for signs of success.
Alas, I soon became a customer of the bakery. That was easy.
How are you measuring success? Are you looking for signs of a growing list? More sales of a certain product? More mentions on other people’s blogs and social media posts? What indicators really make sense to you?
(5) Make it easy.
My neighborhood bakery welcomed well-behaved dogs and even offered biscuits. So when I was out with my dog Gracie, I could pop in and make an impulse purchase. No barriers!
Sometimes I can’t figure out what I’m invited to buy. I’ve been to so many websites where I couldn’t find a form to order an ezine, let alone an order form. And I usually give up when I’m asked to complete credit card forms for a zero-balance product.
Just that one impulse buy could be the start of a long relationship. I patronized that bakery till I left Seattle.
What are you doing on your website to get visitors hooked? Share in the space below!